Sydney Roosters: Transforming Performance Through Unified Data
The Challenge: Fragmented Systems, Missed Opportunities
When Simon Jones took on the role of Head of Performance at the Sydney Roosters, he encountered a familiar problem. The club had an abundance of athlete data spread across various platforms, but lacked a coherent way to make sense of it all. Insights were fragmented, communication between departments was inconsistent, and player engagement with the data was variable.
Despite a highly capable performance team, the systems in place were slowing things down, delaying key decisions and adding to the admin burden. The data was there, but it wasn’t working hard enough.
The Solution: One Integrated System, Many Conversations
Working alongside Axon Perform, the Roosters introduced a centralised performance dashboard, custom-built to align with the club’s internal processes and needs. Designed to bring GPS, wellness, strength, and screening data into a single location, the system fundamentally changed how the team worked together.
Key outcomes included:
Quicker, clearer decision-making – One version of the truth for all performance data
Data as dialogue – Using numbers as conversation starters, not dead ends
Cross-team alignment – Clearer insights shared between physios, S&C coaches, doctors and analysts
Smarter interventions – Easier to spot trends and take early action
Streamlined tracking – Reduced testing load by dropping data that wasn’t informing change
As Simon puts it:
“We refined it this year and didn’t collect anything we didn’t use. If it’s not going to influence a conversation, we don’t track it.”
The Impact: More Clarity, More Confidence
The new system has brought greater structure, clarity, and consistency to the Roosters’ high-performance programme. It now forms the backbone of weekly meetings, provides real-time visibility across key departments, and supports more confident coaching decisions.
Better player buy-in – Senior players are more engaged and proactive
Improved education – Staff use data to inform and empower rather than dictate
Increased efficiency – Less time managing spreadsheets, more time supporting athletes
Foundations for growth – A scalable platform that’s ready for future AI and data science applications
As Simon summarises:
“Data helps strip away the noise and keep us focused on what matters. But the real value is how it drives better conversations and better outcomes for players.”