Raised in Raleigh, North Carolina, Rashad West grew up immersed in the rhythm of basketball, a family tradition shared with both his mother and father, who each played at Hampton University before him. That legacy was more than a sport; it was a language, a mindset, and a bond. The strategic intensity of the court, combined with his natural creative problem solving spirit, deeply inspired him to explore innovative ways to leverage the sport's powerful lessons. This passion eventually gave rise to BallCode, an interactive game where students program a software robot to play sports, teaching youth robotics, coding fundamentals, and data analytics through the dynamic lens of athletics.

After a global professional basketball career, Rashad stepped off the hardwood and into the future, founding Courtside Xperience Labs Inc, a sports innovation and immersive technology studio, and later launching SportsTechWest, a blog that amplifies his stories and breakthroughs at the intersection of sports and emerging technology.

As his mission evolved, Rashad pioneered BTE Analytics, a system that uses AI, data science, and behavioral insights to quantify what’s often overlooked: flow state, decision making patterns, and mental readiness. These tools go beyond tracking performance. They reshape how athletes train, feel, and own their craft from the inside out.

Today, Rashad builds future ready systems that blend emerging technology, high performance culture, and intelligent insight. His work is guided by one core belief:

“Human potential is limitless when identity, intention, and intelligence align.”