Frisco’s Big Bet: Texas Launches a National Tech Magnet for Startups

As Austin continues to dominate tech headlines, another Texas city is quietly staking its claim. This week, Frisco, TX unveiled Origin — a public-private innovation hub designed to attract global startups, venture capital, and industry-specific accelerator programming.

Operated by Silicon Valley’s Plug and Play Tech Center, Origin anchors a 6,000-square-foot space atop the Baylor Scott & White Sports Therapy & Research tower. The project brings together sportstech, fintech, AI, and cybersecurity under one roof — and is already being touted as one of the most ambitious tech-led urban development projects in the southern U.S.

“This new facility is proof of what’s possible when a city drives with vision, determination, and collaborative partnerships,” said Jeff Cheney, Mayor of Frisco, at the unveiling. “This hub is a starting point for new technologies, businesses, and careers in Frisco.”

Plug and Play Expands Beyond Silicon Valley

For Plug and Play, Origin represents their largest U.S. footprint outside of California, and a strategic move to deepen ties in the American heartland.

“This innovation hub is more than just a physical space,” said Saeed Amidi, CEO and Founder of Plug and Play, in the official release. “It’s a signal to the world that Frisco is serious about shaping the future.”

Plug and Play will operate Origin under a membership-based model, offering curated startup cohorts, open hackathons, and private networking sessions with investors and corporate partners. Programming is expected to focus on early-stage commercialization and scaling, particularly in industries already present in Frisco — like sports performance, enterprise AI, and retail tech.

The location isn’t incidental. Frisco is home to over 500 tech companies and has built deep partnerships with major sports organizations, healthcare providers, and the University of North Texas. “The integration of sportstech and health innovation gives Origin a thematic focus few other hubs can match,” said one local investor.

Frisco's Innovation Hub Opening

Economic Development with a Talent Pipeline

For the Frisco EDC, the launch of Origin is a strategic play to shift the city from real estate-driven growth to knowledge-economy development.

“Origin was a strategic investment in Frisco’s future,” said Jason Ford, President of the Frisco EDC. “With the help of Baylor Scott & White and Plug and Play, we’ve created a one-of-a-kind space where new ideas, industries and startups can flourish.”

That investment includes not just workspace and programming, but a direct pipeline to university talent. The University of North Texas–Frisco is expected to sponsor dedicated lab space focused on sports innovation and human performance, blurring the lines between academia, startup acceleration, and applied R&D.

National Implications for Logistics, Retail, and AI Startups

While Origin is local in geography, its implications are national. Plug and Play’s international startup network — spanning fintech, supply chain, mobility, and more — gives Frisco’s new hub access to a global pipeline of talent and investment.

“Frisco is already a national model for how sports, business, and innovation can coexist,” Amidi noted. “This new facility is a launchpad for global ideas to scale in the U.S.”

For startups working on next-gen retail logistics, AI for inventory intelligence, or consumer behavior analytics, Origin could provide a fast-track into U.S. enterprise pilots and corporate partnerships.

Is Frisco the Next Startup Supernode?

Skeptics might argue that tech-led development centers outside the coasts often struggle to retain talent post-acceleration. But Frisco’s leadership insists Origin isn’t a copy of existing models — it’s a convergence of urban vision, institutional partners, and private-sector muscle. With Frisco now offering the physical space, academic links, and global startup deal flow, the city may not need to “compete” with Austin at all — just differentiate.

For a state with no shortage of growth cities, Frisco’s bet is clear: become not just a great place to live and work — but a serious place to build.