3. If
you
have
a
body
you
are
an
athlete.
If
you
are
an
athlete
you
have
Calfor6us.
In
a
future
era,
we
are
in
a
place
where
sport
is
not
something
we
do,
but
something
we
are.
Nothing
is
impossible
and
everything
is
legendary
because
your
body
moves
to
make
it
real.
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
Your
future
is
wri,en
by
your
love
for
tomorrow.
4. EXPERIENCE DEFINITION 5
TECHNOLOGY &
MARKET DEFINITION 14
STRATEGIC PARTNERSHIPS &
BUSINESS MODEL 28
TABLE OF CONTENTS
5. In
a
future
era,
we
are
in
a
place
where
sport
is
not
something
we
do,
but
something
we
are.
Nothing
is
impossible
and
everything
is
legendary
because
you
body
moves
to
make
it
real.
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
EXPERIENCE DEFINITION
6. Calfortius: EXPERIENCE
monitor
In
the
Calfor?us
era,
we
are
in
a
place
where
Record
sport
is
not
something
we
do,
The earliest cave paintings tell a story... about the human
but
something
we
are.
desire to leave a mark. To say, “I was here. I did this.”
Today, we write blogs, we post pictures to Flickr... the
It
is
a
part
of
our
being,
media are different, but the story is the same. “I was
here. I did this.” Tomorrow, Calfortius will provide tools
our
life
and
how
we
exist.
for us to tell our stories in new ways. To record every
movement, every goal we attain, and share it with the
Nothing
is
impossible
world.
and
everything
is
legendary
because
your
body
moves
Improve
to
make
it
real.
As athletes, we are constantly learning from our last
workout, our last run. Sport is an ongoing process of
self-improvement, and we measure every step forward
Your
future
is
wri,en
by
on the path to our goal. Calfortius will provide real-time
your
love
for
tomorrow.
updates and a vision of the future, enabling us to
traverse between real and imagined possibilities.
6
7. Calfortius: EXPERIENCE
coach connect
Support Experience
The tools of sport are becoming ever more customized. Athletes have become commodities in the
Clothing, equipment, fuel... all are tailored to the exact commercialization of sport, with their every movement
needs of the user and the activity. Calfortius enables our observed and dissected. Watching at home, we imagine
tools to become not just customized but responsive – being the players we idolize, and Calfortius will offer new
reacting to our actions and our environment, motivating ways of experiencing the game to immerse us in the
us and feeding our learning. action and emotion like never before.
Succeed Share
Faster, higher, stronger... athletes are pushing the Sport is a way of connecting with the world. We identify
Olympic motto to the boundaries of what they can with the team whose jersey we wear. We seek out a
achieve. But the boundaries between amateur and community of support in our quest to become what we
professional are blurring, as we all aspire to reach the dream. Calfortius will go beyond social media and
best expression of ourselves. With Calfortius, sport is far facilitate our need to express our beliefs, our dreams,
more than a game: it is an exploration of human and our intentions for a better future.
potential.
7
8. SUCCESS: Susan’s Story
TODAY
What if I stop now? My left foot lands in front of my
right foot. Each step takes me one step closer. It has
been 25.4 miles. As my shoe touches pavement, I ask
myself: What if I stop now? The beads of sweat are now
a river travelling down my spine. I can feel my left
hamstring. I should not be able to feel my left hamstring.
What if I stop now?
I look down at the pebbles on the road, and I see every
pebble I have kicked in the last six months, each puddle I
have waded, and every fleck of mud. I bring my head up,
my eyes squint and I can just see the one word that
matters the most: FINISH. How can I stop now? My
stride lengthens, my heart slows and I don’t blink. I don’t
want to miss a thing. And I stop. I am dripping. I am
heaving. I have completed my first marathon.
What if you could feel success in each step of your
training? What if success would come from each and
every incremental victory. What if it wasn’t one moment
of success that made you love sport – it was every ache,
pain and goal achieved. What if the path from daily
success to goals were clear?
8
9. SUCCESS: Susan’s Story
TOMORROW
“You have completed 25.4 miles – you are nearly done!
Only 0.7 miles to the FINISH line. I am so proud of you.”
My H.U.B. coach has been at my side constantly through
this race and throughout my training. Not once have I
thought of stopping.
I look down at the pebbles on the road, and I see every
pebble I have kicked in the last six months, each puddle I
have waded, and every fleck of mud. Wearing my
FootFusion shoes, I know where my stride is weak,
where each misstep lies, and exactly how far I have come.
After each training session I can review my progress in
HealthTrax. These three components of the Calfortius
system have watched over me during the training process
to make sure I can start accomplishing what I thought
was impossible today.
With Calfortius, I have felt success in each step of my
training. Each step has been a victory for me. Calfortius
has helped me love sport and life for every moment.
With Calfortius, I am an athlete.
9
10. LOVE: Amy’s Story
TODAY
Every evening after work, I move slowly through the
poses of the sun salutation, focusing on my breathing
and listening to the low murmur of the instructor. My
muscles loosen, my shoulders relax, and I push deeper
into each position on the next cycle.
From one moment to the next, I have come to realize
how much stronger and more flexible I am than I was a
few short weeks ago. As I glide in and out of posture,
movement no longer requires thought. My body
responds to the exact sequence with grace, and I let
the chant guide me through the poses in a fluid dance –
a moving prayer.
I let my mind clear and all my daily cares melt away into
an ocean of peace. In this state of calm, focussed
attention, I feel an awareness of my connection to the
universe. It is an invigorating, rejuvenating sensation
that stays with me.
10
11. LOVE: Amy’s Story
TOMORROW
Every evening after work, I move slowly through the
poses of the sun salutation, focusing on my breathing and
listening to the low murmur of the H.U.B. My muscles
loosen, my shoulders relax, and I push deeper into each
position on the next cycle.
From one moment to the next, I realize how much
stronger and more flexible I am now than a moment ago.
HealthTrax records my every breath and stretch, letting
me know when I am ready for the next, more
complicated series. As I glide in and out of posture,
movement no longer requires thought. My body responds
to the exact sequence with grace, letting the soothing
chant guide me through the poses in a fluid dance – a
moving prayer.
With Calfortius, I have felt success in the progress through
each of the sutras. Each posture has been a victory for
me. Calfortius has helped me love sport and life for every
moment. With Calfortius, I am an athlete.
11
12. DREAM: Carlos’ Story
TODAY
A boy dribbles a football through the streets of Sao
Paulo... on his back, a jersey with the name and number
of his favourite player. The jersey is his identity, his choice
to associate himself with a player he idolizes, with the
ethos of a team – and the tribalism of its fans. A
reflection of who he is – and who he will become.
In his imagination, the streets around him are replaced
by the green grass and white lines of a football field. He
dances with the ball – each trick a celebration of the
game. He wins a tackle, beats a defender, smashes the
ball into the goal, and hears 80,000 fans chanting his
name in the cauldron of the Bernabeu.
His dreams take him out of his life and into the potential
that is the future. He sees himself creating new
possibilities, pushing the boundaries of the sport. He
envisions himself transformed and transforming those
around him in turn.
12
13. DREAM: Carlos’ Story
TOMORROW
A boy dribbles a soccer ball on the field behind the
school... on his back, a jersey with the name and number
of his favourite player. The jersey is his identity, his choice
to associate himself with a player he idolizes, with the
ethos of a team – and the tribalism of its fans. A reflection
of who he is – and who he will become.
Sensors in his FootFusion shoes tell him if he’s striking
the ball in the right place. Together with H.U.B., they
have guided him to master his free kick and to mimic
Ronaldo. His coach has told him that in a few short years
he should be ready for his soccer scholarship. His dreams
take him to a place he imagines every day and into the
potential that is his future.
With Calfortius, he knows what he needs to work on.
Calfortius has helped him love sport and the life that he
can one day attain. With Calfortius, he is an athlete of the
future.
13
14. In
a
future
era,
we
are
in
a
place
where
sport
is
not
something
we
do,
but
something
we
are.
Nothing
is
impossible
and
everything
is
legendary
because
you
body
moves
to
make
it
real.
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
TECHNOLOGY & MARKET DEFINITION
15. In
a
future
era,
we
are
in
a
place
where
sport
is
not
something
we
do,
but
something
we
are.
Nothing
is
impossible
and
everything
is
legendary
because
you
body
moves
to
make
it
real.
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
TECHNOLOGY & MARKET EVOLUTION
16. FUTURE
NOW-ABILITY
PHASE 3
CommuniSport
PHASE 2 HealthTrax Flash.Forward
AC/HC PressurePlus
PRESENT
FUTURE
ACCEPTABILITY
Athletimotion
M.V.P.
PHASE 1
SuperScout
H.U.B.
FootFusion
boom
PRESENT
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
APPLICATION FILTERING
17. H.U.B. monitor
Holographic Utility Base (H.U.B.) is a centralized
TODAY
platform to control your training regime. Integrated
Centralized platforms exist today to allow amalgamation
directly into your clothing or as a separate armband
of different technologies. Smart phones and universal
accessory, H.U.B. acts as your personal trainer,
remote controls allow users to control various
containing all the information you need to have the
applications in one unit. Data collected from the
perfect workout. Holographic projections of trainers are
HealthTrax system can be transferred wirelessly to a
used to push you to your extreme. Maps are provided
central unit (presently to a handheld device, such as a
for those moments where you are running in unfamiliar
smart phone).
territory.
Alliances:
• Phillips
• IMAX
• Reebok
TOMORROW
As electronics are increasingly integrated into clothing
(Nike+), H.U.B. components (i.e., video screens) will
soon be directly a part of sportswear. As holographic
projection technology improves and costs go down, it
IMAX and Phillips have the 3D capabilities that can be will soon be able to cross over into the consumer
expanded into the athletic equipment consumer market. market. Smart holograms can then provide users with
All Calfortius equipment can be directly integrated into personal trainers which push them beyond their
H.U.B. to allow for easy access and control across your capabilities.
entire fitness program. H.U.B can be directly linked to
the internet and personal computers, where exercise
programs can be downloaded.
17
18. FootFusion monitor
The FootFusion system is the ultimate performance
TODAY
feedback athletic shoe. An integrated orthotics system
Nike and Adidas currently make shoes which can collect
adjusts the sole depending on your foot shape and the
data on stride count and can adjust depending on the
terrain. When suffering from an injury, FootFusion will
surface. Dr. Scholls has the capabilities for personalized
shape itself to help you in the rehabilitation process.
orthotics. Placing an adjustable orthotics system in shoes
Sport-specific FootFusion systems provide feedback on
allows for every shoe to be personalized for its user.
your technique, which you can download onto your
When the wearer is injured, the shoe is also able to
personal computer. Kicking the ball with more precision
adjust its shape in order to expedite the recovery
has never been easier.
process.
Alliances:
• Adidas
• Dr. Scholls
• Apple TOMORROW
• Microsoft Integrating computer chips that can calculate foot
• Intel impact and positioning will be the next step in footwear
technology. These chips will be able to precisely measure
the impact of a foot when kicking a ball, its positioning
on the ball, individual positioning on the field or at the
The Adidas AdiStar shoe line already contains soles which golf tee.
adapt to the ground, providing varying levels of hardness.
Dr. Scholls provides custom orthotics. By combining
technology from both companies, a shoe which can
specifically adapt to your foot shape is created.
18
19. HealthTrax monitor
Integrated directly into high-performance athletic wear,
TODAY
HealthTrax detects and gathers information relating to
Personal heart rate monitors (Polar) and technology to
your fitness, diet and health regime:
calculate running pace (Nike+) are currently in the
Fitness Monitor: Detects which muscles have been market. Scales that measure body weight and fat content
worked recently and what training each body part are ready to be integrated into clothing which allows
requires. users direct access to such information.
Diet Monitor: Takes sweat samples, detects protein, Collected data can be sent to a central system (H.U.B.);
carbohydrate, fat and electrolyte levels and suggests the when consolidated, this data can be cross-referenced
proper nutrients to match your exercise requirements. with information available on the internet to create
Health Monitor: Detects areas of fatigue and muscle personalized training programs
weakness, which are integrated into your fitness program.
When recovering from injury, Health Monitor can detect
which areas need work. Data is uploaded to your TOMORROW
personal computer to monitor each aspect. Although in its infancy, personal medicine is becoming
Alliances: increasingly popular. Medical tests typically available
through a physician (e.g., measuring blood to test
• Apple
nutrient levels) will be done directly at home. To ease
• Polar
• LG this process, devices will be integrated into sportswear
• Maytag
so that sweat levels are used to determine nutrient
content or lactic acid measurements can be made to
monitor fatigue. Rehabilitation programs can also be
made from data collected directly from the body.
19
20. PressurePlus monitor
Every athlete requires a cooldown following intense
TODAY
physical activity. Used in conjunction with data collected
Major bathroom fixture companies Toto, American
through HealthTrax, PressurePlus is an integrated
Standard, and Kohler create personalized shower
shower system that provides the correct water pressure
systems for homes. Professional sports teams currently
and conditions to rejuvenate your body back to peak
have specialized shower/bath systems in locker rooms
form. Targeting specific areas within your body, the
to provide rehabilitation. Shower heads and spa systems
system enhances recovery.
providing muscle relaxation can be integrated into home
bathrooms.
Alliances:
• Kohler
• ConAir
• Telus
TOMORROW
Directly connecting data collected from HealthTrax
monitors to the shower system will provide a
personalized recovery program for athletes in
rehabilitation. Specifically designed showerheads will
provide the correct amount of stimulation to specific
muscles in recovery.
Kohler and ConAir currently make sophisticated shower
systems, which can be made internet ready to create the
PressurePlus experience.
20
21. AC/HC monitor
Air Conditioning when you’re hot, Heat Conditioning
TODAY
when you’re cold, AC/HC creates the ideal body
Synthetic materials are currently being used to provide
temperature no matter what sport you are playing.
passive warmth or breathability depending on weather
Taking a ride up a frozen lift in Whistler-Blackcomb,
conditions. Active heating systems have been integrated
AC/HC provides the warmth you need, but also the
into seat fabrics for motor vehicles, which provides a
cool breeze required once you shred that double black
perfect platform to adapt to clothing. Users can control
diamond run.
the amount of heat or cooling provided by their
sportswear, enabling a comfortable experience while
Alliances:
shredding the Swiss Alps or running the final leg of the
• General Electric
Ironman triathlon in Hawaii.
• Honeywell
• Burton
• Under Armour
TOMORROW
Improvements in technology that is used to detect body
temperature will lead to a responsive type of heating/
cooling sportswear system. Sensors and monitors on
The built-in thermal sensor enables the detection of clothing will be able to automatically judge body
your body temperature and adjusts your core temperature and then provide the correct amount of
temperature accordingly to provide the best conditions warmth or air conditioning. In conjunction with H.U.B.,
for your victory. Burton and Under Armour already all aspects of the system can be controlled from a single
have synthetic materials used for body temperature unit.
control, and the addition of an active nano heating and
venting system can be applied through GE.
21
22. Flash.Forward monitor
Flash.Forward provides the ultimate incentive to
TODAY
improve your performance. Used in conjunction with
Face aging software currently exists and has applications
Calfortius athletic wear and vision products, images and
such as assisting police with finding long-missing
performance statistics are uploaded to users’ personal
children. This technology can be adapted to visualize
computers, where the Flash.Forward program calculates
full-body physical changes due to exercise variation.
future outcomes. Visualizing the positive outcomes of
Body measurements, combined with a set exercise
your hard work provides the incentive to continue your
regime, can be used to calculate what an individual
training and identify areas of improvement.
would look like if they were to stick with their plan. This
too provides a powerful incentive for individuals to
remain consistent with their exercise programs.
Alliances:
• Microsoft
• Google
• Apple
TOMORROW
In addition to physical rendering, the Flash.Forward
software will be able to determine scenario outcomes
based on collected data. With the ability to collect more
physical data on individual performance characteristics,
the program can make more precise calculations of
potential future results.
Upload outcome data to Calfortius vision products to see
what you can become. Share data on the internet so
that those around you can also experience your
determination.
22
23. boom connect
boom provides automatic updates of your athletic
TODAY
achievements to your Twitter account. Computer chips
Apple, Timex and Logitech currently have the
in running shoes send a signal when passing through
technology for timekeeping, tracking results, and
checkpoints, indicating your time and directly posting
visualizing athletes. The Boston Marathon, as with the
these results to your Twitter account. When you hit the
majority of other marathons, tracks its athletes at
25-mile mark, your loved ones can tune into the
checkpoints, uploading their personal times to a website.
webcam to watch you cross the finish line.
Partnerships with Twitter can allow users to post
athletic results to directly to their personal accounts.
Alliances:
• Apple/iPhone/iPod • Timex
• Twitter • Logitech
With boom, athletes can record their progress every
step of the way towards their goals, and share their
achievements with friends, family, or training buddies.
TOMORROW
As technology becomes more increasingly integrated
into sportswear, data collected from FootFusion and
HealthTrax can be uploaded directly to Twitter accounts,
providing real-time performance updates from various
sporting events.
23
24. CommuniSport connect
CommuniSport is a platform that provides the venue
TODAY
when you can’t be physically present. Attend a yoga class
Cisco’s Telepresence communication system allows for a
in India while you’re in your own living room on the
real-time visual and audio experience. Currently used
other side of the world. Feel the heat from within the
for business purposes, the technology is ready to be
classroom and the smells of the samosa street vendors as
applied to the consumer market. Users can experience
your push through your routine. Digital cameras from
both professional and community sporting events at a
both ends render 3D images to recreate the visual
level that is comparable to actually being there. An
atmosphere. CommuniSport allows athletes around the
individual can attend a yoga class from the comfort of
world to compete with each other. If you’re on the run,
their own home, and still have the interaction they want
link CommuniSport to your M.V.P. and H.U.B. to get the
with the instructor and their peers.
ultimate mobile experience. Have a family member wear
M.V.P. lenses and you can experience their athletic feats
within CommuniSport.
Alliances: TOMORROW
• Cisco In addition to visual and audio capabilities, technology
• Google will allow the user to touch, taste, smell and feel the
• Nike Human Race overall experience without being physically present.
Holographic and 3D imaging will also allow for a more
Cisco’s TelePresence system already shows the capability complete experience. Used in conjunction with the
for real-time video conference calls from far-off places. Calfortius M.V.P. vision wear, data can be fed directly into
Combined with Google’s 3D image capturing capabilities, CommuniSport.
this can provide a more detailed and realistic experience.
24
25. SuperScout connect
SuperScout provides a controlled-access, internet-
TODAY
based central location for young athletes to post their
Social networking sites such as Facebook, MySpace and
statistics for college and professional recruiting teams.
YouTube have provided amateur musicians and athletes a
With the number of athletes around the world vying
forum to showcase their talents. SuperScout will allow
for prestigious positions on college and minor league
more detailed statistics and performance information to
sporting teams, it is impossible for recruiters to visit
be centralized in one location for ease of data
every corner of the world. As the majority of scouts
collection. This portal will allow scouts worldwide to
recruit from a few typical places, SuperScout allows
observe potential recruits anywhere in the world.
recruiters to reach those hidden athletes in remote
Amateur athletes have the power to control their data
corners of the world.
and be seen worldwide.
Alliances:
• Facebook
• MySpace
• Apple TOMORROW
• High schools When the full capabilities of Calfortius sportswear reach
• Colleges the market, the combined system will allow for the most
precise athletic data to be uploaded to SuperScout. The
complete information, when used with M.V.P. and
CommuniSport, will allow scouts to have full visual
Athletes using the Calfortius line of sportswear are able access to athletes’ performance. This technology will
to directly upload their personal data to SuperScout. eliminate live recruiting sessions, travel, and allow access
Facebook and MySpace already contain the online to a much wider range of individuals.
community structure which can be expanded for
athletes. SuperScout can be used in conjunction with
CommuniSport to provide virtual recruiting sessions.
25
26. M.V.P. coach
Multi Viewing Perspective (M.V.P.) puts you directly
TODAY
in the game. Your favourite athlete wears specially
Virtual reality gaming currently exists, providing users
designed contact lenses, glasses, or goggles that track
the ability to completely immerse themselves. Video
their perspective on the field. By wearing similar lenses,
simulators are also currently being used for training
you can experience what it’s like to be at the highest
purposes (e.g., flight simulators). By recording athlete
level of professional sports. Used in conjunction with
performance (currently being done with micro cameras)
Calfortius athletic wear, you can have the full-body
and transferring data to optical wear, users can visualize
experience of your favourite athlete and learn to
scenarios for training purposes.
perform at the highest level. Linked with H.U.B., M.V.P.
can provide personal trainers to push you to your limits.
Alliances:
• Oakley
• Acuvue
• Nanotech TOMORROW
• Microsoft Users will be able to link visual data from their own
personal optical wear to other users, providing a shared
experience. Two individuals, miles apart, will be able to
train together for support. Improvements in nano-
Besides the training aspect of M.V.P., one can also wear technology will allow data readers to be implemented in
the special contact lenses while at sporting events to contact lenses. Professional athletes will be able to wear
bring the live experience to a different level. Parents such lenses during events, with data being transferred
who can’t make their child’s hockey game can use the to other units allowing a direct first-person viewing
vision system to watch and experience their every perspective.
move.
26
27. Athletimotion coach
With similar motion capture technology to that used in
TODAY
video games and 3D animated movies, Athletimotion
Motion capture technology is currently being used for
brings its capabilities to the everyday athlete. Sensors
movie making and to create realistic video games. This
embedded within athletic clothing can detect your every
technology captures athlete performance for video
movement with precision, which can be transferred to
games and can be adapted to be used for training
your computer. Analyze your strengths and weaknesses,
purposes. Professional athletes are ideal users of such
get expert advice, and even compare your movements
technology today to assist them with training purposes
to the pros to maximize your potential.
such as improving form and positioning. Amateur
athletes could also go into special labs to use the
Alliances:
technology.
• Sony Imageworks
• Electronic Arts (EA)
• Nike
• Under Armour
• Microsoft TOMORROW
In the future, motion capture technology will be adapted
for the consumer market. Sensors will be adapted to
sportswear, with data transmitted to personal handheld
Video game makers such as EA currently use motion
devices or the internet for easier access. Athletimotion
capture to get star athletes’ precision moves into their
data will be used in conjunction with SuperScout, M.V.P.
games, and can provide the expertise required to adapt
vision wear, and CommuniSport, which provides the
this technology to the everyday athlete. Combined with
platform to use the information for various purposes.
GPS tracking, athletes’ positioning on the court can be
Individuals around the globe will be able to receive
analyzed and used to improve game play and for
precise movements.
officiating purposes.
27
28. In
a
future
era,
we
are
in
a
place
where
sport
is
not
something
we
do,
but
something
we
are.
Nothing
is
impossible
and
everything
is
legendary
because
you
body
moves
to
make
it
real.
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
STRATEGIC PARTNERSHIPS & BUSINESS MODEL
29. GENERATES
THE BUSINESS
DESIRE
To achieve who they COMPLETES THE BEHAVOUR CYCLE
want to be and
express who they are
CREATES THE BUSINESS
through sports
MEDIA BEHAVIOUR
GOALS
Training
To become healthier
Health awareness
and fitter, physically
Community building
and mentally
COMPELS SUSTAINS
To connect with
THE USER THE BUSINESS
community
RELATIONSHIP
Me <-> Community
MOTIVATION ACTION
Present <-> Future
To sustain, to enhance, Personalized training
Real life <-> Virtual life
to succeed, to leave Interactive exercise
Users <-> Service
your mark, to achieve Health monitoring VALUE AS MEDIA
providers
happiness Virtual experience Enhancing your
experience by
knowing you
SATISFACTION
BUSINESS ACTIVITY Motivation
User information storage Results
Data analysis and brokering Emotion
System licensing Connection
STARTS A NEW
BEHAVIOUR CYCLE BEHAVIOUR DISRUPTION BUSINESS DISRUPTION
Dynamic personalization Micro-customization
Total awareness Enabled wearables
Everywhere presence Everywhere connection
BUSINESS MODEL MAP
30. In
a
future
era,
we
are
in
a
place
where
sport
is
not
something
we
do,
but
something
we
are.
It
is
a
part
of
our
being,
our
life
and
how
we
exist.
REVENUE OPPORTUNITIES
31. In addition to the conditions of user acceptability and PHASE ONE
technological now-ability, potential Calfortius applications are
also assessed based on their strategic value and viability in H.U.B.
the market.
H.U.B. provides the central platform that links Calfortius with
service providers, equipment manufacturers and users. From
this foundation, Calfortius expands through three phases, FootFusion
creating new strategic partnerships at each stage. The
system generates multiple revenue streams from linking
products and facilitating the exchange of information.
As health becomes a state of being, there is no separation
between what is sport and what is a necessity of life. In this
world, Calfortius is the means to enhance your life
boom
experience.
STRATEGIC PARTNERSHIP ECOSYSTEM
32. PHASE TWO PHASE THREE
M.V.P. HealthTrax
Athletimotion
AC/HC
PressurePlus
CommuniSport
SuperScout
FlashForward
STRATEGIC PARTNERSHIP ECOSYSTEM
33. Future: EXPANSION
heal
The rich potential for Calfortius extends far
beyond sports.
Calfortius applications that strengthen the human body
can be translated to the medical field. Athletimotion
In the future, the same tools that allow us to coach,
can be used to rehabilitate patients after illness or injury.
connect and monitor athletic performance can be
HealthTrax can monitor patients during their
expanded to:
recovery, including vital statistics and delivery of
medication. Physicians can use M.V.P. technology for
• Help care for the sick
remote diagnosis and treatment.
• Watch over our loved ones
• Learn, grow and experience the world
Where could we go?
There is no finish line.
This is only the beginning.
33
34. Future: EXPANSION
enrich
Travel, discovery, education... the potential for Calfortius
is endless. M.V.P. and CommuniSport can be used to
explore the world and experience life through another’s
eyes. H.U.B. can connect diverse communities and offer
supportive feedback as we strive for improvement, while
SuperSport provides a unifying platform for sharing
information and telling our stories.
protect
With Calfortius, caregivers can watch over their children
or elderly relatives even if they’re not physically present.
HealthTrax and boom can monitor their wellbeing
and provide real-time updates, while Flash.Forward
can predict future outcomes and warn for trouble.
CommuniSport can bring together family members
from hundreds or thousands of miles apart.
34
