Former NFL player Kerry Carter has taken on the role of CEO at Seattle-based sports technology company Atavus, known for its focus on teaching proper tackling technique. Originally functioning as a consulting company for NFL teams and higher-end collegiate programs, Atavus has now transitioned to a software-as-a-service business targeted at a wider market, including high schools. Coaches can get certified in Atavus’ tackling system, which aims to enhance player safety and provides access to drill videos, tackle plans, and more. Kerry Carter, who joined Atavus in 2016 and became CEO in January, plans to reintroduce the company’s consulting and analytics product by incorporating advances in machine learning and generative AI to provide better outputs for clients.
Atavus has started to form partnerships with other sports tech providers, such as its recent collaboration with Hudl, a sports analysis technology company based in Lincoln, Nebraska. This partnership aims to combine Atavus’ player safety expertise with Hudl’s cutting-edge technology to track and enhance performance. Atavus originally started as a rugby skills platform in 2011 and later transitioned to a football training program with its Atavus Tackle System, focusing on coaching techniques and analysis to make tackling safer. Former Seahawks coach Pete Carroll and the University of Washington and Ohio State football programs were early adopters of the system. The startup was acquired by sports technology and data investment fund Phoenix Sports Partners in 2019.
With ongoing discussions around football and tackling technique, particularly in the NFL where rules changes are being made to eliminate certain types of tackles, Kerry Carter believes safety and performance do not have to be mutually exclusive. Atavus takes a data-driven approach to help determine the safety and efficiency of tackling techniques. Carter uses former Seahawks player Bobby Wagner as an example of the success that can be achieved with proper technique. Wagner, known for his efficient tackling style with high shoulder and chest percentage, has had a low incidence of injuries throughout his career. Carter emphasizes the importance of keeping players on the field and the investment that teams make in their athletes.
As Atavus shifts its focus to serving a broader market, including high schools, the company aims to be a valuable resource for coaches looking to improve player safety through proper tackling techniques. By offering certification in its tackling system and providing access to instructional videos and tackle plans, Atavus seeks to equip coaches with the tools and knowledge to enhance player performance while reducing the risk of injuries. Kerry Carter’s leadership as CEO brings a renewed emphasis on leveraging advanced technologies, such as machine learning and generative AI, to enhance the consulting and analytics products offered by Atavus.
With an eye towards innovation and collaboration in the sports technology industry, Atavus continues to forge partnerships with other leading companies to enhance its offerings and provide a comprehensive solution for improving player safety and performance. By combining expertise in player safety with cutting-edge technology from partners like Hudl, Atavus aims to provide coaches and teams with the tools and insights they need to elevate their game. As the conversation around football and tackling technique evolves, Atavus remains at the forefront, advocating for data-driven approaches to enhance safety on the field while optimizing player performance. Kerry Carter’s vision for the company involves not only being a resource for coaches but also driving innovation and advancements in tackling techniques to benefit athletes at all levels of play.
