July 29, 2025 • 36 mins
Oliver Sports: Performance Tracking and African Market Strategy
This episode details the market position and competitive landscape of Oliver Sports, a Barcelona-based technology company specializing in AI-powered GPS and IMU performance tracking solutions for football and other team sports. We outlines the company's product offerings, including OLIVER PRO for teams and OLIVER for Players for individuals, emphasizing their innovative leg/calf sleeve sensor placement which captures unique football-specific metrics. Also, It highlights Oliver Sports' strategic focus on democratizing elite sports technology through accessible pricing and its validation by the FIFA Innovation Program. Furthermore, we analyzes Oliver Sports' global expansion strategy, particularly its entry and competitive advantage in the African market, alongside key rivals such as Catapult, Playermaker, and Soccerbee, providing a comparative analysis of their features and pricing models.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the deep Dive where we plunge head first into the
world of fascinating informationand extract the Nuggets of
knowledge that truly matter. Today we're venturing into,
well, the electrifying frontier of sports technology.
I don't think a company that's truly changing the game, quite
literally. Imagine elite level performance
tracking, the kind once reservedfor top tier professional
(00:21):
athletes, now becoming accessible to everyone.
That's our mission today, to explore a company
revolutionizing how we understand and improve sports
performance. From the hallowed grounds of
elite academies to, you know, your local amateur pitch, Get
ready for some surprising innovations and a journey that
spans continents, with a particular spotlight on emerging
markets like Africa. And that's precisely why this
(00:42):
deep dive is so significant. I think in an age where we're
often swimming in just a sea of data, understanding how
technology can genuinely democratize access to these
elite level insights is absolutely critical.
This company offers a prime example of applying
sophisticated technology to realworld athletic development,
moving beyond just collecting numbers to actively transforming
(01:03):
training and talent evolution. I think you're going to
experience a real aha moment today, seeing how data, when
applied strategically, can genuinely reshape an athlete's
journey and future, no matter where they start.
OK, let's unpack this fascinating story then.
The company we're focusing on isOliver Sports, officially known
as Sports Data Innovation SL. They were founded in Barcelona,
(01:25):
Spain back in 2017. What immediately jumps out is
there incredibly ambitious core mission to make elite sports
technology accessible to everyone, from amateur players
just starting out to seasoned professionals.
That's a huge undertaking, right?
Especially for a relatively young Series A tech company
founded in 2017 with what seems like, well, fairly modest
(01:47):
initial funding of under $1,000,000.
The big question is how on earthdid they plan to compete
globally, let alone to achieve their ambition of making elite
tech accessible to everyone? This is where their unique
strategy really kicks in. I think part of that answer lies
in their dual pronged financial strategy.
They've successfully raised venture capital from
institutional investors like Indigo Capital Partners,
(02:07):
Utopian, and Electium. This is the kind of capital that
fuels rapid scaling and, you know, aggressive market
expansion. But what's truly distinctive is
that alongside this traditional funding, they ran a significant
crowd queue campaign back in April 2022 and they brought in
an impressive 587,941 from 141 individual investors.
(02:28):
This crowdfunding element isn't just about the money, is it?
It suggests the deliberate community centric approach.
It's a way to foster a strong base of early adopters and brand
advocates right from the start, sort of turning customers into
investors and evangelists, yeah.Absolutely.
And it seems this international outlook was baked in from day
one, given their truly global operational footprint.
They have the registered office in Barcelona Shore, but also
(02:49):
commercial addresses in key international hubs like New York
in the USA and Cordoba in Argentina.
This global spread from the outset clearly signals an
inherent international orientation, not just a later
expansion plan. And while one source as of June
2025 places in it, I think 91st among 447 active competitors in
the performance tracking sector,it's important to frame this not
(03:11):
as like a modest standing, but is significant growth potential
for a young company aiming at these underserved market
segments. They're still in the phase of
establishing their presence right?
Yet their dedication to AI powered accessible solutions
positions them to challenge moreentrenched, possibly higher
funded competitors. This really highlights a
strategic, rather than, say, a struggling market posture.
(03:33):
What's truly fascinating here ishow their funding strategy
directly aligns with that mission.
The one about democratizing elite sports technology.
The venture capital provides thenecessary firepower for rapid
scaling and aggressive market penetration, Yes, but that
crowdfunding component is frankly a stroke of genius.
It builds A genuine community ofearly adopters, turning them
(03:55):
into brand advocates who are truly invested in the company's
success. This is absolutely key for a
company that aims to democratizetalent evolution and injury
prevention for the 270 million non elite footballers.
That broad appeal and community focus could indeed be a
significant competitive advantage against more
traditional rivals who typicallyfocus solely on the elite
(04:16):
professional market. It cultivates a loyal user base
that can organically Dr. adoption and growth, creating a
powerful network effect. This then leads us to consider,
how does a company with this kind of mission translate it
into unique and genuinely innovative technological
offerings that truly stand out in, well, a crowded market?
Well, what truly fascinated me about Oliver's approach and
(04:36):
where it gets really interestingis their core offering, AI
powered performance tracking specifically designed for
football. But what truly sets them apart,
differentiating them from many established players in this
space, is the truly innovative placement of their tracker.
Traditionally it was placed on the leg, and now since 2024,
they've expanded to also offer placement in a calf sleeve and
(04:58):
even a vest. But that original specific leg
placement, Why was that so revolutionary in a sport like
football? The technology itself is a
sophisticated blend of GPS, which tracks your position on
the field, obviously an inertialmeasurement unit, or IMU
sensors. Think of an IMU as a tiny
gyroscope and accelerometer all rolled into one.
(05:18):
It tells you how you're moving every twist, turn, jump and
acceleration. These sensors collect raw on
field data, which is then processed by highly
sophisticated artificial intelligence and machine
learning algorithms. But the magic really happens
with that leg placement. It enables the capture of what
they call football metrics neverseen before.
Imagine that for a moment. Most traditional vest based
(05:40):
systems which sit on the torso. They can tell you about physical
movement, how far a player runs,their speed, accelerations,
basic stuff relatively. But Oliver's leg placement
captures granular football specific technical data that a
chest worn sensor simply can't capture.
We're talking about things like ball interaction, frequency,
kick power, dribbling efficiency, whether a player is
more 2 footed, their ball possessions, even time on the
(06:02):
ball. This goes far beyond just
physical movement and offers a much more comprehensive analysis
of a player's actual interactionwith the ball during a game or
training session. This unique capability underpins
their core value proposition to democratize access to elite
technology for all athletes worldwide.
The technology aims to achieve several critical objectives.
(06:24):
First, it enhances decision making for coaches and fitness
trainers, giving them objective data to refined strategies.
Second, it directly improves overall player performance by
identifying strengths and weaknesses much more targeted.
Third, it aids significantly in injury prevention through
precise load management and providing essential return to
play metrics for recovering athletes, helping to prevent
(06:46):
injury recurrence, which is huge.
And ultimately, it's about delivering actionable insights
that coaches and players can immediately apply.
It's about moving from just datacollection to truly
understanding what to do with this data.
Building on that point, the unique leg placement is
absolutely not just a gimmick. It addresses a fundamental blind
spot that has existed in traditional performance tracking
for football for years. By capturing direct football
(07:08):
interaction, it provides a far more comprehensive analysis of a
player's actual impact and skillexecution on the pitch, which is
profoundly critical in a sport like football.
This distinction allows for targeted training strategies
that go far beyond just physicalconditioning.
You can actually improve specific technical skills with
data driving it and their inclusion in the FIFA Innovation
(07:30):
Program? Well, that's a strategic
masterstroke. This isn't just some casual
endorsement. It means that technology has
undergone rigorous monitoring and validation by FIFA's own
team of experts, including comprehensive testing with
Getthis 40 Vicon cameras to ensure millimeter precision in
data capture. That's serious validation.
This kind of external validationdirectly addresses skepticism
(07:52):
within a data-driven industry, accelerating adoption among
professional clubs that demand proven, accurate technologies
for critical decisions related to player development and injury
prevention. This isn't just about collecting
data, it's about building trust and proving accuracy at the
absolute highest level of the sport.
So with all this groundbreaking technology, how does Oliver
Sports actually cater to different users?
(08:14):
You know, from the professional club right down to the aspiring
kid playing in their backyard, they don't just have one
product, they cleverly have two distinct lines, each tailored
for specific needs. There's Oliver Pro, designed for
teams and coaches, and Oliver for Players, built for
individual athletes. Let's start by diving into
Oliver Pro. It's already been used by over
(08:34):
200 teams in more than 50 countries, which is a truly
rapid adoption rate for a company founded only in 2017.
Very impressive. Oliver Pro targets a wide
audience within the team ecosystem.
We're talking elite developmental teams, futsal
clubs, women's football teams and youth academies.
They've landed some genuinely impressive clients.
To think FC Barcelona's renownedyouth Academy La Mazia, I mean,
(08:58):
that's a global benchmark for talent development.
They also work with top teams inSpain's women's First Division
like UDG Tenerife and Sporting Cueva, as well as Spanish futsal
champions Jimmy Cartagena and even 6 Champions League futsal
teams. This shows a deep penetration
into high level specialized football segments and what's
(09:18):
particularly exciting for our discussion today is their
significant entry into Africa. ZEDFC and Egyptian Premier
League team became the first professional team on the
continent to adopt Oliver Pro. That's a big move.
Definitely. So with all this incredible data
flowing in, how do coaches actually transform it into
better performance on the field?Oliver PRO really empowers them
(09:41):
across several crucial areas. First, for performance boosting,
the system measures numerous metrics that allow coaches to
personalize and plan training sessions with real precision.
This means they can identify andimprove a player's
underdeveloped aspects, enhance existing strengths, and even do
direct player comparisons to generate comprehensive
performance reports. It takes a lot of the guesswork
out of optimizing individual andteam performance, giving coaches
(10:04):
a data-driven blueprint for development.
Removing that guesswork is key. Exactly 2nd, and this is
critical for every athletes longterm well-being, is injury
prevention and load management. Oliver Pro provides incredibly
precise metrics to help avoid both under training and
overtraining, which are, you know, common pitfalls for
athletes at all levels. Think about load management.
(10:26):
This way, a coach can see precisely if a player is at risk
of burnout by tracking their cumulative intensity across
sessions and if a player is returning from injury.
Oliver's return to play metrics aren't just guesses, they're
data-driven insights on things like Sprint capacity or kick
power. They guide coaches on exactly
when to reintroduce them to fulltraining, safely preventing
those costly re injuries and hopefully prolonging careers.
(10:50):
Which is invaluable for both theplayer and the team.
Absolutely. 3rd, and this is where the AI really shines, is
data visualization and actionable intelligence.
The AI powered platform translates all that raw data
into clear, easy to understand visualizations and crucially,
actionable insights immediately after each training session or
game. This helps coaches understand
(11:10):
what to do with this data without needing like APHD in
data science. Recent enhancements include
A-Team timeline feature for precise workload tracking both
individually and for the accumulated team workload, and
Custom reports for tailored information delivery, allowing
coaches to pull exactly what they need in the format they
prefer. Finally, versatility is a key
benefit. All of our Pro can be worn in
(11:32):
both traditional vests in the unique calf sleeves.
This flexibility caters to diverse sports and player
preferences, proving particularly beneficial for
women's football, where comfort and usability are maybe even
more key considerations. This adaptability also broadens
their applications to other sports like Futzel, American
football, field hockey, handball, Gaelic football,
basketball and rugby. It really demonstrates their
(11:53):
dedication to inclusivity and strategic market expansion
beyond just conventional male football.
This adaptability and that intense focus on actionable
insights for Oliver Pro is absolutely crucial for its
success with teams. It has to be.
Coaches and trainers don't just need raw data dumped on them,
they need to understand its implications immediately and
easily integrate it into their daily workflow.
(12:15):
The system reduces that analytical burden, making it
highly practical for daily use, allowing staff to focus on
coaching, not just, you know, number crunching and that
versatility in sensor placement.While it might seem like a small
detail, it's a subtle but powerful point.
It reflects a deep responsiveness to user needs and
opens up new market segments beyond traditional male
(12:36):
football, which is a very smart long term play for sustainable
growth. It shows they're listening and
adapting to different athletic needs and body types, which
broadens their addressable market significantly.
OK, but what about the aspiring athlete?
The individual trying to make their mark on the game, or maybe
just a passionate amateur tryingto get better?
That's where Oliver for Players comes in.
(12:56):
This product is specifically designed for individual,
amateur, semi professional and youth athletes.
And apparently it's become particularly popular with young
players who are genuinely passionate about improving their
game. Oliver for Players offer some
incredibly compelling benefits that really level the playing
field. First, it provides comprehensive
metric control. Users can monitor athletic
(13:17):
performance metrics, but uniquely thinks that leg
placement. They also get football specific
metrics and even health related data for injury prevention.
It's a detailed overview of their on field performance that
was once pretty much exclusive to pros, giving them a deeper
understanding of their game. Second, they've absolutely
nailed the gamified experience. This is smart.
(13:39):
To sustain motivation, the platform incorporates elements
like general rankings and challenges among users.
Players are an XP during matches, and this XP isn't just
for bragging rights. It unlocks access to the real
match metrics of professional players like Robert Levandowski,
Lamine Yamal, or Pedry. This enables direct,
aspirational performance comparisons.
(13:59):
You know, I can just picture a kid in their backyard checking
their XP after a practice session, imagining themselves as
the next big star. Users can even create
personalized FIFA card style avatars, transforming their real
world data into something incredibly engaging and
shareable, making improvement feel like part of the video
game. That gamification is powerful,
especially for younger users. Totally 3rd for personalized
(14:20):
development and the system provides detailed performance
analysis allowing comparisons with players at various levels,
amateur, semi pro and professional.
More importantly, it offers AI driven exercise recommendations
specifically tailored to addressindividual weak points, all
complemented by step by And finally, for historical tracking
(14:44):
and analysis, users can track their metrics over time through
customer reports delivered weekly, monthly, or quarterly.
An integrated heat map feature allows for visual analysis of
movement distribution on the field, so you can literally see
where you spent your time and energy during a match.
This truly empowers individual athletes to take ownership of
their development. This truly democratizes
technology that was previously only for professionals, making
(15:08):
elite insights accessible to anyone with a passion for the
game. Absolutely.
By integrating gamification and allowing direct comparisons with
elite players, the platform transforms what could be dry
data analysis into an incrediblyengaging aspirational
experience. It taps into the intrinsic
motivation of athletes feeling self improvement and sustained
participation. It reminds me of, you know,
(15:29):
countless times I've seen promising young players
sidelined by injuries that mighthave been preventable with
better load management. This kind of tech, it feels like
a real support system. And this widespread adoption of
Oliver for players among aspiring athletes could quite
literally revolutionize talent identification.
Imagine it creates a vast standardized database for
objective, data-driven scouting right from the grassroots
(15:51):
levels. It helps overcome subjective
assessments and geographical limitations that have
historically hindered talent discovery.
Instead of relying solely on a scout's eye, you'd have
verifiable performance data accessible to close worldwide.
This is truly fascinating in itspotential impact impact on the
future of sports. OK, let's get a bit more into
the mechanics behind this impressive technology then.
(16:11):
How does they actually work under the hood?
The devices themselves, both forOliver Pro and Oliver for
Players, integrate both GPS and Inertial Measurement Unit, or
IMU sensors. As we discussed, GPS knows where
you are on the field, while the IMU tells you how you're moving.
Now, research has actually validated the Oliver system's
(16:32):
efficacy for monitoring most external load variables,
specifically in futsal, which isinteresting.
The studies reported good validity for metrics like total
distance, high intensity distance, maximum intensity
distance, the number of accelerations and decelerations,
and maximum speed when compared against an established device
like Way MU Pro. However, it's worth noting that
(16:53):
the study did observe some statistical differences for low
speed, distance, and high accelerations.
This isn't necessarily a flaw, but rather an indication that
maybe Oliver is continuously refining its precision,
optimizing the capture of those rapid micro movements like
quick, short dribbles or sudden changes of direction, which are
crucial nuances in football. Yeah, those high frequency
movements are notoriously difficult to capture accurately.
(17:16):
Right. And as we mentioned, the
original design of the device was for exclusive leg placement
to capture those unique footballspecific metrics we talked about
earlier. But since 2024, Oliver Pro has
strategically expanded its offerings to include both
traditional vest and calf sleeveplacement options for the
individual Oliver. For players devices, they are
supplied with two calf sleeves, so the leg placement is still
(17:38):
key there. This evolution from exclusively
leg based placement for PRO to offering these additional
options demonstrates all of our sports responsiveness to market
demands and user comfort. While the leg placement provides
truly distinct and invaluable football specific data, the
inclusion of vest options addresses traditional
preferences and potentially broader applications across
various sports. It strikes a critical balance
(18:00):
between innovative data capture and practical usability for a
wider audience. This iterative refinement
process is absolutely essential for any technology company.
Especially in a dynamic market like sports tech, you can't
stand still. While the leg placement
undeniably offers unique, granular data that sets them
apart, offering vest options demonstrates a deep
understanding of market responsiveness and a commitment
(18:23):
to user comfort. It's about effectively balancing
cutting edge innovation with practicality, meeting users
where they are while still pushing the boundaries of what's
possible. This raises an important
question though. How does a company ensure its
technology not only performs scientifically and delivers
accurate data, but also providesA seamless, intuitive user
experience that keeps people coming back?
(18:44):
User feedback, even if some of it might reflect older data
from, you know, online forms or reviews, points to crucial
areas. Things like the previous use of
micro USB for charging instead of the more modern USBC, which
is pretty standard now, or the time required for GPS
calibration outdoors. Maybe difficulty in inserting
the device into the best pocket sometimes and some comments on
(19:04):
device size compared to competitors, the company stated.
Commitment to constant improvement and the
incorporation of new features isabsolutely key to long term
customer satisfaction and retention.
In a competitive market, the overall user experience can be
just as important as the data itself.
Addressing these practical usability concerns is crucial
for their sustained success and adoption.
(19:25):
Yeah, that makes total sense. So given all this innovation and
strategic positioning, how do they actually get this cutting
edge technology into the hands of players and teams worldwide?
What's the plan? Their marketing strategy seems
heavily focused on democratizingaccess.
That's the core message. They consistently emphasize
their AI powered, actionable insights and how the technology
(19:46):
enhances fan engagement through gamification.
They truly tap into the aspirational nature of sports,
allowing users to compare their performance with pros and even
creating those cool FIFA card style avatars we talked about.
It's about making data personal and exciting and perhaps more
importantly, incredibly motivating for improvement.
Making it stick. Exactly.
(20:07):
They also strategically leveragetheir participation in highly
credible programs like the FIFA Innovation Program and the MLS
Innovation Lab. This gives them robust
validation and helps build trustwithin the sports community.
It's not just them saying it's good.
Right, external validation. Furthermore, they provide
targeted content, including personalized exercise
recommendations and video tutorials from experience
(20:29):
experienced fitness coaches, making the insights truly useful
and applicable in real world training.
And of course, they showcase strong social proof,
highlighting the adoption of their technology by over 200
teams in more than 50 countries,which speaks volumes about its
effectiveness and growing acceptance.
The strategic use of gamification and those
aspirational comparisons is indeed a powerful marketing
(20:51):
differentiator, particularly foryouth and amateur players.
You can see why that resonates. It leverages intrinsic
motivation, transforming what could be a chore, self
improvement into an engaging, almost game like experience.
This in turn fuels sustained engagement, which is absolutely
vital for long term growth and recurring usage.
It cultivates a sense of aspiration and competition that
(21:13):
keeps users invested in their personal development journey
with the product. It's a very clever way to ensure
that users don't just try the product once, but integrate it
into their daily athletic life. And their global expansion
strategy is equally strategic and frankly truly impressive.
While Spain sounds as a strong foundational market with clients
like Lambacilla, top women's teams and numerous FTSL clubs,
(21:36):
they've rapidly expanded their devices data collection to over
50 countries across all continents.
This includes both traditional football powerhouses like
Argentina, Brazil, Germany, Mexico and Italy and rapidly
growing football markets like the United States, Canada, Egypt
and the United Arab Emirates. This strategic focus on youth
academies such as La Macia and MLSNXT and these high growth
(21:59):
markets indicates a clear long term growth orientation.
By embedding their technology early in the player development
pipeline and in markets with high growth potential, they are
effectively cultivating future generations of users and
establishing strong footholds before these markets fully
mature. It's an investment in future
growth, really. Smart play.
Their U.S. market focus, for example, is a significant area
(22:20):
of expansion facilitated throughactive participation in the MLS
Innovation Lab. There, Oliver Sports
collaborates with MLS and XT teams to elevate US youth soccer
development. But let's zoom in on something
truly significant for our discussion the African market.
This is fascinating. Oliver Prio's entry via ZEDSC in
(22:41):
Egypt, an Egyptian Premier League team, was facilitated by
AC Sports, an official partner. Oliver Sports explicitly
highlights the accessibility of its technology as a positive
attribute for the African continent where budgets are
often more constrained compared to say European leagues.
This isn't just a byproduct, it seems like a deliberate
competitive approach to offer a high quality FIFA validated
(23:03):
solution that is more financially viable for a broader
range of teams and academies. This could potentially out
compete higher priced elite focused rivals by offering a
compelling value proposition that aligns with local economic
realities, unlocking a massive pool of talent.
And their presence is noted in atruly impressive number of
African countries. I mean listen to this list, you
just Ethiopia, Gambia, Ghana, Guinea, Kenya, Lesotho, Liberia,
(23:25):
Libya, Madagascar, Malawi, Mali,Male, Mauritania, Mauricius,
Morocco, Mozambique and Namibia,Niger, Nigeria, Reunion, Rwanda,
Senegal, Say, Chelsea Early, Somalia, South Africa, South
Sudan, Sunan, Swazi and Tanzania, Togo, Tunisia, Uganda,
Zambia and Zimbabwe. That's a huge footprint and a
clear commitment to their mission.
Wow. Yeah, that African strategy
isn't a sign of them struggling.It's a very smart strategic
(23:45):
move, a deliberate choice. By embedding their technology
early in the player development pipeline and in markets with
high growth potential, they are cultivating future generations
of users and establishing strongfootholds before these markets
fully mature. Furthermore, their explicit
focus on affordability in Africasignals a deep understanding of
market dynamics and a profound commitment to their stated
(24:06):
democratization mission. They're not just selling a
product, they're aligning their business model with the economic
realities and aspirations of these developing sports markets,
which is a powerful competitive advantage.
It's about building a sustainable ecosystem for talent
development, not just selling a device.
And how does this technology actually reach its users?
The logistics of it all for teams and clubs, The
(24:30):
distribution model appears to beprimarily direct sales and
strategic partnerships. We see language like teams
worldwide have integrated OliverPro.
There's a minimum purchase requirement of 15 devices for a
contract period of at least one year, typically for individual
products like Oliver. For players, it's a direct
online purchase model with the added benefit of free worldwide
(24:51):
shipping, making it accessible globally.
The associated mobile application is, of course,
available for free on major app stores like Google Play and
Apple App Store. Regional market entry and
distribution are further facilitated through official
partners, as we saw with EC Sports in Egypt.
It's also probably worth clarifying just for clarity,
that other entities named OliverIn general, sports equipment or
(25:13):
coaching services are distinct and separate from this specific
performance tracking technology provider.
Sports Data Innovation, SL. Good point.
Important distinction. Now, it's not just about
performance metrics, is it? There seems to be a deeper
commitment here that goes beyondjust numbers.
Oliver Sports explicitly articulates a commitment to
sustainable development and continuous improvement of
(25:35):
athletic performance and and they achieved this primarily
through features specifically designed to support athlete
well-being and long term career longevity.
Which is becoming increasingly important.
Definitely, this technology actively contributes to injury
prevention through precise load management and those crucial
return to play metrics we talkedabout.
(25:57):
These features are absolutely vital for maintaining athlete
health, preventing burnout, and ultimately extending careers
both for professionals and amateurs.
The role of AI in this is pivotal.
It enhances data analysis to enable more efficient planning,
adjusting training sessions to maximize performance without
overloading the players directly, contributing to the
sustainability of long term physical preparation.
(26:18):
It's about optimizing training in a way that prioritizes health
just as much as performance, ensuring players can perform at
their best safely for years to come.
This focus on athlete welfare, significantly facilitated by AI
driven insights, positions them not just as a performance data
provider, but as an ethically conscious technology partner.
(26:38):
In an era of increasing awareness regarding athlete
burnout, overtraining and the long term health consequences in
sports, a product that actively assists in managing player loads
and preventing injuries gains a significant competitive
advantage. This commitment to ethical
product development can foster deeper, more trusting client
relationships with clubs and individual athletes, and it's
undoubtedly a powerful marketingdifferentiator in a market
(27:01):
increasingly sensitive to playerwell-being.
It's about long term athlete health, not just short term
gains, and that resonates deeplywith modern sports
organizations. OK, now let's zoom in on the
competitive landscape, particularly in Africa, which as
we've highlighted, is a very dynamic and growing market for
sports tech. Oliver Sports isn't alone in
this space. Obviously, there are several key
(27:23):
players vying for market share. 3 prominent competitors stand
Out, Catapult, Player Maker, andSoccer B.
Let's briefly unpack each one tounderstand their approach and
how they stack up against Oliver.
Right context is important. First, Catapult.
They are widely recognized as a global leader in elite sports
technology. Their solutions are trusted by
(27:43):
top teams worldwide. Their core tracking tool,
Catapult 1, focuses on improvingtraining efficacy, mitigating
injury risks and refining strategy.
Their sensors are typically vestbased, tracking about 3 or 4
critical physical metrics like distance and speed, the standard
stuff. In Africa, Catapult has
established a significant presence.
(28:03):
They're the official athlete monitoring partner for Cape Town
City FC in South Africa, a prominent Premier League team,
and they also support youth initiatives like Dream Club 100
in South Africa. They primarily operate on a
software as a service or SAWS model for their elite clients,
implying recurring, often highertier costs.
So more focused on the top end of the market.
Seems like it. Next player maker.
(28:25):
Founded in London back in 2002, they've secured substantial
funding totaling around $82 million, making them a well
capitalized player. Their unique feature?
Smart wearable soccer trackers integrated directly into cleats
so foot mounted. This placement allows them to
capture very specific data related to football interaction.
Things like first touch, dribbling, 2 footedness, kicking
(28:47):
power and ball possessions. Very similar to Oliver's leg
based approach in terms of getting those detailed football
metrics. Interesting.
A direct competitor on that specific data point.
It's exactly they've entered theAfrican market through a
partnership with South African football legend Efraim Joe
Osuno, trialing their devices with Mamelodi Sundowns.
Player Maker is also a participant in FIFA's innovation
(29:08):
program, similar to all of our sports, which gives them that
same seal of approval on accuracy and reliability.
And finally, Soccer B, they offer a service that uses their
proprietary GPS tracker, the B EE, which comes in Pro 2 Set,
Elite 2 Set versions, typically with a vest.
Their focus is on analyzing and sharing performance data like
(29:28):
distance covered top speed sprints and heat maps.
They facilitate performance comparisons, global rankings and
strategic growth. They aim to democratize data for
a broader community, with over 50,000 athletes reported to be
using it worldwide. The Soccer B app is free and the
device itself is a one time purchase, which is a key
differentiator similar to Oliver's individual product
model. OK.
(29:49):
So what's fascinating here is that each of these competitors
has a distinct market entry strategy and a unique
technological approach. Particularly in Africa, Catapult
targets the high tier professional clubs with their
established sauce model big budgets player maker leverages
influential local figures like Jomo Sono and focuses on their
unique foot based tracking capabilities for specific ball
(30:11):
interaction data, making them a direct tech competitor to
Oliver's leg sensor in that regard.
Meanwhile, Soccer B emphasizes broad community adoption and
accessibility through a one timepurchase model with a free app
directly competing on affordability and individual
reach. This clearly indicates a very
dynamic and competitive market with varied strategies being
deployed to capture market shareacross different segments of the
(30:33):
football ecosystem. This raises an important
question, how does Oliver Sports, with its specific
technology that leg sensor data and its mission truly stand out
and carve its niche in this crowded field, especially when
it comes to pricing, which is such a critical factor in many
of these markets like Africa? Yeah, the bottom line, right.
So with all this cutting edge technology and these diverse
competitors, what does it all actually cost?
(30:55):
Oliver Sports has distinct pricing models for individual
players and for teams, which really reflects its mission to
democratize access, ensuring their technology can reach as
many people as possible. Let's hear it.
OK. For Oliver, for players, the
individual product they offer a one time purchase OF17999.
What's truly unique and stands out about this is that this
(31:17):
price includes lifetime access without any ongoing monthly
subscription fees. Plus you get the device and two
calf sleeves. There's also a monthly plan
option at 1499 if you prefer that.
But that lifetime access option where you pay once and that's
it. That's a significant
differentiator in a market oftendominated by recurring
subscriptions and makes it a very appealing, transparent
(31:39):
investment for individual athletes and maybe parents
buying for the kids. That lifetime access is a really
interesting hook. Very different.
For Oliver Pro, the team solution pricing is customized
based on the number of units required and the contract
period. As we said, there's a minimum
purchase of 15 devices for a contract duration of at least
one year. Crucially, Oliver Sports
(31:59):
positions this as one of the most cost effective solutions on
the market and they explicitly state it is much more accessible
for the African market where budget constraints are often a
significant factor for teams andacademies.
This indicates a very deliberatestrategic choice to offer a high
value solution at a competitive price point without compromising
on quality or that FIFA validation.
(32:21):
Olivers lifetime access for individual players is indeed a
unique value proposition. It directly appeals to those who
prefer a single upfront cost over the ongoing financial
commitment of a subscription model.
This can significantly lower theperceived long term barrier to
entry from many aspiring athletes.
It feels more attainable for teams.
The flexible and emphasized costeffectiveness, especially
(32:43):
tailored for the African market,is a significant competitive
differentiator, no doubt about it.
It directly challenges the potentially higher, more rigid
subscription costs of competitors like Catapult,
making elite level tracking a more viable option for a broader
range of clubs and academies in budget sensitive regions.
This strategic pricing is a key component of their market
(33:03):
penetration, really embodying their mission of accessibility.
OK. Let's put that into perspective
by comparing it directly to the competitors.
We just discussed price tags forCatapult One team, their pricing
is around $180 per player per year, but there's a mandatory 2
year commitment in annual billing.
Their elite clients use an even higher tier sauce model with
(33:25):
monthly fees, so clearly Catapult is targeting larger
budgets and professional organizations, often with
longer, more expensive commitments.
Yeah, that's a significant annual cost per player plus the
commitment. Then there's Player Maker 2
Point O for individuals. This is purely a subscription
based model. You can get a monthly plan at
$20.00, but there's a minimum 12month commitment.
(33:45):
Or you can offer an annual plan at $199 or a 24 month plan at
$299 upfront. And importantly, these plans and
automatically renew at $149 per year.
So it's definitely a recurring revenue model designed for
continuous engagement but also continuous payment.
So an ongoing cost after the initial perm, unlike Oliver's
lifetime option. Exactly.
(34:06):
And finally, Soccer B, they offer a one time purchase for
their hardware, like the Pro 2 set at $179 or the Lead two set
at 113 LRS with a free accompanying app.
This approach also aims to lowerthe barrier to entry by offering
a single upfront cost for the device, making it directly
comfortable to Oliver's individual model in terms of
payment structure, So the tech focus might differ slightly.
(34:27):
OK. So if we connect this all to the
bigger picture, Oliver's competitive pricing strategy,
particularly that lifetime option for individuals and the
stated affordability for teams, combined with its unique ability
to provide truly football specific technical metrics via
its innovative leg placement, gives it a distinct edge.
They are offering a comprehensive data solution
(34:48):
backed by FIFA validation, but crucially without the
prohibitive ongoing costs or high entry points associated
with some of their competitors. This makes their technology
exceptionally relevant and appealing in budget sensitive
markets, particularly in Africa where value for money is
paramount. The strategic pricing is not
just about being cheaper, it's about offering significant,
(35:09):
unique value that directly enables them to capture market
share from both individual players and teams seeking
comprehensive data without breaking the bank.
It's a key factor in their mission to democratize elite
sports technology, allowing themto truly live up to their
ambition. So what does this all mean for
the future of sports? Really feels like Oliver Sports,
a relatively young company founded only in 2017, has
(35:31):
strategically carved out a trulyunique space in this competitive
world of sports performance tracking.
Their blend of innovative leg based technology which captures
those unique football specific metrics, their unwavering
commitment to democratizing elite insights for everyone, and
their savvy accessible bricing strategy, especially for high
potential regions like Africa, all truly position them for
(35:54):
continued impactful growth. They are not just tracking data,
are they? They're actively cultivating
talent, rigorously preventing injuries and fostering sustained
engagement through smart productdesign and a very clear,
powerful mission. It's a compelling blend of
technology and purpose that could genuinely reshape how we
approach sports development globally.
And this raises an important question for you, the listener,
(36:15):
to perhaps ponder as sports technology continues to advance
and become increasingly accessible, how will the
widespread availability of elitelevel data transform not just
professional sports and the way top teams operate, but also
grassroots development and critically, the future of
athletic talent identification worldwide?
What potential hidden talents previously overlooked due to
(36:37):
geographical or financial limitations might be uncovered
and nurtured thanks to innovative tools like these,
tools that provide objective data accessible to almost
anyone? What could that ultimately mean
for the face of global sports? Definitely something to think
about. Join us next time on the Deep
Dive as we uncover even more fascinating insights from the
ever evolving world of information.
Welcome to the deep Dive where we plunge head first into the
world of fascinating informationand extract the Nuggets of
knowledge that truly matter. Today we're venturing into,
well, the electrifying frontier of sports technology.
I don't think a company that's truly changing the game, quite
literally. Imagine elite level performance
tracking, the kind once reservedfor top tier professional
(00:21):
athletes, now becoming accessible to everyone.
That's our mission today, to explore a company
revolutionizing how we understand and improve sports
performance. From the hallowed grounds of
elite academies to, you know, your local amateur pitch, Get
ready for some surprising innovations and a journey that
spans continents, with a particular spotlight on emerging
markets like Africa. And that's precisely why this
(00:42):
deep dive is so significant. I think in an age where we're
often swimming in just a sea of data, understanding how
technology can genuinely democratize access to these
elite level insights is absolutely critical.
This company offers a prime example of applying
sophisticated technology to realworld athletic development,
moving beyond just collecting numbers to actively transforming
(01:03):
training and talent evolution. I think you're going to
experience a real aha moment today, seeing how data, when
applied strategically, can genuinely reshape an athlete's
journey and future, no matter where they start.
OK, let's unpack this fascinating story then.
The company we're focusing on isOliver Sports, officially known
as Sports Data Innovation SL. They were founded in Barcelona,
(01:25):
Spain back in 2017. What immediately jumps out is
there incredibly ambitious core mission to make elite sports
technology accessible to everyone, from amateur players
just starting out to seasoned professionals.
That's a huge undertaking, right?
Especially for a relatively young Series A tech company
founded in 2017 with what seems like, well, fairly modest
(01:47):
initial funding of under $1,000,000.
The big question is how on earthdid they plan to compete
globally, let alone to achieve their ambition of making elite
tech accessible to everyone? This is where their unique
strategy really kicks in. I think part of that answer lies
in their dual pronged financial strategy.
They've successfully raised venture capital from
institutional investors like Indigo Capital Partners,
(02:07):
Utopian, and Electium. This is the kind of capital that
fuels rapid scaling and, you know, aggressive market
expansion. But what's truly distinctive is
that alongside this traditional funding, they ran a significant
crowd queue campaign back in April 2022 and they brought in
an impressive 587,941 from 141 individual investors.
(02:28):
This crowdfunding element isn't just about the money, is it?
It suggests the deliberate community centric approach.
It's a way to foster a strong base of early adopters and brand
advocates right from the start, sort of turning customers into
investors and evangelists, yeah.Absolutely.
And it seems this international outlook was baked in from day
one, given their truly global operational footprint.
They have the registered office in Barcelona Shore, but also
(02:49):
commercial addresses in key international hubs like New York
in the USA and Cordoba in Argentina.
This global spread from the outset clearly signals an
inherent international orientation, not just a later
expansion plan. And while one source as of June
2025 places in it, I think 91st among 447 active competitors in
the performance tracking sector,it's important to frame this not
(03:11):
as like a modest standing, but is significant growth potential
for a young company aiming at these underserved market
segments. They're still in the phase of
establishing their presence right?
Yet their dedication to AI powered accessible solutions
positions them to challenge moreentrenched, possibly higher
funded competitors. This really highlights a
strategic, rather than, say, a struggling market posture.
(03:33):
What's truly fascinating here ishow their funding strategy
directly aligns with that mission.
The one about democratizing elite sports technology.
The venture capital provides thenecessary firepower for rapid
scaling and aggressive market penetration, Yes, but that
crowdfunding component is frankly a stroke of genius.
It builds A genuine community ofearly adopters, turning them
(03:55):
into brand advocates who are truly invested in the company's
success. This is absolutely key for a
company that aims to democratizetalent evolution and injury
prevention for the 270 million non elite footballers.
That broad appeal and community focus could indeed be a
significant competitive advantage against more
traditional rivals who typicallyfocus solely on the elite
(04:16):
professional market. It cultivates a loyal user base
that can organically Dr. adoption and growth, creating a
powerful network effect. This then leads us to consider,
how does a company with this kind of mission translate it
into unique and genuinely innovative technological
offerings that truly stand out in, well, a crowded market?
Well, what truly fascinated me about Oliver's approach and
(04:36):
where it gets really interestingis their core offering, AI
powered performance tracking specifically designed for
football. But what truly sets them apart,
differentiating them from many established players in this
space, is the truly innovative placement of their tracker.
Traditionally it was placed on the leg, and now since 2024,
they've expanded to also offer placement in a calf sleeve and
(04:58):
even a vest. But that original specific leg
placement, Why was that so revolutionary in a sport like
football? The technology itself is a
sophisticated blend of GPS, which tracks your position on
the field, obviously an inertialmeasurement unit, or IMU
sensors. Think of an IMU as a tiny
gyroscope and accelerometer all rolled into one.
(05:18):
It tells you how you're moving every twist, turn, jump and
acceleration. These sensors collect raw on
field data, which is then processed by highly
sophisticated artificial intelligence and machine
learning algorithms. But the magic really happens
with that leg placement. It enables the capture of what
they call football metrics neverseen before.
Imagine that for a moment. Most traditional vest based
(05:40):
systems which sit on the torso. They can tell you about physical
movement, how far a player runs,their speed, accelerations,
basic stuff relatively. But Oliver's leg placement
captures granular football specific technical data that a
chest worn sensor simply can't capture.
We're talking about things like ball interaction, frequency,
kick power, dribbling efficiency, whether a player is
more 2 footed, their ball possessions, even time on the
(06:02):
ball. This goes far beyond just
physical movement and offers a much more comprehensive analysis
of a player's actual interactionwith the ball during a game or
training session. This unique capability underpins
their core value proposition to democratize access to elite
technology for all athletes worldwide.
The technology aims to achieve several critical objectives.
(06:24):
First, it enhances decision making for coaches and fitness
trainers, giving them objective data to refined strategies.
Second, it directly improves overall player performance by
identifying strengths and weaknesses much more targeted.
Third, it aids significantly in injury prevention through
precise load management and providing essential return to
play metrics for recovering athletes, helping to prevent
(06:46):
injury recurrence, which is huge.
And ultimately, it's about delivering actionable insights
that coaches and players can immediately apply.
It's about moving from just datacollection to truly
understanding what to do with this data.
Building on that point, the unique leg placement is
absolutely not just a gimmick. It addresses a fundamental blind
spot that has existed in traditional performance tracking
for football for years. By capturing direct football
(07:08):
interaction, it provides a far more comprehensive analysis of a
player's actual impact and skillexecution on the pitch, which is
profoundly critical in a sport like football.
This distinction allows for targeted training strategies
that go far beyond just physicalconditioning.
You can actually improve specific technical skills with
data driving it and their inclusion in the FIFA Innovation
(07:30):
Program? Well, that's a strategic
masterstroke. This isn't just some casual
endorsement. It means that technology has
undergone rigorous monitoring and validation by FIFA's own
team of experts, including comprehensive testing with
Getthis 40 Vicon cameras to ensure millimeter precision in
data capture. That's serious validation.
This kind of external validationdirectly addresses skepticism
(07:52):
within a data-driven industry, accelerating adoption among
professional clubs that demand proven, accurate technologies
for critical decisions related to player development and injury
prevention. This isn't just about collecting
data, it's about building trust and proving accuracy at the
absolute highest level of the sport.
So with all this groundbreaking technology, how does Oliver
Sports actually cater to different users?
(08:14):
You know, from the professional club right down to the aspiring
kid playing in their backyard, they don't just have one
product, they cleverly have two distinct lines, each tailored
for specific needs. There's Oliver Pro, designed for
teams and coaches, and Oliver for Players, built for
individual athletes. Let's start by diving into
Oliver Pro. It's already been used by over
(08:34):
200 teams in more than 50 countries, which is a truly
rapid adoption rate for a company founded only in 2017.
Very impressive. Oliver Pro targets a wide
audience within the team ecosystem.
We're talking elite developmental teams, futsal
clubs, women's football teams and youth academies.
They've landed some genuinely impressive clients.
To think FC Barcelona's renownedyouth Academy La Mazia, I mean,
(08:58):
that's a global benchmark for talent development.
They also work with top teams inSpain's women's First Division
like UDG Tenerife and Sporting Cueva, as well as Spanish futsal
champions Jimmy Cartagena and even 6 Champions League futsal
teams. This shows a deep penetration
into high level specialized football segments and what's
(09:18):
particularly exciting for our discussion today is their
significant entry into Africa. ZEDFC and Egyptian Premier
League team became the first professional team on the
continent to adopt Oliver Pro. That's a big move.
Definitely. So with all this incredible data
flowing in, how do coaches actually transform it into
better performance on the field?Oliver PRO really empowers them
(09:41):
across several crucial areas. First, for performance boosting,
the system measures numerous metrics that allow coaches to
personalize and plan training sessions with real precision.
This means they can identify andimprove a player's
underdeveloped aspects, enhance existing strengths, and even do
direct player comparisons to generate comprehensive
performance reports. It takes a lot of the guesswork
out of optimizing individual andteam performance, giving coaches
(10:04):
a data-driven blueprint for development.
Removing that guesswork is key. Exactly 2nd, and this is
critical for every athletes longterm well-being, is injury
prevention and load management. Oliver Pro provides incredibly
precise metrics to help avoid both under training and
overtraining, which are, you know, common pitfalls for
athletes at all levels. Think about load management.
(10:26):
This way, a coach can see precisely if a player is at risk
of burnout by tracking their cumulative intensity across
sessions and if a player is returning from injury.
Oliver's return to play metrics aren't just guesses, they're
data-driven insights on things like Sprint capacity or kick
power. They guide coaches on exactly
when to reintroduce them to fulltraining, safely preventing
those costly re injuries and hopefully prolonging careers.
(10:50):
Which is invaluable for both theplayer and the team.
Absolutely. 3rd, and this is where the AI really shines, is
data visualization and actionable intelligence.
The AI powered platform translates all that raw data
into clear, easy to understand visualizations and crucially,
actionable insights immediately after each training session or
game. This helps coaches understand
(11:10):
what to do with this data without needing like APHD in
data science. Recent enhancements include
A-Team timeline feature for precise workload tracking both
individually and for the accumulated team workload, and
Custom reports for tailored information delivery, allowing
coaches to pull exactly what they need in the format they
prefer. Finally, versatility is a key
benefit. All of our Pro can be worn in
(11:32):
both traditional vests in the unique calf sleeves.
This flexibility caters to diverse sports and player
preferences, proving particularly beneficial for
women's football, where comfort and usability are maybe even
more key considerations. This adaptability also broadens
their applications to other sports like Futzel, American
football, field hockey, handball, Gaelic football,
basketball and rugby. It really demonstrates their
(11:53):
dedication to inclusivity and strategic market expansion
beyond just conventional male football.
This adaptability and that intense focus on actionable
insights for Oliver Pro is absolutely crucial for its
success with teams. It has to be.
Coaches and trainers don't just need raw data dumped on them,
they need to understand its implications immediately and
easily integrate it into their daily workflow.
(12:15):
The system reduces that analytical burden, making it
highly practical for daily use, allowing staff to focus on
coaching, not just, you know, number crunching and that
versatility in sensor placement.While it might seem like a small
detail, it's a subtle but powerful point.
It reflects a deep responsiveness to user needs and
opens up new market segments beyond traditional male
(12:36):
football, which is a very smart long term play for sustainable
growth. It shows they're listening and
adapting to different athletic needs and body types, which
broadens their addressable market significantly.
OK, but what about the aspiring athlete?
The individual trying to make their mark on the game, or maybe
just a passionate amateur tryingto get better?
That's where Oliver for Players comes in.
(12:56):
This product is specifically designed for individual,
amateur, semi professional and youth athletes.
And apparently it's become particularly popular with young
players who are genuinely passionate about improving their
game. Oliver for Players offer some
incredibly compelling benefits that really level the playing
field. First, it provides comprehensive
metric control. Users can monitor athletic
(13:17):
performance metrics, but uniquely thinks that leg
placement. They also get football specific
metrics and even health related data for injury prevention.
It's a detailed overview of their on field performance that
was once pretty much exclusive to pros, giving them a deeper
understanding of their game. Second, they've absolutely
nailed the gamified experience. This is smart.
(13:39):
To sustain motivation, the platform incorporates elements
like general rankings and challenges among users.
Players are an XP during matches, and this XP isn't just
for bragging rights. It unlocks access to the real
match metrics of professional players like Robert Levandowski,
Lamine Yamal, or Pedry. This enables direct,
aspirational performance comparisons.
(13:59):
You know, I can just picture a kid in their backyard checking
their XP after a practice session, imagining themselves as
the next big star. Users can even create
personalized FIFA card style avatars, transforming their real
world data into something incredibly engaging and
shareable, making improvement feel like part of the video
game. That gamification is powerful,
especially for younger users. Totally 3rd for personalized
(14:20):
development and the system provides detailed performance
analysis allowing comparisons with players at various levels,
amateur, semi pro and professional.
More importantly, it offers AI driven exercise recommendations
specifically tailored to addressindividual weak points, all
complemented by step by And finally, for historical tracking
(14:44):
and analysis, users can track their metrics over time through
customer reports delivered weekly, monthly, or quarterly.
An integrated heat map feature allows for visual analysis of
movement distribution on the field, so you can literally see
where you spent your time and energy during a match.
This truly empowers individual athletes to take ownership of
their development. This truly democratizes
technology that was previously only for professionals, making
(15:08):
elite insights accessible to anyone with a passion for the
game. Absolutely.
By integrating gamification and allowing direct comparisons with
elite players, the platform transforms what could be dry
data analysis into an incrediblyengaging aspirational
experience. It taps into the intrinsic
motivation of athletes feeling self improvement and sustained
participation. It reminds me of, you know,
(15:29):
countless times I've seen promising young players
sidelined by injuries that mighthave been preventable with
better load management. This kind of tech, it feels like
a real support system. And this widespread adoption of
Oliver for players among aspiring athletes could quite
literally revolutionize talent identification.
Imagine it creates a vast standardized database for
objective, data-driven scouting right from the grassroots
(15:51):
levels. It helps overcome subjective
assessments and geographical limitations that have
historically hindered talent discovery.
Instead of relying solely on a scout's eye, you'd have
verifiable performance data accessible to close worldwide.
This is truly fascinating in itspotential impact impact on the
future of sports. OK, let's get a bit more into
the mechanics behind this impressive technology then.
(16:11):
How does they actually work under the hood?
The devices themselves, both forOliver Pro and Oliver for
Players, integrate both GPS and Inertial Measurement Unit, or
IMU sensors. As we discussed, GPS knows where
you are on the field, while the IMU tells you how you're moving.
Now, research has actually validated the Oliver system's
(16:32):
efficacy for monitoring most external load variables,
specifically in futsal, which isinteresting.
The studies reported good validity for metrics like total
distance, high intensity distance, maximum intensity
distance, the number of accelerations and decelerations,
and maximum speed when compared against an established device
like Way MU Pro. However, it's worth noting that
(16:53):
the study did observe some statistical differences for low
speed, distance, and high accelerations.
This isn't necessarily a flaw, but rather an indication that
maybe Oliver is continuously refining its precision,
optimizing the capture of those rapid micro movements like
quick, short dribbles or sudden changes of direction, which are
crucial nuances in football. Yeah, those high frequency
movements are notoriously difficult to capture accurately.
(17:16):
Right. And as we mentioned, the
original design of the device was for exclusive leg placement
to capture those unique footballspecific metrics we talked about
earlier. But since 2024, Oliver Pro has
strategically expanded its offerings to include both
traditional vest and calf sleeveplacement options for the
individual Oliver. For players devices, they are
supplied with two calf sleeves, so the leg placement is still
(17:38):
key there. This evolution from exclusively
leg based placement for PRO to offering these additional
options demonstrates all of our sports responsiveness to market
demands and user comfort. While the leg placement provides
truly distinct and invaluable football specific data, the
inclusion of vest options addresses traditional
preferences and potentially broader applications across
various sports. It strikes a critical balance
(18:00):
between innovative data capture and practical usability for a
wider audience. This iterative refinement
process is absolutely essential for any technology company.
Especially in a dynamic market like sports tech, you can't
stand still. While the leg placement
undeniably offers unique, granular data that sets them
apart, offering vest options demonstrates a deep
understanding of market responsiveness and a commitment
(18:23):
to user comfort. It's about effectively balancing
cutting edge innovation with practicality, meeting users
where they are while still pushing the boundaries of what's
possible. This raises an important
question though. How does a company ensure its
technology not only performs scientifically and delivers
accurate data, but also providesA seamless, intuitive user
experience that keeps people coming back?
(18:44):
User feedback, even if some of it might reflect older data
from, you know, online forms or reviews, points to crucial
areas. Things like the previous use of
micro USB for charging instead of the more modern USBC, which
is pretty standard now, or the time required for GPS
calibration outdoors. Maybe difficulty in inserting
the device into the best pocket sometimes and some comments on
(19:04):
device size compared to competitors, the company stated.
Commitment to constant improvement and the
incorporation of new features isabsolutely key to long term
customer satisfaction and retention.
In a competitive market, the overall user experience can be
just as important as the data itself.
Addressing these practical usability concerns is crucial
for their sustained success and adoption.
(19:25):
Yeah, that makes total sense. So given all this innovation and
strategic positioning, how do they actually get this cutting
edge technology into the hands of players and teams worldwide?
What's the plan? Their marketing strategy seems
heavily focused on democratizingaccess.
That's the core message. They consistently emphasize
their AI powered, actionable insights and how the technology
(19:46):
enhances fan engagement through gamification.
They truly tap into the aspirational nature of sports,
allowing users to compare their performance with pros and even
creating those cool FIFA card style avatars we talked about.
It's about making data personal and exciting and perhaps more
importantly, incredibly motivating for improvement.
Making it stick. Exactly.
(20:07):
They also strategically leveragetheir participation in highly
credible programs like the FIFA Innovation Program and the MLS
Innovation Lab. This gives them robust
validation and helps build trustwithin the sports community.
It's not just them saying it's good.
Right, external validation. Furthermore, they provide
targeted content, including personalized exercise
recommendations and video tutorials from experience
(20:29):
experienced fitness coaches, making the insights truly useful
and applicable in real world training.
And of course, they showcase strong social proof,
highlighting the adoption of their technology by over 200
teams in more than 50 countries,which speaks volumes about its
effectiveness and growing acceptance.
The strategic use of gamification and those
aspirational comparisons is indeed a powerful marketing
(20:51):
differentiator, particularly foryouth and amateur players.
You can see why that resonates. It leverages intrinsic
motivation, transforming what could be a chore, self
improvement into an engaging, almost game like experience.
This in turn fuels sustained engagement, which is absolutely
vital for long term growth and recurring usage.
It cultivates a sense of aspiration and competition that
(21:13):
keeps users invested in their personal development journey
with the product. It's a very clever way to ensure
that users don't just try the product once, but integrate it
into their daily athletic life. And their global expansion
strategy is equally strategic and frankly truly impressive.
While Spain sounds as a strong foundational market with clients
like Lambacilla, top women's teams and numerous FTSL clubs,
(21:36):
they've rapidly expanded their devices data collection to over
50 countries across all continents.
This includes both traditional football powerhouses like
Argentina, Brazil, Germany, Mexico and Italy and rapidly
growing football markets like the United States, Canada, Egypt
and the United Arab Emirates. This strategic focus on youth
academies such as La Macia and MLSNXT and these high growth
(21:59):
markets indicates a clear long term growth orientation.
By embedding their technology early in the player development
pipeline and in markets with high growth potential, they are
effectively cultivating future generations of users and
establishing strong footholds before these markets fully
mature. It's an investment in future
growth, really. Smart play.
Their U.S. market focus, for example, is a significant area
(22:20):
of expansion facilitated throughactive participation in the MLS
Innovation Lab. There, Oliver Sports
collaborates with MLS and XT teams to elevate US youth soccer
development. But let's zoom in on something
truly significant for our discussion the African market.
This is fascinating. Oliver Prio's entry via ZEDSC in
(22:41):
Egypt, an Egyptian Premier League team, was facilitated by
AC Sports, an official partner. Oliver Sports explicitly
highlights the accessibility of its technology as a positive
attribute for the African continent where budgets are
often more constrained compared to say European leagues.
This isn't just a byproduct, it seems like a deliberate
competitive approach to offer a high quality FIFA validated
(23:03):
solution that is more financially viable for a broader
range of teams and academies. This could potentially out
compete higher priced elite focused rivals by offering a
compelling value proposition that aligns with local economic
realities, unlocking a massive pool of talent.
And their presence is noted in atruly impressive number of
African countries. I mean listen to this list, you
just Ethiopia, Gambia, Ghana, Guinea, Kenya, Lesotho, Liberia,
(23:25):
Libya, Madagascar, Malawi, Mali,Male, Mauritania, Mauricius,
Morocco, Mozambique and Namibia,Niger, Nigeria, Reunion, Rwanda,
Senegal, Say, Chelsea Early, Somalia, South Africa, South
Sudan, Sunan, Swazi and Tanzania, Togo, Tunisia, Uganda,
Zambia and Zimbabwe. That's a huge footprint and a
clear commitment to their mission.
Wow. Yeah, that African strategy
isn't a sign of them struggling.It's a very smart strategic
(23:45):
move, a deliberate choice. By embedding their technology
early in the player development pipeline and in markets with
high growth potential, they are cultivating future generations
of users and establishing strongfootholds before these markets
fully mature. Furthermore, their explicit
focus on affordability in Africasignals a deep understanding of
market dynamics and a profound commitment to their stated
(24:06):
democratization mission. They're not just selling a
product, they're aligning their business model with the economic
realities and aspirations of these developing sports markets,
which is a powerful competitive advantage.
It's about building a sustainable ecosystem for talent
development, not just selling a device.
And how does this technology actually reach its users?
The logistics of it all for teams and clubs, The
(24:30):
distribution model appears to beprimarily direct sales and
strategic partnerships. We see language like teams
worldwide have integrated OliverPro.
There's a minimum purchase requirement of 15 devices for a
contract period of at least one year, typically for individual
products like Oliver. For players, it's a direct
online purchase model with the added benefit of free worldwide
(24:51):
shipping, making it accessible globally.
The associated mobile application is, of course,
available for free on major app stores like Google Play and
Apple App Store. Regional market entry and
distribution are further facilitated through official
partners, as we saw with EC Sports in Egypt.
It's also probably worth clarifying just for clarity,
that other entities named OliverIn general, sports equipment or
(25:13):
coaching services are distinct and separate from this specific
performance tracking technology provider.
Sports Data Innovation, SL. Good point.
Important distinction. Now, it's not just about
performance metrics, is it? There seems to be a deeper
commitment here that goes beyondjust numbers.
Oliver Sports explicitly articulates a commitment to
sustainable development and continuous improvement of
(25:35):
athletic performance and and they achieved this primarily
through features specifically designed to support athlete
well-being and long term career longevity.
Which is becoming increasingly important.
Definitely, this technology actively contributes to injury
prevention through precise load management and those crucial
return to play metrics we talkedabout.
(25:57):
These features are absolutely vital for maintaining athlete
health, preventing burnout, and ultimately extending careers
both for professionals and amateurs.
The role of AI in this is pivotal.
It enhances data analysis to enable more efficient planning,
adjusting training sessions to maximize performance without
overloading the players directly, contributing to the
sustainability of long term physical preparation.
(26:18):
It's about optimizing training in a way that prioritizes health
just as much as performance, ensuring players can perform at
their best safely for years to come.
This focus on athlete welfare, significantly facilitated by AI
driven insights, positions them not just as a performance data
provider, but as an ethically conscious technology partner.
(26:38):
In an era of increasing awareness regarding athlete
burnout, overtraining and the long term health consequences in
sports, a product that actively assists in managing player loads
and preventing injuries gains a significant competitive
advantage. This commitment to ethical
product development can foster deeper, more trusting client
relationships with clubs and individual athletes, and it's
undoubtedly a powerful marketingdifferentiator in a market
(27:01):
increasingly sensitive to playerwell-being.
It's about long term athlete health, not just short term
gains, and that resonates deeplywith modern sports
organizations. OK, now let's zoom in on the
competitive landscape, particularly in Africa, which as
we've highlighted, is a very dynamic and growing market for
sports tech. Oliver Sports isn't alone in
this space. Obviously, there are several key
(27:23):
players vying for market share. 3 prominent competitors stand
Out, Catapult, Player Maker, andSoccer B.
Let's briefly unpack each one tounderstand their approach and
how they stack up against Oliver.
Right context is important. First, Catapult.
They are widely recognized as a global leader in elite sports
technology. Their solutions are trusted by
(27:43):
top teams worldwide. Their core tracking tool,
Catapult 1, focuses on improvingtraining efficacy, mitigating
injury risks and refining strategy.
Their sensors are typically vestbased, tracking about 3 or 4
critical physical metrics like distance and speed, the standard
stuff. In Africa, Catapult has
established a significant presence.
(28:03):
They're the official athlete monitoring partner for Cape Town
City FC in South Africa, a prominent Premier League team,
and they also support youth initiatives like Dream Club 100
in South Africa. They primarily operate on a
software as a service or SAWS model for their elite clients,
implying recurring, often highertier costs.
So more focused on the top end of the market.
Seems like it. Next player maker.
(28:25):
Founded in London back in 2002, they've secured substantial
funding totaling around $82 million, making them a well
capitalized player. Their unique feature?
Smart wearable soccer trackers integrated directly into cleats
so foot mounted. This placement allows them to
capture very specific data related to football interaction.
Things like first touch, dribbling, 2 footedness, kicking
(28:47):
power and ball possessions. Very similar to Oliver's leg
based approach in terms of getting those detailed football
metrics. Interesting.
A direct competitor on that specific data point.
It's exactly they've entered theAfrican market through a
partnership with South African football legend Efraim Joe
Osuno, trialing their devices with Mamelodi Sundowns.
Player Maker is also a participant in FIFA's innovation
(29:08):
program, similar to all of our sports, which gives them that
same seal of approval on accuracy and reliability.
And finally, Soccer B, they offer a service that uses their
proprietary GPS tracker, the B EE, which comes in Pro 2 Set,
Elite 2 Set versions, typically with a vest.
Their focus is on analyzing and sharing performance data like
(29:28):
distance covered top speed sprints and heat maps.
They facilitate performance comparisons, global rankings and
strategic growth. They aim to democratize data for
a broader community, with over 50,000 athletes reported to be
using it worldwide. The Soccer B app is free and the
device itself is a one time purchase, which is a key
differentiator similar to Oliver's individual product
model. OK.
(29:49):
So what's fascinating here is that each of these competitors
has a distinct market entry strategy and a unique
technological approach. Particularly in Africa, Catapult
targets the high tier professional clubs with their
established sauce model big budgets player maker leverages
influential local figures like Jomo Sono and focuses on their
unique foot based tracking capabilities for specific ball
(30:11):
interaction data, making them a direct tech competitor to
Oliver's leg sensor in that regard.
Meanwhile, Soccer B emphasizes broad community adoption and
accessibility through a one timepurchase model with a free app
directly competing on affordability and individual
reach. This clearly indicates a very
dynamic and competitive market with varied strategies being
deployed to capture market shareacross different segments of the
(30:33):
football ecosystem. This raises an important
question, how does Oliver Sports, with its specific
technology that leg sensor data and its mission truly stand out
and carve its niche in this crowded field, especially when
it comes to pricing, which is such a critical factor in many
of these markets like Africa? Yeah, the bottom line, right.
So with all this cutting edge technology and these diverse
competitors, what does it all actually cost?
(30:55):
Oliver Sports has distinct pricing models for individual
players and for teams, which really reflects its mission to
democratize access, ensuring their technology can reach as
many people as possible. Let's hear it.
OK. For Oliver, for players, the
individual product they offer a one time purchase OF17999.
What's truly unique and stands out about this is that this
(31:17):
price includes lifetime access without any ongoing monthly
subscription fees. Plus you get the device and two
calf sleeves. There's also a monthly plan
option at 1499 if you prefer that.
But that lifetime access option where you pay once and that's
it. That's a significant
differentiator in a market oftendominated by recurring
subscriptions and makes it a very appealing, transparent
(31:39):
investment for individual athletes and maybe parents
buying for the kids. That lifetime access is a really
interesting hook. Very different.
For Oliver Pro, the team solution pricing is customized
based on the number of units required and the contract
period. As we said, there's a minimum
purchase of 15 devices for a contract duration of at least
one year. Crucially, Oliver Sports
(31:59):
positions this as one of the most cost effective solutions on
the market and they explicitly state it is much more accessible
for the African market where budget constraints are often a
significant factor for teams andacademies.
This indicates a very deliberatestrategic choice to offer a high
value solution at a competitive price point without compromising
on quality or that FIFA validation.
(32:21):
Olivers lifetime access for individual players is indeed a
unique value proposition. It directly appeals to those who
prefer a single upfront cost over the ongoing financial
commitment of a subscription model.
This can significantly lower theperceived long term barrier to
entry from many aspiring athletes.
It feels more attainable for teams.
The flexible and emphasized costeffectiveness, especially
(32:43):
tailored for the African market,is a significant competitive
differentiator, no doubt about it.
It directly challenges the potentially higher, more rigid
subscription costs of competitors like Catapult,
making elite level tracking a more viable option for a broader
range of clubs and academies in budget sensitive regions.
This strategic pricing is a key component of their market
(33:03):
penetration, really embodying their mission of accessibility.
OK. Let's put that into perspective
by comparing it directly to the competitors.
We just discussed price tags forCatapult One team, their pricing
is around $180 per player per year, but there's a mandatory 2
year commitment in annual billing.
Their elite clients use an even higher tier sauce model with
(33:25):
monthly fees, so clearly Catapult is targeting larger
budgets and professional organizations, often with
longer, more expensive commitments.
Yeah, that's a significant annual cost per player plus the
commitment. Then there's Player Maker 2
Point O for individuals. This is purely a subscription
based model. You can get a monthly plan at
$20.00, but there's a minimum 12month commitment.
(33:45):
Or you can offer an annual plan at $199 or a 24 month plan at
$299 upfront. And importantly, these plans and
automatically renew at $149 per year.
So it's definitely a recurring revenue model designed for
continuous engagement but also continuous payment.
So an ongoing cost after the initial perm, unlike Oliver's
lifetime option. Exactly.
(34:06):
And finally, Soccer B, they offer a one time purchase for
their hardware, like the Pro 2 set at $179 or the Lead two set
at 113 LRS with a free accompanying app.
This approach also aims to lowerthe barrier to entry by offering
a single upfront cost for the device, making it directly
comfortable to Oliver's individual model in terms of
payment structure, So the tech focus might differ slightly.
(34:27):
OK. So if we connect this all to the
bigger picture, Oliver's competitive pricing strategy,
particularly that lifetime option for individuals and the
stated affordability for teams, combined with its unique ability
to provide truly football specific technical metrics via
its innovative leg placement, gives it a distinct edge.
They are offering a comprehensive data solution
(34:48):
backed by FIFA validation, but crucially without the
prohibitive ongoing costs or high entry points associated
with some of their competitors. This makes their technology
exceptionally relevant and appealing in budget sensitive
markets, particularly in Africa where value for money is
paramount. The strategic pricing is not
just about being cheaper, it's about offering significant,
(35:09):
unique value that directly enables them to capture market
share from both individual players and teams seeking
comprehensive data without breaking the bank.
It's a key factor in their mission to democratize elite
sports technology, allowing themto truly live up to their
ambition. So what does this all mean for
the future of sports? Really feels like Oliver Sports,
a relatively young company founded only in 2017, has
(35:31):
strategically carved out a trulyunique space in this competitive
world of sports performance tracking.
Their blend of innovative leg based technology which captures
those unique football specific metrics, their unwavering
commitment to democratizing elite insights for everyone, and
their savvy accessible bricing strategy, especially for high
potential regions like Africa, all truly position them for
(35:54):
continued impactful growth. They are not just tracking data,
are they? They're actively cultivating
talent, rigorously preventing injuries and fostering sustained
engagement through smart productdesign and a very clear,
powerful mission. It's a compelling blend of
technology and purpose that could genuinely reshape how we
approach sports development globally.
And this raises an important question for you, the listener,
(36:15):
to perhaps ponder as sports technology continues to advance
and become increasingly accessible, how will the
widespread availability of elitelevel data transform not just
professional sports and the way top teams operate, but also
grassroots development and critically, the future of
athletic talent identification worldwide?
What potential hidden talents previously overlooked due to
(36:37):
geographical or financial limitations might be uncovered
and nurtured thanks to innovative tools like these,
tools that provide objective data accessible to almost
anyone? What could that ultimately mean
for the face of global sports? Definitely something to think
about. Join us next time on the Deep
Dive as we uncover even more fascinating insights from the
ever evolving world of information.
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