What Major Players Are Fueling This Growth?
Key organizations operating within the sports market include Liberty Media Corporation, Life Time Group Hldgs, Futbol Club Barcelona, Dallas Cowboys, Manchester City F.C., and Real Madrid C.F., to name a few. These players, along with many others, contribute significantly to the market’s growth and evolution.

Bell Canada has announced a partnership with artificial intelligence company Cohere to provide full-stack sovereign AI solutions for government and enterprise customers across Canada.

Cohere will make its AI services available through Bell AI Fabric, a project announced by Bell in May to support Canadian businesses’ and governments’ AI needs.

“Together, Bell Canada and Cohere will offer a turnkey solution for Canadian organizations that want to deploy world-class AI capabilities,” the companies said in a press release.

It marks the latest step in Bell’s long-stated plan to transform into a tech-first company.

Bell AI Fabric will incorporate Cohere’s agentic AI platform North, which will be available to government and enterprise customers. It will enable them to create AI agents and automation solutions without having to manage AI infrastructure.

It will also include software infrastructure such as Cohere’s large language models “customized for Bell to offer unique capabilities for the Canadian market, machine learning and cloud software.”

“Our partnership with Bell Canada will provide the Canadian government and enterprises with world-class options for sovereign, security-first AI,” said Cohere CEO Aidan Gomez in a press release.

“This has the potential to be truly transformative for organizations looking to massively increase their productivity and efficiency without any compromise on data security and privacy.”

Bell previously announced its plan to open six AI data centres through the AI Fabric project, which will provide around 500 megawatts of hydroelectric-powered AI compute capacity. AI compute refers to the technology that enables AI systems to perform tasks, such as processing data and training machine-learning models.

It said all elements of the AI Fabric project are “underpinned by leading cybersecurity protections combining physical security, network security, and operational resilience.”

“Working together, we will both transform Canadian businesses through cutting edge AI capabilities, while ensuring that the data remains secure and within Canada,” said Bell president and CEO Mirko Bibic in a statement.

The Montreal-based telecom company said Bell AI Fabric also relies on its new tech services brand Ateko, which is a cornerstone of its ambition to build a $1-billion tech services business.

Ateko unified tech companies acquired by Bell such as FX Innovation, HGC Technologies and CloudKettle under a single umbrella. The company said Ateko is meant to help businesses streamline operations, cut costs and boost productivity using AI.

Bell said it will also deploy Cohere’s North platform internally, enabling employees to build and manage AI agents built on proprietary Bell data to drive efficiencies across the organization.

This report by The Canadian Press was first published July 28, 2025.

Companies in this story: (TSX:BCE)

Sammy Hudes, The Canadian Press

In a fascinating convergence of biology and engineering, Chinese scientists have successfully transformed bees into cyborgs, equipped with microchips that allow them to be controlled remotely. This innovation opens up exciting possibilities for biohybrid robotics, yet it also raises a host of ethical concerns. Let’s dive into what makes this development so remarkable, how it works, and what it means for the future.

The Tech Behind Cyborg Bees

According to South China Morning Post, researchers at the Beijing Institute of Technology have made a breakthrough with a microchip so small it can be attached to an insect without impeding its natural flight. The chip weighs only 74 milligrams, a fraction of the insect’s own body weight, making it light enough for the bee to fly without difficulty.

What makes this chip so powerful is its ability to deliver precise electrical impulses to the bee’s brain through three tiny needles. These impulses simulate sensory signals that direct the bee’s movement, allowing it to follow commands like turning, moving forward, or reversing.

This technology is a perfect example of miniaturization in robotics—making an advanced electronic system small enough to be embedded in an insect without hindering its natural abilities. The results are impressive: in tests, nine out of ten bees followed the commands accurately, changing their flight trajectory in real-time. This level of control is something previous attempts with other insects, like cockroaches, could never achieve.

Cyborg Bees in Action

One of the most compelling aspects of this technology is its potential applications in real-world scenarios. Bees, by their very nature, are excellent flyers. They can cover distances of up to five kilometers without rest, making them ideal for tasks that involve exploration or search and rescue. In fact, their ability to travel long distances with minimal energy makes them an excellent candidate for missions in environments that would be too dangerous or inaccessible for humans or drones.

For instance, in disaster zones, cyborg bees could be deployed to locate survivors or assess damage in places where traditional drones or human teams can’t reach. Their lightweight design and natural flight abilities make them nimble and efficient, far outpacing previous robotic insect efforts, which often relied on larger, more cumbersome machines. In this sense, cyborg bees represent a huge leap forward in biohybrid robotics.

Should We Control Living Creatures?

As with any groundbreaking technology, the rise of cyborg bees isn’t without its ethical dilemmas. One of the most pressing concerns is the possibility of these insects being used for surveillance. While the primary aim of this research is to explore potential benefits for rescue and environmental tasks, experts worry about the darker implications. Could cyborg bees be used to spy on individuals or gather data covertly, all while remaining undetected?

This fear is compounded by the fact that the technology is still in its early stages. Currently, the bees are tethered to a power source via cables, which limits their autonomy. However, as researchers work to overcome this limitation—by developing wireless power systems—the possibilities for using these cyborgs for surveillance grow. This raises important questions about how we balance technological advancement with privacy and ethics.

What’s Next for Cyborg Bees?

Despite the promise of cyborg bees, there are still challenges to address. For one, the bees are still reliant on a wired power source, which means they can only operate in controlled environments where a tethered connection is possible. For the technology to reach its full potential, researchers are exploring ways to make the power source wireless, enabling the bees to fly freely without being restricted by cables.

Another hurdle is ensuring the longevity and safety of these modified creatures. While the technology works well in short-term tests, there are concerns about how long these insects can endure with such implants. As with any bioengineering project, the long-term health and well-being of the creatures involved must be a priority.

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An announcement from Frequency Exchange Corp ( (TSE:FREQ) ) is now available.

Frequency Exchange Corp. has signed an exclusive license with MG Tech to integrate its patented Wellness Technology into MG Tech’s PlayFlex play calling and tracking technology. This collaboration aims to launch in the 2026 football season, targeting all levels of football in the United States. The PlayFlex wearable technology will allow real-time play calling, player vital tracking, and performance-based wellness support, enhancing player performance and health on and off the field. This strategic partnership is expected to strengthen Frequency Exchange Corp.’s market position in the sports industry and expand the reach of its NIKKI wellness technology.

More about Frequency Exchange Corp

Frequency Exchange Corp., based in British Columbia, Canada, is a publicly traded company focused on the global commercialization of ‘NIKKI’, a Wellness Technology that delivers frequency-enhanced wellness programs. The company acquired FREmedica Technologies Inc. in 2022, which is now a wholly owned subsidiary. FREmedica’s business focuses on developing wellness programs that address various health issues, including sleep, pain, energy, and immunity, by enhancing cell communication.

Average Trading Volume: 5,172

Technical Sentiment Signal: Strong Buy

Current Market Cap: C$12.56M

For an in-depth examination of FREQ stock, go to TipRanks’ Overview page.

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MLS held its second annual Future of the Game Showcase during last week’s All-Star festivities at Q2 Stadium in Austin, showing off technology developed by companies participating in the league’s Innovation Lab program. The soccer science fair showed off various soccer-related use cases for artificial intelligence, including fan engagement, on-field performance, officiating and back-end content production.

The Innovation Lab program offers participating companies exposure to MLS brass and owners, as well as the opportunity to improve and refine their technology by using real MLS matches as a testing ground.

“The reason we call it a ‘lab’ is because we work really collaboratively with the companies to actually develop their different services,” said MLS SVP/Emerging Ventures Chris Schlosser.

Edge Sound Research, which is featured in this week’s issue of Sports Business Journal, exemplifies how participating companies can use their access to MLS stadiums to improve their technology. Edge uses AI technology to isolate specific sound during live sporting events that can then be used to enhance broadcasts or in-stadium experiences. Soccer is a particularly difficult use case for the technology due to the level of crowd noise and size of the playing surface, but working with MLS has allowed the company to more precisely pinpoint the voices of specific players. FIFA regulations prevent microphones from being inside the white lines, but Edge’s technology could soon allow broadcasters to offer a “mic’d up” experience from a permissible distance.

As part of the terms of the Innovation Lab program, MLS has the option to invest in any of the participating companies during their next funding round. Schlosser said the league has 10-20 equity investments in technology companies thus far and will decide over the next few weeks whether to add companies from this year’s cohort to the portfolio.

This year’s exhibitors included:

• EDGE Sound Research: Intelligent audio infrastructure that isolates sound to create immersive experiences.
• OLIVER Sports: GPS trackers powered by AI that capture athletic and soccer-specific metrics. Athletes participating in the MLS Next All-Star Game wore the devices during play.
• Soccerment: A sports technology company leveraging AI, wearable devices, and advanced analytics to enhance player development, scouting, and performance analysis.
• Wicket: Facial authentication platform for ticketing, payments, access control and credentialing.
• Camb.AI: AI dubbing platform that instantaneously translates content into any language while preserving the original speaker’s voice and tone.
• Lubu Technologies: AI-powered wearable insoles that track force impacts, cleat performance, and foot pressure to improve athletic performance and recovery in real time.
• Sportec Solutions: MLS’ Data Creation Partner will present AI-driven technologies designed to enhance fan engagement and storytelling including AI Live Ticker and Data Story Finder tools along with innovative broadcast visualizations.
• OneCourt: A tactile device that allows fans with visual disabilities to experience a live match through touch.

Muscle, metrics & GLP-1s: McKinsey maps out a $5.65T metabolic health opportunity. Here’s how fitness and wellness brands can take the lead

GLP-1s may have kicked off the obesity conversation, but they’re not where it ends.

That’s the premise behind The Path Toward a Metabolic Health Revolution, a report from the McKinsey Health Institute (MHI) that reframes obesity not as a personal failing, but as a global, systemic challenge and a massive economic opportunity.

With nearly 900 million adults now living with obesity, the stakes are high. MHI estimates that if left unaddressed, obesity could cost the global economy $2.76 trillion in lost GDP annually by 2050. But the rise of GLP-1 weight management drugs is shifting the conversation from crisis to treatable condition and opening the door to something bigger: a bold, collaborative push towards metabolic health for all.

According to the report, society is now at a crossroads. One path focuses on reactive medical treatment, while the other calls for broad, systemic change, from science and tech to food, fitness and consumer behavior. That second path, McKinsey says, could unlock 3.5 times more health gains and a $5.65 trillion annual GDP uplift in 2050.

So what does this mean for fitness and wellness professionals?

Here are five key takeaways from the report that highlight where the fitness and wellness industry fits into this revolution.

1. It’s Biology, Not Just Behavior

McKinsey makes it clear: obesity is a treatable medical condition shaped by complex biological, socioeconomic and environmental factors and not simply a matter of personal choice or willpower. For fitness brands and leaders, that means moving beyond oversimplified “calories in, calories out” messaging toward a more inclusive, science-backed approach.

This includes looking past body mass index (BMI) as a standalone metric and embracing other indicators of health, like body composition, blood sugar and cardiovascular function. The rise of AI and wearable technology also offers new tools to deliver personalized programs designed for each individual’s physiology, lifestyle and goals.

Fitness brands are already leaning in. Fitness SF, for example, offers biomarker testing and DNA analysis in partnership with InsideTracker to guide personalized training protocols, while Equinox’s Optimize program pairs blood testing with coaching across sleep, nutrition and movement.

2. Companion Services As the Next Growth Engine

Drugs like Ozempic and Wegovy are effective, but not comprehensive, and as McKinsey notes, they need to be used in combination with other interventions to shift obesity rates. To that end, fitness operators have a major opportunity to position themselves as essential GLP-1 companions to help users preserve muscle, build healthy habits, and avoid long-term setbacks.

To support members on GLP-1s, fitness operators can double down on strength training to counteract muscle loss, offer personalized programming to address shifts in energy and appetite and provide nutrition coaching that prioritizes protein and nutrient-dense foods.

Companies like Evolt and InBody are also helping gyms track muscle preservation and nutrient needs more accurately through advanced body composition scans, which are especially useful for GLP-1 users navigating rapid weight loss.

3. Going Beyond Obesity

GLP-1s may address obesity, but McKinsey urges leaders to think bigger. Metabolic health spans cardiovascular function, kidney health, blood sugar regulation and inflammation, domains where exercise, recovery and lifestyle interventions excel. Fitness and wellness brands that align with a broader health mission have a prime opportunity to help architect the next era of preventative care.

See Also

At 24 Hour Fitness, recovery-focused group training like Modus Move and Mobility reflect a growing interest in “prehab” and functional longevity, while Chuze Fitness and Crunch Fitness are investing in saunas, HydroMassage, and meditation classes to address other areas of health.

4. Fitness Isn’t Adjacent to Healthcare. It Is Healthcare

McKinsey’s most ambitious forecast hinges on one thing: making metabolic health a shared priority across sectors like healthcare, food, tech and fitness. For gym operators and wellness brands, it’s an opportunity to step into the healthcare ecosystem, rather than alongside it. As for what that looks like, it could mean forging partnerships with primary care clinics, integrating biometric data and wearables into training protocols, or offering chronic disease prevention programs powered by science, not trends. 

That message echoed across multiple panels at the Athletech News Innovation Summit, where leaders from Pvolve, Dr. B, Life Time and others laid out how gyms can evolve into true partners in preventive care.

Some operators are already making this leap: Equinox has formed a Health Advisory Board, is invested in sleep fitness and launched medically integrated memberships, while EGYM and Technogym are using AI and biometric assessments to prescribe personalized fitness plans.

5. Measure What Matters, Serve Who’s Missing

McKinsey also calls for better measurement and greater equity in the metabolic health revolution. For fitness professionals, there’s an opportunity to incorporate more meaningful indicators, such as glucose levels and recovery data, to support overall health. At the same time, the industry can help close access gaps by embracing inclusive pricing models and community-based programming that meets the needs of those most affected.

High-value, low-price operators like EoS Fitness and Planet Fitness are already helping lead the way, making fitness offerings and wellness amenities accessible to broader populations through affordable memberships.