Sports exact too harsh a toll on our beautiful women. Like engendered species, they should be protected, and instead, we exploit them and demand they fly too close to the sun for our amusement. We send them into the arena for an exhausting three-setter, an 18-hole playoff, a 200th lap. The burnout factor is insurmountable.

Vivametrica isn't the only company vying for control of the fitness data space. There is considerable power in becoming the default standard-setter for health metrics. Any company that becomes the go-to data analysis group for brands like Fitbit and Jawbone stands to make a lot of money.