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Digital Transformation Monitor
The Internet of Things:
reshaping the sport
industry
May 2017
Internal Market,
Industry,
Entrepreneurship
and SMEs
7 The Internet of Things:
reshaping the sport
industry
© ekkasit919/Shutterstock.com
While initially dominantly found among runners, companies have started to expand their connected device offer to
additional sport markets, thus pushing innovation and technology in the entire sport industry. Traditional sports
companies have realized the importance of keeping up with the newest innovative trends to improve their sustainability.
At the same time, the IoT has offered new innovative companies the chance to enter a market longtime dominated by a
few traditional players.
Differing brand strategies are Consumer electronics
emerging
1 Sports apparel brands
For those businesses focusing on
consumer electronics, smartphones
The major sport apparel companies have remain the main connected device. To
The race is on for had to adapt to the IoT in order to
maintain their innovative and cutting
expand their market presence, these
companies rely heavily on partnerships
connected devices edge image. The acquisition of “pure”
players (i.e. those specialised in
with major apparel brands, such as
Apple with Nike and HTC with Under
in sport providing connected devices in sports),
such as Under Armour acquiring
Armour.
Pure Players
Sport is a key vertical in IoT Endomondo and Adidas acquiring
Runtastic, have helped these players There are two types of pure players in
Today, sport has become one of the remain competitive despite connected connected devices for sports; wearables
principle vertical markets for connected devices being outside of their core manufacturers and sensor providers.
objects and the Internet of Things. competence. Whereas the former is aimed at the
Broadly speaking, we see two types of general mass market, the latter tends to
connected objects in this vertical: Sports accessory companies target top athletes and professionals.
general purpose connected objects (such Historically positioned on the high-end
as smart watches and activity tracking Internet Players
market targeting intensive sports users,
bracelets), and dedicated connected sports accessories (such as Garmin and Faced with the ever increasing amounts
objects (such as pedals, rackets and Polar) have steadily diversified into of applications and connected devices,
balls). other activities such as fitness, golf and the Internet giants are aiming to create
swimming. They are also increasing their an ecosystem, which aggregates personal
presence on the market by introducing sporting data by providing platforms
The connected sports their own connected bracelets. (such as GoogleFit, Apple HealthKit and
devices market in 2021: WatchKit).
Main stakeholders’ positioning in the connected sports value chain
253M unit sales,
37B EUR market
Reasons for introducing connected
devices into sport
The use of connected objects in the field
of sport pursues two main objectives.
The first objective is to measure the
sporting performance, also often
referred to as the concept of the
“Quantified Self”. The other objective is
to increase the safety and security of the
athletes which will be discussed in
greater detail below.
Source: IDATE
2
The Internet of Things: reshaping the sport industry
Comparison of key quantified self applications devoted to running
2
Main objectives of
connected devices
in sport:
performance
measurement and
increased safety
Performance measurements - the
quantified self
Connected devices aimed at monitoring
running performances at the heart of the
connected devices trend in sports
Performance measurement is the
primary factor of connected devices
entering the world of sports. In
particular, performance measurement
for running has taken center stage for
connected devices in sport.
The running market has been
continuously growing for years. In
France for example, the number of
regular runners has doubled from 6
million in 2000 to 12 million in 2016.
The volume of runners thus presents a * Excluding other application of the Groups
huge potential market, estimated at 1
billion EUR in 2016 according to the Service offering and business model vary
French Federation of sport & leisure between the applications
industries.
As can be seen from the table, service
offering varies: there are features to
1 Billion EUR track and monitor performances (session
statistics, guides, history), to motivate Source: La montre connectee
the user (challenges, live
Estimated French encouragement, stimulating music), to
Pricing strategies differ according to the
market for running: brand
promote interaction with the community
12M regular runners (publication on social networks, What is particularly interesting are the
challenges) and to enhance the training differences in approach to the pricing of
sessions (music, stories). services. At one end of the scale is Nike,
This positive trend has been offering everything for free, whereas on
Concerning interoperability with other
accompanied by the arrival of connected the other end of the scale one can find
connected objects (such as a
devices and mobile applications allowing Adidas offering the bulk of its services as
smartwatches, bracelets, and heartrate
runners to follow and measure their a premium offer (it should also be noted
monitors), most models are compatible
performances. 65% of runners use a that Nike offers the least amount of
with other wearable devices except for
smartphone (versus 44% in 2014), with services). Asics and Under Armour base
the Nike application which only allows
40% launch a dedicated application upon their model on a generally free offer,
interconnection with the iWatch. Such
their running session. focusing on select paid services for the
wearables allow the users to follow,
more experienced runners (personal
The table on the right summarises the manage and analyse their performances
training programs, weather and
four major quantified self running in real time without having to take a
nutrition guides, VIP support and so on).
applications. It is estimated that each device out of its place (typically the
application has tens of millions of active smartphone). This is one of the key IDATE estimates Adidas’ Runtastic
users worldwide. It is worth noting that elements explaining the growth of generates the most revenues, generating
all four of these applications are owned connected devices within the sports approximately EUR 220 million.
by a leading brand specialising in the domain.
sport domain.
3
The Internet of Things: reshaping the sport industry
A dedicated running mobile application - An example of connected sportswear
a must for all sport apparels
All traditional sports apparel makers
now have a dedicated mobile running
application that has either been created
in-house within the Group (such as Nike
and Puma), or though a strategic
acquisition (Runtastic by Adidas,
Runkeeper by Asics, and Endomondo by
Under Armour). The importance here is
that these applications provide access to
a potential pool of customers that could
be interested in purchasing their more
“traditional” equipment, such as shoes,
clothes and other branded goods. To
remain a cutting edge sports brand, it is
increasingly becoming a prerequisite to
offer connected devices; the risks of
missing out on the increasing power of
digital in sport being simply too great.
Even connected sportswear!
The sports market is increasingly Source: Exoskin
focusing on specific technical devices,
The data is transmitted via Bluetooth to Involving the professional sports
and some of the major brands such as
the users’ smartphones. A dedicated market
Nike and Garmin are now looking at
application then allows the users to
connected textiles. Sensors are Performance measurements play an
analyse the statistics, and to share their
integrated directly into the clothing, integral role in the world of professional
data with friends. The application also
allowing for more accurate data to sports as can be observed on the case of
proposes various challenges such as the
improve performance measurement. At Stats Sport, who provide around 140 of
buzzer beater, time challenge and free
present the development of connected their clients with the solution ViperPod.
throws, providing an immersive
textiles primarily focuses on professional
experience to customers. Various objects are inserted into the
athletes. However, in the medium to
long term this trend is also expected to sportswear: four processors, a GPS, a
This connected basketball is available for
enter in the consumer mass market, as long range radio system, a cardio meter,
around EUR 180, and an American
its popularity increases and price points an accelerometer, a gyroscope and a
Football version is expected for Autumn
fall. digital compass. These are then
2016.
connected to a dedicated tool which
The connected ball - connecting sports One of Wilson’s main objectives for allows performance measurement in real
equipment creating a connected basketball is to time: distance run, heartrate, speed,
remain competitive against the video acceleration and deceleration, metabolic
In the ball sports domain, Wilson has
game industry, which by its nature is an charge, impact reporting, signs of tiring,
introduced the smart basketball. The
indoor activity and thus goes against the stress levels, and so on.
Wilson X Basketball has multiple sensors
principle of practicing sports outside.
integrated, allowing for various
Wilson thus targets the general mass
measurements such as shooting
market with its connected balls. At the
accuracy, shooting distance, most
same time however, more sophisticated
successful shooting zone, shooting
versions of the connected balls are
history, and so on.
planned for the longer term, to target the
professional markets.
Wilson’s connected basketball
Source: Stats Sports
The large amounts of data gathered in
this way can be used to prepare athletes
for matches, to check recovery levels, to
vary the training depending on physical
attributes, the strategic positioning of the
players, and so on. It can also be used to
assist in the easing back of players from
injury requiring specific training menus.
The Irish and English national teams are,
Source: Wilson for example, professional sports bodies
using the ViperPod solution.
4
The Internet of Things: reshaping the sport industry
The safety of athletes Basic measurement data such as speed,
The safety of the athletes has always
been, and always will be the priority for 3 distance and calories burned can be
applied to a wide variety of sports. To
any sport. Connected devices are this information, sport-specific data can
expected to further develop in order to being added, such as shooting accuracy
help keep athletes safe and secure. Connected devices for basketball, swing data for golf, or
tricks and moves for skateboarding to
Connected caps to measure head impacts
are spreading into encourage the use of connected devices
in these sports.
Reebok offers a connected cap for
practitioners of combat sports, American various sports This raw data can then be even further
football and hockey. The connected cap then complemented by applications that
measures the impacts received on the The emergence of connected objects is
analyse the data and offer services based
head, registering information on the spreading to all sports as can be
on the information received. Coaching
number, force and position of the observed in the table below. While
services, for example, inform the athlete
impacts. The cap also incorporates a running remains the main sporting
of past and current performances, and
real-time LED alert system, where green activity incorporating connected devices
suggest ways for improvement thus
signifies no problem, orange provides a today, the use of connected devices is
keeping the customer engaged with the
warning and red indicates danger to the diversifying and spreading to a wide
services provided.
user. The cap not only measures the variety of sports.
moment of impact, but also the
movements which follow. Brain traumas, The spread of connected devices to new sport activites
for example, are a result of head
Type of
movements following the impact rather Sport categories Sports
measured data
Services Device/support object (brand)
then the impact itself. The cap is
Speed, length, Smartwatches (Apple, Garmin,
available for around EUR 129.49, aimed distance, Samsung…)
at the general public. calories, heart Wirstband (Fitbit, Jawbone,
Running, frequency, Coaching, social Runtastic)
Athletic
jumping, throwing altitude, foot sharing, weather Shirt (Hexoskin, Vert, Athos)
contact, foot Socks (Sensoria)
landing, cadence, Shoe (Tune)
steps, hydration Sole (Rcup)
Shirt (Vert)
Intensity, stress, Mat (SmartMat)
Gymnastic,
jump, amplitude, Bra (Sensoria)
Gymnastics aerobic, Coaching
position, foot Wirstband (Moov)
dancesport, yoga
pressure, speed Shoe (E-Traces)
Skipping rope (Sophia)
Watch (Garmin)
Speed, length,
Wirstband (Speedo,
distance, tempo,
Swimming, Decathlon, Withings)
Source: Reebok Watersports
diving, waterpolo
efficiency, Coaching, safety
Headphones (Swimbot)
position, water
Cycling helmet contact
Headband (iSwimband)
Glass (Instabeat)
Chinese maker Livall has developed a Rowing,
Number of waves Surf (Samsung)
connected cycling helmet. An LED device Boating
canoeing, sailing,
surfed, speed,
Coaching, social
Smartwatch (Glassy Pro One,
water skiing , sharing, weather
on the back of the helmet allows the user surfing
duration Rip Curl)
to be visible at night, and is also
Power, swing,
equipped with indicators to notify other speed at impact,
Racket, bat, club (Piq, Zepp,
motorists when changing direction; a Tennis, table time to impact,
Sony)
dedicated device is attached to the tennis, baseball, attack angle,
Wirstband (Babolat, Smash)
softbal , golf, tempo, position, 3D analysis,
handlebar to control these lights. Racket or butts badminton, rotation, spin, vidéo analysis,
Helmet (Shockbox)
Hockey stick (Fwd Powershot)
squash, field heart frequency, social sharing
In the case of a fall, the helmet hockey , ice shock, impacts,
Shoe (IOFIT)
Field (Mojjo)
automatically sends a signal to a hockey speed of stick,
Ralph Lauren (shirt)
shot duration,
predetermined list. The helmet also weight transfer
contains a hands-free kit, equipped with
Speed, length, Ball (Wilson, Adidas, Inside
a mic and speaker so that the rider can precision, strike Coach…)
keep his or hands on the handlebar. The force, shot Shirt (Vert, ViperPod, Cityzen
Soccer, football,
helmet is expected to be available for handball ,
efficiency, zone Coaching, game Sciences, Zebra)
efficiency, play, social Capsule (BodyCap)
around EUR 180, or EUR 270 depending Sports ball basketball,
rotation, spin, sharing, live Helmet (Shockbox)
on the support features included. volleyball , beach
trajectory, streaming Basket (ShotTracker)
volleyball , rugby
intensity, stress, Swatch (HoopTracker)
jump, amplitude, Tooth protection (FITGuard)
shock, impact Cap (Reebok)
Pedal (Connected Cycle)
Tracking, speed, Bike (LeEco, Xiaomi,
length, distance, Vanhawks...)
Cycling track, calories, altitude, Coaching, 3D Helmet (Livall, Volvo,
Cycling /
road cycling , flashing lights, analysis, vidéo, Lifebeam…)
skating
BMX amplitude, air social sharing Shoe (Misfit)
time, hauteur, Handlebar (SmartHalo)
tricks, power Skate (Syrmo, Trace)
Source: IDATE Wirstband (Moov)
5
About the Digital Transformation Monitor The Digital Transformation Monitor aims to foster the knowledge base on the state of play and evolution of digital transformation in Europe. The site provides a monitoring mechanism to examine key trends in digital transformation. It offers a unique insight into statistics and initiatives to support digital transformation, as well as reports on key industrial and technological opportunities, challenges and policy initiatives related to digital transformation. Web page: https://ec.europa.eu/growth/tools-databases/dem/ This report was prepared for the European Commission, Directorate-General Internal Market, Industry, Entrepreneurship and SMEs; Directorate F: Innovation and Advanced Manufacturing; Unit F/3 KETs, Digital Manufacturing and Interoperability by the consortium composed of PwC, CARSA, IDATE and ESN, under the contract Digital Entrepreneurship Monitor (EASME/COSME/2014/004) Authors: Vincent Bonneau, IDATE and Laurent Probst, Bertrand Pedersen & Jill Wenger, PwC DISCLAIMER – The information and views set out in this publication are those of the author(s) and should not be considered as the official opinions or statements of the European Commission. The Commission does not guarantee the accuracy of the data included in this publication. Neither the Commission nor any person acting on the Commission’s behalf may be held responsible for the use which might be made of the information contained in this publication. © 2017 – European Union. All rights reserved.
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