Emma Thomson worked for two decades as a medical scientist, and in that time, also became a ‘Cricket Mum’.

That latter title led Emma to become a sportstech entrepreneur.

After endless afternoons bowling balls at her young son for batting practice, Emma realised there was a gap in the market.

Bowling machines are commonplace for adult cricketers, and so Emma tailor-made a bowling machine to suit kids as young as Grade 3.

Pitch It Up was born, and her e-commerce business is now also flourishing with major cricket and sporting goods retailers around the country.

Emma has just created a new iteration for visually impaired cricketers, and Pitch It Up has been working closely with the special needs and para sports people.

Today, Emma tells us the origin story, the tech, the growth, and the future of Pitch It Up.

Andrew Lemon has spent the past 15 years working on the front line of healthcare as an osteopath, he is also a business and tech entrepreneur.

Eight years ago he co-founded Strength by Numbers, to finally fill a gap in the market he had been combatting for years, namely, the lack of specific strength measurements in healthcare.

Heart rate, blood pressure, weight, BMI are all measured as a matter of course. Andrew Lemon says for too long, strength has been the missing component.

Strength by Numbers has revolutionised the domestic Aussie market with their AxIT technology, and they’re about to attack the US market.

Andrew takes us behind the scenes of the science, the tech and the forward strategy.

Lining up for food, drinks and merchandise at events can cause the spectator to miss out on the action, spending time standing in a queue rather than enjoying the experience.

Tech entrepreneur David Jakic and e-business specialist Norbert Herrmann have created Liively- technology that allows the user to scan a QR code and order straight from their phone, and have their order brought directly to them.

The company has already captured the attention of big name clients, notably the NBA and Etihad Arena in the UAE.

Choosing to take Liively internationally was the move for the company, signing global clients and gaining exposure with every connection.

The company focuses on simplicity and need, onlyproducing what is required to bypass the issues that might arise with an online service.

Both Javik and Herrmann plan on expanding www.liive.ly to new ventures, creating something that's integrated and elastic within the technological landscape.

WSC Sport is the world-leading AI-generated short form sports video creator.

They create the video content distributed by the NBA, LaLiga, NASCAR, and the AFL, NRL & Cricket Australia.

Guy Port is WSC’s Asia Pacific Boss, and he describes the company's development of sports technology, and how it will continue to innovate new ways for the viewer to enjoy a personalised entertainment experience.

The company has trained their tech to more than 50 different sports, implementing the data and information available, constantly soaking up new knowledge to become more advanced.

Port, with his expertise in sports marketing, focuses on the visibility of sport to the audience in today's society, and how WSC is taking major league sport to people’s screens.

Craig O’Shannessy is the architect of the Italian Renaissance of tennis- with Jannik Sinner’s AO 2024 win the first of many.

Before leading Team Italy climb back up the mountain, O’Shannessy was head-hunted by the most successful player of all time, Novak Djokovic in 2017.

O’Shannesy worked with Novak when during the most contested time in tennis history, with Federer, Nadal and Djokovic competing for the crown.

Craig O’Shannessy is an Aussie who dared to think differently, question the status quo of tennis and use tech and innovation to take an Edwardian sport and make it Web-4.

Craig’s agent Elia Hill, from Connecting In, also joined our discussion, to share how we can all benefit from greater connection and collaboration.

Amy Crosland is the Operations Boss of ASTN, and she has just released a ‘Women in Sports Innovation’ report, showing less than 10% of Aussie sport start-ups are female-founded.

The study also shows female-founded start-ups give a 63% greater return on capital investment than male start-ups.

20-year-old sports journalist Ava Stone also joined the discussion, and said true equality will be reached when we no longer need to discuss gender at all.

Amy and Ava gave insight into how we can increase female participation, and how women and men can both appreciate their unique value.

The simplification of betting mechanisms could be the future of sports gambling.

Founder of Statstrade, Chris Zheng has adapted an existing software to take up residency in the betting and sport statistics world.

Predicting the wager for sporting matches is becoming mainstream, with anyone able to view the odds right from their phone.

Zheng took the technology, and created tools companies can use to grow their business, furthering benefits for the user.

The future of Statstrade could potentially allow people to create markets, as well as bet on existing sporting match-ups.

Creating a product of interest in the ever evolving market is the hand that every business wishes to be dealt.

Over time, the presence and persona of community-level sporting clubs continues to adapt.

Steve Pallas, founder of Sports Community, is aiming to help nurture inclusivity and support clubs around Australia.

Following the COVID-19 pandemic, clubs have struggled to stay afloat- so understanding continued and strategic growth is more important now than ever before.

Pallas’ platform, now part of the Belgravia business family, supports clubs in reaching these goals.

There has been a noticeable difference over the last 20 years, with more local cricket and football clubs supporting female teams in competition, providing that opportunity to broaden their reach.

sportscommunity.com.au works alongside clubs to help them reach their full potential for the community in its entirety.

Sport's Cutting Edge is hosted by Lachlan Wills, and produced by Ava Stone.