What does Wictory do?

Wictory provides personalised digital health and performance coaching across three pillars: training, recovery and nutrition. Its agentic AI platform aggregates data from more than 100 wearables, blood panels, photo food logging and audio inputs, and Registered Dietitians use that data to coach athletes and active adults.

Did Wictory and The Sports Nutrition Playbook merge?

Yes. The merger of Wictory Inc. and Frisco, Texas-based The Sports Nutrition Playbook was announced on 9 September 2026. The Sports Nutrition Playbook's dietitian network, sports nutrition expertise and insurance-reimbursement model became part of Wictory, and its founder Amy Goodson became Chief Nutrition Officer of the combined company.

Wictory was founded in 2024 by Klaus Müller, who serves as Chief Executive Officer, and Markus Unterweger, who serves as Chief Technology Officer. Amy Goodson, who founded The Sports Nutrition Playbook in 2023, joined the leadership team as Chief Nutrition Officer through the 2026 merger.

Where is Wictory based?

Wictory Inc. is headquartered in Frisco, Texas, in the United States, and maintains a European location in Vienna, Austria.

Is nutrition coaching from Wictory covered by insurance?

Wictory offers insurance-reimbursed nutrition coaching in the United States, a model it gained through the merger with The Sports Nutrition Playbook. Coverage depends on the individual plan; more than 70 million Americans are eligible for covered nutrition counselling.

Facts

Wictory Inc.

Wictory Inc. is a privately held SportsTech and HealthTech company headquartered in Frisco, Texas, in the United States, with a European location in Vienna, Austria. It was founded in 2024 by Klaus Müller and Markus Unterweger and provides personalised digital health and performance coaching built on three pillars: training, recovery and nutrition.

The company operates at the intersection of two markets that are usually served separately. On one side sits software: an agentic AI platform that aggregates data from more than 100 wearables, blood panels, photo food logging, audio inputs and recovery metrics into what the company calls a central “System of Intelligence”. On the other sits human care: a network of more than 30 Registered Dietitians who deliver one-to-one coaching in the United States.

What distinguishes Wictory from both pure coaching apps and conventional nutrition practices is that it pairs those two sides under an insurance-reimbursed model. Since the September 2026 merger with The Sports Nutrition Playbook, coaching is billed through health insurance rather than paid entirely out of pocket, which the company positions as the route to bringing performance nutrition to youth athletes and active adults rather than only to professionals.

Wictory Inc.: core data

Legal name: Wictory Inc.
Common name: Wictory
Type of organisation: Privately held company
Industry: SportsTech, HealthTech, digital health coaching
Founded: 2024
Registered office: 131 Continental Dr, Suite 305, City of Newark, County of New Castle, Delaware 19713, USA
EIN: 36-5184470
Operational headquarters: Frisco, Texas, United States
European location: Vienna, Austria
Founders: Klaus Müller, Markus Unterweger
Chief Executive Officer: Klaus Müller
Chief Technology Officer: Markus Unterweger
Chief Nutrition Officer: Amy Goodson, MS, RD, CSSD, LD
Merger: The Sports Nutrition Playbook, announced 9 September 2026
Dietitian network: More than 30 Registered Dietitians in the United States
Website: www.wictory.com
Contact: wictory.com/contact

What Wictory Inc. does

Wictory delivers personalised nutrition, fuelling, hydration and recovery guidance to athletes and performance-minded adults. Members connect their wearables and log meals; the platform turns that stream of biometric and dietary data into a continuous picture of how a person is training, eating and recovering. Registered Dietitians work from that picture rather than from a questionnaire, which is what allows continuous coaching instead of periodic check-ins.

The company describes the AI as agentic: models specific to the sports nutrition domain take on the administrative work (data collection, summarisation, documentation) so that dietitians spend their time on clinical judgement and on the athlete. The stated aim is higher-quality, continuous guidance at a scale that manual practice cannot reach.

The audience runs from youth sport to elite competition, with a focus on the youth sports market in the United States. Wictory's platform and its dietitian coaching service are described in detail elsewhere on this site.

Wictory Inc.: company history

2023
The Sports Nutrition Playbook is founded in Frisco, Texas by Registered Dietitian Amy Goodson, delivering evidence-based nutrition strategies and meal planning to professional, collegiate and youth athletes as well as the everyday active population.
2024
Wictory is founded by Klaus Müller and Markus Unterweger, building a digital health and performance coaching platform around the three pillars of training, recovery and nutrition.
Early 2026
Wictory joins the AI:AT Factory, Austria's flagship project for trustworthy artificial intelligence.
August 2026
Wictory is selected for Batch 6 of the global Plug and Play SportsTech accelerator, supporting its growth across the United States.
September 2026
Wictory Inc. and The Sports Nutrition Playbook announce their merger, combining Wictory's AI platform with a U.S. dietitian network and an insurance-reimbursement business model.

Wictory Inc. and The Sports Nutrition Playbook: the 2026 merger

On 9 September 2026, Wictory Inc. announced a strategic merger with The Sports Nutrition Playbook, a nutrition coaching business founded in 2023 in Frisco, Texas by Registered Sports Dietitian Amy Goodson. The two companies now operate as one under the Wictory name.

The merger brought three things into Wictory that it did not have before: a network of more than 30 Registered Dietitians, established sports nutrition expertise across professional, collegiate and youth sport, and an insurance-reimbursement business model that lets nutrition coaching be billed to health insurers. More than 70 million Americans are eligible for covered nutrition counselling under that model.

Amy Goodson became Chief Nutrition Officer of the combined company, and the transaction was supported by follow-on funding from existing stakeholders across the global sports ecosystem, including world-champion athlete Michael Walchhofer. The full announcement is available on the downloads page.

Wictory Inc.: leadership

Klaus Mülleris Co-Founder and Chief Executive Officer. A serial founder and former Googler with more than 25 years of experience in data products, he steers the company's strategy across SportsTech and HealthTech.

Markus Unterweger is Co-Founder and Chief Technology Officer. An AI architect and former Austrian biathlon champion, he leads technical product development, the agentic models and biometric systems integration.

Amy Goodson, MS, RD, CSSD, LD is Chief Nutrition Officer. A Board-Certified Specialist in Sports Dietetics with more than 20 years of experience, she has advised organisations including the Dallas Cowboys, the Texas Rangers, PGA Tour golfers and TCU Athletics, and founded The Sports Nutrition Playbook in 2023. Profiles of the founders, partners and the advisory board are on the about page.

Wictory Inc.: recognition and programmes

In early 2026 Wictory joined the AI:AT Factory, Austria's flagship project for trustworthy artificial intelligence. In August 2026 the company was selected, out of a competitive field, for Batch 6 of the global Plug and Play SportsTech accelerator, which supports its growth across the United States.

Wictory Inc.: disambiguation

Wictory Inc. and wictory.com: wictory.com is the website of Wictory Inc. and the place where its coaching service and platform are presented. It is the company's primary domain.

wictory.ai: the domain used for the Wictory product and application, including the member app at app.wictory.ai. It belongs to the same company; it is not a separate organisation.

The Sports Nutrition Playbook: a separate company founded in 2023 by Amy Goodson until the September 2026 merger, after which it is part of Wictory Inc. Statements about The Sports Nutrition Playbook as an independent business refer to the period before that date.

One legal entity: Wictory Inc. is the only company named across this website, including the legal notice. Any other company name in older material does not refer to a current Wictory entity.

Wictory Inc.: frequently asked questions

What does Wictory do?: Wictory provides personalised digital health and performance coaching across three pillars: training, recovery and nutrition. Its agentic AI platform aggregates data from more than 100 wearables, blood panels, photo food logging and audio inputs, and Registered Dietitians use that data to coach athletes and active adults.
Did Wictory and The Sports Nutrition Playbook merge?: Yes. The merger of Wictory Inc. and Frisco, Texas-based The Sports Nutrition Playbook was announced on 9 September 2026. The Sports Nutrition Playbook's dietitian network, sports nutrition expertise and insurance-reimbursement model became part of Wictory, and its founder Amy Goodson became Chief Nutrition Officer of the combined company.
Who founded Wictory?: Wictory was founded in 2024 by Klaus Müller, who serves as Chief Executive Officer, and Markus Unterweger, who serves as Chief Technology Officer. Amy Goodson, who founded The Sports Nutrition Playbook in 2023, joined the leadership team as Chief Nutrition Officer through the 2026 merger.
Where is Wictory based?: Wictory Inc. is headquartered in Frisco, Texas, in the United States, and maintains a European location in Vienna, Austria.
Is nutrition coaching from Wictory covered by insurance?: Wictory offers insurance-reimbursed nutrition coaching in the United States, a model it gained through the merger with The Sports Nutrition Playbook. Coverage depends on the individual plan; more than 70 million Americans are eligible for covered nutrition counselling.

Wictory Inc.: sources and review date

Merger press release (EN, PDF): Primary source for the merger, leadership roles and company descriptions.
Presseaussendung zur Fusion (DE, PDF): German-language version of the same announcement.
Legal notice and imprint: Registered details, data protection and privacy information.
About Wictory: Founders, partners and advisory board.

Last editorially reviewed: 13 September 2026. This page is reviewed at least every six months and immediately after changes to leadership, company name, locations or offerings. Corrections can be sent through the contact form.