Semi-Finalists Will Pitch Judging Panel Made up of Sports and Fitness Executives and Investors
(September 10, 2025) – The Sports & Fitness Industry Association (SFIA) announced today that it has selected six semi-finalists to compete in the 2025 Start-Up Challenge, hosted in partnership with The Players Impact (TPI). The Start-Up Challenge, now in its ninth year, provides a unique opportunity for sports and fitness entrepreneurs and innovators to showcase their groundbreaking ideas, products, and technologies and help advance the fast-paced and ever-evolving sports and fitness industry.
The next part of the competition will take place on Tuesday, September 16, 2025, with the Virtual Pitch Session. All six semi-finalists will create an investment profile and pitch to our esteemed panel of judges, made up of industry executives, investors, retailers, and thought leaders. At the conclusion of the Virtual Session, the top finalists will be selected to compete live, in-person in November (location and date TBD) to determine the 2025 Start-Up Challenge Champion.
This year’s application pool included entrepreneurs from around the world, representing all segments of the sports and fitness industry, including athletic performance, wearables, hydration analytics, youth and lifestyle sportswear, sports technology, and apps powered by AI, and more.
The 2025 semi-finalists are:
- InSquare: A patented low-profile force deck, just one square meter, that redefines fitness. For the first time, one compact and portable unit fuses cardio, strength, balance, isometric, and impact training with real-time performance metrics once reserved for elite athletes, delivered seamlessly on-board or through a mobile app.
- Jbrds: Our company’s mission is to start kids off on the right foot with anatomically correct footwear for an active lifestyle. Walking becomes running, running is core to play, and play is where kids discover sports. Our vision is for kids to start sports off on the right foot.
- Lineman Probs: A niche athletic brand built to finally shine a light on those who play football, work the hardest, and never get the full attention they deserve – the linemen.
- Ruley the E-Referee: An AI-driven rules companion that translates referee jargon into plain language – instantly. Type or ask your question mid-game and get a clear, concise explanation before the next play unfolds.
- Sandlotz: AI-powered sports and fitness marketplace that gamifies human movement through public leaderboards, verified performance tracking, and real-world rewards. We integrate data from wearables and fitness apps to create a universal “Sandlotz Score” that ranks athletes globally and locally.
- UltimateTag: The world’s first objective scoring system for multiplayer team sword fighting, featuring our patent-pending Magnetic-Velcro-Tag Capture System. This innovation addresses a centuries-old challenge by reversing the design: instead of striking your opponents, your goal is to capture their “UltimateTags”.
All semi-finalists will receive one year of SFIA membership, a logo feature in an SFIA research report, exposure and connections to industry judges (virtually) and their feedback, personal introductions to five judges of their choice, and the opportunity to present to sports and fitness industry brands and retailers.
All finalists will receive the above prizes as well as a 2026 SFIA Start-Up Challenge judge’s seat, national media coverage, and exclusive access to TPI’s Start Up Membership, including the opportunity to pitch to TPI’s community of investors and athletes for potential investment. TPI’s Start Up Membership includes access to premium investment deals and the opportunity to network with a curated community of athletes, investors, and founders, educational resources, and events to grow financial and business acumen. Additionally, finalists will have the ability to work directly with athletes for brand ambassador opportunities, internships, product testing, nearly 50 investment opportunities, and more.
In addition to all the prizes listed so far, the grand prize winner, who will be selected amongst the finalists at the Start-Up Challenge Main Event (November 2025) will receive a spotlight in one of SFIA’s annual research reports and the opportunity to network and connect with SFIA members at an SFIA event, including free registration, a speaking opportunity, and recognition at the event.
“The Start-Up Challenge continues to spotlight the boldest and brightest innovators shaping the future of sports and fitness,” said Todd Smith, President & CEO of SFIA. “This year’s semi-finalists represent the cutting edge of performance, technology, and accessibility. SFIA, with our partners at The Players Impact, is proud to provide a platform that connects these visionary entrepreneurs with industry leaders and investors who can help bring their ideas to life.”
For more information on the 2025 Start-Up Challenge, click here.
If you are interested in an interview with one of the Start-Up Challenge semi-finalists or a member of the SFIA team, please contact Lisa Futterman at [email protected].
Media Contact:
Lisa Futterman: [email protected]
ABOUT SFIA: The Sports & Fitness Industry Association (SFIA) is the leading trade association for the sports and fitness industry, representing over 700 brands, manufacturers, retailers, and governing bodies who collectively employ more than 375,000 people and generate $150 billion in domestic sales. With a mission of increasing sports and fitness participation and promoting industry vitality, SFIA provides thought leadership, advocacy, research, and membership services that empower its members and drive industry growth. SFIA’s leading research and comprehensive insights help members make informed decisions, while its advocacy efforts champion physical health and economic impact. To learn more about joining SFIA’s network dedicated to advancing the sports and fitness industry, please visit sfia.org.
ABOUT THE PLAYERS IMPACT: The Players Impact, renowned for its commitment to democratizing education and access for the next generation of athlete entrepreneurs and investors, has fostered a thriving community across sport, talent, and career. With a seven-year legacy of empowering athletes and facilitating connections within the industry, TPI has become synonymous with innovation and inclusivity.