Proving the Business Case for the Internet of Things

Smart sports bra detects body’s core signals

Steve Rogerson
September 27, 2016

A smart sports bar from Canadian company OMsignal is embedded with patent-pending sensor technologies to capture the body's signals and stream the data to the user's mobile device.
Called OMbra, it is said to go beyond the basic heart rate of smartwatches, combining accurate heart and breathing rhythms to deliver actionable insights for runners of all levels.
"Our focus was to create a beautiful sports bra to enhance a woman's body, respond to the unique strains of running, and accurately detect the body's core signals," said Joanna Berzowska, head of electronic textiles at OM. "Boasting specially engineered fabrics and advanced sensory technology, OMbra truly is a product of science and engineering that simultaneously features innovative and inspired design."
With OMbra comes OMrun, a personalised running app for women. It scientifically determines each person's intensity level for optimal progress and fat burning results, while helping reduce the risk of injury and fatigue.
"OMbra came to fruition through years of research, development and experimentation with female runners of all levels," said Stephane Marceau, CEO and co-founder of OM. "From the hundreds of women who tested the bra, we tried to enable a very simple and mindful approach to running that strikes a balance between the will to progress and achieve specific fitness goals, and the simple, healthy pleasures of running."
OM's latest round of financing brings OMbra to consumers worldwide. Valued at US$10m, the round includes investments from new and previous venture capitalists from the USA, Canada and Asia, including Relay Ventures, MAS Holdings, Bessemer Venture Partners, Techstars Ventures, Real Ventures, Mistral Ventures, Primera Capital, Investissement Québec, and Export Development Canada.
"OMsignal brings together a dynamic combination of IoT, mobile technology and fashion know-how, along with an experienced team of professionals," said Alex Baker, partner at Relay Ventures. "The company has the potential to positively change consumers' lives. We look forward to playing a role in helping OMsignal turn active apparel and everyday clothes into connected objects that make us all fitter and healthier."