Coordinate
Officiating operations, scheduled automatically. Upload a tournament and get conflict-aware assignments, sensible shifts, and a public schedule officials can search by name.
Coming soon
SONMA
Thought Lab
We make complex operations run better — and build the tools that get them there.
Sonma Thought Lab is a strategy and innovation practice. We find where work is slow, manual, or frustrating, and we fix it — designing and building the software when that's what the job needs, not just recommending it.
The tools
Live products from the lab.
Working in organized athletics — club, collegiate, and international — we kept spotting the same thing: places where operations could run leaner, and where the people doing the work deserved a better experience. So we started building. Field hockey is where we began, but the engine underneath — schedules, people, and judgment under pressure — fits any sport, event, or operation that runs the same way.
Umpire Assessment
Built with USA Field Hockey to replace a cumbersome workflow of juggling tabs in an Excel workbook. A field-ready assessment tool for umpire managers and evaluators: dual-umpire tracking, tap-to-tally zone maps on a real field to show an umpire exactly where problems cluster, private notes, and one-tap export — designed to make the evaluator's job faster and better. Adaptable to other sports.
VU Review Log
Sticking to the FIH Video Umpire briefing script is hard under pressure — especially when English isn't the official's first language, and again in US collegiate games, where being on the clock adds its own strain. So we built a guided wizard for VUs: referral tracking, auto-generated read-aloud scripts, and one-tap email export to the umpire manager or conference supervisor. Runs on phone, tablet, or laptop.
Open the tool
The approach
Three points. One line from problem to proof.
Most work stalls in the gap between a strategy and a working thing. We close it.
Frame
We map the real problem, not the symptom — the constraints, the people, and the way work actually moves, before anyone reaches for a fix.
Solve
Then we design the fix that fits. Sometimes that's software we build ourselves; sometimes it's a process change, the right vendor, or a partnership. We're loyal to the outcome, not to any one kind of solution.
Prove
And we measure it. If it doesn't move a number that matters to you, it isn't finished. Impact is the deliverable, not the report.
Where we work
Looking for someone who can help?
Twenty years across healthcare technology, financial services, pharma and medical devices, cloud and AI, and sports administration. If your problem lives at the seam between strategy and execution, that's our home ground.
