ABOUT AXON
Built by people who've done the job.
Axon Perform is a performance intelligence platform for elite sport. We connect every system, run the data foundation, and put AI on top of it. So your staff can ask anything, and trust the answer.
OUR STORY
Two decades in data. Years inside the team.
Axon started with a conviction. The quality of performance analytics available to a team shouldn't come down to budget, headcount, or how many data engineers you can afford to keep on staff.
Jon Foote spent more than twenty years building data and analytics platforms before turning all of it towards sport. He'd seen elite teams up close, and seen how fragmented and manual the data workflows were even at the very top of the game. So he sold his previous business and committed to fixing it.
Andy Watts joined as the practitioner side of the build. Eighteen years inside elite performance environments. He's sat in the analyst seat with limited hours to turn a match around, and he knows exactly what gets in the way.
That's what Axon is. A platform built by people who've done the job.
FOUNDED
New Zealand
Headquartered in NZ and the UK. Serving clients across the UK, Europe, South Africa, Australia, Japan, and New Zealand.
TRUSTED BY
World champions
All Blacks, Springboks, British & Irish Lions, Sydney Roosters, Leinster, Japan Rugby, Peterborough United, NZ Football, and more.
BUILT AROUND
The 5-stage framework
Clarity, Unify, Intelligence, Delivery, Evolve. A repeatable path from fragmented data to AI-ready performance intelligence.
WHY AXON
AI on your performance data, without the project.
Every organisation in elite sport is being told they need an AI strategy. Most will spend a year trying to build one and still won't trust the answers. AI connected to fragmented, unmaintained data gives fragmented, unmaintained answers. We've already done the hard part.
AI-ready from day one
Every source system connected, tested, and structured before you ask your first question. Staff are using AI on current data before the season starts, not after a twelve-month build.
Two ways to use AI on your data
Ask Axon inside HQ for quick answers on the fly. Ask Axon via MCP to connect Claude, Gemini, ChatGPT, or any AI tool directly to your warehouse. Same data, two access points.
The hard work is done
Schema, context files, and configuration that teach AI tools what ACWR means and how your game periods are defined. We build it with you. We help maintain it.
Your data never moves
Ask Axon hands your AI tool a structural map of your data. The query runs on your Snowflake warehouse. Only the result comes back. Your full dataset stays in your environment.
No reporting bottleneck
Anyone on the team can ask a question and get an answer. Analysts build the repeatable, complex workflows. Nobody waits a week for a report that took ten minutes to compile.
You own everything
Your warehouse. Your context files. Your measure definitions. Your IP. The platforms that lock your data in are the ones that won't survive the AI shift.
Power BI, Tableau, and Excel are all supported as outputs. Use whatever your team already uses.
OUR MISSION
Give every elite performance team the analytical capability once reserved for the few, without the cost, complexity, or compromise of building it themselves.
Elite organisations across four continents and multiple sports:
rugby union, rugby league, football, and cricket
run on Axon.
The platform ships in weeks, ready to use immediately.
OUR TEAM
Practitioners, engineers, and analysts.
A small team with deep experience in elite sport, software & data engineering, and the messy reality of getting performance information into the right hands.
Jon Foote
FOUNDER & CEO
Twenty years building data and analytics platforms. Sold his previous business to commit to sport. Sets the strategy and runs the company.
Daniel Matthee
SENIOR TECHNICAL ENGINEER
Runs the data foundation. Source system integrations, warehouse configuration, and the schema that makes AI answers accurate.
Andy Watts
PRODUCT LEAD
Eighteen years inside elite performance environments. Former analyst. Owns product direction so what we build solves the problems analysts actually have.
Ben Salisbury
DATA SCIENTIST
Builds the analytical models behind the platform. Soft tissue flags, opposition pattern detection, and the sport-specific logic AI tools draw on.
Kieran McKewen
SENIOR SOFTWARE ENGINEER
Builds and maintains the Axon HQ platform. Architecture, performance, and the thousand small details that make the product feel quick.
Katy McIntyre
MARKETING MANAGER
Owns brand, content, and the website. Translates what the team builds into language performance directors and analysts actually want to read.
NEXT STEP
See where your team is on the AI-readiness curve.
Twenty questions across data foundation, team capability, and AI maturity. Routes you to the right conversation, whether that's a call with Jon or a deeper look at the framework.