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Wearables are a multi-billion-dollar business with more growth expected. Wearable technology is fully entrenched at multiple levels of athletic competition, especially at the National Collegiate Athletic Association (NCAA) and professional levels where these solutions are used to gain competitive advantages by assessing health and performance of elite athletes. However, through the National Science Foundation (NSF) Innovation Corps (I-Corps) training experience, a different story emerged based on pilot interviews from coaches and trainers regarding the lack of trust in wearables, and how the technology falls short of measuring what practitioners need. An NSF I-Corps project was funded to interview over 100 strength and conditioning coaches (S&CCs) and athletic trainers (ATs) regarding the current state of wearables at the NCAA and professional levels. Through 113 unstructured interviews, a conceptual map …