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Real-life companies pump up promotions around fictional team in new ‘F1′ movie

The real-life companies that will be sponsors in the fictional F1 movie are preparing for what they hope will be a boon for their businesses as the premiere of the forthcoming film draws closer. The movie, simply called “F1,” will hit theaters internationally June 25 and in North America on June 27. Since the plot […]

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The real-life companies that will be sponsors in the fictional F1 movie are preparing for what they hope will be a boon for their businesses as the premiere of the forthcoming film draws closer. The movie, simply called “F1,” will hit theaters internationally June 25 and in North America on June 27. Since the plot revolves around an F1 team, Apple Original Films worked to land real companies that would provide their brand to the film as sponsors of the fictional team to give it an extra bit of authenticity. Sponsors of the fictional APX (pronounced Apex) GP team include Mercedes-Benz, EA Sports, Expensify, SharkNinja, Geico, IWC and Tommy Hilfiger. Expensify, the expense tracking software company, called out the sponsorship during its Q1 earnings report last week as “possibly one of the best brand placement opportunities ever.” Sign-ups to Expensify quadrupled for a few hours last week after actor Damson Idris wore a firesuit, with Expensify’s logo prominently featured, to the Met Gala as part of a stunt with Tommy Hilfiger, according to CEO David Barrett. Barrett added in a note to investors that “this gives us incredible exposure on a global basis …. Accordingly, we are battening down the hatches in preparation for what we hope will be a wave of new leads that puts our servers, sales team, and customer success to the test.”

WAITING FOR IMPACT: S.F.-based Expensify said it has been making payments on the sponsorship “for a while,” but that it has yet to record them in earnings, so the cost remains unknown. The impact from the sponsorship will likely be felt in Q3 of this year. Expensify will record the expense the day the movie comes out, according to a transcript of what company executives said during the Q1 earnings call last week. In the movie, both road cars and the race cars driven are Mercedes, and the German carmaker also provided the safety car that is used in filming. To commemorate the movie, Mercedes announced during F1 Miami race weekend earlier this month that it will sell a limited-edition AMG GT63 APXGP Edition road car. The company is making only 52 of the 577-horsepower cars, which Car And Driver magazine expects to sell for more than $191,550, the starting price of a normal GT63. The car has gold accents to match the fictional team’s colors, and the floor mats are embroidered with the lettering “APXGP.” The center console has a badge that notes which of the 52 it is. On Mercedes-Benz USA’s website, the company has a special page for the car, along with a link to buy similarly modeled vehicles.

AS SEEN IN ‘F1′: For EA Sports, it is naturally using the movie to promote the next edition of its officially licensed F1 video game. The company says fans who pre-ordered the “F1 25” game’s “Iconic Edition” by a certain period will get access to special gameplay chapters inspired around the movie. Meanwhile, Tommy Hilfiger’s stunt with Idris at the Met Gala drew attention to the film and went viral on social media, with the company saying it was a “moment that fused high fashion with cinematic glamour.” Along with the APXGP firesuit, Idris walked the red carpet with a specialized racing helmet featuring 20,0000 Swarovski crystals attached in red, white and blue colors. Elsewhere, IWC, the longtime Mercedes AMG Petronas F1 Team sponsor, will have its watches worn by Brad Pitt and others in the film. It has released a couple timepieces around the movie including a $7,000 Pilot’s Watch Chronograph APXGP that has gold accents. IWC brought one of the cars used in filming to the Goodwood classic car show in the U.K. and Idris showed up alongside actress Kerry Condon to discuss their roles in the movie. Finally, F1 was selling APXGP merchandise at the F1 Miami race weekend in early May.



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The Hottest New Fitness Craze Is One Of The Oldest—Because It Works

Rucking, or walking with a weighted pack, can be done in the city, the country or the woods, and the … More simplicity is one of the reasons it is suddenly so popular. GoRuck With over two million copies sold to date, the health blockbuster Outlive by Peter Attia, MD is currently Number Eight on […]

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With over two million copies sold to date, the health blockbuster Outlive by Peter Attia, MD is currently Number Eight on the New York Times Non-fiction Bestseller List. But the impressive number is not eight, it’s 107. That is how many weeks the book has been on the list, having already reached the Number One spot and remained a bestseller for more than two years since. Among many other things, Outline helped drive the hottest new fitness craze.

The Hottest “New” Fitness Craze

Many readers of Outlive, including me, made systemic lifestyle changes, from the medical tests they get to what they eat to how much they exercise. But in particular Dr. Attia helped re-popularize one specific form of exercise, “rucking,” or walking around with a weighted pack.

Of course, he was not alone in making one of the oldest forms of exercise hot again. In a single 2-day span last month both the Times and rival Wall Street Journal ran long articles with nearly identical titles on why “weighted vests” are suddenly hot. They both kind of got it wrong as the articles really described rucking, and weighted vests are largely a different thing in the fitness world, but they were both right about it being a hot trend.

Another NY Times bestselling author and former Men’s Health magazine editor, Michael Easter, champions rucking in his book The Comfort Crisis, going so far as to practice the activity, normally associated with hiking or walking, while vacuuming his home and on a treadmill.

Why Try Rucking?

Easter has been rucking regularly for well over a decade and while the pursuit is suddenly hot, he was an early adopter. He told me, “As a health and wellness journalist I always took an evolutionary look at what we do. When you look at modern fitness, a lot of people run, which is something humans evolved to do. But very few people carry, which we also evolved to do, and in my opinion is even more important. So, I started throwing on a backpack with weight, it’s so simple. You burn anywhere from 20-30% more calories than just walking, it’s uniquely good for burning fat and building muscle, and it’s a full-body exercise. When you run you just get cardio but not necessarily strength, with rucking you get both, building muscle while losing weight. And I feel very confident saying it has a much lower injury rate than running, it’s closer to walking.”

“Everyone has tried running, and it works for some people, but others get hurt or just don’t lie it. Rucking is just more approachable and easier.”

Easter cites the work of expert Harvard professor Daniel Lieberman, a widely acclaimed evolutionary biologist known for his research on running and walking in humans. It was Lieberman who coined the term “born to run” about barefoot running cultures, later borrowed as the title of yet another big fitness bestseller. In his own fascinating book Exercised, Why Something We Never Evolved To Do is Healthy and Rewarding, Lieberman praised these evolutionary roots of rucking, explaining that the ability to carry weighted loads over long distances voluntarily (without having them strapped to us like a donkey) differentiates humans from every other creature on the planet and is a huge part of our species success and of being human.

Rucking is the act of walking or hiking (or for the devout using a treadmill at the gym) while wearing a weighted pack. It has been the primary fitness exercise of choice for most of the world’s military forces for centuries (or longer), and the term comes from the name from a widely used military backpack, a rucksack. “Rucking is very much a military term,” says Easter, “and some people hear military jargon and think ‘that’s not for me,’ but humans have been carrying weights for thousands of years, and it has always been good for us.”

It differs from backpacking mainly in that it is intentional exercise, not something you have to do to carry the gear needed to camp in the wilderness. People strap on a weighted pack and walk their dogs or stroll around the neighborhood or go on hikes, in order to accomplish two fitness goals: burning more calories in the same duration of walking, and building muscle strength, while in turn improving bone density while becoming generally fitter. There is also a difference from backpacking in the packs and how you bear the weight, but what predominantly makes it rucking is intent, and that intent is to become healthier and stronger.

Finally, A Fitness Routine That’s Easy To Do Regularly and Stick With

But the best thing about it is that it is simple, and thus arguably the easiest new exercise routine to incorporate into your life, something many people struggle to do with all sorts of workouts. If you want to start a new fitness regimen tomorrow, I can’t think of many things that are effective that are easier to do than adding rucking to your life, and ease of adoption is incredibly important in the success of any new plan.

This is especially true if you already walk at all. I’ve always praised the health benefits of owning dogs, which need to be walked every day, and mine don’t care if it’s hot or cold or raining or snowing, they get my wife and I out for an hour or more each day, including many days when we would blow off the walk in bad weather if we didn’t have dogs. After reading Outlive about a year ago, I started rucking almost every day when I walk my dogs, and I was doing that anyway, so I needed to add exactly zero extra time to get a better workout. Rucking is not just good for you, it’s also an incredibly efficient way to exercise. Easter also rucks when he walks his dog.

Many people, even those without dogs, already do some sort of fitness walking, and rucking is a natural addition to this. Of course, if you don’t walk already, you have to add it to ruck, but you should be adding walking anyway (unless you run instead, and most experts do not recommend ruck-running). I also ruck when I hike, within reason, usually on hikes of 90-minutes or less. On longer hikes I am wearing a pack with gear and water anyway. It’s lighter, but still added weight.

Rucking has been an extremely popular form of exercise used by the military, and is currently employed by just about every armed force on earth. The reason it has lasted so long and continues to be so widely used is because the military sees the results, thousands of times each year, and knows it works. Special Operations Forces Prep Coach is a coaching programmed designed to help those trying out for U.S. special forces units (Navy Seals, Delta Force, Green Berets, etc.) make the cut in the highly selective, competitive and rigorous physical training programs required for admission. On its site, the coaches ask “How important is rucking? There are three studies in the past three decades on SFAS [Special Forces Assessment and Selection] and each of them found that rucking performance was the greatest predictor of getting selected, more than any other physical factors like running, pull-ups, or A.P.F.T scores.”

Rucking is so popular with elite special forces soldiers that in his New York Times bestseller Can’t Hurt Me —with over 7 million copies sold—former Navy SEAL David Goggins used heavy load rucking to train for both the SEAL teams and to later become one of the top ultra-endurance race competitors in the world. Goggins remains the only soldier ever to complete the elite training programs of the SEALS, Army Rangers and Air Force Tactical Controller, and was named the “The Fittest (Real) Man in America” by Outside Magazine. Even bestselling fictional SEALS use rucking—in Jack Carr’s hugely popular series of Terminal List novels (turned into a Chris Pratt series on Prime) his ex-Navy SEAL protagonist James Reece gets back into shape by wearing a weighted pack up and down mountains.

But you do not have to be a special forces operator to benefit from rucking, and one of the great appeals is that almost anyone can do it, as you can start with small amounts of weight. “The bearded dudes going into Afghanistan carried 120 pounds. I carry 45. My mom goes rucking with me and she uses 10 pounds,” says Jason McCarthy, a former special forces soldier who started GoRuck, the biggest company in the niche field of rucking gear, with his wife Emily (former CIA).

A Simple and Time-Efficient Way to Exercise

I spoke to McCarthy over the phone while he was out rucking around his Florida neighborhood, and it’s how he manages his time to stay hyper-ft and get his workouts in while running a company. “You can train wherever you are, city rucking is just hiking in the city, and while we’ve been talking I just got in 3000 steps. This morning, I rucked while I walked my dog. Now I don’t have to carve out time to go to the gym. It’s about finding time to exercise.”

“Why does it work? It’s always worked, since the beginning of time. I’m trying to create a ‘new’ fitness category that’s actually been around forever. Nike started with running at a time when no one had heard of running, it was just for crazies and weirdos.” To that end, in addition to making rucking gear, GoRuck puts on several hundred public rucking events each year and has helped build a grassroots network of about 700 “ruck clubs” across the country to help newcomers join a community. “People are starving for real world connections, and we have to create alternatives that make it fun and healthy to make those connections. The vibe is inviting and they are free. At first no one in the media wanted to cover it because it isn’t a $2000 piece of gym gear or high-tech. The whole beauty of rucking is that it is simple and it works. If you believe walking is great, getting outside is great, getting stronger is great or having a healthier heart is great, then it is for you. Every form of human movement gets harder when you add resistance, and this adds resistance.”

For someone who sells rucking gear, McCarthy surprisingly recommends starting by not buying any. “When you were in college you probably walked around campus with a backpack full of books. I see people in the airport with these really heavy backpacks. A lot of people are rucking and don’t even know it, because it’s so natural. Don’t go buy a bunch of expensive stuff. Start with what you have and for most people I recommend 20 pounds. If you put a dumbbell in a school backpack it’s going to bounce off your back and you’ll hate it, so maybe start with a bag of rice.” I tell my friends who are starting out to use multiple water bottles, because if the pack proves too heavy once you get out on the trail, you can just pour some out.

Easter seconds this beginning approach. “The beauty is simplicity, and unlike some other fitness and gear programs there is no paralysis by analysis. You own a backpack. You own something that weighs something. You have water bottles. Ideally you want the weight close to your back and higher up, so I tell people to put a yoga block or equivalent in the bottom of their pack and then put the weight on top of that to get it higher. If you use a dumbbell or weight plate, wrap it in a towel for cushioning. Go get started and then if you keep doing it, decide if you want to move on to more specialized gear.”

Gear For Rucking

I have done a lot of backpacking and hiking and gear reviews and probably have more packs than anyone should own, but I got a specific rucking pack from GoRuck, because it does make a difference. Backpacking packs are specifically and technologically designed to use a substantial hip belt and transfer weight to the lower body. That makes it more efficient and easier to carry loads long distances over uneven terrain, but the point of rucking is exercise, and to make your walk harder, not easier. The rucking pack has no waist belt, and is very low profile, so as Easter says, it holds the weight (I use metal plates and tubes of sand) close to your back and high up (Easter also uses GoRuck packs for his rucking).

I was already familiar with the company because I use and write on luggage for all travel and sports, and in my many years of questing to find the perfect carry-on bag for my very frequent travel around the world, I’ve ended up with the GoRuck GR-1. I’ve had this for a few years, longer than I have been rucking, and like all their products it is overbuilt to truly last a lifetime. I put the GR-1 in my 2024 Father’s Day luggage buying guide here at Forbes as the top carry-on and wrote “The GoRuck GR-1 is simply the best carry-on bag for active travel (or any travel) I have found.” NY Times gear testing site Wirecutter also picked the GR-1 as “The Best Buy It For Life Backpack” and wrote, “It isn’t just tough, it’s nearly indestructible.”

It’s bigger and doesn’t have a dedicated metal plate pocket, but you can definitely also use the GR-1 as a rucking pack if you want to buy just one thing. Because I keep my carry-on loaded for flights all the time, I use a separate rucking-specific pack, the GoRuck Rucker 4.0 20-liter. This way I can just leave the weights in it and not move things around daily. All their stuff is made to military grade and practically indestructible. GoRuck makes rucking-specific packs in three capacities (15, 20 and 25 liter) and several sizes for different heights.

Easter says, “I tell people to never go over a third of your body weight, and I carry about 20% of my body weight. I don’t like vests where weight is on your chest because that affects your breathing, I only go on my back. If I’m training for big backcountry trip, I’ll get on a treadmill with a very heavy pack, like 60 pounds, crank up the incline to a steep setting and walk slowly for 45 minutes, that’s a great workout.” I’ve been carrying 21-24% of my body weight.

Just to clarify the misleading verbiage of the recent newspaper articles, there are also weighted vests, as Easter mentions, that carry weight on the front and back. GoRuck makes these as well, as do many fitness gear companies, and these are far more widely available than rucking-specific packs, which may cause the confusion. Weighted vests have traditionally been accessories used at the gym for serious strength training, mainly to add resistance to body weight exercises such as pull-ups and push-ups. With strength training, to increase the workload you can do more repetitions, lift heavier weights or both, but body weight exercise is generally limited by your body weight. Most of us would struggle to do 10 pull-ups, but if you get to the point where you can do, say 30, you can either keep doing more or add weight, and a vest is the way to do that. For rucking, keep it on your back. But you can also use these rucking packs in the gym (or stopping for pushups on your hike) in lieu of a vest for most bodyweight exercises.

Health Benefits

The recent Wall Street Journal article said that carrying 10% of your body weight burned 8.5% more calories, while going to 20-30% jumped that to 19.7 and 32.2%. They also said carrying weight activated muscles in your back, shoulders, abs and lower body. The Journal also cited studies showing that rucking can prevent or reduce bone density loss while ageing.

When you exercise regularly and eat well it is very difficult to break out the effect individual lifestyle elements have on your overall health and performance, which is why anecdotal reports are not a reliable source of training information. In addition to rucking I am also doing regular strength training with weights, hiking, cycling and doing high intensity interval training, plus myriad other activities. Nonetheless, I have been doing most of those things for a long time, and a year after I added rucking to my fitness mix I am at the leanest, fittest state of my adult life, I’ve had no pain or soreness or injuries related to rucking, my tangible performance at endurance events such as long distance cycling and hiking has improved, and I have to believe that my frequent rucking (60-90 minutes 4-5 times a week with 35-40 pounds) has made a difference. Just the fact that over the year I have been able to increase the weight when it gets easier seems to prove that strength and endurance are being built along the way.

For most of my life, the primary focus of health-based exercise was aerobic, but in recent years studies have shown that strength training is much more important to long term health than many people thought, possibly even more important than cardio, and directly related to bone density. But for a well-rounded fitness routine you want cardio and aerobic exercise and full body strength, and most of us want to burn more calories. Rucking does all of this, in a way that is easy, efficient and time effective compared to many other kinds of exercise. But it should not take the place of strength training and other exercise but rather makes a perfect addition to those. It can also be highly social and is fun and easy to do with friends.

“I’m already going to go for a walk or walk the dog, so I might as well throw on the pack and get a lot more benefit from the walk,” says Easter. This simplicity and efficiency is a big part of the reason why rucking is the hottest new fitness craze.



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Esports to power up $205bn global gaming market by 2026

Esports is no longer just a niche—it’s a global force shaping the future of entertainment and the digital economy, according to new insights from the Esports World Cup Foundation. Fuelled by rapid advancements in technology, high-speed internet, and a new generation of gaming platforms, esports has emerged as one of the world’s most influential entertainment […]

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Esports is no longer just a niche—it’s a global force shaping the future of entertainment and the digital economy, according to new insights from the Esports World Cup Foundation.

Fuelled by rapid advancements in technology, high-speed internet, and a new generation of gaming platforms, esports has emerged as one of the world’s most influential entertainment sectors.

In 2022, the number of esports fans surpassed 530m, while more than 3.4bn people globally engage in video gaming, highlighting the massive cultural footprint of interactive entertainment.

Esports industry growth

The financials tell a compelling story:

  • The global gaming market exceeded $184bn in revenue in 2023
  • The esports segment alone is valued at $4.3bn in 2024, with significant headroom for growth
  • By 2026, total gaming revenues are projected to reach $205.4bn, cementing esports as a major pillar of the digital economy

Live-streaming platforms, professional tournaments, and high-profile sponsorships are helping turn esports into global spectacles. At the same time, rising investment in infrastructure, talent development, and international tournaments is accelerating job creation and new economic opportunities within the sector.

As the world becomes increasingly digitised, esports stands at the intersection of technology, entertainment, and innovation—reshaping how billions engage, compete, and connect online.



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Accelerating Graphics Innovation in an Era

gaming gpu market The Gaming Graphics Processing Unit (GPU) market is experiencing unprecedented growth, driven by the surging demand for high-performance visuals, realistic gameplay, and seamless user experiences. As gaming continues to evolve into a mainstream form of entertainment-spanning consoles, PCs, cloud platforms, and virtual reality-the role of powerful GPUs has never been more critical. […]

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gaming gpu market

gaming gpu market

The Gaming Graphics Processing Unit (GPU) market is experiencing unprecedented growth, driven by the surging demand for high-performance visuals, realistic gameplay, and seamless user experiences. As gaming continues to evolve into a mainstream form of entertainment-spanning consoles, PCs, cloud platforms, and virtual reality-the role of powerful GPUs has never been more critical.

Request To Free Sample of Report: https://www.marketresearchfuture.com/sample_request/25359

Key Companies in the Gaming Gpu Market Include:

AMD

MediaTek

Renesas Electronics

Apple

Broadcom

Wolfspeed

Samsung Electronics

Imagination Technologies

Microsoft

Nvidia

Intel

Sony Interactive Entertainment

Google

Qualcomm

IBM

Market Drivers: Gaming Boom and Rising Performance Expectations

One of the primary drivers of the gaming GPU market is the global gaming boom. The number of gamers worldwide has surpassed 3 billion, with significant growth in PC and console gaming communities. The rise of esports, online multiplayer platforms, and game streaming services has further accelerated the need for high-end graphics performance.

Gamers increasingly demand ultra-realistic visuals, high frame rates, 4K resolution, and support for ray tracing and real-time rendering. This demand puts pressure on GPU manufacturers to continuously innovate and deliver faster, more efficient, and feature-rich solutions.

In addition, the proliferation of AAA games with advanced graphics engines, along with growing adoption of VR and AR in gaming, is driving the need for next-generation gaming GPUs that can handle complex computational tasks and deliver immersive experiences.

Purchase Complete Report: https://www.marketresearchfuture.com/checkout?currency=one_user-USD&report_id=25359

Technological Advancements: AI, Ray Tracing, and Cloud Gaming

The gaming GPU landscape is being transformed by rapid technological advancements. Leading companies like NVIDIA, AMD, and Intel are pushing the boundaries of GPU architecture and performance.

One of the most significant innovations is the integration of real-time ray tracing and AI-based rendering. Technologies like NVIDIA’s DLSS (Deep Learning Super Sampling) use AI to upscale image quality without compromising performance, allowing mid-range GPUs to deliver near-4K quality.

Additionally, the rise of cloud gaming platforms such as NVIDIA GeForce NOW, Xbox Cloud Gaming, and Google Stadia is changing how GPUs are used. Rather than relying solely on local hardware, cloud gaming depends on powerful GPUs housed in data centers-expanding the scope of the GPU market beyond individual consumers.

Energy efficiency and thermal management have also seen significant improvements, enabling more compact, powerful gaming laptops and desktops.

Regional Insights: Asia-Pacific Leads, North America and Europe Follow

Asia-Pacific dominates the gaming GPU market due to its massive gaming population, especially in countries like China, South Korea, Japan, and India. The region’s thriving mobile and PC gaming industries, along with strong esports ecosystems, drive high GPU consumption.

North America remains a key market due to its mature gaming culture, strong console and PC gaming base, and early adoption of advanced graphics technologies. The U.S. is home to major tech firms, GPU designers, and game developers, creating a robust ecosystem.

Europe also contributes significantly to the market, especially in countries like Germany, the UK, and France, where gaming hardware demand continues to grow alongside interest in VR and immersive tech.

Browse In-depth Market Research Report: https://www.marketresearchfuture.com/reports/gaming-gpu-market-25359

Market Outlook: Sustained Growth with New Frontiers

The global Gaming GPU market is expected to grow at a CAGR of over 9.84% through 2034. With ongoing innovations, the introduction of new GPU generations, and expanding applications in cloud gaming, virtual reality, and content creation, the market is set for a dynamic decade.

As gaming continues to intersect with technology, art, and social engagement, GPUs will remain the heart of this revolution-powering the immersive worlds of tomorrow.

Other Related Reports:

solar container market https://www.marketresearchfuture.com/reports/solar-container-market-35826

fuel cells in aerospace defense market https://www.marketresearchfuture.com/reports/fuel-cells-in-aerospace-defense-market-36066

fuel grade petcoke market https://www.marketresearchfuture.com/reports/fuel-grade-petcoke-market-36138

solar roofing market https://www.marketresearchfuture.com/reports/solar-roofing-market-36184

lng regasification terminal market https://www.marketresearchfuture.com/reports/lng-regasification-terminal-market-36712

offshore energy market https://www.marketresearchfuture.com/reports/offshore-energy-market-36717

offshore wind construction vessel market https://www.marketresearchfuture.com/reports/offshore-wind-construction-vessel-market-36765

About Market Research Future:

Market Research Future® (Part of WantStats Research and Media Pvt. Ltd.) has specialized research analysts in the areas of Aerospace & Defense, Automotive, C&M, Energy & Power, F&B, Healthcare & Pharmaceutical, ICT, Industrial Equipment, Packaging Construction & Mining and Semiconductor. Market Research Future (MRFR) is a global market research company that takes pride in its services, offering a complete and accurate analysis with regard to diverse markets and consumers worldwide. MRFR’s approach combines the proprietary information with various data sources to give an extensive understanding to the client about the latest key developments, expected events and about what action to take based on these aspects.

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Tim Cook was hand-picked to lead Apple. Some say it’s time for him to go – NORTHEAST

Walter Piecyk and Joe Galone of LightShed Partners, a New York-based technology, media and telecommunications research firm, are questioning whether Cook is still the right person to lead one of the world’s most valuable companies amid concerns that it’s fallen behind in AI — a technology that’s already disrupting work, education and other facets of […]

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Walter Piecyk and Joe Galone of LightShed Partners, a New York-based technology, media and telecommunications research firm, are questioning whether Cook is still the right person to lead one of the world’s most valuable companies amid concerns that it’s fallen behind in AI — a technology that’s already disrupting work, education and other facets of everyday life. Apple has already faced pressure to come up with a new hit product as sales of smartphones, Apple’s biggest revenue driver, have slowed across the industry.



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Real Madrid-Cisco converged connectivity – Coliseum

Image: Real Madrid and CISCO The LaLiga team Real Madrid CF (Spain) and the technology company Cisco have extended their multiyear global partnership and reaffirmed the world’s leading networking and security company as one of the club’s official technology partners. ‘realmadrid.com’ stated that this agreement will incorporate Cisco’s advanced technology at the Real Madrid home […]

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Real Madrid extends partnership with CISCO for further tech upgrades for Estadio Santiago Bernabéu
Image: Real Madrid and CISCO

The LaLiga team Real Madrid CF (Spain) and the technology company Cisco have extended their multiyear global partnership and reaffirmed the world’s leading networking and security company as one of the club’s official technology partners.

‘realmadrid.com’ stated that this agreement will incorporate Cisco’s advanced technology at the Real Madrid home ground – the Bernabéu Stadium in Madrid, Spain – and significant enhancements to the Real Madrid City.

The Real Madrid CF is a Spanish professional football club based in Madrid (Spain). The club competes in LaLiga, the top tier of Spanish football.

The Bernabéu Stadium is a retractable roof football stadium in Madrid, Spain. With a seating capacity of around 78,297 following its extensive renovation completed in late 2024 the stadium has the second-largest seating capacity for a football stadium in Spain. It has been the home stadium of the Real Madrid CF since its completion in 1947.

San Jose (US)-based Cisco is the worldwide technology leader that is revolutionizing the way the organizations connect and protect in the artificial intelligence (AI) era. For more than 40 years Cisco has securely connected the world. With its industry-leading AI-powered solutions and services Cisco enables its customers, its partners and the communities to unlock innovation, enhance productivity and strengthen digital resilience. With purpose at its core Cisco remains committed to creating a more connected and inclusive future for all.
 
‘realmadrid.com’ further stated that the partnership renewal took place at the Bernabéu Stadium and the alliance will focus on cutting-edge technology upgrades, including:

  • The creation of a scalable, high-performance, AI-ready data center at the Real Madrid City which will boost the club’s energy efficiency measures and enable new AI workloads to be integrated alongside the traditional ones;
  • Cisco Wi-Fi 7 around Real Madrid City, a next-generation wireless standard that offers faster speeds, lower latency and seamless connectivity for the fans and the employees; and
  • The deployment of robust 100 Gbps network infrastructure connecting the Bernabéu Stadium to the Real Madrid City. Powered by Cisco’s Application Centric Infrastructure (ACI) the network will provide simple and secure management, rapid deployment of new services and increased digital resilience across the club’s digital network.

 

Leading Innovation in Sport Technology

The Cisco solutions have served as the technology foundation of the Bernabéu Stadium for nearly two decades including a comprehensive renovation completed in 2024 that made it the standard-bearer for innovation and fan experience. The renovation involved the implementation of a comprehensive portfolio of Cisco solutions including a single, converged Software Defined Access (SDA) network, the first-of-its-kind in a European stadium. This ensures fast and secure operations by connecting all the assets of the Bernabéu Stadium. Additionally, Cisco’s cloud-based Internet Protocol (IP) Fabric for Media solution is being used to efficiently produce and distribute content to more than 2,500 screens throughout the venue in real-time and to the millions of fans following the action via broadcasts around the world.

Andreu Vilamitjana, head honcho, Cisco Spain and Portugal, said about the agreement, “The networks are at the heart of digitalization which is transforming all the sectors including sport and entertainment. Three years ago the New Bernabéu Stadium set a global benchmark in converged connectivity thanks to Cisco technology. Now, it will once again be a pioneer in delivering immersive, sustainable and cost-effective interactions.”

Added Agostino Santoni, Senior Vice-President, Europe, Middle East and Africa (EMEA) South, Cisco, “Technology has the power to transform the fan experience and the Real Madrid CF is marking a new milestone in innovation in sports, entertainment and culture. By leveraging Cisco’s expertise it is not only reinventing sport for the fans but also enriching the experience of hundreds of thousands of visitors to the stadium.”

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From NYC to Germany, Here’s How Top Fitness Brands Are Scaling Community

The founders of Hyrox, Alpha Fit Club, The Athletic Clubs and Strong New York argue that community — and some healthy competition — are vital to the long-term growth of the fitness industry  As loneliness reaches record levels, particularly among younger demographics, fitness brands are delivering more than just workouts. At the ATN Innovation Summit […]

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The founders of Hyrox, Alpha Fit Club, The Athletic Clubs and Strong New York argue that community — and some healthy competition — are vital to the long-term growth of the fitness industry 

As loneliness reaches record levels, particularly among younger demographics, fitness brands are delivering more than just workouts.

At the ATN Innovation Summit 2025, the panel “Creating Community Through Competition” brought together leaders in the boutique and competitive fitness space to unpack how community is reshaping fitness business models.

But first, it’s worth noting that “community” may be the most overused term in fitness today. As moderator Kenny Santucci, founder of Strong New York and The Strength Club, noted, the term’s real impact lies in how it’s operationalized.

“We’ve all seen people show up for each other in ways that go beyond the gym,” Santucci said. “But how do we build systems and environments where that happens consistently, and at scale?”

Kenny Santucci at the ATN Innovation Summit
Kenny Santucci (credit: Flickman Media)

Hyrox has done just that. Douglas Gremmen, chief growth officer at Hyrox, noted that the Germany-founded fitness racing brand has seen explosive growth since launching in the U.S. just six years ago.

“In 2019, we had a few hundred people at our New York event,” Gremmen said. “Two weeks ago, we had 15,000 competitors and 40,000 on the waitlist. The sport of fitness is now speaking a universal language.”

At the Innovation Summit, panelists emphasized that accessibility is what will determine long-term impact.

“I think CrossFit missed the boat when it came to mass participation,” Gremmen said. “They nailed performance, but Hyrox built a lower barrier to entry. You don’t need to be a powerlifter or gymnast to line up at the start. You just need a reason to show up.”

Douglas Gremmen at the ATN Innovation Summit
Douglas Gremmen (credit: Flickman Media)

For Sam Tooley, co-founder and CEO of Alpha Fit Club, a New Jersey-based boutique fitness chain, the way to cultivate community begins with in-studio experiences, but continues outside the four walls.

“The most exciting part is when a community bleeds outside,” he said. “Some of the best friendships we’ve seen in the gym become lifelong. Whether they stay members or not, they’re showing up for each other in ways we never could’ve engineered.”

Tooley shared how Alpha’s own in-house event, the Alpha Games, was designed as a member-first retention tool.

“We wanted to create something that made people feel they didn’t need to go anywhere else to find their challenge,” Tooley explained. “It’s a celebration of the work they’re already doing, not just a chance to compete.”

Sam Tooley at the ATN Innovation Summit
Sam Tooley (credit: Flickman Media)
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Woman signing into a group fitness class

“There’s no better way to build confidence than to give someone something really freaking hard to do, and let them go do it,” he added. “You do hard things together, and that’s what builds a real community.”

As Alpha Fit Club scales to 40 locations and Hyrox races sell out from Miami to Melbourne, the question turns to operational strategy.

“People are entrusting us with their time, their goals, their emotional and physical energy,” Tooley said. “We take that seriously. So we’ve invested in making sure the experience feels the same at every location, with systems that support that level of hospitality.”

As their studios have scaled, the panelists spoke about how leadership must evolve, too.

“I used to be the one opening the gym at 3:30 in the morning to coach a 5 a.m. class,” said Dane McCarthy, founder and CEO of The Athletic Clubs, an NYC-based social fitness brand with big expansion plans of its own. “I’ve done everything I’m asking my team to do, and now my job is to coach them. That’s how we grow.”

Dane McCarthy at the ATN Innovation Summit
Dane McCarthy (credit: Flickman Media)

And while competitive fitness may seem intimidating, Santucci argued that it’s one of the most effective engagement (and community-building) tools the industry has.

“We’re starting to understand that gamification and group accountability are powerful. … You don’t have to go it alone,” he said. “That’s the real unlock.”





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