According to Deloitte's 2024 sports investment outlook report, 2023 was a landmark year for women's sports. The Women’s World Cup lifted FIFA to a whopping $1.17 billion in revenue, a record 46.7 million people watched women's sport on television, and the women’s National Collegiate Athletics Association tournament drew close to 10 million viewers for the final game – up 103% from the previous year.
Being an athlete puts women more at risk of certain conditions such as ACLs, menstrual irregularity, patellofemoral pain syndrome, bone stress injuries, concussions as well as sexual violence.Therefore, if we want to optimise, improve and sustain women's performance in sport then we need to understand the physiological differences they possess.
Menstrual cycles significantly impact female athletes’ physical and mental performances with fluctuations in muscle functions, energy levels, endurance, and mental health. In 2021, a study conducted on female football players found that all players felt negatively affected by their menstrual cycle, 94% felt their power was affected, 87% felt an increase in fatigue and 67% felt their confidence and focus were affected. This is the reality for most female players on the field.
The symbiotic relationship between women's health and women's sport means that it's not just a sensible and intuitive area to look at, but it also holds huge economic potential. Early-stage, innovative companies are addressing issues relating to female athletes' healthcare. For example, Wild.AI , and FitrWoman have started to lead the charge.
To ensure success, start-ups must be able to tap into the US market. This is because the US has one of the largest sports markets in the world, is at the forefront of adopting new technologies in sports to give players a competitive edge and often enables brands to gain global recognition and credibility.