Latest from the blog.
Mental Performance Coaching: The Next Competitive Advantage
Historically, training in sports has centered around physical capabilities like speed, strength, endurance, and mechanics. As sports and competition continue to evolve, athletes, teams, and brands are embracing mental performance coaching. From the highest stage of competition in the Olympics, all the way down to youth sports, the mental side of the game is becoming
The Athleisure Evolution
Once confined to the gym, athleisure has now made its way to sidewalks, runways, and social feeds. Defined as “casual clothing designed to be worn both for exercising and general use,” the genre has become a staple of modern wardrobes. Just as athleisure has evolved, so too has the image of the athlete. Sports may
WNBA Viewership Growth Offers a Blueprint for Women’s Sports
For years, the WNBA was underestimated and viewed as a secondary product, not a commercial force. Its numbers may still trail those of men’s leagues, but perhaps not for long. The WNBA is quickly becoming a business case study in how women’s sports can scale. Driven by major gains in media deals, WNBA viewership growth,
How Private Equity Is Driving Esports Growth
Private equity firms have played an increasingly pivotal role in shaping the modern esports ecosystem. Early on, esports growth was fueled by venture capital, focused on user acquisition and rapid expansion. But as the industry matured and stabilized, private equity entered with a longer-term vision and an eye toward commercializing the space. Much like their
Fertility Care in Women’s Sports: How Athletes Balance Family
Women’s sports are entering a pivotal phase, one where athletes are no longer expected to sacrifice personal milestones, like starting a family, to maintain competitive status. Fertility care and motherhood, once largely invisible in the world of elite competition, are now being recognized and supported by some of the world’s most prominent leagues and clubs.
How Golf Is No Longer Just the Gentleman’s Sport
For generations, golf was defined by elitism and exclusivity, tied to private clubs and reserved for a privileged few. But in recent years, due to factors like the growth of women’s golf, the sport is rapidly changing. With new talent, younger crowds, and social media shaking things up, golf is finally moving past its old-school
IIHF World Championship: New Technology and Sponsor Activations
The 2025 IIHF (International Ice Hockey Federation) World Championship, the premier international ice hockey tournament, wrapped up on Memorial Day with the United States defeating Switzerland 1-0 in overtime. NHL star Tage Thompson scored the game-winning goal, securing the U.S.’s first gold medal in 92 years. What made this year’s competition stand out was its
How a Brand Partnership Can Transform the Sport
When we talk about brand partnerships in sports, the conversation usually centers on what brands get out of the deal— exposure, cultural relevance, maybe a boost in sales. But here’s what we’re missing: the best partnerships don’t just benefit the sponsor. They fundamentally transform the sports property itself. The most successful collaborations go far beyond
The Sportswashing Debate: Unpacking Saudi Arabia’s Investments
In recent years, Saudi Arabia has made headlines for its aggressive expansion into global sports and esports. Through its sovereign wealth fund, the Public Investment Fund (PIF), the Kingdom has made multibillion-dollar investments in marquee properties ranging from professional golf and soccer to esports organizations and gaming platforms. This surge of capital reflects a broader
ACL Injuries in Women’s Sports: Why Rates Are Rising & Solutions
The sports industry recently witnessed a major shift towards addressing gender-specific health concerns, especially surrounding anterior cruciate ligament (ACL) injuries in female athletes. Historically, sports medicine research predominantly focused on male athletes, often ignoring the key physical and biomechanical differences in women. But now, growing research is helping explain why female athletes face higher risks