When Jeremy Bloom took the helm as CEO of X Games last year, he brought with him a mix of Olympic experience and a solid background in tech.
According to reports, Less than two months into the job, he introduced The Owl, an AI-powered judging system that made its debut at X Games Aspen.
It wasn’t just a tech demo. It worked. The system accurately predicted podium finishes in snowboarding events and delivered live multilingual commentary, all in real time.
Now, Bloom is taking that concept even further. Backed by $11 million in seed funding, he’s officially launching The Owl AI, a company built to change the way competitions are judged, especially ones like skateboarding, snowboarding, and BMX.
Skateboarding has long struggled with the subjectivity of judging. Fans argue over scores, athletes question consistency, and even experienced judges sometimes get caught in the grey area between style and execution.
The Owl AI aims to give both skaters and fans something they’ve been asking for: more clarity.
Instead of leaving everything up to a panel of human judges, The Owl tracks movements, measures execution, and delivers scoring insights in real time.
It’s not replacing judges. It’s giving them tools. And for athletes, it can offer breakdowns of their performance that help them improve without needing to rely on replay alone.
Josh Gwyther, formerly Head of AI at Google Cloud, is stepping in as CEO of The Owl AI. His role will focus on building out the platform, which includes tools for real-time scoring, coaching insights, and broadcast enhancements that go far beyond just competition results.
The AI system isn’t just about getting scores right. It’s built to make events more accessible and more engaging. During its debut in Aspen, The Owl delivered commentary in multiple languages and offered explanations of tricks that helped newer fans keep up with what was happening on screen.
This kind of support matters, especially in global events where fans come from all backgrounds and may be unfamiliar with every detail of a sport like skateboarding.
The company’s initial funding round was led by S32, the firm started by Google Ventures founder Bill Maris. With backing from Menlo Ventures and Susa Ventures, The Owl AI has the resources to expand fast. The leadership team believes the platform can move into more sports and be integrated across broadcasts, coaching programs, officiating systems, and even sports betting platforms.
Andy Harrison, CEO of S32, described The Owl AI as a blend of elite athletic understanding and advanced technology. His investment reflects the belief that clearer judging and better storytelling will help action sports grow their global reach.
The success of The Owl at X Games Aspen was just the beginning. Bloom and his team are already in talks with other leagues and event organizers, looking at how The Owl AI can be adapted for new contexts. While the initial focus has been on judged events like skateboarding and snowboarding, the potential applications stretch into any competition where interpretation and scoring are involved.
The bigger picture here is part of a wider shift happening at X Games since it was acquired from ESPN by MSP Sports Capital in 2022. Under Bloom’s leadership, the organization is undergoing a refresh that puts technology, athlete support, and global storytelling at the forefront.