Victor Donker, Co-Founder and CEO of Usono: “We can still learn a lot about the human body to transform an athlete’s journey and outcomes”

If you’re reading this, then you’re probably a sporty type. But can we persuade you to sit down for a moment – possibly while sipping an isotonic drink – to read these words of true wisdom from Victor Donker, Co-Founder and CEO of Usono?

We’ll give you two excellent reasons why. First, Victor has fascinating insights into how technology and science are helping athletes to recover more quickly from injuries. Second, there our interview ends with a diamond-laced list of things you should do if you’re thinking about entering the sports tech arena. And they apply just as much to anyone who wants to launch a startup too.

Before we join the main action, a bit about Victor himself. As he mentions below, he was formerly Innovation Manager at football (soccer) team PSV Eindhoven. He’s also an experienced designer, entrepreneur and marketer in high-tech and medical devices.

And this is backed up by academic rigour. Victor holds BSc and MSc degrees in Industrial Design and an EngD in User System Interaction from Eindhoven University of Technology. He has even published scientific papers and registered patents.

In short, stop stalling and start reading!

Related reading: Let the games begin: Paris Olympics put AI to the test

Tell us Usono’s elevator pitch

Founded by graduates of Eindhoven University of Technology (TU/e), Usono has developed innovative solutions for applying ultrasound under dynamic conditions. The proprietary design of our ProbeFix Dynamic product allows ultrasound devices to be stably and securely attached to the human body during movement, enabling high-quality, non-invasive ultrasound measurements of the underlying tissues during exercise and movement.

Imagine having pain in your upper leg, but the medical specialist cannot see the problem when examining you when lying still, with static ultrasound or MRI. Usono makes it possible to image the muscle and tendon behaviour in motion. Multiple medical specialists successfully applied ProbeFix in daily clinical settings and managed to diagnose injuries which couldn’t been done without ProbeFix. Several patients have been reported to be recovered significantly quicker than prognosed by the medical team.

What is it about sports tech that excites you? What made you get into this sector?

I’ve worked as an Innovation Manager at PSV Eindhoven and as CEO of Usono, I’m speaking with a lot of experts in sports tech. Personally I’ve always been into sports in general. Sports is relevant to billions of people. It’s a universal language. Whether it’s a 70-year-old man doing his morning jog or my daughter who’s learning to run, everyone is performing sports throughout their life. In less developed countries, children are happy with an old football, and in other countries, parents pay hundreds of dollars per hour for private tennis training.

This universality is what makes sports tech so exciting. It has the potential to impact lives across various demographics, geographies, and socioeconomic statuses. The most interesting topics I see in AI, VR/AR applications for fan engagement, and wearable for enhanced performance, training and recovery. As in any industry, “data is the new gold”. I think we can still learn a lot about the human body to transform an athlete’s journey and outcomes. Also, the role of (elite) sports in a healthier lifestyle in society is crucial. Why are unhealthy drinks and food brands sponsoring sports? Why don’t we use sports as a communication channel for better vitality?

Worth a read: Top companies disrupting healthcare with artificial intelligence

Thinking of injury prevention and recovery, what are some technology or science developments you’ve found particularly fascinating?

Obviously, what we’re working on, wearable ultrasound! You might or might not know about ultrasound. It’s the most affordable, safe and portable medical imaging technology, applied in all segments of the healthcare system, including gynaecology, cardiology and many more. We’ve carefully observed the trends in ultrasound for sports medicine over the years. Ultrasound is more and more used in physiotherapy and sports in general. In our vision, it would be normal to scan injured muscles in motion, not when the patient is static. People mostly feel the pain when they’re moving, so why not perform the exercise when the pain occurs?

After multiple scientific publications from renowned research institutes around the globe, we were contacted by clinicians who now surprise us and prove our basic hypothesis. ProbeFix is used by top football teams in the biggest leagues, including Liverpool FC, Torino, Espanyol, Villareal and Necaxa.

One great example is team doctor Jorge Ojeda who works at the Mexican team Necaxa. He uses dynamic scanning in a variety of injuries including hamstring. He surprised us (and the rest of the community) with a great video on dynamic lateral meniscus scanning on a treadmill. Here is the video on his Instagram profile. When showing this to top doctors at a conference in Madrid recently it was a real eye-opener.

During that weekend in Spain, I personally delivered a ProbeFix to a new customer: a medical specialist of the Colombian Olympic Committee. He’s training with the weightlifters for the Olympic Games in Paris! It was amazing to see how he applied ProbeFix within a couple of minutes to be used in dynamic manoeuvres of the elbow, which is a common injury for weightlifters. We cannot wait to find more clinical applications, validate them in multiple centres around the globe and make dynamic ultrasound the new golden standard in muscle and tendon diagnosis during recovery. And who knows what other surprises the future will bring us?

How do you stay up to date on the latest technology developments in sports?

Staying ahead of the latest technology developments in sports requires a multifaceted approach:

Firstly, maintaining connections within the industry is crucial. Networking with professionals, engaging with customers, and keeping updated on market trends provide valuable insights into emerging technologies and trends. Attending sports-related conferences like the Isokinetic Conference offers an excellent opportunity to learn about the latest innovations and exchange ideas with experts in the field.

Subscribing to newsletters from reputable sources keeps you informed about industry news, product launches and advancements in sports technology. Additionally, platforms like LinkedIn and Instagram are invaluable for staying updated on industry developments, connecting with thought leaders, and discovering new technologies and trends through curated content and discussions.

And in the end, a good face-to-face conversation is for me always the most fruitful, so I like to surround myself with like-minded people as much as possible.

Related reading: How sci-fi tech influences healthcare

What do you believe is the biggest opportunity in sports tech right now?

The scope of sports tech is very wide, ranging from elite player data to fan engagement on a global scale.

One significant opportunity lies in health and performance technology. Advancements like muscle imaging in motion present new avenues for understanding the human body’s limits and optimizing performance. Despite years of research, there’s still much to uncover about muscle and tendon behaviour in real-life settings, presenting a ripe ground for innovation. And of course, there’s loads to gain from nutrition and genetics research.

Moreover, there’s immense potential for fan entertainment and engagement. Technologies like those offered by Eindhoven-based Sorama for smart stadiums exemplify this. I’ve seen the company grow over the years and seeing the vision come to life is amazing. I love the simplicity of making sound visible, it’s so intuitive and I’m sure the interactions will increase fan engagement and might even impact the attractivity of the game.

With sports attracting a global audience, companies like AIM Sports are leveraging cutting-edge tech to create digital overlays and other captivating experiences both on and off TV screens within stadiums. The evolution in this sector is truly remarkable, offering exciting prospects for enhancing the fan experience and driving industry growth.

When it comes to technology, what are the most common mistakes you see sports organisations make?

One common mistake sports organisations make is being reactive to innovation requests instead of having their own vision and proactive mindset. They should actively seek out new technologies matching their vision rather than just responding to the overload of incoming proposals by new technologies. Furthermore, technologies and innovations should 80% solve problems and 20% surprise the organisation. Organisations should be clear about the added value but also have an open mindset to test and try. Just like innovation: dare to fail, and learn from mistakes.

Another issue is not recognising that dealing with innovations requires a unique process involving multiple stakeholders. Various parts of the organisation need to collaborate on innovations, whether it’s a new 5G installation affecting thousands of visitors or cutting-edge technology for a few injured athletes.

Organisations need one or multiple people who have a dedicated role to manage this process internally and manage expectations.

What advice do you have for those wanting to start a career in sports tech, or those wanting to launch a startup in the space?

If you’re looking to start a career in sports tech or launch a startup, “Just do it!” Start with what you have and learn along the way.

“Fail fast and fall forward”: embrace failures as learning opportunities and pivot quickly when needed. Engage with potential users (= customers) early to understand their needs and preferences. This feedback is crucial for developing valuable products or services.

Target a specific, manageable market segment to generate early sales and establish proof of concept. Ask for any kind of payment early to test your value proposition. If customers are not willing to invest, ask yourself: how valuable is my proposition?

Stay open for feedback and if needed, adjust your proposition or market approach.

Stay updated on industry trends and continuously learn to stay ahead.

Build a strong network within the sports tech community by attending events and collaborating with others.

Focus on making a positive impact. Whether improving athletic performance, fan engagement, or promoting wellness, your work in sports tech can be incredibly fulfilling and meaningful!