Klutch Sports Founder & CEO Rich Paul put together the “first ad campaign,” for Klutch Athletics in order “to remind athletes and fans how all of the points in their story tie together” going into the brand’s third year, according to Jason Notte of ADWEEK. Klutch Athletics produced a 60-second ad, “The Best,” with help from creative agency Someplace. The campaign “shows its gratitude” by tracing the roots of Klutch Athletics’ brand “back to Paul’s old neighborhood” of Glenville in a 30-second ad. Paul “hopes that his trip back to Cleveland for the ad” will “inspire young athletes and creatives alike to believe in their goals each step of the way.” With “a few years of trial and error behind it,” Klutch Athletics “felt that this was the right time to release a campaign and create awareness around the brand.” Paul said that Klutch Athletics’ early years “allowed time to build its strategy around women’s and children’s clothing, as well as footwear, and to build Klutch.com, which has only been live for a few months” (ADWEEK, 6/5).

In the past week, users across Reddit have been raising alarms about a significant shift in how Strava is pulling workout data from your Garmin, Runna, or TrainingPeaks entries. What once appeared as generic activity titles like “Morning Run” are now showing detailed workout descriptions, pacing notes, and even personal coach comments that users never intended to share publicly. And if you’ve been on Strava for a minute, you know it can be a pretty competitive place. It’s social media, after all.

If you wanted your Garmin and Strava titles to be in sync, that’s great. However, for those of us who would prefer to keep our easy days or workout flubs private, here’s what to know about your data being shared for all your Strava friends to see.

The perfect storm of acquisitions and integration

Strava has made two major acquisitions in recent months—first purchasing running training app Runna in April, followed by cycling app The Breakaway in May. And the integration of these apps appears to be happening rapidly and without clear user notification. Runna recently began pushing through workout images and detailed training data to Strava, while Garmin users are seeing their custom workout titles and descriptions automatically imported into their Strava activities.

“Definitely feels like a violation of privacy and also intellectual property as a coach,” wrote one TrainingPeaks user on Reddit. “Pulling through the descriptions of the workouts, where sometimes I write personal notes for athletes, and now it’s showing on Strava for the world to see. I’m going to have to change how I set workouts up in TrainingPeaks.”

Sadly, this sort of privacy concern is nothing new for Strava users. The company has been at the center of several data privacy controversies, including the famous heatmap incident that exposed the location of numerous secret military facilities. The network’s global heatmap showed the locations of sensitive military bases because personnel at those facilities did not switch on privacy settings.

Beyond the military base controversy, users have always called out the app’s “creepy” privacy settings, which can automatically add other runners’ data onto your phone unless changed. As a longtime fan of Strava, I’ve personally watched the company face ongoing criticism about how users can track each other and the default visibility of personal fitness data.

And now, the Runna integration reveals how these acquisitions are creating unexpected data flows. Runna users can now access routes saved in Strava—even all those little nonsense routes created for planning purposes that were never intended for actual use or sharing.

What’s being shared (and what wasn’t before)

If you use a Garmin device, you may find that workouts with specific pacing instructions, training notes from coaches, and personalized workout descriptions are now appearing in your public Strava feeds. This includes:

• Custom workout titles from Garmin devices

• Detailed training descriptions from TrainingPeaks

• Coach notes and pacing guidance

• Personal performance targets and training phases

The change appears to affect data that was technically always present in activity files but was previously filtered out by Strava’s display logic. Now, that data is being surfaced automatically, catching users off guard.

The frustrating aspect of this situation is that enhanced workout data integration could be genuinely valuable. Seeing detailed training information, coach notes, and structured workout data in Strava could help athletes better track their progress and share meaningful training details with their community.

“This is a very cool feature that I think we would all love if it weren’t implemented by surprise,” captures the sentiment of many users. The technology exists to make fitness data more useful and connected—but only when users understand and consent to what’s being shared.

Plus, for coaches and trainers, this represents a professional concern. Training plans and workout descriptions often contain proprietary methodologies and personalized guidance that coaches consider intellectual property. When these details suddenly become public without warning, it affects how they can do their work.

The bottom line

As a loyal Strava user, the core issue isn’t just about privacy settings or data visibility—it’s about trust and communication. When platforms make significant changes to data-sharing without clear notification, they erode the trust that users need to feel comfortable sharing their fitness activities.

Stay tuned for how exactly to opt out of this data sharing, or whether Strava plans to make a formal announcement. When you log a support ticket with the Strava help desk, you get redirected to this thread as the place where they are currently “collecting feedback.”

Until then, it looks like us athletes are left checking privacy settings more frequently and wondering what other personal details might appear in our public feeds tomorrow.

Image: Coliseum GSVA

Matthew Dobrosevic speaks with a lot of verve and passion. Working for the 24/7 Software he explores the world of data which is a critical asset which can help drive innovation, insights and competitive advantage. He is passionate about technology.

In an invigorating tone he asserts that 24/7 Software “works with pretty much everyone. We often come in once the operations schemes are ready in place for the venues and they are trying to figure out how to get better and our software is helping to revolutionize venue management.”

In his role at 24/7 Software Matthew Dobrosevic oversees product strategy and implementation for new products, integrations and analytics solutions for customers in the leisure sports and entertainment space.

Matthew Dobrosevic, SVP of Product Management, 24/7 Software, US, does a deep dive with ‘Coliseum’ into the world of data from an operational perspective and states that the venues should be able to respond to the fans’ requirements pronto and the 24/7 Software tools help the venues do exactly that. He also observed that the stadiums are evolving into districts and it is no more about managing just one facility “but several buildings over a larger geographic area” and the 24/7 Software provides the “one-stop shop for venue operations and integrating all the different technologies running in the venues”.
 

24/7 Software

Boca Raton (US)-based the 24/7 Software is the global leading provider of operations and safety management software for the world’s greatest venues across Sports, Leisure and Entertainment.

Maintained Matthew Dobrosevic, “Over 500 venues around the world utilize our software. We are in 85 percent of North American sports teams in the top four leagues in the United States. We are also in the United Kingdom and we started back in 2007.”
 

Case Study (Maple Leaf Sports Entertainment)

He stated, “We work with the Canadian professional sports and entertainment company – the Maple Leaf Sports Entertainment (MLSE) based in Toronto, Canada. Again, coming to the topic of the stadiums evolving into districts they are the home of one stadium, two arenas and three training facilities – all in one campus. Not to mention the entertainment arenas. They are also managing multiple teams including a National Hockey League (NHL) team, a National Basketball Association (NBA) team, Major League Soccer (MLS), and esports as well. Across all these facilities they are managing the security teams, the facility teams, the guest experience people and they handle a wide range of events that play out at this district. With the MLSE over the last year and a half we set out to use the data in realtime to help them not just understand before a game or after a game and before a season, after a season, what we are doing right, what we are doing wrong but in the game itself to see what’s trending. Lot of people queuing up to buy this merchandise because we have a hot new jersey on the shelf? We also help in increasing revenue generation and help the guests have an enthralling experience while inside the venue.”

Dobrosevic further informed that they also help in studying the fan behavior – “When Harry Styles (English singer-songwriter and actor) comes to town what kind of people will Harry Styles attract to his concert. More women than men. What do we do in the stadium when that’s the case? We turn more restaurants into female restaurants. What happens to those two male restaurants that are not getting inundated because men are coming less for the concert than we expected. Can we tell that’s becoming a problem, are these unhappy guests, can we do something to rectify that, can we open an additional restaurant. So, this is what realtime data can do. It can break down silos between the teams, it can provide transparency. So, we opened up an extra restaurant, we made people happy and we sold more food because of it. The challenges were we were trying to get good communicator, getting engaged users to make dashboards and then fostering use across the teams.”
 

District vs. Single Facility

He added, “There is a difference between a district and a single facility. In a district they need to give people a view across all of the facilities on that campus. At the MLSE, they wanted to see what was going on at the 19,800-capacity Scotiabank Arena, at the 28,180-capacity BMO Field and at the 7,779-capacity Coca-Cola Coliseum (all in Toronto). There are certain days when there are events happening at the same time in all three of the buildings. So, 24/7 Software helps them to get a snapshot of what is happening in all the three buildings. Everything on the screen is customizable. We work on a template that we create for the customers but then we treat our customers’ ability to edit all of these themselves and even create them themselves and what we are then able to do – learn a lot from our customers. As we work with these hundreds of buildings around the world there are some customers who want to engage with things based on the response time. How long does it take for my team to help out those customers, what is the metric that I want to measure? So, the key is always trying to figure out those metrics, create a dashboard and give them the view they want.”

Continued Dobrosevic, “We are really trying to empower the operations teams with data. We are also showing them the individual facilities. This is about creating the right dashboard for the right users. So, when I get those people who are trying to look across all buildings in a district but when we have the responsibility for one building where it is one department, there is one team and they wanted to get a view of what is happening with their individual teams.”
 

Wrap-up

Matthew Dobrosevic wrapped up by stating, “The future for us is to continue to pull in more data to integrate different types of solutions – weapons detection, drone detection, social media monitoring, IoT sensor monitoring, video analytics, and ticketing and identity. The security side, the facility side, the building management system, a whole wide array of things. We help in realtime ingress reporting, understanding how the people are flowing into the buildings, also egress – flowing out, and understanding the fans’ behavior when they are inside the venue.”

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

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Developed for elite soldiers, embraced by pro athletes, and powered by neuroscience, Shiftwave is redefining recovery rooms across the fitness industry

Some technologies don’t just launch — they disrupt entire paradigms.

Meet Shiftwave, the high-performance recovery technology born in elite military circles, battle-tested by world-class athletes and now finally available to fitness and wellness centers.

It’s not just the next big thing in recovery and wellness. It’s the thing.

Originally developed for the highest levels of human performance, Shiftwave was engineered with input from elite special forces operators and performance leaders, Shiftwave’s technology has received funding by the Department of Defense to support the recovery and mental resilience of elite soldiers. It delivers full-spectrum nervous system regulation using pulsed pressure wave technology, real-time biofeedback from its proprietary BioDrive® control system.

And the best part? It doesn’t just work; it feels incredible. This isn’t a torturous cold plunge or a sauna session that leaves you drenched. It’s restorative, immersive and leaves you feeling better than when you began. Much better.

“It doesn’t feel good, it feels great,” says David DeMember, Chief Experience Officer at Shiftwave. “Many tools in this space require sacrifice or discomfort. Shiftwave is transformative and effective. It’s also pleasurable, and that really makes it easier to build a health-building habit.”

In just 10 minutes, Shiftwave sessions can improve mental clarity, sleep quality, focus, pain, inflammation and more. Think of it as a full-body reset button for the nervous system.

Endorsed by Science, Trusted by Champions

The technology has quietly powered the recovery protocols of world-class competitors from UFC champions to College Football Playoff-winning quarterbacks. Dr. Duncan French, VP of Performance at UFC’s Performance Institute, is among the experts incorporating Shiftwave into cutting-edge training environments.

“It’s a priority for us to make sure our athletes can get back on the mat, day after day after day. We’re seeing reductions in injury rates, less traumatic injuries, a return to play on a faster scale. If something doesn’t show results, we get rid of it,” said French in an NBC Today Show interview. Even UFC CEO Ari Emmanuel is a user, “The Shiftwave is incredible.”

Also a supporter? Stanford neuroscientist and tenured professor, Dr. Andrew Huberman, who said on a podcast: “It’s the device I’ve looked into that’s most closely linked to actual neuroscience around how different waves can be triggered.”

This level of praise might seem like a PR spin – except that none of these professionals are paid spokespeople. Shiftwave has grown almost entirely through organic adoption, with no formal marketing push or capital raise. The product has simply spread by word of mouth, performance and passion.

Three of the last four College Football Playoff quarterbacks – J.J. McCarthy. Michael Penix. Will Howard – are all avid Shiftwave users. McCarthy was captured carrying his Shiftwave chair into an NFL locker room, a subtle signal that the device is as essential to him as his playbook.

Meanwhile, at The Players Championship, pro golfer J.J. Spaun made headlines when he opted for a Shiftwave session during a weather delay, then returned to nearly knock off Rory McIlroy.

Beyond sports, cultural leaders and wellness pioneers are integrating it. Dr. Frank Lipman, functional medicine pioneer and founder of Eleven Eleven Wellness Center in NYC, says: “I personally use Shiftwave to strengthen my nervous system and support a vibrant, resilient life.”

Inside the Shiftwave Experience

Shiftwave uses pulsed pressure wave technology guided by intelligent biofeedback to influence the autonomic nervous system, specifically helping users move from sympathetic (fight-or-flight) dominance into parasympathetic (rest-and-repair) balance.

The result? Measurable shifts in heart rate variability, lower cortisol levels, deeper sleep and more effective recovery. There are present protocols and the BioDrive® system can also tailor each session in real time, based on the user’s physiological response.

See Also

With protocols ranging from 5 to 60 minutes designed for recovery, sleep, focus, energy and stress relief, it’s become a go-to for everyone from top-tier athletes to executives, creatives and people simply looking to feel better.

For gym owners, studio operators and recovery providers, Shiftwave delivers unmatched value with effortless integration. Sessions are just 10 minutes long, the system has a compact footprint and it doesn’t require special training or qualifications. It’s plug-and-play, and users don’t just notice the results, they come back for more.

“Time and time again we hear the same reactions – ‘‘I needed that’ and ‘that’s more powerful than I thought it was going to be!,’” said DeMember.

While many wellness brands rely on high-volume hype, Shiftwave has taken a different path. The company has built momentum through earned credibility, not ad campaigns. There’s been no celebrity endorsements, no investment rounds, no influencer deals.

Instead, Shiftwave has focused on outcomes. On building community through experience. And it’s working – in fact, it’s now officially partnered with the NFL Players Association and global performance training leader EXOS. That’s on top of active use across UFC Performance Institute, NBPA Performance Labs, military facilities and top destinations like Canyon Ranch, Humanaut and more.

As Mark Verstegen, founder of EXOS, put it, “Shiftwave has raised the bar in recovery technology. We’re proud to offer this experience to the athletes we support.”

If you’re a gym or wellness facility looking for a true differentiator – something that delivers value, drives retention and creates buzz – Shiftwave may just be your new secret weapon.

Rooted in elite human performance, backed by science, and embraced by the most respected names in wellness, Shiftwave is finally stepping into the spotlight of mainstream fitness. Be among the first to experience it at the Athletech News Innovation Summit.

Gold medal-winning skier LINDSEY VONN is joining the advisory board of Athena Capital, a venture firm that specializes in funding late-stage, tech-enabled companies nearing IPO or M&A exits.

The move marks a high-profile addition for Athena, whose all-women investment team has built a reputation for pairing operational expertise with strategic capital. While the firm does not currently invest directly in the sports sector, Vonn’s addition hints at a broader evolution of its network, as it taps into her business acumen, fundraising skills and access to deal flow.

“Lindsey is already deeply embedded in the tech ecosystem,” said Athena Capital founder & Managing Partner ISABELLE FREIDHEIM. “She’s active at tech conferences, she gets quality deal flow, and she’s proven to be a strong fundraiser. That’s the kind of value-add we’re looking for.”

Freidheim emphasized that Vonn is not a figurehead. Beyond her name recognition, Vonn brings a growing track record as a venture investor and a desire to expand her involvement in business post-Olympics. She is expected to contribute to both deal sourcing and fundraising. “She’s someone who founders want to work with. That helps us open doors others might not get into,” Freidheim said.

Vonn, who began her venture capital journey through an internship, quickly recognized a similar gender gap to what she experienced in skiing. Since then, she has made a conscious effort to back female-led teams, aligning closely with Athena’s mission to empower women in leadership and investing.

Athena Capital’s core focus is on profitable, growth-stage tech companies preparing for public exits. Its team includes former SoftBank investors, startup founders, and Fortune 500 board members. While not sports-focused, the firm does include figures with sports ties, including PGA board member DEE ROBINSON and USA Network founder KAY KOPLOVITZ, who is also an active investor in sports-related ventures.

Athena’s advisory council includes around 30 senior women who have held board or C-suite roles at companies such as Citigroup, BlackRock, Oracle, and MasterCard. The tight-knit group is known for helping portfolio companies scale actively and strategically. Vonn’s addition fits into the firm’s longer-term plan to bring in younger talent and further diversify its leadership network.

The fashion-forward brand adds a nutrient-packed greens formula to its growing line of functional wellness shots

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Alo Yoga is strengthening its foothold in the wellness space with the launch of its new Daily Greens Shot, the latest addition to the brand’s stackable wellness system. Available now online and in over 100 stores nationwide, the shot delivers a full serving of greens in a convenient, pineapple mint-flavored pouch.

Formulated with a five-in-one superfood blend—chlorella, spirulina, amla, alfalfa, and kale—the Daily Greens Shot supports energy, recovery, and daily balance. Like the rest of Alo’s ingestibles, it’s vegan, gluten-free, cruelty-free, and made without artificial sweeteners, heavy metals, or preservatives.

The new launch builds on Alo’s existing lineup of functional shots, including its Vitamin-C Glow Shot, Advanced Collagen Shot, and Immunity Rescue Shot, all of which align with the brand’s mission to make wellness effective, elevated, and easy to integrate into everyday life.

With 90% of adults falling short of their daily greens intake, the brand saw an opportunity to offer a science-backed, thoughtfully crafted solution that fits into even the busiest schedules.

See Also

The Daily Greens Shot is available in single, 10-pack, and 30-pack formats. Grab yours at aloyoga.com.