register button


SX Eindhoven

Sport has an enormous impact on our well-being. It increases the quality of our everyday life. Social as well as technological innovations can make shifts happen in the way we experience and undertake sports. The entire sports market will be disrupted by innovations and therefore entrepreneurs determine the future of sports. What are the trends and the predictions on trends in the future? And how does it affect the way we exercise, perform and experience sports? Our event on February 3th gains you new insights as well as new contacts. Expect speakers from Cybathlon, Nielsen Sports, SFIA, TomTom Sports, Under Armour and more to share their vision on the future. After refreshing thoughts on the newest trends, the afternoon is filled with specific products and services addressing these trends.




09:50 Arno Hermans; founder @ Sport eXperience
arno-hermansThursday, November 3rd, more than 35 sports startups and scale-ups (growth companies) inspired over 300 visitors during Sport Business Day in the Philips stadium in Eindhoven, The Netherlands. Afterwards, everyone agreed: entrepreneurs determine the future of sports. This finding underlines the Sport eXperience research results in spring 2016 amongst 130 sport startups in the Netherlands.

10:00 Esther Akihary; Olympic athlete 200m / 4 x 100m and personal trainer / vitalitycoach 
Esther AkiharyTo be number one in sports you need to have talent, discipline and focus, but most of all you need to be ahead of your opponent. Not only in the race, but especially during your seven days a week practice. Therefor you always have to be creative and innovative to stay on top of your game. On the 3rd of February Esther will speak about innovation in track and field.

10:30 Carlo Bonadonna; partner @ Business Innovation by Design and CEO Concordia Srl
carlo-bonadonnaDeveloping an idea to success take long time and to be prepared to intercept it at the right timing requires the right preparation. Study, analyze and understand mega trends at the right moment is one of the key of success. What are mega trends and what to do? Methodologies, instruments and technics for mega trends should be developed in accordance with all the other key issue of the Business Innovation by Design (BID) methodology.

11:00 John Peters; head of business development @ SFIA
john-petersThis is a State of the Industry Presentation. There will be a narrow focus on participation levels, income, household demographics, etc. SFIA is the Gold Standard for sports and fitness data. SFIA will also discuss the overall market trends, sports technology and more.

11:30 Mike Wragg; executive vice president, global head of research @ Nielsen Sports
mike-wraggNielsen Sports is the premier provider of analytics and insights within the sports industry, offering the most reliable source of independent and holistic market data in the sector and the most complete view of consumer trends and habits worldwide.


12:00 LUNCH

13:00 Frans Lefeber; CCO @ The Surface Network Group
frans-lefeberIn the presentation, Frans shows how state of the art integrated technology can serve sports, matching the high demands of sports. Sport is however always leading, no technology push.


13:25 Olivier Emery; founder @ Trimaran / Georacing
olivier-emeryToday, our GPS technologies allows following outdoor races in live, at sea, on land and in the air, proposing the virtual visualization, the timing and the ranking in real time and many others statistics. It’s clearly the best way to understand what is happening during an event when the spectators can’t follow the races because it’s too far away or the visibility it’s not good enough.

13:50 Thijs van der Wal; senior product manager @ TomTom Sports
thijs-van-der-walTomTom helps you to get going. Co-created with real athletes and fitness enthusiasts, TomTom Sports helps you power through any fitness journey and keep you motivated with personalized feedback and insights on your progress.



14:15 Anders V. Staehr; co-founder @ Boblberg
anders-v-staehrWhat impact will inactivity have on human beings and how can we help each other to become more physical and mental active.


14:40 BREAK

15:10 Roland Sigrist; co-director @ Cybathlon / ETH Zurich, Switzerland
roland-sigristMotivation and goals of the Cybathlon
Cybathlon 2016: organization, disciplines, challenges, state-of-the art assistive technologies, achievements
The future of Cybathlon


15:40 Susana Casla; founder @ ES Coaching, psychologist & business innovation coach @ European Comission and president @ Tartessos Ventures (venture capital firm)
susana-f-caslaWhat are the opportunities and challenges that will be top of mind to sport executives and teams? Combining 3 main perspectives, (CEO, the team and the investor’s perspective), we will reflect about the international trends that will disrupt the sports industry & market: Weareables, AI & Augmented Reality, Cognitive – Analytics and Fan Engagement.

16:10 Merida Miller; designer, apparel advanced concepts @ Under Armour
merida-millerUnder Armour is committed to change the way we innovate and build great product. Through promoting entrepreneurship, collaboration, and “The Makers Culture”, Under Armour continues the relentless pursuit of innovation on both a local and global scale.


16:40 Wrap up




All tickets include a fantastic program as well as coffee/tea, drinks and lunch. The tickets are VAT excluded. You register via Eventbrite by clicking on the “register” button. This conference is in English.

Early Bird regular ticket€ 75,- (until january 12)
Early Bird startup ticket€ 45,- (until january 12)
Regular ticket€ 95,-
Startup ticket€ 65,-
Student ticket€ 30,- (only 5 tickets available)
SX companies€ 75,-register button



arno-hermans Arno Hermans; founder @ Sport eXperience (NED)
My love for sports comes down to football and volleyball. As an engineer, I’ve gotten the opportunity to discover different technologies in different sectors, and be involved in multiple sectors. During the years, I grew up with the energy of Startups. When you make that combination; sports, technology and Startups, there’s an accelerator born.
Esther Akihary Esther Akihary; Olympic athlete 200m / 4 x 100m and personal trainer / vitalitycoach (NED)
Esther Akihary is a former Olympian (2012) and silver medallist at the European Championships in track and field 4×100 relay. She now runs her own business as a coach and consultant for different organizations, talents and professional athletes. Her vision is that vitality is the key to improve the quality of life, weather you’re a coach, an athlete or any have other job.
carlo-bonadonna Carlo Bonadonna; partner @ Business Innovation by Design (ITA)
Carlo has experienced more than 650 Company Process Analysis and now is focused to supports Companies and young startups in innovative projects. UniCreditStartLab, Polihub, SkillforEquity and others where Carlo is advisor, select and prepare the best innovative organizations. Carlo is member of the International Committee for Technology Transfer to China and has a special focus in Sport and Air Quality.
john-peters John Peters; senior director of sales @ SFIA (USA)
John is in charge of all stakeholder relationships, leads revenue generation and value creation for the SFIA. He manages events and SFIA’s Sports Tech iniatiative at the Consumer Electronics Show (CES) as well. John is an advisor to several sports accelerators and was named Sporting Goods Business (SGB)’s top 40 under 40 in 2016.
mike-wragg Mike Wragg; executive vice president, global head of research @ Nielsen Sports (ENG)
Mike is responsible for all aspects of Nielsen Sports’ powerful global research capability, helping leading organisations in the global sports, leisure and entertainment industry make better commercial decisions through deep insight into their stakeholders, fans and competitors.
An Oxford graduate, Mike spent his 20s in the British Royal Navy before joining Nielsen in the Middle East and Africa. Over two decades he led some of Nielsen’s largest global client relationships, working across all continents and a huge range of consumer and advertising research challenges as a Managing Director and member of Nielsen’s European Management Board.
Mike’s passion is identifying the trends which are driving change in the industry, and helping Nielsen Sports’ clients get ready to win in the years to come.
frans-lefeber Frans Lefeber; CCO @ The Surface Network Group (NED)
Frans, 59-year-old, has works 20 years as movement scientist in rehabilitation and the last 17 years as a developer and entrepreneur in state of the art measurement tools for top athletes to improve performance. Frans’s working relations are e.g. The Dutch, English and German Olympic Committee, FC Bayern Munich, PSV Eindhoven, Ajax Amsterdam, Feyenoord Rotterdam, Aspire Academy Doha, Red Bull Salzburg, …
olivier-emery Olivier Emery: founder @ Trimaran / Georacing (FRA)
After studying architecture and computer sciences, Olivier Emery founded his computer graphics studio TRIMARAN in Paris working on film, television and sport programmes.
With its R&D team, he launched a few years ago the GEORACING innovative live tracking and VR solutions for outdoor sports (sailing, cycling, rally…). He got an IABM Design & Innovation Award at IBC in Amsterdam for its Virtual Timing and Ghost View used by Canal+ TV to follow live the WRC Rally.
thijs-van-der-wal Thijs van der Wal; senior product manager Sports @ TomTom Sports (NED)
Thijs combines his passion for sports (Thijs is an avid runner, rower and fitness enthusiast) with his passion for spotting consumer electronics trends, to translate these into new product strategies and concepts that make a difference to people who want to get going.
anders-v-staehr Anders V. Staehr; co-founder @ Boblberg (DEN)
Anders V. Staehr is the Co-Founder of Boblberg, a digital health community that strengthens people’s physical and mental health through activities and social relations. Currently collaborating with 14 municipalities in Denmark and their 1,5 million citizens.
Graduate diploma in International Business, Entrepreneur and a Problem Solver that loves Nutella 🙂
roland-sigrist Roland Sigrist; co-director @ Cybathlon / ETH Zurich (SWI)
I did my PhD as a movement scientist on complex motor learning with augmented feedback at the Sensory-Motor Systems lab at ETH Zurich, a lab that focuses on rehabilitations robotics. In 2014, I started as a core member of the Cybathlon organizational committee and competition director and was among others responsible for the development and organization of the disciplines of the first Cybathlon. Since 2017, I’m Co-Director of Cybathlon
susana-f-casla Susana F. Casla; founder @ ES Coaching, psychologist & business innovation coach @ European Comission and president @ Tartessos Ventures (venture capital firm) (SPA)
I studied Psychology at Universidad Autónoma de Madrid. I signed for Pricewaterhouse Coopers, where I worked on projects related to learning, human resources management and career development programs. Meanwhile, I became International Certified Executive and Team Coach. Today, I have been recognized as Featured International Coach by ICC (International Coaching Community). Now, through my own firm, ESCOACHING, we work for organizations, executive profiles, teams, entrepreneurs, volunteers etc.
merida-miller Merida Miller; designer, apparel advanced concepts @ Under Armour (USA)
Merida is a cross categorical designer, researcher, & problem solver. Since joining Under Armour’s Innovation team in 2012, she has worked alongside materials, footwear, and O.I., bringing concepts to life by exploring new technologies and manufacturing methods. After 5 years in Baltimore, Merida has just relocated to work from UA’s European Global HQ in Amsterdam, and is Under Armour’s first Apparel Designer based in Europe.

register button


SX is easy to reach by bicycle, public transport, car and plane. Download the routedescription as PDF (in Dutch).

Public transport: (typ Torenallee 3 Eindhoven as destination)
Car: if you like to park, we recommend to buy a day ticket with your registration.
Plane: From Eindhoven Airport it’s only 20 minutes by bus or 10 minutes by taxi. The airport serves around 75 European destinations.



For every budget, there’s accommodation available. We recommend these hotels as they’re located in the neighbourhood of SX and the city centre:

Hotel Benno

Blue Collar Hotel

Budgethotel De Zwaan

Boutique Hotel Glow

Inntel Hotels Art

Hotel La Reine

Boutique Hotel Lumiere

But you can also find many others. See what suits your budget through or as well.


Nadine Swinkels: nadine@sportexperience,org
Arno Hermans: