But as the Paris Olympics highlighted, we’re entering a new era where AI is reshaping the way we experience and engage with sports.

At SportAI, we’re leveraging this technology to democratise access to elite-level coaching. By providing data-driven, real-time feedback through our B2B model, we collaborate with partners across the sports ecosystem – venues, training apps, broadcasters, and equipment brands  – to make professional-grade sports technique analysis available to more people, whether they’re picking up a racquet for the first time or playing at a competitive level.

Our approach is simple but powerful. Instead of selling directly to athletes, we partner with organisations already serving a dedicated sporting community. For example, in the coming weeks MATCHi, the fastest-growing network for racquet sports globally, will start to roll-out a SportAI-powered padel analysis solution to their 1 million+ users worldwide. This model allows us to scale rapidly and ensures that both players and coaches get access to the best in sports data and technique analysis. By integrating our solutions through APIs, our partners can offer personalised coaching insights directly to their users without the need for expensive, dedicated hardware.

One of the most exciting aspects of SportAI is its ability to provide instant, objective feedback. Traditional coaching remains invaluable but can be limited by subjectivity and time constraints, as well as the hefty price tag. SportAI bridges this gap by acting as a complementary tool in a coach's toolkit or as a standalone training option, tailored to the player’s needs. Our AI analyses player movements in real time using computer vision and machine learning, breaking down techniques with precision and providing actionable feedback. A player can compare their forehand swing to a gold standard or the style of a much-admired professional athlete, identifying areas for improvement with clear, data-driven recommendations. That means that players really can learn to serve like Serena or volley like Federer. This kind of analysis isn’t just faster – it’s also more accessible, giving players a tangible way to consistently track their progress.

Equipment selection is an important area where AI can enhance a player’s game while helping to minimise the risk of injury. The right gear can transform a player’s performance, but most athletes are left guessing when it comes to racquet weight, head size, or string tension. Equipment brands can use SportAI’s technique analysis to power personalised recommendations in-store and online. This level of personalisation streamlines the shopping experience, meaning athletes avoid the financial cost of trial-and-error and select gear that enhances their game. For equipment brands, it’s a chance to offer tailored recommendations that improve customer satisfaction, increase conversion rates, strengthen loyalty, and drive sales.

Our technology isn’t just for athletes – it’s for the fans at home too. Audiences increasingly expect deeper insights into player performance and game strategies. By integrating SportAI technology into live coverage, broadcasters can offer heatmaps, movement visuals, and real-time technique analysis that bring the game to life for viewers. This approach not only engages fans but also creates opportunities for broadcasters and brands to stand out. A broadcaster providing cutting-edge analysis will connect with audiences, positioning themselves as innovators driving in-depth fan engagement.

At SportAI, we’re building a future where elite coaching is no longer reserved for the few. By combining hardware-agnostic AI with a scalable, B2B partner-driven model, we’re closing the coaching gap between athletes at the top and those just starting out. We believe that by breaking down barriers to access, we can empower athletes everywhere to connect with sport, improve their game, and achieve their potential – regardless of their experience, location or resources.  

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.