SMOOTHIES, SPORTS MASSAGES, AND COACHING – LOGITECH G PRO ALLIANCE LOUNGE AT IEM COLOGNE ALLOWS ATHLETES TO REFUEL, RELAX AND RECOVER – logi BLOG

The rise of esports challenges traditional notions of what it means to be an athlete. While the physical demands may differ from those of traditional sports, the combination of mental understanding, strategic thinking, and physical precision required in esports is undeniably a test of human performance. As the industry continues to evolve, we will likely see an even greater emphasis on optimizing esports performer’s physical and cognitive needs, further blurring the lines between traditional sports and competitive gaming.

At IEM Cologne 2024, Logitech G took the first steps towards supporting esports athletes in human performance by adding the PRO ALLIANCE Lounge. Making its debut at the Intel Extreme Masters (IEM) Cologne Counter-Strike Playoffs at Lanxess Arena, August 16-18, this newly designed area exclusively for the players was created to provide on-site athletes with all of the tools to refuel, relax, and restore.

In collaboration with ESL FACEIT Group, Adamas Esports, and the Lero Esports Science Research Lab, we’ve designed a program backed by science and research specific to esports athletes’ needs. The world’s best Counter-Strike esports athletes can take a break from their grueling schedule at IEM and leverage the lounge to get a “leg-up.”

Just a short walk to the lounge, athletes were instantly transported into a relaxing oasis, complete with plush furniture, bright lighting, and calm tones reminiscent of their favorite spa and everything an athlete would need to perform their best.

“The concept for this space started years ago when we focused on understanding what professional esports athletes truly need to excel in competition,” said Cary Lambert, Global Brand Manager, PRO Series at Logitech G. “Our top priority was helping esports athletes understand the role that health and wellness plays in their overall performance. The more educated an athlete is around the science of gaming and what it means to be an elite performer, the better they will perform on stage. We envision this as the place where athletes come to prepare, physically and mentally, for their competitions.”

The level of focus required in esports is immense. Players must remain fully engaged for extended periods, often in environments filled with distractions. Esports athletes are increasingly adopting techniques such as mindfulness and meditation to enhance their concentration and mental clarity. To account for that, we’ve partnered with Adamas Esports to include sports massage and muscle recovery equipment in the lounge.

“It has been fantastic partnering with Logitech on such an innovative program. The Pro Alliance is all about supporting players like pro athletes, which Adamas has been doing for the last six years. Live activations like the Player Lounge at IEM are just the beginning, and we are excited to help evolve what it looks like to be an esports athlete,” said Caleb Cousens, CEO of Adamas Esports.

To ensure that athletes had the nutrition to excel in the competitive environment, Adamas Esports and Logitech G developed a healthy menu of snacks and beverages, all designed to give the athlete the specific nutrients that have been shown to enhance cognitive function. For example, nuts high in protein, fiber, and essential nutrients help improve energy and game-day readiness, and fruits high in vitamin C support brain health. Antioxidants from fruits and vegetables also help protect brain cells from oxidative stress, which can impair cognitive function over time.

Beyond physical abilities, cognitive performance plays a pivotal role in esports. Thanks to our partnership with Lero, the Science Foundation Ireland Research Centre for Software provided onsite cognitive testing to evaluate how the athlete’s brain processes information in real-time.

“What we provided has certainly evolved from this form of sponsorship to a true partnership where we provide the athletes with real value,” said Lambert. “We’re listening to the athletes’ voices regarding their expectations and needs, and our feedback was that this was beneficial and helpful.”

Esports is not just a game—it’s a sophisticated, high-performance activity that demands a unique blend of physical and mental abilities. As technology advances and our understanding of human performance deepens, the boundaries of what is possible in esports will continue to expand, pushing players to new heights and redefining what it means to be an athlete in the digital age.

Congratulations to all the athletes and Team Vitality for taking home the win!