Rock Report: Fitness Technology for Athletes by @Rock_Health

Swifter, higher, stronger:Fitnesstechnologyfor athletes A ROCK REPORT BY

About this We wanted to know more about the convergence of digital health and sports, and the impact of technology on the ﬁtness consumer market. This reportREPORT sources data and feedback from interviews conducted with entrepreneurs and athletes working in the space as well as industry research. Caveat: we are not professional white-paperistas, just curious advocates who like to share knowledge and further the discussion around the evolving digital health space. Produced by Leslie Ziegler Dan Dreger @lesliejz @wunce Rock Health is a nonproﬁt foundation focused on the intersection of healthcare and technology. We support the next generation of health entrepreneurs through a startup accelerator, open-source research and public events. Rock Health partners include Aberdare Ventures, Accel Partners, Fenwick & West, GE, Genentech, Harvard Medical School, Mayo Clinic, Merck, Microsoft, Mohr Davidow Ventures, NEA, Nike, P&G, Qualcomm, Silicon Valley Bank, United Health and UCSF. For more information, visit rockhealth.com

Apps & sensors aretransformingathletictraining &performance.

The health & ﬁtness app marketwill quadruple by 2016 $400M $120M 2010 2016 Source: MobiHealthNews

16% 14% % of apps by type Cardio Diet 11% Stress & Relaxation7% Strength training General health & fitness Source: MobiHealthNews

App CategoriesTracker Trainer NutritionCaptures distance, elevation gain Personalized, on-demand Calculate caloric needs &and pace using GPS and sensors ﬁtness coach help make dietary decisions

Factors driving downloads # of previous downloads “ Securing those early downloads is an important step on the way to a company’s High rating success. It demonstrates to investors that steady progress is being made, Recognizable branding and puts your company at the top of the lists, which, in turn drives Trusted recommendation more downloads. ” Jennifer Grenz, Downloads Marketing Director, Azumio

Freemium apps now generate the majority of direct revenue June 2010 70% 22% 8%January 2011 49% 20% 31% June 2011 29% 20% 51% Top 200 grossing apps Paid Apps Paid Apps with in-app purchases Fremium: Free Apps with in-app purchases Source: cnet.com

App prices are going down and revenue is exploding $2.01 $1.44 x102010 2011 2010 2011Average selling price of 300 most popular paid apps Freemium game revenue Source: cnet.com

Trends

TREND Gamiﬁcation Entertain & train What: Combines short, simple exercises What: Turn boring exercise routines with an adventure game based on into awesome video games. real geographical information that Games are controlled by head you can play with friends. movement and exercise speed.

TREND Social connectivity Compete, motivate & encourage What: Earn points for your achievements, What: Crowdfunding platform that lets compete, track, motivate and friends, family and brands motivate encourage and earn points that people to achieve health goals can be used in real life. with money and deals.

TREND Healthy food Proactive & on-the-go advice What: Scan product barcodes at the What: Provides personalized health grocery store to see product scores on everyday grocery store information, comparisons products to help ﬁnd healthy and and alternatives. nutritious alternatives.

CASE STUDY Skimble With trackers AND trainers for all levels, Skimble is at the forefront of the next generation of apps. Gamification Gain points & level up Non-threatening Great for beginners “ Our apps not only cater to experienced gym buffs, but even more so to the 20-45 year old enthusiasts who want Multiple sports more variety and fun in their ﬁtness Support for over 40 activities coaching experience. ” Social experience Track & support friends Customizable Maria Ly, Suitable for all levels Co-founder, Skimble

CASE STUDY FlexxCoach Packed with drills, practice plans and tools, FlexxCoach is making even amateur coaches into pros. Curated resources Drill database created by professional coaches “ Sharing features “ Our whole philosophy and theory behind this thing was that if you Easily share drills, game tape create better coaches, and scouting reports with athletes you’ll create better Customizable athletes. ” ” Suitable for all levels, from volunteer hockey coaches to the NHL All-in-one solution Provides a full array of tools for all levels Keith Blase FlexxCoach Co-founder

CASE STUDY Cardiio Mobile and cloud-based software that turns ordinary cameras into biosensors Scientifically-validated Born at MIT, based on “ “ We’re making physiological monitoring completely cutting edge science frictionless by leveraging the built-in sensors in your smartphone, making tracking Beautiful your health a delight instead Well designed, intuitive and delightful to use of a chore. ”” Data-driven Dashboard contains history, provides insight and compares your data to other users Ming Zher-Poh Cardiio Co-founder

Sensors

By 2017,wearable wireless sensors will surpass170 million units Source: MobiHealthNews.com

80% of peoplewho exercise at least once a week and own a smartphone say theywould pay $140for a combined sensor/software combo. Source: MobiHealthNews.com

Trends

TREND Heart rate monitors Track heart rate through sensor/software combos. Features: Syncs with apps like Features: Gathers heart rate data through Runkeeper and MapMyRide, a sticky body patch that can be connecting to the phone placed anywhere on the body. via Bluetooth.

TREND Pedometers Taking walking and step counting to a whole new level. Striv Features: Scales, software, and Features: Adds gamiﬁcation to stimulate pedometers all communicate motivation in a sleek keychain. and integrate seamlessly.

TREND Innovative Display Rethinking where and how athletes get real-time data during training. Features: Displays biometric data on the Features: Skiers and snowboarders can inside of your sunglasses. see feedback on elevation gain, distance and airtime within a pair of goggles.

TREND Wearables Bringing sensors seamlessly into the clothing and shoes we wear. Physilog III Features: Inertial sensor system equipped Features: Developing highly wearable with accelerometers and sensor products and services gyroscopes sewn into a for wellness and medical swimming suit. applications.

TREND Video analysis Cutting edge camera systems help track, record and improve performance What: High deﬁnition, slow motion What: Captures underwater video or video analysis software with synchronized video and force the tools to mark, highlight, data, providing feedback to and compare footage pro swimmers.

CASE STUDY MC10 Conformal sensors that provide continuous biofeedback across multiple data points Passive Collects data with “ “ When a sensing technology is virtually invisible to the user and available at an affordable no user action required price, continuous access to high-quality biofeedback can Invisible become a part of everyday life Thin patch comfortably ” for all consumers who are conforms to the body looking to get healthier. ” Continuous Provides high-quality feedback constantly David Icke CEO and Founder, MC10

Whattheexpertsthink

The Doctor on form factor: Performance is deﬁnitely not a one size ﬁts all solution, and we’ve seen trainers “ grow frustrated by the cumbersome nature of many of the tools on the market. It might seem like you can just strap on a device, get a bunch of data and help an athlete’s performance, but that is a very engineering-centric approach. on designing for athletes: Athletes want to be part of the learning process, not just told what to do. “ Coaches are interested in solutions that teach and reinforce better technique and other positive habits. Sports is about winning, so show results and athletes and coaches will use them. on the future: Now you might monitor an athlete for 3 hours a day during training, but we “ believe the other 21 hours have equal importance. Front end tools need to be more engaging and sticky, and the information less dense and confusing. Monitoring will lead to a more engaging fan experience. Dr. Leslie Saxon USC Center for Body Computing

The NFL Player on small changes: Athletes are rewarded by sub-second accomplishments, and this necessitates high “ performance, real-time monitoring. Data gives the elite and everyday athlete real-time feedback so they know if the effort they are putting in has the desired result. on designing for athletes: Every athlete is looking to minimize distraction so they can focus on their training and “ workout. Making tools more comfortable and conformal opens it up to a larger audience so the everyday athlete can now start to realize the beneﬁts of digital sensing. on the future: Technology provides an objective measure, and takes personal judgment out “ of symptom reporting, in a way protecting the athlete from him or herself. Maintaining the longevity of an athlete’s career is critical, and seamless sensing has the power to optimize performance and reduce the risk of injury. Isaiah Kacyvenski 8-year NFL Veteran & Super Bowl Captain

The Head Coachon the right tools for coaches: The more information I have to train our guys to be at their best over the course “ of the four years they are with us, the better. So much of our preparation combines speed and quickness while also handling the physical demands of the game, which is something sensors help manage.on positioning data to athletes: The key is to make them feel like they’re part of the process. Show (don’t tell) “ athletes how something helps them to be their best. Data collected over a period of time creates a repeatable process that reinforces the positives.on the future: “ Professional football clubs already use GPS technology and heart rate training to determine training loads, but neither have seen mainstream use in college basketball. A combined device will be introduced very soon, and has the potential to help teams tremendously through the course of a season. Mitch Henderson Head Coach, Princeton Men’s Basketball

The World Champon training for race days: When I was training for the triathlon, I used the Power Tap on my bike. It allowed me “ to really dial in my wattage for every ride, whether it was hard or easy. I didn’t race with it very often, as I learned from my training exactly where I needed to be.on coaching triathletes: I also encourage my athletes to train with Power Tap on the bike as it helps them “ learn how to ride at the appropriate effort, and helps me understand how they are doing with training, even if I’m coaching remotely.on the future: Technology has really transformed the way we train. But price is still a huge issue. “ Power meters for the bike are expensive, and that is the biggest deterrent to adoption. The price of power meters will continue to decrease, and the reliability and durability of these devices will only get better. Joanna Zeiger Olympian & IronMan World Champion

The Pioneer on market timing: You can’t improve what you can’t measure, and historically, tools for measuring “ performance in real time, and using data to drive performance improvement, have been reserved for elite athletes. We are entering an era in which those tools–in the form of digital health sensors–can ﬁnally reach the everyday athlete. on avoiding injuries: Our sports systems provide the enhanced sensing athletes need to avoid injuries. “ Knowing whether they’re about to overextend themselves – facing dehydration, fatigue, excessive impact, muscle strain—will help them make better decisions about their training and competition strategies. on the future: When a sensing technology conforms to the athlete and not the other “ way around, it can capture more insights for longer periods of time without discomfort. We feel that this seamless sensing that is invisible to the user truly widens the window into consumer health. David Icke CEO & Founder, MC10

The Gold Medalist on the international market: In Holland, they’ve developed watches that communicate with sensors beneath the “ ice to give skaters up to the second lap times, acceleration numbers, splits and pace. We don’t have the funding to pioneer that type of technology in the US. on the important role of research: Host countries always increase their medal counts because there’s so “ much more funding. When we hosted in 2002, we had partnerships with tons of companies which allowed us to quickly adopt the latest technology. When the games are in other countries, our funding is generally lower. on the future: While skating, your forearms move up to 60mph–faster than the biceps and “ torso. So Nike developed a “Swiftsuit” where the fabric in those areas was all different, which helped skaters save a second per lap. The suits (which were originally developed for track and ﬁeld athletes) are faster than skin. Derek Parra Olympic Gold Medalist in Speed Skating

GET INSources:http://mashable.com/2012/06/11/wwdc-2012-app-store-stats/ TOUCH:http://148apps.biz/app-store-metrics/?mpage=catcounthttp://mobihealthnews.com/17802/survey-consumer-interest-in-app-enabled-fitness-sensors/#http://mobihealthnews.com/11224/by-2016-80m-wearable-wireless-fitness-sensors/http://mobihealthnews.com/14884/by-2016-400m-market-for-health-fitness-apps/ research@rockhealth.orghttp://www.insidesocialgames.com/category/user-generated/page/2/http://www.inc.com/guides/making-money-iphone-apps.htm Rock_Healthhttp://mashable.com/2011/08/17/price-mobile-app/lhttp://www.readwriteweb.com/mobile/2011/07/mobile-game-prices-decline-but-revenue-up.phphttp://news.cnet.com/8301-1035_3-57418833-94/freemium-games-are-the-ticket-to-app-profits-study/ Presentation copyright © 2012 Rock Health

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Rock Report: Fitness Technology for Athletes by @Rock_Health

by Rock Health on Aug 12, 2012

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