Heart Rate Monitors on Olympic Athletes’ Parents

Hezly Rivera’s dad was clocked at 181 BPM.

The 16-year-old Rivera was the youngest American competitor in Paris for the 2024 Olympics.

During a qualifying round for the all-team gymnastics competition, Rivera’s father wore a heart rate monitor connected to the broadcast booth.

Right before her routine began, her father’s heart rate was 164 beats per minute. During her routine, it hit 181.

The average heart rate is between 60 and 100 BPM. Had Rivera’s father been jogging, experts would have told him to slow down to a safer pace.

Biometrics Marketing

NBCUniversal called the campaign “The heart of the moment.” It added some new data and helped shine a light on some of the most engaging supporting characters in the Olympic games.

The monitors were sponsored by Figs, a scrubs and medical apparel brand. The company also provided the gear worn by Team USA medics – the first time a country’s medical team has been sponsored.

It’s good visibility for the brand, and the heart rate monitors expand Figs’ impact. According to Figs CMO Bené Eaton, the goal is to “showcase some of the lesser-known, behind-the-scenes emotional stories that go into building bodies that break records.”

The tactic didn’t get widespread coverage throughout the games, but it’s a great example of creative storytelling. It’s a compelling piece of data that’s easy to compare and understand.

It could add compelling context to marketing in other industries, as well. Imagine taking someone’s heart rate as they try a new product for the first time, navigate a subpar customer service experience, or watch a scary movie.

Time will tell if the tactic is used at the upcoming Paralympics or other live events in the future.