Innovation Labs in Pro Sports: Why Teams Are Investing

Professional sports teams are constantly searching for a competitive edge. In recent years, that search has moved beyond the practice field and into the laboratory. This article explores what innovation labs are, why teams are building them, and how the same science is now accessible to anyone looking to improve their health.

What is a sports innovation lab?

A sports innovation lab is a dedicated research and development environment where teams, scientists, and technology startups collaborate to advance athletic performance. These accelerators test new wearable technology, analyze biomechanics, and develop data-driven strategies to improve how athletes train and recover.

In late 2016, the NBA's Philadelphia 76ers announced the first participant in their innovation lab and named Seth Berger as Managing Director. The lab operated for several years before coming to a close in 2023.

Via Philadelphia Magazine, Berger said "[The owners] are really forward-thinking about ways they can use the Sixers to build businesses — and not just businesses that are directly related to sports. This team and this organization is so connected in so many different industries that we can help many businesses grow."

According to the 76ers website, the innovation lab "supports rapidly growing, early-stage companies in the consumer product space and provides speed and flexibility, individualized, industry-leading consulting and investment opportunities to startups with potential."

In September 2016, news broke that the NFL's Minnesota Vikings planned to house a startup accelerator inside their practice facility. This initiative evolved when the team's owners launched the investment firm WISE Ventures in 2018.

Vikings Chief Operating Officer Kevin Warren told NFL.com "We're looking to take advantage of opportunities at the intersection of sports, technology, business and community. We're interested in incorporating what we see into our own operations."

In the spring of 2015, Major League Baseball's Los Angeles Dodgers became the first pro sports team to launch this type of venture. The Dodgers created their Sports, Technology and Entertainment Accelerator to improve fan experiences.

Bill Shaikin of the Los Angeles Times wrote the following in April of 2015:

"Under the 'Dodger Accelerator' program launched Tuesday, the team will shepherd 10 start-up ventures for three months, with the hope of developing technologies to enhance sports and entertainment events. The Dodgers, like all sports teams, are flooded with proposals intended to help them serve their fans better and operate their facility more efficiently. In a program the team believes is the first of its kind in the sports industry, the Dodgers are soliciting ideas and furnishing the support that could bring them to fruition."

Why professional teams are building tech accelerators

Between 2015 and 2016, franchises from three of the four major American pro sports leagues created or announced plans for innovation labs. This trend raised an important question: Will this become the norm across the NBA, NFL, MLB, and NHL?

Dodgers Chief Financial Officer Tucker Kain believes so. Kain told GeekWire that he expects innovation labs to "be a real portion of what it means to operate and own a sports team."

Kain added that "the accelerator model is one that can position an organization to be open to change and innovation. I like seeing other organizations do this, because one of us is going to help incubate and accelerate something that will change the face of our industry and benefit everybody."

Teams invest in these programs because the return on investment is clear. By analyzing physiological data and biomechanics, organizations keep star athletes healthy and optimize training loads. This proactive approach extends careers and improves performance outcomes.

How sports innovation translates to everyday performance

Technology is transforming the professional sports world. WHOOP aims to play a key role in this evolution. In fact, WHOOP was born in an i-lab as well.

You do not need to be a professional athlete to benefit from this science. The same continuous physiological monitoring used by elite teams is now available to anyone looking to improve their health.

WHOOP Advanced Labs brings the innovation lab experience directly to you. By analyzing 65+ biomarkers alongside your daily Sleep, Strain, and Recovery data, you receive a comprehensive picture of your health. This integration allows you to make smarter daily decisions and understand exactly how your behaviors impact your body.

The future of sports technology and data

The next phase of sports innovation focuses on longevity and personalized health intelligence. As technology advances, the emphasis shifts from simply collecting data to providing actionable coaching. Features like Healthspan and WHOOP Age measure your biological age relative to your chronological age.

By understanding your Pace of Aging, you can adjust your habits to add more life to your years. The goal is no longer just peak performance for a single season, but sustained health for decades.

Frequently asked questions about sports innovation labs

What does the company Sports Innovation Lab do?

Sports Innovation Lab is a data, insights, and analytics company that enables brands and sports properties to build more effective sponsorships, improve targeted advertising, and enhance fan experiences.

What is a sport lab used for?

A sport lab is dedicated to the research and development of human performance. These facilities often include thermal comfort labs, movement science labs, and sensory behavioral labs. They study how the body responds to different stressors and environments.

What is innovation in sport?

Innovation in sports refers to the introduction of new technologies, data analysis, and training methods that transform athletic performance. These advancements improve injury prevention and talent scouting. They make sports more measurable and help athletes reach their physical and mental potential.