Sense Arena
Sense Arena is a Prague-based VR sports training company founded in 2017 that builds cognitive athletic training platforms for hockey and tennis on Meta Quest headsets, serving professional teams, NCAA programs, national federations, and individual consumers across 40 countries.
- Company typePrivate
- Founded2017
- HeadquartersPrague, Czechia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Sense Arena does
Sense Arena is a Prague-based virtual reality sports training company founded in 2017 that builds cognitive athletic training platforms delivered through Meta Quest headsets. Its core products include NHL Sense Arena (launched November 2023), specialized modules for hockey players and goalies, and Sense Arena for Tennis (launched November 2022), all powered by a proprietary Sense Arena Training Platform with an accompanying Cloud Platform (cp.sensearena.com) that captures and analyzes drill-level telemetry. The platform is designed to address the practical constraints of on-ice or on-court access by enabling cognitive training in confined spaces such as basements, garages, and hotel rooms, focusing on decision-making, reaction time, and situational awareness rather than physical conditioning.
The company generates revenue through a combination of consumer subscriptions (monthly and annual plans for individual users via the Meta Quest app store and its own e-commerce storefront), enterprise site licenses with installation and training services sold to NHL teams, NCAA Division I programs, and national hockey federations, and hardware sales of Meta Quest headsets and proprietary controller mounts (hockey stick, goalie glove, tennis racket handle). It also offers an optional premium Support+ tier for enterprise customers. Strategic go-to-market combines product-led growth for individual consumers with enterprise field sales ([email protected], [email protected]) supplemented by event-driven demand generation at NHL All-Star Weekend, USA Hockey national championships, and NCAA coach symposiums.
Sense Arena's defensibility is anchored by exclusive licensing agreements with the NHL (all 32 team logos and uniforms) and the NHLPA (600+ player likenesses including Connor McDavid and Matthew Tkachuk), alongside the Official Virtual Reality Training Tool designation from USA Hockey and endorsements from active professional athletes. The company operates through Sense Arena S.R.O. in the Czech Republic, Sense Arena LLC in Massachusetts, and Sense Arena Canada Inc. in Ontario, collectively serving more than 26,000 registered individual users and 3,000 installations across 40 countries.
Sense Arena firmographics
Firmographics- Name
- Sense Arena
- Legal name
- Sense Arena LLC
- Website
- https://sensearena.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sense Arena is a Prague-based VR sports training company founded in 2017 that builds cognitive athletic training platforms for hockey and tennis on Meta Quest headsets, serving professional teams, NCAA programs, national federations, and individual consumers across 40 countries.
- Ownership category
- akta.pro rank
Sense Arena industry classification
Industry- Product category
- VR Sports Training Software
- NAICS
- Amusement Parks and Arcades (7131), Fitness and Recreational Sports Centers (713940), Amusement Arcades (71312)
- SIC
- Services-Amusement & Recreation Services (7900), Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG)
- akta.pro secondary industries
- VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE), VR/AR Gaming Hardware (Headsets & Controllers) (HDACANAD), Simulation & Specialty Peripherals (Cockpits, Rigs, Motion Platforms, Accessibility Controllers) (MPAFAGAI), VR Headsets & Accessories Retail (CRACAFAE)
Keywords
Where Sense Arena is headquartered
LocationHeadquarters
- HQ city
- Prague
- HQ country
- Czechia
- HQ region
- Europe
Offices5 records
Markets served
Sense Arena business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Revenue: Monthly and annual subscription plans for individual users accessing Sense Arena training platform via Meta Quest. Membership plans available in store section of website.
- Hardware Sales: Sale of Meta Quest VR headsets, controller mounts (hockey stick mount, goalie glove attachments, tennis racket handle), and other hardware accessories.
- Installation and Training Services: Professional installation services and introductory training for enterprise customers. Installation includes hardware setup, sensor configuration, software configuration, and test launch. Training lasts approximately 5 hours covering hardware operation, product UI, Cloud Platform management, and troubleshooting.
- Support+ Services: Optional premium support tier beyond Basic Support. Charged monthly along with License Fee. Includes up to 24 incidents per year per Kiosk/Case with hotline access and faster response times.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly and Annual subscription plans available for Sense Arena Membership |
| Subscription | Annual | Annual subscription plan with potential discount vs monthly |
| Subscription | Monthly | Support+ optional premium support tier |
| Unit Pricing | Pay-as-you-go | Hardware and accessories (VR headsets, mounts) |
| Unit Pricing | Pay-as-you-go | Installation, Training, and Transport services |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Sense Arena product offering
Product offeringCore offering
Sense Arena develops and licenses a virtual reality cognitive athletic training platform delivered through Meta Quest headsets. The flagship offering is NHL Sense Arena, the first NHL-licensed interactive VR hockey platform featuring all 32 NHL teams and over 600 NHLPA-licensed player likenesses, alongside Sense Arena for Tennis for off-court cognitive practice. The platform is sold through monthly and annual consumer subscriptions on the Meta Quest App Store and direct e-commerce, supplemented by enterprise license agreements (with paid installation, training, and Support+ services) for NHL teams, NCAA Division I programs, and national hockey federations, plus hardware sales of Meta Quest devices and proprietary controller mounts.
Product overview
Sense Arena is a VR sports training platform company offering two core product lines: NHL Sense Arena/Ice Hockey VR training and Sense Arena for Tennis. The hockey platform includes specialized modules for players and goalies, all powered by the Sense Arena Training Platform (SATP) software with a Cloud Platform for analytics. The tennis product launched in November 2022. Users access training via Meta Quest headsets with optional controller mounts. The platform provides cognitive athletic training focused on decision-making and reaction times through immersive VR scenarios. Subscription-based membership plans provide access to training programs, with optional Support+ premium support services available.
Differentiator
Problem solved
Functional benefit
Brands
- NHL Sense Arena: VR hockey platform featuring NHL team logos and uniforms for training and fan engagement
- Sense Arena for Tennis
Products and services
- NHL Sense Arena VR ice hockey training platform featuring uniforms and logos of all 32 NHL teams, allowing users to train and compete as members of any NHL team via Multiplayer Mode and NHL Season Mode. Designed for off-ice cognitive hockey training of players and goalies, including pre-game routines and game preparation for professional users, and fan-engagement gaming for consumers.
- Sense Arena for Tennis Off-court VR tennis training platform providing cognitive training tools for tennis players, backed by Tennis Hall of Famer Martina Navratilova. Designed for off-court practice of decision-making, reaction time, and situational awareness for professional and amateur tennis players.
- Controller Mounts (Hockey Stick Mount, Goalie Sleeves, Tennis Racket Handle) Optional hardware accessories including goalie glove attachments, hockey stick mounts, and tennis racket handles, sold through the Sense Arena store, that adapt standard Meta Quest controllers for sport-specific VR training.
- Installation and Training Services Professional installation and introductory training services for enterprise customers, including hardware and sensor setup, software configuration, test launch, and approximately 5 hours of operational training covering hardware operation, product UI, and Cloud Platform management.
- Support+ Premium Support Service Optional premium managed support service beyond Basic Support for enterprise customers, charged monthly together with the License Fee, providing up to 24 incidents per year per Kiosk/Case, hotline access, and faster response times, with additional incidents billed at an hourly rate.
Quantifiable outcome
- More than 2 million drills conducted by users across 40 countries
- +4 more outcomes
Companies that use Sense Arena
Customer profileNamed customers20 records
Segments6 records
Ideal customer profiles4 records
Sense Arena technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature7 records
Sense Arena partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and flagship.
- Vegas Golden KnightscoreNHL team using Sense Arena VR training platform.
- Seattle KrakencoreNHL team partnership with Sense Arena. Goalie Joe Daccord uses NHL Sense Arena as pre-game routine. Philipp Grubauer also uses platform.
- Buffalo SabrescoreNHL team partnership. Goaltender Devon Levi signed with Sense Arena in October 2023 and uses platform for game preparation.
- USA HockeyflagshipMulti-year partnership making Sense Arena the Official Virtual Reality Training Tool of USA Hockey. Sense Arena logo on Team USA helmets at IIHF U18 World Championship. Demonstrations at USA Hockey Youth National Championships, Level 5 Coaches Symposium, and BioSteel Player Development Camps. USA Hockey national staff and players collaborating to create training drills.
- Martina NavratilovaflagshipInternational Tennis Hall of Famer and advisor/ambassador for Sense Arena for Tennis product. Launched November 2022.
- Arizona State UniversitycoreNCAA Division I ice hockey program partnership with Sense Arena for cognitive VR training. Arizona State joined NCAA as independent in 2015 after ACHA championship. New 5,000-seat arena opening in 2022.
- Boston CollegecoreNCAA Division I ice hockey partnership. Men's program has 5 NCAA titles (most recent 2012), 11 championship game appearances, 25 Frozen Four berths. Women's team has 3 Hockey East titles, 7 Frozen Four appearances.
- Northeastern UniversitycoreNCAA Division I women's hockey program partnership with Sense Arena.
- Harvard UniversitycoreNCAA Division I women's hockey program partnership with Sense Arena.
- Cornell UniversitycoreNCAA Division I men's hockey program partnership with Sense Arena.
- Quinnipiac UniversitycoreNCAA Division I men's hockey program partnership with Sense Arena.
- Los Angeles KingscoreNHL team partnership with Sense Arena for off-ice training. Bill Ranford serves as goalie coaching advisor (Two times Stanley Cup champion).
- Arizona CoyotescoreMulti-year NHL team partnership with Sense Arena.
- New Jersey DevilscoreNHL team partnership with Sense Arena. Player Dawson Mercer uses platform for off-ice training.
- FINN PartnerscorePR and communications agency handling press releases and media relations for Sense Arena. Contacts: Zach Groen, Madelyn Flax.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Sense Arena competitors and assessment
Company assessmentBroad incumbents
- Catapult Sports: Global wearable athlete performance monitoring vendor serving pro and collegiate programs - incumbent athlete-performance vendor competing for the same team training budget, but in wearables/analytics rather than VR.
- Hudl: Dominant sports video analysis platform used by collegiate and youth programs; overlaps with Sense Arena's training-improvement proposition at the team-software level, though delivered via video rather than VR.
- Strivr: Enterprise VR training company with a sports division that has served professional teams; broader than Sense Arena across enterprise verticals, but competes in the same VR-based athletic training lane.
Direct peers
- WIN Reality: VR-based sports training company focused on baseball and softball pitching/batting with consumer and pro-team distribution - direct competitor to Sense Arena in the VR athletic training category, sharing the Meta Quest distribution model.
- StatusPro: NFL-licensed immersive VR football training and gaming experience backed by significant venture capital - direct peer pursuing the same licensed-sport VR training model as Sense Arena, with pro league IP and consumer subscription revenue.
- Rezzil: VR sports training platform offering football, basketball, and multi-sport drills for athletes and consumers - directly comparable to Sense Arena in cognitive VR athletic training with similar Meta Quest distribution.
Emerging players
- HomeCourt: AI-driven basketball training app using smartphone cameras - emerging cognitive/technical training competitor with similar consumer self-serve motion model, but in basketball and via mobile rather than VR.
- DribbleUp: Smart basketball and soccer training equipment paired with a mobile app - emerging player in at-home cognitive/motor sports training with hardware-plus-subscription mechanics akin to Sense Arena's Meta Quest+subscription model.
- NeuroTrainer: Cognitive training platform focused on athletic reaction time and decision-making - emerging adjacent competitor targeting the same cognitive-training value proposition Sense Arena sells into pro teams and federations.
- FORM Athletica: Smart AR swim goggles combining hardware with a subscription training app - emerging player with the same sports-tech hardware-plus-subscription playbook, validated as a comparable consumer sports training D2C model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Sense Arena social profiles
Digital presenceSense Arena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sense Arena leadership team
Management profileNumber of profiles
Profiles9 records
Sense Arena subsidiaries and ownership
Company hierarchySubsidiaries2 records
Sense Arena funding detail
Funding detailFunding overview
Funding rounds6 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sense Arena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sense Arena
What does Sense Arena do?
Sense Arena develops and licenses a virtual reality cognitive athletic training platform delivered through Meta Quest headsets. The flagship offering is NHL Sense Arena, the first NHL-licensed interactive VR hockey platform featuring all 32 NHL teams and over 600 NHLPA-licensed player likenesses, alongside Sense Arena for Tennis for off-court cognitive practice. The platform is sold through monthly and annual consumer subscriptions on the Meta Quest App Store and direct e-commerce, supplemented by enterprise license agreements (with paid installation, training, and Support+ services) for NHL teams, NCAA Division I programs, and national hockey federations, plus hardware sales of Meta Quest devices and proprietary controller mounts.
Is Sense Arena a public or private company?
Sense Arena is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sense Arena founded?
Sense Arena was founded in 2017. It employs 11 to 50 people.
Where is Sense Arena based?
Sense Arena is headquartered in Prague, Czechia, in the Europe region.
How does Sense Arena make money?
Four revenue lines are on record. Subscription Revenue is the primary driver. The others are hardware Sales, installation and Training Services and support+ Services.
Who are Sense Arena's main competitors?
Broad incumbents on record are Catapult Sports, Hudl and Strivr. Direct peers are WIN Reality, StatusPro and Rezzil. Emerging players are HomeCourt, DribbleUp, NeuroTrainer and FORM Athletica.
Does Sense Arena have an API?
No public API is recorded for Sense Arena.
What industry is Sense Arena in?
Sense Arena's product category is VR Sports Training Software. Its primary akta.pro industry code is MPAFAGAG, VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics), with a secondary code of MPAFALAE, VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods). Its NAICS code is 7131 and its SIC code is 7900.