SFIA’s two-part Start-Up Challenge highlighted the latest innovations in sports and fitness technology, products, and services.
(November 5, 2024) – The Sports & Fitness Industry Association (SFIA) is excited to announce that the winner of the 2024 Annual SFIA Start-Up Challenge is MAAREE. MAAREE, founded by Mari Thomas-Welland, is a women’s sportswear company dedicated to supporting women so they can achieve their goals confidently and worry-free. MAAREE was selected as the winner after a several-month selection process, including a Live Q&A Session (Part I) and culminating in the live Main Event (Part II) on October 29 in coordination with SFIA’s Boston Super Regional.
Founder and Director Thomas-Welland leveraged her experience testing sports bras in lab conditions and designed the world’s first sports bras with Overband® Technology, an integrated curved panel that runs over the top of the chest to reduce upward motion and restrict the range of motion of the breasts – which significantly reduces upward motion during activity.
“We are thrilled to be awarded the SFIA 2024 Start-up Challenge Champions,” said Mari Thomas-Welland, Founder and Director, MAAREE. “As a female founder championing women’s sport, we are here to help make a change one step at a time and this opportunity enables us to keep progressing on our journey. We can’t wait to make great connections with organizations and investors in the USA that will assist us in reaching our full potential.”
After studying Sports Engineering at Loughborough University, Thomas-Welland went on to professionally test the performance of sports bras under laboratory conditions for some of the top sports brands in the world. Being a keen hockey player, buying a good sports bra was always high on her list, and so she decided to create a product that would not only be comfortable and supportive, but also crucial in enhancing performance.
Thomas-Welland’s personal values have always included empowering women and fighting for equality, so it felt natural for her to extend these over to MAAREE. She is proudly fighting for improved apparel, equipment, and technology, which puts women at the forefront of innovation. MAAREE’s vision is to become the UK’s top sports bra brand and close the gender gap in exercise participation by providing the necessary tools and support for women to lead healthy, active, and empowered lives.
“On behalf of SFIA, I want to congratulate MAAREE for winning the 2024 Start-Up Challenge,” said Todd Smith, President & CEO, SFIA. “This achievement highlights the vital role that innovation plays in advancing the sports and fitness industry, and MAAREE’s commitment to pioneering new solutions not only enhances the industry, but also empowers athletes, specifically women and young girls, to reach their full potential.”
In preparation for the 8th annual event, finalist entrepreneurs submitted pitch videos and investment profiles to a judging cohort made up of sports & fitness executives, venture capitalists, investors, and leaders from private equity. The 10 finalists each took part in the Live Q&A Session, that took place virtually on September 27. Four finalists were then selected to compete live at the Start-Up Challenge Main Event on October 29 in coordination with SFIA’s Boston Super Regional.
As the grand prize winner, MAAREE will receive media coverage, a spotlight in one of SFIA’s annual research reports, attendance and recognition at an SFIA event, and a judge seat for the 2025 SFIA Start-Up Challenge. All ten finalists who participated will be given personal introductions to industry decision-makers and executives as well as one year of SFIA membership.
Click here to learn more about MAAREE.
The 2024 Start-Up Challenge runner-up was Volley, followed by FabLittleBag and LZRD Tech, Inc. The other finalists who participated were Activate, Alphabeats, iPlayMe2, New Stream, Pick Fit, Prorizon, and Total Motion 360.
“We are proud to recognize all of this year’s exceptional finalists and the impactful solutions each of these innovators are bringing to the sports and fitness industry,” states Smith. “SFIA is committed to providing platforms that showcase innovative entrepreneurs who are driving progress and enhancing experiences for athletes, paving the way for the future of our industry.”
For more on the Start-Up Challenge, visit www.sfiastartupchallenge.org. If you are interested in an interview with the Start-Up Challenge winner or any of the finalists, please contact Lisa Futterman at [email protected].
###
ABOUT SFIA: The Sports & Fitness Industry Association (SFIA), the #1 source for sport and fitness research, is the leading global trade association of manufacturers, retailers, and marketers in the sports products and fitness industry. SFIA seeks to promote sports and fitness participation, as well as industry vitality through research, thought leadership, public affairs, industry affairs, and member services. For more information, please visit sfia.org.