Within a cross-border cooperation agreement both companies put together their strengths to design and develop a new sports- and activity hearable. The hearable technology has an extensive set of micro-sensors and can act as an electronic audio coach. There is a huge market for such personal devices inside and outside the sport domain. The cooperation provides both companies additional access to the cross-border markets of Belgium and the Netherlands. The project is funded by the Interreg Crossroads-2 program.