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

Vienna-based AI startup Wictory is taking over The Sports Nutrition Playbook, a Texas service platform built by U.S. sports dietitian Amy Goodson. The companies are calling it a merger on paper, but the operating reality is clear: Wictory is in charge, and the business will continue under the Wictory.com name. Wictory is also dropping its old Wictory.ai domain as part of the move. The deal terms stay confidential, and the existing shareholders are staying involved.

What Wictory is really buying is an easier path into the American market. The Sports Nutrition Playbook, founded in 2023 in Frisco, offers nutrition guidance for professional, college, youth and recreational athletes. More importantly, its model can be billed through health insurance in the U.S. under certain conditions, which can leave users without direct out-of-pocket costs. Wictory says more than 70 million Americans are eligible for that kind of reimbursement, and it singles out U.S. youth sports as its first focus market, pegging that segment at roughly $40 billion.

That matters because it saves Wictory from building two hard things at once: a dietitian network and the reimbursement plumbing that makes the service usable. The acquisition brings more than 30 sports dietitians along with it. It also gives the Austrian startup working insurance channels from day one, instead of asking it to invent the market while selling into it.

The product pitch stays firmly in AI territory. Wictory was founded in 2024 by Klaus Müller and Markus Unterweger and describes itself as a platform for training, recovery and nutrition. The company says its software pulls in real-time data from more than 100 wearables, plus blood panels, photo food logging, audio inputs and recovery tracking, then processes it inside a proprietary system of intelligence. The routine interpretation is left to agentic AI, while the dietitians keep clinical responsibility.

Amy Goodson will become chief nutrition officer of the combined company. She brings more than 20 years of experience and has advised the Dallas Cowboys, the Texas Rangers, the PGA Tour and TCU Athletics. The money for the acquisition comes from a follow-on round backed by existing sports-industry investors, though Wictory is not saying how much was raised. It had previously taken a pre-seed round in the mid six figures from five business angels, including Michael Walchhofer, Hanno Lippitsch, Martin Wild, Sabine Meraner and Karl Lux. Wictory also picked up two recent boosts: selection for AI:AT Factory and admission to Batch 6 of Plug and Play Sportstech, which is meant to support U.S. expansion.