Just occasionally two worlds collide.  When I read this article relating to the Professional Squash Association's (PSA) implementation of contemporary solutions to enhance the understanding of players' movement and relative fitness in conjunction with the ball's on-court trajectories it crashed head-on into my professional world of Analytics and data usage.

I love squash.  I have played regularly since taking up this wonderful sport whilst at school over 40 years ago.  It has allowed me to maintain a high degree of cardio-respiratory fitness as well as overall conditioning and a healthy, constructive competitiveness.  I play only at a humble club level but I always, always enjoy my court time.

And therein lies a horrible irony.  Ideally, I like to play twice or three times a week but in recent years my professional life has taken me away from the court, allowing me to play just once at weekends.  The rest of the time I spend envisaging, discussing and proposing contemporary data-based Analytics solutions designed to provide more insight into Retail purchasing behaviours, Online-to-Offline (O2O) customer experiences and other, myriad ways of deploying technology as an enabler to Retail business growth.  The 'competitive' element is still there but my heart and lungs aren't getting the same kind of work-out...

It's great to see the PSA embracing technology to help to better understand this fast-moving sport and the professional gladiators who make it look so easy.  But as with many things in life playing at the level of a professional is far from easy; Analytics will help to further break down movement and energy usage, helping players to be better placed on court - being in the right place at the right time.

Now there's a phrase I use time and again when discussing Retail Supply Chain optimisation.  As I said, two worlds colliding...