How Noah Basketball is Perfecting Amateur and Professional Jump Shots in Real Time

The technology is impacting everyone from NBA players to varsity high school athletes.

A look at how Noah’s system breaks down the data. (Image via Noah Basketball)


Every night, basketball fans have the opportunity of being entertained by skilled athletes at the highest stage of competition: the NBA.

However, it is the work and systems these players are utilizing behind closed doors that brings fans young and old together to embrace what some dream could be them someday.

With the software Noah Basketball has brought to the table, this dream has become more realistic.

In March 2017, at the Sloan Sports Analytics Conference, Noah won the startup competition, a pivotal moment for CEO John Carter and the company.

“Our coming out party was the Sloan Sports Analytics conference at MIT. Now, a number of months later, we have gotten almost half of the NBA as customers,” said Carter.

With jump shots at an all-time high, Noah basketball is not just impacting the NBA, you can find the system in high schools and college campuses across the nation.

According to the research done by the company, the perfect shot is a 45-degree arc and the perfect depth is just past the center of the rim, 11 inches deep in the basket.

Armed with this data, the Noah system helps players develop better form through real-time feedback, allowing them to adjust as they put up a series of shots. As a result, the athlete begins to adapt based on the instant feedback, an element that is a key feature of the product.

“It is a huge piece of it, when it comes to improvement. To look at a sheet of paper and know here are the numbers, or look at a website, but how do I correct that? We all have something called muscle memory and so a player that shoots at 39-degrees for example… they have shot a lot of shots at that flat trajectory… and the only way to change that is with this instant feedback… If it says 39, 40, 41 and that player can make those adjustments until they consistently start hearing 44, 45, 45, 46. That is how you change the muscle memory,” said Carter.

According to Carter, this specific training needs to be incredibly accurate, as it affects the way players’ minds and bodies adjust and develop muscle memory.

“It is called proprioceptive training and it is giving your central nervous system feedback on something that it has never had before. There are two things that make this work and these are absolute musts…the feedback has to be accurate, trust me. What we are doing is extremely accurate. And secondly, it has to be immediate. Giving feedback in five seconds later is not good.”

Via Noah Westminster

As noted, real-time feedback is vital for a player’s muscle memory, but that’s not the only benefit the Noah system has to offer. Once players are done with their shooting session, they can access the Noah Basketball website and app to view their shooting hot-spots by percentages. Players can also see the arc, depth and left to right accuracy by the 45 and 11 scale and by a A-F scale for each shot.

The system is built for any team from high school ranks to the professionals, and comes with a few different levels of prices.

“It varies a bit depending on the level… for a high school the upfront fee for one hoop is $2,600 and then there is an ongoing data fee that is associated with that. If they do a full court it is $4,800 plus the data fee. The particular cost per hoop is the same no matter if it is a college or professional team, but the data fee is more…because they are equipping multiple hoops and they just log a lot more data,” said Carter.

Via Noah Westminster

While this is only the beginning for the company, Carter gave us the inside scoop on what some of the future goals are for the startup.

“One of the next steps for us is, we want to get it in the arenas…all of this data we have available for these NBA teams, it’s only available from their practice data. We can track shots during scrimmages, during games, we did a lot of the NBA Summer League games this past season… but our goal is to have the data available to everyone. So, once we get this in arena and people are looking at games who knows, they may be using Noah data to determine who they insert in the starting lineup in a fantasy matchup.”

Included in their next steps, is a new phase of the system that relies on facial recognition to show who took the shot. This technology recognizes players’ faces within a matter of a half a second and is currently in beta with an NBA team.

Not only is Noah Basketball affecting the jump shot of players, several NBA Scouts are using Noah Basketball to discover a bit more about a top prospect or a second-round steal.

“One thing that has happened this year, that is really neat for us, is we had multiple NBA teams using Noah to evaluate college prospects during the pre-draft workouts to see what kind of right/left control does this player really have,” said Carter.


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