What Trace does

Trace (formerly AlpineReplay, Inc.; Delaware corporation headquartered in Austin, Texas) is an AI-powered sports technology company that automatically captures, edits, and distributes youth sports game footage. The company was co-founded by Anatole Lokshin and David Lokshin and operates with 51–100 employees. Its core product is TraceCam, an AI-driven autonomous camera that records games without a human operator; this hardware feeds a computer vision stack called PlayerFocus AI that identifies players by jersey number and color, tracks movements, and integrates GPS sensor data for performance metrics. On top of this, Trace layers generative AI tools (AI Reels), predictive analytics (PlayerFocus Analytics), and a player identity and recruiting platform (Trace iD), exposed through mobile apps on iOS and Android (Trace Teams App).

Trace makes money through a combination of hardware sales (TraceCam cameras and accessories) and recurring subscription software. The subscription is sold in two tiers: a Family/Family plan targeted at individual parents and players, and a Club plan sold to youth sports organizations. Distribution is driven primarily through B2B club partnerships — 300+ clubs are on the platform, including ALBION SC and Colorado EDGE (2,900+ players) — which serve as the acquisition channel for downstream consumer subscribers. The platform processes thousands of games weekly and surfaces more than one million highlights per month, with newer product extensions including Trace Basketball (launched 2025) and college recruiting functionality via Trace iD.

The company has raised $65.2M total, with a $47M Series C in April 2022 led by Pelion Venture Partners. Other leadership includes CFO Jason Gardner and VP of Product Ron Kurti. The combination of proprietary hardware, in-house computer vision and generative AI, a club-led distribution channel, and downstream recruiting monetization positions Trace as a vertically integrated platform targeting the youth sports media and player development market.

Name

Trace

Legal name

Trace, Inc.

Website

https://traceup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Trace is an Austin-based AI sports technology company that builds autonomous cameras (TraceCam) and computer vision software (PlayerFocus AI) to automatically film, edit, and distribute youth sports game footage, serving 300+ clubs and families.

Ownership category

akta.pro rank

Product category

Sports Technology / AI Video Platform

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949), Computer Peripheral Equipment, Nec (3577)

akta.pro primary industry

Golf Rangefinders, GPS & Wearable Tech Retail (CRAMAGAH)

Keywords

• AI sports video
• Automated game filming
• Player tracking software
• Youth sports analytics
• Highlight video generation

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations

Revenue model

1. PlayerFocus Subscription Plans: Subscription-based access to Trace's platform for automatic game filming, AI editing, player highlighting, and analytics. Plans include Family by Family and Club options with monthly or annual billing.
2. Camera Equipment: Hardware sales including TraceCam cameras, cases, sensors, tripods, battery packs, and accessories. Equipment is leased to customers under terms of service and must be returned upon subscription end.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Trace is an AI-powered sports technology platform that automatically captures, tracks, and edits personalized game footage for youth soccer and basketball players. The TraceCam hardware works with PlayerFocus AI (traceVision) to identify individual players, auto-generate highlight reels, deliver performance analytics, and produce shareable recruiting profiles, all accessible through a mobile app and web platform.

Product overview

Trace offers an AI-powered sports camera platform that automatically captures and edits personalized game footage. The core offering consists of TraceCam hardware combined with PlayerFocus AI technology, which identifies, tracks, and spotlights individual players. The platform includes multiple viewing modes (PlayerCam, TraceCam, MultiCam), AI-edited highlight reels (AI Reels), performance analytics (PlayerFocus Analytics), and player profile/sharing features (Trace iD). The product supports both soccer and basketball sports, with the Trace Teams mobile app enabling coaches and managers to operate the equipment. Users can watch games from their preferred angle, receive automatically generated highlight playlists, analyze performance metrics, and share content with family, coaches, and college recruiters.

Differentiator

Problem solved

Functional benefit

Brands

• traceVision: The AI vision platform that powers Trace's automatic game film capture and editing technology
• PlayerFocus
• TraceCam
• Trace iD
• PlayerCam
• MultiCam
• AI Reels

Products and services

• TraceCam AI-powered automated camera hardware that captures full sports games without a camera operator, using computer vision and GPS sensors to track the action and individual players. Designed for youth soccer and basketball clubs, coaches, and families.
• PlayerFocus AI Platform AI software platform that identifies, follows, and spotlights individual players during games, delivering personalized highlight playlists with each player front and center. Used by youth sports parents, players, coaches, and clubs.
• Trace Teams Mobile App iOS and Android application that allows subscription owners, coaches, and team managers to operate Trace equipment, create games, start/stop recording, manage rosters, and view results.
• Trace Basketball AI-powered automatic game filming technology adapted for basketball, capturing every shot and game action similar to the soccer product. Targeted at youth basketball players, parents, coaches, and clubs.
• Trace iD Public player profile platform that lets players save highlights, create shareable playlists, and generate college recruiting profiles accessible to family, friends, and recruiters.

Quantifiable outcome

• Thousands of games traced weekly
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core.

• Colorado EDGEcoreStrategic or Co-development Partner · 1 May 2025Partnership announced May 1, 2025 to provide automatic AI-powered video highlights for Colorado EDGE's 2,900+ registered players across the club. Trace's technology automatically records games and creates individual highlight reels including shareable college recruiting profiles.
• ALBION SCcoreStrategic or Co-development Partner · 17 July 2024National partnership announced July 17, 2024 providing AI-powered automatic video highlights to all teams in ALBION SC and its national affiliates. Trace's technology automatically records games, tags individual players, creates highlight playlists, and generates shareable college recruiting profiles.
• Various Sports Clubs (300+)coreChannel Partner/ Reseller/ DistributorOver 300 youth sports clubs have partnered with Trace to provide automatic AI-powered video highlights to their members. Clubs become distribution channels bringing Trace services to their player bases.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hudl: Hudl is the dominant team video and analytics platform for youth, high school, and collegiate sports. It offers game film capture, breakdown tools, and recruiting profiles, making it Trace's most direct competitor at both the club and consumer level.
• Veo Technologies: Veo offers AI-powered sports cameras that automatically capture and edit game footage for soccer and other team sports. It is a global leader in the same auto-filming category Trace competes in, with strong European and US club penetration.
• Pixellot: Pixellot produces AI-driven, operator-less sports broadcasting cameras used by clubs, schools, and federations. Like Trace, it sells hardware-plus-software to automate game capture, but is more focused on broadcast/streaming and is deeply embedded in soccer globally.
• Spiideo: Spiideo provides AI-powered sports cameras and a cloud-based video and analytics platform for clubs and federations. Its automated capture and tagging capabilities overlap directly with Trace's PlayerFocus AI offering.
• GameChanger: GameChanger offers live scoring, streaming, and video highlights for youth and amateur sports, particularly baseball, softball, basketball, and soccer. It targets the same parent/coach/club audience with automated video capture features competing with Trace.

Emerging players

• Krossover: Krossover provides AI-powered game film breakdown and highlight generation for youth and high school teams. It overlaps with Trace's analytics and highlight-reel functionality, though it relies on user-uploaded footage rather than an automated camera.
• Reely: Reely uses AI to auto-generate sports highlights and clips from broadcast or user-supplied video, primarily for fan engagement and social media. It is more focused on the highlight-reel output layer than full-stack capture, but competes for some of Trace's AI Reels use case.
• Sportlogiq: Sportlogiq provides AI-powered sports analytics and video tracking for soccer, hockey, and other team sports, primarily at the professional and collegiate level. It overlaps with Trace's analytics ambitions in computer vision and player tracking.

Broad incumbents

• Catapult Sports: Catapult is a publicly traded athlete monitoring and performance analytics company serving professional and elite teams. It is broader than Trace in scope (wearables + video) and competes most directly in the analytics layer Trace is building with PlayerFocus Analytics.
• TeamSnap: TeamSnap is a leading youth sports management platform for rosters, scheduling, payments, and communication. It serves the same clubs and parents as Trace and represents both a potential integration partner and an incumbent that could expand into video.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Tracesoccer
• Facebookfacebook.com/traceup
• LinkedInlinkedin.com/company/traceup
• Instagraminstagram.com/traceup
• Xx.com/traceup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trace