tools you could use.” She advocates trials when introducing fans, athletes and other stakeholders to new technology, and even informing them AI is involved “so that people are aware, that they don’t think ‘This is strange.’” ENGAGE THE RIGHT PARTNERS Given how quickly AI is evolving, Shah says outside expertise is key and helps mitigate risk. “Organizations that are making an impact are really leaning into their partners that have those skill sets.” How to choose between vendors? Adam Nathwani, chief operating officer of Drive Hockey Analytics in Coquitlam, BC, says, with sport analytics, for example, it’s about clarity on organizational needs and “what kind of data and analytics you’re looking for. It can be a crowded space, but everybody is doing something a bit differently.” TEST RIGOROUSLY How wearables deliver actionable insights Quin Sandler, founder and CEO, Plantiga Notable clients: NBA; WNBA; NCAA teams. The tech: By embedding sensors in shoes or orthotics, “We measure all of this high-quality data, and then machine learning comes in.” Via movement detection and activity recognition, AI builds an athlete’s movement profile. Application: Delivers insights for individuals or teams around perfor- mance optimization, injury preven- tion and rehab; applies to many sports, including basketball, tennis and golf. Cool feature: Is on the NBA’s approved wearables list. Takeaway: Data accuracy makes the tool. “The reason why all these groups trust us is because our data is really good.” How AI’s ‘Cool Factor’ Elevates Events Adam Nathwani, COO, Drive Hockey Analytics Notable clients: Ontario Hockey League; BC Hockey League; Canlan Sports. The tech: Sensor-based technolo- gy for amateur hockey, combining affordability and easy setup. Arena tech and player sensors deliver performance analytics that’s been primarily “available to pro-level athletes and teams due to high cost and complexity.” Application: Analytics for players, parents, coaches and scouts; help- ing organizers elevate tournaments, tryouts and camps. Cool feature: At events, you can display player stats on a Jumbotron in real time. Takeaway: Analytics enhance coaching, scouting, events and player development. “Players need to know, are they getting stronger? Are they getting fitter? Are they get- ting faster? Is their skating improv- ing? More so than ‘Hey, you had five shots on goal last game.’” John Zelek, professor and co-director of the Vision, Image Processing Lab at the University of Waterloo, advises rigorous processes. “There are certain gains with AI technology but the problem with AI is… You can have an anomaly as a result of the system, so it still requires a lot of testing.” GUARD DATA PRIVACY Canadian organizations, Shah says, “are, naturally, a bit more pragmatic and risk- focused around AI and data and technology. And that’s good, right?” Partners can help establish AI governance and cybersecurity frameworks and ensure AI won’t “cause undue risk to the organization, while also protecting fans and athletes and others that may be at risk.” TAKE A PEOPLE-LED APPROACH Finally, Shah says humans are integral to success. “It’s really about making sure there’s an awareness, a culture, a people- led process for how AI gets deployed, used, invested in. That will help lead to scaling that capability more effectively.” How Partnerships Improve Affordability John Zelek, professor; Jerrin Bright, PhD student, University of Waterloo Notable partner: MLB Baltimore Orioles. The tech: After being approached by the Orioles, researchers developed AI technology called PitcherNet to analyze a pitcher’s performance using smartphone video. Application: “It’s mostly used as a scouting tool when the scouts go to minor league levels or college level games” where venues don’t have the same tech infrastructure present in MLB parks. Biomechanics data can also help improve pitcher performance and injury recovery. Cool feature: PhD student Bright spent weeks in Baltimore working with the Orioles. Takeaway: Via relatively inexpensive smartphone tech- nology, venues and organizations with modest infrastruc- ture and budgets have access to powerful AI analytics. Jerrin Bright (left) and John Zelek PHOTO: UNIVERSITY OF WATERLOO ADRENALIN REPORTS 20 ADRENALIN | FALL 2025 ADRENALINMAG.CA
