Launch of Prodinity Data Pooling

29 September 2022


New venture will provide a regular flow of market insights enabling identification and quantification of non-audited sales channels


London, United Kingdom, 29th September 2022: Data-driven insights specialist, Prodinity has confirmed the launch of a new business venture, Prodinity Data Pooling, as another expansion in its ‘be data driven’ strategy.

Prodinity Data Pooling is a joint venture between Prodinity and MultiSport Research, a specialist research firm based in the UK with an international reach. With expertise in a range of sectors – from insurance, to legal, sport and consumer goods – the two joint venture founders are excited about a number of market opportunities.

Data pooling is a mechanism for clients to become more data driven. It enables participating companies to benchmark their performance against a pool of sales or industry segment data from all participating companies. This allows for a regular flow of market data in areas where market sizing may be hard to reach.

Theunis Viljoen, Prodinity’s Founder and CEO, said:

“Prodinity has a wealth of experience helping clients to extract more value out of their data and become truly data driven businesses, and I am delighted that Gary Roethenbaugh at MultiSport Research is joining this exciting extension of our core offering into data pooling and consultation. This is a natural evolution for Prodinity and we’re looking forward to making a difference for our clients.”

Gary Roethenbaugh, Founder of MultiSport Research and Head of Data Pooling at Prodinity, said:

“Prodinity Data Pooling is all about collaboration and, as a new team, we’re excited to be exploring collaborative opportunities for data insight. Whether it’s providing a regular flow of data to trade associations, supporting their membership offering, or working with companies who need to understand their market position – data pooling unlocks market insights in an ever-uncertain world.

“A regular flow of market monitoring is crucial. Rather than relying on ‘gut feel’, data pooling allows companies to benchmark their business and explore areas that need the most attention.”

Data pooling systems provide the only mechanism to identify non-audited sales channels, for example where Electronic Point-of-Sale (EPOS) data may be unavailable. Prodinity Data Pooling acts as a trusted third-party broker and system manager. Participating companies own the data within the system and determine the structure of the system and its future direction. Information is exclusive to each participating company and is managed by Prodinity Data Pooling on a secure platform.

For more information about Prodinity Data Pooling please visit:



Notes to Editors

About Prodinity

Prodinity is a leading insight solution provider. We strive to be a trusted brand known for providing exceptional insight solutions. We continue to expand our competencies and solutions for new industries. We maintain a partner network focused on long-term business relations and development.

The name Prodinity is derived from the Latin word for wisdom ‘prudentia’ and the Norse god of wisdom ‘Odin’ and encapsulates the company’s ability to create insight for our clients. Our logo signifies pulling data points together from various areas, sources and systems and transforming it into a structured insight solution with the aim to create value.

Find out more:

About MultiSport Research

MultiSport Research provides market research, information and analysis services for the global endurance sport industry.

Founded by Gary Roethenbaugh, in 2010, the company’s services span industry information, research and dedicated consulting services. Over the past 12 years it has specialised in market sizing, as well as in-depth consumer insight projects. The team also has over 20 years’ of experience in data pooling systems. This experience spans a broad range of industries, from fast moving consumer goods to consumer durables.

PR Contacts

Helen Wright
Lysander PR
+44 7842 729 579

Steve Colton
Lysander PR
+44 7554 889 056

Roddy Langley
Lysander PR
+44 7547 901 618

Previous newsNext news