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PGIR rebrands to Insight Analysis


  • “Rethinking sports data to improve performance” adopted as purpose
  • Insight Analysis adopted as global brand name
  • New logo unveiled
  • Core values remain unchanged

PGIR Ltd announced that it has adopted Insight Analysis as its global brand name, it has also unveiled a new logo and has adopted “Rethinking sports data to improve performance” as its purpose. PGIR was founded by Ex-England Rugby International John Hall, and acquired by MyLife Digital (MLD) in 2016.

Mike Hughes, Director of Elite Sport says, “this rebranding, which is the final step following the acquisition of PGIR by MLD, is about positioning our team properly for the future. It reflects our desire to focus on qualities that differentiate us from our competitors. We are passionate about our mission to improve performance in sports by rethinking the way in which athlete and team data is used.”

Insight logo
Rethinking sports data to improve performance

From today, Rethinking sports data to improve performance, will serve as both Insight’s purpose and its tagline, becoming central to the brand. MyLife Digital Group (MLD) Practice CEO J Cromack says, “at Insight, rethinking sports data to improve performance has always been our mission and purpose and we are now capturing that in an explicit and concise way”.

The Insight Analysis team is highly regarded in professional rugby and other sports, as evidenced by many testimonials from leading coaches, practitioners and academics within professional sport and performance analysis and data management (PADM). Insight stands out due to their many years of delivering front-line PADM services which are practice-led, utilise the latest analysis methods, and deploy the latest technology in support of this practice. They focus on understanding the needs of professional sport teams, and meeting those needs through their practice, rather than relying solely on technical software products which constrain the art of the possible.

Keith Dewar, MLD’s Group Marketing & Product Director, says “our brand name and logo are important indicators of who we are and what we stand for. Now we have taken the opportunity to strengthen and modernise how we represent ourselves in professional sport, to our clients, our people and the communities in which we operate”.

Although we’ve changed the brand, our values of honesty, reliability and trust remain the same and continue to provide the bedrock for Insight’s work. This, combined with our people, our processes, our relationships with world-leading academics and our data science technology, makes Insight’s capabilities truly word-class”

Web: www.insight-analysis.co.uk

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