Science&Motion Sports

What Science&Motion Sports does

Science&Motion Sports GmbH is a privately held German sports-technology company headquartered in Flörsheim that develops ultrasound-based putting and short-game analysis systems for the golf industry. Its core product, SAM PuttLab, uses proprietary ultrasound sensor technology combined with high-speed video and a proprietary Tour-level scoring system to capture and benchmark putting strokes; the company extends this foundation with SAM PuttStudio, a full putting-studio environment with projected drills, games, and ball tracking (including the PuttStudio Elite variant with a tilted putting green), and SAM BalanceLab, a real-time pressure analysis module for balance and weight-transfer work. Revenue is generated through three streams: sale of proprietary hardware (PuttLab, PuttStudio, BalanceLab) via quote-based direct sales to golf instructors, academies, and retail stores; recurring software support subscriptions; and instructor certification and education fees through the SAM Academy program.

The company goes to market primarily through direct sales, supplemented by an ambassador network of PGA teaching professionals and a certification-driven channel of trained instructors. Its customer base is concentrated in the golf instruction and retail verticals, with named users including AFGolf Store, Flatstick Academy (David Orr), Wayne O'Callaghan Golf Academy, and 2023 National PGA Coach of the Year Kevin Weeks. Distribution is global, with the website supporting inquiries from more than 40 countries and product installations referenced across Germany, Ireland, and the UK. In July 2025 the company extended its reach into golf media through a partnership with TruGolf and PLATFORM Golf, deploying its TrueSlope ball-tracking and slope-simulation technology at the 153rd Open Championship at Royal Portrush.

Science&Motion is founder-led, with Thomas Hackett identified as co-founder and CEO, and operates as a private GmbH with 11-50 employees and no disclosed institutional investors or funding rounds. No revenue, ARR, or financial figures are disclosed in the available sources; all commentary on scale is qualitative, anchored by the 15+ year history of the SAM PuttLab platform and its self-described 'gold standard' positioning within professional putting analysis.

Name

Science&Motion Sports

Legal name

Science&Motion Sports GmbH

Website

https://scienceandmotion.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Science&Motion Sports is a privately held German sports-technology company that builds ultrasound-based putting and swing analysis hardware and software (SAM PuttLab, PuttStudio, BalanceLab) for golf instructors, academies, and retail stores, monetizing through hardware sales, software subscriptions, and instructor certification.

Ownership category

akta.pro rank

Product category

Golf performance analysis equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515), Sports and Recreation Instruction (61162)

SIC

Sporting & Athletic Goods, Nec (3949), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Golf Training Aids & Swing Analytics Retail (CRAMAGAG)

akta.pro secondary industries

Golf Simulators, Nets & Practice Equipment Retail (CRAMAGAI), Performance Analysis & Video Coaching (HSADAEAG)

Keywords

• Golf putting analysis
• Motion capture hardware
• Putting training systems
• Golf instruction equipment
• Sports performance analysis

Headquarters

HQ city

Flörsheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Products (SAM PuttLab, SAM PuttStudio, SAM BalanceLab): Sale of proprietary hardware devices for putting analysis, training studios, and balance measurement systems
2. Software Licenses and Subscriptions: Software licensing for analysis tools with subscription support plans for ongoing updates and maintenance
3. Instructor Certification Program: Revenue from SAM Putting Instructor certification programs and educational materials

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Science&Motion Sports manufactures and sells ultrasound-based putting analysis and training hardware and software systems for the golf industry. Its core products—SAM PuttLab, SAM PuttStudio, and SAM BalanceLab—enable golf instructors, academies, and retail stores to analyze putting strokes, balance, and weight transfer with high accuracy. The company also operates the SAM Academy instructor certification program and provides software subscription support.

Product overview

Science&Motion Sports offers a suite of golf putting analysis and training products centered around ultrasound-based sensor technology. The core portfolio includes SAM PuttLab as the gold-standard analysis and training tool, SAM PuttStudio as the comprehensive putting studio environment (with the PuttStudio Elite variant featuring a statically tilted putting green), and SAM BalanceLab as a pressure/balance analysis module. The company also provides SAM Academy for instructor certification and educational content, along with applications for teaching, coaching, and fitting services.

Differentiator

Problem solved

Functional benefit

Brands

• SAM PuttLab: Gold standard for professional putting analysis and training with ultrasound technology and Tour-level scoring system
• SAM PuttStudio
• SAM BalanceLab
• SAM Academy

Products and services

• SAM PuttLab

Quantifiable outcome

• 43% of golf shots are putts - making putting improvement critical for score reduction

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• PLATFORM GolfcoreTechnology or Integration · 17 July 2025PLATFORM Golf deployed Science&Motion's TrueSlope technology at the 153rd Open Championship at Royal Portrush. The technology provided live swing analysis in the Open Zone on the driving range, allowing viewers at home to see simulated course conditions with graphics and ball tracking.
• TruGolfcoreTechnology or Integration · 17 July 2025TruGolf collaborated with Science&Motion for the TrueSlope deployment at The Open Championship, providing ball tracking data and course simulation graphics for the broadcast experience.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Blast Motion: Manufactures sensor-based swing and putting analysis tools used by instructors and players. Overlaps with SAM's motion-sensor and analysis approach, particularly for putting and swing tempo/rotation metrics.
• K-Motion (K-Vest): Provides 3D motion-capture-based swing and putting analysis hardware and software for golf instructors and academies. Directly competes with SAM PuttLab and SAM BalanceLab in the biofeedback-driven golf instruction market.

Emerging players

• SkyTrak: Consumer and prosumer golf launch monitor/simulator brand. Competes with SAM in the affordable home/club-fitting analytics segment and shares instructor and retail channels.
• Arccos Golf: AI-powered golf shot tracking and analytics platform with wearable sensors and a smartphone app. Competes in data-driven performance improvement, though focused on on-course play rather than instructor-led practice.
• PLATFORM Golf: Golf technology platform and Science&Motion partner in TrueSlope deployments at major championships. Overlaps in putting and short-game visualization tools and shares broadcast/simulator distribution.
• TruGolf: Golf simulator hardware/software vendor and Science&Motion partner via the TrueSlope deployment at The Open Championship. Overlaps in indoor putting/short-game analytics and consumer simulator distribution.

Broad incumbents

• Foresight Sports: Premium golf launch monitor and simulator provider with strong analytics and pro-tour presence. Competes in the same instructor and fitting channels as SAM products.
• FlightScope: Provides 3D Doppler-radar-based launch monitors and swing/putting tracking for coaches, fitters, and simulators. Direct overlap in instructor-facing analytics and fitting workflows.
• TrackMan: Industry-leading golf launch monitor and swing/putting analytics platform used by tour professionals, coaches, and simulators. Competes with Science&Motion across pro-level coaching and indoor golf environments.
• Garmin (Golf segment): Major consumer electronics brand with golf watches, rangefinders, and swing/putting metrics. Competes for golf analytics mindshare and retail shelf space, especially among amateur players.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/SAM_Sports
• Facebookfacebook.com/scienceandmotionsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Science&Motion Sports