Artificial Intelligence Takes On Sports in Russia
In Russia, a new AI‑powered analytics service is reshaping how sports facilities are managed, helping operators assess demand, monitor performance, and improve the quality of services across large urban networks.
A Unified Platform
The Russian company NtechLab, a technological partner of the State Corporation Rostec, has introduced a new analytics service designed for sports facilities. The system processes camera imagery and analyzes anonymized data to evaluate the demand for sports zones and the quality of their operations.
Integrated into a digital platform developed by the company Zold, the tool provides information about the current status of sports centers, planned and actual attendance, as well as cases where facilities are used outside their intended purpose. This enables operators to optimize schedules, adjust the availability of classes, and assess the effectiveness of each center — down to an individual training session.
According to Alexey Palamarchuk, CEO of NtechLab, AI is becoming an essential element in the sports industry. The system helps monitor service quality and form an objective picture of facility workloads — a critical task for large urban networks.
The Capital and Beyond
The new service has already been implemented across institutions of Moskomsport and now supports more than 600 sports locations in Moscow. Pilot projects in other regions are planned before the end of the year. Developers expect that the technology will make sports infrastructure more accessible, modern, and attuned to the real needs of both athletes and recreational users.
