With football season underway, fan's thoughts run to player injury and how it keeps good athletes off the field with few options for recovery except the stale advice and medicine doctors offer. Rotator cuff damage is a good example. Surgery is invasive and has serious consequences. Rest and recovery takes months. Whether or not talent will be restored is always a question. Enter the questionable treatments: Regenexx, is a privately-held company pandering to sports superstars with promises of stem cell therapy that can’t be substantiated. However, there is an answer – Pluristem, a leader in cell therapy, will soon conduct Phase I clinical trials for rotator cuff muscle and tendon regeneration that could bring sports medicine, already a $21 billion industry growing faster than the US GNP, into a new era. Pluristem’s cell therapy has already shown efficacy in orthopedic medicine. In a successfully completed Phase I/II trial conducted at Germany’s Charite University in Berlin under the auspices of Germany’s Paul-Ehrlich Institut, the German equivalent of the FDA, Pluristem’s PLX cells showed a 500% improvement over placebo in healing gluteal muscle injury.