FLX Sports Names Steve Lund as Chief AI Officer to Lead Innovation in Sports Technology

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FLX Sports Names Steve Lund as Chief AI Officer to Lead Innovation in Sports Technology

SALT LAKE CITY, UTAH — [January 23, 2025]  — FLX Sports, a pioneer in data-driven sports technology, has appointed Steve Lund as its new Chief AI Officer. Lund brings more than three decades of experience across banking, venture capital, finance, and artificial intelligence, and will now lead FLX’s rapidly expanding AI initiatives within its flagship platform, Athlete’s Arena.

Athlete’s Arena is a comprehensive digital ecosystem that unifies athletes, coaches, universities, and brands on one integrated platform. Lund will be responsible for advancing the AI and machine learning systems that power the platform’s predictive recruiting, athlete development, and performance analytics tools by deploying AI agents at every level of sport.

“Steve’s track record in building transformative AI solutions across multiple industries is unmatched,” said Gary Gentry, CEO of FLX Sports. “He has not only worked alongside the original engineers of AI but also brought billion-dollar AI systems to life for Fortune 500 companies. Bringing Steve on board ensures FLX remains on the cutting edge of intelligent sports technology.”

Lund has collaborated with major companies including Apple, HP, and Cisco, where he led the development of a billion-dollar AI system. Over the last 12 years, he has driven AI innovation in healthcare, insurance, financial services, and biotech — even founding and selling five AI startups under venture capital backing. Collectively, these projects raised over $100 million in capital.

“AI is rapidly reshaping every industry — and sports is one of the most dynamic frontiers,” said Lund. “FLX Sports is uniquely positioned to bring real intelligence to athlete development and recruiting. I’m excited to join a company that’s not just building powerful technology, but empowering the entire sports ecosystem with smarter, faster, and more equitable tools.”

Lund’s appointment underscores FLX’s commitment to leading the future of sports through scalable, data-rich solutions. He will operate from FLX Sports’ headquarters in Salt Lake City.

For more information about FLX Sports, visit www.FLXSports.com.

For media inquiries, please contact:
Kevin D. Gulledge, CRO
KevinG@FLXSports.com

www.FLXSports.com

About FLX Sports

FLX Sports is a data-powered sports technology ecosystem designed to unify athletes, coaches, universities, and brands into a single platform known as the Athlete Arena. By leveraging cutting-edge tools and real-time analytics, FLX empowers athletes to take control of their careers, enables coaches to gain competitive advantages, provides universities with compliant support platforms, and offers brands unrivaled access to meaningful data and connections to Empower What's Next.