On January 10, thunderous applause echoed for the participants of the inaugural SportUp Boost program. During the pitch event at Antea Group in Heerenveen, nine entrepreneurs presented their innovations in sports and health to an expert panel and a network of over 50 professionals. SportUp Boost is the first startup program in the Netherlands dedicated specifically to innovations in sports, emerging at a time when investments in sports, research, and innovation are under pressure.
Pitch Event
In the lead-up to the SportUp Boost finale, participating startups worked intensively on their businesses. Entrepreneurs received guidance on refining their value propositions, identifying their ideal target audiences, and crafting strategies to effectively reach them. The program concluded with a pitch event, where the nine selected startups showcased their innovations to a panel and a broad sports network. The panel included Tanja Lendzion (CEO of Antea Group), Aard Groen (Professor of Entrepreneurship, University of Groningen), and Ben van der Burg (Tech Expert and BNR Host). The successful completion of the SportUp Boost program was celebrated with participants and partners at the European Sprint Championships in Thialf.
About SportUp Boost
SportUp Boost is a program designed to support early-stage startups in developing innovative products and services. It combines intensive coaching, mentorship, workshops, and networking sessions to help businesses reach a higher level in a short time. By doing so, the program bridges the gap between an idea and a scalable market-ready product. The focus is on startups that have completed a prototype or pilot and are looking for their first customers. The success of this edition demonstrates that targeted support, combined with a relevant network, provides a significant boost for the next generation of sports and health innovations.
National Initiative and Future Plans
The January 10 pitch event also marked the transition to a new phase. While this edition was made possible through regional partners and the one-single-hub subsidy from the Netherlands Enterprise Agency (RvO), the next edition will operate independently. The positive experiences from this edition have ensured that many partners remain involved for the future, enabling this movement to continue in the coming years.
Through its ongoing program, SportUp Boost works toward its mission to bridge the gap between sports innovations and the market. This mission is driven by the belief that sports innovations often have a broader societal impact. SportUp Boost focuses on two main audiences: a network of partners and (potential) startups in sports. The next Northern Netherlands edition will kick off in October at Thialf. Pre-registrations for both potential startups and program partners are open year-round.
Info: www.sportupboost.nl
Contact: Sportup@innovatielabthialf.nl
Host for Fall Edition 2024: Innovatielab Thialf
Regional Partners:
Thialf, Sportstad Heerenveen, Municipality of Heerenveen, Heerenveen ’n Gouden Plak, Antea Group, Sport Science Institute Groningen, and Founded.
National Partners:
Orange Sport Forum, Amsterdam Institute of Sport Science, Sportcentrum Papendal, Imec-Istart, SportUp Boost Belgium, and Sportinnovator.
Participating Startups:
• 4t2 Sport Solutions – Simple and direct video feedback.
• Coach in Control – Online monitoring platform for coaches.
• Fitycal B.V. – 3D body scan and fitness app.
• Growing Gold – Online platform to enhance athlete well-being.
• SensUR Sport – Accessible blood tests with personalized advice.
• Social Fitness – Online interactive fitness classes.
• Recharge BV – AI-driven ‘Wellness Pod’ for recovery and relaxation.
• SenTech AI BV – AI-powered monitoring of mental performance.
• SuperStar Academy – Digital support tool for youth soccer training.