Olly Timing: Innovating the future of swimming timing with AI

Olly Timing’s rapid success has been accelerated by participation in the Australian Sports Technologies Network (ASTN) Pre-Accelerator Program. Ramsden credits the program for providing valuable content, networking opportunities, and practical support that helped him to grow the business since its inception in 2023, and gain momentum in the Australian swimming community.

Revolutionising traditional swim race timing technology

After spending years with family at aquatic centres and competitive races, Ramsden had always felt there had to be a more efficient way to record swimmers’ times than relying on a large number of parents having to be timekeepers.

The gold standard for timing in competitive swimming has historically relied on touchpads, which detect when swimmers hit the pool wall at the end of a race. However, touchpad systems are expensive (approximately $4,000 per pad), and they are sometimes unreliable, especially for swimmers at grassroots levels. Smaller pools and local competitions often cannot afford expensive systems, leaving a gap in the market for a more accessible, accurate, and scalable solution.

“That's why competitions still have timekeepers as well as touchpads, simply because it's unreliable and you need to have a backup in case the touchpad fails. And for many smaller pools, they can't afford the touchpads,” Ramsden explained.

Early development: A serendipitous beginning

Olly Timing began with a sliding door moment in a supermarket checkout line. Ramsden happened to bump into one of his neighbours, Nicky Davies, who had just started working at The University of Sydney. Davies asked if Ramsden had any projects for her students, which led him to challenge them with an idea: could computer vision be used to develop a timing system for swimming?

The University students produced a basic proof of concept, and Olly Timing was born. This early breakthrough laid the foundation for the AI technology developed by leading computer vision Engineer, Archie Huybers, which powers the Olly Timing system used in competitions today.

Making accurate swimming timing more accessible

Olly Timing has developed a computer vision-based system that detects key moments in a race, from the start signal to the swimmer’s final touch at the wall. The AI technology provides a reliable alternative to traditional systems, removing the need for human timekeepers completely. The secondary benefit of the technology is the elimination of controversy, as race results can be reviewed through video replay.

“Our technology allows competitions to run with up to 30 fewer volunteers. That’s a game changer for the sport. At a major competition last week, the event ran with 75% fewer volunteers,” said Ramsden.

Identifying opportunities and driving growth

Ramsden recognised that the commercial opportunity for Olly Timing lay in solving a problem for timekeepers while also improving the fairness and accuracy of competitions. Instead of relying on up to 30 timekeepers around a pool, Olly Timing’s system reduces the need for manual intervention, allowing a much smaller team to oversee events with the support of AI-powered technology.

Olly Timing has already recorded over 30,000 times and saved over 12 person-months of timekeeping, with plans for further expansion. The solution is particularly popular among schools, where swimming carnivals often require teachers to act as timekeepers. By automating this process, schools can save on staffing and ensure accurate race results.

“We’re targeting the volume side of the market, with around 800 swimming clubs in Australia. Each of those clubs is a potential customer, making our solution scalable across the country,” said Ramsden.

Successful collaboration with Swimming NSW

Olly Timing has already established a strong presence in the Australian swimming community, working with Swimming NSW to deliver AI timing solutions for major events and aquatic centres.

Ramsden has also partnered with aquatic centres that require the premium technology, Hawk Eye. While Hawk Eye is positioned as a high-end solution for elite competitions, Olly Timing focuses on mainstream events, ensuring its technology is accessible to a broader market.

The role of ASTN in the rapid growth of Olly Timing

Ramsden credits the rapid success of Olly Timing to his involvement in the ASTN Pre-Accelerator Program in 2022.

“I used the content in the program as a handrail to quickly move forward—it’s called an accelerator for a reason! Networking with other entrepreneurs was incredibly helpful, and I continue to stay in touch with some of the participants,” said Ramsden.

Through ASTN, Ramsden has gained access to experts who are currently advising on Olly Timing’s expansion into international markets, particularly North America.

“I’m in discussions with ASTN about expanding into the U.S. market, where their expertise and experience have been invaluable,” added Ramsden.

Accessibility and accuracy paving the way for future success

In less than a year, Olly Timing has established itself as a leader in AI-driven swimming timing technology, by offering a cost-effective, scalable solution. The company recently won the ANZSTA 2024 Award for ‘Stadium and Venue Technology,’ further solidifying its position in the industry.

As Ramsden and the team continue to innovate, the vision for Olly Timing is clear: to bring AI and computer vision to the forefront of swimming timing, ensuring fairness, accuracy, and accessibility for all.

With a strong foothold in the Australian market, together with the support of ASTN and partnerships across the sportstech sector, Olly Timing is well positioned to revolutionise the future of competitive swimming on a global scale, and potentially expand into other markets and other areas of sport.

For more information on Olly Timing visit ollytiming.com.

Listen to Ben Ramsden’s interview on ASTN’s ‘Sport’s Cutting Edge’ podcast.