Hudl Acquires Athletic Data Innovations to Redefine Athlete Performance Measurement and Analysis
Strategic acquisition adds a proven sports science platform trusted by professional teams for over 15 years.
LINCOLN, NEB. – October 21, 2025 – Hudl, the global leader in sports performance analysis and video technology, today announced the acquisition of Athletic Data Innovations (ADI), a cutting-edge athlete monitoring software platform developed by human performance specialist and sports scientist Andrew Gray.
For over 15 years, ADI has provided advanced analytics to top-tier sports organizations around the world. This strategic acquisition expands Hudl's capabilities in human performance and strengthens its commitment to providing professional teams with the most sophisticated tools available.
The ADI platform combines data from multiple tracking systems, including GPS and optical tracking to create a consistent performance picture while delivering game changing metrics to quantify athlete load. By integrating ADI’s technology, Hudl will deliver deeper insights within Hudl Signal, empowering coaches and sports scientists to make smarter decisions.
"For more than a decade, ADI has been a trusted partner to the world's top sports scientists," said Ty Chin, GM Global Football, Hudl. "This acquisition is a game-changer for our human performance vertical. It will enable us to deliver exceptional value to our global football customers and accelerate our growth in key sports like rugby and American football."
“This acquisition solves a critical problem for our customers: data fragmentation. By integrating the most advanced human performance algorithms with our world-leading video and analytics platform, we are building a unified, AI-powered solution that will not only redefine the market but will also empower coaches, sports scientists, and athletes to make more informed decisions than ever before.”
By acquiring ADI's intellectual property and welcoming its founder, Andrew Gray, to the Hudl team, we're not just adding new technology—we're bringing on a leading expert to help us build the future of sports analysis," Ty Chin continued. "This positions Hudl as a trusted authority in human performance and lays a strong foundation for future AI-driven insights and data-driven decision-making. Andrew's expertise will be integrated into our team as we move forward to create new solutions together.”
“My mission has always been to quantify the true demands of multidirectional sports, providing teams with a complete picture of athlete workload, movement patterns, and performance,” said Andrew Gray, Founder of ADI. “Joining forces with Hudl, the leading sports technology company, is a leap forward for the future of sports science. Combining my life’s work with Hudl’s vast ecosystem will unlock unprecedented insights and help athletes at every level.”
About Athletic Data Innovations:
Athletic Data Innovations (ADI) is redefining how athlete performance is measured in multidirectional sports. By moving beyond traditional linear metrics like distance and speed, ADI uses mechanical power and advanced movement analysis to capture the true cost of every sprint, cut, curve, and deceleration. Our platform ingests data from any GPS, LPS, or optical system and delivers consistent, contextual insights across training and competition. From peak period analysis to power curves and movement profiling, ADI empowers practitioners to make smarter, faster, evidence-based decisions—helping athletes train effectively, recover safely, and perform at their best.
About Hudl:
Hudl empowers more than 344K teams globally to reach their potential, working with coaches, athletes, and administrators at every level of sport. We equip teams with tools and insights to elevate performance, streamline operations, drive recruitment and deepen fan engagement. Our smart cameras capture every second of practices and games, powering the industry's ecosystem of film review, recruiting, scouting and more. Our trusted software layers data and analytics onto video to help athletes and teams reach their potential. And our platform helps every team create a stronger connection to their fans through livestreaming, athlete highlights, tickets, and updates on all the information fans care about. Learn more at Hudl.com.
Press Contact:
Tyler Thomas
Senior Director of Content + PR
Hudl
Tyler.Thomas@hudl.com