In this episode of the Sports Tech AllStars Podcast, we present Joseph Crusoe, Founder and CEO of NurivaTech AI and the public-facing product SportFX.ai.
The conversation explores how a serial entrepreneur with no prior sports industry experience built a markerless motion capture platform that delivers 70,000 body tracking points from a standard iPhone, why democratising biomechanical feedback for youth athletes is the core mission, and how SportFX is building toward becoming a full human motion intelligence platform across sports and beyond.
Takeaways
- Most sports performance tools tell you what happened but not why — SportFX answers the question every athlete actually cares about: am I getting better?
- Traditional motion capture requires expensive hardware and specialist facilities — SportFX delivers equivalent fidelity from an iPhone using proprietary computer vision software
- The platform tracks over 70,000 data points per frame compared to the 10 to 30 dots used by conventional motion capture systems
- SportFX launched with baseball because it is already the most analytically advanced sport
- The platform has over 13,000 active users since launching on the App Store, with a tiered subscription from free to $100 a month
- Accuracy is a non-negotiable north star — the platform is making decisions that affect athletic careers and long-term physical health
- The custom LLM Winston learns from every video upload and improves its understanding of each individual athlete over time
- Golf is the next sport to be added, with multi-sport capability targeted by mid-2027
- The platform is already part of the NVIDIA Inception Program
To learn more, visit: https://www.sportfx.ai
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Chapters
00:00 Introduction
00:30 What Is SportFX and Why Was It Built
02:15 The Golf Simulator Moment That Started It All
05:30 Why Answering “Am I Getting Better?” Is the Core Mission
07:40 Markerless Motion Capture
08:45 Which Sports SportFX Covers Now and What Is Coming
10:00 13,000 Active Users, Tiered Subscriptions and the Democratisation Vision
11:30 How the Platform Learns — Annotation, Archetypes and the Winston LLM
13:28 SportFX Live — Real-Time Analytics Coming Soon
14:37 The Sports Roadmap: Baseball Now, Golf Next, Multi-Sport by 2027
15:29 The $8 Million Round, MLB Investors and Where the Capital Goes
16:16 Why the Platform Was Built for Infinite Scalability
18:20 Human Motion Intelligence Beyond Sports
19:23 Why Sports Performance Tech Is the Gateway to Longevity Tech
20:16 First Time Founding in Sports
21:30 The Responsibility of Being a Steward of Athletic Dreams
23:50 The Next 12 to 18 Months
26:11 Enterprise Partnerships, SportFX Team and Upcoming Announcements
28:32 NVIDIA Inception Program and What It Signals
29:19 Favourite Sporting Moment
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