What Innovative Timing Systems does

Innovative Timing Systems (ITS) is a privately held, founder-owned RFID race timing and event technology company based in St. Louis, Missouri, founded in 2007 by Kurt and Jan. The company designs and sells rugged, IP-67-rated timing hardware — primarily the Jaguar G4 and G4 Pro systems built on an Impinj E70X 4th-generation reader core capable of capturing up to 500 tag reads per second at 1/1,000th-second precision across temperatures from -30°F to 140°F. Its software stack wraps the hardware with JagTrax (live results and athlete performance history), the ITS Your Race registration and fundraising platform, the jClock connected race clock, the RF Ranger accessory line, and a unified mobile application that bundles Bluetooth clock control, JagTrax timing, and the ITS Coach AI assistant. ITS serves professional race timers, education customers (track & multi-sport), military installations (PT testing), and organizers of road races, track & field meets, and mountain bike events, operating across 40+ countries through a channel of 500+ timer partners.

ITS monetizes primarily through one-time hardware and consumable chip sales under a "no per-race fees, own your equipment" model that differs structurally from pay-per-event competitors; secondary recurring revenue comes from $1+ per-paid-registration fees on ITS Your Race, mobile-app subscription features, and captive financing for new timers. Distribution combines direct enterprise sales, an e-commerce storefront for smaller buyers, and a heavily incentivized channel partner program that provides co-branded marketing collateral, Google Ads setup, website design support, and 200+ monthly leads. Technology partnerships center on Impinj (reader core), and a 5-person support engineering team provides pre-race simulations and remote training to sustain a 17-year reputation for reliability across 70,000+ historically timed events.

The company has been entirely bootstrapped since founding, with no disclosed venture or private-equity capital, and operates with approximately 16 full-time staff plus contractors (~25 total). Concentration is distributed across hundreds of SMB timer customers and selected military accounts rather than anchored on a small number of large enterprise contracts, providing revenue diversification at the cost of slower enterprise-style growth.

Name

Innovative Timing Systems

Legal name

Innovative Timing Systems

Website

https://innovativetimingsystems.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Innovative Timing Systems, founded in 2007 in St. Louis, designs rugged RFID race timing hardware (Jaguar G4 series) and supporting software — registration, live results, and an AI assistant — for a global network of 500+ professional timers across 40+ countries.

Ownership category

akta.pro rank

Product category

RFID Race Timing Systems

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Racing Technology & Timing/Tracking Infrastructure (MPAEADAN)

Keywords

• RFID race timing
• Race timing hardware
• RFID timing systems
• Race registration platform
• Digital race clocks

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of RFID timing systems (Jaguar G4, G4 Pro), timing chips, digital race clocks (jClock), RF Ranger, and accessories. Customers own hardware and chips outright with no per-race fees.
2. ITS Your Race Registration Platform: Registration platform earning $1+ per paid registration with integrated free photos, fundraising tools, race app, and automated emails
3. Mobile App Services: Bluetooth-controlled jClock displays, JagTrax RFID timing with live scoring, and AI-powered ITS Coach support
4. Financing Services: Financing available for system purchases to conserve cash for new timing businesses

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Innovative Timing Systems designs, manufactures, and sells professional RFID race timing hardware (Jaguar G4 and G4 Pro readers, jClock digital clocks, RF Ranger accessories, timing chips) and supporting software platforms (JagTrax live-results platform, ITS Your Race registration platform, and a mobile app with AI-powered setup assistance). Its systems are built on the Impinj E70X reader core and are used by professional timing companies, educational institutions, and military installations to time road races, track meets, and other endurance events.

Product overview

Innovative Timing Systems offers a unified platform-plus-modules architecture centered on the Jaguar G4 Series RFID timing ecosystem. The core hardware lineup includes the portable Jaguar G4 and the all-day Jaguar G4 Pro (with built-in computer and 18-hour hot-swappable battery), both built on the Impinj E70X 4th-generation reader. Supporting hardware includes jClock digital race clocks with Bluetooth control and RF Ranger accessories. The software ecosystem spans JagTrax (all-in-one RFID timing with live results), the ITS Your Race registration platform with built-in marketing and fundraising tools, and the Mobile App (which unifies jClock control, JagTrax race timing, and ITS Coach AI assistance into a single mobile experience). The platform is designed for zero per-race fees — customers own hardware and chips outright.

Differentiator

Problem solved

Functional benefit

Brands

• Jaguar: RFID race timing system platform; includes Jaguar G4 and Jaguar G4 Pro timing systems
• JagTrax
• ITS Your Race
• jClock
• ITS Coach
• RF Ranger
• RaceTimes Magazine

Products and services

• Jaguar G4 Portable 4th-generation RFID race timing system built on the Impinj E70X core, reading up to 500 tags per second with IP-67 rugged waterproof rating and operating range from −30°F to 140°F; drives up to four Jaguar antennas over standard RP-TNC connectors and records chip times to 1/1,000th of a second. Sold outright with no per-race fees to professional timers, schools, and military installations.
• Jaguar G4 Pro All-day RFID timing system with built-in computer, 18-hour hot-swappable battery, and Wi-Fi/Cell/Satellite connectivity designed for multi-day events; built on the Impinj E70X 4th-generation reader core delivering up to 500 reads/second with chip times recorded to 1/1,000th of a second.
• JagTrax

Quantifiable outcome

• 500 reads per second with 1/1,000th second precision
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• ImpinjcoreTechnology or IntegrationImpinj E70X 4th-generation RFID reader core is the foundational technology powering the Jaguar G4 timing system, enabling up to 500 tag reads per second with precision timing to 1/1,000th of a second.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Race Roster: Race Roster is a race registration and event management platform with timing integrations, overlapping with ITS Your Race on the registration side and competing for the same race director buyer.

Others

• Impinj: Impinj is ITS's strategic technology partner and the supplier of the E70X RFID reader core powering the Jaguar G4. Not a competitor, but a critical enabler whose platform roadmap materially shapes ITS's product capabilities.
• Alien Technology: Alien Technology manufactures UHF RFID readers and tags used across multiple verticals. It is an enabler/supplier in the RFID ecosystem that competitors to ITS could leverage as an alternative to Impinj.
• Zebra Technologies (RFID): Zebra is a major provider of enterprise RFID readers, antennas, and tags. While not a race-timing specialist, Zebra's RFID platforms enable alternative timing architectures that could be assembled by competitors or new entrants into ITS's market.

Broad incumbents

• RunSignup: RunSignup is a leading online registration and race management platform with built-in timing integrations and a broad ecosystem of race directors, competing with ITS on the registration/software layer.
• ACTIVE Network: ACTIVE is a large incumbent event-management platform offering registration, timing, and endurance-sport software for race directors — comparable buyer (race organizers) but much broader product portfolio than ITS.

Direct peers

• IPICO Sports: IPICO provides RFID race timing systems and disposable tags for mass-participation endurance events worldwide, directly competing with ITS on tag-based timing hardware and software for road races.
• MYLAPS (incl. ChronoTrack): MYLAPS is the dominant sports timing company globally, offering RFID and chip-based timing systems for running, cycling, and motorsports — directly comparable to ITS in technology and customer base. ChronoTrack, which MYLAPS acquired, was a leading road-race timing competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ITSJaguarTiming

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Innovative Timing Systems