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As athletes turn to Pilates for its injury-prevention and functional benefits, instructors are creating businesses around training professional players.
Across the NFL, NBA and MLB, athletes are implementing advanced recovery protocols, spanning everything from hyperbaric oxygen therapy to five-in-one wellness machines.
Co-founded with Ayesha Curry and Michelle Obama, Plezi returns with a reformulated product, refreshed branding and a broader push beyond traditional sports drinks.
Giannis Antetokounmpo has added his name to IM8's fast-growing athlete roster, backing the supplement company as it eyes more global expansion.
At the 2026 NBA All-Star weekend, an exclusive, invite-only wellness and workout experience is taking place focused on female leadership.
Select West Coast LA Fitness gyms will offer AI-powered, motion-tracking basketball courts that feature NBA-level training tech.
Founded by Craig Moody in 2012, Shoot 360 currently has over 60 locations — and its tech is used by nearly every NBA team
Somnee is deepening its ties with the NBA as it rolls out a newer, improved version of its AI-powered sleep headband.
Relo Metrics’ latest report reveals the NBA generated over $2.3 billion in brand exposure value during the 2024–2025 regular season.
Co-founded by sleep scentist Dr. Matt Walker, Somnee deploys EEG sensors and AI to guide the brain into a natural sleep state.
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