Athos
Athos is a Redwood City-based smart clothing company that embeds EMG sensors in compression apparel to measure real-time muscle activity, selling hardware kits ($348-$398) and a $138/month coaching subscription to individual athletes, professional sports teams, and US SOCOM.
- Company typePrivate
- Founded2012
- HeadquartersRedwood City, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Athos does
Athos is a Redwood City-based smart clothing company founded in 2012 that has developed a patented Electromyography (EMG) system embedded in apparel to measure real-time muscle activity. The company's products include the Athos Core detachable sensor hub paired with compression garments (Men's Upper Body Kit at $398 and Men's 2.0 Lower Body Kit at $348) that track muscle activation, heart rate, calorie expenditure, and active versus rest time. The system combines embedded sensors with AI-driven analytics delivered through a mobile application (iOS only) to provide biofeedback on muscle exertion and movement patterns.
Athos operates a direct-to-consumer e-commerce model through its Shopify storefront (shop.liveathos.com), supplemented by a dedicated team training solution channel serving professional sports organizations and tactical/military units. Revenue is generated through one-time hardware sales (with the Athos Core available standalone at $199) and a recurring coaching subscription priced at $138 per month following an initial free month. The company has been validated by multiple peer-reviewed scientific publications and counts elite sports teams and the US Special Operations Command (SOCOM) among its customer base.
Athos has raised approximately $50.7 million across three funding rounds between 2013 and 2015, with investors including DCM Ventures, Kleiner Perkins, Social Capital, True Ventures, Lightspeed Venture Partners, Felix Capital, and MAS Holdings. The company has 11-50 employees and operates as a private entity. More recently, Athos participated as a co-investor in Bactolife's 2026 Series B, signaling strategic optionality beyond its core consumer sports business.
Athos firmographics
Firmographics- Name
- Athos
- Website
- https://shop.liveathos.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Athos is a Redwood City-based smart clothing company that embeds EMG sensors in compression apparel to measure real-time muscle activity, selling hardware kits ($348-$398) and a $138/month coaching subscription to individual athletes, professional sports teams, and US SOCOM.
- Ownership category
- akta.pro rank
Athos industry classification
Industry- Product category
- Wearable Fitness Technology
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), Apparel Manufacturing (315)
- SIC
- Sporting & Athletic Goods, Nec (3949), Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Wearable-Integrated & Smart Performance Apparel (CRAAAEAL)
Keywords
Where Athos is headquartered
LocationHeadquarters
- HQ city
- Redwood City
- HQ country
- United States
- HQ region
- North America
Markets served
Athos business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Hardware Sales: One-time sale of smart clothing products (shirts and shorts with embedded sensors) and the Athos Core device. Products include Men's Upper Body Kit ($398), Men's Lower Body Kit V2 ($348), and standalone Athos Core ($199)
- Coaching Subscription: Monthly subscription service at $138/month following a free first month. Includes ongoing coaching support and access to the Athos coaching platform. Subscription is automatically billed after 30 days from receiving gear unless cancelled.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Men's Upper Body Kit with Core - $398 |
| One time/ perpetual license | Pay-as-you-go | Men's Lower Body Kit V2 with Core - $348 |
| One time/ perpetual license | Pay-as-you-go | Athos Core standalone - $199 |
| Subscription | Monthly | Coaching Subscription - $138/month |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Athos product offering
Product offeringCore offering
Athos designs and sells a patented smart clothing system that uses embedded Electromyography (EMG) sensors in compression apparel to measure real-time muscle activity, heart rate, and exertion. The hardware (sensor-embedded shirts and shorts plus a detachable Athos Core device) pairs with an AI-powered mobile coaching app to deliver biofeedback for training optimization. Revenue comes from one-time hardware kit sales and a recurring monthly coaching subscription.
Product overview
Athos offers a smart clothing system that combines EMG (Electromyography) technology with AI-powered coaching. The core product portfolio consists of the Athos Core device (a detachable sensor hub), smart apparel including Men's and Women's compression wear embedded with sensors, and a mobile coaching application. The system measures muscle activation and exertion in real-time, delivering biometric insights to help athletes optimize their training. Pricing for the Men's 2.0 Shorts kit is $348 and the Men's Shirt kit is $398, with a coaching subscription at $138/month after an initial free period.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Upper Body Kit with Core
Quantifiable outcome
- Smart clothing market projected to grow from $5.16B in 2024 to $21.48B by 2030 at CAGR of 26.2%
Companies that use Athos
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Athos technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
Athos partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights6 records
Athos competitors and assessment
Company assessmentBroad incumbents
- Catapult Sports: Catapult is an established provider of athlete tracking and performance analytics worn by professional sports teams globally — the same elite-team target customers Athos serves. Larger incumbent that competes for elite-team performance budgets.
- Polar Electro: Polar is an established sports wearable maker offering heart rate monitors, training load, and recovery metrics for athletes of all levels — broadly competing for the same performance-tracking wallet share as Athos with deep consumer and pro team penetration.
- Compex: Compex manufactures muscle electrostimulation (EMS) devices widely used by athletes for recovery and training. Overlaps Athos's training-optimization value proposition through electrical muscle activation, though via stimulation rather than measurement.
- Garmin: Garmin's sports watches and wearables dominate the consumer performance-tracking market with broad device ecosystems and athlete-grade metrics (HRV, training load, recovery), competing for the same athleisure and athlete customers as Athos with vastly larger scale.
Emerging players
- Delsys: Delsys specializes in high-precision EMG sensors and surface electromyography systems used in research, sports science, and clinical applications. Same underlying EMG technology stack as Athos but focused on lab-grade instruments rather than consumer apparel.
Direct peers
- Wearable X: Wearable X develops connected apparel with embedded sensors (e.g., NadiX smart yoga pants with posture feedback) targeting training and movement-quality use cases, directly comparable to Athos's smart clothing + biofeedback positioning.
- Siren Care: Siren produces smart socks with embedded temperature sensors for diabetic foot monitoring, sharing the textile-sensor-with-mobile-app architectural pattern Athos uses for EMG and using a subscription-coaching business model overlay.
- Hexoskin: Hexoskin makes biometric smart shirts that capture heart rate, breathing, and activity data for athletes, first responders, and research customers. Same smart apparel category with embedded textile sensors, overlapping athlete/performance use cases with Athos.
- Whoop: Whoop offers a strap-based wearable with subscription-only model ($30+/mo) for strain, recovery, and sleep tracking aimed at performance athletes — directly overlapping Athos's athlete target and subscription+coaching revenue model, though with a different form factor.
- Myontec: Myontec manufactures EMG-equipped smart shorts and apparel for athletic and rehabilitation use, directly overlapping Athos's core product (EMG-embedded compression wear with real-time muscle activation). Same product architecture, sensor modality, and target customer (performance athletes and coaches).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Athos social profiles
Digital presenceAthos financial estimates
Financial estimateRevenue estimate
Valuation estimate
Athos leadership team
Management profileNumber of profiles
Athos funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Athos M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Athos
What does Athos do?
Athos designs and sells a patented smart clothing system that uses embedded Electromyography (EMG) sensors in compression apparel to measure real-time muscle activity, heart rate, and exertion. The hardware (sensor-embedded shirts and shorts plus a detachable Athos Core device) pairs with an AI-powered mobile coaching app to deliver biofeedback for training optimization. Revenue comes from one-time hardware kit sales and a recurring monthly coaching subscription.
Is Athos a public or private company?
Athos is a private company. It is classified as venture growth investor backed and is currently operating.
When was Athos founded?
Athos was founded in 2012. It employs 11 to 50 people.
Where is Athos based?
Athos is headquartered in Redwood City, United States, in the North America region.
How does Athos make money?
Two revenue lines are on record. Hardware Sales are the primary driver. The others are coaching Subscription.
Who are Athos's main competitors?
Broad incumbents on record are Catapult Sports, Polar Electro, Compex and Garmin. Delsys is listed as an emerging player. Direct peers are Wearable X, Siren Care, Hexoskin, Whoop and Myontec.
Does Athos have an API?
No public API is recorded for Athos.
What industry is Athos in?
Athos's product category is Wearable Fitness Technology. Its primary akta.pro industry code is CRAAAEAL, Wearable-Integrated & Smart Performance Apparel. Its NAICS code is 334510 and its SIC code is 3949.