Today we have the honor of interviewing Joe Dolcetti, CEO of Lila a leading wearable resistance Movement technology company with AI coaching.
Lila’s flagship product, called Exogen, is an exoskeleton designed to bring traditional resistance training into wearable form. It’s modular compression-based sportswear that allows athletes to add light, customizable weights anywhere on their body. This enables them to train naturally, without disrupting their technique, while applying what we call ‘relevant resistance’ to improve speed, power, and movement.
Picture: Lila
As illustrated in the picture below, Lila uses exoprene, fusiform microloads, speed straps, compression recovery technology and thermoregulation technology into its product.
Picture: Lila
Lila is also uses an AI coaching tool that coaches are using to refine sports techniques. Lila is now advancing this into AI-powered coaching systems (LILA +) to further enhance its application.
Picture: LILA +, Lila’s AI coaching app
Here is a video showcasing the Lila wearable resitance products by athletes during the NFL Combine:
Picture: Lila
Lila is working with leading teams and athletes like Paris Saint-Germain (Ligue 1), New Zealand All Blacks, Golden State Warriors (NBA), and USA Track and Field, Tennis Australia and Olympic programs across China and Australia. Notably, individuals like Sha’Carri Richardson and Kenny Bednarek are among the athletes benefiting from their product. Top coaches such as 3 times Olympic medalist Dennis Mitchell (Nike elite coach) are also among the coaches using its product.
📝Show Notes: Through this interview, we touched on his background, his company and product, the benefits for sports organizations and teams to use his product. We also talked about his competitive advantage, business model, and his plans for the next 12 months.
You can read the full transcript of the podcast interview with Joe located at the top of this blog post.
Here are the quotes from the interview with Joe:
Q1. Tell me about your background.
"I’ve been training athletes since the ’80s, starting with the 1988 Olympics. Over three and a half decades, I’ve worked across the NBA, NHL, NFL, and with Team Canada. I eventually moved to Asia and have been involved in Olympic programs since the Sydney Olympics, running high-performance programs in the Asia Pacific. This vast experience allowed me to see the evolution of sports science, from its early days to the advanced technologies we have now."
"The transition to becoming an entrepreneur was a challenge. Developing the product was straightforward because I knew exactly what athletes needed, but I had to learn sales, marketing, operations, and scaling from scratch. It’s been a constant learning curve."
Q2. Tell me about your company and product.
"Our flagship product, Exogen, is an exoskeleton designed to bring traditional resistance training into wearable form. It’s modular compression-based sportswear that allows athletes to add light, customizable weights anywhere on their body. This enables them to train naturally, without disrupting their technique, while applying what we call ‘relevant resistance’ to improve speed, power, and movement."
"What’s exciting is that the product isn’t just about strength; it’s become a powerful coaching tool. Coaches are using it to refine sports techniques, which was an unexpected but valuable outcome. We’re now advancing this into AI-powered coaching systems to further enhance its application."
Q3. What are the benefits for your customers to use your product?
"Exogen enables athletes to train in their natural movement patterns, which is critical for skill transference to their sport. Unlike traditional weights that might disrupt technique, our micro-loads allow for precise resistance targeting, improving both performance and movement quality."
"Safety and effectiveness were paramount from the start. We partnered with top institutions like Auckland University of Technology to conduct over 50 independent research studies on our technology. This extensive validation ensures our product isn’t just a claim but a proven tool that impacts performance positively."
Q4. What do your customers like the most about your product?
"The modular and adjustable nature of Exogen is a standout feature. Coaches love that they can target specific movements and adjust the system to suit individual needs. Whether it’s a sprinter working on hamstring mechanics or a basketball player refining quickness, the product adapts seamlessly."
"Our research-backed approach is another major draw. Teams like the Golden State Warriors, PSG, and USA Track and Field trust the product because it’s built by sports scientists who understand their needs deeply."
Q5. About the customers they works with and the organizations using their product:
"We work with some of the best in elite sports, including teams and athletes like Paris Saint-Germain (Ligue 1), New Zealand All Blacks, Golden State Warriors (NBA), and USA Track and Field. We also collaborate with organizations like Tennis Australia and even Olympic programs across China and Australia. Notably, individuals like Sha’Carri Richardson and Kenny Bednarek are among the athletes benefiting from our product."
"Our customer base includes a wide range of sports and disciplines—from badminton to swimming, football, rugby, and even martial arts. The diversity shows how versatile and adaptable our product is to meet the demands of different sports."
"Interestingly, some of our customers are buying products discreetly, like the Jamaicans purchasing online. It’s a testament to how widely our product is valued at the highest levels of competition. (..) We’ve also worked with injury recovery cases, like when the Golden State Warriors contacted us to assist an injured player. These collaborations highlight the trust high-performance teams place in our technology to improve movement and recovery safely."
Q6. Tell me about competitive advantage and business model.
"Our primary advantage is our foundation in sports science. Unlike other companies, we didn’t hire sports scientists to develop our product—we are sports scientists. This expertise guided every aspect of product development, from functionality to user experience."
"We also own patents on our application system, allowing for full customization and microloading, which sets us apart from competitors offering static resistance products. Additionally, we’re integrating AI coaching into the system, making it the first of its kind to combine measurement tools with real-time resistance adjustments."
"Our products are priced from $89 for smaller items like arm sleeves to $300 for larger items like shorts and tops. Everything comes with lifetime-guaranteed loads and training programs, ensuring long-term value for users."
Q7. What are your plans for the next 12 months?
"This year, we’re launching Lila USA with operations based in Florida, ensuring faster shipping and better service for North America. We’re also building a North American team with expertise in sport, fitness, and rehab."
"We plan to raise $2 million in pre-Series B funding to support growth, including launching our new AI-powered coaching system. This system combines wearable resistance with real-time feedback, offering a revolutionary way to train and refine movement. By the end of the year, we aim to have it in the hands of beta users."
Q8. What is the best way to reach out to you?
"Anyone interested can visit our website at lilateam.com or email me directly at jdolcetti@lilateam.com. I’m also available on social media and happy to engage with teams, coaches, or investors to share our vision and answer any questions."
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