Bisu Takes Home the Prize at SFIA Start-Up Challenge

SFIA hosts 5th annual Start-Up Challenge on a virtual stage, highlighting the latest innovations
in sports and fitness technology, products & services

SILVER SPRING, MD (May 4, 2021) – The Sports & Fitness Industry Association (SFIA) is proud to announce its 2021 Start-Up Challenge winner: Bisu. Co-founder and CEO, Daniel Maggs, presented the revolutionary home health lab that provides personalized nutrition and lifestyle advice through urine and saliva tests. Bisu is starting with a nutrient test that tracks markers such as minerals, vitamins, pH and hydration.

“We’re delighted to have been chosen as the winner, and to stand with so many other great finalists,” said Bisu CEO & Co-Founder, Daniel Maggs. “Bisu is excited to engage with the sport and fitness industry through the SFIA. We want to use Bisu Body Coach not only to connect people with their own bodies, but to connect health and fitness service providers with their customers through data.”

Ten finalists were chosen to compete in the 2021 SFIA Start-Up Challenge. In preparation for today’s event, finalists submitted pitch videos, developed in conjunction with Spark Inc, to be evaluated by the judges. The finalists each received 15 minutes of live Q&A, allowing the judges to better understand each company and make their final evaluations. More than 140 judges participated, including representatives from leading sports and fitness leaders such as Brooks, NFL and PUMA; renowned industry investors, such as Next Ventures Sports & Wellness VC, Baird, North Castle Partners and KB Partners; and innovators such as lululemon Whitespace, Under Armour Innovation and Hydrow. Throughout the competition, judges actively solicit follow-up meetings with contestants to directly explore potential future partnerships.

For being named the grand prize winner, Bisu will receive a multifaceted prize package, which will include a virtual meeting with the Under Armour innovation team to discuss business strategy and a first-hand experience with Under Armour’s UX approach; a one-year online intellectual property protection subscription and a seed prize of $5,000, both provided by OpSec Security; and an exclusive media marketing package provided by Spark Inc. To see the grand prize details, click here

“The Start-Up Challenge is an event designed to highlight the newest innovations in sports and fitness,” said SFIA Chief Business Officer, Bill Patterson. “All of our applicants, and especially these 10 finalists, exemplify the exciting developments within our industry and the SFIA is proud to provide them with a stage to shine.”

Tom Waller, Chief Science Officer of lululemon, said, “It has been a pleasure to see the wide range of creative and strategic solutions pointing to the future of our industry. This year has been both a challenge and a catalyst to innovation and this competition is a fantastic platform to gain insight to diverse talent and ideas that promote confidence in sport going forward.”

Matt Tingler, Managing Director of Baird, added, “SFIA’s Start-Up Challenge has consistently identified the industry leaders of tomorrow, with several past participants having raised meaningful amounts of capital and successfully commercializing their products and technologies. This year’s participants represented a cross-section of companies driving innovation in multiple areas of the sports and fitness industry that will benefit consumers for years to come. The Start-Up Challenge is a great event, providing a platform for entrepreneurs to pitch their ideas to the industry’s leaders. It is an event I am always excited about and look forward to.”

In 2022, the Start-Up Challenge will return to its traditional format, held in-person, in conjunction with SFIA’s Industry Leaders Summit. Entrepreneurs and start-ups interested in participating may contact [email protected], or check this Fall, for more information.

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

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