Wearable Technology In Sport and Fitness

Performance Communications | May 5, 2021

Whether you’re an Olympic athlete or a casual jogger, wearable technology is changing the way we think about sport and fitness. From Fitbits to Oura Rings, Sensoria smart socks to Whoop bands, you can rest assured there is a wearable device out there designed for you.

It’s of no surprise that the demand for wearable technology is exploding in the professional sporting arena, where marginal gains are often the deciding factor between first and last place. They have proven their worth time and time again in turning athletes (and teams) into trophy winners. The insatiable demand for data, much of which is created by wearable technology, has even changed the fundamentals of many sports as we know them today.

Thankfully its not just professional athletes benefitting from wearable tech. They have helped us to quantify our own bodies and provide new insights into sleeping patterns, recovery periods, heart rates and calory intakes. For many, wearable technologies have become a fundamental part of everyday life and they’ve provided motivation when we needed it most over the last twelve months.

The future for wearables is a bright and exciting one. As Moore’s law continues to do what it does best, we can expect wearables to grow smaller, up until the point where the interface between the technology and human becomes almost invisible or embedded (what will we call them then?).

Just as with any technology there are also an array of hurdles to overcome, particularly around data ownership and privacy. Who really owns that data that your body creates? How is it stored? And who is responsible for safeguarding it? These are just a few questions that the industry is working towards finding answers for.

Having helped to launch a number of wearable technology products over the years, we’ve got a naturally keen eye on this space so have created a visual below to combine some of the key industry stats, highlights and trends as we see them. If you’re interested in learning more about our wearable technology successes to date or how we might be able to help you please do get in touch.

Jamie Ivory, Head of Tech

The law of unintended consequences: The new per-mile EV tax in detail

It has been more than a week since the later-than-usual Autumn Budget, and we think the new proposals could have an unintended consequence that will bring an age-old challenge for the auto industry back in the spotlight. The 2025 Autumn Budget has introduced a new per-mile road tax for battery EVs and plug-in hybrid EVs. […]

5 key takeaways from the IAA Mobility show

We were on the ground at the IAA Mobility show earlier this week, and what a show it was. The European motorshow is back with a bang. Here are my five key take-aways: Rise of the small EV: Favourable market conditions and demand for low-cost EVs, lead to an abundance of great-looking all-electric hatchbacks. VW’s […]

Nuclear’s Role in the EV transition

It’s no secret that mass adoption of BEVs and PHEVs depends on access to reliable charging infrastructure, but an under-appreciated aspect of the EV revolution is how much it depends on affordable electricity. Here, Performance Communications’ own Matthew Kirtley explores how nuclear might be the missing piece of the jigsaw. Rolls-Royce has recently claimed that […]

Mod revival: Is customisation due a comeback?

Car modification: once upon a time, it was a petrolhead’s rite of passage. If you’ve ever fitted aftermarket alloys to a Vauxhall Astra, or swapped the speaker system in a Citroën Saxo, you’ll know what we’re getting at. Today’s modified car scene is far from dead and buried, but we’re a long way from the […]

Cars and Coffee is Keeping UK Car Culture Caffeinated

At one point, in the not-so-distant past, car culture in the UK was crying out for something new. The options for car enthusiasts looking to meet up and share their passion were limited to dodgy late-night supermarket car parks with a live soundtrack of rev limiters and handbrake hooplas, or ultra-posh concours events where you’d […]

The Clock is Ticking For Internal Combustion, But Rolex Shows That Old Tech Can Still Prosper

Cars and watches. Watches and cars. If you’re speaking to a car enthusiast, I’d wager there’s a very good chance they’ll also appreciate the merits of a mechanical watch. Listening to the brilliant Acquired podcast charting the history of Rolex, got me thinking. At various points, the excellent hosts Ben Gilbert and David Rosenthal, liken […]

Formula 1 can’t rely on off-track drama to maintain its stellar rise

When Liberty Media bought F1 in 2017, it promised to grow the sport, enhance the racing experience and add new dimensions. So how has it gone? Well, the 24-race calendar last year was a record, as was the 6.5m live attendees at these races. Drive To Survive, the sport’s behind-the-scenes Netflix docuseries, has become a […]

Should You Still Use Hashtags on Social Media?

This question comes up a lot when discussing social media strategy: Should we include hashtags? The Origins of Hashtags Hashtags were originally designed to group conversations on social platforms, making it easier for people to follow specific topics. If you were into motorcycles, searching for #Motorcycles would bring up relevant discussions. They were a simple […]