From the Ice to the Code: How a Former Hockey Pro Is Changing Sports Tech in the US

In the fast-evolving world of sports technology, few startups manage to combine deep industry knowledge with cutting-edge digital innovation. One such exception is The BrightByte, a tech consultancy and product development company founded by Vitaly Zarubin — a former hockey player turned tech entrepreneur who’s bringing modern IT solutions to traditional sports operations.

Zarubin started out as a promising young hockey player in Omsk, Russia. But a serious injury cut his professional career short before it could really begin. Instead of leaving the sport behind, he found another way to stay involved — through technology.

After studying mathematics and working as a software developer at Gazprom Neft, Zarubin joined the Avangard hockey club from Omsk as its first-ever IT director. There, he built an IT infrastructure from scratch, developed a mobile app for fans, introduced a digital ticketing system, and launched a customer loyalty program — all while helping the club relocate from Omsk to a new arena near Moscow.

It was during this time that Zarubin began exploring deeper into stadium automation. In 2022, he founded The BrightByte, initially as a small custom software team. While fulfilling client orders, the company also started developing its own platform — “Virazh”, a comprehensive CRM and stadium management system tailored for Russian clubs.

“A stadium is a business,” Zarubin explains. “It earns money by renting space, so efficiency comes down to load planning, automated processes, and quality service. That requires investment — and the cost should reflect the value.”

We took on the realization out of curiosity and love of sports. This is how one of our most popular platforms for Russian sports, Viraj, was born.

Bridging the Gap Between Tradition and Innovation

Managing stadiums digitally is still a challenge in many parts of the world. Legacy systems, manual data entry, and outdated tools are common — even in arenas hosting top-tier competitions.

The BrightByte saw a gap in the market and stepped in. “Virazh” now operates across five major sports clubs, offering real-time insights into maintenance costs, energy consumption, contractor performance, and fan engagement. Unlike imported systems, which often don’t fit local needs, Virazh was built specifically for the realities of Russian sports venues — making it one of the few homegrown success stories in post-import substitution landscape.

A Full-Stack Solution for Modern Stadiums

Modern stadiums are more than just playing fields and seating. They’re complex ecosystems with multiple subsystems:

1. Access control (turnstiles).
2. Ticketing.
3. Surveillance and security.
4. Server infrastructure.
5. Point-of-sale systems for food and merchandise.

“The BrightByte” doesn’t just integrate these systems — it optimizes them to work together, improving both fan experience and operational efficiency.

Digital Revolution at Avangard

This is not Zarubin’s first experience creating innovative tech solutions. At the Russian hockey club “Avangard”, one of the leading teams in the Continental Hockey League (CHL), he built a modern IT infrastructure practically from scratch. When he joined the team, IT was managed by just one security specialist.

Under his leadership, the club launched a mobile app for fans, introduced a digital ticketing system, and developed a full-fledged CRM platform to manage fan engagement and loyalty.

“The club needs more than just a webpage with a phone number for booking VIP boxes,” Zarubin explains. “It needs customization — from the shortest route to your seat, to tips on parking and gate entrances.”

Over three years at “Avangard”, Zarubin’s digital initiatives gained recognition across the league. The club’s mobile app won the CHL’s best fan engagement award in 2021, and many of his innovations became a reference point for other sports organizations.

Looking Ahead

Vitaly Zarubin didn’t set out to change the sports industry. But by combining his passion for hockey with deep technical skills, he created something far beyond what anyone expected.

His story is a reminder that innovation often comes from unexpected places — sometimes even from a former athlete who decided to trade skates for code.

And thanks to The BrightByte, more clubs and athletes may soon find themselves skating on smoother ice — both literally and figuratively.

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