Total Performance Data
Total Performance Data is a UK-based B2B sports data company that uses proprietary Cambridge-developed GNSS/GPS tracking to deliver real-time positional, speed, and stride data from 150+ racetracks across 15 countries to sportsbooks, broadcasters, racetracks, and professional bettors globally.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Total Performance Data does
Total Performance Data (TPD) is a UK-based, privately-held information technology company that operates what it describes as the world's largest automated distributor of live horse racing performance data, covering 150+ racetracks across 15 countries. Founded in 2015 by Will Duff Gordon after his departure from the Racehorse Owners Association, the company has grown from a UK-only data business into a multi-region platform following its February 2024 merger with Australasia's tripleSdata (tSd).
TPD's core technology is a proprietary GNSS/GPS positioning system designed and developed in Cambridge, delivered through an exclusive partnership with Gmax Technology Ltd. Lightweight regulator-approved GPS trackers transmit live positional, speed, stride, distance, and timing data at configurable 1/2/5/10 Hz update rates, with sub-second latency over UDP JSON feeds. The output powers four integrated product lines: Race Tracking & Timing (hardware/software installations at racetracks), Race Graphics (broadcast, streaming, and big-screen overlays), In-Play Odds (live data feeds to sportsbooks including Betfair, Entain, William Hill, Sky Bet), and a Live & Post-Race API used by professional bettors, syndicates, and high-frequency trading firms. The historical dataset now spans 1.7 million horses and 200,000 races.
The business model is a B2B data-services platform with multiple revenue streams: recurring API subscriptions (multi-year contracts with sportsbooks, traders, and syndicate buyers), racetrack service contracts (equipment, installation, and ongoing support to venues including Royal Ascot, Meydan, Del Mar, Pimlico, Woodbine), broadcast and streaming media data licensing, historical data licensing, and revenue-share arrangements that return a portion of betting-data income to racecourses (initially via a ~£100k payment to ATR in 2022 with 5x growth expected). Approximately 40% of revenue is attributed to North America and ~7% of UK revenue is sourced from the Levy Board. Customers span three primary segments — racetracks, sportsbooks/bookmakers, and broadcast/streaming media — with a long tail of form-data websites, professional bettors, and racing participants as secondary users. The company is actively investing in AI-driven pace projections and augmented-reality broadcast overlays as new product layers, and continues to expand into emerging racing jurisdictions (South Africa, Barbados, Venezuela, Bahrain).
Total Performance Data firmographics
Firmographics- Name
- Total Performance Data
- Legal name
- Total Performance Data Limited
- Website
- https://totalperformancedata.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Total Performance Data is a UK-based B2B sports data company that uses proprietary Cambridge-developed GNSS/GPS tracking to deliver real-time positional, speed, and stride data from 150+ racetracks across 15 countries to sportsbooks, broadcasters, racetracks, and professional bettors globally.
- Ownership category
- akta.pro rank
Total Performance Data industry classification
Industry- Product category
- Sports Data and Horse Racing Analytics
- NAICS
- Racetracks (711212)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Racing Technology & Timing/Tracking Infrastructure (MPAEADAN)
- akta.pro secondary industries
- Horse Racing Media, Data & Handicapping Content (MPAEADAF), Online Horse Racing Betting (Advance Deposit Wagering/ADW) (MPAEADAD), Racetrack & Race Meeting Operations (MPAEADAA)
Keywords
Where Total Performance Data is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Total Performance Data business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Data API Sales to Bookmakers: Providing live and post-race data to sportsbooks for in-play betting odds and visualization. Revenue from global bookmakers including Betfair, Entain, William Hill, Sky Bet.
- Racetrack Services: Race tracking, timing, and graphics services provided to racetracks including Royal Ascot, Meydan, Del Mar, Pimlico, Woodbine. Includes equipment provision, installation, and ongoing support.
- Broadcast Media Data: Rich datasets provided to racing broadcast media, streaming providers, and form websites for enhanced user experience and audience engagement.
- Historical Data Licensing: Back history data covering 1.7 million horses tracked, 200,000 races tracked including UK (50,000 races since 2016), North America (125,000 races since 2017), and Rest of World (25,000 races).
- Revenue Sharing with Racecourses: TPD shares revenue generated from betting data with racecourses. First cheque sent to Ascot in 2020. Approximately £100k initially to ATR with expectations of 5x growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Multi-year contract | Live Data API - Real-time tracking data streamed from racecourse |
| Subscription | Annual | Post-Race Sectional Data - Fixture list, post-race chart and feed |
| Subscription | Annual | Back History - Historical race data covering UK, North America, and international tracks |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Total Performance Data product offering
Product offeringCore offering
Total Performance Data provides real-time horse racing performance data using proprietary GNSS/GPS tracking technology developed in Cambridge. The company installs lightweight GPS trackers on horses, streams live positional, speed, stride, distance and time data at up to 10 times per second, and sells this data through JSON/UDP APIs to global bookmakers for in-play betting, to racing broadcasters for on-screen graphics, and to professional traders and syndicates for quantitative modelling.
Product overview
Total Performance Data offers a unified platform of live horse racing data products built around GNSS/GPS tracking technology. The core portfolio consists of four interconnected products: Race Tracking & Timing (the hardware/software GPS tracking system), Race Graphics (broadcast and display overlays), In-Play Odds (real-time betting data), and the Live & Post-Race API (data feeds for professionals). These products share a common data infrastructure delivering live positional, speed, stride, and timing data from 150+ racetracks. TPD Zone is a consumer-facing sub-brand for in-play betting. The company operates through an exclusive technology partnership with GMAX Technologies Ltd for the underlying tracking hardware and graphics rendering.
Differentiator
Problem solved
Functional benefit
Brands
- TPD Zone: Betting platform for in-play racing odds and betting services
- Nick Luck Daily Podcast Sponsor
Products and services
- Race Tracking & Timing GPS/GNSS-based horse tracking solution that streams live positional data within fractions of a second during races, transmitting speed, stride, distance, position and time data. Configurable update intervals of 1, 2, 5 or 10 times per second. Installed and operated by TPD at racetracks globally.
- Race Graphics In-race graphics overlay for racetrack screens, TV broadcast and online streaming showing live speed, time data, positional information, running order, split times, live odds and win percentages during the race.
- In-Play Odds In-running betting data service that powers live odds during races for global bookmakers (Betfair, Entain, William Hill, Sky Bet), enabling in-play betting and cash-out functionality during live horse racing events.
- Live & Post-Race API Real-time and historical data API supplying live tracking data, post-race sectional data (fixture list, post-race chart, post-race feed, sectionals history), post-race points data and back history (1.7M horses, 200K races) to professional traders, syndicates and quantitative firms for market making and equine research. Delivered as JSON via UDP protocol at configurable update frequencies.
- TPD Zone Sub-brand in-play betting platform powered by TPD's live GPS data. Enables in-running racing betting with direct data feeds or ready-made in-running prices for betting operators.
- Gmax Race System Lightweight, low-cost GPS tracker hardware approved by racing regulators, supplied under TPD's exclusive partnership with Gmax Technology Ltd. Includes the Gmax Eye wireless optical timing system and Gmax Graphics rendering system for broadcast visualisation. Operated by a single operator on race days.
- Augmented Reality Overlays Augmented reality overlays for horse racing broadcast and mobile viewing, designed to attract younger audiences engaging primarily through mobile devices, using wearable sensor data and AI-driven pace projections.
Quantifiable outcome
- Betfair signals 10-year high of in-play bets thanks to TPD's in-running racing data (2021)
- +2 more outcomes
Companies that use Total Performance Data
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles4 records
Total Performance Data technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature5 records
Total Performance Data partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- EquibasecoreNorth American GPS tracking data partnership renewal. Equibase publishes charts using TPD's GPS data for US and Canadian racing. New fan engagement innovations being developed together.
- Bahrain Turf ClubmajorNew partnership with The Bahrain Turf Club for race tracking and data services.
- The Winners CircleminorIntegration of real-world racing data into The Winners Circle fan platform features. Aims to enhance user engagement and predictions through data-driven visualizations, prediction games, and future innovations involving race moments and fantasy racing.
- Racing VictoriamajorMulti-year in-the-run deal. Racing Victoria becomes first Australian racing jurisdiction to have exclusive deal. Following TPD merger with tripleSdata (tSd), combining Australian and global tracking operations.
- German TotemajorGerman Tote selected TPD for race tracking and data monetisation across all 19 thoroughbred racecourses and several harness tracks. Started at Berlin's Hoppegarten for turf season.
- tripleSdata (tSd)coreMerger cementing position as world's largest automated distributor of live performance data to racecourses, bookmakers, media, and racing fans. Australasia's predominant horse tracking company merged with TPD.
- Jeremy Doig (Technology Board Member)minorTechnology visionary Jeremy Doig joined TPD Board, bringing technology expertise.
- Gmax Technology LtdcoreExclusive long-term partnership where Gmax provides race tracking hardware and technology. Gmax Race System tracks all horses providing real-time data including speed, position, stride length, running order, and timing. Lightweight GPS trackers approved by racing regulators. Most widely deployed thoroughbred race tracking system.
- Arena Racing Company (ARC)coreLong-term partnership covering media rights. ARC operates racetracks and partners with At The Races (ATR) and Sky Sports Racing. TPD began remitting revenue sharing back to racing through this partnership.
Scale indicators12 records
Recent moves16 records
Expansion highlights7 records
Total Performance Data competitors and assessment
Company assessmentDirect peers
- Timeform: Long-established UK racing data and form-analysis provider offering ratings, sectional times, and performance insights to punters, media and bookmakers. Timeform overlaps with TPD's historical/form data and broadcast analytics offerings, and is a comparable consumer of sectional performance data.
- Trakus: Horse racing tracking technology provider that developed radio-frequency-based position tracking systems deployed at North American tracks (now part of Equibase). Closest historical competitor to TPD in the racing-tracking category, serving overlapping US/North American racecourses.
- Racing and Sports: Australian racing data, form and analytics provider serving bookmakers, media and punters across Australasia. Highly comparable to TPD's form/sectional data products, with strong overlap in the Australian market where TPD recently entered via Racing Victoria and tripleSdata.
Broad incumbents
- Weatherbys: UK-based provider of racing administration, identification and bloodstock services to the British racing industry. While not a direct tracking competitor, Weatherbys sits in the same racing data infrastructure stack as TPD, serving many of the same racecourse and regulator customers.
- Genius Sports: Publicly traded sports data and technology company providing real-time data, odds and trading technology to sportsbooks globally. Analogous to TPD as a B2B data infrastructure business serving the sportsbook ecosystem, with potential overlap as racing data becomes a more strategic vertical for sportsbook suppliers.
- Stats Perform: Sports AI and data company distributing live data, tracking and analytics to leagues, media and sportsbooks. Comparable to TPD as a technology-led sports data business serving the same bookmaker and broadcaster buyer base, with broad sport coverage that complements TPD's racing specialism.
- Sportradar: Global sports data and content company supplying live data, odds and trading services to sportsbooks and media across dozens of sports. While not focused exclusively on racing, Sportradar is a comparable B2B data infrastructure peer to TPD for bookmakers and would be a likely strategic acquirer of, or competitor to, TPD in racing verticals.
- At The Races (ATR): UK horse racing media and data platform that broadcasts and distributes racing content, and a TPD partner via the Arena Racing Company relationship. ATR operates as both a customer (receives TPD data) and a competing content/form provider for the same UK racing audience.
- Equibase: North America's official Thoroughbred horse racing data company and a TPD distribution partner. Equibase aggregates and publishes racing data, charts, and results — overlapping with TPD on form/performance data distribution, though Equibase is broader (pedigree, entries, results) while TPD specialises in real-time GPS tracking.
Regional players
- Racenet (News Corp Australia): Australian horse racing media, data and form site operated within News Corp's betting portfolio. Comparable to TPD's media/form and fan-engagement use cases, focused on the Australian market where TPD is now expanding post-tripleSdata.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Total Performance Data social profiles
Digital presenceTotal Performance Data compliance and trust
Trust signalCompliance1 record
Total Performance Data financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Performance Data leadership team
Management profileNumber of profiles
Profiles9 records
Total Performance Data subsidiaries and ownership
Company hierarchySubsidiaries1 record
Total Performance Data funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Performance Data 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 Total Performance Data
What does Total Performance Data do?
Total Performance Data provides real-time horse racing performance data using proprietary GNSS/GPS tracking technology developed in Cambridge. The company installs lightweight GPS trackers on horses, streams live positional, speed, stride, distance and time data at up to 10 times per second, and sells this data through JSON/UDP APIs to global bookmakers for in-play betting, to racing broadcasters for on-screen graphics, and to professional traders and syndicates for quantitative modelling.
Is Total Performance Data a public or private company?
Total Performance Data is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Total Performance Data founded?
Total Performance Data was founded in 2015. It employs 11 to 50 people.
Where is Total Performance Data based?
Total Performance Data is headquartered in London, United Kingdom, in the Europe region.
How does Total Performance Data make money?
Five revenue lines are on record. Data API Sales to Bookmakers are the primary driver. The others are racetrack Services, broadcast Media Data, historical Data Licensing and revenue Sharing with Racecourses.
Who are Total Performance Data's main competitors?
Direct peers on record are Timeform, Trakus and Racing and Sports. Broad incumbents are Weatherbys, Genius Sports, Stats Perform, Sportradar, At The Races (ATR) and Equibase. Racenet (News Corp Australia) is listed as a regional player.
Does Total Performance Data have an API?
Yes. TPD provides live and post-race data APIs for professional traders, syndicates, and racing professionals for quantitative modelling, market making, and equine research. Data packages include TPD LIVE DATA (live tracking, race progress, fixtures list, jumps, race list, routes, par points), TPD POST-RACE SECTIONAL DATA (fixture list, post-race chart, post-race feed, sectionals history), TPD POST-RACE POINTS DATA (point data feed), and TPD BACK HISTORY (1.7 million horses tracked, 200,000 races tracked). Data is delivered as JSON via UDP protocol at configurable update intervals of 1, 2, 5, or 10 times per second. A static IP address is required to receive data.
What industry is Total Performance Data in?
Total Performance Data's product category is Sports Data and Horse Racing Analytics. Its primary akta.pro industry code is MPAEADAN, Racing Technology & Timing/Tracking Infrastructure, with a secondary code of MPAEADAF, Horse Racing Media, Data & Handicapping Content. Its NAICS code is 711212 and its SIC code is 7948.