Yvonne Comer - #FollowRugbySmarts
Yvonne Comer is the powerhouse behind RugbySmarts, leveraging the power of artificial intelligence and machine learning and combining them with an in-depth knowledge of sports to provide rapid, accurate and better output from video analytics, so that analysts and coaches can use their in-depth knowledge of the game and players to improve performance and match outcomes. We spoke to her about her founder journey ahead of our New York event.
To get us started - how would you describe yourself in 6 words or less?
Resilient, purpose driven, passionate and energetic
Describe your business and what prompted you to start it?
RugbySmarts by Perfici Intelligence is a multi-award winning sports tech platform that specialises in performance analytics and providing intelligent insights to improve performance of athletes and teams. The 'Smarts' technology has been developed by coaches for coaches to amplify coaching intelligence by leveraging the power of AI, ML and Computer Vision. Our purpose is to drive results, engage players in their development, increase fan engagement, and provide new revenue streams for clubs. After returning from the UK, I realised that what I enjoyed most about my previous roles was that they were all newly created, which had giving me the opportunity to take on a lot of responsibility and accountability within them, with a wide scope for innovation and driving new projects. I hadn’t had a purely functional role since I had left Ireland so it seemed a natural next step to run my own business. When I was approached by my my now co-founder and CTO, William Johnstone, who through his work with Connacht Rugby and Galway Corinthians realised that there had to be a better way of doing analysis. It seemed a no-brainer to combine my love of sport and my business background, with William’s video and technical expertise, so we created an organisation in Perfici Intelligence that transforms and revolutionises the sports analytics landscape.
Tell us a little bit more about you?
I’m originally from Co. Galway but studied Sports Science & Media Arts in St. Mary’s University College in Twickenham, London. I started my career in Quality Control in the MedTech industry before returning to London to start a Masters in Applied Sports Science. I remained there working as a multidepartment manager, specialising in service delivery, change management, project management and operations. After years of working in commercial business I decided to further broaden my knowledge and skillset and complete an Executive MBA back in Galway followed by the BioInnovate Fellowship, which is affiliated with the Stanford BioDesign Program. I loved sport from a young age, starting with basketball and Gaelic football then adding soccer and rugby as a teenager. I played my soccer with Salthill Devon, alongside some now famous Internationals, and had my first rugby playing experience at Corinthians RFC winning AIL League and Cup titles, before going on to represent my Province and Country. I also have a British Universities medal with St. Mary's Uni. I'm a representative on the IRFU Union Committee which is the National Governing Body for rugby in Ireland and involved in multiple committees including Commercial and Marketing, Charitable Trust, Exiles, Women's and Age Grade to name a few. I'm also involved in exciting projects that will showcase the past, present and future as part of the 150th Anniversary and the 2023 World Cup Legacy. I'm the former Chair of Mini's Rugby for Connacht and Senior Vice President at Corinthians RFC, I'll become their first female President for the 2023/24 season. I also sit on the Sport Strategy Advisory Board for the University of Galway.
Fill us in on your female founder journey.
It's scary and exciting becoming a founder and you need to be prepared for a roller-coaster journey. Taking a business from ideation to commercialisation takes a lot of self-belief and belief in the value that you are creating for your clients. Covid presented an opportunity with the explosion of video calls to gain access to people within the industry globally, and ensure a robust customer discovery was completed prior to development of an MVP, that previously would not have been possible. I believe that there's never been a better time to be a female founder as there are more supports available than ever to help you succeed, with lots of research to prove why investment in diversity leads to greater returns. It’s a steep learning curve to learn all the aspects of a new business, and I’m so grateful for the many people who willingly give their time to help and who share their knowledge and experience. I hope that someday I’ll be able to give back in the same way. I've learned that it’s vitally important to surround yourself with people who support you, push you, inspire you, or call you out when needed. Without this support system who have such strong belief in me I wouldn't be Businesswomen of the Year. Resilience and determination are key, learn what your core values are and know your purpose then failures become growth opportunities.
How has being part of the AwakenHub community helped your business?
The AwakenHub community is so important as a female founder. We all benefit for being part of a strong network where we can guide and help one another. Knowing there are supportive and likeminded women who understand what you are going through, and who you can reach out to for advice is invaluable. I've been part of AwakenHub from early on and I'm always inspired by the founders and their generosity of spirit. The webinars are a mix of motivational and practical and help smooth out the learning curve, as well meeting great people in the breakout rooms. Apart from the amazing opportunity to #TakeNewYork and pitch to investors, AwakenHub is where I heard about an EU funded female entrepreneur programme called The Break. Being accepted on The Break Fellowship was a fantastic experience where I got to spend a month working from a consortium in Vigo, Spain. It helped expand my network further, develop the business including gaining new local clients and most importantly meeting ambitious, value driven women who I'm now lucky to count as friends.
As a founder - what are your non-negotiables?
Know your values and your value and be willing to constantly step outside of your comfort zone. My inspiration are the women around me who are challenging the status quo and making difference. “Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, 'Who am I to be brilliant, gorgeous, talented, fabulous?' Actually, who are you not to be?" - Marianne Williamson
What are your top three tips for other women founders?
Always take as much advice as you can then weigh up all the variables before doing what feels right for you It's important to make time to network no matter how busy your schedule is. Be authentic about wanting to get to know people and be genuinely interested in them. (Join AwakenHubs!) Do what keeps you balanced. There will be great highs and deep lows so experience your emotions without getting overwhelmed by them.
What are you hoping to get out of your New York experience?
I'm excited about the possibilities as I've already been connected in to some brilliant people. I'm looking forward to showcasing the business and seeing what opportunities and connections arise to move RugbySmarts to a different level. It'll also be great getting to meet my fellow Awaken Hubbers in person and getting to know them better.
Where do you see yourself in 12 months and 5 years time?
In 12 months I see myself running a successful global business which has expanded and entered new verticals and is helping players and coaches realise their potential both on and off the pitch. In 5 years I want to be at the forefront of new innovations in sports tech and working on new ideas to bring to commercialisation. I also hope to be able to inspire a new generation of girls to consider STEM as a career.
To finish up with what are six words to live by?
Action is the foundation to success
#FollowRugbySmarts
