Sport Tech Hub


Sport Tech Hub

Sport Tech Hub has been established by London Sport with the purpose of accelerating the use of technology to help more people become active. It supports founders to launch, grow and scale ventures that play a major role in solving the world’s physical inactivity crisis.

Sport Tech Hub also supports public and private sector organisations to create mutually beneficial partnerships with tech ventures which can lead to more people being active.

To date, Sport Tech Hub has accelerated 45 ventures which, between them, have reached more than 130,000 Londoners through over 40 pilots brokered between the traditional sport sector and tech ventures.

Furthermore more than £4m has been raised by businesses backed by Sport Tech Hub and their innovator community includes over 100 tech ventures across 16 countries.

Sport Tech Hub is a community of founders, mentors, investors, partners and organisations fostering the acceleration and use of technology to help people become more active.

Talking Sport & Tech Podcast

The Talking Sport & Tech podcast gives you a glimpse into the lives of inspiring leaders and entrepreneurs from the sport and physical activity sector.

Hosted by Milly Pelmore and Alex Zurita from Sport Tech Hub, powered by London Sport, this podcast brings together leaders and innovators in the sports and technology sectors.

Through these motivational and uplifting conversations, we’re finding out what really makes these leaders tick, exploring their growth stories, sharing learnings and driving the adoption of technology as a tool to increase physical activity levels in London and beyond.

Listen below or via your preferred app:

Sport Tech Hub Updates

NEWS: Sport Tech Hub, established by London Sport, are thrilled to announce their new podcast series, Talking Sport & Tech. Talking Sport & Tech will give listeners a glimpse into the lives of inspiring leaders and technology entrepreneurs in the sport and physical activity sector. 

Hosted by Milly Pelmore and Alex Zurita from Sport Tech Hub by London Sport, the series will explore the careers and life stories of these leaders, share advice and learnings from their journeys to-date, and discussing the role of technology as a tool to increase physical activity levels in London and beyond.  

NEWS: Sport Tech Hub announce a new partnership with Decathlon. This new partnership will see the world’s largest sports retailer, Decathlon, join Sport Tech Hub and London Sport’s vision of making London the most physically active city in the world. Read more. 

NEWS: Urban Sports & Culture community platform CityLegends joins Sport Tech Hub, with support commencing from November 1st. Read more.

NEWS: Force for Good become the latest venture to join Sport Tech Hub. Force for Good launches next month to connect individuals, charities and corporates on one platform to drive change and make a bigger impact globally. Read more. 

News: SportsTech startup Just Football joins Sport Tech Hub. Just Football is the fourth startup to be accelerated since November 2021 through the sports tech accelerator programme. Read more. 

INSIGHT: A new report shows that in the three years since its launch, start-ups supported by SportTech innovation programme, Sport Tech Hub, have helped more than 130,000 Londoners access physical activity in the capital. 

Read the full report showing positive human and economic impact of Sport Tech Hub.

BLOG: To mark four years since the announcement of Sport Tech Hub and this week’s publication of the three-year Sport Tech Hub Impact Report, Alex Zurita, London Sport’s Specialist Advisor – Technology for Participation, reflects on the journey since late-2016. Read his reflections here.

NEWS: A series of new tech and digital developments have been launched in the past week to help support the community physical activity and sport sector to adapt to the impacts of the covid-19 outbreak. Read more.

September 2019

NEWS: Ten new start-ups are to join London Sport technology incubator programme Sport Tech HubThe successful businesses drawn from nearly 100 applications submitted by start-ups in nine countries and focus on themes including Active Health, Urban Living, Children and Young People, and the Reimagining Physical Activity. Find out more.

April 2019 

INSIGHT: The first ever London SportTech Report has cemented London’s position as capital of European SportTech. The London SportTech Report 2019 showcases the breadth, diversity and vibrancy of the SportTech revolution sweeping the nation’s capital. Read more.

August 2018 

NEWS: London Sport to nurture 11 start-ups and early-stage tech companies through six-month dedicated physical activity incubator programme. Learn more about the second cohort here.

August 2017 

NEWS: Sport Tech Hub, London’s first incubator programme dedicated wholly to innovation in SportTech, to launch in House of Sport. Backed by London Sport, Sport Tech Hub will offer support to start-ups focused on improving wellbeing through technology designed to increase levels of participation in physical activity and sport. Read more.

Resources and Learnings

The first Sport Tech Hub Impact Report demonstrated that in the three years since its launch, start-ups supported by Sport Tech Hub have helped more than 130,000 Londoners access physical activity in the capital.

Meet the Team

Alex Zurita Headshot

Alex Zurita is London Sport’s Specialist Advisor – Technology for Participation, with responsibility for shaping London Sport’s strategic commitments to supporting technology, data and digital initiatives designed to raise levels of participation in physical activity and sport in the capital.

He’s an experienced industry expert across technology and digital innovation within physical activity, sport for development and health.


Milly Pelmore leads the operations and delivery of Sport Tech Hub programmes, including our innovation accelerator. She supports our founders throughout their time with us, working on business plans to enable them to get their new venture up and running in the best way for them and their audience, whilst supporting the broader work of London Sport.

Milly’s background is innovation within the charity and sports sectors, including grassroots sports development and fundraising product design together with UX/UI, and most recently focusing on strategic programme development.


Aimée Palmer is the Sport Tech Hub Community Officer. She leads on community engagement and digital communications for Sport Tech Hub, creating content and sharing stories from the community of start-ups.

Aimée has a background in sports marketing, as well as working with start-ups on pitching events, accelerator programmes and business development.

More information and contact details:

For more information around Sport Tech Hub, please contact our Accelerator & Operations Manager, Milly Pelmore.