Exclusive: Playerdata CCO, Jess Brodsky explains the strategy for youth sports -GPS tracking market

We deal with the Chief Commercial Officer from Playerdata, Jess Brodsky, to discuss the company's approach, amateur and semi-professional sports teams with the GPS performance tracking technology.

Playerdata positions itself as serving what CCO Jess Brodsky calls “The 99 percent, the athletes and teams that usually have no access to Elite technology.” In a recent Q&A company, Brodsky outlined the company's strategy for the penetration of youth sports markets, which concern buying decisions several stakeholders and budget restrictions that differ significantly from professional team environments.

Playerdata Chief Commercial Officer Jess Brodsky

Multi-stakeholder approach in youth sports markets

According to Brodsky, the youth sports market poses different challenges as professional sports sales. “If you move into the youth sports market, the landscape is more complex because there is not just one buyer,” she said. “You also have parents, players, coaches, club directors and also in the high school.”

Every stakeholder group has different priorities, noticed Brodsky. “Each of these stakeholders has a different lens: for some it is about security, for others it is for player development, the transparency or the help of athletes who are recruited.” Playerdata has built what Brodsky describes as “Not only a product, but also a marketing function and an apprenticeship that speaks directly about these needs.”

The company's approach differs from professional sports sales in which “decisions are often centralized and the budgets are larger”. In youth sports, “the purchase process is distributed and several people influence the decision,” said Brodsky.

Under $ 5,000 pricing compared to $ 20,000 to $ 40,000

PlayerData prices its GPS tracking system for $ 20 to $ 25-25 units compared to competitors Catapult and Stasports, which, according to Brodsky, calculate $ 20,000 to $ 40,000 a year. “There are actually fewer than 5,000 US dollars for 20–25 units, which is a completely different value equation than today.” Explained Brodsky. The company sets this more as a technological access than as a price competition.

“It's about being the best technologists in this room,” said Brodsky. “We have spent the last four years of building the latest, scalable technology that is both affordable and high margin. This means that we can pass on savings on teams without affecting quality.”

If larger competitors have tried to have budget product lines, “They had to remove service, functions and adjustments. The market starts quickly and trainers and directors don't want a diluted version”, “ According to Brodsky. Playerdata claims that every customer receives “Professional technology and 24/7 real human support, no call center that does not pick up.”

Expansion of the IMG Academy to 1,000 student athletes

According to Brodsky, Playerdata supports over 1,000 athletes at the IMG Academy. The company also quoted testimonials from the Oswego High School, Boston Bolts and the coach Kyle Keese (Guyer High School), Jeff Egger (Gunter High School) and Mike Morgan (Jefferson High School).

Brodsky Frames Return on Investment around three specific results: “(1) Prevention of injuries and overtraining, (2) athletes helps to understand and improve their game, and (3) to enable transparent conversations between players, trainers and parents.” She added that “Investing in GPS tracking, it is not just about having data, but also about providing safer athletes, better player development and more trust between everyone involved. This is a return that goes beyond dollars – it affects the results on and outside the field.”

Field -based customer acquisition strategy

The customer acquisition of Playerdata is based on physical presence at sports facilities. “From me and the co-founder Roy Hotrabhvanon for our support team and account manager, we give summer for the fields, weekends at tournaments and public holidays at the exercises. We answer the nightly calls,” Said Brodsky. “This presence gave us the reputation of really taking care of the everyday trainer, the parent and the player.”

This approach differs from competitors who “Hunt the big professional logos”, “ According to Brodsky. Playerdata focuses on instead “Clubs and schools that usually do not get this kind of attention but are responsible for the future of sport.” Brodsky explained: “For us, market education is not just a campaign, but relationships: to listen exactly, to show consistently and to prove value in real contexts.”

Team growth and partnership strategy

According to Brodsky, the company has grown to around 80 people in five countries. For partnerships, Playerdata follows what Brodsky described as a selective approach: “Our philosophy is simple: we either get big or we don't.”

The company avoids what Brodsky means “Surface level deals with leagues or organizations and offers discounts and little other.” Instead, partnerships can lock “Benchmarking in an entire organization, structure of customer -specific educational programs or even development of tailor -made products that unlock real, long -term effects.”

Playerdata is open to cooperation with leagues, equipment manufacturers and technology partners, but only where there is “Organization to go deep and create real value for athletes and trainers”, “ Said Brodsky. She noticed that “At” CheckBook Partnerships “, the market has become careful who pay for Logos without delivering meaningful support. We go a different way: We focus on a smaller number of high-quality and effective partnerships that really move the needle for 99 percent.”

Market growth context

Player tracking market is expected to grow on an annual growth rate of 20.5% by 2030, as can be seen in the industry forecasts referred to in Q&A. Playerdata competes on this market by concentrating on teams and athletes who traditionally use access to GPS tracking technology by professional organizations.

The company's GPS tracking system includes state-of-the-art GPS units with EDGE-Air GPS with customizable LCD displays, sports vests with player data bags, portable charging stations and optional live data recipients, according to the company website.

Playerdata serves teams in several sports at the high school, collegiate and professional levels with GPS performance tracking technology.

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