Dutch Health Tech Startup Alphabeats Shifts Focus to U.S. Market
Eindhoven, Saturday, 16 November 2024.
Alphabeats, a Dutch health tech startup specializing in EEG technology for mental performance, relocates its headquarters to Orange County, California. The move aims to tap into the larger U.S. market for athletics and sports, coinciding with upcoming major events like the 2026 FIFA World Cup and 2028 Los Angeles Olympics.
Strategic Relocation and Market Expansion
Founded in 2019, Alphabeats has been at the forefront of EEG technology, developing innovative solutions to enhance mental performance through music modulation. The company’s decision to relocate its corporate headquarters from the Netherlands to Orange County is a strategic move to capitalize on the vast U.S. market for athletic and sports-related technologies. CEO Jorrit DeVries, appointed in October 2024, has been instrumental in this transition, emphasizing the importance of proximity to key markets as the U.S. prepares for significant global sporting events[1].
Innovative Technology and Partnerships
Alphabeats’ technology, developed in collaboration with Philips over a decade ago, focuses on achieving the ‘alpha brain state’ through a music-based neurofeedback platform. This technology is now further enhanced through a partnership with Muse, a leader in EEG headwear. Together, they offer a comprehensive mental training tool designed to help athletes attain peak mental performance. This partnership aligns with Alphabeats’ strategy to integrate their app with Muse’s EEG headbands, making their platform accessible to a broader audience[5][6].
Preparing for a Global Stage
The relocation coincides with Alphabeats’ role as the official mental performance partner of USA Triathlon’s Project Podium at Arizona State University. With upcoming events such as the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles, Alphabeats aims to position itself as a key player in the sports technology arena. By leveraging these high-profile events, the company expects to amplify its brand and expand its user base significantly[1].
Financial Ambitions and Future Prospects
Having raised approximately $4.2 million, Alphabeats is actively pursuing additional funding to enhance its sales and marketing efforts. The company plans to close its current funding round in early 2025, which will be crucial for its expansion strategy in the U.S. market. DeVries’s vision is to create a ripple effect, proving the efficacy of their technology with elite athletes and subsequently attracting a wider audience, including everyday users seeking enhanced mental performance[1][5].