KINEXON Sports Data Journalist Transforming The Handball Bundesliga Viewing Experience
Author: Dave Grendzynski
Data is revealing untold stories beyond the on-field action in Handball Bundesliga. And Sports Data Journalist Lara Kellermann is at the heart of it. She talks about her groundbreaking role and the impact it’s having in this innovative partnership.
As part of our goal to be a leader in sports data analytics, we strive for innovation. So when one of our exercise scientists wanted to add a new duty to her resume, even we didn’t realize the impact it would have on Handball Bundesliga and its broadcasts.
Lara Kellerman quickly adapted to her new role as sports data journalist for the 2023 – 24 season and it’s proving to be invaluable.
KINEXON's Journey to Deeper Handball Insights
Jan Pfisterer is KINEXON’s Senior Account Manager for Strategic Partnerships in Sports. He says the context behind Lara’s new role emerged when he started taking a closer look at the data the media was using.
Previously, data provided to media outlets was quite basic, mostly focusing on obvious metrics like shot speed. Recognizing the untapped potential of their data, we decided to invest more in understanding and explaining the wealth of information our player trackers capture.
Our first big move? Offering all Bundesliga teams an IMU system for training, free of cost. This not only provided teams with a valuable tool but also familiarized them with KINEXON’s data capabilities.
“So, the first idea of Lara’s role was to explain and make data visible and touchable, tangible for HBL for their social media, for the clubs to promote their data.”
From this seed of an idea, the concept of a data journalist emerged. ​“We needed someone to explain the data, make it more understandable,” Pfisterer said. ​“So, the first idea of Lara’s role was to explain and make data visible and touchable, tangible for HBL for their social media, for the clubs to promote their data.”
KINEXON’s role with LIQUI-MOLY Handball Bundesliga is diverse. Learn how this partnership is changing the way leagues promote themselves and making the sport even better!
Kellerman Tells Stories Through Data
Lara’s role is multifaceted. She uses her exercise science degree and experience as a decorated handball player to sift through the data for all matches, picking out intriguing narratives and insights.
“When analyzing a player, for example, I might focus on their scoring proficiency and then correlate it with our tracking data,” Kellermann said. ​“This allows us to provide insights such as how long a player holds the ball, the number of passes they make during the game time, and their assists.”
She may even spend time comparing a player’s current game data with past seasons or with other players.
The idea is to provide commentators with a deeper understanding of ​“why” a player may be performing a certain way. They pass the knowledge onto the viewing audience to help them.
“Raw data alone doesn’t resonate with viewers. It’s the context that makes it come alive.”
By collating data on all aspects of the game, Lara paints a comprehensive picture of a player’s or team’s performance. ​“The combination of scouting data and tracking data is truly fascinating. It blends metrics with individual player actions, offering a comprehensive view of performance on the field.”
The Possibilities Are Endless
Yet, as she emphasizes, raw data alone doesn’t resonate with viewers. It’s the context that makes it come alive. By providing references, like comparing a player’s throwing velocity to real-world standards (like how fast you might drive on the Autobahn), she helps fans grasp the significance of the numbers.
Although the immediate recipients of Lara’s insights are the commentators at DYN, the broadcaster for Handball Bundesliga, the vision is broader. DYN was chosen as a partner precisely because of their focus on data. Commentators, with Lara’s assistance, can now provide viewers with richer stories, comparisons, and deeper game analyses.
While currently, the data is solely for media use, Jan doesn’t rule out the possibility of clubs using the information in the future, especially for social media campaigns and engagement.
Sports Data Journalists Can Benefit Other Sports
It’s evident that the inclusion of a data journalist has significantly enhanced the viewer’s experience. Jan expresses pleasant surprise at the depth and richness that Lara’s insights bring to game narratives. With the Handball Bundesliga already benefiting immensely from this data-centric approach, the next step could very well be closer collaborations with clubs, ensuring everyone — from viewers to players — gets the best out of the game’s evolving stories.
Lara is proving to be an unsung hero in the world of sports data. She not only amplifies the game but also deepens our understanding and appreciation of it. ​“We need someone to translate data, to talk data and to make it more understandable and tangible for fans, for partners, for sponsors,” Pfisterer said. ​“And therefore, that role is crucial.”
The goal now will be to try to expand the role of data journalist to other sports. And with pioneers like KINEXON and professionals like Lara leading the way, the future looks even more exciting!
If you’d like to learn more about how KINEXON player tracking can help your sport or league, feel free to contact us at any time. Or you can contact Jan Pfisterer directly.
More stories
Optimizing Performance and Reducing Injuries in Professional Basketball
The landscape of professional basketball is evolving rapidly, with teams placing a greater emphasis on performance optimization and injury prevention. In a highly competitive environment like the EuroLeague, where the ultimate goal is to win games and championships, maintaining peak player performance while minimizing injuries is a fundamental challenge.
The Perfect Training Week: How KINEXON Sports Supports Smarter Coaching Decisions
Every coach knows the feeling – standing on the sidelines before a game, confident that the team is fully prepared. The training week went well, the players were engaged, and everything felt right. And when the final whistle confirms the win, the inevitable question arises:
What made this week so effective? How can we replicate it?
How Texas A&M Women’s Basketball Used Data to Prevent Knee Injuries
Knee injuries are a major concern in women’s basketball, with ACL injuries accounting for a significant portion of these issues. Managing player workload is key to injury prevention, but achieving the right balance between training and recovery is challenging. The Texas A&M Women’s Basketball team faced this dilemma and turned to a data-driven approach to optimize player health and performance.
KINEXON Tracking Technologies Earn Top Marks in FIFA EPTS Performance Tests
When it comes to tracking technology in sports, precision is everything. And once again, KINEXON has proven why it’s a leader in the field. Our cutting-edge KINEXON PERFORM GPS Elite, GPS Pro, and LPS tracking systems recently underwent FIFA’s 2024 Electronic Performance and Tracking System (EPTS) performance tests — and the results were nothing short of outstanding.
Transforming Sports in 2025: Insights from KINEXON Sports for Coaches, Fans, and Referees
As sports technology evolves, 2025 promises to be a landmark year with KINEXON Sports at the forefront. Renowned for its innovations in real-time tracking and analytics, KINEXON Sports is revolutionizing the way athletes, coaches, fans, and referees experience the game.
From delivering game-changing insights to enhancing fan engagement and officiating precision, here’s what to expect from KINEXON Sports in 2025.
How Jump Count Analytics Drive Arizona State Volleyball’s Training and Match Success
Adjusting practice schedules is a fine line for coaches to walk to maximize player performance. Arizona State’s Jake Garrity, the Assistant Head Coach of Sports Performance/​Sports Science for women’s volleyball, focuses on live jump count performance analytics to lay the foundation for when the coaching staff adjusts practice intensity.
5 Facts That (Probably) Nobody Knew About KINEXON Sports Teams
Ten years ago, KINEXON Sports embarked on a journey to revolutionize the game. What began as a bold idea in Munich’s iconic Allianz Arena has evolved into a global success story, empowering over 500 elite sports teams worldwide.
As we reflect on this incredible decade, here are five surprising facts about KINEXON Sports that showcase how far we’ve come — and where we’re headed next.
Influence of the Menstrual Cycle in Team Sports – What Sports Need Now
Professionalization also brings with it more performance, more strain, and more pressure. For female athletes, this still means an increased risk of injury. The reason: individualized training and workload management must take the hormonal cycle into account. Studies on this are accumulating, but a challenge remains.
Inside Stony Brook Athletics: The Benefits of a Multi-Sport Data Analytics Provider
Stony Brook University, known for research excellence, has upgraded its athlete performance monitoring and player safety efforts with KINEXON technology. We spoke with George Greene (Senior Associate Athletic Director of High Performance) and his team about their work to optimize training and enhance sports performance insights.
Load Management in Basketball: When Does Player Tracking Become Financially Beneficial?
Player load tracking in basketball: How does data-based injury prevention, like reducing Jumper’s Knee, become financially beneficial for clubs?
GPS Data Boosts Player Performance, Motivation and Coaches' Confidence in SD Eibar Women's Club
To better manage player load, the SD Eibar’s women’s football team switched to a data-driven strategy powered by GPS. It’s a move that their physical trainer, Ismel Mazola says, led to more confident coaching decisions and motivated his players.
How Basketball Data Helps Guide Texas A&M Women's Team to Early Conference Wins
After the holidays, many teams struggle to get back on track. But not Texas A&M Women’s Basketball. Their Strength and Conditioning coach uses data and analytics to avoid a slump and start fast in conference play.
Study Reveals the Importance of an Injury Prevention Plan in European Handball
The competitive pressures and dense schedules in professional handball make injuries common among players. The results of a 6‑year study not only highlight the need for an injury prevention plan but also suggest ways coaches can develop one.
How German Handball's S&C Coach Used Data to Cut Knee Injuries by Almost 20%
Dr. Simon Overkamp, the head of strength and conditioning for the German Handball Federation, employs a data-driven strategy that not only keeps his players rested but also reduces knee injuries. And the Olympic Games play a crucial role in his approach.
Appalachian State’s Coaches Use GPS Football Technology to Manage Player Loads in Real-Time
Live GPS football data helps keep players fresh for game day. Just ask the Director of Performance for the Appalachian State Football team, Matt Greenhalgh. He shares what he thinks are some of the most critical load management metrics in the game.