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Senator Katie Britt Co-Sponsors Legislation Aimed at Increasing Transparency in Big Tech Content Moderation

WASHINGTON, D.C. — U.S. Senator Katie Britt (R-AL) has joined Senate Commerce Committee Ranking Member Ted Cruz (R-TX) and several Republican colleagues in introducing the Transparency in Enforcement, Restricting, and Monitoring of Services (TERMS) Act. The proposed legislation seeks to increase oversight and accountability among major technology companies, particularly regarding how they enforce their terms […]

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WASHINGTON, D.C. — U.S. Senator Katie Britt (R-AL) has joined Senate Commerce Committee Ranking Member Ted Cruz (R-TX) and several Republican colleagues in introducing the Transparency in Enforcement, Restricting, and Monitoring of Services (TERMS) Act. The proposed legislation seeks to increase oversight and accountability among major technology companies, particularly regarding how they enforce their terms of service.

The TERMS Act is intended to address concerns that some online platforms use broadly defined terms of service to censor content, particularly based on political viewpoints. The bill would mandate more specific acceptable use policies and require companies to provide advance written notice when these policies are updated. Additionally, it would require platforms to give users written explanations before terminating services, along with an annual public report on enforcement actions.

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Senator Britt stated that the legislation aims to curb what she views as online censorship. “This online censorship is one of the greatest threats to free speech in the modern era,” she said. “Our TERMS Act would put an end to that practice.”

Senator Cruz echoed similar sentiments, referencing prior investigations by the Commerce Committee. “These discriminatory policies have cost businesses thousands of dollars in lost revenue and forced conservatives to choose between self-censorship or ceasing operations altogether,” he said.

The TERMS Act is co-sponsored by Senators Marsha Blackburn (R-TN), Tom Cotton (R-AR), Mike Crapo (R-ID), Cynthia Lummis (R-WY), Roger Marshall (R-KS), Jim Risch (R-ID), and Eric Schmitt (R-MO). The legislation has received backing from several advocacy and policy groups, including the Independent Women’s Forum and Parents Defending Education Action.

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Senator Britt has previously supported legislation focused on technology regulation and child protection, including the Kids Off Social Media Act and the Stop the Scroll Act.

U.S. Senator Katie Britt, Chairman Cruz, Colleagues Fight Big Tech Censorship

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Programmatic Fuels Brand Investment in Women’s Sports, Says WBD’s Huda Kazi – Beet.TV

Programmatic advertising is quietly transforming the landscape of women’s sports, and Warner Bros. Discovery’s vice president of ad technology and operations, Huda Kazi, says it’s just the beginning. Speaking Beet.TV Editorial Director Lisa Granatstein at the FreeWheel Programmatic Summit in New York, Kazi said programmatic isn’t simply a tool for monetization. It’s a matchmaking engine, […]

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Programmatic advertising is quietly transforming the landscape of women’s sports, and Warner Bros. Discovery’s vice president of ad technology and operations, Huda Kazi, says it’s just the beginning.

Speaking Beet.TV Editorial Director Lisa Granatstein at the FreeWheel Programmatic Summit in New York, Kazi said programmatic isn’t simply a tool for monetization. It’s a matchmaking engine, helping brands connect with passionate, engaged audiences in real time.

“Women’s sports aren’t background noise,” Kazi said. “People are tuned in, emotionally invested, especially in those peak moments when every second counts.”

That emotional engagement makes women’s sports a powerful environment for advertisers, especially when campaigns are informed by data and activated through automation. Kazi said Warner Bros. Discovery is “programmatic forward,” with a deep focus on preparation: ensuring supply partners, platforms and buyers all know when high-value inventory, such as a buzzy live match, is available.

Not just sports for smart targeting

For Kazi, the power of programmatic lies in its ability to surface new audiences and unlock insights.

“Sometimes the audience you think is watching isn’t who’s actually there,” she said. That’s where first-party data from platforms like HBO Max plays a critical role, helping WBD deliver better matches between brands and viewers, while maintaining privacy compliance.

And authenticity matters. Female athletes, Kazi said, bring a credibility to brand partnerships that resonates with consumers.

“When a female athlete endorses a product, viewers believe it’s one she actually uses,” she said. That authenticity is becoming increasingly attractive to brands looking to build long-term loyalty.

From experimentation to commitment

Kazi highlighted how programmatic buys often serve as a gateway to deeper advertiser investment.

“We’ve had clients start with us programmatically and return the next year with guaranteed commitments,” she said, adding that successful campaigns create a virtuous cycle. It’s good for brands, good for viewers and good for women’s sports.

While she dismissed the idea that women’s sports face unique challenges in programmatic, she acknowledged the complexities of managing demand surges during high-stakes moments. The company mitigates that by working closely with ad partners on pacing, frequency capping and campaign design to ensure quality experiences for viewers.

Democratizing opportunity

Ultimately, Kazi said, programmatic advertising has helped level the playing field.

“It democratizes access,” she said. “You come in looking for an audience. You find it in women’s sports. You track performance. And next time, you buy bigger.”

With data, automation and strategic commitment, Kazi sees programmatic as a growth engine not only for Warner Bros. Discovery, but also for equity and expansion across the sports media ecosystem.

Warner Bros. Discovery’s Kazi On The Evolution Of Programmatic Buying

You’re watching Beet.TV coverage from Programmatic Activation Summit 2025, presented by FreeWheel. For more videos from this series, please visit this page .



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Study: First brain fitness tracker validated for aging independently

Mia Qu of Gigabyte Technology gestures to a gaming laptop enhanced with a superfast Nvidia chip as AI capabilities head for personal computers during the Consumer Electronics Show (CES) in Las Vegas, Nevada on January 9, 2025 – Copyright AFP Glenn CHAPMAN A new U.S. National Institutes of Health (NIH)-funded study from McGill University has […]

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Mia Qu of Gigabyte Technology gestures to a gaming laptop enhanced with a superfast Nvidia chip as AI capabilities head for personal computers during the Consumer Electronics Show (CES) in Las Vegas, Nevada on January 9, 2025 – Copyright AFP Glenn CHAPMAN

A new U.S. National Institutes of Health (NIH)-funded study from McGill University has found that a novel online assessment can measure a senior’s ability to live independently. The study shows that the Freeze Frame assessment, available commercially in BrainHQ, was able to provide a comprehensive measurement of a brain’s executive function, which encompasses the cognitive processes involved in goal-directed behaviours essential to independent living. 

The study shows that a novel online assessment provides a valid scientific measure of the cognitive abilities of older adults related to living independently. The self-administered assessment can be completed in four minutes on most internet-connected devices (phones, tablets, computers) — with large implications for monitoring and improving cognitive aging.

The assessment was developed by the firm Posit Science, the maker of BrainHQ brain training exercises and assessments.

“This is a game-changer in our ability to monitor and manage successful aging,” observes Dr. Henry Mahncke, CEO of Posit Science.

Traumatic brain injuries are caused by an external force that injures the brain. Taxman, Pollock, Murray & Bekkerman, LLC looked at a CDC report on traumatic brain injuries, which used 2017 surveillance data to pull insights and trends about TBI-related hospitalizations in the U.S.  
Traumatic brain injuries are caused by an external force that injures the brain. Taxman, Pollock, Murray & Bekkerman, LLC looked at a CDC report on traumatic brain injuries, which used 2017 surveillance data to pull insights and trends about TBI-related hospitalizations in the U.S.

 
– Dmitriev Mikhail // Shutterstock

In a statement sent to Digital Journal, Mahncke says: “Maintaining the ability to live independently is one of the greatest concerns about growing older, yet it’s rarely measured because of a lack of easily accessible tools. It can take a long time to schedule an office visit for a full battery of neuropsychological tests, and few people do so. Now, here’s a new tool you could use as a brain fitness tracker — to permit ongoing monitoring.”

The study examined whether a very short, self-administered, online test could provide a quick look at the “executive function” cognitive abilities of older adults. Executive function includes key cognitive building blocks (such as planning, flexibility, and inhibitory control), which underpin the goal-directed behaviours needed to maintain independent living.

The study, conducted at McGill University, was designed to assess the usability and validity of Freeze Frame in predicting executive function performance in healthy older adults. Performance on Freeze Frame was analysed in relation to self-reported demographic variables and to neuropsychological function, using NIH-EXAMINER, a widely adopted measure of executive function.

Freeze Frame is designed to measure inhibitory control (a critical component of executive function), which is the rapid ability to suppress impulsive reactions in favour of task-relevant actions in rapidly changing environments — to support cognitive flexibility, working memory, and goal focus. 

In the Freeze Frame task, participants are presented a target image at the start of a block of trials, in which a rapid (often split-second) stream of targets and foils are presented. Participants withhold any response when presented with a target, and they enter a rapid response to each foil. Each block dynamically adjusts to become harder or easier depending on the participant’s performance, and to pinpoint an overall score. 

The study enrolled 92 healthy older adults (aged 65-83, average age 72). The study found that the Freeze Frame assessment significantly associated and positively correlated with the NIH EXAMINER executive function composite score. 

Because cognitive performance generally declines with age, and because women tend to exhibit slightly better executive function, the assessment (as expected) showed a small but statistically significant relationship to age and gender, but no such association with years of education. A psychometric evaluation supported its usability, with an average completion time of 4 minutes.



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LADbible co-founder Arian Kalantari launches Plus1 Assembly

LADbible co-founder Arian Kalantari is launching Plus1 Assembly, a global innovation agency designed for brands that want to lead culture, not follow it. United by a shared sense of deep frustration with the legacy agency model, the new agency’s co-founders have designed Plus1 to be the agency they all wished existed: agile, adaptive and engineered […]

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LADbible co-founder Arian Kalantari is launching Plus1 Assembly, a global innovation agency designed for brands that want to lead culture, not follow it.

United by a shared sense of deep frustration with the legacy agency model, the new agency’s co-founders have designed Plus1 to be the agency they all wished existed: agile, adaptive and engineered for results.

While most agencies are still built around old structures that leave them fragmented and backfooted, Plus1 has a new operating model that helps brands grow by combining creative firepower, real-time intelligence to get ahead of culture and AI-powered systems to deliver measurable commercial impact.

All projects run in clearly defined sprints, each focused on actionable insights, instead of rigid retainers that tie clients into out-dated strategies.

The new agency has secured a £5m backing from Simba Investments and launches with clients including sports, tech, and gaming company Rezzil; sports media company The Stomping Ground; and AI-powered tech consulting and delivery company CodeBlaze. It has also acquired Layfe, a strategic AI consultancy, which will help further power its work shaping and building tomorrow’s leading brands.

Plus1 Assembly is led by four co-founders with deep industry credentials:

*Arian Kalantari, Co-founder – former Co-founder of LADbible, one of the world’s biggest youth media networks and part of global digital entertainment business LBG Media.

*Jax Davey, Co-founder and CEO – former CEO of Nuevo, a creative agency known for promoting industry standards on purpose, sustainability and innovation.

(Kalantari (right) and Davey,co-founders)

*Lee Humphreys, Co-founder – former CEO of HH Global Creative + Digital, where he scaled global brand operations across FMCG, retail and tech.

*Jake Brocklesby Co-founder – is Founder and CEO of Simba Investments, a venture capital firm with $170m+ assets under management.

The Plus1 offering is built around three specialist hubs:

Halo: A live cultural intelligence system that cuts through the chaos of Reddit threads, Twitch streams, TikTok trends and conversation. It doesn’t just track where culture is going, it tells brands when to act, and how.

Layfe: An AI consultancy that powers business growth through intelligent AI and automation systems. With deep expertise in business transformation, Layfe sits at the intersection of strategy and technology.

Rise: An insight-led investment arm backing early-stage companies with capital, infrastructure, and access to Plus1’s network. Rise doesn’t just invest – it builds.

Plus1 clients can engage with any or all these hubs depending on their goals; and can expect workflows and automations designed to enable quality at pace and scale.

Curated squads of talent are assembled for each client according to the particular business challenge being addressed – and designed to deliver the best outcome.

Clients also benefit from built-in accountability and focus on sustainable growth. Individually set up Halo Programmes provide clients with access to their own insights and KPIs that will positively impact brand value.

To support its launch, Plus1 Assembly has created a social film about how the unreality of the AI-powered world in which we now live creates significant opportunities for brands with substance, value and authenticity to grow in faster, newer, smarter ways. It is also running a sticker ‘drop’ campaign around London poking fun at outdated marketing thinking and tactics.

“The market needs a new type of business. For too long, agencies have been built around old structures and misaligned incentives and chase culture from behind,” says Arian Kalantari, Plus1 Assembly Co-founder. “Jax has the vision for what will work now. So, I’ve joined with him to help define a new world where technology meets creativity, all underpinned by a commercial model that shares success with our clients. We’re not doing everything; we’re doing what works.”

“In the old world, if you believed social media was the key to growth you’d hire a social media agency. But with AI reshaping how people search and new platforms changing brand discovery, markets are shifting fast and many of the old ways of doing things no longer make sense,” adds Jax Davey, Plus1 Assembly Co-founder and CEO. “Today, we’re in a place where strategy needs to evolve. Despite this, a lot of brands are locked into a rigid model built for yesterday. Plus1 is different. We bring in the right capabilities at the right time. We stay fluid and responsive to what our clients actually need in a world that’s changing fast.”



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Guy Bar on Hygear’s Omni-Channel Journey in Connected Fitness

The landscape of personal wellness is rapidly evolving. Connected fitness hardware is moving from a niche market to a mainstream phenomenon. Consumers are increasingly seeking integrated experiences that blend the physical and digital realms. Guy Bar, a globally recognized entrepreneur and visionary product innovator, stands at the forefront of this shift. As the founder and […]

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The landscape of personal wellness is rapidly evolving. Connected fitness hardware is moving from a niche market to a mainstream phenomenon. Consumers are increasingly seeking integrated experiences that blend the physical and digital realms.

Guy Bar, a globally recognized entrepreneur and visionary product innovator, stands at the forefront of this shift. As the founder and CEO of Argox and Habeats by Hygear, he has redefined the intersection of technology and physical performance through groundbreaking smart fitness products. His strategic success in omni-channel retail adoption is notably exemplified by Hygear’s partnerships with major retailers like Best Buy and Dick’s Sporting Goods.

These collaborations featured Hygear’s connected fitness devices prominently in both physical stores and online platforms. Guy Bar focused on integrating in-store demonstrations with the HyfitGear App’s personalized coaching features, aiming to provide a seamless customer experience across channels.

This approach not only boosted Hygear’s visibility and global reach but also fostered long-term customer engagement. It turned initial interactions into sustained online subscriptions and drove the widespread adoption of connected fitness technology.

Guy Bar is a pioneer in AI-powered fitness technology, with its ventures leaving a footprint in over 30 countries. His leadership has been instrumental in transforming these ventures into industry-leading brands celebrated at major global fitness and tech events. He played a key role in launching smart resistance training tools now used by elite athletes, rehabilitation professionals, and everyday consumers seeking high-performance outcomes.

His companies have secured strategic partnerships with premier retailers and have raised over $1 million in revenue, proving their market viability and international appeal. Beyond fitness, Guy Bar also brings deep expertise in strategic business development, investment negotiation, and scaling operations across multiple industries. He serves as Chief Strategy Officer at Afik Group, where he drives corporate growth and cross-sector innovation.

Fluent in English and Hebrew, Guy Bar is not only a serial entrepreneur but also a respected thought leader shaping the future of fitness technology and smart wellness on a global scale. His work with Hygear, often highlighted in publications like iMore and Garage Gym Reviews, underscores his impact.

The connected fitness industry has seen exponential growth, particularly as consumers demand more personalized and accessible workout solutions. This market, which includes smart exercise equipment, wearables, and fitness apps, thrives on innovation and the ability to meet users where they are. Omni-channel retail—providing a unified customer experience across online and offline touchpoints—has become crucial.

For brands like Hygear, this means not just selling a product, but offering an ecosystem that supports the user’s fitness journey comprehensively. This support extends from initial purchase through to daily engagement and long-term results. The challenge and opportunity lie in seamlessly blending the convenience of e-commerce with the tangible benefits of physical retail and the continuous engagement of a digital platform.

Retail Partnership Motivations

The decision to collaborate with established retail giants was a strategic move for Hygear. It aimed at accelerating market penetration and building brand legitimacy in the competitive connected fitness sector. For Guy Bar, these partnerships were pivotal in democratizing access to smart fitness technologies.

He explains, “At Hygear, our mission has always been to democratize smart, personalized fitness to everyone—anywhere, anytime. To achieve that, we needed to reach people not just online, but where they already shop.” This philosophy underscores the drive to make sophisticated fitness solutions more mainstream.

The impact of aligning with names like Best Buy and Dick’s Sporting Goods extended beyond mere distribution. “Partnering with retail giants like Best Buy and Dick’s Sporting Goods gave us instant credibility and nationwide reach,” Guy Bar notes. “These partnerships allowed us to bring connected fitness out of the niche tech and wellness circles and into the mainstream.”

He further emphasizes the significance of this validation: “For me, it wasn’t just about distribution—it was about validation. It signaled that our innovation was not only technologically advanced but also commercially viable and in demand.”

This recognition from major retailers provided a powerful platform for Hygear to scale its vision globally, confirming that the market was ready for its advanced yet accessible fitness solutions. The presence in such stores can significantly boost consumer trust and perceived product quality.

Online Retail Integration and Challenges

Hygear’s strategy for its partnerships with Best Buy and Dick’s Sporting Goods was decisively focused on leveraging the power of e-commerce. Guy Bar recognized the efficiency and scalability of online channels from the outset.

“Our partnerships with Best Buy and Dick’s Sporting Goods were focused entirely on online distribution,” he states. “From the start, we recognized that e-commerce was the fastest path to scale and reach.”

This digital-first approach meant concentrating efforts on optimizing the online presentation of Hygear’s offerings. It avoided heavy investment in physical retail displays.

The primary challenge lay in translating a highly interactive, technology-driven product into a compelling online narrative. This was especially true without the benefit of in-person demonstrations.

Guy Bar elaborates on this hurdle: “The main challenge was to bring a highly interactive, tech-driven product into a compelling online offering. We had to rethink how to educate and engage customers without in-person demos—so we leaned heavily on video content, app walkthroughs, and user testimonials to bring the technology to life online.”

This reliance on rich digital content was crucial for conveying the value and functionality of Hygear’s connected fitness experience through platforms like Best Buy Canada’s blog, where the product was featured. Effectively educating consumers online about complex products is a common challenge, as highlighted by discussions on marketing complex products and startup failure.

App-Enhanced Customer Experience

Even with an exclusively online sales strategy through major retailers, the HYGEAR App was central to delivering a rich and engaging customer experience. Guy Bar emphasizes the app’s transformative role: “While our sales with Best Buy and Dick’s Sporting Goods were exclusively online, the HYGEAR App played a key role in bringing the customer experience. It transformed our equipment from a static product into a smart, interactive fitness solution.” This transformation was key to user adoption and long-term engagement.

The app’s personalized coaching features were instrumental in enhancing this experience. It provided users with tailored guidance and real-time feedback. “Personalized coaching, real-time feedback, and adaptive workout plans helped users stay engaged and see faster results,” Guy Bar explains.

He further highlights the competitive advantage this offered: “This level of customization not only improved retention but also helped us stand out in a crowded market, giving customers a connected experience that felt tailored to their goals from day one.” The focus on a personalized journey, as detailed in reviews of the Hyfit Gear 1 Home Gym System, helped bridge the gap often felt in purely online transactions for experiential products. The ability of fitness apps to offer personalized plans is a significant factor in the growth of the fitness app market.

Customer Journey Consistency and Loyalty

Maintaining a consistent customer journey was paramount for Hygear, especially given its digital sales focus. This consistency spanned every interaction point. It started from the initial product discovery on retail partner websites to the unboxing experience and subsequent engagement with the app.

Guy Bar underscores this holistic approach: “Since our sales were digital, consistency meant aligning every part of the online journey—from product pages to unboxing to the in-app experience. We focused on clear messaging, seamless onboarding, and personalized app features that deliver immediate value.”

This commitment to a cohesive experience directly impacts user trust and long-term engagement. “This consistency builds trust, reduces friction, and keeps users engaged over time,” Guy Bar states.

He connects this to tangible outcomes: “When customers feel supported and see real results, it drives both loyalty and long-term retention.” Research consistently shows that a consistent customer journey is a key driver of customer satisfaction and loyalty statistics. For a technology-driven product like Hygear, ensuring that the digital touchpoints are intuitive and supportive is crucial for building lasting customer relationships.

Omni-Channel’s Role in Fitness Success

Guy Bar firmly believes in the strategic importance of omni-channel approaches for success in the competitive connected fitness market. While Hygear’s initial retail partnerships were digitally focused, the broader vision encompasses meeting users across various platforms. “Omni-channel strategies are key for building integrity and visibility in a competitive space like connected fitness,” he asserts.

“Even though Hygear focused on digital sales, partnering with major retailers gave us brand credibility and access to a broader audience.” This highlights the multifaceted benefits of an omni-channel presence, extending beyond direct sales to brand building.

The long-term vision for Hygear involves a flexible and user-centric approach to distribution and engagement. Guy Bar elaborates, “Long-term, success depends on meeting users wherever they are—whether that’s online, in-app, or through future retail experiences. The key is delivering a consistent, high-value experience across every channel, so the brand feels unified and user-focused at every touchpoint.”

This perspective aligns with broader trends in omnichannel fitness marketing, where a seamless integration of channels is essential for reaching and retaining customers in a digital-first world. The ability to provide a cohesive experience across channels is a hallmark of successful omnichannel marketing strategies.

Evaluating Strategy and KPIs

Given Hygear’s digital-first strategy with its retail partners, the metrics for success were carefully chosen. They needed to reflect both product performance and user engagement within the digital ecosystem.

Guy Bar details the key performance indicators (KPIs) they monitored: “Since our strategy was fully digital, we tracked KPIs that reflected both product performance and user engagement. Key metrics included customer acquisition cost (CAC), conversion rates on retail partner platforms, app downloads post-purchase, user retention, and average session frequency.”

These metrics provide a comprehensive view of the customer journey, from initial acquisition to ongoing interaction. Beyond these quantitative measures, qualitative feedback also played a crucial role in assessing product-market fit and overall strategy effectiveness. “We also monitored customer reviews and return rates closely—they’re strong indicators of product-market fit,” Guy Bar notes.

“Ultimately, success was measured by how well we turned one-time buyers into long-term, engaged users of the HYGEAR ecosystem.” Tracking metrics like CAC for gym businesses is vital for understanding marketing efficiency and profitability in the fitness industry.

Global Reach and Expansion Plans

The strategic partnerships with major U.S. retailers like Best Buy and Dick’s Sporting Goods served as a crucial launchpad for Hygear’s global ambitions. The credibility gained from these associations was instrumental in opening doors to international markets. Guy Bar explains, “Partnering with major U.S. retailers like Best Buy and Dick’s Sporting Goods gave Hygear instant credibility, which helped open doors with international distributors.”

“Seeing our products listed with trusted global retailers signaled quality and market validation, making it easier to negotiate with partners in Europe, Asia, and beyond.” This demonstrates how domestic success can be leveraged for international expansion.

Looking forward, Hygear plans to build on this foundation. The company intends to implement a more deeply integrated omni-channel strategy on a global scale. Guy Bar outlines the future direction: “Looking ahead, we plan to build on that foundation through a more integrated omni-channel strategy—combining digital marketplaces, localized distributor networks, and direct-to-consumer platforms.”

“The goal is to create a seamless global presence while tailoring the experience to local markets through content, partnerships, and tech integrations.” This approach reflects an understanding of the need for both global consistency and local adaptation, a key consideration as the connected fitness market grows internationally.

Advice for Fitness Tech Companies

Drawing from his experience with Hygear, Guy Bar offers valuable advice for other fitness technology companies. This advice is aimed at those looking to successfully integrate their products into both physical retail spaces and online platforms to drive sustained consumer interest and adoption. A clear and easily understandable value proposition is paramount.

“Focus on delivering a clear value proposition that’s easy to understand both in-store and online,” he advises. “Whether a customer sees your product on a shelf or a screen, they need to immediately think about what makes it different and how it improves their life.” This clarity is essential for cutting through the noise in a crowded market.

Beyond the initial purchase, Guy Bar emphasizes the importance of ongoing customer engagement and building a comprehensive ecosystem. “Also, invest early in customer education and post-purchase engagement, because adoption doesn’t end at checkout. Build an ecosystem around your product, not just hardware.”

He concludes with a reminder of the foundational elements of success: “And finally, strong retail partnerships can unlock scale, but credibility and retention come from delivering real results users can feel every day.” This counsel underscores that technology, while critical, must ultimately translate into tangible benefits and a supportive user experience to foster lasting adoption.

Guy Bar’s leadership at Hygear illustrates a forward-thinking approach to navigating the connected fitness market. By strategically leveraging online retail partnerships, prioritizing a sophisticated and personalized app experience, and maintaining a keen focus on customer journey consistency, Hygear has aimed to democratize smart fitness. Guy Bar’s insights reveal the critical interplay between technological innovation, strong retail collaborations, and a deep understanding of consumer needs.

As the fitness technology landscape continues its rapid evolution, the principles of delivering clear value, fostering an engaged ecosystem, and ensuring accessibility across multiple channels will remain paramount. These factors are crucial for brands striving for sustained growth and impact on a global scale.



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Apple’s Formula 1 Bid Plays Long-Game For TV Sports Rights

ABU DHABI, UNITED ARAB EMIRATES – DECEMBER 08: Tim Cook, CEO of Apple, walks on the grid prior to … More the F1 Grand Prix of Abu Dhabi at Yas Marina Circuit on December 08, 2024 in Abu Dhabi, United Arab Emirates. (Photo by Mark Thompson/Getty Images) Getty Images Apple TV+ will likely win Formula […]

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Apple TV+ will likely win Formula 1’s U.S. broadcast rights, according to a report from The Athletic.

That fact isn’t so surprising given the backdrop of Apple Original Films’ F1: The Movie racing to theaters this summer. But the rumored (per The Athletic) $120-150 million per year bid is still a significant step up from ESPN’s current $75-90 million rate, and indicative of what Apple’s willing to pay in its slow-but-steady quest to reshape sports rights.

Apple’s Sports Approach

To-date, Apple hasn’t been as splashy as streaming cohorts like Amazon Prime Video and Netflix when it comes to sports. But its investments have still generated attention via their perceived niche focus.

Right now, Apple TV+ airs all Major League Soccer matches as part of a $2.5 billion, 10-year deal. The service also airs Friday Night Baseball for $85 million per.

Both deals could be evaluated as potential overpays relative to what legacy media companies were willing to spend on those rights. But that’s an understood part of doing business anytime you’re the perceived “upstart” in a space. You’re paying more to become a proven commodity.

Where Apple’s zigged a bit in that regard while Amazon Prime and Netflix has zagged, though, is in regard to what the service is paying those larger sums for.

There’s little data out there around Apple TV+ subscribers or audience, but it’s fair to guess that Friday Night Baseball’s audience is no more than half of Fox’s Saturday night MLB slate (an average of 2.14 million viewers this season). In December, The Guardian reported that the 2024 MLS Cup Final – between the Los Angeles Galaxy and New York Red Bulls – had just 65,000 viewers on Apple TV+.

Assuming Formula 1 would see a dropoff on Apple TV+ as well from its 1.3 million-viewer average on ESPN this season, it’s clear that the service is aiming to hone its sports chops with niche events in a similar fashion to its more niche scripted programming approach. And while the returns may be questionable for Apple today from an audience perspective, the increased media revenues can help fuel growth for these sports that makes the investments a net win in the end.

Growing Investment Value Over Time

For instance, by outbidding any other suitors for MLS, Apple injected significant value into the league and its clubs, helped MLS acquire more talent and ultimately, improved the quality of the product. In February 2025, Forbes valued three different MLS clubs at over $1 billion (and 25 at $500 million or more), and that number is likely to climb. By the end of the original 10-year deal, MLS rights may very well be worth at least what Apple paid for them – especially as sports increasingly dominate live TV.

Formula 1 is in a different boat globally, as MLB is both globally and domestically, but both can still strategically leverage the extra dollars from Apple TV+. For Formula 1, it comes in the form of growing and eventizing its existing U.S. investments (including three races in the county now). For MLB, the Apple TV+ revenues help offset some of the league’s ongoing regional TV struggles.

The proof’s already there that the MLB investment, in particular, is already worth it for both sides. Recent reports from Sports Business Journal indicate that Apple is among the leading suitors to land some of the TV package currently with ESPN. If the Friday Night Baseball deal wasn’t paying dividends for baseball and/or Apple was truly bothered by the “low” audience relative to major live sports, they wouldn’t be interested in allocating even more money there.

Next Up For Apple

The end-goal for Apple, then, becomes how to eventually turn all of this sports interest into more subscribers and more streaming-related revenues.

Now, Apple doesn’t necessarily “need” its TV+ venture to be profitable given the size and success of the company overall.

The most cynical view of Apple TV+ is that it’s a nice-to-have for Apple; somewhere for the company to spend money that helps it sell some devices, get invites to entertainment and sports industry conversations, and just add another potential revenue stream.

But if it perfects its sports broadcasts as a way to draw in key audiences, leverages those into an increased footprint for scripted shows, and really turns on the potential power of its targeted advertising? There’s a potentially exciting long game here for the streaming service that truly delivers on (and profits from) the idea that it’s just become “expensive NBC.”

Whether the sports and entertainment space are ready for that future is a different story. The vision is starting to come together, though, despite the immediate doubts on Apple’s cadre of sports versus the bigger live TV picture.



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XO Life Appoints Sergey Vasilyev as New Chief Technology Officer

MUNICH, July 15, 2025 /PRNewswire/ — XO Life, one of Europe’s leading digital health platforms, is pleased to announce the appointment of Sergey Vasilyev as its new Chief Technology Officer (CTO) as of June 2025. XO Life logo Sergey brings extensive experience from the global health tech space. Prior to joining XO Life, he served […]

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MUNICH, July 15, 2025 /PRNewswire/ — XO Life, one of Europe’s leading digital health platforms, is pleased to announce the appointment of Sergey Vasilyev as its new Chief Technology Officer (CTO) as of June 2025.

XO Life logo
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Sergey brings extensive experience from the global health tech space. Prior to joining XO Life, he served as VP of Engineering at Flo Health, the world’s most downloaded women’s health app with over 80 million monthly active users. Since joining Flo in 2019, he played a critical role in scaling the company from a small team to a triple-digit workforce, helping it become the first femtech unicorn. In 2024, Flo closed a $200 million Series C round, and under Sergey’s leadership, the platform expanded globally while innovating in personalized content and data-driven user insights.

His expertise in scalable architecture, machine learning, big data, and international platform growth makes him a strong fit for XO Life’s mission. As CTO, he will lead the development and expansion of XO Life’s brite™ meta-platform, which delivers digital therapy and product support to patients across a broad spectrum of conditions.

“I joined XO Life because I believe in its potential to transform how patients are supported across treatments, medications, and health products,” says Vasilyev. “What Flo achieved in women’s health, XO Life can bring to the broader healthcare ecosystem — creating scalable, personalized support for millions.”

Dr. Friderike Bruchmann, Founder and CEO of XO Life, adds: “We’re thrilled to welcome Sergey to our leadership team. His experience in building globally scaled health platforms and personalized user experiences will help take XO Life to the next level. Together, we aim to make XO Life the leading digital companion for patients around the world.”

About XO Life:
XO Life’s brite™ platform serves as a shared digital companion for patients across all types of therapies — from prescription drugs to over-the-counter and natural products. It allows manufacturers to offer branded, personalized digital support within a unified app. Patients receive verified information, tailored insights, and expert guidance without needing a separate app for each product.

XO Life is the market leader in Germany, partnering with 30+ manufacturers across 40+ indications. The platform is available globally and is redefining digital patient engagement at scale.

www.xo-life.com
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XO Life appoints Sergey Vasilyev as CTO
With a proven track record leading tech development at Flo Health, Sergey joins XO Life as Chief Technology Officer to drive and scale the brite™  meta-platform for patients across Europe and beyond.
XO Life appoints Sergey Vasilyev as CTO With a proven track record leading tech development at Flo Health, Sergey joins XO Life as Chief Technology Officer to drive and scale the brite™ meta-platform for patients across Europe and beyond.
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