{"id":149900,"date":"2026-02-11T14:02:00","date_gmt":"2026-02-11T19:02:00","guid":{"rendered":"https:\/\/athletechnews.com\/?p=149900"},"modified":"2026-02-11T18:26:09","modified_gmt":"2026-02-11T23:26:09","slug":"ceo-corner-shoot-360-craig-moody-on-basketball-tech-revolution-exclusive-interview","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/ceo-corner-shoot-360-craig-moody-on-basketball-tech-revolution-exclusive-interview\/","title":{"rendered":"CEO Corner: Shoot 360\u2019s Craig Moody on Basketball\u2019s Tech Revolution"},"content":{"rendered":"
Moody founded Shoot 360 in 2012 after noticing his sons were too enticed by video games to practice basketball. <\/strong>Today, the company has over 60 locations \u2014 and its tech is used by nearly every NBA team<\/h5>\n\n\n\n
*Editor’s note: Craig Moody currently serves as Shoot 360’s president. In 2020, the company hired Terry Michaelson as CEO. <\/em><\/h6>\n\n\n\n

For Craig Moody, ball really is life. <\/p>\n\n\n\n

In 2012, Moody, a former high school and college basketball coach, created Shoot 360<\/a>, which uses motion-tracking and artificial intelligence to track players\u2019 shooting, passing and ball-handling skills. Shoot 360 also uses gamification and leaderboards so players can compete with each other in person or virtually.\u00a0<\/p>\n\n\n\n

Today, the company operates 59 locations across the U.S. and a handful in Asia, with more expansion on the way through franchising<\/a>. Shoot 360\u2019s tech is also used by 29 of 30 NBA teams, and it\u2019s inked deeper partnerships with the Warriors<\/a>, Clippers, Jazz and Nets.\u00a0<\/p>\n\n\n\n

While the youth-sports market is the brand\u2019s bread and butter, Moody also sees an opportunity to bring adults into the fold. Last year, Shoot 360 partnered with Ballislife to create a global shooting competition<\/a> featuring teams of three, open to people ages 14 and above.\u00a0<\/p>\n\n\n\n

Moody sat down with Athletech News to discuss how he got the idea to blend hoops with modern technology, what\u2019s next as the company expands, and why he believes Shoot 360 can be basketball\u2019s version of pickleball.\u00a0<\/p>\n\n\n\n

The following conversation has been lightly edited for clarity and length.<\/em><\/p>\n\n\n\n

Athletech News: Can you tell us about your background and why you decided to create Shoot 360?<\/strong><\/h4>\n\n\n\n

Craig Moody<\/strong>: I’m a former high school and college basketball coach, and I\u2019ve always had a lot of interest in developing players. As my kids started getting older, I realized the traditional grind, for basketball players, had kind of been replaced \u2014 there are just so many options that grab kids\u2019 attention. One day, my oldest son had his teammates over at our house. We had a court and it was a beautiful day outside. I said, \u201cWhy don’t you guys go outside and play?\u201d And they said, \u201cNo, we’d rather play video games.\u201d I literally looked at my wife and said, \u201cWhat if I could build a gym like a video game, where it could be immersive and fun?\u201d<\/p>\n\n\n\n

That resonated with me, so I had an idea to gamify (basketball) with content and training, and then put in an immersive experience where they\u2019re building skills that are transferred to the court, but having a blast doing it. I rented a warehouse and started building it at night.<\/p>\n\n\n\n

\"girl
credit: Shoot 360<\/figcaption><\/figure>\n\n\n\n

ATN: Shoot 360 seems like an ambitious technological undertaking. Do you have a tech background?  <\/strong><\/h4>\n\n\n\n

CM<\/strong>: No, but I have a couple of friends who did. One was in the software world and the other was an engineer. I convinced them to leave their high-paying jobs to take this on. We built out our plan, and we were literally making changes daily, building the architecture behind it as we went.<\/p>\n\n\n\n

ATN: How would you describe Shoot 360 to someone who\u2019s not familiar with the concept?<\/strong><\/h4>\n\n\n\n

CM<\/strong>: We use machine vision to track the ball, and everything players are doing. We have three core disciplines: shooting, passing and ball-handling. We track every shot and every rep in real-time, and then measure things like arc, depth, alignment, passing velocity and ball-handling precision. Players get instant feedback while they’re working out, plus data and analytics stored in their personal profiles so they can access them on the app anytime they want.\u00a0<\/p>\n\n\n\n

You can also compete with other players. You could be in Brooklyn, I could be in Portland, Oregon, and we can play with each other. You can do that with up to eight players at once, so it creates a global competition. We do that with teams and single-player.\u00a0<\/p>\n\n\n\n

ATN: You have partnerships with many NBA teams. How did those come about?\u00a0<\/strong><\/h4>\n\n\n\n

CM<\/strong>: 29 of the 30 NBA teams use our tech. It\u2019s branded under Noah Basketball, but it’s our technology inside team facilities for developing players.<\/p>\n\n\n\n

The NBA has been tremendous. The Golden State Warriors are franchisees, and we also do stuff with the Clippers, Jazz and Nets. The Warriors and Nets have a Shoot 360, while the Clippers and Jazz do co-branding, so we do camps and clinics. We\u2019re also in the Clippers\u2019 Intuit Dome as a fan experience. People can come in and play 45-second games to have a Shoot 360 experience. That\u2019s been really popular.<\/p>\n\n\n\n

ATN: Why did you start franchising Shoot 360, and what are your brick-and-mortar expansion goals?\u00a0<\/strong><\/h4>\n\n\n\n

CM: <\/strong>Basketball is such a global sport, and it\u2019s super popular in culture through music and fashion. So we saw franchising as a great opportunity for people to get involved.\u00a0<\/p>\n\n\n\n

It\u2019s now taken on a life of its own, where we’re growing internationally. There\u2019s a tremendous amount of interest in Asia \u2014 we\u2019ve sold locations in Japan, the Philippines, and Taiwan \u2014 and I think we\u2019ll soon be in Indonesia, Thailand, Korea and India.<\/p>\n\n\n\n

We also have locations open in Canada, and (former NBA Player) Zaza Pachulia is going to lead our Western Europe expansion; he already has a location in Eastern Europe at his academy. We also have opportunities in the Middle East, South America and Australia. <\/p>\n\n\n\n

\"Shoot
credit: Shoot 360<\/figcaption><\/figure>\n\n\n\n

ATN: Shoot 360 recently brought on franchising executives to grow more in the U.S. What are your goals for U.S. expansion?\u00a0<\/strong><\/h4>\n\n\n\n

CM<\/strong>: Obviously, the big cities, the big basketball hubs. We\u2019re very interested in New York, LA, Texas, Chicago and Florida. But we also see huge opportunities in smaller and mid-sized markets. We’re in Spokane, Washington, and Shreveport, Louisiana. Those communities love basketball just as much.\u00a0<\/p>\n\n\n\n

\"Shoot
credit: Shoot 360<\/figcaption><\/figure>\n\n\n\n