What eo does

eo is a Sydney-headquartered sports technology company, incorporated as eo Operations Pty Ltd (ACN 682 162 143) under parent holding company Omnibus 157 Pty Ltd, that builds wearable biomechanical sensors and analytics for competitive swimmers, swim coaches, triathletes, and serious recreational swimmers. Its flagship product, eo SwimBETTER, consists of paired handheld sensors (approximately 30g each) worn during pool swimming that capture real-time stroke mechanics data — power output in Watts, force distribution across six directional vectors (propulsive, hand drag, up, down, left, right), stroke rate, hand path and velocity, stroke phase breakdown, and left/right consistency. Data is transmitted via Bluetooth to the eo SwimBETTER mobile app (iOS/Android) and the web platform at swimbetter.eolab.com, where it is stored in the cloud and analyzed.

The company monetizes through a hardware-plus-subscription model. Two hardware SKUs are sold direct-to-consumer via eolab.com: the SwimBETTER90 (90-minute recording capacity, eligible for a 6-month payment plan) and the entry-level SwimBETTER15 (15-minute capacity). Recurring revenue is generated through monthly Gold membership (unlimited video uploads up to 500MB and 2 minutes, full metric access including Stroke Path & Hand Velocity and Force vs Time) and Silver membership (2 videos per calendar month). A 30-day money-back guarantee on hardware and integration with TrainingPeaks for triathletes round out the offering.

Differentiation rests on a granted international patent portfolio (US, EU, Australia, Canada, China, Japan, Korea, New Zealand, Hong Kong with additional filings pending), flagship ambassadors including Olympic champions Kyle Chalmers and Paige Madden, an Official Partnership with World Para Swimming (Manchester 2023), a second Australian Good Design Award (2024), and the 2025 launch of eo**i, an AI-optimized analysis feature that generates personalized freestyle technique reports and drill recommendations. Distribution is exclusively direct-to-consumer digital with global shipping; no physical retail or disclosed B2B enterprise channel exists beyond individual federation and club partnerships.

Name

eo

Legal name

eo Operations Pty Ltd

Website

https://eolab.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

eo is a Sydney-based sports technology company that builds Bluetooth-enabled wearable sensors and an AI-powered analytics platform (eo SwimBETTER) for competitive swimmers, swim coaches, triathletes, and serious recreational swimmers, sold as hardware plus monthly software subscriptions.

Ownership category

akta.pro rank

Product category

Swimming Performance Wearables

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Wearable Computers (Industrial Smart Glasses/Wrist/Arm-Mount) (HDACALAH)

Keywords

• Swimming performance trackers
• Wearable swim sensors
• Stroke analysis technology
• Swim power meters
• Aquatic sports analytics

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Marketing or Sales, Personnel, Infrastructure, Operations

Revenue model

1. Hardware Sales - SwimBETTER Handsets: Sale of physical SwimBETTER sensor handsets available in two models: SwimBETTER90 (90-minute recording capacity) and SwimBETTER15 (15-minute recording capacity). Includes straps, charging clips, USB-C cables, sunscreens for outdoor swimming, mesh bag, and storage case.
2. Software Subscriptions - Gold Membership: Gold membership tier allowing unlimited video uploads (up to 500MB per file, 2-minute max length) with unlimited access to video analysis using the SwimBETTER tool for legitimate training purposes.
3. Software Subscriptions - Silver Membership: Silver membership tier allowing upload and evaluation of 2 videos per calendar month (up to 500MB per file, 2-minute max length) with access to video analysis tool.
4. TrainingPeaks Integration: Auto-sync of swims to TrainingPeaks calendar for triathletes seeking complete view of swim, bike, and run training.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

eo designs, manufactures, and sells the SwimBETTER system — a pair of handheld wearable sensors worn during pool swimming that measure stroke mechanics (power in watts, force distribution across six vectors, hand path, stroke rate, and consistency). The hardware handsets (SwimBETTER90 with 90-minute capacity and SwimBETTER15 with 15-minute capacity) pair via Bluetooth with a cloud-based software platform and mobile apps that visualize performance metrics, sync with video, and deliver AI-generated technique reports and drill recommendations through the eo**i feature.

Product overview

eo is a sports technology company operating as a platform-plus-subscriptions model built around its core product, eo SwimBETTER. The product line comprises two hardware variants — eo SwimBETTER90 (90-minute recording) and eo SwimBETTER15 (15-minute recording) — which are handheld swimming performance tracking devices that measure power, force, stroke rate, hand path, and other biomechanical data during pool swimming. Access to data and analytics is delivered through two channels: the eo SwimBETTER mobile app (iOS/Android) and the eo web platform (swimbetter.eolab.com), which also hosts the eo**i AI feature that generates personalised technique reports. Subscriptions are tiered into Gold (unlimited video uploads, all metrics, eo**i reports) and Silver (2 videos/month, core metrics). The system integrates with TrainingPeaks for triathlete training sync.

Differentiator

Problem solved

Functional benefit

Products and services

• eo SwimBETTER90 The 90-minute recording variant of the eo SwimBETTER handheld wearable sensor system, designed for individual swimmers, squads, and triathletes who require extended recording sessions between downloads. Measures power, force distribution, hand path, and stroke rate in real time during pool swimming; data is accessed via mobile app and web platform.
• eo SwimBETTER15 The 15-minute recording variant of the eo SwimBETTER handheld wearable sensor system, suitable for individual swimmers and shorter training sessions. Payment plans are not available for this entry-level model.

Quantifiable outcome

• Cut 19 seconds off 800m freestyle time
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered core, minor and flagship.

• World Para SwimmingcoreStrategic or Co-development Partner · 19 June 2023Official Partner for the Manchester 2023 Para Swimming World Championships. High-profile para-sport federation partnership demonstrating commitment to inclusive swimming technology.
• Melbourne City FCminorStrategic or Co-development Partner · 12 October 2022Partnership with Australian A-League soccer club for sports performance technology. Extension of technology beyond swimming into other sports.
• Kyle ChalmersflagshipGTM or Marketing PartnerOlympic champion, world champion and world record holder serving as eo Swim Ambassador. Chalmers has won 2 Olympic Gold Medals (2016 Rio) and multiple World Championships. Provides athlete endorsement and product testing feedback. States: "The data that I'm accumulating and analysing with eo SwimBETTER is insane."
• Paige MaddenflagshipGTM or Marketing PartnerOlympic Silver and Bronze medallist (2024 Paris) and US Women's National Swim Team member. Serves as eo Swim Ambassador. Credited SwimBETTER with helping her cut 19 seconds off her 800m freestyle time. Key athlete advocate for the product.
• Brant BestcoreStrategic or Co-development PartnerOlympic swim coach and co-developer of SwimBETTER technology. Described as one of the "greatest and passionate minds in sports science" by Chairman Jaimie Fuller. Key technical co-creator.
• Vincent LuisminorGTM or Marketing PartnerTwo-time ITU World Champion in triathlon. Early adopter and advocate who stated he had "never seen anything like it before" regarding SwimBETTER technology.
• TrainingPeakscoreTechnology or IntegrationIntegration partner allowing auto-sync of eo SwimBETTER swims to TrainingPeaks calendar for complete triathlon training tracking across swim, bike, and run disciplines.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• KinaTrax: KinaTrax provides markerless motion-capture and biomechanics analytics for baseball pitchers and other athletes. It is comparable to eo as a sports-biomechanics analytics company selling objective force/motion data to elite athletes, though in a different sport vertical.
• WHOOP: WHOOP is a subscription-based fitness wearable focused on recovery, strain, and sleep rather than sport-specific biomechanics, but its hardware-plus-monthly-membership model and athlete-marketing playbook closely mirror eo's go-to-market structure. Comparable as a D2C wearable subscription business, not a swim-accuracy peer.
• Instabeat: Instabeat is an early-stage company building a heart-rate and effort display that mounts onto swim goggles, focused on swim training intensity monitoring. It overlaps with eo in providing objective swim-training metrics, but with a narrower, goggle-based sensor form factor and consumer-amateur focus.

Broad incumbents

• Garmin: Garmin's multisport watches (Forerunner, Fenix) include swim-tracking features (distance, pace, SWOLF, stroke type) and dominate the triathlete market that eo targets. Garmin is a broad incumbent — overlapping with eo on swim performance data but as one capability inside a much wider wearables and GPS portfolio.
• Suunto: Suunto's multisport watches offer swim-tracking and metrics for triathletes and open-water swimmers and pair with the Suunto app for training analysis. It competes with eo for the same triathlete wallet, but as a watch-based generalist versus eo's purpose-built swim sensor with biomechanical-force measurement.
• Polar Electro: Polar makes sport watches and heart-rate monitors (including the OH1 optical HR sensor) with swim-tracking modes and a coaching-focused platform. Like Garmin/Suunto, it overlaps with eo on swim performance data in a broader fitness-watch portfolio rather than a specialized swimmer-only product.
• COROS: COROS makes multisport watches (Apex, Vertix) with swim modes and triathlete-focused training analytics. It targets the same endurance-athlete buyer as eo through its watch form factor and broad training ecosystem, rather than a dedicated handheld swim sensor.

Direct peers

• Catapult Sports: Catapult is an Australian-headquartered athlete-tracking company whose wearable GPS/IMU trackers (Vector) capture biomechanical load in elite sports and are widely used by professional teams. Like eo, it sells sensor-based performance analytics to athletes and coaches with a subscription analytics platform, and shares the Australian sports-tech origin and elite-athlete go-to-market.
• FORM Athletica: FORM Athletica makes FORM Smart Swim Goggles with a heads-up display showing real-time metrics (pace, distance per stroke, SWOLF) for pool swimmers. It is the most direct competitor to eo SwimBETTER in consumer-facing swim performance tracking, targeting the same competitive swimmer and triathlete segments with a complementary (eye-based) measurement modality.

Others

• Zepp Health: Zepp Health (formerly Zepp Labs) builds sensor-based wearables and AI-driven sports analytics platforms (e.g., for golf, baseball, soccer) sold via hardware-plus-app subscriptions. Compares to eo on sensor-hardware-plus-AI-software model and consumer-elite crossover; differs in sport focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eosportslab
• YouTubeyoutube.com/channel/UC7aQ-y6cWErka_3HqIy2iPQ
• Facebookfacebook.com/eosportslab
• LinkedInlinkedin.com/company/eosportslab
• Instagraminstagram.com/eosportslab
• TikToktiktok.com/@eosportslab

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about eo