SFIA Member Spotlight – ShotTracker

You can’t improve what you don’t measure, which is why Davyeon Ross and Bruce Ianni started ShotTracker.


Member: ShotTracker

Spotlight On:

Who, What, When & Where?

You can’t improve what you don’t measure, which is why Davyeon Ross and Bruce Ianni started ShotTracker. The company aims to improve the performance of competitive athletes who participate in team sports. By making advanced analytics available to coaches and players at all levels, ShotTracker motivates athletes to work harder, track performance, and generate data that positively impacts their game. Based in Overland Park, Kansas, the company launched its first product for individual player training in 2014, and its new ShotTracker TEAM technology will be available for sale Q2 2017.

How long has your company been around? What type of growth have you experienced from that time until now?

ShotTracker was founded in 2013 by Bruce Ianni and Davyeon Ross. Ianni played competitive basketball at a high level through high school and continued his athletic career at John Carroll University, where he was a three-year letterman and starter at defensive back for the football team. Ross, a native of Trinidad and Tobago, West Indies, received a basketball scholarship from Benedictine College, where he was a four-year letterman and led the nation in field-goal shooting percentage. Since its inception, ShotTracker products have resulted in impressive sales, top-tier athlete and corporate partnerships, and investment from venture capitalists and basketball legends like Earvin “Magic” Johnson and David Stern.

When was ShotTracker TEAM created?

ShotTracker TEAM has been in development since 2015, and was first previewed at the 2016 Consumer Electronics Show (CES).

ShotTracker TEAM requires the athlete to wear a shoe sensor, use a ball with a small sensor in it, and for court sensors to be placed on the walls of the gym, how tough of a sell was this too early adopters?

The technology on the shoe and in the ball is invisible to players, so it’s not a hard sell at all. The installation of the sensors in the rafters above the court is handled by professional installers, so that process really does not impact coaches or players. Once the system is installed, players just hit the court like they normally would.

How long does the process of getting a team set up with ShotTracker TEAM take?

The installation takes 1-2 days, but that estimate can depend on the configuration of the gym and the number of courts being outfitted with the technology.

Tell us about your partnership with Spalding?

Spalding is the largest basketball manufacturer in the world and has over 100 years of experience manufacturing balls. At ShotTracker, we’re experts in hardware and software that collect data. Together, we were able to develop a technology enabled ball that handles just like a regular ball. The technology inside is undetectable to players, which was a critical success factor for us.

Both Magic Johnson and former NBA Commissioner David Stern have invested in your product. How did they initially become involved in this project?

Johnson and Stern were introduced during the fundraising process. They both visited ShotTracker headquarters and when they saw what the ShotTracker TEAM technology could do, they quickly recognized the potential and wanted to be a part of it.

Since we’re seemingly in the analytics boom, what does ShotTracker TEAM offer that makes it stand out as a product?

ShotTracker TEAM is unique in that it automatically captures virtually every stat for an entire team in real-time. This has never been done before at any level of the game. ShotTracker TEAM can accommodate multiple players, balls and hoops during both practice and games, giving coaches and players immediate feedback on their performance. Another major differentiation for this system is the price point – it’s priced to be accessible for teams at all levels of play.

A major issue currently affecting tracking is the accuracy of data. How does ShotTracker TEAM account for accuracy of data?

It’s almost impossible to have a system that will be perfect or 100% and deliver in real-time. We’re confident that the accuracy, analysis, timeliness and resource benefits of capturing data through our system make it far superior to traditional methods. If there is an instance where we are not perfect, we do provide a game management app that allows customers to easily correct any data.

What do you see as the next evolution of ShotTracker TEAM?

Like any technology company, we’ll continuously improve the technology to make it smaller, faster, and cheaper, while adding additional levels of functionality. We’ll also look to expand into other sports.

Can you offer any case studies or client testimonials?



SFIA Member Spotlight – MedZone

We want our brand to be a brand of choice for a product line that helps athletes and active people feel better

LOGO MEDZONE website white

Member: MedZone

Spotlight On:


Joe Freeman
Joe Freeman, CEO


What do you want people to know about MedZone?

MedZone was founded in 2001 by a certified athletic trainer.  In November 2015, it was acquired by the current management team.  Historically the MedZone product line was used by professional, collegiate and Olympic caliber athletes.  Under the new management team, the company is expanding its reach to other target markets including youth athletes and weekend warriors. 

How long has your company been around? What type of growth have you experienced from that time until now?

Although the company was founded in 2001, the current product line, branding and packaging started after the November 2015 acquisition.  By focusing on expanding the product market outside of professional and college teams the company is hoping to be a brand of choice by youth and adult athletes to help prevent, treat and manage aches, pains, and irritations that are often encountered by these athletes. 

Primary products include a chafing prevention solution, blister prevention solution, topical pain relief roll-on, and minor first aid cream and wound wash.  These products can be commonly used by athletes at all levels.  The company’s tagline is EveryBODY Hurts™ and it is very appropriate for athletes and active people in any sport.

Where do you see, your company fitting in the pain management market?

There are several options for topical pain relief products in the sports medicine market.  PainZone is a premium product that is highly effective for soreness, sprains, aches, etc.  One unique aspect of the company is that it offers a full line of products for multiple conditions, not just focused on one condition, i.e. pain relief. 

What does your product offer that similar products do not?

PainZone is an OTC product that has three active ingredients in it to provide a superior formula for the treatment of sore muscles and light sprains, strains and arthritis symptoms.  Coupled with the fact that it is a product in a complete product line it offers athletes a way to prevent, treat and manage aches and pains that they encounter.

Can you tell me about any partnerships MedZone has or is working on? Can you share who is using this product?

Currently, the product is being used by collegiate teams across the country as well as some professional teams.  We are working on getting more exposure into the military market and law enforcement.  The products were approved by the National Tactical Officer’s Association for their efficacy and used extensively by Certified Athletic Trainers at the highest level of competition.

 At What retail stores are or will MedZone products be available?

The product line is available on Amazon and in regional specialty sports stores.  They will be announcing launches in larger sporting goods chains and other retailers in late spring.

 What do you see as the next evolution of MedZone as a brand?

We want our brand to be a brand of choice for a product line that helps athletes and active people feel better.  There are many youth athletes and adult athletes who chafe, get blisters, suffer from soreness or get minor burns or cuts from sporting events.  We want athletes at all levels to know that they have a choice to use a product that is used by athletes at the highest levels of competition. 

Can you offer any case studies or client testimonials?

Here are a few testimonials we are proud to share:

“MedZone understands that dancers are athletes.  I wish I had these products when I was a professional dancer. I have seen the benefits to the dancers in my company. Thank you for introducing me to these excellent products for my company. You have a new fan of MedZone for dancers!”

– Professional Dance Company Artistic Director

“We apply right before practice or in a game situation, we apply just after their meeting on the way out to the floor. Applications include total knee, shoulder and ankles. My guys liked to have their ankles rubbed with PainZone before taping.

I feel also feel that PainZone really lasts and helps our guys get warmed up without having any of those pre-game creeks and pains. Without PainZone we would be off to slow starts….as you know in the NBA, no team can afford that.”

– Professional Basketball Athletic Trainer





“A Day in the Life of Herschel Walker – On Capitol Hill”

PHIT America

Former Georgia Bulldog Legend Supports the Mission of PHIT America

By SFIA Insider Blog Special Contributor, Mike May

    When any sports fan conjures up an image of football legend and 1992 U.S. Winter Olympian Herschel Walker (‘ole #34), you remember him dashing and crashing through one defensive line after another — and, then being dragged to the ground by at least two or three defenders.  That’s the Herschel Walker story — whether it was on Friday nights in high school, Saturday afternoons in college, or on Sundays as a professional.  Walker’s well-chiseled physique – the result of thousands of sit-ups and push-ups over the years – is also a clear and vivid image in the minds of those who witnessed this physically-gifted man display his vast talents on the gridiron.  To this day, Walker, the winner of the 1982 Heisman Trophy, looks the same as when he stepped onto the University of Georgia campus more than 30 years ago as a freshman from Wrightsville, Georgia.  Nowadays, his hair is as jet black as it was when he was a teenager and he appears to be as physically fit as he was during his playing days in the now-defunct United States Football League (USFL) and later in the National Football League (NFL).  He truly is the real deal.  He talks the talk and walks the walk.

    Right now, Walker is in the food business.  He’s the chairman and CEO of H. Walker Enterprises which owns and operates two brands – Herschel’s Famous 34 Appetizers and Renaissance Man International, LLC.  Curious onlookers are encouraged to check out his business’s website – www.herschelsfamous34.com.  While he’s based in Dallas, Texas, he’s always ‘on the go’ – crisscrossing the country establishing new accounts and promoting his brand to prospective buyers.  Just as he was a success on the football field, he has been equally as successful off the field.  The only difference is that you can read about Walker’s accomplishments in the business section of the newspaper and not just in the sports section.  He has said that “if you eat a chicken wing or a chicken tender in Las Vegas as an appetizer, I probably supplied it.”

    While football will always be a prominent part of his life, his existence has taken on the appearance of an impressive stock portfolio – balanced and diversified.  In addition to being a legendary athlete and a very successful (and respected) businessman, Walker is a father, weekend warrior (an avid cyclist, runner, and martial arts participant), and an advocate of physical education in schools.

    In recent years, Walker has taken time out of his busy schedule to travel to Washington, D.C. one day a year to meet with members of Congress to share his concerns about declining levels of physical fitness in American children and what can be done to reverse America’s ‘Inactivity Pandemic.’

    He openly admits the foundation of his personal and professional success can be attributed to daily P.E. classes in school while growing up in Wrightsville.

    “As a young child, I was timid, shy, and overweight – but once I learned the importance and fun of physical fitness, I gained personal confidence in my ability to interact with others and achieve academic success in the classroom,” recalls Walker.  In the end, he graduated from high school as the valedictorian – and he credits his exposure to P.E. as the foundation of his academic success.

    Every year since 2001, Walker has been part of a delegation of people who travel to Capitol Hill each spring for National Health Through Fitness Day, organized by the Sports & Fitness Industry Association (SFIA).  On March 22, Walker attended the 18th annual National Health Through Fitness Day lobbying event.  Organized by the SFIA and sponsored by PHIT America, the main legislative goal of National Health Through Fitness Day was to lobby Congress for passage of the Personal Health Investment Today (PHIT) Act.  The PHIT Act will change current federal tax law to allow for the deduction or use of pre-tax dollars to cover expenses related to sports, fitness and other physical activities.

    “Participation in National Health Through Fitness Day activities is a win-win for all those affected by the legislation,” says Walker, who serves as the honorary chairman of National Health Through Fitness Day. “I have come here many times in the past. I get the chance to meet face-to-face with members of Congress to ask for their support of legislation to prevent illness through increased physical activity.  The PHIT Act will encourage physically active lifestyles by making sports, fitness and recreational activities more affordable.”

Herschel and Jim Baugh
Walker with PHIT America Founder Jim Baugh

    Walker is quick to remind the general public that they can lend their voice and support to this lobbying effort without traveling to our nation’s capital.  They can access PASSThePHITAct.org, where they can send an electronic letter to their local member of Congress and their state’s two U.S. Senators.  Walker also uses interviews with the media to have his voice heard, as he did during a ‘live’ TV interview on Tuesday, March 21st on CNBC.  Click Here to watch the interview.

    According to Walker, Americans can show their support for this legislation by getting behind the work of PHIT America (www.PHITAmerica.org) — an educational, advocacy, and social media marketing campaign designed to reach millions of Americans. PHIT America is combating the ‘Inactivity Pandemic’ by promoting new legislation and grassroots programs that will help get Americans more physically active, playing more sports, getting fit and becoming healthier.  In fact, Walker is such a strong advocate of PHIT America that he is a Celebrity Ambassador for PHIT America.

     “We’re talking about health care when we talk about physical activity,” states Walker.  “Obesity is now a serious problem.  If we don’t stop obesity, it will become an epidemic.  People need to realize that fitness and physical activity will keep you young and vibrant.”

     Speaking of health care and physical activity, Walker encourages the employees of his company to spend at least an hour a day to engage in exercise and physical activity.  That way of thinking is in line with the logic of the PHIT Act and the overall mission of PHIT America.

    Right now, less than 50% of U.S. schoolchildren have a daily P.E. class, yet 94% of the adult respondents to a 2013 NBC News poll indicated they wanted physical education as a daily, core subject for all students in all grades!  Sadly, many states allow waivers so students can opt out of P.E.  The lack of daily P.E. is evident on the expanding waistlines of American children.  That’s a problem – if you ask ‘ole #34 – which needs to be addressed.

     “My life wouldn’t be where it is today without that P.E. class in school,” notes Walker.  “P.E. in schools is as important as the other subjects.  P.E. needs to be considered a real class.  Without it, we are doing a disservice to our children.  I’d like to see physical education as a priority in schools.  I travel to Washington each year to speak out for those whose voices can’t be heard.  We need to work with school systems to put P.E. in the classroom.”

    Each spring, Walker is in Washington, D.C. where he meets, face-to-face, with a number of U.S. Senators and Representatives.  Walker looks every legislator in the eye, addresses the issue at hand, and asks for their help with the PHIT Act.  Very few legislators don’t pledge their support for ‘ole #34.  It’s worth noting that the PHIT Act was re-introduced as a bill in Congress on March 1 – H.R. 1267 in the U.S. House of Representatives and S. 482 in the U.S. Senate.  The main Republican sponsors of the bill are Senator John Thune (SD) and Congressman Jason Smith (MO).  The lead Democrats sponsoring the PHIT Act are Senator Chris Murphy (CT) and Representative Ron Kind (WI).

    In recent years, many federal legislators from both sides of the aisle have indicated that they are ready to pledge support to Walker and the physical fitness cause. 

    “People have to stand for more than just football or a sport,” summarizes Walker.  “I’m just doing my part by coming to Washington, D.C. each year.  Everyone should be part of the PHIT America ‘Movement.’  Contact PHIT America Founder Jim Baugh to learn how you, individually, or your company can get involved.”

    When Walker walks along the halls of Congress – in and out of elevators, up and down staircases, back and forth along the office corridors – he gets the attention of everyone who sees his unmistakable gait.  And when Herschel Walker strides into a room to speak, people listen….and when Herschel Walker walks, people are quick to follow…….and, when Herschel Walker runs, people (still) cheer – for ‘ole #34.

#PHITDay17 Is Finally Here! Join the Conversation


Today is the day we #PassPHIT. Follow @TheSFIA throughout #PHITDay17! Then join the Conversation by sharing a few suggested posts on the social media platform of your choice:

Today is #PHITDay17! Join the conversation by tweeting with #PassPHIT & tagging @TheSFIA. What are you doing today to be active? 

It’s #PHITDay17 in DC & we want your voices heard in support of #PassPHIT! http://bit.ly/1hsVTJh @TheSFIA

Not in DC for #PHITDay17? Make sure your Congressman hears your support of the PHIT Act #PassPHIT  http://bit.ly/1hsVTJh @TheSFIA

#PHITDay17 is finally here! Time to remove the barriers of a healthy & active lifestyle! Support and #PassPHIT http://bit.ly/1SYxMSf 

Click Here To:

Download the Social Media Toolkit

Learn More About the PHIT Act 

Attend National Health Through Fitness Day

Join the #PHITDay17 Conversation Online

Download the official SFIA #PHITDay17 Social Media Toolkit Today

United States Capitol Building, Washington, DC

Help build awareness and encourage Congress to #PassPHIT! Get the conversation started by sharing a few suggested posts on the social media platform of your choice: 


#PHITDay17 is next week, a chance to combat obesity and inactivity in America @TheSFIA http://bit.ly/1hsVTJh #PassPHIT

Workout partners make exercise fun. Using pre-tax $ for memberships makes it convenient. #PHITDay17 #PassPHIT  http://bit.ly/1hsVTJh #PHITDay17 

Remain active by participating in fitness sports. The PHIT Act helps offset those costs http://bit.ly/1SYxMSf #PHITDay17 #PassPHIT

Next week, join @TheSFIA in getting America Fit! Encourage Congress to #PassPHIT on #PHITDay17 http://bit.ly/1hsVTJh

Click Here To:

Download the Social Media Toolkit

Learn More About the PHIT Act 

Attend National Health Through Fitness Day

Join the #PHITDay17 Conversation Online

Download the official SFIA #PHITDay17 Social Media Toolkit Today

United States Capitol Building, Washington, DCHelp build awareness and encourage Congress to #PassPHIT! Get the conversation started by sharing a few suggested posts on the social media platform of your choice: 


U.S. projected to spend $4.4T in healthcare by 202. Save $ & motivate others to be healthy. http://bit.ly/1hsVTJh #PHITDay17

80% of youth at risk of disease due to physical inactivity. Help get them active and #PassPHIT http://bit.ly/1hsVTJh #PHITDay17 

An active person spends $900/yr. An inactive person spends $200/yr. Bridge that $700 gap. #PassPHIT @TheSFIA #PHITDay17 http://bit.ly/1SYxMSf 

Click Here To:

Download the Social Media Toolkit

Learn More About the PHIT Act 

Attend National Health Through Fitness Day

Former Soccer Industry Council of America Chairman, Peter Moore, Becomes Liverpool’s Football Club CEO

The Sports & Fitness Industry Association (SFIA) would like to congratulate EA Chief Competition Officer, Peter Moore on his new role as CEO of Liverpool’s Football Club. Moore worked at EA for almost a decade, leading the EA Sports division, serving as COO and CCO. This summer he will return to Liverpool as CEO of his favorite football team.

 PHOTO SOURCE: The SUN Newspaper

Moore is no stranger to SFIA or the sports industry. In the mid 1990s, Moore chaired the Soccer Industry Council of America (SICA). During this critical time in the soccer industry, Moore led the SICA initiative to address child labor allegations. Ultimately, SFIA (Formerly SGMA) convened a historic agreement between the soccer industry, International Labor Organization (ILO), World Federation of Sporting Goods Industry and Save the Children to ensure no children were involved in soccer ball production. Due to Moore’s diligent work, we received the 1997 Corporate Conscience Award from the Council on Economic Priorities, and the soccer industry received recognition by Former President Clinton in his address to the ILO.

In 2006, Moore was a keynote speaker for our Sports + Technology Convergence. There he spoke about the intersection of the sporting goods industry and video games/interactive technology enhancing the overall sports experience.

We are excited about this new step in Moore’s career and wish him all the best.