Phillip Cheetham - President & CTO

"The 3D Guy" Phil Cheetham has been an innovator in sport biomechanics for over 25 years. He is an Olympian and former Australian National Gymnastics Champion. Phil co-developed one of the first sports motion analysis systems while working as Head of Engineering Technology for the US Olympic Committee’s Sport Science Program in Colorado Springs in the early 1980’s. Since then he has co-developed several motion analysis systems for companies he has co-founded, including; Peak Performance Technologies Inc., Skill Technologies Inc. and most recently Advanced Motion Measurement Inc., of which he is President and CTO.

Since 2004, Phil has also been working with Dr Greg Rose and Dave Phillips at the Titleist Performance Institute in Oceanside, California as Head Biomechanist and Director of the TPI Biomechanics Advisory Board. There Phil has co-developed TPI 3D which was formerly AMM 3D. TPI 3D is a motion analysis system specifically designed to measure golf swing motion and efficiency using a respected biomechanics principle called the Kinematic Sequence. Today Greg Rose and the team at Titleist call Phil “The 3D Guy” because of his innovation in three-dimensional motion measurement.

Phil has published research articles in the biomechanics of sports, including gymnastics and golf, and was a lead researcher in the gymnastics research project at the Barcelona Olympics in 1992. In 2000 he was awarded second place in Golf Magazine’s “Golf Science” competition for his research on the “X-Factor Stretch”. Phil’s most recent publication appears in Science and Golf V; the proceedings of the 2008 World Scientific Congress of Golf and is titled “Comparison of Kinematic Sequence Parameters between Amateur and Professional Golfers”. This research validates the importance of an efficient motion sequence and good accelerations and decelerations in the downswing of golf.

Phil received a Bachelor of Electrical Engineering (Honors) degree from the University of New South Wales, Sydney, Australia in 1977 and a Master of Science degree in Physical Education (Biomechanics) from Arizona State University in 1981 and is progressing towards his PhD in Biomechanics at ASU.

Steve Cheetham has over 20 years of global sales and business development experience in the motion capture and analysis industry. He is VP of Sales and has served as a Managing Member of AMM since it was formed.

Steve has also served as Director, Treasurer and Senior Vice President of Sales for Skill Technologies, Inc., a company he co-founded. From its inception in 1987, he served as Vice President of Sales and as a Director of Peak Performance Technologies Inc.

Steve received a Bachelor of Mechanical Engineering degree from the University of New South Wales in Sydney Australia, won a scholarship with Qantas Airlines as a Cadet Pilot, and gained his private pilot’s license in 1970.

Phillip Cheetham - President & CTO

"The 3D Guy" Phil Cheetham has been an innovator in sport biomechanics for over 25 years. He is an Olympian and former Australian National Gymnastics Champion. Phil co-developed one of the first sports motion analysis systems while working as Head of Engineering Technology for the US Olympic Committee’s Sport Science Program in Colorado Springs in the early 1980’s. Since then he has co-developed several motion analysis systems for companies he has co-founded, including; Peak Performance Technologies Inc., Skill Technologies Inc. and most recently Advanced Motion Measurement Inc., of which he is President and CTO.

Since 2004, Phil has also been working with Dr Greg Rose and Dave Phillips at the Titleist Performance Institute in Oceanside, California as Head Biomechanist and Director of the TPI Biomechanics Advisory Board. There Phil has co-developed TPI 3D which was formerly AMM 3D. TPI 3D is a motion analysis system specifically designed to measure golf swing motion and efficiency using a respected biomechanics principle called the Kinematic Sequence. Today Greg Rose and the team at Titleist call Phil “The 3D Guy” because of his innovation in three-dimensional motion measurement.

Phil has published research articles in the biomechanics of sports, including gymnastics and golf, and was a lead researcher in the gymnastics research project at the Barcelona Olympics in 1992. In 2000 he was awarded second place in Golf Magazine’s “Golf Science” competition for his research on the “X-Factor Stretch”. Phil’s most recent publication appears in Science and Golf V; the proceedings of the 2008 World Scientific Congress of Golf and is titled “Comparison of Kinematic Sequence Parameters between Amateur and Professional Golfers”. This research validates the importance of an efficient motion sequence and good accelerations and decelerations in the downswing of golf.

Phil received a Bachelor of Electrical Engineering (Honors) degree from the University of New South Wales, Sydney, Australia in 1977 and a Master of Science degree in Physical Education (Biomechanics) from Arizona State University in 1981 and is progressing towards his PhD in Biomechanics at ASU.

Steve Cheetham has over 20 years of global sales and business development experience in the motion capture and analysis industry. He is VP of Sales and has served as a Managing Member of AMM since it was formed.

Steve has also served as Director, Treasurer and Senior Vice President of Sales for Skill Technologies, Inc., a company he co-founded. From its inception in 1987, he served as Vice President of Sales and as a Director of Peak Performance Technologies Inc.

Steve received a Bachelor of Mechanical Engineering degree from the University of New South Wales in Sydney Australia, won a scholarship with Qantas Airlines as a Cadet Pilot, and gained his private pilot’s license in 1970.