What Athletic Data Innovations does

Athletic Data Innovations (ADI) is a sports technology company founded in 2009 by human performance specialist Andrew Gray and headquartered in Wanaka, New Zealand. The company builds a hardware-agnostic athlete monitoring software platform that ingests raw tracking data from any source — GPS, LPS, or optical sensors — and harmonizes it into a single, consistent source of truth for multidirectional movement analysis. The platform produces next-generation biomechanical metrics (Mechanical Power, Movement Intensity, Step Symmetry, Vector/Maneuver Distribution, curved-running hamstring load) that go beyond traditional linear distance and speed measurements, and uses AI to classify movement context, flag asymmetries, and support return-to-play decisions.

The product is targeted at elite professional sports organizations and university athletic programs whose training staff have exhausted the value of linear-only tracking. ADI was an independent, privately held company through October 2025, when it was acquired by Hudl and rebranded "ADI from Hudl." Under Hudl ownership, the platform is sold as subscription-based software integrated with Hudl's broader stack (video analysis, Sportscode, Signal, WIMU/Titan wearables, Wyscout, Statsbomb), distributed via Hudl's enterprise direct-sales motion with quote-based pricing and no disclosed public pricing. Post-acquisition, ADI is one of 18 Hudl acquisitions and one of five closed in 2025, and is positioned as the multidirectional-analysis layer inside Hudl's Athlete Performance portfolio.

Name

Athletic Data Innovations

Legal name

Athletic Data Innovations

Website

https://adi-data.co

Company type

Private

Founded year

2009

Operating status

Acquired

Headcount range

1–10 employees

Short description

Athletic Data Innovations builds a hardware-agnostic athlete monitoring software platform that unifies GPS, LPS, and optical tracking data into advanced multidirectional movement and gait analysis metrics for elite professional sports teams and university athletic programs, now operating as "ADI from Hudl."

Ownership category

akta.pro rank

Product category

Sports Performance Analytics Software

NAICS

Information (51)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Performance Analysis & Video Coaching (HSADAEAG)

akta.pro secondary industry

Athlete Testing & Combine Prep (metrics, scouting prep) (HSADAEAK)

Keywords

• Sports performance analytics
• Athlete monitoring software
• Multidirectional movement analysis
• Biomechanical data platform
• Elite sports technology

Headquarters

HQ city

Wanaka

HQ country

New Zealand

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Platform Licensing: ADI generates revenue through software platform licensing to elite sports organizations. As part of Hudl's product suite, the platform is offered as a subscription-based solution integrated with other Hudl performance products including video analysis and wearable tracking systems.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Athletic Data Innovations (ADI) provides a software platform for advanced multidirectional athlete performance analysis. It ingests raw tracking data from any source (GPS, LPS, or optical sensors) and harmonizes it into a single source of truth, generating metrics such as Mechanical Power, Movement Intensity, Step Symmetry, Vector/Maneuver Distribution, and AI-powered gait analysis for elite sports teams. The platform is sold as part of Hudl's suite of sports technology solutions following the October 2025 acquisition.

Product overview

Athletic Data Innovations (ADI) from Hudl offers a single unified athlete monitoring software platform focused on advanced multidirectional movement analysis for elite teams. The product portfolio consists of ADI, a connected analysis engine that ingests raw tracking data from any source (GPS, LPS, or optical) and harmonizes it into a unified platform. ADI provides next-generation metrics including Mechanical Power, Movement Intensity, Vector Distribution, Maneuver Distribution, and AI-powered gait analysis with step symmetry detection. The platform is hardware-agnostic, solving data fragmentation challenges by eliminating manual data wrangling across multiple systems.

Differentiator

Problem solved

Functional benefit

Products and services

• ADI (Athletic Data Innovations) from Hudl A connected analysis engine that ingests raw tracking data from any source (GPS, LPS, or optical) and harmonizes it into a single source of truth for multidirectional athlete performance analysis. Provides scientifically superior metrics including Mechanical Power, Movement Intensity, Step Symmetry, Vector/Maneuver Distribution, and AI-powered gait analysis for elite sports teams and university athletic programs.

Quantifiable outcome

• Provides comprehensive athlete workload, movement patterns, and performance metrics beyond traditional linear measurements
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• HudlcoreStrategic or Co-development Partner · 1 October 2025Hudl acquired Athletic Data Innovations in October 2025. The acquisition integrates ADI's platform into Hudl's suite of sports technology solutions, combining video analysis with advanced human performance insights. The combined entity aims to solve data fragmentation challenges in sports analytics by offering a unified, AI-powered solution that brings together tracking data, video analysis, and advanced athlete workload metrics. ADI's founder Andrew Gray continues to contribute to the platform built on his decades of biomechanics research.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Stats Perform: Major sports data and AI analytics provider serving leagues, broadcasters, and betting operators. Broader incumbent that overlaps with ADI on advanced performance analytics for elite teams.
• Polar Electro: Established heart-rate and GPS wearable maker with team-sport analytics extensions. Broad incumbent whose sports team solutions intersect with ADI's athlete monitoring category.
• Genius Sports: Sports data, technology, and media company with tracking and analytics for leagues and teams. Competes in adjacent data layers that feed elite performance decision-making.
• Hudl: Parent company of ADI and one of the largest sports technology platforms globally, spanning video analysis, wearables (WIMU, Titan, Signal), and scouting (Wyscout, StatsBomb). Represents the broader platform context in which ADI operates.

Direct peers

• Catapult Sports: Publicly listed leader in athlete monitoring wearables and analytics for elite teams. Most direct competitor to ADI's multidirectional analysis layer, with overlapping GPS/LPS tracking data and a much broader product portfolio.
• Teamworks: Operations and performance platform for elite sports organizations spanning communication, performance, and athlete monitoring. Competes with ADI for budget allocation within the same elite-customer workflows.
• STATSports: Provider of GPS-based athlete tracking and performance analytics used by elite football clubs and national teams. Competes directly with ADI on hardware-derived workload and movement metrics at the elite level.
• Kitman Labs: Athlete performance and injury analytics platform serving professional leagues, clubs, and national governing bodies. Competes for the same elite-team analytics budget with a focus on integrated medical and performance workflows.
• Kinexon: Real-time indoor and outdoor tracking (UWB, LPS, GPS) with analytics for professional sports and industry. Overlaps with ADI on raw tracking ingestion and movement analysis for elite performance teams.

Emerging players

• PlaySight Interactive: AI-powered video and tracking analytics for sports, including tennis, basketball, and football. Adjacent technology stack with optical tracking similar to one of ADI's ingestion sources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Athletic Data Innovations