It has taken an equity stake in Dataworks as a co-innovation partner

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The Professional Triathletes Organisation (PTO) has invested in Dataworks Technology, a collaboration with its former creative data agency We Are Sweet.

Dataworks Technology centralises and processes live performance data for broadcast visuals and fan-facing second screen experiences.

It was originally developed for the T100 Triathlon World Tour, with the new investment enabling Dataworks to scale its real-time AI capabilities, which identify key moments and surface stories as they happen.

From noteworthy overtakes to sustained efforts under pressure, live metrics including heart rate, power, and speed are captured, analysed, and visualised in real-time by the Dataworks platform.

These insights turn raw data into clear, compelling stories that enhance fan engagement, says the PTO.

During the Singapore T100 women’s 2024 race, Dataworks uncovered a head-to-head battle between British stars Lucy Buckingham and Lucy Charles-Barclay. Buckingham led the pack, pushing at 98% of her maximum heart rate, while Charles-Barclay, maintaining a more sustainable 86%, trailed just 6 seconds behind. The live data highlighted the intensity of the chase and predicted the inevitable overtake by Charles-Barclay, giving fans deeper insight into the unfolding drama.

The PTO has taken an equity stake in Dataworks as a co-innovation partner.

James Haigh, CTO of Dataworks, said: “We’ve been piloting live data with the T100 for two seasons and have been making significant progress. Backing from the PTO now allows us to focus entirely on building a platform that transforms performance data into real-time stories for fans, not just in triathlon, but across any sport.”

Mark Bettels, COO of the PTO, added: “All sports have the potential to tell incredible stories of human performance, overcoming huge adversity and staying cool under unimaginable pressure – but sometimes these key moments are missed, because no-one’s pointed them out and really explained them. Dataworks will be able to identify and contextualise these moments for casual and veteran sports fans alike and help them follow the action in much greater depth. This will not only elevate the viewership experience, but also help inspire participation by making the action more relatable and impressive. We are thrilled to partner with the Dataworks Technology team on this journey.”