Merger

Wictory: Vienna SportsTech Firm Acquires Texas Startup for U.S. Market Entry

co-written by newsrooms.ai03. September 2026, 09:00

Klaus Müller, Amy Goodson & Markus Unterweger. © Wictory.com

The Vienna-based AI startup Wictory is acquiring the Texan service platform The Sports Nutrition Playbook, bringing more than 30 sports dietitians and an insurance-billable business model on board. The founders announced the deal this morning. The exact terms remain confidential.

On paper the transaction is framed as a merger, but operationally the Austrians are in the lead: Wictory is taking over the business of U.S. sports dietitian Amy Goodson, which will be continued under the Wictory.com umbrella. The startup is changing its domain along the way, having operated as Wictory.ai until now. All existing shareholders are staying on board, according to the company.

Insurance Billing as the Real Lever

What Wictory is buying above all is market access. The Sports Nutrition Playbook was founded in 2023 by Goodson in Frisco, Texas, and offers evidence-based nutrition guidance for professional, college, youth and recreational athletes. The decisive piece for Wictory is the billing model behind it: in the United States, nutrition coaching can be reimbursed through health insurance under certain conditions, which leaves users with no out-of-pocket cost.

Wictory puts the number of eligible Americans at more than 70 million. As a first focus market, the company names U.S. youth sports, which it sizes at roughly 40 billion dollars. The move speeds up its commercial entry into the United States considerably, because Wictory gains access to an established network of dietitians and to working reimbursement channels instead of having to build both from scratch.

Wearable Data and Agentic AI

Wictory was founded in 2024 by Klaus Müller and Markus Unterweger and positions itself as a digital coaching platform built around three pillars: training, recovery and nutrition. According to the company, the software pools real-time data from more than 100 wearables, along with blood panels, photo food logging, audio inputs and recovery tracking, and processes all of it in a proprietary “system of intelligence.” The idea behind it: the agentic AI handles the routine work of interpreting the data, while the dietitians stay responsible for the clinical judgment.

Müller is a serial founder and former Googler, Unterweger an AI architect and a former Austrian biathlon champion. Amy Goodson, MS, RD, CSSD, LD, becomes chief nutrition officer of the combined company. She has more than 20 years of experience advising sports organizations, among them the Dallas Cowboys, the Texas Rangers, the PGA Tour and TCU Athletics, and appears regularly as an expert in U.S. media.

Follow-On Funding From Existing Investors

The acquisition is financed through a follow-on round from existing stakeholders in the sports ecosystem. Shortly after launching, Wictory had raised a pre-seed round in the mid six figures from five business angels, among them ski world champion Michael Walchhofer, Eversports founder Hanno Lippitsch, former MediaMarktSaturn innovation chief Martin Wild, sports physician Sabine Meraner and Karl Lux (as Trending Topics reported). Walchhofer is participating in the current round as well, according to the announcement. The company is not disclosing the amount.

Wictory has also lined up two door openers recently. Earlier this year the startup was selected for the AI:AT Factory, Austria’s flagship project for trustworthy artificial intelligence. It was then admitted to Batch 6 of the global Plug and Play Sportstech accelerator, which is explicitly meant to support the U.S. expansion.