The business of sports tech, in brief.
wearables · HQ Finland
Makes sophisticated fitness trackers.
No funding rounds tracked yet.
Finance, an industry packed with individuals striving to squeeze out every last ounce of alpha, has proven to be a fruitful market for sophisticated fitness trackers from companies like Whoop, Oura and others
Oura, the maker of popular biometric tracking rings, announced Tuesday morning that it would delay its planned $2.2 billion IPO due to market “uncertainty.” The move could affect a number of the company’s sports-connected investors, who might have been in line for a hefty return as part of the…
Jack of all trades, master of none: new findings show that philosophy is exactly what's hurting fitness and wellness apps in the age of AI
We've rounded up the best new products in fitness & wellness, including the latest wearables, coolest activewear releases, healthy drinks & more.
ŌURA has signed Harry Kane and Declan Rice as global ambassadors to support athlete health monitoring during the UK football calendar. The agreement establishes long-term partnerships with the two England players, who will feature in marketing activity centred on performance, recovery and health…
England's top players will head a marketing campaign for Oura, adorning the new Oura Ring 5 as wearable brands look to leverage World Cup hype.
Oura has been named the official wearable of U.S. Soccer. The smart ring company will equip players, coaches and staff across the organization with its biometric insights ahead of the U.S.-hosted World Cup.
Google is developing its own fitness band, aiming to compete with screenless wearable devices from upstarts like Whoop and Oura.
Wearable makers including Oura, Ultrahuman, Whoop, Apple and Garmin made big strides in 2025. ATN breaks down how the space is evolving.
