What Noah Basketball does

Noah Basketball (legal entity: Pillar Vision Inc.) is a sports technology company founded in 2002 by Alan Marty, headquartered in Athens, Alabama. The company builds sensor-based shot-tracking systems (Noah Pro and Noah Backboard) that mount above a basketball hoop to capture ball position 30 times per second, then analyze trajectory to deliver instant verbal feedback on three proprietary metrics: arc, depth, and left/right deviation, defined by its 45/11/0 methodology. The hardware feeds the cloud-based Noahlytics platform, which provides coaches and players with shot charts, rim maps, Splashzone analytics, and a proprietary grading system ranging from Builder to Master level. Additional offerings include Noah Broadcast (real-time shot data integrated into television, live on Pac-12 Network), the HOOPS App (iPhone-based consumer training app), and facial recognition for automatic Player ID.

The company operates a hybrid revenue model combining one-time/perpetual-license hardware sales (Noah Pro and Noah Backboard) with annual Noahlytics data subscriptions, broadcast data licensing, and consumer revenue from the HOOPS app. Go-to-market is primarily direct enterprise field sales targeting NBA teams (28 of 30), WNBA teams, 200+ NCAA programs across Division I/II/III, and 1,000+ US high schools, supplemented by weekly webinars, coach referral programs that credit $600 per new customer, and event presence at basketball tournaments. Distribution is largely direct, with channel partners Sporta Japan (exclusive Japanese distributor) and Shoot 360 (licensing for membership training gyms) extending reach. As of the latest data, Noah's systems have tracked 498,704,304 shots across 42 US states and Japan, and the platform holds a 2019 SBJ Best in Sports Technology nomination. The company is privately held with no disclosed funding rounds, 11–50 employees, a Huntsville-based R&D facility, and notable board/advisory members including NBA head coach Nick Nurse.

Name

Noah Basketball

Legal name

Pillar Vision Inc.

Website

https://noahbasketball.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Noah Basketball (Pillar Vision Inc.) builds sensor-based shot-tracking hardware and the Noahlytics cloud platform that deliver instant verbal feedback and analytics on basketball shooting mechanics, serving 28 NBA teams, 200+ NCAA programs, and 1,000+ high schools.

Ownership category

akta.pro rank

Product category

Sports Performance Analytics

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Basketball shot tracking
• Sports performance analytics
• Shooting improvement technology
• Athlete development systems
• Basketball training sensors

Headquarters

HQ city

Athens

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Noah Shooting System Hardware: The company sells hardware systems (Noah Pro, Noah Backboard) that are installed on basketball hoops to track shots. This is a capital equipment sale model.
2. Noahlytics Data Service Subscription: Ongoing data service subscription for accessing shot analytics, personalized dashboards, and detailed reports. Data is uploaded to the cloud platform after each session.
3. Broadcast Data Services: Noah provides shot-tracking data for broadcast television, including real-time shot charts, rim maps, and analytics that can be displayed during game broadcasts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Noah Basketball sells a proprietary shot-tracking system consisting of sensors mounted above the basketball hoop that capture ball position 30 times per second and analyze shot metrics (arc, depth, and left/right deviation). The hardware (Noah Pro, Noah Backboard) provides instant verbal feedback to shooters and uploads data to the Noahlytics cloud analytics platform for coaches and players. The company also offers a consumer mobile app (HOOPS) and broadcast integration (Noah Broadcast) for television data services.

Product overview

Noah Basketball offers a unified shooting analytics platform centered on its proprietary Noah Shooting System, which consists of hardware sensors (Noah Pro and Noah Backboard) that capture shot trajectories and provide instant verbal feedback. The platform includes the Noahlytics cloud data service for analytics and the Noah Broadcast module for television integration. A consumer-facing mobile app called HOOPS extends shot tracking technology to individual players on iPhone. The core system measures three key metrics—arc, depth, and left/right positioning—to help players develop muscle memory for the 'perfect shot' defined as 45° arc, 11 inches deep, and centered.

Differentiator

Problem solved

Functional benefit

Brands

• HOOPS App: Interactive training and shot-tracking app for iPhone that puts Noah's analytics in the hands of players, featuring interactive challenges and real-time feedback on shooting mechanics.
• Noahlytics
• Noah Pro
• Noah Backboard
• Noah Broadcast

Products and services

• Noah Pro

Quantifiable outcome

• Elkmont High School improved from 25.3% to 31.9% in three-point shooting and from 56.5% to 59.5% in free throw shooting after one season
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Toronto Raptors, AWS, and MLSE Digital LabsflagshipTechnology or Integration · 1 January 2018The Toronto Raptors established a collaborative 'Shooting Lab' with AWS and MLSE Digital Labs that integrates Noah Basketball's shot-tracking system. The lab captures 29 biomechanical data points at 60 frames per second for comprehensive player analysis.
• Sporta JapancoreChannel Partner/ Reseller/ DistributorSporta Japan is the exclusive distributor of the Noah Basketball Pro System in Japan. The partnership enables Noah to expand into the Japanese market with a local partner focused on growing the game of basketball in Japan.
• PGC BasketballcoreStrategic or Co-development PartnerPGC Basketball is a player development organization that has trained athletes and coaches worldwide. The partnership combines PGC's coaching expertise with Noah's shot-tracking technology for enhanced player development programs.
• Shoot 360coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership with Shoot 360, a membership-based basketball gym offering interactive technology. Shoot 360 integrates Noah's shot-tracking system into their training facilities for members to test, train, track, and compete.
• Phoenix Suns and VerizonflagshipStrategic or Co-development PartnerNoah Basketball partnered with the Phoenix Suns and Verizon for the Suns' new state-of-the-art practice facility. Noah's shot-tracking technology is a key technology partner alongside Verizon's infrastructure.
• Nick NurseflagshipStrategic or Co-development PartnerToronto Raptors Head Coach Nick Nurse joined Noah Basketball's board of directors. Nurse has been a long-time advocate and supporter of Noah Basketball and its innovation to further the game of basketball.
• Shot Mechanics (Coach Collin Castellaw)minorStrategic or Co-development PartnerPartnership with Coach Collin Castellaw at Shot Mechanics to create shooting training content. Created 11 free shooting drills and ongoing educational content about improving shooting mechanics using Noah technology.
• Anthony TolliverminorGTM or Marketing PartnerNBA veteran Anthony Tolliver joined the Noah Basketball advisory board. Tolliver works with Noah to forward the company's mission and provides insights from a player's perspective.
• Pac-12 ConferenceflagshipTechnology or IntegrationThe Pac-12 became the first NCAA conference to partner with Noah Basketball and utilize shooting technology in tournaments. Noah's shot-tracking data is featured in-game across Pac-12 Network broadcasts.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• ShotTracker: ShotTracker provides wearable and sensor-based basketball shot tracking with a connected ball and wristband, competing directly with Noah's hardware-based shot analytics in the same NCAA, high school, and training facility customer base.
• NEX Team (HomeCourt): NEX Team (formerly HomeCourt) delivers AI-powered basketball shot tracking using only a smartphone camera, offering a competing, lower-friction alternative to Noah's hoop-mounted hardware for individual players and small programs.

Emerging players

• KinaTrax: KinaTrax provides markerless biomechanical motion capture for baseball and other sports; comparable as a player-mechanics analytics platform serving pro and collegiate teams with sensor-and-AI-based performance data.
• Dr. Dish Basketball: Dr. Dish manufactures basketball shooting machines and training tools widely used at the same high school, college, and training facility customers Noah serves, making it a complementary/competing player in shooting-improvement hardware.
• Synergy Sports: Synergy Sports provides basketball video indexing and analytics for college and pro teams, often bundled with shot and play data, overlapping with Noah's NCAA and pro team analytics offerings.
• Veo Technologies: Veo provides AI-powered sports video recording and analytics for amateur and youth sports via automated cameras; an emerging adjacent player pursuing camera-based performance data in markets Noah's consumer app targets.

Broad incumbents

• Catapult Sports: Catapult is a publicly traded athlete-monitoring platform with GPS wearables and analytics used across pro and collegiate sports; a broad incumbent in athlete performance data with overlapping buyer personas at the same elite programs.
• Second Spectrum: Second Spectrum is the official NBA tracking and analytics partner, providing computer-vision-based sports data and broadcast graphics to many of the same teams and leagues that are Noah customers.
• Hawk-Eye Innovations: Hawk-Eye (a Sony company) provides ball-and-player tracking across tennis, soccer, basketball, and other sports, with broadcast and officiating-grade data comparable to Noah's broadcast offerings but at much larger scale.
• Stats Perform: Stats Perform is a large sports data and AI company providing play-by-play, predictive analytics, and optical tracking to leagues, broadcasters, and bettors, competing in the broader basketball data ecosystem Noah participates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/noahbasketball
• YouTubeyoutube.com/user/noahbasketball
• Facebookfacebook.com/mynoahbasketball
• LinkedInlinkedin.com/company/noah-basketball

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 Noah Basketball