The Latvian sports‑technology startup Hackmotion proves that it’s possible to build a global business without massive investments, relying solely on European Union (EU) support instruments. With a team of around 30 people, the company has developed a virtual golf coach — a wearable device with data analytics that helps players improve their technique. The virtual golf coach has already sold 70,000 units in more than 70 countries, according to the new TV program ‘Uzrāviens’.
Hackmotion’s business began with the idea of creating a virtual coach to help people stay active and develop their skills. Since the founders themselves were snowboarders, their first prototype was a sensor‑equipped suit designed to help snowboarders. However, buyers were far less enthusiastic than the creators. A virtual coach wasn’t needed in equestrian sports either.
Hackmotion founder Atis Hermanis says the breakthrough came when the team realized they needed to start with market research. Before developing the product, they conducted around 100 interviews with golf coaches, which allowed them to create a solution with real added value.
Hackmotion operates without investor capital, relying on its own revenue and, in the early stages, EU grant support. The company received €50,000 in funding from Imprimatur Capital. This fund is financed through the Investment Fund managed by the Latvian Guarantee Agency and co‑funded by EU structural funds. Hackmotion used this funding for product development and initial marketing activities while going through the cycle of identifying the right market and use cases.
Hackmotion has also used financial support available to startups to partially cover employee salary costs. The Investment and Development Agency of Latvia has renewed this program, which allows Latvian startups to receive 45% co‑financing and tax relief for the salaries of highly qualified employees. This support is co‑funded by the European Regional Development Fund.
In 2024, Hackmotion reached a turnover of €7.26 million — 2.6 times higher than in 2023. The company earned €2.15 million in profit, nearly six times more than the previous year. Strong financial results allow Hackmotion to operate without investor money, meaning all achievements — and mistakes — are entirely their own.
“We make several mistakes every day,” says A. Hermanis, adding that this is inevitable in a field with no predecessors.
Hackmotion’s product is made in Latvia in cooperation with manufacturing partner HansaMatrix. This collaboration is a strong example that high value‑added products can be successfully created locally.
Looking ahead, A. Hermanis says: “The virtual coach is universal — I’m truly convinced it will be used in every sport.”
Watch the episode of “Uzrāviens” about Hackmotion:
