Tanya Colonna, CEO and Founder of Oro Muscles: “Sports tech isn’t just about innovation; it’s about transforming potential into peak performance”

One of the very last things Tanya Colonna, CEO and Founder of Oro Muscles, said in this interview will stay with us: “If you fail to bring joy, you will not succeed.” She was specifically giving advice to anyone thinking about following in her footsteps, creating a sports tech startup, but we suspect that could apply to every business in the world.

So, what is it about Oro Muscles that brings its core audience – athletes, coaches, physios, the healthcare sector as a whole – some joy? The key, says Tanya, is in using data to provide genuine, actionable insights: “Witnessing the enthusiasm of top physiotherapists as they experience live feedback on our platform is immensely gratifying — it validates our mission to redefine sports technology.”

You can read more about Oro Muscles in the full interview below, but it’s worth emphasising that Tanya’s knowledge is as deep as a post-marathon massage. She put six years of “pioneering muscle data analysis” into Oro Muscles, buoyed by her unique mix of coaching, entrepreneurial and medical experience.

We can only hope that this interview brings you joy…

Related reading: Marcel Tiggelman, Co-Founder of ORYX Movement Solutions: “Simply measuring data doesn’t automatically translate to valuable insights”

Tell us your elevator pitch

Oro Muscles has developed clinically validated AI software designed to empower physiotherapists, trainers and insurers by leveraging muscle data to save time, cut costs and boost decision-making confidence.

Our vision encompasses a transformative impact on both the sports industry, enhancing performance analysis for athletes and coaches, and the healthcare sector, improving care delivery and cost-effectiveness for patients, providers and payers alike.

By providing a robust foundation of muscle intelligence, Oro Muscles facilitates value-based care and promotes transparency in treatment approaches. This approach not only optimises rehabilitation and training processes but also aligns healthcare outcomes with patient needs, fostering a paradigm shift towards data-driven and personalised health management solutions.

What is it about sports tech that excites you? What made you get into this sector?

In the dynamic world of sports technology, it’s the people, the energy, and the relentless pursuit of excellence that excite us the most. Success in sports demands dedication and training, whether in individual pursuits or team efforts where innovation and gaining a competitive edge are paramount. The atmosphere of competition fuels our passion.

As we expanded into the market, our product quickly gained traction, sparking over 200 customer calls within two months. Athletes and trainers alike recognised our device as a game-changer, revolutionising their training methods. Witnessing the enthusiasm of top physiotherapists as they experience live feedback on our platform is immensely gratifying — it validates our mission to redefine sports technology.

The journeys of everyone in this industry are driven by a shared commitment to push boundaries and set new standards in performance enhancement. We’re reshaping how athletes prepare, perform and recover, ensuring every effort counts toward achieving their ultimate goals. This industry isn’t just about innovation; it’s about transforming potential into peak performance, empowering athletes and teams to excel beyond limits, and that’s what truly inspires us every day.

Related: How cloud computing transformed football – even at park level

Can you give an example of a complex problem in sports that you – or your company – have been involved in tackling with technology?

Customers frequently highlight Oro’s ability to simplify complex issues as its defining beauty. Whether applied in sports or rehabilitation settings, Oro excels in precise movement analysis, guiding users to optimal techniques and exercises. Previously, physiotherapists faced challenges in translating years of experience to athletes and patients, who struggled to articulate their sensations, leading to prolonged trial and error.

Oro revolutionises this process by establishing a quantitative foundation that all stakeholders can understand. This common ground enhances confidence in decision-making and promotes transparency across the board. By bridging the gap between expertise and practical application, Oro empowers users to achieve effective results efficiently, marking a significant advancement in sports and rehabilitation technology.

What do you believe is the biggest opportunity in sports tech right now?

The sports tech market is thriving, filled with many startups and investors focusing on fan engagement for good reason: its community-building, revenue-boosting and experience-enhancing for teams, athletes and spectators alike.

Yet, athletes remain a team’s most vital asset, and injuries incur fan disappointment, lost time and revenue, impacting team performance and enjoyment. The annual injury costs exceeding $20 billion in American major sports leagues underscore a substantial opportunity for growth in player health technologies. Addressing injury prevention, rehabilitation and performance optimisation not only mitigates financial losses but also enhances player longevity and team competitiveness.

Related: Anders Tånger, CEO of Photon Sports: “What fascinates us the most is when technology goes unnoticed”

When it comes to technology, what are the most common mistakes you see sports organisations make?

I will never tell someone how to do their job. Even with Oro’s platform, we only provide data to optimise decision-making, rather than making decisions for them. Many factors influence how organisations operate, the technology they choose and the decisions they make. I believe everyone does their best with the information available to them.

However, after speaking with hundreds of teams and physiotherapists, I’ve noticed the most successful outcomes come from those who meticulously track their protocols and make objective decisions based on data rather than feelings. This approach builds coach-athlete trust, enhances player buy-in, and makes training more effective and efficient. It’s not about training volume; it’s about training effectiveness. At Oro, we strive for this, and our customers have been able to save 50% of player/patient time.

What advice do you have for those wanting to start a career in sports tech, or those wanting to launch a startup in the space?

My expertise lies in the performance and rehabilitation spaces of sports tech. In this realm, engaging with customers throughout the entire process is crucial. Building relationships and understanding their current pain points is the first step. Then, work on solving those pain points without introducing new ones, such as additional time burdens.

The professionals in this field have high-stress roles and limited time. It’s essential to integrate seamlessly into their workflow and bring them joy. If you fail to bring joy, you will not succeed.