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Nix Wins $15,000 Grand Prize and All-Expense Paid Trip to Under Armour at the 2018 SFIA Start-Up Challenge

Date: 9/26/18

CONTACT:                                                                              FOR IMMEDIATE RELEASE

Alli Schulman




Nix Wins $15,000 Grand Prize and All-Expense Paid Trip to Under Armour at the 2018 SFIA Start-Up Challenge
SFIA hosts 3rd annual Start-Up Challenge, showcasing latest innovations in sports, fitness and technology

DENVER, CO (Sept. 26, 2018) – The Sports & Fitness Industry Association (SFIA) has concluded a successful first day of the 2018 Industry Leaders Summit. The Start-Up Challenge held true to its reputation of showcasing the most innovative products hitting the industry, as six entrepreneurs took the stage to present their young companies in front of a distinguished panel of judges, comprised of CEOs and industry-leading investors. Nix, the creators of high-tech sensors, capable of measuring hydration status via sweat to optimize safety and physical and cognitive performance, ended up taking home the grand prize, a $15,000 check (provided by Black Lab Sports) and an all-expense-paid trip to spend the day with the Under Armour Innovation Team.

“It's an honor to be recognized by SFIA as part of the Start-Up Challenge,” said Meridith Unger, Founder and CEO of Nix. “We are fortunate that we have a story that resonates with athletes across all segments of sports and fitness, and grateful that SFIA is an organization that appreciates the contributions of early-stage companies aiming to improve sports, health, safety and the industry as a whole.”

Despite the challenge recognizing just one winner, all participants were provided ample opportunities to benefit and advance their businesses throughout the event. In addition to the judges, the contestants pitched their companies and products in front of the entire summit audience, which featured over 200 C-Level executives from companies such as adidas, Amazon, Nike, Under Armour, Wilson Sporting Goods, Walmart and many more. This presentation format allowed the entrepreneurs to grow their brand awareness among the right audience, filled with potential new partners, mentors and customers.    

“The range of products and technologies were impressive today,” said Start-Up Challenge judge, Dan Sheridan (Executive Vice President, Brooks Running). “I think it just shows the innovation happening in the industry, and what a great forum to present. I found the technology side to be the most unique - There’s definitely some disruptors in there.”

The Industry Leaders Summit, the two-day event that hosts the Start-Up Challenge, offers these young businessmen and women an unparalleled experience. The combination of networking and educational panels and presentations allows them to learn about the industry, as a whole, and how to best build their business for success.

“The Start-Up Challenge franchise is thriving, and we are so proud of what it has become - The entrepreneurs who presented today are undoubtedly driving the sports and fitness industries forward,” said John Peters, vice president of business development at SFIA. “The demand for this contest is highly attributed to the people in the room – with industry-leading investors looking to deploy capital, retailers looking for new products, distributors looking for new partners and the real-time feedback from CEOs who are running some of the biggest brands in the world.”


ABOUT SFIA: The Sports & Fitness Industry Association (SFIA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products and fitness industry. SFIA seeks to promote sports and fitness participation, as well as industry vitality through research, thought leadership, public affairs, industry affairs and member services. For more information, please visit www.sfia.org.


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