LifeBEAM Named Official Bio-Sensing Technology for Ultra Race of Champions


July 20, 2015 (Auburn, CA) – The Ultra Race of Champions (UROC) proudly announced today that LifeBEAM has signed on as the race’s official wearable bio-sensing technology. As the World’s most advanced wearable instruments for measuring human performance, LifeBEAM is the perfect partner for a race that is breaking barriers in the sport of ultra distance running. The 2015 UROC race will be held in Auburn, California on September 26, 2015, and includes the UROC 100k, Über Rock 50k and Cruxy Half Marathon.

“UROC is about performance at all level of abilities”, says James Russell Gill III, Bad to the Bone’s CEO and the Race Director of the Ultra Race of Champions. “LifeBEAM is also elevating the sport to new high-tech levels with its line of bio-sensing Smart Hats and Smart Visors. We are excited about the partnership because LifeBEAM and UROC alike are breaking new ground in the sport.”

This year’s UROC race retains its $20,000 prize purse, split evenly between the top five males and females. One of the unique aspects of the Ultra Race of Champions is its ability to allow elite and amateur runners to compete against each other on the same day and same course and to interact socially pre and post event. The 2015 course in Auburn, California showcases a challenging and picturesque trail course following the American River.

"LifeBEAM developed the world's most advanced wearable fitness technology to withstand the most intense physiological situations," LifeBEAM's CEO and co-founder, Omri Yoffe said. "We're excited to be one of the official sponsors at the 2015 UROC event, and to see athletes competing with the LifeBEAM Smart Hat in this incredible challenge of human strength and endurance."

“I am very happy to introduce LifeBEAM to the UROC participants”, says Dr. Francesca Conte, the President of Bad to the Bone and UROC. “Long distance running is the perfect sport for products like the LifeBEAM Smart Hat and Smart Visor and there is no better stage than UROC. I am sure the competitors who are not already familiar with the product will fall in love with it. LifeBEAM will be preset at the Friday and Saturday Expo in Downtown Auburn, giving an opportunity to the participants to test it before the race.”

Registration for the Ultra Race of Champions and its sister events is currently open at Sponsor and media inquiries can be directed to Dr. Francesca Conte at

About LifeBEAM

A pioneer in bio-sensing hardware, analytics and software, LifeBEAM makes the world's most advanced wearable instruments for measuring human performance. The company offers an array of products for B2B clients, consumers and government agencies. The company is based in Israel with operation centers in the US and China. For more information, visit

About the Ultra Race of Champions

The mission of the Ultra Race of Champions is to create the Championship for the sport of ultra distance running. Elite runners are invited based on the recommendation of the Ultra Race of Champions Elite Advisory Council and their performances at key events in the sport all over the world. The UROC Elite Advisory Council includes some of the best ultra runners from around the World: Geoff Roes, Dave Mackey, Michael Wardian, Devon Yanko, Ian Sharman and Anna Frost. The Best of the Best, One Course, One Day. For more information, visit or find it on social media on Facebook at “Ultra Race of Champions” or on Twitter #UROCUltraRace, #BeAChampion.

About Bad to the Bone Endurance Sports

By directing premiere road and trail events all over the United States, Bad to the Bone Endurance Sports strives to motivate runners of all backgrounds to challenge themselves. For over 13 years, Bad to the Bone Endurance Sports events have reflected owners James Russell Gill III and Dr. Francesca Conte decades-long knowledge and passion for running.

About Auburn, California

The City of Auburn is considered one of the best places to live in Northern California and the "Endurance Capital of the World". It's bordered by the beautiful American River Canyon and nestled in the western foothills of the Sierra Nevada Mountains. Located at the crossroads of I-80 and historic Highway 49, Auburn is the county seat of Placer County. The City encompasses approximately 7.5 square miles and has a population of 12,800. Situated at elevations between 1,000 and 1,400 feet, the surroundings offer an awesome seasonal change. Thanks to its spectacular network of trails by and near the American River, Auburn is home to many endurance events every year.