‘What you cannot measure, you cannot improve’: str8bat co-founder on bringing data science to cricket

“What you cannot measure is not improved, and your eyes cannot measure everything. They’re not as gifted as we think,” said Gagan Daga, CEO and co-founder of str8bat, a Bengaluru-based startup that has developed a cricket bat sensor that captures motion without cameras. The company is bringing data-driven insights to players at all levels. Cricket, the most popular sport, has largely remained traditional in its approach to player development, and Daga’s company is changing this through its unique technology.

“The universal anchor for sports is the desire to ‘play better’.” The problem is that sports rely on lagging indicators like runs scored, wickets taken, or goals made — not leading indicators that help you improve consistently. My question became, “How can we help players play better, no matter their level?” Daga said.

In an interview with indianexpress.com, Daga opened up about his formative years and his stint at SAP, where he evolved as a business strategist from a technical architect. After a brief spell of what he terms ‘midlife crisis’ in the corporate world, Daga pursued education at INSEAD, where the concept of str8bat was born. “Sports was a big passion. Around three and a half billion people participate in sport worldwide, which is 25 per cent of the world population. “That’s a huge number,” he explained. Daga’s analysis led him to the root of what drives people to play sports. “Play Better is the anchor of the entire sport. But playing better has been a problem since the inception of sports.”

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The CEO shared that he identified a critical gap in sports analytics. “What you cannot measure you cannot improve. Sports is an industry which has only lagging indicators,” he noted. Cricket statistics such as runs, wickets, or boundaries hit show players what happened. However, they offer no guidance on how to improve future performance. It is this realisation that led to a breakthrough philosophy.

“Equipment knows exactly what’s happening to it. And if equipment can talk to the player and the coaches, they have a beautiful language, right? And what’s one common language across which people hate to appreciate? It’s the common language of science, data, and numbers,” he said.

What is the technology behind str8bat?

At first glance, str8bat is a feather-light sensor that easily clasps on the bat. Daga said that the device is attached to a bat inconspicuously and has a setup that takes mere seconds. The str8bat is essentially a sophisticated sensor that captures detailed motion data while a player is playing. Daga explained that the placement of the device on the bat is strategically chosen. It is positioned exactly where the bat usually breaks under stress. “It has to be non-obtrusive. It cannot interfere with everybody. It cannot change the balance of the bat. It has to be accurate. There are three design principles.”

The device is capable of measuring parameters including bat speed, impact speed, backlift angle, and sweet spot consistency. Daga said that every shot receives a score out of 100 with personalised insights that have been generated by AI. He revealed that the latest version of the sensor has evolved into a smart sticker that can “make any bat smart while weighing virtually nothing.”

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The lightweight str8bat sensor on a cricket bat (left) and its app interface. The lightweight str8bat sensor on a cricket bat (left) and its app interface.

The real-time feedback capability sets str8bat apart from camera-based systems. “This is muscle memory in real time. Play, get feedback, change,” explains Daga, emphasising the importance of immediate corrections rather than post-session analysis. The device is accompanied with an app that lets a player see the statistics and generative-AI powered recommendations.

Real-world impact

When asked about the impact of the device, Daga said that the results spoke for themselves. “91 per cent of our players improve,” he said. Daga revealed that the technology has also attracted big names such as Cricket Australia and premium India T20 league franchise Rajasthan Royals, who use it for talent scouting and development.

Talking about real-world examples, Daga said, “A four-degree shift in backlift angle helped one of the players at the UAE T20 by 21 per cent impact speed.” Another case study involved a prominent player whose six-hitting consistency improved significantly after seven days of targeted practice based on the data from str8bat. The company has documented 122 case studies at the highest levels of cricket, demonstrating measurable improvements in professional players’ performance.

Daga shared that str8bat focussed on professional teams and academies before launching consumer products in 2022. “We didn’t go to consumer launch till we found product market fit, because consumers will not pardon you for the mistakes,” he said.

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The device is priced at Rs 6,500 with a one-year membership, and a monthly subscription is available at Rs 99. When it comes to reach, the co-founder revealed that 37 per cent of its consumers are from Tier 3 and 4 cities. The device has expanded beyond India to Australia, the UK, the US, and East Africa, with over 20,000 players using it. Besides, the makers also have plans to become a sports platform and include other sports.

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