Software for sport, engineered for affordability at scale.
Ascension Media Group Inc. is a software company based in Hamilton, Ontario. We build coaching, film and communication platforms for the organizations that run competitive sport, and we design them around what those organizations can sustainably pay.
The company started with a single team. The first version of what became ALL24 was built to solve a coaching problem directly in front of us, with no intention of selling anything. Building it made something else clear: once the platform existed, the cost of operating it for another team was small. Serving a great many programs was largely a question of deciding to.
That is the observation the company is built on. Film, analysis and team management software has become genuinely good, and also expensive enough that a large share of the organizations using it cannot easily justify the cost. Those organizations are not marginal. They are the schools, clubs, associations and leagues where most of the sport is actually played.
We treated that as a design problem: whether a platform could be built whose economics work at a price these organizations consider reasonable, without reducing the product to get there.
One platform carries every product we make. Video processing, storage, accounts, teams and messaging are built once and shared, and each is engineered so that the marginal cost of adding another team stays low. That is the whole basis of the pricing: costs that do not climb steeply with volume let us hold prices that do not climb steeply either.
The same property makes new markets practical. A different sport, or a different country, is a layer on infrastructure that already exists rather than a product built from nothing, which is why we can enter one without needing premium pricing to justify the work.
Video analysis is the next application. Marking what happened in a game automatically gives a coach a usable scouting report without a weekend of manual tagging, and the value of doing it on our cost base is that it can reach programs that this class of tool has never been priced for. That work is in development.
Pricing set against the customer, not the market. We price from what an organization can sustainably carry and design the cost base to make that work, rather than pricing to what the market will bear.
Canadian data for Canadian customers. ALL24's film and records are hosted in Canada and billing is in Canadian dollars. That is a description of where the infrastructure sits, not a marketing position.
Accurate status. Anything on this site marked live is in production and in use. Anything in development is labelled as such, including the work described above.