At times it feels like SXSW has become a mini-CES, with all the hot innovations popping up. Wearables combined with health and well-being are definitely where it’s at and this year Philips are hosting a Dragon’s Den-style Digital Innovation Challenge, with three companies pitching their tech for a week’s advice and guidance at Philip’s High Tech Campus in Amsterdam, Netherlands.

First up are Atlas Wearables, pitching their fitness tracker for the serious workout enthusiast. The Atlas “measures your heart rate, calculates the calories you burned and tracks your body on the x-, y- and z-axes, so it knows how many laps you swam and if you did push-ups or triangle push-ups. It’s preloaded with the most popular exercises and can learn new exercises you teach it so you can instantly see your progress, analyze your form, anticipate plateaus and find what makes you stronger, faster.” Definitely for the hardcore fitness fanatic.

Incomparable Things is very much softer – they’re building an app to bring together the myriad of data sources – “In our app, people scrapbook the stories of their adventures. We collect all the media people already create when they’re being active – from photos to location data, NikeFuel to tweets – and weave them together to tell visual, personal and complete stories that others can collect and aspire to. They are more memorable than a photo album and more inspiring than an activity data score. It is used by everyone from daily walkers to training triathletes, neighborhood arborists to polar expeditionists.” Sounds a bit like Field Trip meets Pose! I love the idea of these apps but I simply don’t have the time to curate the photos and tweets.

Finally, Push is back to circuits and training with another fitness tracker that seems very similar to the Atlas one. “Rugged and durable, PUSH straps comfortably to your arm. It communicates with your phone, transmitting movement feedback that’s too fast for the human eye to capture. The data is displayed on the PUSH App, providing you with crucial, scientifically-validated metrics about each and every rep, helping you optimize your training.” It’s kind of symptomatic of the space that there’s going to very similar devices competing for attention. Push’s USP is that it can measure strength, not simply calories burned.

If you want to see these three companies pitch, you need to get yourself round to the Next Stage in the Convention Centre at 12.30 CDT today.