SFIA Start-up challenge
A pitch competition for innovative entrepreneurs and emerging companies that are transforming the sports and fitness industry through groundbreaking products and technologies, providing opportunities to connect with industry leaders, attract investment, build strategic partnerships, and accelerate business growth.
The SFIA Start-Up Challenge is an innovation showcase and pitch competition for entrepreneurs and early-stage companies that are advancing the sports and fitness industry.
Gain valuable exposure, build relationships with industry decision-makers, explore funding opportunities, create strategic brand partnerships, expand distribution channels, and compete alongside some of the most innovative start-ups in the industry. This is your chance to showcase your business, accelerate growth, and make meaningful connections that can help take your company to the next level.
2025 Champions
Compete on stage and become part of the growing $350M+ success story. Start-Up Challenge participants have collectively raised more than $350 million in funding.
Be Part of The Story
Present your game plan to a panel of industry executives, investors, and private equity leaders while building connections that can accelerate your company's growth.
Pitch Your Game Plan
2025 Champions Spotlight
An AI-driven rules companion that translates referee jargon into plain language – instantly. Type or ask your question mid-game and get a clear, concise explanation before the next play unfolds.
A patented, portable force deck that combines cardio, strength, balance, and impact training with real-time performance analytics.
JBRDS
Helping kids start sports on the right foot with anatomically correct footwear designed for movement, play, and active lifestyles.
The world's first objective scoring system for team sword fighting, powered by a patent-pending Magnetic-Velcro-Tag Capture System that shifts the goal from striking opponents to capturing their UltimateTags.
A niche athletic brand built to finally shine a light on those who play football, work the hardest, and never get the full attention they deserve – the linemen.
Previous Champions
2024 - MAAREE
A sports bra company known for its innovation Overbadn Technology featuring a curved panel that provides superior upward support to reduce bounce, especially for high-impact activities.
2023 - REEPLAYER
Reeplayer, led by Founder Orhan Basak Ajredinovski, uses AI technology to autonomously record and live-stream high-quality footage for youth and amateur sports.
2022 - IDA SPORTS
Creator of a soccer cleat designed specifically for women. This initiative is about more than a shoe. IDA is dedicated to gender equality, empowering women and girls, and ensuring everyone has the right to enjoy sport.
2021 - BISU
Bisu Body Coach is a home health lab that provides personalized nutrition and lifestyle advice through easy, accurate urine tests. bisu has received over $3MM in funding.
2019 - MIRO AI
Miro has created complex algorithms to capture valuable athlete data from various athletic competitions. This type of AI provides insights to brands and retailers, picking up in-depth trends and patterns, regarding apparel and equipment, among many different demographic breakdowns. Since being founded two years ago, Miro AI has raised more than $800K.
2018 - NIX BIOSENSORS
Nix’s high-tech sensors, capable of measuring hydration status via sweat to optimize safety and physical and cognitive performance are changing the game for athletes. Nix has received over $1.5MM in funding.
2017 - SHOTTRACKER
ShotTracker’s Founder and CEO, Davyeon Ross, and Co-Founder, Bruce Ianni, won SFIA’s 2017 Start-Up Challenge with their game-changing product helping basketball players, teams, and coaches get real-time insights on court performance. Since competing two years ago, ShotTracker has raised more than $10,000,000 and now counts Magic Johnson, David Stern, and Ryan Howard as investors.
2016 - HOOKIT
Hookit’s CEO, Scott Tilton, took the Start-Up Challenge prize in 2016. Hookit’s sponsorship analytics platform is disrupting the sponsorship marketing industry by equipping marketers and properties with actionable insights to effectively valuate partnerships. Since winning the inaugural challenge, Hookit has raised more than $16,000,000.
Snapshot of success
April 9, 2024 – Volt Athletics elevates AI-powered athlete development platform with acquisition of ZAMA Health
July 11, 2023 – Greenfly acquires AI provider Miro AI to enhance short-form content solutions.
June 2021 - Raised $5.1M, with participation from Northwestern University and sports industry investors.
October 2021 – Raised $3.2M in seed funding and secured an ASICS collaboration.
October 2021 – Acquired by Slinger in an $82M acquisition.
January 2021 – Raised $11M led by Verizon Ventures and Evertz Technologies, based in Canada.
December 2019 – Slinger Bag went public, beginning trading under the ticker symbol “SLBG.”
September 2021 – Acquired by Nautilus, Inc.
Finalists through the years
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