Upside Sports Tech Campaign of the week: MaxPlay
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Memo
The Blind Spot in the Age of Data.
For decades, athletes have tracked biomarkers like heart rate, sleep, and daily exertion. But for hydration—a foundational driver of performance and safety—we are still guessing.
This “Data Gap” means that even the most optimized athletes are often flying blind. Relying on thirst is unreliable; it is a lagging indicator that signals a deficit only after performance has dropped, and during intense focus or stress, the sensation is often blunted or absent entirely.
The consequences are immediate and physiological. Even mild dehydration can lead to increased heart rate and reduced tolerance to cardiovascular stress. Yet, because we lack visibility into this chemical baseline, the majority of athletes today train and compete in a dehydrated state —leaving performance on the table and risking injury every day.
The cost of flying blind: Preventable injury and lost performance.
The “Check Engine Light” for Your Body.
MaxPlay solves the unmet need by making hydration testing massively accessible. We condensed the science of a professional lab into a disposable, lip balm-sized that fits in any pocket. We stripped away the friction to create a solution anyone can use in seconds.
Users sample saliva to trigger a visible color change that distinguishes between optimally hydrated, mildly-to-moderately dehydrated, and severely dehydrated states. A companion mobile app uses AI to quantify results, track trends over time, and correlate hydration with cardiovascular fitness biomarkers such as heart-rate recovery and resting heart rate.
For the price of a coffee (~$4), a simple color saturation scale delivers a clear ‘Go/No-Go’ signal mapped to clinical standards.
Validated by the Elite. Ready for Everyone.
We are executing a “Brand Halo” strategy: validating MaxPlay with the world’s best to set the standard for the mass market. Throughout development, we secured access to elite organizations and athletes to field-test our technology, confirming that the “hydration data gap” is a critical pain point at the highest levels of sport, including:
World Football: Field-tested with a Top-5 FIFA Men’s National Team (World Cup qualifiers).
Tennis: Piloted by 15 Top-50 ATP/WTA players, including Grand Slam contenders.
Clinical Sports Science: Validated by a Major Research-1 University (home to 26 NCAA Division I Teams and 140+ National Championships). We tested MaxPlay on subjects exposed to intense exercise within a specialized heat chamber.
Motorsport & NBA: Ongoing pilot conversations with elite teams including a leading F1 Team and major NBA Franchise.
But elite adoption is just the catalyst. This validation sets the aspirational standard required to unlock the 200M+ amateur athletes who emulate the pros. We are raising capital to complete the last aspects of the product and begin producing the supply.
Career high rankings: Singles (Orange), Doubles (Purple).
Mobile App: AI Calibrated by Biology
MaxPlay delivers immediate visual feedback on its own. The companion app digitizes this result to add quantitative depth.
While wearables track biometric patterns (e.g. heart rate, sleep), they lack visibility into the internal chemistry (e.g. hydration) that drives them. MaxPlay provides the biological ground truth needed to close this loop.
The Data Loop:
Quantify & Correlate: Computer vision generates a Hydration Score, overlaying it with metrics like Heart Rate Recovery to visualize the link between chemistry and performance.
Actionable Guidance: Specific fluid intake recommendations to restore optimal levels.
Train & Predict: Frequent testing builds a unique biological profile, evolving the AI from measuring current status to forecasting future needs.
Re-Calibrate: Periodic testing validates the model as physiology/environment change, ensuring predictions remain accurate.
The app fuels our Recurring Revenue Strategy. Users subscribe for the stickiness of the insights, while also promoting consistent re-ordering of tests and maximizing Customer Lifetime Value (LTV).
Hydration Score (mOsm/kg) & AI Insights to Peak at the Right Time.
Massively Accessible. Zero Friction.
Why don’t athletes use existing tools? Because they are too hard to use. In the mass market, friction is the enemy of adoption.
Instruments are high-friction: they require training, and a second person to run the test.
Sweat Patches are high-friction: they require you to sweat, sometimes for 45+ minutes before you get a reading. They can also be bulky and not appropriate in contact sports.
MaxPlay wins because it is massively frictionless. Anyone, anywhere, can get a read near instantly.
The simpler solution. Comparison of MaxPlay versus existing complex & costly solutions.
From Grand Slams to Weekend Warriors.
We are starting at the top to secure the brand, then scaling to the millions of athletes who have been waiting for this solution.
2029 Goal: 5 million “weekend warriors” testing on average once a week (e.g. long run), generating ~$1.2B in annual recurring revenue.
“The ‘Tesla Strategy’: Leveraging elite validation to unlock the massive D2C athlete market, and other verticals later on (e.g. worker safety, hospitals, longevity, etc)
MaxPlay Core Chemistry Correlates With a $20K Osmometer
We successfully validated MaxPlay’s biosensing chemistry against a $20,000 laboratory osmometer. The results confirm our technology is highly precise in the immediate, real-time conditions designed for the final product, achieving a 0.913 correlation (R2).
We also stress-tested the chemistry with samples collected from ranked ATP, WTA, and USTA athletes. Even after a 4-week storage delay, the technology successfully tracked hydration trends (R2=0.738) and demonstrated 100% visual agreement with the laboratory readouts including identifying “Severe Dehydration” (>150 mOsm).
With the fundamental science now de-risked and validated, we are in the final milestone: full device integration (at a similar R2) and mass production.
Chemistry Validation. (Left) Qualitative visual agreement between MaxPlay color indicators and laboratory osmometer readouts of the same samples. (Right) Quantitative correlation between plate reader values of MaxPlay color indicators and laboratory osmometer readouts in immediate testing (Top) vs. delayed samples (Bottom).
Post-Hydration: A Platform for Life.
MaxPlay (formerly LogicInk) is building the world’s first AI-scaffolded bionanotech sensing platform to maximize human performance and healthspan.
Hydration is just the beginning. The MaxPlay platform is built to decode the body’s signals across a lifespan.
NOW: Hydration for athletes with many more verticals to expand into including the military, worker safety, hospitals, elderly care, and skincare.
NEXT: Concussion. Our platform’s next application targets in-the-field concussion (mTBI) screening, from professional athletes to youth. To prepare while remaining focused on our hydration launch, we have started a multi-sport research initiative with elite sports organizations, supported by external non-dilutive funding.
FUTURE: CTE, muscle damage, consumer genetics (longevity).
Actionable, non-obvious, meaningful for millions of athletes.
Own the Future of Bio-Data.
The need is real. The technology is proven. The elite have validated it. Now, we scale. Join us in bringing the first seamless, massively adoptable bio-signal to the world.
One Platform, Lifetime Impact. Expanding from hydration to concussion safety and longevity biomarkers.
SCIENTIFIC REFERENCES
I. The Science of Hydration & Performance Supporting the “Blind Spot” and “Cost” sections regarding thirst, heart rate drift, and prevalence.
Sawka, M. N., et al. (2007). ACSM Position Stand: Exercise and Fluid Replacement. Medicine & Science in Sports & Exercise.
Montain, S. J., & Coyle, E. F. (1992). Influence of graded dehydration on hyperthermia and cardiovascular drift during exercise. Journal of Applied Physiology.
Volpe, S. L., et al. (2009). Estimation of Pre-Practice Hydration Status of National Collegiate Athletic Association Division I Athletes. Journal of Athletic Training.
Castro-Sepúlveda, M., et al. (2016). Dehydration Observed in Professional Soccer Players. Journal of Human Kinetics.
II. Future Capabilities: Concussion & Brain Health Supporting the “Next: Concussion” section regarding salivary markers for brain injury.
Di Pietro, V., et al. (2018). Salivary MicroRNAs: Diagnostic Markers of Mild Traumatic Brain Injury in Contact-Sport. Frontiers in Molecular Neuroscience.
Johnson, J. J., et al. (2018). Salivary miRNA levels predict the duration of concussion symptoms. Journal of Neurotrauma.
Hicks, S. D., et al. (2018). Overlapping MicroRNA Expression in Saliva and Cerebrospinal Fluid Accurately Identifies Pediatric Traumatic Brain Injury. Journal of Neurotrauma.
Katz, D. I., et al. (2021). National Institute of Neurological Disorders and Stroke Consensus Diagnostic Criteria for Traumatic Encephalopathy Syndrome. Neurology.
Hicks, S. D., et al. (2020). Saliva MicroRNA Biomarkers of Cumulative Concussion. International Journal of Molecular Sciences.
III. Future Capabilities: Systemic Recovery & Performance Supporting the “Future” section regarding muscle damage and overtraining.
Baggish, A. L., et al. (2011). Dynamic regulation of circulating microRNA during acute exhaustive exercise and sustained aerobic training. The Journal of Physiology.
Nielsen, S., et al. (2014). Circulating microRNA modulation in response to acute prolonged aerobic exercise. PLOS ONE.
Hecksteden, A., et al. (2016). miRNA-based biomarkers for the detection of overtraining in athletes. Frontiers in Physiology.
Hackney, A. C. & Koltun, K. J. (2012). The immune system and overtraining in athletes: clinical implications. Acta Clinica Croatica.
Hicks, S. D., et al. (2019). Distance running alters peripheral microRNAs implicated in metabolism, fluid balance, and myosin regulation in a sex-specific manner. Physiological Reports.
Uhlemann, M., et al. (2014). Circulating microRNAs predict the presence and extent of exercise-induced skeletal muscle damage. Frontiers in Physiology.