Within the I3-INSHAPE initiative, one of our core service principles is to identify companies’ resource needs and knowledge gaps, and then connect these with the right expertise and resources. Our goal is to support successful international sport and vitality collaborations that bring well-being to (new) markets. As projects evolve and company collaborations deepen, questions around shared ownership, jointly developed solutions, and intellectual property naturally become more important.  

Many of our joint projects are now well advanced in technical co-development and are preparing to enter new markets—making this the right moment to focus on how ownership, rights, and the sharing of results should be handled. It is no surprise that almost all our joint projects have identified IPR as a crucial topic. For this reason, we organized a joint seminar to give participants access to both the fundamentals of IPR (Intellectual Property Rights) and practical, company-specific perspectives.
 

The Foundation: Why IPR matters 

The development of new digital wellbeing and sports technologies offers companies tremendous opportunities—but also raises legal questions that must be addressed early. To meet this need, the I3-INSHAPE project organised an IPR training session on January 13, 2026, delivered by Leena-Maija Marsio, an IPR specialist from KPMG. The training was tailored specifically for the needs of INSHAPE SMEs engaged in software development in the sport & vitality field within the project, and the content was based on a pre-survey of participants. 

The training began by clarifying the essentials of intellectual property rights. Participants were introduced to the main forms of IP—copyright, patents, utility models, design rights, and trademarks—and learned how these legal tools underpin competitiveness, especially in international markets. The training emphasised that clear agreements and a proactive approach to IP are vital for avoiding costly delays or missed opportunities in commercialisation. 

Navigating joint development: agreements and ownerships 

A significant portion of the training focused on the complexities of joint development projects. In these collaborations, the division of rights and responsibilities can become a source of risk if not addressed with clarity. The training explored how to distinguish between background IP (what each party brings to the table) and foreground IP (what is created together), and how to ensure that contributions are balanced and fairly recognised. Special attention was given to the structures and clauses that should be included in contracts to prevent disputes and to safeguard each party’s interests as projects move toward market entry. 

Protecting know-how in practice 

Beyond legal theory, the training provided practical guidance for companies seeking to protect their know-how. Topics included the importance of thorough documentation, the strategic use of non-disclosure agreements, and the implementation of technical and organisational safeguards such as version control and access management. The session also addressed the role of trademarks in supporting brand protection and the circumstances under which patenting may—or may not—be the right choice for a growing company.
 

Lessons from real cases: the cost of overlooking IPR 

The training concluded with real-world case examples that underscored the tangible risks of neglecting IPR. In one instance, a company’s failure to actively enforce its trademark rights in a foreign market led to years of unauthorised use by a former distributor, resulting in confusion among customers and damage to the brand’s reputation. This example highlighted that simply registering a trademark is not enough; ongoing vigilance and enforcement are essential. 

Another case illustrated the dangers of inadequate protection for trade secrets. These cases served as a powerful reminder that IPR is not just a legal formality, but a strategic asset that requires continuous attention and active management.
 

Immediate feedback from INSHAPE SMEs highlighted the value of practical case studies

The practical approach and clear structure of the training were highly appreciated by the participants. Kaisa Ottavainen-Nurkkala, CFO and partner of the Finnish CSE Entertainment (CSE Simulation Oy), one of the Flagship SMEs in the I3 INSHAPE project, noted that the session helped clarify the overall IPR landscape: “At CSE, we have implemented various types of IP protection over the years, so some of the topics were already familiar. The training helped clearly differentiate between the different forms of IPR protection and understand when each should be used. The most valuable part was the concrete comparison of costs and protection timelines, as well as the idea that the best outcome is often achieved by combining several IPR tools.” 

An international perspective was also highlighted in the feedback. Marco van der Aa, co-founder of the Netherlands-based MoreMovement, emphasized the importance of real-life examples: “Especially the real-life business cases proved highly relevant – not only from a content perspective, but also through the concrete reminder to take cultural differences into account when communicating about these kinds of topics.” 

Moving Forward: Building a Culture of IPR Awareness 

The IPR training provided INSHAPE companies with practical tools and clear models for securing rights in joint development and international growth. By fostering a culture of IPR awareness and equipping companies with actionable strategies, the initiative supports both risk management and the pursuit of competitive advantage. As the I3-INSHAPE projects continue to evolve, the lessons from this training will help ensure that innovations are protected and that companies are well-positioned for success in new markets. 

Author: 
Anri Vuori, Project Manager at Lahti Region Development LADEC Ltd / Workpackage leader in INSHAPE