Sports Tech Innovation Beyond The Field

Guest: Craig Ridley

This week's guest is an old friend of mine with an entrepreneurial spirit and a passion for collegiate athletics. Craig Ridley, CEO, and Co-Founder of ROUTE Analytics Inc. joins us to discuss some game-changing innovation efforts in the world of college sports recruitment. On today's show, we will discuss sports tech innovation and what ROUTE is doing to help young student-athletes make their dreams come true.

sports tech innovation


What is ROUTE? Craig says ROUTE Analytics is the convergence of three of his many passions. It's sports, technology, and innovation through data science. We help high school athletes find their best path to play collegiate sports. We are grounded in the sport of football for three reasons: It is the most popular American sport, it is the most complex in terms of recruiting, and it is the most lucrative. There are many challenges for the parents, players, and coaches, in the recruiting process.

What is the process of getting an athlete noticed by colleges today? Craig says it's more competitive than ever, and much of the lift falls on the athletes and the parents. That process begins earlier than ever, and the student-athletes and their families need to find the best opportunities to play. Collegiate athletic organizations such as the NCAA, NAIA, and NJCAA all have varying restrictions on college coaches and student-athletes contacting each other. That is where ROUTE comes into play.

What kickstarted ROUTE? My son played football as a wide receiver in high school and wanted to play Division 1 football, but his coach told him that he was a Div. II/Div. III player. Through the recruiting process, we realized it wasn't that simple. Long story short, we took a sports tech innovation approach to the process and my son was able to get recruited to play at West Virginia University.

The Birth of ROUTE

Craig says that a dream without a plan is a wish. We put up a plan to help my son achieve his goal. When the coach told us that he was a D2/D3 player, we were looking at about 417 schools and a total of 672 schools with football programs in the NCAA. We went to a football camp at the University of Maryland and realized that with 350 kids at the camp, the coaches were unable to evaluate all the kid's talents. Realistically, you can only do about five football camps a summer with the five weeks in between football seasons.

We came back from that camp and got smarter with our approach. I started to build a spreadsheet and went to athletic and academic websites, journaling information and narrowing down the schools to target. That is the approach that we took to get my son to his dream. After navigating that process, I had parents asking me for help, but I could only help one family at a time. With my sports tech innovation background, I wondered if there was a way to help navigate this process more efficiently. With regards to ROUTE, what has been the response from coaches and schools? Craig says the coaches love it because it makes their jobs easier. We provide the research and analytics and the predicted outcomes, simplifying the process.

Spreadsheet to Business

How did you go from a spreadsheet to launching a business? Craig says he started by looking for a great data scientist. I was blessed to find three of them and with some tremendous diverse experience. From there, we built a prototype and took it to the American Football Coaches Association (AFCA). The coaches at the show said they had never seen anything like it and encouraged us to build it. I put the initial capital in to go from prototype to beta, and now we're post-beta and working on version three. 80% of our current customers are on IOS devices and we are working on getting it available on Android as well. We have athletes from every state in the country, Canada, as well as users from Europe using our product.

What is the next sport after football? Craig says basketball would be next, due to the number of kids playing it in the U.S. What does it take to bring on a new sport? Craig says they acquire a massive amount of data, so it is not a simple task. It's not just on the athletes, but on the school's athletic and academic data. We want to be the foremost data analytics and research company in the area we are in now. Focusing on sports tech innovation in one key area at a time is vital to maximization.

Advice for Startups

With ROUTE being your fifth startup, what is the advice you wish you had before all the startups? Aligning your interests with the folks you're working is beneficial for everyone. Startups don't die because they run out of money, but because the founders run out of energy. It comes down to what you're willing to sacrifice to achieve your dream. How do you validate that your interests are aligned? Craig says it comes down to leadership. Listening is an underrated leadership skill. If you ask the right questions and you listen, you'll hear who and what makes them tick. Assembling my team was the essential step in creating ROUTE.

If you want to keep up with ROUTE and download the ROUTE app, check out their website here. Follow Craig on LinkedIn here.

About Our Guest: Craig Ridley

Craig Ridley is the Co-founder and CEO of ROUTE Analytics Inc. ROUTE is a college football recruiting application that helps athletes make better decisions about where to play. Craig has a background in sports tech innovation through data science and was involved in five different startups.

Let's connect; I am on LinkedIn, Facebook, Twitter. If we do connect, drop me a note and let me know. The email address is or you can go to and drop me a note there. If you are looking for innovation support go to TheInnovators.Network or want to be challenged to develop the next big idea, check out our Disruptive Ideation Workshops. Don't forget to join our Innovators Community to enjoy more conversations around innovation.

To learn more about the latest in sports tech innovation and ROUTE, listen to this week's show: Sports Tech Innovation Beyond The Field.


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