London, UK: The Professional Triathletes Organisation (PTO) has reinforced its commitment to elevating triathlon and reimagining entertainment and participation in endurance sport through a strategic investment in a new technology venture.
Called Dataworks Technology, the collaboration with its former creative data agency We Are Sweet will centralise and process live performance data to power broadcast visuals and fan-facing second screen experiences. Originally developed for the T100 Triathlon World Tour, this investment will enable Dataworks to scale its real-time AI capabilities that identify key moments and surface stories as they happen.
From pivotal overtakes to sustained efforts under pressure, live metrics such as heart rate, power, and speed are captured, analysed, and visualised in real-time by the Dataworks platform. These insights give commentators and production teams the tools to turn raw data into clear, compelling stories that enhance fan engagement.
The PTO has taken an equity stake in Dataworks as a co-innovation partner, recognising that this technology will ultimately become ubiquitous across all sports, starting with endurance, but equally essential for team sports, combat, motorsport, esports, and even darts or snooker.
James Haigh, CTO of Dataworks, said: “We’ve been piloting live data with the T100 for two seasons and have been making significant progress. Backing from the PTO now allows us to focus entirely on building a platform that transforms performance data into real-time stories for fans, not just in triathlon, but across any sport.”
Mark Bettels, COO of the PTO, added: “All sports have the potential to tell incredible stories of human performance, overcoming huge adversity and staying cool under unimaginable pressure – but sometimes these key moments are missed, because no-one’s pointed them out and really explained them. Dataworks will be able to identify and contextualise these moments for casual and veteran sports fans alike and help them follow the action in much greater depth. This will not only elevate the viewership experience, but also help inspire participation by making the action more relatable and impressive. We are thrilled to partner with the Dataworks Technology team on this journey.”
T100 Storytelling Example:
During the Singapore T100 women’s 2024 race, Dataworks uncovered a thrilling head-to-head battle between British stars Lucy Buckingham and Lucy Charles-Barclay. Buckingham led the pack, pushing at 98% of her maximum heart rate, while Charles-Barclay, maintaining a more sustainable 86%, trailed just 6 seconds behind. The live data not only highlighted the intensity of the chase but also predicted the inevitable overtake by Charles-Barclay, giving fans deeper insight into the unfolding drama.
The foundational technology already powers the T100 Triathlon Live Data Dashboard which is available at t100triathlon.com/live/ and is packed with extra information on the races. Including pivotal moments in the races, such as lead changes, fastest discipline times, penalty information and more. As well as the live leaderboard, which shows key data such as splits to leader, groups, speeds, positions gained and Heart Rate effort.
The next step for the PTO and Dataworks Technology is to build on that to realise a shared ambition to make live data storytelling an even more fundamental part of how sport is experienced.
-ends-
For further information:
Anthony Scammell E: [email protected]
James Haigh E: [email protected]
About the Professional Triathletes Organisation
The PTO is a sports body that is co-owned by its professional athletes, seeking to elevate and grow the sport of triathlon and take it to the next level. Its T100 Triathlon World Tour was introduced in January 2024 and is designated by World Triathlon as the ‘official World Championship for long distance triathlon’, which is part of a 12-year strategic partnership with the sport’s international governing body. The T100 Triathlon World Tour is a season-long schedule of World Championship level races competed over 100km (2km swim, 80km bike and 18km run), where the world’s best triathletes go head-to-head in iconic locations on a global broadcast showing the races live around the world in 195+ territories, courtesy of the PTO’s partnership with Warner Bros. Discovery as well as a range of other international, regional and local broadcasters. In 2025 these will include: Singapore (5-6 April), San Francisco (31 May-1 June), Vancouver (13-15 June), London (9-10 August), France (29-31 August), Valencia (20 September), Wollongong (18 October), Dubai (15-16 November) and Qatar (12-13 December) for the first Qatar T100 Triathlon World Championship Final. T100 weekends are ‘festivals of multisport’ and feature a range of opportunities for amateur athletes of all levels to get involved. From experienced amateurs tackling the 100km distance to first-time swim, bike and run participants taking on single discipline, untimed events. For more information visit www.t100triathlon.com
About Dataworks Technology
Dataworks Technology is a platform built to discover and visualise stories from sports performance data. Industry-leading AI analyses incoming feeds in realtime to identify meaningful moments within the raw data. These moments are combined into coherent narratives and visualised to engage and inform fans.
The platform is ingest-agnostic and can take inputs from historical, live and biometric data sources. All data is centralised and processed in the cloud, allowing for consistent, scalable and flexible distribution. Designed for scale, Dataworks can deploy unified HTML graphics across multiple formats, including broadcast, altcast, dashboards, social media, fan apps and venue screens.
For further information visit www.dataworks.live
