This incubator programme, based in London, offers start-ups access to experts in various fields, including business process, legal advisory, marketing principles, product development, and customer identification, as well as access to market. The goal of Sport Tech Hub is to embed cutting-edge technology into physical activity and sport, with the belief that it can change lives for the better and help all Londoners live happier, healthier lives. The community of founders, mentors, investors, partners, and organizations supported by Sport Tech Hub fosters the acceleration and use of technology to help people become more active. Over 45 ventures have been accelerated, reaching more than 130,000 Londoners through over 40 pilots brokered between the traditional sport sector and tech ventures, and businesses backed by Sport Tech Hub and London Sport have raised over £4m.