Pitch It Up: International healthcare scientist and Aussie cricket mum is closing the gap in training aids

After launching in 2021, Thomson completed the ASTN pre-accelerator program in 2023 and now has the Pitch It Up Cricket Training Aid in over 35 stockists – making cricket more accessible for all.

“My Science background in Healthcare’s Diagnostics Industry spans 25 years. Working in a large International Commercial organisation across Technical Customer Support, Sales, Marketing, Project Management and General Management roles, taught me a great deal about all aspects of running an efficient business. From quality control to contract management; customer service to managing budgets and staff, it was a great foundation to give me the confidence to begin my entrepreneurial journey,” said Thomson.

From cricket mum to entrepreneur

After not finding a suitable bowling machine within Australia for safe use at home with a young cricketer, Thomson soon realised that she needed to create a bowling training aid with an appropriate speed for her seven-year-old son, to help him learn how to play and improve his game.

“With my science hat on, I was ready to investigate and find a solution to the problem. In 2021, I started to look at what was available offshore and I came across a manufacturer that had a practical product with a ball that was firm, but not too hard, so was safe to use at home and with younger kids,” added Thomson.

“We took it away with us on holiday where we had families come over to us and ask if they could join in. It was such a fabulous experience where you could see the connectivity it was creating. Once we arrived home the cogs started turning and I knew I needed to explore this further,” said Thomson.

Thomson got to work and started doing her own research within the local community. She took a prototype to the local school to speak with the Physical Education (PE) teacher. Once she successfully demonstrated what the machine could do, she was given approval to do a trial with some of the students from grades three to six. The trial revealed that it was a fantastic aid in a PE setting for various drills, and from there the idea for Pitch It Up was born.

Navigating the startup game to launch Pitch It Up

Pitch It Up started as an automated batting machine but is now also marketed as a catching, fielding and wicket-keeping training aid. The product can be used standalone and also mounted on a tripod, increasing its suitability and functionality and making it perfect for the young cricket stars of the future to improve hand-eye coordination, concentration and focus.

“When we looked at what the rest of the market was doing, we realised everyone was using their bowling machines for batting only. Our point of difference is that it’s not just a bowling machine for batting, it’s a training aid that can be used for all the skills that are required for cricket, as well as other sports,” added Thomson.

The Pitch It Up ball is made from compacted foam, but it has a compression element to it. This means that if it hits a child or window, it is unlikely to cause injury or damage.

“As a parent, the safety aspect was very important for me to feel comfortable about my kids and their friends using it in the backyard. We don’t tend to use cricket balls in the backyard, but I’m very happy for them to use the Pitch It Up balls, as are my neighbours!” said Thomson. Pitch It Up had some great online sales right off the bat, and about six months into business they were proactively approached by cricket specialist retailers asking to stock the product.

“In our first cricket season, 60% of the business came from retail, while 40% was through our online store. Over time, business has shifted, and now around 80% comes from our retail partners and 20% is from our online store,” added Thomson.

Changing the game and making cricket accessible to all

Pitch It Up is also suitable for use with All Abilities Programs, making it accessible for participants of All Abilities & Inclusive cricket. “We’ve demonstrated on multiple occasions that we can use this tool in a creative way to be able to work with children and adults of all abilities. From participants in wheelchairs, cerebral palsy, autism and other neurological and physical conditions, Pitch It Up makes it possible for everyone to enjoy learning the skills of the game.”

“Pitch It Up allows you to project the ball from a low height, but you can also place it on a tripod and deliver the ball from a higher height as well. You can tailor the delivery of the ball from straight to spin and swing, to suit the participant, depending on their height and ability level. We cater to their current skill level, then using the variations of the machine, progress the participant to the next level as they are ready,” said Thomson.

The next development for Pitch It Up is an audible ball which will mean that blind cricketers can also use this training aid, at home or at their club, to practice and enhance their skills.

“Pitch It Up is able to be placed on the ground, enabling a ball to be projected that closely imitates the underarm bowling action used in blind cricket. This technology is exciting and there’s no other bowling machine on the market that can do this. It is unique. When we launch the audible ball, we’ll be the first Cricket Training Aid in the world that is truly suitable for all cricketers, irrespective of their skill or ability, helping to make cricket a sport for all.”

Australian Sports Technologies Network (ASTN) emphasises a ‘born global, die local’ mindset through its pre-accelerator program

Through the ASTN network, Thomson completed the pre-accelerator program in 2023. Pitch It Up has also reached the point where they are exploring offshore opportunities.

“The pre-accelerator program certainly opened my eyes to the idea to grow locally first, test your market and make sure you can be successful here before you expand globally, and we are starting to reach that next stage now.”

Thomson has also found the network of ASTN incredibly valuable. She believes that being connected with like-minded individuals and finding your network is the key to being a successful founder.

“It wasn’t until I joined the ASTN network that I came across a great community of entrepreneurs and ASTN Staff that are there to guide and offer support. I was able to find other sportstech founders like me, who were experiencing the same challenges as I was.”

“As a female founder coming into an industry I'd never worked in before, I have found the support of the ASTN team to be exceptional. I highly encourage anyone with the opportunity to apply for the pre-accelerator programs to take advantage of it. But also join the ASTN network, because Australia’s sportstech community is one that is very willing to help others,” said Thomson.

Opportunities to expand and broaden community impact and reach

There are numerous other opportunities for Pitch It Up on the horizon, including opportunities to expand into other sports, from softball to baseball and pickleball.

“There’s lots of potential for us in terms of expanding further into schools and working with PE teachers on how they can revolutionise lessons across many sports. Sport can build amazing confidence in kids. We’ve seen children that have never had contact with a cricket bat before, grow to successfully hitting and catching a ball for the first time using Pitch It Up, after only a few training sessions.”

“The elation, emotion and excitement of that moment is not just for the participant but also experienced by everyone involved in coaching, volunteering and spectating. This is what Pitch It Up is all about. It’s the emotional connection element that motivates me, and the broader impact on the community to make this great game, a sport for all,” concluded Thomson.

To learn more about Pitch It Up, visit: www.pitchitup.com.au

Listen to Emma Thomson’s interview on ASTN ‘Sport’s Cutting Edge’ Podcast.