With technological innovation in sports continuously pushing the boundaries of what we know to be true, we’ve seen various leagues, individual teams, and athletes themselves consistently look for unconventional ways to improve their performance — investing millions of dollars in the process.

Here are a few examples:

  • LeBron James spends $1.5 million annually on his body, including personal chefs, trainers, massage therapists, and the use of cryotherapy, hyperbaric chambers, compression products, and more.

  • Russell Wilson says he spends “$1 million—if not more—annually” on recovery, which includes a full-time trainer, physical therapist, a “mobile person,” multiple hyperbaric chambers, and more.

  • Tom Brady, after seeing the impact of fitness extend his career performance and longevity, launched a performance lifestyle brand called “TB12.” In just a few years, the company has expanded to three locations, has more than 60 employees and is doing millions of dollars in e-commerce sales globally.

As we continuously shift toward a society that is willing to push the boundaries of performance and recovery through innovation, and technology becomes further engrained in our daily lives, I firmly believe we are just entering a multi-year stage where rest and recovery technology is set to dominate the world of sports.

What am I talking about?

The NFL has announced Hyperice, a global recovery and movement technology company specializing in vibration, percussion and thermal technology, as their “Official Recovery Technology Parter” — joining the NBA, MLB, PGA Tour, and UFC as Hyperice partners.

For those of you who aren’t aware, Hyperice offers a wide variety of technological tools including percussion massage guns, dynamic air compression boots, thermal/ice compression sleeves, and vibrating massage rollers.

Their goal is simple: to efficiently aid athletes, both professional and recreational, in their quest to rest, recover, prevent injury and perform at their best during athletic events.

The best part?

It’s working.

Almost a decade after CEO Anthony Katz created their first product, Hyperice announced a $47.8 million Series A round in October — which valued the company at $700 million.

Hyperice did about $100 million in revenue last year, project they’ll do “well over $200 million this year,” are “highly profitable,” plan to use the funding to expand their existing retail footprint both domestically & internationally, and firmly cemented their place in the race for a significant share of the $30 billion sports technology market.