To measure is to know. This applies in top sports, but also increasingly for the individual amateur athlete. The creators behind DashTag want to make statistics available for every soccer player, from professional to amateur, on their smartphone.

What is DashTag?

Gadgets are hard to imagine in the sports world. Heartbeat, the amount of calories burned, distance travelled, speed, we want to know everything. However, individual athletes still do not have all the data during competitions or training sessions.

The founders of start-up DashTag want to change that. Initially for soccer players, later also for other athletes. Soccer players of every level gain insight into their personal statistics immediately after the match or training session. The way they do that at DashTag is strongly inspired by computer games such as FIFA17 and FootballManager (known as WorldWide Soccer Manager in North America), but also on channels such as YouTube and Twitch (video site aimed at streaming games).

To collect all these statistics, you obviously need a sensor that can measure all kinds of data. The Dash has been developed especially for this purpose. This device, which clips to the players shirt, keeps a close eye on the sprints of the soccer player and makes the data directly visible on the smartphone via the Sportbot also designed by DashTag. “We are finally making stats accessible to every soccer player, without having to buy expensive equipment for that,” says co-founder Dirk van den Berg.

Listen to the pitch of Dirk van den Berg:

Who are behind it?

The DashTag team consists of three founders: Epco Berger (CEO), Cliff de Roode (CTO) and Dirk van den Berg (CMO). Berger (39) has a background in aerospace engineering and has worked for large corporates in recent years. Cliff (34) studied Industrial Design and gained a lot of experience in the US, where he designed accessories for Apple products.

Van den Berg (40) is a movement scientist with experience in marketing and events. Together, the three have a nice combination of experience, personality and knowledge.

Who are we waiting for?

The amateur and (semi) professional soccer players, worldwide. According to data from FIFA, there are about 265 million. The role of data strongly increases in sport. The same applies to the use of statistics on computer games and TV. DashTag combines these two developments.

“The ordinary individual player, who also has an interest in his own stats, lacks that information to date,” Van den Berg says. The Dash is designed so that it can give immediate feedback to the player. One of the main goals is to bring more fun to soccer by applying new technologies. “That is why we use insights from the gaming industry. We are the first sports company to make the link between the real soccer field and the online world. ”

Especially young soccer players between 14 and 24 years old will be susceptible, DashTag thinks. That is about 22 million worldwide. The founders also have plans to further develop DashTag for other sports, such as hockey and American Football, but the focus in this phase is still on soccer.

How far is DashTag?

DashTag wants to launch both the Dash sensor and the bot after the summer. The start-up is doing this together with a number of partners. Especially in the United States, entrepreneurs see many opportunities. In that country, DashTag now collaborates with soccer academies, who often provide trainings for soccer players in large regions.

Thanks to these collaborations, the product can be rolled out equally in an important market. “We are therefore facing a busy and challenging time. Fortunately, we also get a lot of energy from that “, says Van den Berg enthusiastically. In the Netherlands they mainly work together with the youth academies of the larger clubs.

What is the business model?

Unlike professional tracking systems, DashTag focuses on the athlete himself. Each player manages his own data. They are therefore the customers. That is also the reason why the startup does not focus on clubs but on individual players, who want to gain more insight into their own performances.

According to the founders, a subscription model fits in perfectly. “We do not believe in the one-time purchase of the Dash product. For just under five euros per month, every soccer player can manage their own data “, says Van den Berg.

The DashTag team expects soccer players to encourage each other to work with the Dash and the sports bot. “In that case, the clubs naturally also take part in this model. If a large part or even all players of a team carry the Dash, then the coach can also gain insight into the performance of the entire team. ”

In need of investments?

Earlier this year, DashTag collected a seed round of 800,000 euros from various Dutch angel investors. This allows the startup to place the product on the market with selected roll-out partners in the Netherlands and the US.

At present, no money is needed, but the entrepreneurs are already preparing intensively for the next financing round. With that money they want to continue growing internationally.