Marilou McFarlane


Sports Tech Works

About Marilou

Marilou McFarlane has worked passionately building sportstech businesses for much of the last decade and now consults for startups in the space as the Principal of SportsTechWorks. Her latest client is Mustard, a new sports performance startup which democratizes access to elite level coaching by offering the only motion analysis app providing same-session feedback, in addition to personalized instruction from the world’s best coaches. The app is powered by an AI platform built on 40 years of data from leading coach and former MLB pitcher Tom House.

Prior to her role at SportsTechWorks, Marilou was president of North America – Soccer for STATSports, and introduced the APEX Athlete Series consumer product to U.S. Soccer’s youth ecosystem of 4 million players. Prior to that role, she was CEO of venture-funded CoachNow (previously named Edufii), and guided this mobile platform for connected coaching to successful merger/acquisition in 2017.

Marilou has a passion for driving growth opportunities for women in sports both on and off the field. As founder and CEO of Vivo Girls Sports, Marilou and her team created a digital media property that was rapidly accepted globally by young women aged 13-24, Olympians and advertisers alike, and subsequently inspired the launch of espnW.

In late 2017 she founded the non-profit group Women in Sports Tech (otherwise known as WiST) with the mission to drive growth opportunities for women in the industry. Current partners include IBM Sports, Nike, the NBA, Catapult Sports, Spartan, and numerous private donors and foundations including the Mark Cuban Foundation.

A former UNC cross-country and 3:06 marathon runner, she is a natural and enthusiastic leader, as well as the happy wife of a fire captain and mother of 2 illustrious daughters, who each captained UNC women’s soccer championship teams and went on to play professionally, before heading to Harvard Med School, Stanford GSB and Microsoft.

What you’ll learn

  • What major technology trends are emerging in the high performance space?
  • Is the combination of AI & computer vision close to taking over from wearable tech as a primary coaching and scouting tool?
  • What are the future development milestones for computer vision and AI powered tools for performance?
  • What’s the role of WiST and how can people get involved?