The Company

Applied Cognitive Engineering (ACE) develops software based "Brain-Gyms" under the brand IntelliGym®. These training tools significantly improve the performance of trainees in targeted tasks.

ACE's patented technology, Cognitive Simulation, is applicable to a remarkable variety of potential users, such as competitive sport players, security personnel, fighter pilots, medical staff, traders and test prep students. Wherever there is a need to cope with vast amounts of information and make rapid decisions under pressure – those who use the IntelliGym® technology will have a significant competitive advantage.

The first implementations of cognitive training by the team took place during the 80s and 90s of the previous century, in the Israeli Air Force and the US Army Aviation Center. These small scale projects, financed by DARPA and NASA, were extremely succesful, with some 30% improvement in pilots' performance in the air. Today, the company is focused in the sports market, where a lot of stats is collected and results are shown easily. Our vision that "Brain-Gyms" will become standard training tools for competitive athletes of all ages, just as physical gyms are, realizes in front of us as more and more elite basketball and hockey players adopt the program as part of their regular training regimen.


Following extensive research and development during the early 2000s, the company introduced the Basketball IntelliGym®. The product was initially sold to NCAA Division 1 teams, followed by a consumer version. The staggering results yielded nationwide media coverage including in ESPN and FOX News. These were followed in 2008 by a collaborative endeavor with USA Hockey for the co-development and co-marketing of The Hockey IntelliGym®. The Hockey IntelliGym® was first used by the US U17 and U18 National teams with unprecedented results (9 gold medals out of 12 international tournaments over a period of two years and three cohorts). Late in 2010 the commercial version of the Hockey IntelliGym® was released and since then it is adopted in a rapid pace by competitive athletes from the NHL all the way down to the Pewee level, through collegiate and juniors players. The collaboration between ACE and USA Hockey has been reviewed and supported by the BIRD Foundation (Bi-national Industrial Research and Development).

The Team

ACE has assembled a multi-disciplinary team, providing strong experience in cognitive science, as well as sports and corporate management.

Danny Dankner – CEO

Danny is a long time entrepreneur, with vast experience in various managerial roles. In 1995 he was on the founding team of Kinetica Internetting Solutions (later sold to Israel's largest ISP). He directed the Project Management activities at MobileSpear (a developer of a mobile services platform), leading projects in Singapore, Spain and Israel. Danny had a key role in the merger of G-sites and Box Interactive, leading to the creation of Scepia Internet Solutions - Israel's largest solution provider. Danny holds an MBA in Marketing & IT and LL.B, both from Tel Aviv University and an Israeli Bar Diploma. He is a certified system analyst.

Dror Livnat – President

Dror is an experienced leader in the high tech industry. Started as an engineer and algorithms developer, Dror soon progressed to leadership and executive positions.
Prior to joining ACE, Dror served ten years at Advanced Recognition Technologies, a world leader in speech and handwriting solutions for the cellular market. As Vice President for Research and Development, Dror was responsible for bringing world class products to the market. Dror was in charge of product definition, product development and quality, worldwide operations, customer support, and leadership of the team. In his last year with the company Dror led the integration of ART with ScanSoft, the world largest speech recognition company, which acquired ART.
Dror holds an M.Sc. in Computer Science and a B.S. in Industrial Engineering and Management, both Summa Cum Laude from Tel Aviv University.

Yaakov Greenshpan, Ph.D. – Research Director

A prominent scientist in human factors and cognitive psychology, with over 15 years of experience research, development and consulting in the fields of cognitive training, human-computer interaction, safety, health care systems, and multi-platform applications. Dr. Greenshpan directed the development of the first ever sport-specific brain training systems - the Basketball IntelliGym and the Hockey IntelliGym, two award-winning applications proven to be highly effective in elevating players game by tens of percents, as well as reducing number of injuries. Before that he set up and managed the Application Unit at the Research Center for Work Safety and Human Factors Engineering at the Technion. He holds a Ph.D. in Industrial Psychology and Human Factors Engineering.

Prof. Daniel Gopher – Research Supervisor

Professor of Cognitive Psychology and Human Factors Engineering at the Technion and one of the world's leading academic figures in the field of Cognitive Engineering and Cognitive Training. During a career spanning almost 40 years, Prof. Gopher has held a series of senior scientific and academic positions, among which:

  • Senior scientist and acting head of the Research Unit in the Military Personnel Division (1966-1970).
  • Senior scientist and head of Human Factors of the Israeli Air Force (1970-1979). Postdoctoral appointment at the Institute of Aviation and the Department of Psychology at the University of Illinois.
  • Currently an Associate Editor of the European Journal of Cognitive Psychology.
  • Member of the Executive Council of the International Association for the Study of Attention and Performance. Served on the Editorial Board of Acta Psychologica, the International Journal of Human-Computer Interaction and the journal Psychology.


Advisory Board

Coach Hubie Brown

Hubert Jude "Hubie" Brown is a former basketball coach and television analyst. Brown is a two-time NBA Coach of the Year and a basketball Hall of Fame inductee.
Hubie Brown started his basketball career as a player at Niagara University.
Brown's coaching career began in 1959 at St. Mary's High School in Little Falls, New York. He spent nine years at the high school level before becoming an assistant coach for one season at the College of William and Mary in 1968. The following season, Brown joined Duke University as an assistant coach. Brown coached at Duke until 1972, when he joined the NBA as an assistant coach for the Milwaukee Bucks under Larry Costello.
After two seasons in the NBA, Brown was given his first professional-level head coaching opportunity - the head coach position with the Kentucky Colonels of the ABA. Brown led the Colonels to their only ABA Championship in 1975 before the ABA-NBA merger in 1976 when the Colonels franchise folded.
Brown then rejoined the NBA as head coach of the Atlanta Hawks, where he earned the Coach of the Year honors. After leading the Hawks to a Central Division Title in the 1979-80 season, Brown joined the New York Knicks in 1982. He stayed with the Knicks until 1986.
Hubie Brown then turned to the broadcasting booth, becoming the lead basketball analyst for CBS and later for TNT. Brown continued anchoring TNT's basketball coverage through the 2001-02 season.
But during the 2002-03 season, Brown became a head coach in the NBA again, this time with the Memphis Grizzlies. A couple of years later the team underwent a complete turnaround finishing 50-32 and making the playoffs for the first time in team history. Brown was again named the NBA's Coach of the Year.
The following year Brown signed with ABC as their top NBA analyst.
In 2005, he was enshrined in the Basketball Hall of Fame as a contributor.