Ep 208: Atis Hermanis

Bootstrapped, Profitable (€2.2M) & Paying Dividends: How HackMotion Turned a Niche Golf Gadget Into a Global Hardware Business

Atis Hermanis is the co-founder of HackMotion. With a Ph.D. in electronics, sensor systems, and signal processing, Atis brings a research background to the company’s wrist-worn tech for golf swing analysis. HackMotion has bootstrapped to profitability, hitting €7.3M revenue in 2024 (160% growth) and 476% profit increase, while pioneering paying €30K in dividends to employees in H1 2025. Winners of the Baltic E-Commerce Star award, they’ve scaled globally, partnering with PGA Tour pros and focusing on amateur precision improvement—proving scrappy Baltic innovation can conquer a competitive niche.

On this episode we talk about:

HackMotion’s founding, turning golf swing pain points into wearable tech
Atis’s journey from prototype to serving PGA pros, key milestones like €7.3M revenue in 2024, and balancing B2C e-commerce with global scaling challenges.
Exploring AI’s role in swing analysis (e.g., real-time feedback), why not all use cases fit AI hype, and staying focused on client value amid tech trends.
Atis’s strategies for 160% revenue growth without VC, including employee dividends (€30K in H1 2025), efficiency in marketing, and lessons for Baltic founders on sustainable scaling.
Visions for AI-driven precision in golf, navigating hardware pitfalls, and scrappy tips for turning technical expertise into a profitable