Playing With Pace and Precision Using Lazser Down

It’s Sunday morning after a late-night Saturday contest—another postmortem. Our staff meeting progressed to a discussion about communication—or, more aptly, the lack thereof—in our prior night’s game. The lapses that can occur between the press box to the sideline, coach to coach, the sideline signals to the huddle call, checks, audibles with our players, or any combination. This is the controlled chaos that occurs every 25-40 seconds before a ball is snapped. Our meeting soon turned from the reasons for missed opportunities, to excuses, to blame, and finally…to finger pointing.

OC: “I didn’t get the correct down and distance.”

HC: “You said it was two-yards and it was under a yard.”

OC: “I would have called a different play.”

AC: “What takes us so long to get the play in?”

HC: “We had to waste a timeout…we had to take a delay of game, and it put us behind the sticks.”

OC: “Did we practice that play in that situation on our Wednesday script practice?”

DC: “Why don’t our DB’s understand stick defense?”

OC: “Do our receivers know where we have to get to on third down to move the chains?”

I coached for 30 years, on eight coaching staffs, in all three phases of the game. The one constant every Sunday after a game: spending 45+ minutes trying to find a more efficient way to streamline this process in a timely manner. Success is only possible by having everyone on the same page in comprehending situational awareness. Understanding down/distance is paramount because, combined with field zone, all communication starts here.

I knew there had to be a simple solution, and there was…Lazser Down was borne out of frustration.

There has never been a precise distance system in the history of football, and the market demands technology that is going to improve the game day experience for the full range of invested parties:

• Football coaches: Frustrated with not getting exact distances sooner to make the best call.
• Players: Confused about processing down/distance/call and anticipating the opponent’s play.
• Game officials: Burdened with communicating down/distance with crew to anticipate the type of play.
• Stadium Fans: Dissatisfied with the flow of game that is continually interrupted by measurements, especially when they know the technology is available.

Answering the Call

Like Jon Gruden, I am a card-carrying member of the FFCA (Fired Football Coaches Association). For 30 years, I engaged in coaching, recruiting, and scouting in high school, junior college, Division II, Division 1-AA, Division 1-A, and, finally, in the Arena Football League. Our family moved multiple times while living in Missouri, Kansas, California, Oklahoma, and Texas. We have experienced the highs (Conference Championships, a State Championship, a National Championship, and bowl games) as well as the lows (program discontinued and being part of a staff firing). Many more great experiences than not.

After our last coaching stop in Texas, with the Austin Wranglers of the AFL, I had the unique experience of working on the television version of Friday Night Lights (Season 1) while we waited for our house to sell (an occupational hazard). I was a ‘featured extra’ as a coach (it was harder to act as a coach than be one) for the Dillon Panthers. My acting “career” consisted of a few lines, diagramming plays on the whiteboard (“that look real”), and giving input (when asked). One of the “ah-ha” moments that I quickly recognized was the positioning of products during the taping of the show for branding and advertising purposes. Companies such as Under Armour, Gilman, Gatorade, and Schutt were all featured—as well as Dial-A-Down.

There has never been a precise distance system in the history of football, and the market demands technology that is going to improve the game day experience for the full range of invested parties, says Mike Foster. Share on X

At the end of filming and the sale of our house, we moved back to Kansas City, where my wife and I grew up. I was hired to work in the sporting goods industry by Jim Egender, who was the inventor of Dial-A-Down. I soon saw that besides selling Dial-A-Down, we had a repair business for when parts began to wear out or became damaged through normal use. It was that moment when the light bulb went on. I wanted a system that used no moving parts, could convey the distance as well as down, would be able to communicate with the scoreboard system, and would remain true to the traditions of the game. “Simple enough,” I thought! (and here we are, 17+ years later).

After three years of initial research and development on my own, I realized that I’m not an engineer. Grasping this, I walked across the street to the Blue Valley School District CAPS building. This is the Center for Advanced Professional Studies (www.bvcaps.org)—“an entrepreneurial, innovative approach to education that is designed to give high school students firsthand, real-world experience in a profession of their choice.” Over the next 2.5 years, students work with mentors (Bushnell, Garmin, etc.) to develop proofs of concept and early prototypes. They accomplished this, and we had as much of an educational experience as they did while collaborating with different teams, timelines, and project benchmarks. We were able to apply for a provisional patent in March 2013.

Now, the Lazser Down patented system provides real-time objective down and distance feedback in measurements of yard, foot, or inch. This instant information creates situational awareness, improving game day strategy and communication between coaches and players. It facilitates the on- and off-field administration of game officials. It enhances the in-stadium experience for fans by offering a more interactive involvement and minimizing the interruptions required for measurements.

Lazser Down: So Easy, My Grandkids Can Operate Our System

This is a true statement! When we were undergoing R&D in our early versions of the Lazser Down operating system, we had our two oldest granddaughters, 12 and 10 years of age at the time, as our test chain crew. In under 15 minutes they both understood how to operate the system and could troubleshoot any operational errors created for them to solve. This involved them switching units and repeating the process. Whenever I give a quick tutorial to a first-time chain crew at a game, I repeat this story to “challenge them” because it is so easy.

Lazser Down has been used in NFL, Power Four, Group of Five, and large and small high school stadiums with the same efficiency and accuracy. We have been vetted and granted an Operating Frequency and FCC ID that doesn’t interfere with other wireless equipment used in game-day operations. It requires a three-man chain crew to operate our system. Our system merely converts the amount of TIME to travel from the Down Marker to the Distance Marker and converts that to display in YARD, FOOT, or INCH with our default measuring from 99 YARD down to 6 INCH.

When we were undergoing R&D. we had our two oldest granddaughters as our test chain crew. In under 15 minutes, they both understood how to operate the system and could troubleshoot any operational errors. Share on X

The simplicity of our system is that each unit has an “on/off” button that is RED and a BLACK button that will change the Down/Distance, depending on the unit that the member is operating. Turn on both units when ready to use (using the RED buttons on the underside of the heads). They will automatically pair with each other and be ready to measure. If using two sets at practice (i.e., offensive field and defensive field) always pair up one set before second set. If using a paired set and a single Lazser Down Marker on the opposite sideline, always turn on the paired set first followed by a single unit. During game operations, after about four minutes of inactivity on either unit, a Power Save Mode takes effect. The display dims during Power Save Mode, and pressing the BLACK (measure or down advance) button will restore the unit to its previous brightness level.

The only additional skill to learn involves pressing the BLACK button, which adjusts the display’s brightness to accommodate the game environment (inside/outside/daylight/night).

After each use, restore units to a full charge with the provided wall “Smart Chargers.” While charging, the LED on the wall chargers will be RED. When the batteries are fully charged, the LED will show GREEN. Our units will operate 7-8 hours on a single charge and will be fully charged by the next morning. Our Power Save Mode is operational for 32+ hours.

Down Marker Systems and Product Differentiation

During the past 37 years, Dial-A-Down and Pro Down have carried the lion’s share of the market. Until recently, there haven’t been any advancements in the original technology. Lazser Down changed that with real-time down/distance feedback that gets digitally displayed on the field down/distance system as well as the scoreboard. This furnishes the in-stadium experience with technology that’s currently only available to the home viewing audience. Looking at the competitive analysis, the only thing that Lazser Down has in common with the current market is that we each display the down.

There are two existing electronic down-marker competitors in today’s marketplace. Within the last eight years, a digital down marker (e-Down) has been introduced to the market at a retail cost of $2,099.  This marker does not meet the standards (size of number display) used by the NFL. Fisher Athletics recently introduced a second digital down marker that sells for $1,999. Neither of these products have a distance marker component. The Lazser Down Kit is available at www.lazserdown.com for $4,195 + $100 shipping/insurance. A standalone down marker is available for $1,670 + $55 shipping/insurance.

Unlike present systems, the patented Lazser Down technology provides instant, precise, and objective information on a superior digital display that’s more durable and safer for participants. Our LD Down Marker, which weighs five pounds, and our LD Distance Marker, coming in at nine pounds, are lighter than the 10-pound units currently used by programs across the country. We utilize Closed Cell Foam used in the automotive industry (bumpers, dashboards, armrest, etc.) to cover 60% of the surface area. Rounded corners with slim profiles reduce chance of injury to players, coaches, and officials. The batteries and electronic components are encased in protective foam to safeguard participants and the operational reliability of units. Our design doesn’t feature any moving parts that could fragment. They also take advantage of polycarbonate housing—the same material used in NFL helmets—that will not splinter and a two-piece aluminum pole padded with high density waterproof foam.

Lazser Down’s patented system provides real-time, objective down and distance feedback in measurements of yard, foot, or inch says Mike Foster. Share on X

Making a Difference Every Snap

Lazser Down’s patented system provides real-time, objective down and distance feedback in measurements of yard, foot, or inch. It has proven to be a truly innovative and market-changing product that’s impossible to copy or directly compete with because of our patents.

This instant information assists:

1. Coaches and Players.
   • Improves game day strategy and communication.
   • Eliminates spotter in press box.
   • Extends 25/40 second play clock for play call and audible/checks at LOS.
   • Provides players with a vibrant visual that mirrors NFL size/style on yardage to gain/defend.
   • Allows the down/distance practice script to take on innovative emphasis with fewer personnel required.
   • Vivid display allows for quicker entry of down/distance during break-down of video.

2. Game Officials.
   • Facilitates the administration of game officials with superior visibility to on-field officials and press box personnel (game and play clock operators, replay booth, statisticians, stadium PA, television/radio announcers, national media partners, etc.).
   • Provides ease of operation and a lighter weight allows chain crews to move quickly, pacing the game properly.
   • Focuses chain crews on the game due to pressing button on each play to update digital displays, eliminating errors in down/distance.

3. Stadium Fans.
   • Enhances the in-stadium experience by offering superior visibility and a more interactive involvement.
   • Minimizes interruptions required for measurements.

Success on the Field

After our initial MVP (minimal viable product) and early prototype at Blue Valley CAPS, we plunged headfirst into an extensive network of great opportunities in the Kansas City entrepreneurial community. We quickly progressed with Whiteboard 2 Boardroom Bi-State Commercialization, Small Business & Technology Development Center at UMKC, Kauffman FastTrac Tech Venture, Digital Sandbox, SparkLabKC, Enterprise Center (Johnson County) Growth Mentoring Service, and finally ScaleUp! Kansas City. Keeping everything local, our go-to-market Lazser Down system is engineered and manufactured by BV Systems, a Kansas City area firm.

Through this tremendous portal of mentorships, we were able to secure our patents, trademarks, and taglines while simultaneously developing our business plan with a clear vision for bringing our product to market. Starting in 2017, networking with my former peers in the world of football, we secured Notre Dame, Tulane University, University of Nebraska, and Central Catholic HS in Bloomington, IL. Each agreed to become clients in our pilot program. They evaluated us in practice and scrimmages during two Spring Ball sessions and one Fall Season, providing feedback as we fine-tuned our R&D bringing Lazser Down to market in late 2018.

Over the past six years, we have been on over 300 televised games, including the Alliance American Football, the XFL, USFL, UFL, East-West Shrine Bowl, Senior Bowl, 9 NCAA National Championships, 11 NCAA Bowl Games, multiple Power 4 and Group of 5 Conference Games, 28 All-Star Games, 14 TAPPS State Championship Games (two years) at Waco ISD in 2022-2023, 72 UIL State Championship Games (six years) at AT&T Stadium—home of the Dallas Cowboys, as well as countless high school games. We find that customer word of mouth drives most of our sales:

• “It’s one of the best pieces of equipment you can have in your arsenal. It will help you in multiple aspects of practice and games and takes the guesswork out of down and distance. You will not be disappointed.” – Bryan Harrod, Head Equipment Manager – Arizona State University
• “After 40 years as a football coach, finally a product that helps me and my defensive coordinator be more efficient with our play-calling.” – Mark Thomas, 4x State Champion Head Coach and Missouri Hall of Fame Coach – Odessa, Missouri
• “The best thing about Lazser Down is looking across the field during the game and knowing the exact down and distance. It helps speed up our play-calling.” – Greg Jones, Defensive Coordinator – University Central Missouri
• “As an up-tempo team, having an exact down and distance quickly allowed us to be more efficient in our play-calling.” – James Creed, Head Coach/AD – Nashoba Valley Tech – Westford MA
• “Lazser Down has become critical in our practice preparation. By knowing situational football in practice our players are much better prepared to win on Saturday.” – Donn Landholm, Special Assistant to Head Coach Willie Fritz – University of Houston

Most recently, we were on the sideline during the Summer of ’23 by the Seahawks, Rams, and Cowboys in OTAs, Mini-Camps, and Training Camps with the endgame of providing feedback to the NFL, at its request. The teams all provided valuable insight and, most importantly, have all verified the value of real-time data. We have a customer footprint in 32 states across the USA, plus the District of Columbia.

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