Tom Marley, CEO of Played: “In 2024, it is still too hard for people to start playing sports”

How do you find the next Carlos Alcaraz, Jannik Sinner or Coco Gauff? How do you give children – and adults – easy access to sports? We believe that sports tech will increasingly be the answer, and we’re pretty sure that Tom Marley, CEO of Played, agrees.

Played is a discovery and booking platform for participation sport. Launched in the UK in 2017, with Tom at the helm, its simple aim is to connect sporting event organisers with potential customers via a simple, friction-free booking platform. For a great example of this, read how it helped Girls Golf Rocks – a national golf participation programme run by England Golf – grow by 209%.

In this interview, Tom explains the thinking behind Played, and how the sports tech industry can learn from lessons from the likes of Skyscanner and Booking.com. As is so often the way, the answer boils down to how we handle data.

Finally, Tom shares his views on the mistakes he sees sports organisations make when it comes to tech. “Building tech is more like building a car: it is dynamic, interacts with the outside world and requires ongoing maintenance and fine-tuning,” he explains.

“My advice would be don’t do it – unless you have very deep pockets and the right expertise in-house.”

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Tell us Played’s elevator pitch

In 2024, it is still too hard for people to start playing sports. Most opportunities to play are not accessible online, stopping one in five people from taking part.

Played makes it possible to discover and book opportunities to play sports in a few clicks.

What is it about sports tech that excites you? What made you get into this sector?

I think everyone is in agreement that playing sports and being active is good for the world. However, not enough is being done to get more people playing.

It has become extremely easy to go on holiday, order a cab, buy anything you want, but the process of signing up and paying for coaching sessions or a summer camp is still a pain.

By applying best practices from other sectors like e-commerce and travel, and delivering a user experience that modern consumers expect and deserve, we can unblock friction and grow participation.

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What sports does your tech apply to? And have you been surprised by its use?

Our tech applies to all participation sports. We focus on connecting kids, beginners and less active people to opportunities that suit them. These groups are just one step away from developing a positive, lifelong relationship with sports.

The range of our users has surprised us, from local coaches to international federations. [They all] leverage our platform to grow participation, either in their own activities or a range of activities in their region or sport.

Can you give an example of a complex problem in sports that you – or your company – have been involved in tackling with technology?

The main problem in our industry is a lack of digital adoption, fragmented supply and limited investment in technology, making innovation challenging.

However, there is progress. We’re actively involved in the OpenActive initiative, a community of organisations developing data standards to boost innovation in the sector.

OpenActive draws inspiration from open data initiatives like OpenTravel, which has significantly contributed to today’s digital ecosystem in travel.

OpenTravel’s standards have facilitated seamless data sharing across the travel industry, making it easier for consumers to find and book travel options through platforms like Skyscanner and Booking.com.

We envision the same level of digital experience for participation sports and are committed to making that happen. We continue to promote digital adoption across the industry, driving the change needed for a more connected and accessible sports sector.

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What do you believe is the biggest opportunity in sports tech right now?

The participant experience is the biggest opportunity in sports tech. The entire sports sector hinges on the people who play — they’re the consumers, fans and advocates. Despite their enormous lifetime value, there’s limited understanding of their needs and no clear digital pathway for them.

Growing participation among women and girls is crucial. This half of the market has been underserved for years. Innovating and delivering engaging experiences for them is not only an opportunity but a necessity for the future of sports.

When it comes to technology, what are the most common mistakes you see sports organisations make?

Trying to build bespoke software platforms that ‘do it all’; I’ve never seen it end well.

There’s often a lack of digital experience at the senior level in the sector, so it’s understandable why this happens. They think building tech is like building a house: draw up the plans, hire a builder, build it. Job done.

But building tech is more like building a car: it is dynamic, interacts with the outside world and requires ongoing maintenance and fine-tuning. It’s a never-ending project.

My advice would be don’t do it – unless you have very deep pockets and the right expertise in-house. Instead, work with specialists. Focus on solutions that integrate well together and be open to adapting your processes. The best organisations get this.