Hudl and ADI: Redefining Athlete Performance with Game-Changing Multidirectional Metrics

We’re proud to announce that Athletic Data Innovations (ADI) is joining the Hudl ecosystem, strengthening our ability to deliver the deepest human performance insights and empower coaches and sport scientists to make smarter, evidence-based decisions.

A New Era in Performance

ADI is a cutting-edge athlete monitoring software platform developed by renowned human performance specialist and sports scientist Andrew Gray. For over 15 years, their team has provided advanced analytics to top-tier sports organizations around the world.

Built around Gray’s mission of quantifying the true demands of multidirectional sports, ADI’s platform unifies tracking data from multiple systems to give teams a complete picture of athlete workload, movement patterns, and performance.

Combining the expertise and intellectual property of ADI and its founder’s 25+ years of experience into the Hudl will unlock unprecedented insights, paving the way for a unified, comprehensive solution that truly meets the demands of elite sports.

"For more than a decade, ADI has been a trusted partner to the world's top sports scientists," said Ty Chin, Hudl’s GM of Global Football.  "This acquisition is a game-changer for our human performance offering. By welcoming ADI and its founder, Andrew Gray, to the Hudl team, we're not just adding new technology—we're bringing on a leading expert to help us build the future of sports analysis.”

Solving the Fragmentation Challenge

With the addition of ADI’s technology, our human performance vertical will solve the critical problem of data fragmentation for our customers. 

Ordinarily, when data is spread across multiple systems, departments, and formats, it becomes impossible to get a single source of truth around player performance, health, and tactical information. This can lead to less reliable analysis, missed connections between data points, and lost time when developing personalized training and injury prevention strategies.

ADI’s platform resolves this issue. First, ADI ingests complex data from isolated silos like GPS, LPS and optical tracking from any source or provider. Then it harmonizes that raw data into advanced KPIs to quantify athlete load and injury risk.

The result is more consistent, contextual, and actionable performance insights across training and competition – all in one connected analysis engine.

“By integrating the most advanced human performance algorithms with our world-leading video and analytics platform, we are not only removing the issue of data fragmentation but building a unified, AI-powered solution that will redefine the market and empower coaches, sports scientists, and athletes to make more informed decisions than ever before,” explained Ty Chin.

The Breakthrough Metrics

One of the reasons ADI is trusted by elite organisations like Paris Saint-Germain, the English FA and the Jacksonville Jaguars is the platform’s unique advanced metrics, which go beyond traditional linear data points like speed and distance to:

• Quantify multidirectional movement and athlete load
• Provide on-field diagnostics like gait analysis
• Deliver insights into collision detection and footstrike analysis
• Capture the true cost of every sprint, cut, curve and deceleration

From peak period analysis to power curves and movement profiling, these game-changing, scientifically-superior metrics provide a deeper biomechanical understanding of how athletes move in the complex, chaotic scenarios that define elite competition. 

Ultimately, this gives practitioners crucial added context when quantifying the quality and intensity of movement, so that they can answer the crucial questions around how athletes can train effectively, recover safely, and perform at their peak.

The Strategic Vision

The acquisition of ADI lays a strong foundation for our long-term vision: to change the way Human Performance is measured, analyzed, and optimized. 

We will enable teams to seamlessly combine athlete tracking data with video and match analysis tools, all powered by AI, to surface actionable insights. 

“Joining forces with Hudl, the leading sports technology company, is a leap forward for the future of sports science,” said ADI Founder and Director, Andrew Gray. “Combining my life’s work with Hudl’s vast ecosystem will unlock unprecedented insights and help athletes at every level.” 

“This positions Hudl as a trusted authority in human performance and will enable us to continue to deliver exceptional value to our global football customers and accelerate our growth in key sports like rugby and American football," said Ty Chin.

“Andrew's expertise will be integrated into our team as we move forward to develop future AI-driven insights within Hudl Signal and to create new solutions together.”