Companies in the media and entertainment industry are already leveraging from cognitive analytics, which provides them an edge over their competitors using the traditional analytics techniques. For instance, a sports company uses cognitive analytics to reduce its research time and takes advantage of the evidence-based recommendations while making decisions for its teams. The company is using IBM’s Watson to coach athletes by combining physiological test data, biomarker data, and data on an athlete's nutrition and sleep. The application produces an individualized training program that can predict injuries, recommend the intensity level of a workout, recommend rest and recovery, or even optimize sleep schedules around travel.