Over the past ten years, a quiet revolution has emerged at the intersection of sports, technology, and entrepreneurship.
Once a field dominated by men, the sportstech sector is now a booming one where women are spearheading some of the most creative ideas—ideas that are influencing the future of digital fitness, fan engagement, and athletic performance.
With data analytics, wearables, artificial intelligence, and immersive training tools driving the explosive rise of the global sportstech market—which is expected to reach $60 billion by 2028—women are introducing bold concepts and innovative startups that are not only altering industry standards but also redefining what sports technology innovation looks like.
It's the culmination of years of perseverance, creativity, and the notion that sports technology must be accessible, equitable, and suited to a new generation of players and audiences.
Today, the contribution of women in sportstech is stronger than ever, signifying an influential moment—one that blends technology with empowerment and tackles real, long-overlooked issues.
This article explores how women are revolutionizing the landscape of sports, examines the startups pioneering this shift, and predicts that sports tech startups 2025 will mark a pivotal point for the industry.
The Rise of Women in Sportstech
Just a decade ago, it was unheard of for women to be at the forefront of sports innovation.
Women have long played sports, but they have been comparatively underrepresented in business and technology.
However, the landscape has changed significantly since then.
One of the most significant factors influencing the realm of sports innovation is the increase in women participating in sportstech.
Overcoming Gender Inequalities in a Male-Dominated Sector
Sports and, thus, sports technology have traditionally been dominated by men.
Women have fought for representation in the media, in leadership positions, and in funding opportunities.
However, the evidence of today indicates an altogether different picture:
- Women now lead over 15% of new sportstech businesses, up from less than 5% seven years ago.
- Over the past two years, female athletes' sponsorship value has grown by 32%.
- Women make up about 48% of fitness app users worldwide, so it's critical to design technology products with them in mind.
These figures show a quickly expanding trend: women are bringing about change rather than waiting for it.
Why do Women Play a Significant Role in Sportstech Innovation?
Why are female entrepreneurs crucial to this sector?
They identify underserved markets
Much sports equipment was originally built with men's body composition and performance in mind. These gaps affecting female athletes and fitness users are being addressed by female-led brands.
They consider inclusion highly important
Gender-neutral product design and varied athlete communities are two examples of how female innovators broaden the market.
They contribute emotionally astute, and human-centered thinking
This approach is highly advantageous for consumer-based fitness technology.
They redefine what "performance" means
Women are reinventing the entire athlete journey by incorporating sustainable apparel, mental health, and recuperation tools.
As a result, rather than being a fad, the rise of women in sportstech is a revolution.
Top Women-led Sports Tech Startups
Women are key to the emerging wave of sports tech startups 2025 trends. These founders aren't simply developing businesses—they're tackling challenges the industry has overlooked for years.
These are a handful of the leading female-led enterprises that are transforming sports technology:
Read more: Women in Business: The Success Story of a Journey from an Individual to a Successful Entrepreneur
a) Fittr
Fittr is an Indian online fitness and wellness platform that provides an app, a community, and coaching.
2016 saw its initial release under the moniker "SQUATS."
Fitness is now available from home and online rather than only at the gym, thanks to the availability of diet plans, workout routines, live sessions, customized training, and more.
As per reports, with an annual turnover of ₹128 crore, Fittr recorded a profit for the first time in 2025 (profit before tax of ₹11 crore).
Therefore, Fittr is an example of how technology, community, and exercise can work together to transform people's lives.
b) Boob Armour
Boob Armour, an Australian company, provides women with breast protection inserts and protective gear so they can participate in contact sports and other demanding physical activities without fear.
Their equipment (such as protective inserts) is designed to insulate the body and reduce the risk of damage, much like men's mouthguards or shin guards.
This business stands out because it recognized a need that is often disregarded: women of all body shapes should feel secure, whether they participate in contact sports or physical labor.
c) Nobody's Princess
Nobody's Princess redefined "women's snow outerwear/snow gear" by creating snowwear that takes into account women's body types, fit, and physical needs.
Its founder realized that most outdoor or snow gear is "one-size-fits-all" and does not fit many women's bodies.
As a result, she created apparel for every body shape, including those of tall, short, curvy, and petite individuals.
Since its 2020 start, the brand's path has been inspirational; real-life obstacles, feedback from the snow sports community, and a body-inclusive design philosophy have all contributed to its distinctiveness.
Its objective is to make snow and ski sports more comfortable and self-assured for women. It is currently available in several countries.
d) GravityFit
Physiotherapy and core-stability research are the foundations of the sports, fitness, and rehabilitation business, GravityFit.
Their goal is to strengthen the body's "deep muscles" (core, posture, and stability) to increase flexibility, balance, and prevent injuries.
Instead of just being a workout, their goal is to build functional strength, which is beneficial in everyday life or sports.
To do this, they have developed scientifically based activities and tools.
This business demonstrates that sports technology can address body mechanics, holistic health, and long-term physical wellbeing in addition to performance and appearance.
e) Togethxr
Togethxr is an international platform for women-led sports that was established in 2021.
Its objective is to raise awareness, opportunities, and acknowledgment of women's sports.
The company's most important initiative is its tagline, "Everyone Watches Women's SportsTM," which aims to transform women's sports from something to watch to something to appreciate and support.
As per reports,, by making a record $6 million in income from products (T-shirts, sweatshirts, tote bags, etc.) in 2024, Togethxr proved that investment in women's sports can lead to commercial success.
Togethxr is a media and commerce website that offers products together with narratives, documentaries, and live storytelling from female athletes.
How Female Founders Are Redefining Sports and Fitness Tech
Women are not only contributing to the sportstech revolution, but they are also giving it new meaning.
They are promoting diversity, challenging conventional wisdom, and ensuring that the next generation of sports innovation is more diverse and human-centered.
1. The Viewpoint of Women on Technology Design
For a long time, athletic standards, performance measures, and sports equipment were primarily focused on the male body. Female founders are rewriting these regulations:
- By creating wearables that track women's hormone levels
- By designing safety gear according to women's body composition
- By creating fitness ecosystems based on women's actual health needs
2. Developing Fresh Approaches to Issues that have Long been Disregarded
Many successful female-led companies began with problems that the industry ignored for years:
- Women's underrepresentation in sports media
- Lack of affordable training resources
- Limited sponsorship opportunities
- Mental health disparities in fitness communities
The industry dismissed these problems as "niches," but female entrepreneurs spotted potential worth billions of dollars.
3. Developing Community-focused Platforms
Women have contributed a crucial element to sportstech: community.
Genuine, secure, and supportive communities are created by companies like Fittr, Boob Armour, Nobody's Princess, GravityFit, and Togethxr.
These days, 67% of fitness consumers choose community-based digital training, making such programs essential.
4. Establishing Startups with a Purpose and Social Impact
Profit and impact are often the top priorities for female-run sportstech companies. They focus on:
- Gender parity in sports
- Access for athletes from underprivileged backgrounds
- Mental health inclusion
- Eco-friendly sportswear
This blend of business and purpose appeals greatly to the current generation, especially Gen Z.
5. Making Sportstech more Inclusive and Future-ready
Whether it's through AI algorithms that adapt to various body shapes, virtual reality training that promotes underrepresented sports, or gender-neutral fitness equipment, female founders are growing and diversifying this ecosystem.
Sportstech will undoubtedly progress because of their efforts in terms of fairness, diversity, and human-centered innovation, in addition to efficiency and speed.
Even while women's involvement in sports technology is still relatively new, the progress accomplished thus far is impressive.
What was once a "new beginning" is now the norm—an industry where anyone who understands the athlete's environment can contribute game-changing ideas and where gender restrictions don't hinder innovation.
As sports tech startups 2025 continue to grow, one thing is clear: this industry is being shaped by women who dare to question conventional wisdom, challenge stereotypes, and envision a future where technology empowers all athletes.
From AI-based training platforms to smart gear and virtual reality ecosystems, female-led innovation is not only improving sports but also radically reinventing them.
Athletes are evolving. Sportstech now has a more hopeful, inclusive, and creative future than it did before because of the trailblazing women in the industry who are setting the bar.
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