Elements Athletics in Calgary launches AI-powered tech to detect and report referee abuse in youth sports, aiming to protect officials and curb mistreatment.
Calgary Startup Launches AI Tech to Curb Referee Abuse
A Calgary-based tech company is using microphones and machine learning to tackle a long-standing problem in youth sports — the verbal abuse of referees.
Pioneering a New Approach
Elements Athletics has introduced a product called Mic’d Up, which equips sports referees with wireless microphones hidden inside lightweight armbands. The system records audio during games and uses artificial intelligence to analyze it for abusive language. Signage around playing fields warns participants and spectators that their words may be recorded.
How the System Works
The product relies on machine learning algorithms to sift through hours of audio and identify verbal abuse, insults, or threats directed at referees. CEO Mark Lootens says this approach was not financially feasible just a few years ago, but modern advancements have made the technology both affordable and scalable.
“Our tuned machine-learning model can scan for subtle instances of mistreatment that would otherwise go unnoticed or unreported,” Lootens explained. “We create an objective record that helps sports associations take meaningful action.”
Solving a Widespread Issue
Referee abuse in amateur sports is far from new. While past measures — from green armbands for rookie refs to body-worn cameras — have offered partial solutions, enforcement has remained difficult. Lootens says most cases go unreported because manually filing reports is time-consuming. Automation helps overcome that barrier.
“The big challenge for associations is enforcement,” he said. “Our technology provides a record of truth that makes their policies enforceable.”
Impact on Youth Officials
Co-founder Tamara Jarrett, who has also worked as a referee, highlighted the toll on young officials. Many teenagers take up refereeing for extra income, but frequent verbal mistreatment discourages them from continuing.
“They’re just not staying,” Jarrett said. “It’s not about the money. It’s about how they’re treated.”
Lootens added that the software helps collect a broader data set, allowing associations to monitor recurring patterns of abuse rather than only reacting to individual complaints.
Growing Tech Roots in Calgary
Elements Athletics has been supported by Platform Calgary, a non-profit that fosters tech innovation in the city. CEO Terry Rock says Calgary is now home to around 700 tech companies.
“We’re doing this to make Calgary a better city — more resilient, more forward-looking,” Rock said.
Aiming for Global Reach
Currently being piloted with local sports associations, Mic’d Up has global ambitions. Lootens believes the technology is scalable worldwide, noting that referee abuse isn’t unique to Canada.
“This is a global problem that every country with organized sports is facing,” he said. “We see no reason this solution can’t be global too.”
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