The Professional Triathletes Organisation (PTO) has made a significant move to enhance the triathlon experience and overall engagement in endurance sports by investing in a new technology venture. This initiative, named Dataworks Technology, aims to revolutionize the way live performance data is presented during events. Through a collaboration with its former creative data agency, We Are Sweet, Dataworks will centralize and process live data to improve broadcast visuals and second-screen experiences for fans.
This technology was initially developed for the T100 Triathlon World Tour and will now expand to utilize real-time artificial intelligence (AI) capabilities. These advancements will allow the platform to identify key moments during events, making it possible to highlight significant actions, such as overtakes and sustained efforts under pressure. Key metrics like heart rate, power, and speed will be captured and analyzed, providing commentators and production teams with essential tools to transform raw data into engaging narratives.
Mark Bettels, Chief Operating Officer of the PTO, expressed excitement about the potential of Dataworks Technology. He stated, “All sports have the potential to tell incredible stories of human performance, overcoming huge adversity and staying cool under unimaginable pressure. Dataworks will be able to identify and contextualize these moments for casual and veteran sports fans alike.” This technology is designed to enhance the viewer experience while simultaneously inspiring greater participation in sports by making the action more relatable.
Investment Details and Future Prospects
The PTO’s equity stake in Dataworks marks a strategic partnership aimed at developing a platform that not only serves triathlon but also has implications for a wide range of sports, including team sports, combat, motorsport, esports, and even traditional games like darts and snooker. According to James Haigh, Chief Technology Officer of Dataworks, the collaboration provides an opportunity to focus on building a platform that conveys real-time stories from performance data across multiple sports.
Haigh noted the progress made during two seasons of piloting live data with the T100. The backing from the PTO is viewed as a catalyst for further innovation. “This allows us to concentrate entirely on transforming performance data into real-time stories for fans, not just in triathlon, but across any sport,” he emphasized.
The foundational technology already supports the T100 Triathlon Live Data Dashboard, which offers comprehensive information on races, including pivotal moments like lead changes and fastest discipline times. This investment not only signifies a leap forward for the PTO but also sets the stage for Dataworks to become a key player in the sports technology landscape.
As the PTO continues to redefine the triathlon experience, the integration of advanced data storytelling promises to elevate fan engagement and participation in endurance sports. This partnership exemplifies the growing intersection of technology and sports, paving the way for a more immersive and informative viewing experience.
