Willpower World of Sports @ Formula 1 Austin
Your World of Sports Day
Join consumer brand leaders, sports executives and human performance teams for a day of conversations, movement and hands-on experiences during Formula 1 race week.
Thursday, October 22, 2026 · Padel39 East Austin
8:00 a.m. optional morning movement · 9:00 a.m. main event opens · 5:00 p.m. finish
All times are Central. Attendance is by request and approval.
Your Day at a Glance
8:00 a.m. · Optional run + workout with LSKD and Faves, or ruck with GORUCK, Huckberry and Kane.
9:00 a.m. · Main event opens.
9:15 a.m. · Welcome with Bill Murphy.
9:30 a.m. · The Race Week Playbook.
10:15 a.m. · The New Franchise.
Between panels · Networking + brand activations before Inside the Deal.
11:30 a.m. · Inside the Deal.
12:15 p.m. · Lunch by sweetgreen + Padel with the Pros.
1:30 p.m. · Owning the Customer.
2:00 p.m. · Building Brands & Community.
2:30 p.m. · Networking break.
3:00 p.m. · The Human Performance Protocol.
3:45 p.m. · Sharing the Data.
4:30 p.m. · Padel Happy Hour.
5:00 p.m. · Main event concludes.
Plus two special NBA guests. Identities under wraps.
Experiences Throughout the Day
Ghost Lab: Explore human performance technology and wearable demonstrations with Afference. Thursday is a preview of the full Ghost Lab experience on Friday.
Longevity Lounge: Recovery experiences with Ammortal, plus IV drips and B12 shots from GetWell Health for VIP guests.
BodySpec DEXA scans: On-site body-composition scans with BodySpec.
Wellness Bodega: Product discovery and gifting from AG1, Create, David Protein, Ketone-IQ, Grüns, Magic Mind, Day/Dream, AVRO Life, Skout Organic and AO2 SKIN.
The Paddock + Brand Village: Meet participating brands and explore their products and activations between sessions.
Padel + Happy Hour: Get on the courts, connect with other guests and join the closing reception at 4:30 p.m.
Before You Arrive
Recommended attire: Athletic casual. Comfortable sneakers and breathable clothing work well for moving between panels, brand experiences and the courts.
Joining the morning movement? Arrive ready to train in workout clothes and athletic shoes. Bring a change of clothes if you would like to freshen up before the summit.
Morning ruck: Join GORUCK co-founder Emily McCarthy. Limited loaner gear is available from GORUCK.
Bring: A refillable water bottle and sunscreen for time outdoors.
Lunch: sweetgreen at 12:15 p.m.
Location: Use the venue details in your approved Luma registration for arrival.
Brands Attending + Event Partners
Consumer brand leaders, sports executives and the partners bringing the day to life.
Willpowered by Vibe, our platinum partner.
Event partners: Optimizely · Hotspex Media · Anthropy Partners · Paul Street · Faves · LSKD · Retention.com · IM8 · Custom Ink · Ammortal
Sports partners: UT Austin Longhorns · LOVB Volleyball · Cadillac F1 Team · Aston Martin Aramco Formula One Team · San Antonio Spurs · Austin FC
Friday, October 23 · Separate RSVP Required
Staying in Austin? These are separate events, each requiring its own RSVP and approval.
Gevity Member Day · 9:00 a.m.–7:00 p.m.
Work, train and recover at Gevity Social Wellness Club. Breakfast and coffee from 9–10 a.m.; workspace, gym, sauna, cold plunge and Recovery Lab throughout the day. Optional mat Pilates at 1:30 p.m.; private recovery sessions can be booked on arrival.
View details + request a spot at Gevity
Ghost Lab · F1 Friday · 9:00 a.m.–7:00 p.m.
A full day of human performance demonstrations at The Yard in South Austin, hosted by Cody Wayne Burkhart, with Vollebak, Evolve, KinetikIQ, Measured Motion and more. Happy hour + open lab from 5 p.m. Entry details are shared with approved guests.
View details + request a spot at Ghost Lab
Willpower connects consumer brand leaders through curated events, shared experiences and useful relationships. Explore World of Sports · willpowerhq.com