Catapult acquires Athlete Management System

08 Aug 2017

By: Sport Industry Group

Catapult has announced an agreement to acquire the SportsMed Elite and Baseline athlete management system (AMS) products from Brisbane-based SMG Technologies (SMG) for $1.9m.

SportsMed Elite has an existing global user base of elite sporting clubs and associations. The modularised cloud-based platform acts as a store of team data and information, including player wellness metrics, injury and medical records, wearable data, and video.

Permission based access enables coaches and staff to run analytics and output reports across data sets covering their entire playing group, and securely manage team calendars and player communication from within the platform.

Baseline is an AMS team solution specifically designed for the sub-elite market, with a simplified set of features delivering intuitive functionality and insights specifically for schools and semi-professional sporting groups.

Bevin Shields, head of corporate development at Catapult said: “The products already have a highly engaged global user base spanning elite clubs, leagues, colleges, universities, and high schools. We think there is an exciting opportunity to leverage our existing channels and roll out a uniquely integrated Catapult AMS solution that benefits both our growing customer base and the broader market.”

Joe Powell, CEO, Catapult said: “This transaction is central to the continued evolution of Catapult as the global market leader for analytics solutions for elite sports. The addition of an AMS platform will enable the expansion of our analytics offering, using multiple data sources to deliver better outcomes for teams and incremental commercial opportunities for Catapult.”

Six SMG employees, including AMS product, development, and support staff, will transfer to Catapult as part of the transaction, bringing with them product category expertise and sales experience. Product functionality during the six-month transition phase will be supported by SMG under a transitional services agreement tied to deferred consideration payments.

Powell added: “We’re really excited to be able to combine our existing sales and support infrastructure with SMG’s AMS product expertise. We’ve done a lot of work internally to ensure we’re well prepared to quickly integrate this product into our technology stack, and roll it out through our sales channels to our large elite client base.”

Catapult, who won the Cutting Edge Sport Award in association with Sela Sport at this year's BT Sport Industry Awards, stated that integration of AMS products will extend its ability to provide teams with AI and machine learning-based analytics beyond the current streams of data.