Advanced Motion Measurement, Inc. is the world leader in human motion analysis. Co-founded by Olympian and “The 3D Guy” Phil Cheetham, we offer software and training systems through channel partners that are used by golf instructors, athletic trainers, physical therapists, chiropractors, and other professionals to rapidly and cost effectively analyze and improve human motion. AMM integrates propri
etary software with third-party hardware to produce training systems that our customers use to capture and display three-dimensional images of people doing activities – such as walking, running, lifting an object, or hitting a golf ball. In golf, golf instructors use that image and our analysis software to analyze golf swings and show areas for improvement. The software automatically generates a full diagnostic report with training recommendations. By using the advanced biofeedback capability of our training systems, golf instructors can quickly improve the mechanics of the golf swing. The core competency of AMM is measurement and analysis of human motion across technologies. There are three main hardware modalities for the tracking of human movement: optical systems that use video or infrared cameras, electromagnetic systems that use an electromagnetic transmitter and sensors, and inertial systems. Inertial motion capture technology is a hybrid system that combines accelerometer, gyroscope, and magnetometer technologies. All three AMM systems deliver three-dimensional data in real time. We integrate our software with electromagnetic and inertial motion-tracking hardware to produce training systems that our channel partners sell to professionals and businesses dedicated to improving the physical performance of athletes, rehabilitating patients and workers. In 2008 AMM entered into a joint venture with Acushnet Company, the owner of the Titleist brand. The joint venture develops and markets golf-related products and services that combine the motion measurement and analysis software developed by AMM and the performance improvement protocols developed by Titleist Performance Institute (TPI). TPI markets and sells these products and services under the Titleist brand to individuals and businesses engaged in golf-performance, and fitness training, and sports medicine.
