deCervo

What deCervo does

deCervo is a privately held, neuroscience-based decision training company founded in 2014 by Jason Sherwin, Ph.D. and Jordan Muraskin, Ph.D. in New York. The company translates original academic research on how the brain makes decisions in high-stakes environments into a portfolio of mobile applications and services that simulate decision scenarios, measure cognitive performance, and adapt training to individual users. Its core product family centers on uHIT (pitch and zone recognition training for baseball and softball hitters, with Plus, Custom, and Gameday tiers), supplemented by uCALL (a custom video app built for NHL hockey officials), and e-TRAIN (a decision-training application for law enforcement academies and in-service officers).

Under the hood, deCervo's platform combines video simulation of game or field scenarios with proprietary AI-driven personalization — uHIT Custom automatically adjusts pitch type, speed, break, and difficulty to the user's performance level, while uHIT Gameday generates opponent-specific scouting reports. The company's patented neuroimaging algorithms, originally developed for brain-imaging research, underpin its claim that it can identify where and when decisions occur, and its NeuroImaging, Custom Dashboard, and Analysis Services extend this capability into bespoke enterprise engagements. Documented customer outcomes include +103 average OPS-point improvements across 17 MLB affiliate hitters, +48 to +134 OPS-point improvements at the collegiate level, and a published ROI framework tying a $10,000 team investment to $1.12M–$4.33M in estimated player-value impact.

Commercially, deCervo operates a hybrid revenue model: subscription-based individual app tiers sold via mobile app stores, organizational licensing for sports teams and academies (with annual contracts in the low-thousands to low-tens-of-thousands range per program), and professional services for custom enterprise and government projects — including US Military engagements delivered directly by the co-founders. Go-to-market is primarily direct enterprise sales targeting professional sports organizations (MLB, NHL, KBO), collegiate athletic programs, and law enforcement agencies, supplemented by a growing regional sales-representative network covering Orlando, Dallas/Ft. Worth, and Los Angeles, and by content marketing through case studies and earned media in outlets such as Fox Sports, MLB Network, and ESPN.

Name

deCervo

Legal name

deCervo

Website

https://decervo.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

deCervo is a neuroscience-based decision training company that builds AI-adaptive mobile apps (uHIT for baseball/softball hitters, uCALL for hockey officials, e-TRAIN for law enforcement) and serves professional sports organizations, collegiate athletic programs, and government agencies.

Ownership category

akta.pro rank

Product category

Cognitive Performance Training Software

NAICS

Computer Training (611420), Sports and Recreation Instruction (61162), Professional and Management Development Training (611430)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Digital Twins & Scenario-Based Systems Training (Equipment/Process Simulators) (EDAFAJAJ)

akta.pro secondary industry

Game-Based Learning & Gamification Authoring (EDAFAHAF)

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual App Subscriptions: Phone apps for individual decision training sold to baseball hitters, softball hitters, and baseball umpires with tiered subscription options (Plus, Custom, Gameday modules).
2. Organizational Licensing: Enterprise licensing for sports organizations, collegiate programs, and law enforcement agencies with custom solutions and volume pricing. Examples include NHL (uCALL for referees), MLB organizations, and college athletic departments.
3. NeuroTech Engineering Services: Custom consulting and engineering services for decision training problems, including experimental design, data collection, and analysis. Projects for US Military designed and managed by founders.
4. Analysis Services: In-depth analysis connecting decisions in apps to real-world performance, with custom dashboards and after-action reports for tracking training effectiveness.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

deCervo builds neuroscience-based mobile decision-training apps (uHIT for baseball/softball hitters, uCALL for hockey officials, e-TRAIN for law enforcement) that simulate high-stakes environments, measure cognitive performance, and adapt to each user via AI. It supplements these apps with custom neurotech engineering services, including neuroimaging-based experimental design, custom analytics dashboards, and after-action analysis that connects in-app training metrics to real-world outcomes.

Product overview

deCervo Decision Training offers a portfolio of mobile decision-training products built on neuroscience and AI. The core uHIT platform provides baseball and softball hitting training through multiple tiers: uHIT Plus (self-guided), uHIT Custom (AI-adaptive), and uHIT Gameday (opponent-specific scouting). Supporting products include uCALL for hockey officiating and e-TRAIN for law enforcement. The company also provides professional services including NeuroImaging, Custom Dashboards, and Analysis Services. All products share a common methodology: simulate high-stakes decision environments, measure cognitive performance, and tailor training to individual strengths and weaknesses.

Differentiator

Problem solved

Functional benefit

Brands

• uHIT: Decision training app for baseball and softball hitters, including modules for pitch recognition, zone recognition, and game-specific training (uHIT Custom, uHIT Gameday, uHIT Plus).
• uCALL
• e-TRAIN

Products and services

• uHIT Mobile decision-training app for baseball and softball hitters that simulates game environments and measures cognitive performance through pitch and zone recognition training; targeted at individual athletes and sports organizations.
• uCALL Custom video training app for hockey officials that accelerates referee decision-making readiness for real-world game situations; built in partnership with the NHL and offered to officiating organizations.
• e-TRAIN Decision training application for law enforcement and policing professionals that uses simulated scenarios to accelerate readiness for real-world field decisions; targeted at police departments and academies.
• NeuroImaging Services Research-quality neurotech engineering service that brings brain imaging to decision environments, including experimental design, data collection, and analysis; targeted at organizations and government agencies needing custom neuroscience-based training solutions.
• Custom Dashboard Services Custom analytics dashboard service providing immediate insight into how training translates to real-world performance, including after-action reporting; targeted at organizations using deCervo's training apps.
• uHIT Analysis Service In-depth analysis service that connects uHIT app performance metrics to real-world hitting output, tracking how changes in simulated decisions translate to on-field results; targeted at sports teams and individual athletes.

Quantifiable outcome

• Average +103 OPS points improvement across 17 MLB affiliate hitters using uHIT Plus training
• +6 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• National Hockey League (NHL)coreStrategic or Co-development PartnerdeCervo built custom video app (uCALL) for NHL to fast-track new referees. Worked directly with Stephen Walkom, Vice President and Director of Officiating, to develop game-specific training tools for hockey officials.
• Johansen BaseballminorStrategic or Co-development PartnerElite baseball training facility in Elgin, IL that pioneered use of uHIT Custom Assessments for level-specific baselines. Founder Ryan Johansen formerly worked with Chicago White Sox hitting tech.
• Syracuse Police DepartmentcoreStrategic or Co-development PartnerLaw enforcement agency using deCervo's eTRAIN in their Academy to accelerate officer readiness. Deputy Chief Mark Rusin confirmed training effectiveness for real-world field decisions.
• Orange Beach Police DepartmentminorStrategic or Co-development PartnerLaw enforcement agency using deCervo's eTRAIN. Chief (Ret.) Steve Brown reports significant learning benefits before officers interact with the public.
• US MilitarycoreStrategic or Co-development PartnerCustom decision training solutions developed for US Military applications. All military projects designed and managed personally by founders Drs. Sherwin and Muraskin.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blast Motion (Blast Baseball): Blast Motion makes a sensor-equipped bat handle and mobile app that delivers swing metrics and training content for baseball, softball and golf hitters. It competes directly with deCervo's uHIT in the mobile, data-driven hitting-development category, serving overlapping youth, collegiate and professional customers.
• Rapsodo: Rapsodo builds launch monitors, video analysis and hitting simulators used in training facilities, college programs and professional clubs across baseball and softball. Its measurement-driven hitting development methodology directly overlaps deCervo's uHIT positioning and customer base.
• Driveline Baseball: Driveline is a data-driven player-development organization famous for its pitching and hitting labs that combine biomechanics, high-speed cameras and proprietary assessment tools. Both firms operate at the intersection of scientific research, athlete training and tech-enabled hitting development for elite amateurs and professionals.
• HitTrax: HitTrax makes a simulator and analytics system for baseball and softball hitting and pitching used in training facilities worldwide. It is one of deCervo's closest functional peers in scenario-based, simulated hitting training for hitters of all levels.
• Yakkertech: Yakkertech provides high-speed camera-based pitch tracking and biomechanics analysis used in college and professional baseball. It sells a data-and-video technology package for hitting/pitching evaluation into the same bullpens and training rooms that deCervo targets.

Broad incumbents

• Hudl: Hudl is the dominant video analysis and team workflow platform for sports at professional, collegiate and youth levels. It serves the same front-office, coaching and player-development buyers as deCervo's uHIT but at much greater scale across many sports.
• Catapult Sports: Catapult provides wearable GPS/LPS athlete tracking and analytics for professional sports teams and tactical operators worldwide. It overlaps with deCervo in supplying performance data and dashboards to elite sports organizations and military/emergency-services customers.
• Trackman: Trackman operates Doppler-radar ball tracking that originated in golf but is widely used in baseball and softball hitting and pitching analysis. It sells into the same pro and college baseball training environments where deCervo competes.

Emerging players

• NeuroTracker: NeuroTracker provides 3D multiple-object-tracking cognitive training software used in sports, eSports, military and rehabilitation settings. It shares deCervo's neuroscience-rooted approach to training decision-making under pressure but with a broader, non-sport-specific focus.
• STRIVR: STRIVR is an immersive VR training platform originally developed for NFL quarterbacks and now used in sports officiating, retail and frontline workforce training. Its immersive scenario-based training methodology overlaps deCervo's simulation-first approach for officials and law enforcement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/deCervoProfile

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

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 deCervo