The Professional Triathletes Organisation (PTO) has reinforced its commitment to elevating triathlon and reimagining entertainment and participation in endurance sport through a strategic investment in a new technology venture.
Called Dataworks Technology, the collaboration with its former creative data agency We Are Sweet will centralise and process live performance data to power broadcast visuals and fan-facing second screen experiences. Originally developed for the T100 Triathlon World Tour, this investment will enable Dataworks to scale its real-time AI capabilities that identify key moments and surface stories as they happen.
From pivotal overtakes to sustained efforts under pressure, live metrics such as heart rate, power, and speed are captured, analysed and visualised in real-time by the Dataworks platform. These insights give commentators and production teams the tools to turn raw data into clear, compelling stories that enhance fan engagement.
The PTO has taken an equity stake in Dataworks as a co-innovation partner, recognising that this technology will ultimately become ubiquitous across all sports, starting with endurance, but equally essential for team sports, combat, motorsport, esports and even darts or snooker.
James Haigh, CTO of Dataworks, said: “We’ve been piloting live data with the T100 for two seasons and have been making significant progress. Backing from the PTO now allows us to focus entirely on building a platform that transforms performance data into real-time stories for fans, not just in triathlon, but across any sport.”
Mark Bettels, COO of the PTO, added: “All sports have the potential to tell incredible stories of human performance, overcoming huge adversity and staying cool under unimaginable pressure – but sometimes these key moments are missed, because no-one’s pointed them out and really explained them. Dataworks will be able to identify and contextualise these moments for casual and veteran sports fans alike and help them follow the action in much greater depth. This will not only elevate the viewership experience, but also help inspire participation by making the action more relatable and impressive. We are thrilled to partner with the Dataworks Technology team on this journey.”
The foundational technology already powers the T100 Triathlon Live Data Dashboard, which is packed with extra information on the races, including pivotal moments in the races, such as lead changes, fastest discipline times, penalty information and more.
