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AI connected-coaching platform for major skill sports raises funds

Business news |
By Rich Pell


The company’s patent-pending AI and computer vision system utilizes regular video captured from a user’s mobile phone to evaluate an athlete’s mechanics, and to connect coaching with what is actually happening with an athlete’s body. The tech development is spearheaded by engineers who formerly worked at Major League Baseball Advanced Media (MLBAM).

Feedback is delivered in real-time through a report card that provides a customized performance plan to help the athletes take actionable steps towards improvement. The machine-learning algorithm uses data captured by legendary coach and Mustard co-founder Dr. Tom House during his 40 years of experience working with the best athletes in the world across multiple sports.

With the new funding, the company says it aims to produce more live and recorded connected instructional content for an expanded array of major sports, including golf, soccer and football, as well as hiring several additional team members with disruptive tech experience.

“Our new investors bring force-multiplying experience and relationships across all major American sports,” says Rocky Collis, CEO and co-founder of Mustard. “As we expand our platform to include additional major sports beyond baseball, athletes everywhere will be able to learn their personal recipe for improvement, regardless of their resources.”

The seed round was led by the Lake Nona Sports & Health Tech Fund (a partnership between leAD Sports & Health Tech Partners and Tavistock Group). New investors also include, among others, Mark Cuban, OneTeam Partners, Ronnie Lott, Justin Rose, the Major League Soccer Players Association, the United States Women’s National (Soccer) Team Players Association, owners of several major professional sports teams, Global Rugby Ventures, Dan Rosensweig (CEO of Chegg!), Gary and Adam Jacobs, and the Wessell family.

They join existing investors including Drew Brees, Nolan Ryan, Reid Ryan, Justine Siegal, Shasta Ventures, Intersect VC, and David Novak. The round brings Mustard’s total funding to $6M.

Thomas H. Rudy, Principal of the Lake Nona Sports & Health Tech Fund says, “We believe that Mustard has a winning recipe with a world-class team led by CEO Rocky Collis, game-changing technology, an engaging user experience, and an incredibly strong network of partners and investors. We will be an active investor in the company, making our resources and infrastructure in Lake Nona available to scale into other sports.”

Mustard

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