Axon Perform opens UK office to boost elite sports analytics

Axon Perform has opened a UK office, expanding the availability of its performance intelligence platform to elite rugby and football teams across Europe.

The New Zealand-founded company's system centralises performance data, enabling teams to tailor insights to their specific styles of play. The platform aims to cut down time spent processing data and to improve the quality of decision-making for coaches and athletes. Axon Perform is already being used by several leading rugby teams and is now extending its services into European football.

Jon Foote, Chief Executive Officer and Founder of Axon Perform, explained the company's approach to supporting elite teams:

"We make sure teams stay ahead in the fast-paced world of elite sports by providing unique insights into their performance and their competitors – to show where they can press for an advantage," says Jon Foote, Axon Perform CEO and Founder.

Andy Watts, Product Lead at Axon Perform, has extensive experience in sports analytics, having worked with the Japan Rugby Football Union, Cardiff Rugby, and Super Rugby's Highlanders. Watts says that the primary focus is to provide teams with relevant and actionable insights, rather than overwhelming them with unnecessary data.

"By analysing performance information recorded during training and games, we connect what's happening on the field to what the team does next – all in one platform," says Watts.

The user base for Axon Perform includes several notable organisations such as New Zealand Rugby, the All Blacks, the Sydney Roosters, the British & Irish Lions, and the Springboks, the current Rugby World Cup champions. Tony Brown, Attack Coach for the Springboks, spoke about how the platform contributes to his team's preparation and analysis:

"I always start my analysis with Axon Perform stats to get a statistical picture of the opposition - their strengths, weaknesses and opportunities for us to create a winning picture for the team."

Axon Perform has announced the upcoming launch of Axon HQ, a new central management portal designed for both staff and athletes. In addition, the company is developing an artificial intelligence agent intended to assist further with the decision-making processes faced by elite sports teams. It is also piloting its technology with football clubs and integrating with wearable tech providers, in a move to broaden its client base beyond rugby.

Foote emphasised the rationale for expanding in Europe, citing the importance of proximity to key clubs and staff in the region.

"Europe is a natural next step for us. With the UK office open, we're closer to the clubs and performance staff who are driving the game forward. Our focus is on giving them time back, cutting through complexity, and helping them make smarter, evidence-based decisions."

The company's presence in the UK is expected to facilitate greater engagement with performance staff and support organisations looking to use data to inform their training and match strategies. The platform's integration with multiple sports, combined with upcoming developments such as Axon HQ and enhanced AI analytics, reflects Axon Perform's aim to deliver actionable intelligence to a broader range of high-performance teams worldwide.

With its UK office now operational and ongoing collaboration with both rugby and football teams, Axon Perform continues to build on its foundations set in New Zealand, now bringing its centralised analytics approach directly to European sports organisations.