Four-time Tour de France champion Chris Froome has stepped into the sportech arena, joining French startup Vekta as both an investor and its new Director of Innovation.
The endurance-focused training platform leverages artificial intelligence to deliver personalized coaching solutions for athletes, positioning itself at the intersection of performance science and data-driven optimization.
Froome’s involvement signals a growing trend of elite athletes transitioning into tech-backed ventures, particularly in the performance and recovery space. His role is expected to go beyond financial backing, contributing to product development and innovation strategy.
Vekta has already attracted interest from within the professional peloton, with cyclists Valentin Madouas and Eddie Dunbar also joining the project as investors.
The move underscores how AI-driven training platforms are increasingly appealing to high-performance athletes seeking marginal gains, while also opening new commercial pathways beyond traditional sponsorships.