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ELECTRONICS | Chips & Semiconductors

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Founded Year

2002

Stage

Series B | Alive

Total Raised

$15M

Last Raised

$15M | 17 yrs ago

About SiNett Corporation

SiNett Corporation is a Electronics/Chips & Semiconductors company based in Sunnyvale, California. SiNett Corporation's investors include Clearstone Venture Partners, Matrix Partners and Alliance Venture Management.

SiNett Corporation Headquarter Location

640 West California Avenue Suite 200

Sunnyvale, California, 94086,

United States

408-522-4800

Latest SiNett Corporation News

Backbridge to the Future: Plugging Into Five Pieces of Foam Expanded My View of Technology

Sep 13, 2021

Backbridge to the Future: Plugging Into Five Pieces of Foam Expanded My View of Technology We think of tech as high-powered gadgets that extract data and motivate us to go faster and faster. But some of the most important tech can be simple devices without any electronics that force us to slow down and find the reset button. (Photos courtesy of Backbridge) September 10, 2021 SportTechie’s Sandbox is where we share our experiences testing products, gear, solutions and more in the sports tech space. Have something you want us to get our hands on? Pitch us at [email protected] * * * * * At SportTechie, we often challenge ourselves about our definition of technology and how that influences what we cover in our stories and spotlight at our events. It’s also a question we ask subjects of our Tech Talk interviews: What does the word technology mean to you—especially in the context of sports? After more than two years running the edit team at SportTechie, and after nearly two decades before that covering sports at newspapers and magazines, I’ve landed here: technology is anything that makes a process better, whether you plug it in or not. (Not plugged in?! We’ll get to the Backbridge, a small stack of foam blocks that changed my mind and my life, in just a minute. )  In a January 2020 Tech Talk , Cleveland Cavaliers CIO Mike Conley said: “Technology is really about solving problems.” He added that tech is usually the end product of innovation—that is, the out-of-box thinking that dreams up different ways of approaching things. But, he warned, even if technology is game-changing the “biggest challenge” will still be “getting people to buy in and adapt to it.”  Shortly after Conley’s interview was published, I was invited by a trusted PR woman to Tru Whole Care , a medical facility in midtown Manhattan. It’s where I first met Todd Sinett, the creator of the Backbridge and a chiropractor who had recently published the book, Sit-ups Are Stupid and Crunches Are Crap. Color me skeptical, but the idea flew in the face of pretty much everything I’d been told since about the third grade. At first glance—even with Conley’s words still fresh about embracing new ways—I wasn’t buying it even though I desperately needed a solution. There are bad backs, and then there’s mine, which has been terrible since I first hurt it when I was 17. (If the PR woman you occasionally work with two decades later thinks of your bad back as something of a personality trait, well, it’s an issue.) As a teenager with two underlying autoimmune diseases that wouldn’t be fully discovered for another decade, healing was never easy and my back never fully recovered. But I didn’t stop playing: there was high school football and baseball, a little college football, then running, hiking, tennis, golf, endless pick-up basketball, a way-too-intense media softball league in Central Park, martial arts, and CrossFit—all through pain until my mid 30s. The concepts you read about on SportTechie—muscle imbalances, asymmetries, biomechanics, load management and the like—were never part of any coaching I’d ever received as a sickly wannabe-Rudy child of the 1980s. But the damage was undeniably there, even if I didn’t have the right words to describe them until much later in life. I compensated for as long as I could (hip flexors on fire, trying to do the work of glutes) but some clichés ring so true you must use them: eventually the wheels fell off. By early 2020, I was bed-ridden for many days at a time. When I was up and about, it was a struggle to hold my kids. I couldn’t escape the ever-tightening grip of chronic pain. With my body out of alignment and ranges of motion severely limited, I’d developed an ankle problem, a hip problem, a quad problem, and a shoulder/neck problem on top of persistent lower back pain. These issues were all on the right side of my body. I long ago discovered that humor isn’t actually the best medicine, but it helped to tell people, “I feel like the left side of my body could do an Ironman, and all the right side of my body can do is iron, man.”  My prevailing thought: If I could just get my core stronger, then everything else would fall into place. I began learning that my belief was misguided. You can read the interview that ran in April 2020, in which Sinett explained that the front and back sides of your body need to be “pulling” equally in opposite directions, like strings on opposite sides of a tent holding it upright. Doing more forward-leaning stuff—exercises like crunches or even being hunched over at my laptop—was only going to make matters worse. Sinett, I came to learn, isn’t the only one preaching this philosophy in the fitness world. But he came up with a unique solution. I left that day with a Backbridge, the small foam device that Sinett invented for at-home and on-the-go care. Ten inches wide, 21 inches long, and weighing less than five pounds, it has five interlocking foam arches. The base is two inches high, and each additional level is 1.25 inches, giving its crest a height of seven inches when fully assembled. You place it on the floor and lie back on it, adding levels for progressive stretching. Being in this position promotes spinal extension over flexion; it decompresses the spine, stretches your back muscles, and helps restore equilibrium between the front and back sides. It’s the same idea as lying outstretched over a large physio ball, which is how Sinett got the inspiration in the first place to find a more stable solution. We didn’t know it at the time, but this piece of—yes—technology became the origin of SportTechie’s Sandbox series. In this relatively new space, we’ve tried Vicon Blue Trident IMU sensors in the 200-meter dash ; we’ve drenched ourselves in sweat to test the Gatorade Gx sweat patch; and we learned from Whoop that parenting is essentially a full-contact sport . These kinds of stories will be a greater focus going forward— go ahead, pitch us —and it’s all due to the Backbridge. In talking about it during edit meetings, we realized we had insights to share by going hands-on with products in an industry that is constantly innovating. More than anything, the Backbridge gave me the kind of relief I never could dial in on a foam roller, which is designed for mobilization and activation exercises whereas the Backbridge allows for passive spinal awareness. In this way, the Backbridge is like an Invisalign for the spine. It gave me stability and even the feeling of weightlessness, as if I were being supported by water in a pool. I use the Backbridge daily, even propping up the first level vertically for support when sitting in a car or at a desk. I’ve also purchased a handful of them for friends and family, with positive outcomes. But the utility of the Backbridge goes beyond helping regular people find their way out of pain. It’s a tool that can help prevent trips to the injured list in the first place, even for advanced athletes who have one thing in common with the rest of us: We all live in a forward-leaning world holding kids, sitting in cars or busses or planes, and scrolling endlessly on our phones with hunched shoulders. I asked an elite trainer who works with pro athletes why he uses the Backbridge. “I could work through rounds of cat-cow or upward dog to train myself out of spinal flexion, but those are active moves that require energy. Three 60-second rounds on the Backbridge gives me time in spinal extension with a completely relaxed central nervous system,” he says. “It’s a perfect way to end the day. I’ve already trained hard and put wear and tear on my body, so I just need time and exposure to the arched position, not work.” Biomechanics have become a pillar of the sports tech industry, with countless resources going into the creation of wearables, cameras, and computer vision solutions to extract the kind of data that can establish baselines, help athletes return from injuries, and project long-term success when millions of dollars are on the line. (Exhibit A: Look at what our Modern @thletics columnists are building for quarterbacks at BreakAway Data.) These tools measure every minute degree of change in athletes’ bodies, and the Backbridge has the potential to become a staple in athletes’ quivers to help them stay within prescribed limits. The next step should be a collaboration between Sinett and biomechanics specialists to scientifically determine the Backbridge’s measured impact on performance and recovery. As for my recovery, the Backbridge has been a key part of a process that enabled me to have an active lifestyle again. That process included becoming a paying customer at Tru Whole Care shortly after that first visit 19 months ago. More an applied kinesiologist than a chiropractor, Sinett helped me see how diet and stress also factor into back pain. (Turns out he had far more to offer than a made-you-look book title; he works with pro athletes, including a hockey Hall of Famer). I’ve also received physical therapy at Tru Whole Care, as well as treatment from Dr. Yuriy Shepelyak , a non-surgical orthopedist who specializes in PRP and prolotherapy. The latter, in particular, has been vital in restoring strength and range of motion across trouble spots that once upon a time I believed could only be fixed with surgeries. The Backbridge , to put a fine point on it, is the tool I’ve been able to best use between appointments to help my body. I’m now able to carry my kids on my back, as in both at the same time. I can hike, fish out of a kayak for hours on end, and play sports again. For the record: SportTechie senior writer Andrew Cohen, who is much younger, couldn’t handle my tennis serve during a recent outing when we Sandbox-tested other gear. (Felt I should mention it because he’ll leave it out of his story.) The multi-pronged setup at Tru Whole Care is similar to the collaborative, all-hands approach used by pro teams across all sports (it even has onsite X-ray capabilities). And having been on those tables, and having seen the out-of-box thinking that pops up in our feature stories, I feel as if I’ve glimpsed the future of what is possible to further enhance athlete care. Some teams are already on the cusp of it, but certainly not the industry. It’s a future that embraces the likes of Gary McCoy, the Australian athletic trainer whose different ways of doing things led to an injury-free baseball season in Taiwan. It’s a future that embraces the likes of Nan-Wei Gong , the CEO of Figur8, and Justin Hafner , the CEO of KinoTek—two entrepreneurs among many who are working in the biomechanics space to better understand and prevent injuries with data insights. It’s a future where biomechanics data becomes an in-season staple as much as it is used to make off-season enhancements at places like Driveline Baseball. It’s a future where athletes undergo biomechanics assessments after games or practices—or even during competition with the right computer vision—and receive recovery treatment based not just on how they feel, but also on what the data is saying could be lurking on the horizon. It’s a future where big leaguers no longer pull a hamstring simply running to first because they’d recently made a couple cross-country flights, sat too long on the bench over the past few innings, paid no attention to body alignment since maybe spring training, and ultimately suffered from imbalances and a stiff back. It’s a future where you can easily wrap your head around the idea of five pieces of curved foam being called technology because it makes the process better. Question? Comment? Story idea? Let us know at [email protected] Photo credits: Courtesy photos

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