Draft:DeCervo

In 2014, Sherwin and Muraskin founded deCervo under its first name “Neuroscout,” having won $10,000 in seed money and a spot in the new Startup Lab of Columbia University.{{cite web|url=https://magazine.columbia.edu/sites/default/files/2018-10/2014_3_Fall.pdf|title=Start Me Up: At the Columbia Startup Lab, the ideas keep on clicking|author=Rebecca Shapiro|publisher=columbia.edu|accessdate=28 February 2024}} Scientific and popular press noted the company’s similarity in name and focus to another company called “Neuroscouting.”{{cite web|url=https://www.scientificamerican.com/article/neuro-scout-gets-into-batters-heads-to-rate-hitters/|title="Neuro Scout" Gets into Batters' Heads to Rate Hitters|author=Larry Greenemeier|website=Scientific American |accessdate=18 February 2024}}{{cite news|url=https://www.wsj.com/articles/baseballs-science-experiment-1411135882|title=Baseball's science experiment|author=Brian Costa|newspaper=WSJ |publisher=Wall Street Journal|accessdate=18 February 2024}}

To avoid confusion, the company changed its name to “deCervo” in 2015. The origin of the company name is reportedly linked to a girlfriend of Sherwin at the time. Being French, she suggested du cerveau, or “from the brain”, as a company name. Sherwin and Muraskin anglicized the phrase to alliterate with “decisions,” resulting in the name “decervo”, or its more common capitalization as “deCervo”.{{cite book |last=Schonbrun |first=Zach |author-link= |date=April 17, 2018 |title=The Performance Cortex|url= |location= |publisher=Dutton Books|isbn=978-1101986332}} Keeping its original focus, deCervo’s focus remained to explore the neuroscience involved in sports and to specialize in high-speed decision-making.

In 2015, deCervo began to service its first clients in College and Major League Baseball.{{cite web|url=https://www.bostonglobe.com/sports/2015/02/18/neuroscouting-may-give-red-sox-heads-prospects-potential/EFBHR3zNdThk1NboRpNMHL/story.html|title=Red Sox neuroscouting prospects' potential|author=Alex Speier|publisher=bostonglobe.com|accessdate=28 February 2024}}{{cite web|url=https://www.si.com/edge/2015/04/21/seeing-the-benefit-mlb-vision-training-tampa-bay-raysd|title=Seeing the benefit: MLB teams focus on enhancing players' visual training|author=Stephanie Apstein|publisher=si.com|accessdate=28 February 2024}} In 2016, deCervo’s work in College and Major League Baseball expanded.{{cite web|title=How The Brain Hits, And Where We See It On-Field|publisher=Society for American Baseball Research|url=https://sabr.org/latest/2016-sabr-analytics-conference-presentations/ |accessdate=18 February 2024}} After starting deCervo, its founders published two more scientific papers that would impact future development. The first showed a more detailed spatio-temporal pattern of brain activity across simultaneous EEG and fMRI among baseball hitters.{{cite news|url=https://www.washingtonpost.com/national/health-science/scientists-examine-what-happens-in-the-brain-when-bat-tries-to-meet-ball/2016/08/29/d32e9d4e-4d14-11e6-a7d8-13d06b37f256_story.html|title=Scientists examine what happens in the brain when bat tries to meet ball|author=David Kohn|newspaper=Washington Post|accessdate=28 February 2024}} The second showed indicative structural and functional differences via magnetic resonance imaging (MRI) of baseball hitters vs. controls.{{cite web|url=https://www.espn.com/blog/sweetspot/post/_/id/68862/impact-of-sabermetrics-grows-as-new-technology-expands-whats-possible0|title=Sabermetrics' impact grows as baseball delves deeper into the numbers|author=David Schoenfield|date=15 March 2016 |publisher=ESPN|accessdate=18 February 2024}} These studies provided further direction to the early days of the company.

During 2017-2020, deCervo continued to scale its role in hitter development for Major League Baseball. By 2018, six Major League Baseball teams were working with deCervo to train their hitters via their baseball product, uHIT.{{cite web|url=https://www.fastcompany.com/40582660/when-sports-teams-track-their-players-brain-waves-who-really-wins|title=When sports teams track their players' brain waves, who really wins?|author=Zach Schonbrun|publisher=Fast Co. Create|accessdate=18 February 2024}} Their work pinpointing exact moments when these hitters decide to swing at an incoming pitch became the focus of widely distributed popular science articles{{cite news|url=https://www.nytimes.com/2018/04/13/sports/sports-science.html|author=Zach Schonbrun|title=How do athletes' brains control their movements?|work=New York Times|date=13 April 2018 |accessdate=28 February 2024}}, books{{cite book |last=Katwala |first=Amit |author-link= |date=August 11, 2016 |title=The Athletic Brain|url= |location= |publisher=Simon & Schuster|isbn=978-1471155901}}{{cite book |last=Lindbergh |first=Ben |author-link= |date=June 4, 2019 |title=The MVP Machine: How Baseball's New Nonconformists Are Using Data to Build Better Players|url= |location= |publisher=Basic Books|isbn=978-1541698949}} and documentaries{{Cite episode |episode-link= |url=https://www.youtube.com/watch?v=YI_wTlASR6I |access-date=28 February 2024 |series=Daily Planet |series-link= |first= |last= |title=Hitting A Baseball | network=Discovery Channel |station= |date= |season= |series-no= |number= |minutes= |time= |transcript= |transcript-url= |quote= |trans-quote= |via= |language=}}{{Cite episode |episode-link= |url=https://www.youtube.com/watch?v=w8nrOWKU34o |access-date=28 February 2024 |series=Bright Now |series-link= |first= |last= |title=Predicting A Pro | network=Curiosity Stream |station= |date= |season= |series-no= |number= |minutes= |time= |transcript= |transcript-url= |quote= |trans-quote= |via= |language=}}{{cite web|url=https://www.youtube.com/watch?v=YI_wTlASR6I|author=Zach Schonbrun|title=How do athletes' brains control their movements?|work=New York Times|date=15 October 2015 |accessdate=28 February 2024}}. By 2019, Major League Baseball clubs favored using uHIT mostly for Minor League Baseball hitters needing to develop their pitch recognition skills.

Starting in 2018, deCervo began its development of a tool to train the referees and linesmen of the National Hockey League.{{cite web|url=https://www.thestar.com/sports/brain-game-next-frontier-in-sports/article_7b8f1791-6928-5547-a4a3-a884498374cb.html|title=Brain game next frontier in sports|author=David Feschuk

|date=19 August 2018 |publisher=Toronto Star|accessdate=18 February 2024}}{{cite news|url=https://theathletic.com/487830/2018/09/04/how-do-you-become-an-nhl-official/|title=How Do You Become An NHL Official?|work=The New York Times |access-date=1 March 2024 |last1=Burnside |first1=Scott }} This idea originated from an interview and followup discussions with the late NBA Commissioner, David Stern.{{cite web|url=https://entrepreneurship.columbia.edu/2015/09/09/sports-the-digital-bellwether-in-conversation-with-the-digital-innovators-of-mlbam-nba-nfl-and-nhl/|title=Sports, the Digital Bellwether. David Stern In Conversation with Digital Innovators of MLBAM, NBA, NFL, NHL, and more

|date=9 September 2015

|publisher=Columbia Entrepreneurship Innovation and Design|accessdate=18 February 2024}}

Also, in these years, deCervo began its multi-year relationship with the United States Army. In 2017, it began its basic science research work for the Army to contribute to fundamental understanding of the neurobiology of expertise.{{cite web|url=https://podcasts.apple.com/us/podcast/69-making-quick-decisions-quicker-with-jason-sherwin/id1495100075?i=1000588266300

|publisher=The Convergence - An Army Mad Scientist Podcast|author=Matt Santaspirts|title=Making Quick Decisions, Quicker with Jason Sherwin|accessdate=18 February 2024}}

Like many businesses, deCervo’s operations were scaled back in 2020 due to the COVID-19 pandemic, but they remained active in softball and professional baseball, particularly with its Korean Baseball Organization client, the Hanwha Eagles.{{Cite episode |episode-link= |url=https://www.youtube.com/watch?v=vWI5HO18r5Y&feature=youtu.be |access-date=28 February 2024 |series=2020 World Series |series-link= |first= |last= |title=Hitting A Baseball | network=Fox Sports Network |station= |date=October 23, 2020 |season= |series-no= |number= |minutes= |time= |transcript= |transcript-url= |quote= |trans-quote= |via= |language=}}

As early as 2018, deCervo began to speculate publicly about the application of its decision-training techniques to law enforcement and policing. By 2021, deCervo had partnered with the New York City Police Department for insight and developed a new product to help law enforcement officers improve their decision-making.{{cite magazine|url=https://magazine.columbia.edu/article/brain-games-how-mind-performs-under-pressure|publisher=Columbia University|title=Brain Games: How the Mind Performs Under Pressure|author=Paul Hond|magazine=Columbia University Magazine |access-date=1 March 2024}} This new product, “e-TRAIN,” incorporated real bodycam footage and measures reactions police officers have in those moments.{{Cite episode |episode-link= |url=https://www.beyondthebeltway.com/2021.htm |access-date=28 February 2024 |series=Beyond The Beltway |series-link= |first= |last= |title=Beyond The Beltway, April 18, 2021| network= |station= |date=April 18, 2021 |season= |series-no= |number= |minutes= |time= |transcript= |transcript-url= |quote= |trans-quote= |via= |language=}}

After its third season training National Hockey League officials, deCervo started supplying uCALL for Officials to the officials of the East Coast Hockey League (ECHL) and American Hockey League.{{Cite episode |episode-link= |url=https://www.youtube.com/watch?v=DGSfbMw0Gho |access-date=28 February 2024 |series=2023 ECHL All-Star Game |series-link= |first= |last= |title=Interview with Jason Sherwin of uCALL for Officials | network=NHL Network |station= |date=January 17, 2023 |season= |series-no= |number= |minutes= |time= |transcript= |transcript-url= |quote= |trans-quote= |via= |language=}}

deCervo is managed by its founders, Jordan Muraskin, Ph.D. (Chief Technology Officer) and Jason Sherwin, Ph.D. (Chief Executive Officer). deCervo is privately held by a small group of investors and its founders.

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