Future of Sport Lab names 10 new startups to accelerator program

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This article was published 15/05/2025 (452 days ago), so information in it may no longer be current.

TORONTO – Artificial intelligence is here to stay, at least in the world of sport tech, according to one industry expert.

The Future of Sports Lab announced the selection of 10 innovative startups for its incubator program on Thursday. Cheri Bradish, an associate professor at Toronto Metropolitan University who is the founder and managing director of the school’s sport tech accelerator, said more applications to the program involved AI than any other round of pitches in its 10-year history.

“It’s ubiquitous in the sense that it’s everywhere, and we are now determining how we can best utilize it in a tech sense, and other kind of layers, throughout business units, throughout the sport tech industry,” said Bradish in a phone interview on Thursday. “I think it’s going to be an art and a science because there’s so much human element that’s relied upon in sport, both on the business and performance side.

“But I think to make better predictions on some of the recovery technologies we’re looking at, it’s obviously playing the lead role.”

Three of the 10 startups who have partnered with the Future of Sport Lab have AI as part of their business plan. 

Calgary’s HooperIQ is the first AI-powered basketball IQ training platform, helping athletes master decision-making through personalized quizzes, film analysis and automated game breakdowns.

Elev8 & Perform of Markham, Ont., is wearable technology that boosts cardiovascular health, accelerates recovery, and enhances performance using quantum nano biomaterials and AI-powered smart imaging and analytics.

Lubu Technologies, based in Los Angeles, is developing AI-powered smart insoles that transform any shoe into a gait lab, helping athletes prevent injuries, optimize performance, and refine technique.

Bradish noted that this year’s class also includes startups led by people with a background in sports.

“Each cohort is a special class that defines itself in certain ways,” she said. “What we have in this group, which we’re excited about, is a number of high-performance athletes.

“We have leaned into embracing a culture of supporting athlete entrepreneurs. That is something that we are excited about, and I think it also definitely brings some really unique skills and competencies and assets to the group.”

Toronto’s CoachThem, a digital coaching platform created by former NHL players Mike Weaver and Robb Tallas, streamlines practice planning with intuitive tools that drive player development and coaching efficiency.

Iron Lady Golf, also from Toronto, was founded by PGA professional Lindsay Knowlton. It seeks to create an empowering community for women with over 30,000 participants reached through inclusive, confidence-building golf experiences.

Ottawa’s MOMentum was founded by Olympians and Paralympians and supports elite athlete mothers with financial grants, advocacy, and community resources to ensure family planning is never a barrier to success in sport.

All of the startups are at different stages of development but are expected to take strides over the Future of Sport Lab’s eight to 12 week curriculum. 

“We’d like to help them accelerate the growth of their business,” said Bradish. “Some we know are already out there, either raising capital or building new partnerships on that customer journey. 

“That’s the kind of curve. We like to come in and help them accelerate their business.”

Coordle, from Baltimore, is transforming group travel and sports tourism, by offering a centralized platform that connects teams and participants with local businesses.

Toronto’s FanMore is a loyalty and rewards platform helping teams engage the untapped 90 per cent of fans not in stadiums, creating new revenue streams for sponsors and organizations.

Shake, from Washington, D.C., is a free-to-play platform delivering fan experiences through sports and entertainment event aggregation.

The Playbook, out of Minneapolis, is an award-winning mental health platform for athletes and teams that tracks stress, well-being, and resilience, providing actionable plans for athlete wellness. 

This report by The Canadian Press was first published May 15, 2025.