Last Friday, the world came together to celebrate the opening ceremonies of the 2026 Milano Cortina Winter Olympics. A time when even the most non-athletic folks rally to celebrate human achievement, while behind the scenes, the ‘tech athletes’ of the world are quietly powering a technological revolution. Software, emerging technology, and digital systems have reshaped how athletes train, compete, are judged, and how audiences engage with the Games. For business leaders, these changes are more than sports trivia, they’re powerful case studies in how software can unlock performance, inform decisions, and redefine an industry.

Authors note: STEP Software is a proud Canadian company, and we have been fortunate to support clients globally for over 20 years. As a team we aim to be both tech and industry agnostic, in all we do and all we write, but just for this week, our blog will highlight Canadian technology and Team Canada athletes to show our support for our team in Italy.

Precision Timing and Computer Vision

Once upon a time, Olympic timing was manual or mechanical; think hand-held stopwatches and photo finish film. Today OMEGA (the official timekeeper of the Olympics since 1932) uses computer vision and high-speed imaging to capture tens of thousands of images per second; precisely timing races and validating close finishes. These systems use software to automatically interpret data, deliver real-time results, and reduce human error that could otherwise delay event outcomes or cause controversy.

For businesses, the parallel is clear: automation increases accuracy and reduces costly errors. Whether tracking shipments, timing financial trades, or analyzing customer behavior, software-enabled precision is a competitive advantage.

It’s hard to imagine sports without an instant replay. Armchair athletes everywhere can thank CBC’s Hockey Night in Canada producer George Retzlaff for the creation of this technology. Today, companies like GameStrat continue to expand and innovate on this 1955 Hockey Night in Canada game changer.

AI for Efficiency, Performance, Fair Play

Artificial intelligence (AI) isn’t just a buzzword embedded in conference keynotes; it’s actively enhancing decision-making at the Olympics:

• AI systems analyze athletes’ biomechanics and training data to create highly personalized performance insights that were previously impossible to access.
• Explainable AI tools like FST.ai 2.0 are being developed for sports like Taekwondo to assist referee decision-making and reduce subjective errors.
• The IOC (International Olympic Committee) adopted an Olympic Agenda which included the AI working group in 2023. The Paris 2024 Olympics was the first games where AI was used to improve operational efficiency and games sustainability.

The takeaway for business leaders? AI isn’t just for automation — it’s for deeper insights and better decisions. Organizations that invest in explainable, strategic AI gain an edge, whether in customer analytics, operations, or risk management. But, success must ensure the risks are mitigated through effective AI governance and oversight.

SPORTLOGiQ, a Montreal based company, co-founded by Canadian Olympian Craig Buntin, is an AI powered sports analytics company using computer vision and machine learning to improve team performance.

Software for Training, Strategy, and Analytics

Video analysis tools like Dartfish and Nacsport have been used by Olympic and elite teams for years to break down movement, tagging key events and training data to inform improvement plans. Dartfish technology, for example, was used by hundreds of athletes who won medals at the 2012 Olympics. Nacsport’s video analysis software is widely adopted across European and North American teams for performance breakdowns used in tactical planning.

Just as coaches use video tools to refine athletic technique, businesses use analytics and visualization software to ‘review the tape’ of customer behavior, process bottlenecks, and performance anomalies. The lesson: data that can be seen and tracked gets improved.

Canadian Speedskater Arne Dankers, now an engineering professor at the University of Calgary, helped develop a program capable of sifting through infinite datapoints captured by an optical monitoring solution installed on a 1200km section of the Trans Mountain pipeline. The goal: help protect Canada’s pipeline.

Cloud, Broadcasting, and Fan Engagement

Big tech partners like Alibaba Cloud are bringing cloud-based AI innovation to Olympic broadcasting, powering smarter, more efficient global distribution of footage and data.

The IOC also uses software to generate real-time content and digital highlights tailored for diverse audiences, supporting languages and accessibility across cultures, and driving unprecedented levels of engagement. The Paris 2024 Olympics has an estimated 412 billion engagements with was a 290% increase over the previous games

For business leaders, the message is clear: software enables scale, personalization, and global reach. Whether delivering content, products, or services, the ability to tailor experiences in real time is no longer a ‘nice to have.’

New Tech New Risks

With great software power comes increased risk if not managed well:

• AI and data systems can collect sensitive personal and biometric data, including athletes’ health and performance metrics which raises privacy and consent issues.
• The massive digital infrastructure of events like the Olympics draws intense cybersecurity threats, from deepfakes to targeted attacks, highlighting the need for proactive defence strategies and preventative measures.
• Wealthier delegations that can afford cutting-edge tools may widen performance gaps; an issue echoed in ethical debates around fair access to technology.

For businesses, these risks mirror common tech challenges: data governance, privacy compliance, and equitable access to technology all influence whether a strategy builds trust — or erodes it.

The Business Advantage: What Leaders Can Learn

The Olympic Games show us how software transforms human endeavor:

1. Precision wins over guesswork:
   High-resolution timing and objective measures reduce uncertainty, and in business, accurate data reduces guesswork.
2. Insights beat instinct:
   AI-based recommendations now inform athlete strategies. Similarly, data-driven insights improve business forecasting, personalization, and competitive strategy.
3. Integration scales performance:
   From broadcasters to coaching suites, integrated platforms enhance collaboration. In enterprise, integrated software ecosystems connect teams, customers, and outcomes more efficiently.
4. Ethics and risk matter:
   Technology can’t be an afterthought. Privacy, fairness, and security must be integrated into design, not bolted on at the end.

The team advantage:

AI enabled recruiting platforms are helping businesses build elite teams and creating the human powered advantage. TMU (Toronto Metropolitan University) released a study last year highlighting the power of AI in sports scouting while maintaining the human element. Just another example of where business and athletics can learn from each other.

Final Thoughts

The Olympics have always been about pushing human limits. Today, they are also about pushing technology limits. We are living in a time where software shapes performance, fairness, and experience. For business leaders, thinking like an Olympic technologist, adopting the right software early, while managing ethical and security risks strategically, is how you stay ahead in a highly competitive landscape.

Just as national teams evolve, so must organizations: the companies that embrace software innovation thoughtfully will be the ones on the podium in their industries.

Good Luck Team Canada including the 5 hockey players repping London, Ontario on the ice and a special shout out to Mike Evelyn O’Higgins, a Software Engineer representing Canada on the bobsled track. While they may not work for STEP, we are all Team Canada on this one!

If you’d like help turning your digital strategy into a winning playbook, STEP Software is here to partner with you, gold medals not included, but strong results are expected.