Article: sportsbusinessdaily.com – Plugged In: Peter Muellerchen, president and CEO, Visual Sports
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.
“More and more teams are looking for ways to engage their fans not just at the stadium, but throughout their market.”
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..