The Sang Background
Launched his career as a software developer in the early 1990s, building some of the largest enterprise systems for clients such as Ernst & Young. After a brief tenure at McKinsey & Company, he entered the world of Internet startups, contributing to Net Perceptions—which powered Amazon’s early personalized recommendations.
He later founded and led his own company, culminating in a successful acquisition.
With that chapter complete, Sang turned to his passion for golf, first introducing the Putter Wheel and then founding 4D Motion Sports, where he applies cutting-edge motion capture technology to help athletes and medical professionals improve performance and reduce injuries.
A graduate of Columbia University, Sang continues to explore innovations that bridge technology, sports, and wellness.
The Sang Story
I first picked up golf in my mid-twenties, armed with little more than a stack of magazine tips and a handful of lessons. I managed to hover around bogey golf, but despite years of practice and play, my progress seemed stuck.
One step forward, two steps back.
Fix one thing, break two others. It was maddening to put in all that time and still not see real improvement.
When my company was acquired, I suddenly had all the time in the world to play golf—but still found myself hitting the same plateau. I’d get flashes of brilliance followed by backsliding into old habits. Nothing clicked permanently. Frustration with my lack of progress fueled a deeper question:
What was I missing that kept me from sustainable breakthroughs?
That’s when it dawned on me: we measure the golf ball in countless ways, but rarely do we precisely measure what our body is doing. Your body is the engine of your swing, yet you can’t fix what you can’t measure. My background as an entrepreneur and problem-solver kicked in. I wanted a solution that would give me real-time, research-driven feedback without stripping away the feel and intuition that make golf so compelling.
I threw myself into the challenge, setting out to build a system that would capture body motion in 3D and provide instant, intuitive feedback and training. I wasn’t trying to provide a technical mechanical solution; I wanted something that would help golfers feel correct movements and ingrain better habits naturally. That pursuit led directly to the 3D Smart Shirt.
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What was the genesis for 4D Motion Sports?
I noticed that while golf is saturated with technology—everything from sophisticated new club technology to launch monitors—there was a surprising gap in measuring what the body is doing throughout the swing. The ball flight data is very important, of course, but your body is the engine that powers that outcome.
If you can’t measure the body accurately, you’re mostly guessing about what to improve and how to fix recurring issues. I wanted a system that’s fast, simple, and comprehensive—something that wouldn’t push just one narrow swing philosophy or require golfers to buy a dozen gadgets.
It needed to be wearable so you could even wear it on the course, give real-time feedback, and help players learn more efficiently. That vision drove the creation of 4D Motion Sports and ultimately the 3D Smart Shirt.
What differentiates your efforts versus competition in the same lane space?
Three things standout —
3D Instant Feedback: Hitting balls without feedback often leads to ingraining flawed motor patterns. Our 3D Smart Shirt provides immediate, precise feedback on each swing—covering common flaws, speeds, sequencing, tempo, and detailed positions throughout the swing. This ensures you’re practicing the right mechanics.
Live Avatar Biofeedback Training: This is truly revolutionary. We give you a real-time avatar that moves exactly as you do. All you need to do is move your body into the green “target” zones, and you’ll feel the correct swing positions. It’s an intuitive, “video-game-like” training tool that eliminates guessing.
Wearable on the Course: Golf is played on the course, not the range. By wearing the 3D Smart Shirt under your regular golf shirt, you can capture your actual on-course data. Then you can review, either shot-by-shot in real time or after the round. That’s where real improvement happens—where it counts most.
What does the 3D Smart Shirt do that helps golfers?
We touched on this, but in essence, the 3D Smart Shirt continuously measures your body’s movements, providing immediate, data-driven insights. It highlights harmful or suboptimal swing elements, gives you an on-screen avatar for training, and allows for both range and on-course analysis to close the gap between practice swings and actual playing conditions.
How are you marketing the product?
Historically, we’ve served coaches and academies through word of mouth and a strong reputation in the industry. With the 3D Smart Shirt, we’re expanding to the broader consumer market.
We plan to run targeted online ads, partner with social media golf influencers to review and showcase the product, and implement a referral program so our satisfied customers can spread the word to their networks.
You highlight the importance in getting data from competitive situations. How important is that dynamic ?
It’s massive.
Most golfers know the swing they have on the range can vanish once they’re under pressure on the course. With the 3D Smart Shirt, you get data on what actually happens in those high-stress moments.
You might shorten your backswing, lose posture, or rush your downswing when water is looming. With precise feedback, you can identify and address these “pressure habits,” saving you disastrous shots that can kill your spirit and your round.
Who is your customer?
Honestly, golfers of every level.
Beginners can use the 3D Smart Shirt to learn the correct positions throughout the swing using live biofeedback and then get instant feedback when they apply their learning. Mid-handicappers can address persistent flaws, and advanced players can fine-tune small details to take them from good to great or focus in on the tendencies that rarely pop up on the range, but show up at the worst possible time on the course.
Even golfers who don’t want to overhaul their swing can benefit from on-course analysis to diagnose and correct whatever crops up under pressure.
Many companies tout the importance of customer service. Define the term and the approach followed.
Customer service goes beyond just answering questions. It’s about:
Responsiveness: We work to solve any issues quickly and effectively.
Listening: Feedback from our customers shapes our product evolution.
Building for the Future: We see the 3D Smart Shirt as an investment in your game. We’ll keep innovating, updating, and improving the experience.
DNA of Innovation: Our team is committed to ongoing research and development, ensuring our customers’ investment never becomes obsolete.
If you could change one thing in golf unilaterally – what would it be and why?
I’d love to see golf become more like other pursuits where increased effort directly leads to clear progress. Too often, golfers pour in more practice without seeing proportional results.
Our mission is to eliminate guesswork, replacing it with actionable data and intuitive feedback so that effort does translate into measurable gains.
Biggest challenges facing the company – short and long term is what?
Short term — getting the word out. We’re a team of engineers and sports science experts, not traditional marketers.
Long term, the key is to keep innovating and ensuring our products remain the best in the market. If we keep helping golfers improve in a tangible way, we’ll be in a good position for sustained success.
What specific strategies are you developing / implementing in dealing with each?
To tackle awareness, we’re partnering with top instructors and golf influencers—people who genuinely believe in our product—to amplify our reach with the help of some great marketing agencies.
In the long run, our strategy is to maintain a tight feedback loop with our users, continually iterate, and deliver real value. Our focus is always on listening and innovating in ways that genuinely help golfers reach their goals.
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