Synergy Sports Technology is an American company specializing in basketball analytics designed for scouting, player development, and entertainment purposes.

[1] Synergy's analysts and automated camera tracking systems monitor and catalog player actions in 75,000 basketball games a year.

The company then analyzes the data, producing analyses across indicators including play types, player behaviors and game situations.

[6] Barr then sought to create technology to instantly produce advanced analytics that would use the company’s existing work in video logging and tagging.

Barr and Lahr developed the breakthrough application software and streaming media technology that allowed loggers to undertake the rapid video-data syncing and upload that laid the foundation for Synergy’s success.