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Sports + Neuroscience = Brain Games

Can two entrepreneurs turn neuroscience into moneyball?

Mental analytics may be the next frontier in sports, and any number of companies has already set out exploring new ways to conquer it. Sherwin, 32, and Muraskin, 30, are younger and joined the party later than most of them. Neither had any background in business or baseball. Sherwin, who has floppy auburn hair and a scruffy beard, is the son of a conservative Chicago rabbi. Muraskin, more boyish-looking, with dark features and prominent eyebrows, is a skilled computer programmer. When they met, in the biomedical engineering department at Columbia University, Sherwin was studying the neural composition of cellists. Muraskin stumbled into neuroscience by researching Alzheimer’s and aging, and had been analyzing the efficiency of magnetic resonance imaging (MRI).

 

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Sports + Feelings

…we’re talking about psychometrics– how to measure the ways that a player’s psyche (thoughts, feelings, opinions) relates to the most important thing imaginable for sport teams: performance.

 

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