Elite Sports to Mainstream: How sportstech companies are expanding Their Reach 

Sports technology (“sportstech”) covers a vast landscape.  From simple TV broadcasting to advanced data analysis, sportstech companies are revolutionizing the way we improve human performance, engage fans, manage teams, broadcast and create content. 

The focus here is on sportstech companies which are catering to traditional sports – for the time being – specifically in the performance improvement space. 

Graffos, NeuroTracker, New Stream and RSPCT have developed cutting edge solutions for mental cognition, neuro-motor analysis and advanced motion and body tracking.  They have successfully worked with elite sports teams and athletes to boost competitiveness. 

However, as with most businesses, the challenge is to expand beyond elite sports organisations and athletes.  To do this, they are adapting their products for other sectors, simplifying their offerings, and streamlining their delivery methods to reach a wider audience.  

The fabulous four

Graffos – discovered the connection between handwriting and controlling motorbikes 

When you really think about it – handwriting and drawing should have a co-relation with the ability to control a motorbike.  Researching this fundamental concept led to Graffos.   

Graffos’ AI based algorithm assesses your handwriting (the exercises have to be done on a tablet for 7 minutes a day) to gauge 26 different cognitive metrics. These include amongst others confidence, concentration, resilience, mental flexibility, adaptability and drive.   

Graffos provides a mental training plan adjusted to the results obtained after a test, which have to be performed on a daily basis through targeted graphomotor exercises.

The results provide a snapshot of an athlete’s mindset leading up to competitive games, allowing coaches and managers to adjust conditioning and prepare players for peak performance. 

Graffos has seen great success in the MotoGP space amongst others.  

NeuroTracker – take your game to the next level 

The company helps enhance cognitive functions using object tracking tasks in 3D.  Essentially this leads to better focus and faster decision making which are absolutely vital in elite sports.  Moreover, this allows athletes to reach the so-called state of being “in the zone”.

But the benefits don’t stop there.  As a player improves, the algorithm ups the ante by incorporating multiple activities. For example – an ice hockey player dribbling the puck while undergoing NeuroTracker training. 

Working with NeuroTracker continues to benefit well known European and American sports franchises. 

New Stream – revolutionise your training with bio mechanical tracking 

In a nutshell New Stream’s product is built around advanced real-time body motion tracking, analysis and output for improvement and changes utilising mobile phones.  All in all, the company provides digital and remote coaching to athletes via immediate feedback.  Their analytics dashboard allows coaches to see the captures statistics and video highlights as and when needed. 

The company has primarily focused on Basketball for the time being but the technology is largely sport agnostic.

RSPCT – data driven basketball shooting 

RSPCT’s shot tracking product allows basket ball players to assess their accuracy.  The tracker maps the position of the player on the court and also the location of ball through or around the rim.   

Furthermore, they have assigned a score to the shot quality which players can visualise.  In basketball parlance: the “swoosh shot”.  RSPCT goes beyond field goal percentages to give players the insights needed to make every shot count. 

RSPCT are also spreading their wings by using their shot tracking tool to engage courtside fans during games and event. 

Sportstech Monetization Beyond Professional Sports: Healthcare, Education, and Fan Engagement Opportunities

It’s vital to find different monetisation avenues as the payoff from focusing on sports performance improvement dwindles once you move on from professional sports teams and federations.  

And the applications in other fields are becoming more obvious.  Here are some of them: 

Healthcare 

• NeuroTracker’s data has shown neural and cognitive improvement which can benefit in patients with neurological conditions.  There are likely applications in elderly patients with degenerative diseases. 
• New Stream’s motion detection has application in tracking physical improvement.  The product can help physiotherapists monitor the impact of exercises on people with injuries. The treatment can be much more quantitative using motion detection alogrithms and analytics. 
• Posture assessments would become much more detailed. 

Academics and schooling 

• Both NeuroTracker and Graffos help in some form of cognitive development.  This would help kids in academics as well while school would be able to gauge the likely ability of children. 
• Students’ mood could be understood as teachers tailor their study plans. 

Fan engagement 

• RSPCT is already doing this, but New Stream’s technology could be put to similar use.  For example – see who comes closest to mimicking a shot or kick played by a star player.  
• The same could be adopted by gaming centres and hubs. 

These are just a handful examples as the scope is vast in and out with sports.  The challenge is to scale up and grow across boundaries.