EOM5: Leading the Video Analysis Revolution in Africa

By Duncan Ritchie

11-February-2020 on News

5 minute read

In January 2015, Nacsport and EOM5 joined forces to spread performance analysis throughout Africa as part of our commercial strategy. Five years later, both companies are still promoting sports video analysis to elite and amateur sports teams on the continent and the future seems brighter than ever.

 

Let’s go back to 2014. A young South African hockey coach, Ashlin Freddy, was introduced to Nacsport video analysis software while playing in Europe. He caught a glimpse of an excellent marketing opportunity and immediately told his father, Chris, who was the owner of EOM5 (East of the M5) a software company based in Cape Town.

 

“In South Africa, and Africa as a whole, video analysis was, and still is, a new, emerging concept. In the majority of established sporting markets in the world today, Video Analyst exists as a profession - this is not the case in Africa. The education process is slow, but we are determined to spread it”, explains Ashlin.

 

A year later, after successful conversations between the two parties, Nacsport and EOM5 reached an agreement that saw EOM5 secure sole distribution and resale rights for South Africa with the possibility of expanding their dominance to the rest of the continent.

 

 

The Origins of EOM5

 

East of the M5 (EOM5) was formed when father and son, Chris and Ashlin Freddy, using their specialised skills, joined forces to form a company that specializes in video analysis software. Chris is an experienced Solutions Architect and Software Developer, and Ashlin is an elite sportsman who has represented South Africa at field hockey.

 

“For me, analysing video started during my playing career and was something that fascinated me from the start”, continues Ashlin. “The power to see your performance, to see the different options you had which you missed at the time - was a massive learning tool”.

 

Ashlin was introduced to video analysis as early as 2007 when, as an athlete, he played for South Africa and European clubs abroad. He saw the immense benefit of using this technology to improve team performance as negative emotions are removed when an athlete sees their performance objectively critiqued by coaches.

 

Later, when he became an assistant coach for the South African national hockey team, he implemented video analysis into the team’s schedule which helped lead them to great success.

 

“Analysing our own performance, identifying areas of improvement game by game as well as analysing our opponent’s strengths and weaknesses gave the team a much needed advantage. Being able to illustrate to the team using video, further enhanced the message I was trying to convey to them, ultimately resulting in winning a gold medal for the first time”.

 

 

Why Nacsport?

 

Sports video analysis has been the domain of professional sports for the past 10 years and, sadly, its exorbitant price tag has kept it out of reach of most elite and amateur sports teams in Africa. Nacsport has shaken up this market by producing comparatively affordable video analysis products.

 

Since 2016, EOM5 has established the Nacsport brand in South Africa by promoting sports video analysis to elite and amateur sports teams and, at the same time, has removed the negative perception that this type of software is too costly and only for use in professional sports.

 

 

 

A Bright Future Ahead

 

The success of the Nacsport brand in South Africa allowed EOM5 to expand into the rest of Africa and in April 2019 they launched Video Analysis Africa with the mission of promoting and encouraging the use of sport video analysis software in Africa.

 

“Now, in 2020, video is non-negotiable for every team I’m involved in. I run two full-time hockey programs in South Africa, each using the exact same setup. We use video to review matches played and to prepare effectively for opponents, as well as keeping track of training sessions throughout the season.

 

 

On match day, we have a dedicated analyst who films and tags the game live using Nacsport Pro Plus.

 

As a coach, I am looking for specific bits of information to see if the tactical plan is working effectively, or if there is evidence to suggest that a change is needed. We have a closed network at the venue, which allows us to export the live feed and stats to the bench using Nacsport Coach Station. The ability to view a second angle in real time or do a live review of instances allows me to make informed decisions during the game”.

 

At Nacsport we are extremely proud of this continued relationship and, going forward through the years, we are looking forward to keeping up this steady growth so video analysis in Africa becomes a ‘must’ in all sports.

 

If you are based in Africa and want to know more about video analysis, click here for more information and get in contact with Chris and Ashlin.

 

 

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