The first SportTechHub Demo Day by London Sport

March 28 was a special day for London Sport as the first cohort of their SportTechHub accelerator program presented itself to the public.

London Sport has the vision for London to be the most active city in the world. Their approach is to work with everyone who delivers opportunities directly to Londoners. They provide insight, knowledge and expertise to anyone in London working in physical activity and sport.

SportTechHub is is London’s first facility dedicated to start-ups driving innovation in physical activity and sport. Based at House of Sport in the heart of the capital, Sport Tech Hub provides the brightest start-ups focussed on raising levels of participation in sport with a 24-week programme of support delivered by industry experts.

The Demo Day marked the end of the programme. The event was hosted by Fieldfisher LLP in their beautiful office space in the heart of London. It was kicked off by Tove Okunniwa, the CEO of London Sport.

The startups

12 companies of the program were keen to pitch in front of investors, experts and other interested people at the Demo Day. And here’s an overview about the startups of the first cohort (in alphabetical order, information based on the handout).


BATFAST is a UK based company that manufactures and operates Automated Sports Simulators for training, engagement and entertainment. We aim to make it easier for people to play sports by providing solutions to the key inhibitors for the sports; Time Commitment, Cost, Skill. BATFAST encourages more people to take up sport for personal development.


FitSwarm provides a white-label capability for organisations to deliver live, 2-way streaming of fitness, health and wellbeing sessions over the internet. 2-way sessions mean that trainers can see and hear participants in real-time, whilst participants can see and hear the trainer in real-time, allowing a fully engaged session to take place across continents. FitSwarm not only enables organisations to provide a convenience channel to existing members, but also a means of connecting with new members and inactive populations.


There’s no easier way to get your activity online! Makesweat is a booking and membership platform for sports clubs and activity & wellness providers; we’re optimised for organisations that have found it too complex or expensive to get online in the past or are just starting out and need a cash-free operation. Makesweat is easy to use and has no signup cost, and for amateur clubs is exactly the same price as Paypal. As well as the entire payment & booking flow, including complex uses such as waitlist management, Makesweat features social engagement elements such as automated nudge emails, Kudos, Ieaderboards, embedding in club websites & plastic printed membership cards.


Rabble is a fitness company on a mission to make exercise fun. We do this by turning exercise into games, we play everything from British Bulldogs to Capture the Flag, Dodgeball and more. Our games are designed so that anyone can join in, to be super fun, social and a workout without realising it.


Racefully is a connected social fitness platform that enables businesses, charities and other organisations to engage with their audience, build active communities, and get everyone exercising together virtually, no matter where they are in the world.

Sport Heroes

Sport Heroes Group was established in 2014 and is passionate about motivating and inspiring people to be more active. We are a team of 45 people based in France, Australia, New Zealand and the UK and are rapidly becoming a major force in the digital sports media. The UK business was launched in 2015 and is successfully delivering inspiring content and connected experiences to more than 100,000 members.


Spotters is the social network dedicated to the grassroots football community. The mobile app allows players to create a football bio & add their stats, and coaches can post about their team and set challenges to players. There’s scope for growing Spotters globally alongside expansion into other spectator sports like rugby and basketball. Beyond all of this, we’re trying to create much more than just an app. We’re building a brand. Our long-term vision is to be the global sports tech brand for the next generation.


SPRYT is a two-way marketplace and social network for sports and fitness, helping users find and book their nearest coaches, clients, clubs and facilities as well as connect with potential training partners and teammates. The platform incorporates algorithms based on Machine Learning to encourage interaction and connectivity among users, creating a social framework, ensuring increased user participation and retention. SPRYT aims to remove all informational barriers for users trying to get active and be the preferred platform for finding, connecting and booking in sport/fitness.

Sweat & Sound

lmmersive, Live-Music Fitness Events in Secret Locations. We’ve been touted as the ‘Secret Cinema Club for Fitness’. Our events’ exact location remains a secret until the day before the event, and we currently have a large community of returning customers. Since launching in summer 2017 we have run 5 large-scale consumer events with each selling out. Our website email database has gone from 0 to 2000, and our lnstagram following is over 4000. We’ve spent no money on Marketing, instead using word of mouth for promotion.


We solve the problem of keeping runners of all abilities healthy, fit and injury free whilst training to reach their goals. Every runner has their very own AI personal running coach, constantly adapting to every run and their individual lifestyle. TrainAsONE is powered by advanced Artificial Intelligence and big data analysis of over 10 million kilometers of running, to precisely model each runner and their training needs. An indicator of the system’s success is the weekly tally of personal bests, and the approaching 100 podium places achieved by our users to date. We operate a subscription-based business model, allowing anyone with a mobile phone or sports watch to benefit from our award-winning platform for free, with a paid offering for those who desire our more advanced features — for less than the price of a weekly cup of coffee.

UK Wallball

UK Wallball is the NGB for wallball in the UK. We have recently dedicated a small spin out team to develop innovative technology to allow more people to get active easily. We aim to mix the worlds of preventative medicine with sport and gamify aspects of physical activity to make them more engaging and behaviour changing. We are currently developing a smart wall that has huge potential for office activity, disability activity and rehab activity. We are looking to gain traction on the work we’ve done in disability and stroke rehabilitation to date, to help positively impact more people’s lives and get previously inactive people active by having simple, wallball fun.


WeGym is approaching personal training from a new angle with a squad at its core. We’re re-inventing the experience for millennials who can’t afford the crazy; London average prices and desperately seek an active lifestyle — we’re connecting two Iikeminded users to train together, unlocking the most powerful asset in fitness — social behavioural change. For 50% of our users we’re the first personal trainer they’ve ever experienced. We’re democratising this once luxury product through technology.

Panel & Networking

The day ended with an inspiring panel discussion with Ollie Phillips (former captain of the England Rugby 7’s team & Director at PwC), Susannah Rodgers MBW (competed in two Paralympic Games at London 2012 and Rio 2016) and James Golding (record holding endurance cyclist) about emotional resilience in sport & business and was followed up by networking & some drinks.

It was a pleasure to be there, thanks a lot Alex Zurita and team for inviting me. Events like this show why London truly is the current capital of SportsTech in Europe. For more info: see the European SportsTech Report which I’ve recently published.

And last but not least: Congratulations to all startups from the first cohort, well done!

Benjamin Penkert is the Founder of SportsTechX and Head of Consulting at leAD Sports in Berlin. You can get in touch via Linkedin, Twitter or email.

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