In embodiments, apparatuses, methods, and computer-readable media are described that are associated with a context-based information presentation system (“CIP”). The CIP may be configured to modify presentation of information to a user during performance of a physical activity. The CIP may be configured to receive information describing the physical activity and to identify a context for the physical activity based on the received information. The identification of the context may be performed through application of one or more context rules to the information describing the physical activity received by the CIP. The CIP may be configured to modify presentation of information to the user based on the identified context. Other embodiments may be described and claimed.