Former pro football player Kerry Carter has taken on the role of CEO at Seattle-based sports technology company Atavus, known for teaching proper tackling techniques. Atavus has evolved from a consulting company for NFL teams to a software-as-a-service business targeting a wider market, including high schools. Coaches can now get certified in Atavus’ tackling system, which aims to increase player safety by providing access to drill videos, tackle plans, and more. Carter, who started at Atavus in 2016 and became CEO in January, plans to reintroduce the company’s consulting and analytics product, utilizing advances in machine learning and generative AI to better serve their clients.
Carter is working on forming partnerships with other sports technology providers. Atavus recently announced a collaboration with Hudl, a sports analysis technology company based in Nebraska. Through this partnership, Atavus’ player safety expertise will be combined with Hudl’s technology to track and improve performance. Atavus originally started as a rugby skills platform in 2011 before transitioning to a training program for football, known as the Atavus Tackle System. This system offers coaching techniques and analysis focused on making tackling safer, and has been endorsed by former Seahawks coach Pete Carroll, as well as programs at the University of Washington and Ohio State.
With a strong focus on player safety, Atavus is approaching tackling from a data-driven perspective. Carter highlights the importance of proper technique and efficiency in tackling, citing Seahawks player Bobby Wagner as an example of a highly efficient tackler who rarely gets injured due to his technique. Carter believes that safety and performance in football do not have to be mutually exclusive, and that by utilizing data-driven analysis, teams can keep their players on the field and reduce the risk of injuries.
Atavus was acquired by sports technology and data investment fund Phoenix Sports Partners in 2019, allowing the company to expand its reach and offerings. Carter’s vision for Atavus includes improving the consulting and analytics products, providing better outputs for clients that are actionable. By utilizing advances in artificial intelligence and machine learning, Atavus aims to be a valuable resource for coaches at all levels, helping them enhance player safety and performance through proper tackling techniques.
The collaboration with Hudl and other sports technology partnerships mark Atavus’ transition from a consultancy to a software-as-a-service model, catering to a broader market including high schools. Coaches can now access Atavus’ resources to get certified in the tackling system, gaining access to a wealth of training materials and resources. Carter’s leadership and focus on player safety and performance are driving the company’s growth and evolution, positioning Atavus as a leader in sports technology and a valuable resource for coaches looking to improve their players’ skills and safety on the field.
