SportsTech Ireland Expands its International Board

SportsTech Ireland Grows Advisory Board In Ireland and the US

[Limerick; 6th February 2018] SportsTech Ireland has announced the addition of two new members to its international advisory board, including Sam McCleery, the VP of UnderArmour’s Innovation Lab in Baltimore in the US, and George Kennedy, Corporate Partner at Holmes O’Malley Sexton Solicitors, headquartered in Limerick, Ireland.

SportsTech Ireland is a not-for-profit organisation that champions sports technology and innovation, helping to position Ireland as a leading destination for FDI and startups. The organisation has formalised projects and partnerships with Ireland’s Industrial Development Authority, (IDA), Ireland’s leading sports campus the University of Limerick, the University of Ryerson, Toronto, leAD Sports Accelerator in Berlin and Stadia Ventures in the US, among others.

McCleery has strong Irish connections and has a history of driving change and innovation in multiple sectors. As Chief Technologist with ESPN (the world’s largest sports TV network), he championed fan engagement across platforms. With a long career in sports TV, he created the field of ‘virtual’ advertising, creating groundbreaking adverts which revolutionised the commercial ad space.

Kennedy joined HOMS in 2011 from A&L Goodbody in Dublin. Since making Limerick his home, he has also been a champion for change, shaping the growth and development of the city, as an advisory board member of Innovate Limerick and as a Director of Limerick Chamber. HOMS employs over 150 people across its offices in London, Dublin and Limerick, and offers extensive legal services across 26 practice areas.

They both join a distinguished panel of advisors that includes award-winning founders, investors, athletes, entrepreneurs and educators. SportsTech Ireland, with the support of its advisory board, and a diverse range of mentors and international partners, has committed to doubling the number of sportstech startups in Ireland by 2020. SportsTech Ireland has been instrumental in working with the IDA to attract a number of high profile sportstech firms to the midwest of Ireland, with the creation of over 120 new jobs.


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Berlin’s Adidas Family Funded Accelerator Winners Announced

19 iOT, Video, Apps and Hardware Startups stand out at the leAD Selection Days


In July, leAD Sports Accelerator, the sports startup programme developed by the grandsons of Adi Dassler, invited 40 sports startups from all over the world to gather in Berlin for two gruelling days of competition and assessment, with the goal of selecting 15 companies to participate in its sports acceleration program. Winners will come to Berlin for three months of intensive mentoring, leadership development, network building, and those remaining in the accelerator after the semi finals on Oct 11 will receive an investment of €25,000. Eventually, due to the high quality of the invited startups, 19 instead of 15 were selected to join leAD  in September.


The programme, aimed at sports companies at early stage, received 480 applications from 26 countries. Teams that assembled in Berlin came from as far away as New York, Hong Kong, Tel Aviv and New Delhi, joining other teams from all over Europe.


Trends of note: There were a high number of startups commercialising video technology within the sports market. These included video analytics for feedback, player performance, as well as technology for score keeping and tracking. Video analytics for athlete scouting as well as trend analysis was also a common theme. Apps of course were plentiful across the board.


IoT was everywhere and present in a diverse array of companies. Smart tennis courts, smart referee watches, and smart athlete devices all stood out as companies that had harnessed connectivity to improve sports for all. Sports nutrition startups were also out in force. A smart bottle with Nespresso style nutrient capsules made the final cut.


Manufacturing innovations also abounded. Winners of note included a skateboard designed to mimic all the movements of a surfboard, a helmet with detachable earphones, a suitcase that could connect to your bicycle for bike tours, and socks with a special surface that acted like shoes.


Tim Krieglstein, Managing Director of leAD said: “We were overwhelmed with the volume of ideas, the quality and the innovation that we saw here in Berlin. It is remarkable what can be achieved when you are truly passionate about an idea. We are delighted to be a part of so many new stories in the world of sports.”


After an intensive interview and selection process, the following 19 companies were announced as winners, and will be accepted into the leAD programme, which will begin in Berlin in autumn:


– Wingfield
– UNIT 1
– Skinners
– Fitto Nutrition

– Reachbird Sports
– Accuwear
– 2020 Armor
– bstoked
– Bio Boards Landsurf
– Venuzle
– Evolve Basketball App
– Sentier Adventure Gear
– Valtik Foods
– Starting 11 LLC
– The Movement Athlete
– Winmill
– ForwardGame AR
– Who Knows Wins
– Horse Analytics


About leAD Sports Accelerator:


leAD Sports Accelerator – legacy of Adi Dassler, launched in Berlin, Germany to boost talented founders and turn promising startups from seed to fully-functioning, profitable ventures.  The first edition of the leAD Sports Accelerator will take place from 12 September to 8 December 2017 in Berlin, Germany. leAD Sports Accelerator was initiated by the grandchildren of Adi Dassler together with a unique group of shareholders who are experts in the fields of venture capital, business, sports business and tech.


Passion for sports – leAD Sports Accelerator:

Video – leAD Sports Accelerator – the Legacy:

Social channels




Startup Overview:


Wingfield is developing a system that can transform any tennis court in the world into a smart court. Playing on a court that is equipped with their system, the players get the same game analytics as the professionals do. With a combination of hardware and Arti cial Intelligence, the system keeps track of the score, analyzes strokes and gives personal feedback right after matches or practice sessions. From the average speed of serve to a point by point video analysis, the system provides all the information needed to improve. The system only costs a fraction of a professional system and is easily set up.


Unit 1

UNIT 1 developed SOUNDSHIELD, an all-season action-sports helmet with wireless, detachable headphones. It provides a seamless experience both on the slopes / parks and outside of them. When skiing, snowboarding, skateboarding or biking you wear both, the helmet and headphones, seamlessly connected. When done riding, you simply detach your headphones and take them with you, no need to leave the music behind. It also features a speci cally designed interface, a proprietary docking system, Hi-Fi audio and a built-in mic for taking calls.



Skinners is a new kind of footwear. The innovative sock-shoes are designed for travel and sport enthusiasts. They provide ultimate freedom of socks with protective elements of shoes. Due to their compact dimensions, Skinners are useful as a handy backup footwear for outdoor activities (e.g. inline skating, cycling, hiking, rock climbing etc.) or as a primary pair of shoes (gym, yoga, pilates, running etc.). Skinners are produced with a unique waste-free technology that does not use any adhesives or seams, guaranteeing that the abrasion-proof handmade bottom part is neatly joined to the upper antibacterial material.


fitto Nutrition

fitto is an IoT consumer health startup aiming to disrupt the supplements industry. tto wants to create the new age of smart personal nutrition with a smart bottle, pods and AI engine platform that optimizes nutrients intake and body potential through user pro ling. It syncs and utilizes data from biometrics and health cross devices and platforms. The users get real-time nutritional status and progress on goals.



Reachbird is a Influencer Marketing SaaS-solution that uses AI to nd the right influencers. The SaaS-solution of Reachbird provides marketers with three tools to professionalize influencer marketing. In the rst step, a search engine helps marketers to identify influential persons in social media that really t the purpose of their advertising campaign. The search engine is based on AI, using social media data to make a perfect match between advertiser and influencer. In the next step, a management-tool helps marketers to control advertising-campaigns in every step – giving marketers the possibility to communicate with influencers as well as an integrated payment solution. The third tool provides in-depth analytics on the outcome of a social media campaign with influencers. Reachbird now wants to tap into influencer marketing in the sports industry.



Accuwear provides athletes and race participants with powerful information they did not have before. With the Accuwear Band, athletes can gain access to ranking positions, live-tracking, estimated nishing times, time/distance from their next competitor ahead and much more during the race. The live data is sent to the mobile app so that fans and spectators can follow the action from anywhere. The data collected is monetized through media organizations such as TV and social media feeds.


2020 Armor

2020 Armor wants to change the way we do martial arts in a competitive way. Common counting systems in Taekwondo, the most popular martial art (80 million people practicing), favor taller players and are hard to understand through the electronic counting that was introduced eight years ago. 2020 Armor’s goal is to provide a solution inspired by street ghter games. Fighters in a competition wear vests with sensors and start all with a certain amount of “energy”. The harder the ghter is hit, the more energy he loses. The rst one to lose all energy is defeated. This should bring even more excitement to martial arts.



bstoked is a marketplace for action & adventure sports travel, which makes outdoor sports experiences around the world accessible to a large, global audience. It minimizes the planning time, risks and costs while optimizing the travel and sports experience on many levels. Sports enthusiasts can easily discover and book unique sports experiences around the globe, which are offered by independent local tour operators or experienced local sports practitioners that can hardly be found elsewhere. It allows local hosts with little to no infrastructure to attract guests without expensive intermediaries.


Bio Boards LandSurf

Bio Boards developed the LandSurf, a skateboard that through its innovative setup allows you to perform unique surf tricks and maneuvers on land. Using advanced research technics, they’ve mapped the biomechanics of sur ng and engineered a board that perfectly recreates the sensation of sur ng on the land. The development was done in corporation with professional surfers. Additionally, the board is made of recycled materials only.



The vision of Venuzle is to make the planning and coordination of sports activities user-friendly. At the same time sports providers are given the opportunity to optimize their management, communication and distribution channels, as well as simplifying manual processes and increasing the utilization. They provide an online marketplace to search and book sports venues and sports courses, match sports partners, nd new teammates, join other teams or manage their own teams for sportspeople. For sports providers, the Venuzle Sports Manager is an enterprise management solution for municipalities, local councils, clubs and schools to manage their facilities, courses and enrollment or offering of private.


Evolve Basketball App

Evolve Basketball App is a virtual training platform for youth to enhance their skills regardless of their demographic, location or money situation. It combines social media with gami cation features implemented so users can have the ability to unlock videos via ads free of charge and the ability to purchase coins to unlock videos. Users also can choose from multiple elite certi ed trainers across the world. The app allows them to interact with the trainers on a personal level. Users also can save up on coins as the coins are a virtual currency that allows you to buy goods inside the app from sponsored brands.


Sentier Adventure Gear

Sentier Adventure Gear is a hardware startup focused on building technical, smart and tailored products for outstanding performance in the most challenging urban and outdoor conditions that encourage enthusiasts to empower life as a journey by avoiding complexity and time- consuming effort. Their rst product is the Bike Trolley, a new concept of a trolley bag, easily convertible to a high-performance bike trailer.
It drastically enhances the luggage handling experience while providing an outstanding riding performance, reducing travel costs and stress.


Valtik Foods

Valtik Foods developed a fast-absorbing hydration mix under the trademark TITANIUM that provides faster hydration avoiding stomach distress both for the amateur and the endurance athlete. The mixture of sugars and electrolytes moves from the gut to the bloodstream in just 15 minutes compared to other products that do this in 30 minutes or more. It favors gastric emptying and carb absorption rate in the small intestine and inhibits glucose saturation in the cell membrane of the cells in the body. They also understood that different sports have different sweat rates, and energy and muscle use. They thus developed four lines of TITANIUM segmented by sport category adapted to each sport’s speci c needs.


Starting 11 LLC

Starting 11 is a daily fantasy soccer app. Users build an 11-player fantasy roster of real-life soccer players and compete against other users. Statistics accumulated by real-life players are converted into fantasy points that are earned by the user’s 11-player fantasy roster. The user’s team with the most fantasy points at the end of a single day wins the contest. Starting 11 offers both free contests and contests where users can win cash prizes. Starting 11 is dynamic because users can make up to three in-game, real-time substitutions, just like a real soccer man- ager. Their geolocation feature allows users to challenge fans watching the match nearby in a soccer bar or soccer stadium. Or, users can in- vite friends to play private 1 vs. 1 games.


The Movement Athlete

TMA is an educational platform & technology making learning bodyweight and movement disciplines like calisthenics, gymnastic, acrobatics and circus skills – previously, expensive and inaccessible – easy, fun and safe for everyone. They distill the knowledge of the world’s best gymnastic & calisthenics coaches and physiotherapists to make professional training available to anyone. Through comprehensive athlete assessment, they identify exactly where you are at and create a fully personalized training program just for you. Each workout pushes you a little bit more, learning new and harder movements, and unlocking new levels of strength, flexibility, and mobility.



Winmill is building a training tool to improve every ice hockey players’ abilities to train smart. They are building a training device that can pass and shoot pucks by using stereovision to provide the highest level of training for every individual. They also provide video and statistical review about the trainings. Additionally, they are developing a software for coaches that aggregates information from trainings and games through innovative sensor technology.


ForwardGame AR

ForwardGame AR is building a bridge between the virtual and the physical worlds, bringing the fun of playing back to the streets, parks and backyards. Their mission is to build a variety of solutions, including jogging and workout gami cation, real-world multiplayer games, smart interactive playgrounds and many more. Their rst game is a real-world real-time mobile strategy game (capture-the-flag). Users are required to get outside with friends, divide into two groups and start the battle! During the game, they gather power-ups, attack the opponents, defend their base and capture the enemy’s flag. Every meter traveled counts as a game point. The battle lasts 20 minutes and the recommended number of participants is 6.


Who Knows Wins

Who Knows Wins (WKW) is an interactive social gaming platform that allows friends, family, and colleagues, to compete against each other in leagues, using their knowledge, skill, and luck to predict results on virtually any sporting event. The WKW- Team is trying to take the gambling’s negative stigma away through socializing it. Their platform is not as much about money as it is about community. WKW is the place to predict, compete and win cash in the company of friends, family or even total strangers.


Horse Analytics
Horse Analytics is the easy one device solution to connect horse and owner 24/7 allowing for an easy access of health and trainings related aspects. HorseAnalytics empowers horse enthusiasts to monitor and improve the health and training of their companions by applying successfully tested technologies from human sport wearables combined with constant data quantification and real-time scientific analytics, fostering an intimate understanding.


SportsTech Ireland Innovation Showcase

SportsTech Ireland launched on the 15th of June. We welcomed 100 special guests to King John’s Castle, where we shared our vision and our values, as well as some old fashioned hospitality, to accompany the broad variety of companies that exhibited on the day.

We featured hi tech companies at every stage, from ideation right through to those turning over tens of millions overseas. We welcomed companies working in wearables, gaming, high performance, analytics, sports clothing, equestrian tech and lots more.  Keep your eyes peeled for showcase interviews like this one with Kitman Labs. 


SportsTech Ireland Launch: Kitman Labs

At the official launch of SportsTech Ireland we were delighted to welcome over a dozen companies to the Innovation Showcase. one of these was Kitman Labs, a sports data company based in Dublin that enables athletes and coaches to avail of and interpret real-time results. Kitman Labs employs more sports data analysts than anyone else in the industry.  They are also offering the world’s first athlete optimization system as a cloud-based service.

A huge thanks to Kehlan Kirwan at RedEye Media for putting together this clip from our launch. 

Launch Event: Thursday June 15th

SportsTech Ireland will launch officially in the heart of Limerick on Thursday 15th of June, at King John’s Castle in the heart of Limerick.

The event will feature a number of international case studies from SportsTech leading companies from around the world. Its founders will present the tenets of SportsTech Ireland’s not-for-profit founding principles. and will welcome partners, sponsors, advisors, mentors and press to gather and discuss the future of the sports and technology ecosystem in Ireland.

The origins of SportsTechIreland

SportsTechIreland is a organisation committed to the development of SportsTech in Ireland. Its goal is to provide a bridge between coaches, athletes & players, investors and SportsTech entrepreneurs, businesses and international companies.

The organisation was set up by three female entrepreneurs and business leaders with a strong affinity for technology. All three were based in the Nexus Innovation centre at the University of Limerick. It was almost inevitable that they would join forces to help promote their shared passions, sport, and Limerick.

Grainne Barry is the COO and executive board member of Salaso Health Solutions, a connected health company providing Class I Medical Device technology for physical rehabilitation. Salaso specialises in evidence-based and data-led exercise prescription software which aims to get people better faster. Salaso is considered to be one of Ireland’s SportsTech success stories. Grainne has a number of degrees and qualifications across business, finance and technology, though she started out as a software engineer. A graduate of the top 25 Leaders Women Executive Network Programme from UCD, she is one of Ireland’s stand out female technology leaders. In her free time, she supports her local GAA club and coaches camogie.

Martina Skelly is the founder of Activate Marketing, founder and CEO of YellowSchedule. Martina has a strong foundation in technology and the web. Martina also runs a bespoke digital marketing consultancy, and has worked with clients such as Renault Ireland, Adare Manor, the University of Limerick, the Western Development Commission, Fota Island & Irish Farmhouse Holidays on their online strategy. Martina lectures for the Digital Marketing Institute and delivers the Online Marketing Module for Enterprise Ireland’s New Frontiers programme. Winner of Vodafone Women in Business Award and Silicon Republic top 100 Women in STEM.

Emily Ross is the CEO of InkVine Communications which was founded in 2016, her clients include WhatClinic, RowingIreland, Piply and more. Prior to setting up Inkvine, as Director of Marketing with she helped grow traffic and revenue year on year for four years, through the application of detailed and integrated inbound marketing campaigns. She spent a number of years as head of corporate partnerships for UNICEF Ireland, before taking on the role of Director of Public Fundraising. She lectures for the Irish Times, and as a freelance journalist, she has written for Image, The Gloss and a number of national papers and journalists. In her free time, she competes at rowing, as well as rowing coaching. She also runs an award-winning sports blog for women.