In the context of constantly evolving technology and the rise of big data, businesses are able to identify new ways to use data to improve the customer experience. However, not everything works out as planned.

One such example comes from the world of tennis, where Babolat has encountered this issue.

Babolat is renowned for its expertise in producing high-performance rackets and strings. Professional players such as Jack Draper and Carlos Alcaraz use Babolat equipment.

In 2014, the brand unveiled the world's first connected tennis racket at the Las Vegas Event. This model combines the characteristics of the standard Babolat Pure Drive or Aero models — two series that are highly regarded by players — with technological intelligence.

Let's have a look at the advantages of this new data technology in sport and try to identify some key takeaways from this innovation.

Chasing Data: The Rise and Fall of the Smart Tennis Racket

In the early 2010s, interest in sports analytics began to grow. Those working in the field realised that data could be used to improve performance and develop new winning tactics.

Following four years of development, the new racket incorporates multiple sensors into its core while maintaining the same design as the original model. It contains an accelerometer, a gyroscope and a variety of other sensors.

Thanks to its internal memory, the racket can record a lot of data, such as the type of shot (forehand, backhand, etc.), the level of spin, the contact zone with the ball, and other indicators such as power and rally duration.

These statistics could be tracked through a companion app available on mobile phones with regular synchronisations along with the availability to share with others interesting parts. It was marketed as a great opportunity to improve and get metrics to progress.

Connected devices and wearable technology were also generating a lot of hype at this time. All the necessary elements were in place for players and coaches to train more effectively.

This is why the racket was sold and marketed as a breakthrough, sparking lots of discussion in tennis shops.

However, it was discontinued in 2021, as was the accompanying app. The product was unsuccessful, so Babolat decided to focus on improving existing models instead.

Disconnected Performance: Why the Smart Racket Lost Players’ Trust

Despite an ease of use of the embedded technology. Several players have reported potential accuracy issues. This has led to inconsistent data. Ultimately, this creates false information that players and coaches cannot rely on during training.

In addition, the app lacks real-time feedback. As insights from the data were only available once the practice session had finished, the app was not very useful during training. Players were unable to adjust or organise their sessions spontaneously, reducing the app's effectiveness in dynamic coaching environments.

Furthermore, the app was poorly integrated into coaching workflows — it did not allow coaches to monitor live performance or provide immediate guidance, rendering it less practical as a real-time coaching tool.

Another limitation of the Babolat Play Drive was its battery life. The sensor needed to be charged regularly, and longer sessions often risked draining the battery before valuable data could be collected.

Durability was also a concern — with the technology embedded in the handle, the racket was more susceptible to damage and wear over time. Maintenance was inconvenient too, as firmware updates and data syncing required a stable Bluetooth connection and a compatible app, which didn't always work smoothly across different devices.

These limitations have resulted in users dropping off, leading to poorer data collection and rendering the companion app irrelevant. In 2021, the Babolat brand decided to stop selling the connected racket and focus on existing products instead.

Raw Data Isn’t Enough: The Case for Actionable Insights

The story clearly shows one thing: collecting data is not enough; you have to create insights that can be made available in real time to meet consumers' expectations. Support should be provided to ease user adoption.

Returning to the tennis example, Babolat wasn’t the only company that struggled to successfully integrate technology into its products.

For example, Sony launched a similar device, the Smart Tennis Sensor, which ultimately failed to meet players' expectations in terms of user experience and long-term value. In contrast, more recent innovations have begun to reshape the digital tennis landscape.

One notable example is SwingVision, an AI-powered app that uses video and real-time data to help players and coaches analyse performance. It offers a more seamless and accessible approach to tech-enhanced training. It uses computer vision technology and machine learning to analyse footage in real time.

In summary, smart technology has an exciting future thanks to the increasing use of data in sport, but it must be seamlessly integrated without causing disruption. Babolat's connected racket may have been ahead of its time or misaligned with user needs.

Ultimately, data collected from multiple sources must be useful, not just available.