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Hockey stick path to market

Executive Summary


Highlights and key figures

Total investment into this project (live figure)

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Costs and funding (live figure)
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Market development
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The Project

Integrate bending and motion sensors into a hockey stick in order to provide almost real-time feedback on performance. The basic idea is to collect all the important parameters that characterize the manipulation of a hockey stick during a normal game. The data is crunched and sent wirelessly to a mobile device to be further analysed. The mobile device contains a model the motion patterns applied in different types of actions during a hockey game. It also contains different profiles of "good players". 

One possible application is to compare the motion pattern of a user with the patterns of "good players", and to provide to the user a path to improvement. Other applications can be performance monitoring over time, with fatigue, etc. 

Data from the mobile device can also be socialized, i.e. shared on social media with other users. 

The Quantified Self is a movement to incorporate technology into data acquisition on aspects of a person's daily life in terms of inputs (e.g. food consumed, quality of surrounding air), states (e.g. mood, arousalblood oxygen levels), and performance (mental and physical). Such self-monitoring and self-sensing, which combines wearable sensors (EEG, ECG, video, etc.) and wearable computing, is also known as lifelogging. Other names for using self-tracking data to improve daily functioning are “self-tracking”, "auto-analytics", “body hacking” and “self-quantifying”.


This project was created after the visit of Pr. David Pearsall's lab at McGill University during the summer of 2012, by Ivan, Francois, Jonathan and Tibi. See presentation made. It became clear then that SENSORICA can play an important role in the market of sports equipment. 
David needed an accurate and fast bending sensor to be applied on a hockey stick. At the beginning of the project, the team thought to apply the joint transducer to this application. 

In September of that same year the same team made a presentation at the Canadian Space Agency and discovered a need for a very precise bending sensor (see meeting notes). Thus, the Tape sensor was born. A four optical fiber-based bending sensor was presented to Pr. Zhu at SENSORICA lab in Montreal, on April 2013 (see photo album of this demo). From this project, the Low-cost tape sensor was born. It became evident that this type of sensor was suitable for the hockey stick project. 

A few designs of the low cost tape sensor were proposed and one prototype was successfully tested in June 2013 (see more). Around the same date, Rodrigo started to redesign the low-cost tape sensor in order to adapt it to mass production. 

In June 2013 we were approached by a Montreal-based company who has already integrated motion sensors into a hockey stick and were looking for a low-cost and reliable bending sensor (see meeting notes - please keep this doc confidential for the moment, the company wants to remain under the radar). We are exploring ways to collaborate and have agreed to formalize our collaboration starting in September 2013. 

Presentation of the product and example applications


Immediate application


The services provided by SENSORICA through its members


Affiliates actively contributing to this project

Active affiliates

Member name Description of role(s)

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Close collaborators

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SWOT analysis


Timetable of activities and SMART objectives


Advantages of the product




Market Study


Industry Analysis


Key success factors


Factors affecting demand


Trends and market developments


Market analysis

First market segment

Who are the clients?


Buying behavior


How many are they?


What is the value of the potential market?


Sales potential for this market


Details on first customers/testers


Other potential clients



Analysis of the competition

Characteristics of the direct competition

  Competitor 1 Competitor 2 Competitor 3 Competitor 4
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quality of services  

product line  




marketing tactics  

main strength 

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Conclusion - Impact on SENSORICA


Outreach/marketing plan

Budget for sales and marketing