In Focus: Waymap - Navigating An Improved Fan Experience
In a venue where tens of thousands navigate turnstiles, tiers and terraces, wayfinding is no longer a nice-to-have, it’s a fundamental part of the matchday experience. This is where Waymap is making waves – using intelligent indoor navigation technology to revolutionise stadium wayfinding.
Waymap was originally developed as a navigation solution for blind and visually impaired users to explore cities, and has since evolved into a cutting edge, algorithm-based mobile app solution for everyone, providing infrastructure-free navigation indoors, outdoors and underground, without relying on external signals.
The result is a transformative tool for any stadium seeking to elevate accessibility, enhance fan flow and improve stadium navigation. Whether guiding fans to their seats, helping families find toilets and concessions, or enabling a blind fan to independently enjoy matchday like never before, Waymap’s proprietary technology sets a new standard for customer experience. It supports inclusive access, boosts operational agility and integrates seamlessly with existing apps.
With clubs looking to modernise and diversify their venues, Waymap is more than just a tech solution – it’s a statement of intent: that every fan should feel empowered, informed and welcome – from gate to goal.
We Caught Up With Waymap CEO, Celso Zuccollo, To Find Out More…
What’s the story behind Waymap?
Waymap was founded in 2017 by Dr Tom Pey, who went blind at 39 and went on to become the CEO of the Royal Society of Blind Children (RSBC). Through his conversations with the blind children supported by the RSBC, Tom realised the need for independent city-wide mobility for blind people.
Tom set out to understand whether any technologies existed that the RSBC could implement in the Transport for London (TfL) network to achieve this goal. He quickly discovered that existing technologies simply weren’t up to the task – limited by signal dependencies, high infrastructure costs and poor scalability. Thus, Waymap was born!
Why was the existing technology not fit for purpose, and what sets Waymap apart? Before Waymap, most indoor wayfinding technologies relied heavily on substantial physical infrastructure (BLE beacons, QR codes etc.) resulting in high costs, inefficient implementation and taxing physical maintenance. The technologies also relied on external signals such as GPS or internet, meaning they couldn’t effectively support underground navigation – a crucial part of the initial TfL vision for Waymap.
Lastly, all other technologies operate within isolated venues and cannot provide navigation guidance between these venues meaning the user needs multiple apps to achieve city-wide navigation.
Waymap stands out because we offer a unique, algorithm-based technology that works seamlessly through the indoor and outdoor environments, without needing external signals or special infrastructure. And importantly, because the app was designed to be accurate enough to support blind users navigating complex indoor venues, we maintain world-leading accuracy. This supports the original use case of a blind user on the tube; however, it also makes Waymap uniquely suited to complex venues like stadiums, where signal dropouts are common due to large crowds.
Waymap’s unique combination of indoor and outdoor navigation also allows for a seamless transition from the street, through a turnstile and straight to your seat.
Is Waymap only for blind and visually impaired users?
Waymap was created with blind users at its core; however, we’re built on the principle of universal design – we believe that by creating a product that works for blind users, we can create (and have created) a better product for everyone. The benefits of working indoors, outdoors and underground without relying on any signals or infrastructure make the app incredibly useful for the general population – essentially, for anyone who has ever been lost indoors or simply wants to know the most efficient route! The app offers both audio-first and visual-first navigation, so fans can either follow on-screen directions or pop their phone in their pocket and navigate with headphones.
What can Waymap do for football stadiums specifically?
At football stadiums, Waymap enables fans to navigate with confidence – from knowing exactly which gate to enter to locating the nearest food and drink options during halftime. It reduces reliance on signage and asking stewards for directions, streamlines crowd flow and provides a calmer experience for all attendees. Waymap understands the layout of your grounds at a level other mapping solutions simply don’t. It removes the guesswork, saves time and lets fans relax and enjoy the match. Whether they’re a first-timer, a season ticket holder or attending a concert, Waymap makes journeys to and through the stadiums smoother from start to finish.
Has Waymap been deployed in any stadiums so far?
In June, Waymap made history by launching at Lord’s Cricket Ground – the world’s first stadium to offer fully accessible, infrastructure-free navigation. As conversations with other global stadiums progress, the race is on to see which football club will lead the charge in inclusive matchday innovation. As a proudly UK-based company, Waymap secretly hopes the first football deployment will be on home turf.
