Woxsen University & SixS Sports Launch India’s First Brain Training Lab for Athletes: A CX Revolution in Sports Science
In the world of sports, every second counts. But what if you could train the brain to think faster, react quicker, and make smarter decisions under pressure? Woxsen University and SixS Sports have taken a pioneering leap into this very space. On May 2nd, 2025, they launched India’s first Brain Training Lab for Athletes—a landmark initiative set to redefine sports science, education, and the athlete experience.
Elevating CX in Sports through Neuroscience
Customer experience (CX) isn’t confined to retail, hospitality, or tech. In fact, athletes—whether budding or elite—are consumers of sports education, training infrastructure, and wellness ecosystems. Woxsen University, in collaboration with SixS Sports, recognizes this. Therefore, their initiative focuses not only on physical training but also on cognitive development.
By integrating neuroscience with athletics, the new Brain Training Lab places athletes at the center. It aims to enhance focus, reaction time, and on-field decision-making. Moreover, this innovative lab fosters a high-performance mindset that’s essential for success in elite sports.
Building a Seamless, Tech-Driven Athlete Experience
Woxsen didn’t stop at brain training. The launch also unveiled a State-of-the-Art Sports Science Centre, equipped with the latest in biomechanics technology. Each device adds another layer to the athlete’s journey:
- Motion Capture by Xsens tracks every movement in 3D, offering real-time analysis on and off the field.
- Smart Insoles by Moticon gather data on foot pressure and gait, delivering lab-level insights within regular footwear.
- Surface EMG by Delsys monitors muscle activity during training or rehab, helping athletes understand their own bodies better.
All these tools do more than measure performance—they personalize the training experience. As a result, athletes get tailored feedback that boosts outcomes and reduces injury risks. This, in turn, leads to greater satisfaction, trust, and long-term engagement—key CX metrics even in sports.
Collaboration with Icons Adds Credibility and Connection
In addition to cutting-edge infrastructure, the initiative is powered by powerful voices. Legendary athletes and mentors like Anju Bobby George, Pullela Gopichand, and MSK Prasad have aligned with the mission.
- Anju Bobby George emphasized the balance between sports and education, giving children the freedom to pursue both. She sees this model as a way to democratize access to opportunity, making top-tier training more inclusive.
- Pullela Gopichand highlighted the need for mental mentorship and life preparedness. Many athletes, he noted, excel physically but struggle when sports careers plateau. This collaboration, he said, addresses that gap with a holistic, CX-first approach.
- MSK Prasad echoed these sentiments, stressing that sports are more about attitude than aptitude. Physical literacy, combined with structured education, will give athletes a competitive edge—not just on the field, but in life.
A University with Vision and Validation
Dr. Raul V. Rodriguez, Vice President of Woxsen University, captured the essence of the partnership perfectly:
“This Brain Training Lab marks a turning point. By nurturing both the mind and body, we prepare Indian athletes for global excellence.”
This commitment to excellence isn’t just talk. Woxsen’s School of Business recently ranked #27 in Asia-Pacific in the QS Executive MBA Rankings. Furthermore, the university boasts Asia’s largest sports infrastructure, spread over 60 acres. With 170+ global academic partners, Woxsen blends global perspectives with Indian ambition—thereby enhancing every stakeholder’s experience.
CX Lessons from Sports: Personalization, Technology, and Purpose
This initiative teaches us something broader: great customer experiences start with deep personalization. Athletes are no longer treated as one-size-fits-all performers. Instead, their journeys are understood, measured, and optimized using data and empathy.
Furthermore, technology enhances but doesn’t replace the human touch. Devices like Xsens or EMG offer precision. Yet, it’s the guidance of mentors like Gopichand and Anju that makes the process human. That blend is the secret sauce behind great CX—across industries.
Lastly, there is a clear purpose driving everything: making Indian athletes globally competitive without compromising their mental health or education. When organizations lead with purpose, the experience becomes meaningful, not just transactional.
SixS Sports: Championing the Youth Experience
Antony Chacko, CEO of SixS Sports, added an essential layer to the conversation. Today’s children often face stress from academic and athletic competition. SixS, he noted, is working to bring joy back into both.
He explained:
“The key is balance between education, health, and mental stress.”
By uniting with visionaries like MSK Prasad, Anju Bobby George, and Pullela Gopichand, SixS aims to revolutionize the Indian sports journey. Their mission: to create Olympic champions who are also happy, well-educated individuals.
A New Era for Indian Sports CX
This partnership isn’t just about facilities or fame. It represents a mindset shift—from training harder to training smarter. From seeing athletes as performers to respecting them as whole human beings. And from separating sports and academics to seamlessly integrating them.
As the lines between physical training, mental health, and education blur, CX becomes the unifying force. The Brain Training Lab at Woxsen is a case study in how user experience principles can elevate even traditional fields like sports.
Final Thoughts
The Woxsen-SixS initiative is more than India’s first brain training lab. It’s a blueprint for athlete-centric CX. It shows how combining technology, mentorship, data, and care creates a future-ready, inclusive, and holistic sports experience.
And in doing so, it sets a gold standard—not just for sports science, but for any domain where people matter more than processes.
