Photo Morphing Software

"We see a lot of really cool facilities between (NCAA) Division I and NFL teams," Graff said, "and so we kind of tried to take a little more of the sports aspect that we saw at those places and integrate it a little more in that area."

Hudl's aggressive expansion is needed to keep pace with the company's ballooning client base. Hudl started at the high school level in 2008 and had 12 pilot partners. That number grew to about 350 in 2009. Then things really exploded. Last year, Hudl had 2,200 high school teams. Graff said the number "should be 4-5,000" this season in the high school ranks, plus about 25 Division I teams (twice the number Hudl had one year ago) and the NFL's New York Jets.

Graff said that growth can be attributed in part to the fact that Hudl was brought to market as a web-based subscription service, unlike some of the competition.

"We kind of started with online video from the very start with subscription model, so a lot of other companies are kind of morphing their plans into that," Graff said. "And so we’re just a little better built to support that model, at least for now."

Despite its head start with the web-based subscription model, Hudl is hardly playing the hare's role in the race against later-adapting competitors. Hudl recently completed an overhaul of its site infrastructure to enable things like faster sorting and filtering of clips and consolidated navigation menus that allow users more space for videos and data. In a post on the Hudl blog last month, user experience engineer Kyle Murphy compared revamping the site to completely rebuilding the foundation of a house.

"For the past six weeks, our product team has been building and testing a faster, stronger, and more stable foundation for Hudl," Murphy ( below, photo from hudl.com ) said. "Now it's finally ready.