Knowledge Diffusion from Sport, Fitness to Wellness and Health

2026-08  As people increasingly engage during individual sporting activity through their personal devices, the use of sensory data to monitor activities, training progress, or performance improvements provide technology companies with wide range insights into people’s activities, movements and wellness.

When combining such data sets with connected fitness equipment, mindfulness, nutrition and other health-related information, such details related to the ‘quantified-self’ provide the basis for diffusion of knowledge from sport, fitness to wellness and health. It has long been documented, that technology companies, “armed with a plethora of individualized activity data, biomarker data from non-invasive sensors and devices, recorded health data, and purchase history of over-the-counter medicines, could not only start acting as insurance brokers but pivot into healthcare and insurance providers in their own right” [1]. In conjunction with deployment of 'experts' powered by artificial intelligence (AI), technology companies are already foreshadowing a strategic shift into their business expansion.

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[1] Schlegel, M.U., Hill, C. (2024). The Reach of Sports Technologies. In: Schmidt, S.L. (eds) 21st Century Sports. Future of Business and Finance. Springer, Cham. https://doi.org/10.1007/978-3-031-38981-8_7

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