SmartGoals
SmartGoals B.V. is a Dutch sports technology company that sells interactive LED cone systems and a SkillGames data platform for cognitive, reactive-agility training and talent identification in football, with customers spanning 2,000+ clubs from grassroots to elite European clubs.
- Company typePrivate
- Founded2021
- HeadquartersEindhoven, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What SmartGoals does
SmartGoals B.V. is a Dutch sports technology company headquartered in Veldhoven, Netherlands, that develops interactive hardware-software systems for cognitive and reactive sports training. Its core product is an LED-equipped cone system (SmartLights, SmartRemote, SmartCharger) that uses sensors and Bluetooth connectivity to create unpredictable, dynamic training scenarios where one lit cone triggers the next, targeting spatial awareness, reaction speed, game intelligence, and decision-making. The cones are paired with a mobile app and supported by the SkillGames data platform, which offers 20+ standardized performance tests, longitudinal player tracking, peer benchmarking, and gamified SkillCards for talent identification. A third line, SkillCourts, extends the technology into customizable urban public-space sports installations with analytics for municipal buyers.
The company monetizes through a hybrid model: upfront hardware sales of cone systems and accessories, recurring subscription revenue from the SkillGames platform, and one-off SkillCourt installations. Pricing is quote-based rather than tiered, distributed via direct enterprise field sales (targeting professional football clubs and national associations), a growing regional distributor network (e.g., SportLander in Hungary, Janssen Fritsen in the Netherlands, WH Sports), an own-storefront e-commerce channel, and event-driven demand generation via Soccer Camps United talent days. Customers span grassroots to elite clubs across Europe and selectively in the US and Turkey, with named enterprise accounts including Manchester United, Ajax, PSV, Club Brugge, Feyenoord, Schalke, Fenerbahçe, KNVB, and ADO Den Haag; the company reports being trusted by more than 2,000 clubs globally.
Operationally, SmartGoals is a small privately held company with 1-10 employees and a leadership team comprising a CCO (Krisztián Gyuró), COO (Chris Heger), CTO (Sjef Fransen), and a sales, marketing, and engineering bench. No external institutional funding is disclosed. The company invests in content marketing (a research-backed blog on cognitive training and reactive agility) and thought leadership citing sports science literature. Geographic reach spans the Netherlands, Belgium, the UK, Germany, Turkey, and the USA, with North America identified as the largest addressable market segment in a third-party market report projecting a $1.8B-$5.2B global market (2025-2034) for personal goal-setting and cognitive training apps at a 12.5% CAGR.
SmartGoals firmographics
Firmographics- Name
- SmartGoals
- Legal name
- SmartGoals B.V.
- Website
- https://smartgoals.nl
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SmartGoals B.V. is a Dutch sports technology company that sells interactive LED cone systems and a SkillGames data platform for cognitive, reactive-agility training and talent identification in football, with customers spanning 2,000+ clubs from grassroots to elite European clubs.
- Ownership category
- akta.pro rank
SmartGoals industry classification
Industry- Product category
- Sports Training Equipment
- NAICS
- Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)
- akta.pro secondary industry
- Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)
Keywords
Where SmartGoals is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
SmartGoals business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Hardware Sales (SmartGoals Cone System): Sale of the interactive cone system including SmartLights, SmartRemote, SmartCharger, and accessories such as timing poles, stopwatches, scoreboards, trolleys, and exercise books. Hardware is sold as individual components or premium packages.
- Accessories and Consumables: Sale of supporting hardware including plastic cones, remote controls, smart chargers, smart lights, stopwatches, timing poles, scoreboards, trolleys, and exercise books.
- SkillGames Data Platform (SaaS): Subscription to the SkillGames data platform for performance tracking, player profiles, historical data, scouting, and custom reports. Enables coaches to assess player profiles, track growth over time, and benchmark against peers or top-ranked players globally.
- SkillCourt Installation: Sale and installation of the SkillCourt system for public spaces, cities, and sports facilities, including Smart Poles, running tracks, agility zones, and technical stations with data analytics capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quote-based hardware and software packages |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
SmartGoals product offering
Product offeringCore offering
SmartGoals designs, manufactures, and sells an interactive LED cone training system for cognitive and reactive sports training, primarily in football. The hardware uses wireless communication and Bluetooth connectivity to create unpredictable, game-like training scenarios. The company complements this hardware with two software platforms: SkillGames (a performance testing and benchmarking SaaS) and SkillCourts (public-space interactive sports installations with data analytics).
Product overview
SmartGoals offers an integrated portfolio of interactive sports training and performance measurement products. The core offering is the SmartGoals Interactive Cone System — LED-equipped hardware cones with sensors that create unpredictable, game-like training scenarios. This is complemented by two software platforms: SkillGames, a data-driven testing and benchmarking platform with over 20 standardized tests and player tracking capabilities; and SkillCourts, a public-space sports installation product line with gamification and data analytics. Hardware accessories (SmartRemote, SmartCharger, SmartScoreBoard) and a Training/Testing software split round out the ecosystem. The portfolio is used across football, basketball, and American football for training, testing, and rehabilitation purposes.
Differentiator
Problem solved
Functional benefit
Brands
- SmartGoals: Interactive cone system for cognitive football and sports training with LED lights, sensors, and real-time feedback
- SkillGames
- SkillCourts
Products and services
- SmartGoals Interactive Cone System Hardware training tool featuring LED-equipped cones with sensors that communicate wirelessly with each other. When a player or ball passes through a lit gate, the system triggers the next set of cones to light up, creating dynamic, unpredictable training scenarios for reactive agility, cognitive development, and technical skill training. Components include SmartLights (LED cones with up to 50m range and 10-hour battery life), SmartCharger (charges up to 12 SmartLights simultaneously), and SmartRemote (Bluetooth-enabled controller). Used by professional football clubs, academies, and grassroots organizations globally.
- SkillGames A data-driven performance measurement and testing platform powered by SmartGoals hardware. Offers over 20 standardized tests for assessing agility, reaction speed, endurance, passing, and dribbling. Includes a data platform for player profiles, historical tracking, and talent scouting, plus a SkillCard gamification system (digital and physical formats) for youth engagement. Enables benchmarking against past performances, peers, or top-ranked players globally.
- SkillCourts Freely customizable public sports installations for urban spaces and smart cities. Configurable for football, fitness, hockey, and bootcamp activities. Features include gamification, data analytics for player performance tracking, competition modes, and three building-block setups: Running Track (speed/endurance testing with 0.01-second accuracy), Agility Zone (games and workouts), and Technical Station (competitive gaming). The Urban SkillCourt also provides government-level usage insights and ROI data.
- SmartGoals Hardware Accessories Accessories for the SmartGoals system including SmartRemote (Bluetooth-enabled controller), SmartCharger (multi-unit charger), SmartScoreBoard (real-time score display for TV screens), Stopwatch, Timing Poles/Sprint Frames, Exercise Book, and Plastic Cones. Maximum wireless range of 30m, expandable to 50m.
Quantifiable outcome
- Over 2000 clubs globally trust and use SmartGoals, from grassroots to professional level including Champions League-winning teams
- +4 more outcomes
Companies that use SmartGoals
Customer profileNamed customers12 records
Ideal customer profiles3 records
SmartGoals technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SmartGoals partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Soccer Camps UnitedcoreSoccer Camps United is described as an 'innovative event partner' that organizes and facilitates talent days and SkillGames events at professional clubs including Feyenoord Rotterdam, ADO Den Haag, Club Brugge, and PSV Soccer School. The partnership delivers data-driven performance testing at these clubs, combining SmartGoals technology with Soccer Camps United's event management and coaching expertise.
- SportLanderminorSportLander is shown as a partner logo on the SmartGoals website, suggesting a distribution or reseller relationship. Based in Hungary, SportLander organizes sports events and likely distributes SmartGoals products in the Hungarian and Central European markets.
- Janssen FritsenminorJanssen Fritsen is shown as a partner logo on the SmartGoals website. As a Netherlands-based sports equipment company, Janssen Fritsen likely serves as a regional distributor or reseller for SmartGoals products in the Dutch market.
- WH SportsminorWH Sports is shown as a partner logo on the SmartGoals website, suggesting a distribution or reseller relationship in the sports equipment market.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
SmartGoals competitors and assessment
Company assessmentBroad incumbents
- Catapult Sports: Catapult is the established leader in athlete performance tracking, providing GPS wearables and analytics software to elite football clubs and other sports globally. It directly competes with SmartGoals in the elite-club market and serves as the dominant incumbent SmartGoals must displace to win large enterprise accounts.
- Hudl: Hudl provides video analysis and performance tools used broadly across football clubs at all levels. It is comparable as an analytical software platform serving football coaches, though its core is video rather than the reactive training and standardized testing that SmartGoals emphasizes.
- Polar Electro: Polar produces sports wearables and heart-rate sensors used by athletes and teams for training and performance feedback. It is comparable as a hardware-plus-software sports training technology vendor, although focused on physiological rather than cognitive/reactive agility metrics.
- Kinexon: Kinexon provides real-time location and performance tracking hardware and software for elite sports teams, including football. It competes with SmartGoals in the elite-club segment with a broader portfolio of tracking capabilities (wearables, court/field sensing).
- STATSports: STATSports provides GPS-based athlete tracking units and performance analysis software widely used by professional football academies and clubs. It is comparable to SmartGoals as a sports-tech performance measurement vendor targeting the same professional and elite academy buyers.
Direct peers
- Playermaker: Playermaker produces smart wearable insoles and a connected data platform for football player tracking and development. It is a direct competitor to SmartGoals' SkillGames platform, offering objective performance data to the same youth academy and professional club buyer.
Emerging players
- SkillCorner: SkillCorner provides AI-driven football performance data and analytics from broadcast footage for clubs, federations and media. It is an emerging adjacent player to SmartGoals' SkillGames in football performance analytics, competing in the same buyer category with a different data-capture method.
- Veo Technologies: Veo offers AI-powered soccer camera and analytics systems that automatically record and analyze matches and training sessions for clubs and academies. It is an emerging adjacent player to SmartGoals in football performance analytics, addressing a different modality (video) but the same buyer.
- Catapult ONE: Catapult's lower-tier tracking product targets semi-pro and grassroots football teams with affordable GPS tracking. It is an emerging comparable to SmartGoals' grassroots segment, offering a more accessible price point in the same end market.
Regional players
- Janssen Fritsen: Janssen Fritsen is a Netherlands-based sports equipment supplier listed as a SmartGoals partner logo and likely regional distributor. It is comparable as a regional sporting-goods channel with overlap in athletic training equipment distribution in Benelux.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SmartGoals social profiles
Digital presenceSmartGoals financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartGoals leadership team
Management profileNumber of profiles
Profiles12 records
SmartGoals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartGoals 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 SmartGoals
What does SmartGoals do?
SmartGoals designs, manufactures, and sells an interactive LED cone training system for cognitive and reactive sports training, primarily in football. The hardware uses wireless communication and Bluetooth connectivity to create unpredictable, game-like training scenarios. The company complements this hardware with two software platforms: SkillGames (a performance testing and benchmarking SaaS) and SkillCourts (public-space interactive sports installations with data analytics).
Is SmartGoals a public or private company?
SmartGoals is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SmartGoals founded?
SmartGoals was founded in 2021. It employs 1 to 10 people.
Where is SmartGoals based?
SmartGoals is headquartered in Eindhoven, Netherlands, in the Europe region.
How does SmartGoals make money?
Four revenue lines are on record. Hardware Sales (SmartGoals Cone System) is the primary driver. The others are accessories and Consumables, skillGames Data Platform (SaaS) and skillCourt Installation.
Who are SmartGoals's main competitors?
Broad incumbents on record are Catapult Sports, Hudl, Polar Electro, Kinexon and STATSports. Playermaker is listed as a direct peer. Emerging players are SkillCorner, Veo Technologies and Catapult ONE. Janssen Fritsen is listed as a regional player.
Does SmartGoals have an API?
No public API is recorded for SmartGoals.
What industry is SmartGoals in?
SmartGoals's product category is Sports Training Equipment. Its primary akta.pro industry code is CRAMAEAL, Team Sports Training Aids & Coaching Equipment Retail, with a secondary code of CRACAQAH, Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.). Its NAICS code is 33992 and its SIC code is 3949.