Senseball: A minimalistic design with maximum impact

Ball control, coordination and decision making are three of the most important skills for a football player to master. Mastery of these skills separates players from the rest and allows them to thrive on the field.

Aspiring and current professional footballers need more than raw talent to succeed in the sport. Due to this, reaching the highest levels requires access to the right tools.

Senseball believes their product, a simple ball attached to a handled piece of cord, is one of the tools necessary for developing the mentioned skills.

From 2001 to 2011, Belgian coach, Michael Bruyninckx, and the University of Louvain pioneered CogiTraining, a myelination-based method.

Myelination is the brain function necessary for enhancing motor skills, including footballing ability.

The CogiTraining training method, based on cognitive learning, emphasises rhythm, repetition and decision making under pressure.

These core principles work together to optimise the myelination process, enhancing the brain’s ability to develop motor skills essential for football.

The findings from the ten years of research led to the invention of Senseball.

The idea behind the product combines cognitive science with the only football kick trainer that uses the innovative CogiTraining method.

Specifications, use and benefits

The ball is a size 3, smaller than the standard size 5 used in matches. This challenges users and accelerates the development of ball control and coordination.

Using both feet, players can expect to achieve 1,500 touches in just 15 minutes, improving their two-footed skills. Over the course of a season, players can accrue ~500,000 touches. That is a tenfold increase from the ~50,000 touches provided by traditional training and matches.  

The cord is height adjustable and has an ergonomic handle with grip pads designed for comfort. The ball itself is high quality, featuring a textured design to enhance its durability and improve player control.

Purchasing Senseball’s product grants the ability to connect to the Senseball mobile app.

The app features over 50 guided training videos, personalised drills, and progress training, allowing players to get the most out of the product.

The training videos teach methods that promote symmetrical movement to develop skills in both feet equally.

Unlike traditional training methods, such as cone or passing drills, Senseball allows players to train alone and without the requirement of a full-size pitch.

Additionally, given its compact nature, the ball is ideal for use not just on the training pitch, but also at home or on the go. Injured players can also benefit from the product as it is less straining than other training methods.

Senseball claims its benefits extend beyond the pitch, with research indicating an average 10% improvement in academic performance and enhanced concentration among young players after one year of use.

Australian football ecosystem

Senseball is used by over 500 clubs worldwide, including AC Milan, Leicester City, and FC Metz.

Elite players such as Dries Mertens, Jan Verthongen, Moussa Dembele, and Youri Tielemans have sharpened their tools using the product.

Further, Bruyninckx worked with a sample group of 200 (140 boys and 60 girls) moderately capable players in an attempt to improve their footballing ability using Senseball.

Six of the boys went on to represent Belgium at the international level, while several of the girls went on to make up half of the national women’s team.

Given the product’s status as a proven tool for improving a player’s ability on the ball, it could be a valuable asset for teams competing at the highest level in Australia.

Further, young players at the grassroots level could also benefit from the product.

RSC Anderlecht were one of the first clubs to incorporate Senseball into the training regime of its youth academy.

The results speak for themselves as the club reached the semi-finals of the UEFA Youth League in 2015/16.

Australian clubs may benefit from attempting to replicate this success with their youth academies.

Overall, the mass implementation of Senseball into training schedules has massive potential to significantly strengthen the Australian football ecosystem at all levels.

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Two NPL VIC clubs receive funding boost from State Budget

Following the announcement of the 2026 Victoria State Budget, Avondale FC and Hume City FC will both receive major backing for facility upgrades.

 

Valuable support for future projects

Avondale and Hume City now have immensely valuable financial support for infrastructure and facility upgrade projects.

Avondale will see an injection of $500,000 for lighting developments at its home ground, Avenger Park. Meanwhile, Hume City FC, will receive $250,000 to further improve its home ground, Nasiol Stadium, which opened in 2009.

Both clubs expressed their delight at the funding from the State Labor Government, and what the backing may bring to club facilities and overall development going forward.

“We are incredibly grateful to the Victorian Government and Sheena Watt for their support through this $500,000 lighting upgrade investment, which will have a lasting impact on our players, families and the wider Avondale community,” said Avondale Club President, Stephen Strano.

“We have hundreds of players across all age groups utilising these facilities each week, and these improvements will help create an even strong environment for excellence, participation, and community engagement,” outlined Hume City President, Ersan Gülüm.

As a result of these respective investments, both NPL VIC outfits appear set for incredibly opportunities to modernise, develop and strengthen their club infrastructure.

 

Lighting the path to a brighter future

The investments will see features such as lighting upgrades improve facility access for men’s and women’s teams, and LED scoreboards become part of a more modern matchday experiences going forward.

For both clubs, however, lighting upgrades are about more than keeping a pitch open late at night. Improved lighting is a means to a more accessible and supportive future in which both the men’s and women’s teams can utliise local facilities, and matchdays can take place in the excitement of playing ‘under the lights’.

And as Football Victoria CEO, Dan Birrell, highlighted, the improvements made to club facilities are benchmarks for the wider Victorian football community.

“Both Avondale and Hume City are pillars in the Victorian football landscape,” Birrell stated via press release.

“Professional level facilities like Avenger Park and Nasiol Stadium are critical for the development of Victorian football and Football Victoria welcomes the news that they will continue to improve thanks to the support of the Victorian State Government.”

 

More must follow

While the investments from the State Government come as welcome updates for these two clubs, there is still plenty more to be done to evenly develop facilities and infrastructure across Victoria’s football landscape.

Indeed, Avondale FC and Hume City FC are two fantastic community clubs who will no doubt put the funding towards impactful improvements.

But there are plenty more who still need external backing to build infrastructure not just for now, but for future seasons to come.

GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

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