Brain is the New Bicep 💪

June 05, 2025

June 05, 2025 | Edition #17

Hey there!
John Brenkus’s passing hit differently for those who grew up watching sports science. Today, that intersection of sports and science is exploding—especially in Neurotech. Athletes are training their brains. From focus-enhancing headsets to cognitive performance trackers, Neurotech is shaping the next evolution in sports. In today’s newsletter, we will explore what is driving this change and how teams are adapting.

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Today’s TLDR:

🧠 How Neurotech is pushing the frontiers of sports

🏀 NBA teams setting new precedents on Neurotech

📖 The stories shaping the industry (and the lessons we learned this week)

Let’s dive in. 🚀

Sports teams are always hunting for an edge, right? It’s not just about getting athletes physically fit anymore—now it’s about training their brains too. Enter Neurotech: the next frontier in sports performance that’s transforming the game. Think brain scans, cognitive training, and high-tech gadgets to sharpen focus, boost decision-making, and even reduce anxiety.

  • Neurofeedback: Tracks brain activity to improve focus, control emotions, and speed up reaction times.

  • Cognitive Training: Reduces anxiety, boosts endurance, sharpens motor skills, and improves decision-making.

  • Brain-Computer Interfaces (BCIs): Capture neural signals, helping athletes fine-tune cognitive performance for better training and in-game results.

Today, top sports teams aren’t just accepting Neurotech—they’re embracing it.

🏀 NBA: Washington Wizards, Atlanta Hawks, and Golden State Warriors have partnered with SyncThink, to assess player fatigue. 

🏈 NFL: Players like Kirk Cousins and Josh McCown have tapped into neurofeedback for an edge. 

⚾️ MLB: The Washington Nationals use NeuroTracker to boost decision-making. 

🏒 NHL: The Canucks are leveraging NeuroTracker too, enhancing their game. 

This has led to unprecedented growth in the Neurotech industry, as is evident from the visual below:

Additionally, the global Neurotech market is valued at $13.48B in 2025, and is expected to grow at a CAGR of 13.7% to reach $31.11B by 2032. The market growth has flourished with multiple start-ups that are now working in this space as well.

Neurotech platforms are the new normal:

  • i-BrainTech: A game-changing platform where users control soccer-themed games with their thoughts. Former US soccer star Jonathan Bornstein is a big advocate.

  • Sharper Sense: A wearable patch designed to boost brain function, improving reaction times and decision-making on the field.

  • NeuroTracker: This 3D model has helped athletes, from basketball stars to soccer players, level up their cognitive skills, improving visual processing and mental agility.

The power and growth of Neurotech platforms haven’t eluded athletes either. 

Athlete investment in neurotech: 

Stars are betting on Neurotech’s future too:

⚽️ Cristiano Ronaldo: Invested in Whoop, a wearable that tracks performance and recovery.

🏀 Jaylen Brown: Early backer of Hapbee, a startup using magnetic fields to improve mood and performance.

🏈 Luke Kuechly: Advisory board member at NeuroTech Insights.

These athlete investments highlight the growing potential of the Neurotech platforms. This intersection of sports and neuroscience will only continue to grow in the coming years. The future of sports is going to look different: 

The future is now 

  • Brain monitoring will soon be a standard part of training programs.

  • Teams will create specialized divisions focused on Neurotech, driven by experts.

  • AI-powered training will offer athletes personalized programs based on their cognitive state, leading to better performance and a healthier lifestyle.

In addition, this will lead to a more 360-degree and balanced life for athletes, thereby improving their performance inside the arena. Take the NBA, for example. Teams are leveraging Sync Think and more to gain that extra edge over others. But before we deep dive into that, first tell us...

Should More Teams Invest in Neruotech?

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The NBA has built on top of John Brenkus’ Sport Science legacy, shifting from biomechanics to brain performance. They are now using AI & Neurotech to unlock the mental edge, defining champions in a league where split-second decisions are critical.

Golden State Warriors: 

  • In 2016, partnered with Halo Sport to enhance endurance and muscle synchronization.

  • In 2017, teamed up with EYE-SYNC to monitor injuries and track recovery times.

Atlanta Hawks: 

  • Partnered with EYE-SYNC to manage fatigue throughout the season.

  • Collaborated with Orreco, a bio-analytics startup, for personalized sleep strategies and recovery monitoring.

Washington Wizards: 

  • Worked with SyncThink to track eye movement, identify fatigue, and assess injury risks.

  • At the MedStar Health Performance Center, their medical team analyzes neurocognitive evaluations to boost performance.

These teams are tapping into AI-powered analytics to further optimize player performance, blending Neurotech with cutting-edge technology to enhance mental clarity and physical prowess.

AI-based models are transforming the game: 

☑️ VR Training: The Dallas Mavericks utilize VR technology to boost players’ situational awareness and strategic understanding of various on-court scenarios. 

☑️ AI Models: President of the Philadelphia 76ers, Daryl Morey, admitted that they use AI for inputs and making key team decisions. 

☑️ Sleep Tracking: The Brooklyn Nets have a partnership with Whoop, which helps them optimize recovery and readiness metrics of players. 

Additionally, the Denver Nuggets use Meta Quest VR for reaction training. Moreover, this has transformed the way teams have changed the fan experience. For example, Nuggets have leveraged VR to offer a more immersive experience to its fans.  The prospect of Neurotech in sports hasn’t eluded the icons as well:

But technology—AI combined with Neurotech—has the potential to offer much more than enhanced player performance and broadcast. 

​​What’s next?

The future of Neurotech in sports is bound to be game-changing.

  • Cognitive training will redefine playing styles. With detailed data on risk tolerance, decision-making, and fatigue, teams can make smarter, more strategic decisions that go beyond basic stats.

  • Imagine developing a training model that instills the mental toughness of players like LeBron James or Kobe Bryant. With Neurotech and AI, teams could track complex mental processes and create specific training programs to mirror those qualities.

  • Academies are already profiling cognitive abilities before signing new recruits. Basketball IQ—spatial processing, awareness, decision-making—is now just as important as shooting ability.

The direction is clear: teams will double down on cognitive profiling. Neurotech isn't just a tool for game-winning moments, but a key to longevity in the game. The NBA’s embrace of this technology proves: elite performance starts with the mind.

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