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Trace

Soccer filming technology

101-200 employees

B2C
Lifestyle
Artificial Intelligence
Marketplace
Hardware
Analytics
Computer Vision
Sports
Video
Sales

Holly, Austin, TX

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Company mission

To make recording games and editing film more accessible, time-effective, and affordable.

Top investors

-18% employee growth in 12 months

Glassdoor (2.6)

Our take

Trace is a sports-tracker company helping teams improve their performance through automatically editing, analyzing, and offering metrics on filmed footage of sports performance. Data is gathered from both a camera, and a sensor worn by each player, and the results are processed by artificial intelligence to create a catalogue of key moments and performance metrics.

Founded in 2004, Trace is a comparatively mature player in the market, where they are competing with the likes of Tracab, and Danish start-up Veo. While Veo offers a cheaper annual subscription, its product only films matches, whereas FIFA-certified Tracab offers analytics too, but is more oriented towards larger stadiums and teams. Trace is the only game film platform that automatically edits and delivers personalized moments for each player, supporting soccer, baseball, and softball in the US.

The sports tech industry is booming and is projected to grow to $40.2 billion, with the youth sports market projected to reach $77.6 billion, by 2026. The company has seen substantial growth lately and continues to focus its impressive funding on product innovation and team expansion.