XO Armor: Revolutionizing Sports and Medical Care

It began when an Auburn athletic trainer and an Auburn engineering professor collaborated to create custom 3D-printed protective devices for two injured Auburn football players. Each player went on to score a touchdown while wearing their device. 

Game on. 

With support from Auburn’s New Venture Accelerator, XO Armor was formed to commercialize its unique 3D printing solution. The company quickly engaged athletic trainers at universities and NFL teams, offering powerful, easy-to-use technology that allows trainers to create customized protective gear tailored to each athlete’s needs.

The recently expanded leadership team has developed a unique service delivery model, transforming XO Armor from a promising concept into a growing leader in the sports and medical industries. 

The Results Speak for Themselves 

In the past six months, XO Armor has rapidly signed new clients in its core market—collegiate and professional football teams. From the University of Michigan to the New York Jets, XO Armor partners with top athletic trainers and teams.

Auburn’s New Venture Accelerator interviewed CEO Joe Bingold and CMO Sarah Cooley to discuss how they, along with founder Michael Zabala, are driving growth in sports applications and expanding into medical care markets. 

A Solid Athletics Foundation 

XO Armor’s story began with Anthony “Flash” Schwartz, an Auburn wide receiver who broke bones in his hand during a 2019 early season game. Eager to play against Texas A&M, Schwartz’s trainer asked Zabala to create a brace that would protect his hand while allowing him to play. Zabala scanned Schwartz’s hand and 3D-printed a thin, durable brace in two days. Schwartz scored a 57-yard touchdown with his protected hand. 

In the same game, Auburn’s other star receiver, Seth Williams, scored a touchdown with a brace Zabala printed to protect his injured shoulder. “It was like Auburn biomechanics scored 14 points that day,” Zabala said. 

Fast Forward: A Year of Transformation 

When Joe Bingold joined XO Armor a year ago, he scrutinized the service delivery model, asking, “How can we make this technology as easy, cost-effective, and empowering as possible?” The team knew their wrist splints, thumb spica splints, AC guards, and other devices were highly effective. The challenge was to accelerate and scale the customized design and 3D printing process. 

The Delivery Model Challenge 

XO Armor’s solution was to develop an integrated package of specialized software, a scanner, and a 3D printer for athletic trainers. Trainers scan their athletes and are enabled to manipulate the files and send them directly to the printer in the trainer’s office, allowing for easy, custom-fitted device printing. 

• For the team: No up-front costs, unlimited custom prints for a low flat monthly fee, and world-renowned engineering support deliver unrivaled athlete protection. 

• For XO Armor: A replicable process, recurring revenue stream and a growing portfolio of satisfied customers eager to recommend XO Armor. 

“We now have a reliable, repeatable sales model for sports,” says Bingold. “It is a delight to onboard new teams and see them quickly incorporate our technology.” 

With a sound strategic delivery model, the company is expanding its focus to other collegiate sports – including baseball, soccer, and hockey – as well as MLS, MLB, and the NHL. High school and middle school coaches, trainers, and athletes are also on the prospect list. 

Expanding Market Opportunities 

With athletics thriving, Bingold, Zabala, and the XO Armor team explored markets beyond competitive sports. They identified a growing segment in the medical market – orthotics. Orthotists, who make fitted braces and splints for a wide range of patients, from children to senior citizens, represent a significant opportunity. 

Enter CMO Cooley 

CMO Sarah Cooley, who joined a few months ago, brings a wealth of marketing experience from a physical therapy clinic and eight years at Nike. Her insights, skills, and market-specific expertise are exactly what XO Armor needs to advance. 

Traditionally, orthotists take physical measurements of patients and send the data to manufacturers, a process that takes weeks and occasionally results in ill-fitting devices. “Our approach is much more exact,” says Cooley. “We offer a significantly quicker turnaround time—often less than an hour compared to weeks.” 

ROI Plays an Even Bigger Role  

The integrated services delivery strategy developed for athletic trainers fits perfectly in the orthotics market. The flat fee, unlimited device printing model positions XO Armor as a revenue-generating opportunity while delivering superior protective devices.  

“They pay nothing up front,” notes Cooley. “With our subscription model, they can monetize a manageable monthly fee across as many patients as they need.” 

“Athletics proved our value,” says Cooley, “but the medical market is much bigger.” 

Market-specific Expertise 

Cooley isn’t the only new hire with relevant experience. XO Armor recently hired their first certified orthotist with 25 years in the industry. “He knows the market intimately and understands the challenges medical professionals face,” says Cooley. “Using the XO Armor platform is so efficient that it frees up time for them to see more patients.” 

The first applications of the XO Armor system covered the hand and shoulder. Now, the focus is on the wrist/hand and ankle/foot, the most common requests from orthotists. 

In adult nursing facilities and other care settings, there is high demand for wrist and foot orthotics. These are traditionally difficult and expensive to make, but XO Armor can produce them quickly and at a fraction of the cost. 

Unique Challenges and Solutions 

“It is important to note the unique challenges of fitting orthotics to patients over 65,” says Cooley. “Their wrists and ankles are often very thin, and their skin can be quite frail. Traditional orthotic devices tend to be overly restrictive and can be painful to wear. We can create exact, extremely customized orthotics from a wide variety of materials to conform to their individual hands and feet without the ill-fitting and abrasive complications other approaches can inflict.”  

The Future is Bright – and Getting Brighter 

Success breeds success, and XO Armor continues to build out their team to meet the individual needs of their ever-broadening customer base. 

“When it comes right down to it, it’s all about the individual,” emphasizes Bingold. “The individuals we serve with highly customized protective devices, the individuals who continue to develop the next level of 3D printing technology, and the individuals we are hiring and onboarding to bring these unique, value-added devices to market.” 

XO Armor’s journey from a collaborative effort between an athletic trainer and an engineering professor to a leader in sports and medical protective gear is a testament to innovation and dedication. By focusing on individual needs and leveraging advanced 3D printing technology, XO Armor is not only revolutionizing the way athletes and patients are protected but also setting new standards in the industry. With a strong foundation, a growing team, and an expanding market presence, XO Armor and Auburn’s New Venture Accelerator are excited for the road ahead. 

For more information about XO Armor visit their website HERE. 

For more information about the New Venture Accelerator visit their website HERE.