Florida startup Fit:Match chose Houston for its first location of its AI-enabled retail store. Photo via shopfitmatch.com

In November, on the first floor of Friendswood's Baybrook Mall, wedged between the Abercrombie & Fitch and the Apple Store, a small studio popped up. At the window, a bubblegum assortment of balloons replaced the usual spruced-up manakin, and the shop is sparse for racks of clothing.

That's because the Fit:Match studio isn't really trying to sell clothes — it's trying to help you buy them online. By fusing artificial intelligence with retail shopping, Fit:Match makes ordering clothes online more trustworthy. The writing on the walls promised to revolutionize the way that people could: "Shop what fits. Not what doesn't," reads a neon sign. The tech might not only reduce long waits for the dressing room — it could abolish it altogether.

"You never have to try on clothes again," says Haniff Brown, founder of the Florida-native startup.

The store does have a fitting room, but Brown says it's not really for trying on clothes — it's for preparing to "get fitched," the process through which the imaging tech measures a customer's body.

It's fitting that the pop-up sits next to the iPhone giant. Fit:Match uses the same 3D imaging tech as Apple's FaceID, Brown says, which blasts infrared light at thousands of dots at a user's face. Where the light bounces off, the AI technology images the person's face. The sensors at the Fit:Match studio in Baybrook Mall expand this to the rest of the body. In 10 seconds, the AI sensor lets people sketches a customer's shape through 150 measurements.

Those measurements become indicators of how well a piece of clothing will fit the wearer. In the initial phase of the project, Brown's team fitched thousands of women — wanting to keep things neat, the company hasn't ventured into men's fashion yet — and compared the scores of the AI's algorithm with how the women scored their own clothes.

Now, once a customer has been fitched at the Baybrook studio, she can log online through an app or the company site and sift through thousands of clothes that will likely fit her. Each clothing item — mostly smaller brands that range from eclectic pieces and dresses to athleisure right now, Brown says, although he's already working to partner with better-known labels — is rated with a percentage of how well it's likely to fit the individual customer, based on her measurements and on how snug or loose she likes her wear. From the array of brands, she'll get specific matches — clothes that have a 90 percent chance or higher of fitting — that might look completely different from a friend's. Over time, the app will also update her on the latest matches.

"You're going to have this personalized wallet," Brown says, adding that this will also decrease a store's rate of return. "You will see a completely truncated assortment of clothes that are meant to fit you."

The Baybrook Mall hosts Fit:Match's first location. Brown says he chose the Houston area for its size and demographics, calling it a "hotbed to test new ideas, to get traction, to get customer feedback," and is even considering expanding to the Woodlands Mall and other places around Texas, too. It's also not far from the Austin-based Capital Factory, which brought Fit:Match under its wing late last year to help the startup raise $5 million.

In the meantime, the five-member management team at Fit:Match is focused on getting more Houstonians fitched. In the first month of operations, the studio measured more than 1,200 mallgoers, and Brown says the company could fitch a quarter million in the next two or three years.

"We think that the opportunity here is immense," Brown says.

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CultureMap Emails are Awesome

Houston startups raise funding, secure partnerships across space, health, and sports tech

short stories

It's been a new month and a few Houston startup wrapped up November with news you may have missed.

In this roundup of short stories within Houston startups and tech, three Houston startups across health care, space, and sports tech have some news they announced recently.

Houston digital health company launches new collaboration

Koda Health has a new partner. Image via kodahealthcare.com

Houston-based Koda Health announced a new partnership with data analytics company, CareJourney.

"This collaboration will aim to develop benchmarking data for advance care planning and end-of-life metrics," the company wrote on LinkedIn. "Koda will provide clinical and practice-based expertise to guide the construction of toolkits, dashboards, and benchmarks that improve ACP programs and end-of-life outcomes."

Koda Health announced the partnership in November..

“Beyond the checkbox of a billing code or completed advance directive, it’s important to build and measure a process that promotes thoughtful planning among patients, their care team, and their loved ones,” says Desh Mohan, MD, Koda's chief medical officer, in the post.

CareJourney was founded in 2014 in Arlington, Virginia.

"I'm hopeful next-generation quality measures will honor the patient’s voice in defining what it means to deliver high quality care, and our commitment is to measure progress on that important endeavor," noted Aneesh Chopra, CareJourney's co-founder and president.

Sports tech startup raises $500,000 pre-seed investment

BeONE Sports has created a technology to enhance athletic training. Photo via beonesports.com

Houston-founded BeONE Sports, an athlete training technology company, announced last month that it closed an oversubscribed round of pre-seed funding. The company announced the raise on its social media pages that the round included $500,000 invested.

Earlier in November, BeONE Sports completed its participation in CodeLaunch DFW 2022. The company was one of six finalists in the program, which concluded with a pitch event on November 16.

Space tech company snags government contracts

Graphic via cognitive space.com

The U.S. Air Force has extended Houston-based Cognitive Space’s contract under a new TACFI, Tactical Funding Increase, award. According to the release, the contract "builds on Cognitive Space’s work to develop a tailored version of CNTIENT for AFRL to achieve ultimate responsiveness and optimized dynamic satellite scheduling via a cloud-based API.

The $1.2 million award follows a $1.5 million U.S. Air Force Small Business Innovation Research award that the company won in 2020 to integrate CNTIENT with commercial ground station providers in support of AFRL’s Hybrid Architecture Demonstration program.

“The TACFI award allows Cognitive Space to continue supporting AFRL’s vitally important HAD program to help deliver commercial space data to the warfighter,” says Guy de Carufel, the company’s founder and CEO, in the releasee. “CNTIENT’s tailored analytics platform will enable HAD and the GLUE platform to integrate modern statistical approaches to optimize mission planning, data collection, and latency estimation.”

Houston airport powers up new gaming lounge for bored and weary travelers

game on and wheels down

Local gamers now have a new option to while away those flight delays and passenger pickup waits at Hobby Airport.

Houston's William P. Hobby Airport is now one the first airports in the country to offer what's dubbed as the "ultimate gaming experience for travelers." The airport has launched a premium video game lounge inside the international terminal called Gameway.

That means weary, bored, or early travelers can chill in the lounge and plug into15 top-of-the-line, luxury gaming stations: six Xbox stations, five Playstation stations, four PC stations, all with the newest games on each platform. Aficionados will surely appreciate the Razer's Iskur Gaming Chairs and Kraken Headsets, along with dedicated high speed internet at each PC station.

The Gameway lounge pays homage to gaming characters, with wall accents that hark to motherboard circuits Crucial for any real gamer: plenty of sweet and savory snacks are available for purchase to fuel up on those fantasy, battle, or sporting endeavors. As for the gaming console stations, players can expect high definition screens, comfortable seating, and plenty of space for belongings.

Make video games a part of your pre-flight ritual. Photo courtesy of Gameway

This gaming addition comes just in time for the holiday rush, when travelers can expect long lines, delays, and are already planning for extended time for trips. As CultureMap previously reported, Hobby will see a big boost in travelers this season — the largest since 2019. Now, those on a long journey can plug in, decompress, and venture on virtual journeys of their own.

Texan travelers may be familiar with Gameway; the company opened its first two locations at Dallas Fort-Worth Airport. The buzzy lounge an industry wave of acclaim: Gameway was awarded Best Traveler Amenity in 2019 at the ACI-NA Awards and in 2020, voted “Most Innovative Customer Experience” at the Airport Experience Traveler Awards, per press materials.

Two new locations followed in 2021: LAX Terminal 6 and Charlotte Douglas International Airport. The first of Gameway's Ultra lounge brand opened in September at Delta's Terminal 3 in LAX.

Gaming culture is a way of life in the Bayou City , which hosts Comicpalooza, the largest pop culture festival in Texas, and is home to several e-sports teams, including the pro esports squad, the Houston Outlaws.

A delayed flight never seemed so ideal for gamers flying out of Hobby. Photo courtesy of Gameway

“Gameway is the real reason to get to the airport early,” said Co-Founder Jordan Walbridge in a statement. “Our mission is to upgrade the typical wait-at-the-gate experience with a new stimulating, entertaining option for travelers of all ages.”

Here's guessing Hobby might just see an increase in missed or late flight arrivals — as travelers simply must beat those big bosses, solve puzzles, or win sports matches in the lounge.

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This article originally ran on CultureMap.