Data utilization and flow

In the world of data economy, users produce valuable data with literally every step they make. However, because it remains stored with a single provider, every ecosystem player is participating in the race to come up with a better mechanism to lock a user within one platform. For this reason, market players become discouraged to offer integration and data sharing mechanisms. The second factor contributing to this situation are data protection laws that, for good reasons, prevent companies from freely sharing users' personal data not only with other businesses, but also within t hecompany itself. If consumers allow personal ownership of sports and health data, users who can manage their health information processes will be able to share the data they need, and providers will be provided with optimized health information. The sports and wellness market includes a wide variety of players who cover various aspects of user behaviour like choosing a fitness trainer, an exercise regime, a gym, healthy diet and supplements, sports clothes and shoes. Healthy lifestyle enthusiasts owning the data collected from a variety of sources could make the bestuse of it by connecting multiple industry products and services that enable all key players to profit fromthis free flow of data. Due to the lack of a mechanism allowing users to effectively share their sports and health data, the sports and wellness industry cannot offer user-centred products and services for all aspects of a healthy ifestyles.