What Sportstats Actually Does

By A.J. Mousseau, CEO, Sportstats

Last week, I talked about why we're creating this space and where we are going, but this week I want to focus more on who we are.

If you have crossed a finish line, you have probably seen our name on your result. That might be all you know about Sportstats. And if that is the case, we don't blame you. For years, we have kept our heads down and focused on getting the job done. Our name shows up when your results go live, your splits post correctly, and your friends get the right updates during your race. That’s the goal.

But in truth, Sportstats is much more than a timing company.

We’ve been called a results platform, a data company, a logistics provider, and fundamentally a timer. And while all of that is true, it doesn’t really tell our whole story.

What we do at our core, is support athletes and the endurance sports community through the full cycle of an event. From planning, to registration, to race day, to results.

That support used to mean showing up with equipment, timing a race, and posting results online. But it’s become so much more than that...

We Time Races. But We Also Power Them.

Yes, we’re one of the largest race timing companies in the world. We handle hundreds of events across North America and beyond each year. Triathlons, road races, cycling races, corporate challenges, and more, but we also support the infrastructure behind those events, including:

• Pre race planning and raceday logistics

• Custom built timing plans and contingency setups

• Event day logistics and post event analysis

Some races just need us for timing. Others lean on us to help map out how the entire day flows, from first arrival to final tear down. We thrive in the chaos that drives events.

Timing is only useful if it reaches the right people at the right moment. That’s why we also build and manage the digital pieces that athletes and spectators rely on:

• Live tracking

• Real time result updates and alerts

• Tools for registration, check-ins, and leaderboards

• Custom Club & Team scoring

This isn't just us using out of the box tools well. We use those too, but these tools are ones our team has built, rebuilt, and optimized for our clients and their athletes. If a feature helps athletes feel more connected to their data, or helps a race director breathe easier on race day, we have done a small part in making that race a little better.

We Tell the Story Through Data

To most people, results are numbers. To us, they’re stories.

We've spent the last year thinking about how your race data is organized, displayed, and shared on our platform. We want it to be easy to find, fun to share, and meaningful to look back on. Whether you’re comparing times across seasons or showing off your latest PR, we’re making it personal.

We also help race directors, brands, and media partners contextualize results, through sponsorship overlays, rankings, age grading, or race advertisements. We’ve developed a fundamental belief that data shouldn’t be cold. It should be personal.

We’re Building the Future. Beyond the Finish Line

What we’ve shared so far is just the beginning. There’s more to our brand than just timing, and we’re excited to share more of those behind-the-scenes projects because we think they’re pretty cool.

The Women’s Sports & Health Expo

This event began as a one-day event focused on celebrating, educating, and motivating women in sports and wellness in the Grand Rapids, MI community. The response was positive and overwhelming. It's evolving into something special.

The Women’s Sports & Health Expo is a space for athletes, brands, speakers, and wellness leaders to connect and celebrate the intersection of movement, health, and empowerment. This event is about what happens when women gather, share stories, and move forward...together we move.

And this is only the beginning. What’s next will grow this concept into powerful, ongoing opportunities. 

Want to get involved as a speaker, sponsor, or guest city? Reach out, we’re building the 2026 season now.

True North Challenges

We created True North Challenges out of necessity during times of uncertainty and complexity in endurance sports and the goal was to give individuals, families, companies, and communities a flexible, fun, and meaningful way to stay active.

Very organically, True North has turned into a full fledged community brand that allows for athletes to compete personally or in a group without the pressures of in person racing. This has filled a niche void in our industry that we are constantly inspired by.

Want to train for something together? Kick off a wellness month at work? Get your family out moving again?

We can build a custom challenge for your group, or invite you into one of our signature events.

Race Consulting, Software, and Logistics

As more events seek hybrid experiences and custom solutions, we’ve stepped up to meet those needs:

• Operational planning for race directors

• Custom-built software for registration, tracking, and scoring

• Global logistics and shipping for race-day delivery

• Technology partnerships that help elevate events of all sizes

We’re not just a vendor. We’re a collaborator.

If you’re building something that moves people, we’re here to help. Need help bringing a race to life? Let us help you along the way.

So... What Do We Actually Do?

We time races.

We build platforms.

We move gear across continents.

We advise events and consult on flow.

We create challenges. We host expos.

We empower athletes through results, and we support communities through action.

That’s what Sportstats actually does.

And the best part? We’re just getting started.