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ISM March 2017

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SQUASH POISED FOR DIGITAL COMEBACK!<br />

SQUASHPOISEDFOR<br />

DIGITALCOMEBACK!<br />

Squash, the sport that might have been under the radar lately, is<br />

preparing for a digital comeback!<br />

We wanted to<br />

make it attractive to a<br />

whole new generation<br />

of players that would<br />

normally not set foot<br />

on a squash court<br />

In association with ASB SquashCourts, Munichbased<br />

interactiveSQUASH founder Markos Kern<br />

wanted to give the game of squash an extra<br />

twist and boost it into the digital age. The idea<br />

of interactiveSQUASH was born and only a<br />

few months later the first courts are already<br />

upgrading their facilities.<br />

“We wanted to make it attractive to a whole<br />

new generation of players that would normally<br />

not set foot on a squash court,” explained Kern.<br />

The idea is simple. Sensors track the ball and<br />

players. A projection transforms the front wall<br />

into a gigantic screen and touch pad where<br />

players can choose from applications such as<br />

playful games to sophisticated training modes<br />

for all levels of players.<br />

Stepping onto the court is no different from<br />

normal - until a voice welcomes you and<br />

enables you to pick one of the 22 different<br />

games by simply touching the front wall! More<br />

games and training modules will follow soon,<br />

and the system will also allow programmers<br />

to create their own applications, whilst also<br />

making them available on an app store.<br />

The interactiveSQUASH App connects<br />

directly to the court and lets players track<br />

their statistics and compare them to players<br />

worldwide. “And this is only the beginning,”<br />

adds Kern. “Those who are about to receive<br />

their upgrade will be very happy to see what’s<br />

coming up next.”<br />

The first court in Munich has already proved<br />

to be a sensation in terms of participation,<br />

especially with new players and kids.<br />

New customers are being exposed to<br />

interactiveSQUASH every day and sales figures<br />

are more than promising.<br />

In January the number of hours played on the<br />

interactiveSQUASH court virtually doubled,<br />

with almost 75% of completely new customers<br />

picking up a racquet for the first time. A recent<br />

Groupon campaign sold vouchers for 500<br />

hours in less than a week.<br />

Monica Wiedmann, a mother of two boys<br />

aged 6 and 9, commented: “Everything<br />

always competes with smartphone gaming<br />

or TV, but now we have finally got them<br />

motivated to move.<br />

“The entertainment aspect of it is terrific. It<br />

was really hard to get my kids motivated to<br />

pick up a racquet before – but now it’s harder<br />

to get them off the court again!”<br />

Jan Weber, father of two who enjoy a game<br />

of Monster Match on the court, joked: “My<br />

son is even able to operate the court without<br />

me being there, allowing me to get some free<br />

time!”<br />

So far, the creation of interactiveSQUASH has<br />

caused quite a buzz, even outside the world<br />

of squash. The concept recently won the<br />

“BrandNew award” - for the best new product<br />

in fitness for <strong>2017</strong> – at ISPO, the renowned<br />

annual international exhibition for the sports<br />

business.<br />

Videos of the games and training modes are<br />

shared in high volume social media, leading to<br />

substantial exposure. “The sheer number of<br />

inquiries from all over the world was simply<br />

staggering for us,” said Christoph Babinsky,<br />

CEO of ASB SquashCourts, the international<br />

distributor for the new system.<br />

“The first ten systems will be installed in <strong>March</strong>,<br />

and with all the interest of players, trainers,<br />

pros, and associations, it is quite obvious that<br />

this development is exactly what the sport of<br />

squash needs.”<br />

Living squash legend Jahangir Khan, who<br />

recently announced a partnership between<br />

UNSQUASHABLE, the iconic brand which<br />

he used throughout his record-breaking<br />

career, and interactiveSQUASH, was equally<br />

enthusiastic about such a significant<br />

development for the sport.<br />

“This innovation adds an important aspect to<br />

the development of the sport,” said the record<br />

ten-time British Open champion from Pakistan.<br />

“The combination with technology opens up<br />

whole new fields for the squash business.<br />

Whether it’s the way we play and train, or how<br />

the sport is seen by media and new players, it’s<br />

very good to see initiatives like this advancing<br />

- and UNSQUASHABLE is delighted to be<br />

partnering with interactiveSQUASH during such<br />

an exciting time for the sport.”<br />

Leading UNSQUASHABLE player and brand<br />

ambassador James Willstrop also recognises<br />

that the system offers many advantages for<br />

training and statistics for professional athletes:<br />

“Daily training routines are a must for any pro,”<br />

said the former world No.1 from England.<br />

“Challenging your personal best or warming up<br />

with some target practice definitely makes it<br />

more effective and interesting. After all, it’s the<br />

fun to play that drove us all to the sport in the<br />

first place!”<br />

INTERNATIONALSQUASHMAGAZINE <strong>March</strong> <strong>2017</strong> | 27<br />

www.isportgroup.com/InternationalSquashMagazine

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