PULSE CHECK ISSUE NO. 06
The North Goes Boutique
New York has become home to some of the most innovative wellness concepts in the world, from Othership’s guided sauna sessions to Surfset’s surfing-inspired workouts. The latest to join the mix is NRTHRN STRONG, a studio built around a patented machine that simulates the double-poling motion of cross-country skiing, blending endurance, strength, and rhythm into one low-impact workout.
Originally founded in Copenhagen in 2022, NRTHRN Strong has now made its U.S. debut in Manhattan’s Flatiron District. Every detail in the space is designed to transport you north: clean lines, soft light, and an aurora-inspired glow that mirrors the Northern Lights. It’s fitness that feels part workout, part ritual, and all atmosphere.
The Future of Focus Arrives Next Week
Neurable just unveiled the MW75 Neuro LT, next-generation Brain-Computer Interface (BCI) headphones engineered to help you master cognitive performance without compromise. The MW75 Neuro LT retains their lab-grade 12-channel EEG sensors and proprietary AI signal processing, the same technology that tracks focus, detects mental fatigue, and and provide long-term cognitive insights like Brain Age and Mental Recovery
Built in response to user feedback, the new model is 12% lighter and priced at $499, making cutting-edge neurotechnology more accessible than ever.
Catch Neurable in action next week inside our Recovery & Recharge Zone at the Willpower World of Sports & Human Performance.
Sleep Is the New Status Symbol
At a recent UBS event, McKinsey & Company analysts ranked sleep health among the top three most investable categories, and the momentum backs it up. In August, Eight Sleep raised $100 million, bringing its total funding to over $250 million, signaling just how hot the category has become.
Over 100 million adults in the U.S. now use devices like smartwatches and rings to track their sleep, and even teenagers are getting in on it. As Gen Z emerges as the most health-conscious generation yet, prioritizing mental well-being, recovery, and stress management, quality rest has officially entered the wellness mainstream, right alongside fitness and nutrition.
We’re also seeing new entrants redefining what recovery means, from Ammortal (whose Co-Founder, Rob Insinger, will be speaking on our “American Performance” panel next week at The World of Sports & Human Performance) to Shiftwave (featured in our Recovery & Recharge Zone). While not strictly “sleep companies,” both are tackling the same challenge, helping people reduce sleep debt, restore energy, and recalibrate the mind and body for sustained performance.
The bottom line: sleep isn’t just downtime anymore. It’s becoming one of the most powerful metrics of modern performance.
Peek Inside the Recovery & Recharge Zone
At the Willpower World of Sports & Human Performance, recovery isn’t an afterthought, it’s the main event. Step inside a space built to restore, recalibrate, and reimagine what performance feels like, powered by some of the most innovative names in human optimization
EVOLVE
Blending neuroscience, AI, and immersive design, Evolve is building one of the most advanced human-performance systems on the market, a multimodal, biosensing VR headset that captures over 20 million data points per session across EEG, heart rate, skin temperature, and eye tracking. Their adaptive neurofeedback platform personalizes biofeedback training in real time, helping users rewire the nervous system and strengthen focus, resilience, and emotional regulation.
We’ll also be joined by Lauren Betzing, Evolve’s Chief Strategy Officer, on our American Performance panel, to explore how this kind of technology is reshaping the future of recovery, cognition, and peak human potential.
HYPERICE
Hyperice is showing up in full force, bringing the Nike x Hyperice recovery boots, Normatec compression systems, and Hypervolt percussion devices that have become staples across pro locker rooms and performance labs worldwide.
RALLY
Meet the Rally Orbital Massager, recognized by GQ’s 2025 Tech Awards as one of the best massage guns on the market. Unlike standard percussive devices, Rally uses a gentle orbital motion that works with your body’s natural movement patterns, delivering relief even to sensitive areas without the typical deep-tissue strain.
SHIFTWAVE
Part neuroscience, part guided experience. Shiftwave uses its proprietary Pulsed Pressure Wave technology and BioDrive® system to combine vibration therapy and sound-guided breathwork. The result? A state-shifting experience that can move you from stress to calm, or fatigue to focus, all in a single session.
ARCTOP
Recently awarded a $1.25M AFWERX contract by the U.S. Air Force, Arctop is advancing cognition-adaptive simulations through brain-computer interface technology. Their lightweight sensor-integrated headwear fits comfortably under AR/VR devices and maps your brain activity in real time, creating new pathways for performance training and focus optimization.
NEURONIC
Fresh off its showcase at the London Health Optimisation Summit, Neuronic is redefining cognitive wellness with its Neuradiant 1070 and Neuronic LIGHT helmets. These photobiomodulation devices use near-infrared light to support focus, energy, and brain health, a glimpse into the next frontier of neuro-enhancement and recovery.
WINBACK
Bridging physiotherapy and performance, Winback specializes in regenerative technologies designed to accelerate recovery and restore mobility. Using advanced TECAR energy and targeted electrostimulation, their systems help reduce inflammation, improve circulation, and activate deep tissue repair, whether in a training room, clinic, or high-performance environment.
NEURABLE
Joining the lineup with their newly launched MW75 Neuro LT, Neurable brings lab-grade EEG sensors and AI signal processing into a sleek headphone form factor, making cognitive tracking feel less like lab work and more like a lifestyle.
After exploring the latest in recovery and cognitive performance, recharge with a complimentary lunch powered by Gardencup and Sweet Addison’s Protein Cookies, fuel for both body and mind.
Then, step onto the courts at Austin’s premier padel facility, Padel 39, for open play and connection with the Willpower community.
Keep the momentum going with functional activations from AG1, Nutrabolt, Athletic Brewing, and SAPs, bringing the performance and wellness ecosystem full circle.
At the Willpower World of Sports & Human Performance, recovery isn’t where the story ends, it’s where the next level begins.
Shiftwave – Supporting Sleep, Stress & Travel Demands in Formula 1
As Formula 1 heads into Austin for the 19th round of the 2025 season, drivers and teams have endured seven months of relentless competition, disrupted sleep, constant long-haul travel, and high-pressure environments. With six races left on the calendar, marginal gains in recovery, readiness, and focus are more valuable than ever.
That’s why Shiftwave is proud to be part of Willpower: World of Sports & Human Performance @ Padel39, demonstrating a science-led approach to nervous system regulation and performance recovery.
Shiftwave is a multimodal mind-body platform that integrates full-body vibration, guided breathwork, meditation, and performance coaching into coordinated, immersive experiences.
At Willpower, Shiftwave will be showcasing how it is helping elite athletes and F1 teams:
Sharpen pre-qualifying and race-day focus
Accelerate post-race recovery and nervous system reset
Reduce the impact of jet lag and long-haul travel
Improve sleep quality between intense travel legs
Stay calm, composed, and competition-ready under pressure
Now powered by the soon-to-be-launched Shiftwave Pro app, users can experience even greater personalization and intuitive control through their own iPad - bringing calm, clarity, and composure within reach, whenever it’s needed.
Whether you’re seeking recovery, readiness, or deep rest, Shiftwave delivers.
Book your demo slot for the event here and feel the power of Shiftwave for yourself!
Shiftwave at Willpower Contact:
Gordon Weiss - gordon@shiftwave.co
Website: shiftwave.co Instagram - @shiftwavepro X - @Shiftwavepro
From Singapore to Austin: The Race Before the Race
As Austin gears up for back-to-back weekends of ACL and a high-octane F1 takeover, all eyes are on what’s next, but the storylines from Singapore are still echoing through the paddock.
George Russell brought home a dominant win for Mercedes, holding off late pressure to take the top spot under the lights. Meanwhile, Charles Leclerc called Ferrari’s weekend “massively frustrating,” admitting the team is still chasing consistency as the championship tightens. Lewis Hamilton wasn’t spared either, after battling brake issues, he was hit with a 5-second penalty that dropped him behind Fernando Alonso in the final results.
The chaos on and off the track served as a reminder: in F1, execution, precision, and mindset separate podiums from near-misses.
And now, it’s Austin’s turn.
Between two weekends of ACL and the roar of Formula 1, the city is bracing for its biggest cultural stretch of the year, and Willpower’s stepping right into it. From brand storytelling to human performance, we’re not just watching the race. We’re setting the pace.
Get Involved with Willpower
The Willpower World of Sports & Human Performance isn’t just an event, it’s a launchpad. Here’s how you can plug in this October:
Sponsors / Partners / Speakers We’re opening limited spots for aligned brands, organizations, and speakers to join the lineup at Catalyst Series and the World of Sports. 👉 Reach out directly to Bill at bill@drinkwillpower.com if this is something you’d be interested in.
Brands & Vendors We’re bringing together category-defining brands and vendors to be part of both Catalyst Series and World of Sports. If you’d like to showcase your product or get involved: 👉 Fill out this Brand & Vendor Form and we’ll be in touch.
We’re Hiring We’re looking for an Events & Partnerships Manager to join the Willpower team. If you or someone you know is ready to help us build the future of community and performance: 👉 Explore the role + application here.
