AI is clearly having its moment, and for good reason.

If you aren’t using AI in 2026, everyone assumes you're behind.

I'm building a technology company, so I hugely understand the importance of AI.

But here's what I keep noticing: in the race to automate everything, the sports world is starting to apply AI to problems without human context, experience, and direction. We're skipping a step, and that step is the only reason why our technology works at all.

AI doesn't make the human irrelevant. It makes the human more important, because someone has to set the standard and unique perspective in order for the outputs to solve a problem, but to be the superior solution. To go beyond what is expected.

Let me show you what that actually looks like in our world…

Last week, we fit 73 athletes during a night practice.

Rose, our Head of Fit, looked at every player’s fit profile.

Rose has spent years fitting real garments on real bodies. She knows where a volleyball jersey pulls across a long torso. She knows which leggings have an awkward rise. She knows that when a 13-year-old says "I like it loose," she usually means "the last pair was too tight,” not that she actually wants a loose fit.

Rose guides our AI on the nuances of an athlete’s body that AI can’t learn in isolation. Her intervention is what makes our AI sharper and a better teammate to our athletes.

That sequence matters to us. Humans set the standard, and technology scales and amplifies it.

Rose's expertise wasn’t built from a dataset.

It was built from thousands of fittings for bodies in motion.

I feel incredibly blessed to have such a great team to work with because what we can do is take everything Rose knows and teach the system to learn from it. With every call she makes, the model gets better because she keeps making the call.

But there's a layer to fitting an athlete that an AI model will never reach.

The moment she looks in the mirror and stands up a little straighter is the one that matters most.

It's trendy to lead with AI, and there are certainly limitations for companies that haven’t adopted AI in some capacity.

A human expert who knows fit better than anyone helps guide our technology, and we teach our technology to carry those patterns forward.

Athlete first. AI second.

✍ Sign up to have your team fitted! We work with programs to build fit systems around real bodies, real movement, and real sport demands.

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