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Rock Report: Fitness Technology for Athletes by @Rock_Health
 

Rock Report: Fitness Technology for Athletes by @Rock_Health

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Point of view on how apps and sensors are transforming fitness and athletics, from the perspective of experts, including Olympians, coaches and entrepreneurs

Point of view on how apps and sensors are transforming fitness and athletics, from the perspective of experts, including Olympians, coaches and entrepreneurs

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Rock Report: Fitness Technology for Athletes by @Rock_Health Rock Report: Fitness Technology for Athletes by @Rock_Health Presentation Transcript

  • Swifter, higher, stronger: Fitness technology for athletes A R O C K R E P O R T B Y
  • Rock Health is powering the future of the digital health ecosystem, bringing together the brightest minds across disciplines to build better solutions. Rock Health funds and supports startups building the next generation of technologies transforming healthcare. 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 About this REPORT We wanted to know more about the convergence of digital health and sports, and the impact of technology on the fitness consumer market. This report 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 Dan DregerLeslie Ziegler @lesliejz @wunce
  • Apps & sensors are transforming athletic training & performance.
  • Apps
  • 2010 2016 $400M The health & fitness app market will quadruple by 2016 $120M Source: MobiHealthNews
  • Cardio Diet Stress & Relaxation 16% 14% 11% % of apps by type Strength training General health & fitness 7% Source: MobiHealthNews
  • App Categories Tracker Trainer Nutrition Captures distance, elevation gain and pace using GPS and sensors Personalized, on-demand fitness coach Calculate caloric needs & help make dietary decisions
  • Factors driving downloads High rating # of previous downloads Recognizable branding Trusted recommendation Securing those early downloads is an important step on the way to a company’s success. It demonstrates to investors that steady progress is being made, and puts your company at the top of the lists, which, in turn drives more downloads. “ ” Jennifer Grenz, Marketing Director, AzumioDownloads
  • Freemium apps now generate the majority of direct revenue June 2010 January 2011 June 2011 Source: cnet.com Top 200 grossing apps Paid Apps Paid Apps with in-app purchases Fremium: Free Apps with in-app purchases 70% 49% 29% 51% 31% 8%22% 20% 20%
  • Source: cnet.com App prices are going down and revenue is exploding 2010 2011 $1.44 2010 2011 x10 $2.01 Average selling price of 300 most popular paid apps Freemium game revenue
  • Trends
  • Gamification Entertain & train Combines short, simple exercises with an adventure game based on real geographical information that you can play with friends. TREND What: Turn boring exercise routines into awesome video games. Games are controlled by head movement and exercise speed. What:
  • Crowdfunding platform that lets friends, family and brands motivate people to achieve health goals with money and deals. Social connectivity Compete, motivate & encourage Earn points for your achievements, compete, track, motivate and encourage and earn points that can be used in real life. TREND What: What:
  • Healthy food Proactive & on-the-go advice Scan product barcodes at the grocery store to see product information, comparisons and alternatives. TREND What: Provides personalized health scores on everyday grocery store products to help find healthy and nutritious alternatives. What:
  • Skimble Our apps not only cater to experienced gym buffs, but even more so to the 20-45 year old enthusiasts who want more variety and fun in their fitness coaching experience. Non-threatening Gamification Great for beginners Gain points & level up “ ” With trackers AND trainers for all levels, Skimble is at the forefront of the next generation of apps. Multiple sports Support for over 40 activities Social experience Track & support friends Customizable Suitable for all levels Maria Ly, Co-founder, Skimble CASE STUDY
  • FlexxCoach “ ” Keith Blase FlexxCoach Co-founder CASE STUDY Our whole philosophy and theory behind this thing was that if you create better coaches, you’ll create better athletes. “ ” 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 Easily share drills, game tape and scouting reports with athletes Customizable Suitable for all levels, from volunteer hockey coaches to the NHL All-in-one solution Provides a full array of tools for all levels
  • Cardiio “ ” Ming Zher-Poh Cardiio Co-founder CASE STUDY We’re making physiological monitoring completely frictionless by leveraging the built-in sensors in your smartphone, making tracking your health a delight instead of a chore. “ ” Mobile and cloud-based software that turns ordinary cameras into biosensors Scientifically-validated Born at MIT, based on cutting edge science Beautiful Well designed, intuitive and delightful to use Data-driven Dashboard contains history, provides insight and compares your data to other users
  • Sensors
  • Source: MobiHealthNews.com 170 million units By 2017, wearable wireless sensors will surpass
  • Source: MobiHealthNews.com 80% of people would pay $140for a combined sensor/software combo. who exercise at least once a week and own a smartphone say they
  • Trends
  • Heart rate monitors Syncs with apps like Runkeeper and MapMyRide, connecting to the phone via Bluetooth. TREND Features: Gathers heart rate data through a sticky body patch that can be placed anywhere on the body. Features: Track heart rate through sensor/software combos.
  • Pedometers Scales, software, and pedometers all communicate and integrate seamlessly. TREND Features: Adds gamification to stimulate motivation in a sleek keychain. Features: Striv Taking walking and step counting to a whole new level.
  • Displays biometric data on the inside of your sunglasses. TREND Features: Skiers and snowboarders can see feedback on elevation gain, distance and airtime within a pair of goggles. Features: Innovative Display Rethinking where and how athletes get real-time data during training.
  • Inertial sensor system equipped with accelerometers and gyroscopes sewn into a swimming suit. TREND Features: Developing highly wearable sensor products and services for wellness and medical applications. Features: Physilog III WearablesBringing sensors seamlessly into the clothing and shoes we wear.
  • High definition, slow motion video analysis software with the tools to mark, highlight, and compare footage TREND What: Captures underwater video or synchronized video and force data, providing feedback to pro swimmers. What: Video analysisCutting edge camera systems help track, record and improve performance
  • MC10 “ ” David Icke CEO and Founder, MC10 CASE STUDY When a sensing technology is virtually invisible to the user and available at an affordable price, continuous access to high-quality biofeedback can become a part of everyday life for all consumers who are looking to get healthier. “ ” Conformal sensors that provide continuous biofeedback across multiple data points Passive Collects data with no user action required Invisible Thin patch comfortably conforms to the body Continuous Provides high-quality feedback constantly
  • What the experts think
  • Dr. Leslie Saxon USC Center for Body Computing on form factor: on designing for athletes: on the future: “ 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. “ 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. “ 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. The Doctor
  • Isaiah Kacyvenski 8-year NFL Veteran & Super Bowl Captain on small changes: on designing for athletes: on the future: “ 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. “ 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. “ 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. The NFL Player
  • Mitch Henderson Head Coach, Princeton Men’s Basketball on the right tools for coaches: on positioning data to athletes: on the future: “ 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. “ 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. “ 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. The Head Coach
  • Joanna Zeiger Olympian & IronMan World Champion on training for race days: on coaching triathletes: on the future: “ 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. “ 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. “ 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. The World Champ
  • David Icke CEO & Founder, MC10 on market timing: on avoiding injuries: on the future: “ 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. “ 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. “ 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. The Pioneer
  • Derek Parra Olympic Gold Medalist in Speed Skating on the international market: on the important role of research: on the future: “ 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. “ 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. “ 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. The Gold Medalist
  • Sources: Presentation copyright © 2012 Rock Health GET IN TOUCH: Rock_Health research@rockhealth.org http://mashable.com/2012/06/11/wwdc-2012-app-store-stats/ http://148apps.biz/app-store-metrics/?mpage=catcount http://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/ http://www.insidesocialgames.com/category/user-generated/page/2/ http://www.inc.com/guides/making-money-iphone-apps.htm http://mashable.com/2011/08/17/price-mobile-app/l http://www.readwriteweb.com/mobile/2011/07/mobile-game-prices-decline-but-revenue-up.php http://news.cnet.com/8301-1035_3-57418833-94/freemium-games-are-the-ticket-to-app-profits-study/