Peter Muellerchen owns one of the more nontraditional backgrounds in the sports industry. A former engineer who worked in areas such as magnetometry and mass spectrometry, Muellerchen now is president and CEO of Toronto-based Visual Sports, a 17-year-old company that produces the SwingTrack line of sports simulators. The SwingTrack units, designed for several sports, combine computer-based technology and analytics with physical activity and real sports equipment, and they’ve been a popular fan attraction at many major events, including Super Bowl 50, the Grey Cup and the NHL Winter Classic.
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More and more teams are looking for ways to engage their fans not just at the stadium, but throughout their market.”
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Photo by: VISUAL SPORTS
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On making the switch from engineering to sports: I’ve always had a great passion for playing and watching sports. Forming this company has really allowed me to combine my love for both sports and technology and do the work I have a fervor for. My many years in engineering and product design in the field of analytic science taught me how to create a superior product and educated me on the importance of quality and precision.
On the promotion of physical activity within SwingTrack: Physical activity is a vital part of everyday life, and we’re glad we can stand behind a product that encourages an attitude of healthy living among people. Physically participating in games alongside their heroes creates the type of unique experiences that millennials, Gen Z and kids seek at sporting events. Participation is one of the key pathways for fans into sport.
On what teams and leagues are asking for in their venues: Many teams, leagues and venues are seeking solutions that engage fans and enhance the overall game-day experience at events. In fact, most clubs are developing interactive zones and youth-focused areas within their venues.
On the rise of virtual reality, particularly in sports venues: We’re excited by the current momentum for virtual reality since it puts the spotlight on the benefits of sport simulation for fans and sports properties. I don’t see virtual reality devices as a threat, because there’s still no experience like ours, but instead they’re complementary to SwingTrack. In my opinion, they go a long way to bringing attention to our market..
