A trail runner climbing a rocky ridge high above the clouds.

Beta partner programme · now open

Turning athlete momentum into revenue.

The behavioural intelligence platform that keeps your customers engaged, and knows when they're ready to buy.

Become a beta partner See how it works

The problem

Sports brands are flying blind.

A runner at dusk, glancing down at her sports watch mid-run.

Timing is the whole game

Your athlete just ran a personal best, and you send them the same email as everyone else. The moment they were ready to buy has already passed.

A road cyclist mid-ride on a mountain road.

Data without intelligence

Wearable, app and CRM data sit in separate systems. Nothing turns them into a live buying signal, and your view ends at checkout.

Revenue left on the table

13×

Triggered offers out-sell campaign email: 2.11% of recipients buy, against 0.16%.

Source: Klaviyo 2026 benchmarks, share of recipients who buy: automated flows vs campaigns.

Active AI moves sports brands from campaign-led selling to behaviour-led revenue.

Why now

Three forces are converging.

  1. Wearables reached critical mass.

    Athletes generate richer behavioural data than ever. Brands are sitting on it, unused for e-commerce.

    The data exists. Nobody is putting it to work for commerce.

  2. Batch marketing is broken.

    Athletes have tuned out generic campaigns. Relevance is now the price of engagement.

    The old playbook has stopped working.

  3. AI finally makes real time possible.

    Personalisation, real-time scoring and wearable APIs have only matured in the last 18 months.

    The technology just caught up with the opportunity.

The window is open now
First movers in behavioural commerce will own the category. That window closes as the market matures.

The solution

Now you know exactly when to show up.

Without Active AI

  1. Sarah runs a 10K PB. Nothing fires, and nothing changes in your system.
  2. 72 hours later your weekly batch email goes out. Same message, same offer, every athlete.
  3. She's already bought from a competitor who reached her first.

With Active AI

  1. Her PB is picked up straight away, and her momentum is peaking.
  2. The New Personal Best moment reaches your CRM: the right product, the right message, inside the 2-hour window.
  3. She buys from you, and the sale is matched to the moment that caused it.

The platform loop

Behaviour → Momentum → Moment → Revenue.

  1. Connect

    Athletes opt in and connect the watch or app they already use.

  2. Momentum

    One live score per athlete, updated with every session.

  3. Moment

    When the timing is right, the engine picks the best next action.

  4. Activate

    A push in the app, an offer in the vault, or an event in your CRM.

  5. Prove

    Your dashboard shows every moment and its lift over a control group.

The engine spots intent before it shows up in your CRM, and runs inside the revenue tools you already use.

Athlete Momentum

Momentum tells you when to sell.

Active AI turns workouts, challenges and the places athletes move through into one live score per athlete: the Behavioural Momentum Score (BMS), built from layered behavioural signals. The athlete sees their score. You get the moment.

  1. Building Engage

    Crews, challenges and routes that keep momentum climbing.

  2. Peaking Sell

    Your offer, when intent is at its highest.

  3. Stalling Hold

    Offer held back, and the coach steps in.

The nine moments

Nine moments. The right one fires at the right time.

Top moment

Epic Route Completed

2-hour window

  • Gear Replacement

    2 days

  • New Personal Best

    2 hours

  • Race Prep Window

    72 hours

  • Streak Milestone

    1 day

  • Challenge Completed

    1 hour

  • Training Load Peak

    72 hours

  • New Location Explored

    24 hours

  • Community Achievement

    24 hours

Every moment ships with its own control-group result. When an athlete stalls, nothing fires and the coach steps in instead. That's enforced in the engine, not left to policy.

The product

Your brand. Your athletes. Their momentum.

A white-label app, or our engine inside yours, that keeps athletes active, celebrates what they achieve and opens your offer at the right moment.

  • Your athletes stay engaged.

    Sessions, crews, challenges and routes keep them active between purchases.

  • You see the moments that matter.

    Momentum is tracked live. You receive the moment, never raw activity, health data or the score.

  • You reach them at the right time.

    Moments fire automatically when they're ready to buy.

The app home screen: the athlete's momentum is 52 and up 6 this week, with a plain-English reason, this week's sessions and an easy run suggested for Thursday.
The You screen: lifetime sessions, distance and time moving, momentum over the long view, and badges the athlete has earned.
What the athlete sees

How athletes engage

Crews, challenges and routes.

Sessions, crews, challenges and routes keep athletes active between purchases, and every one of them feeds their momentum.

Crews

Crews turn training into a team sport.

Athletes join local crews and play a weekly fixture against a rival crew, scored on the days each member shows up. Divisions promote and relegate each season, so showing up for the crew matters.

  1. Weekly fixtures and a season ladder.
  2. Quiet weeks never count as a zero, so nobody is shamed.
  3. Promotion milestones for every active member.

Athlete-first Crews see other crews' averages, never their members, their size or their scores.

The Crews screen: Thursday Club is just ahead of Ridge Runners in this week's fixture, with the days each member has shown up and moments to boost.
A Division 3 table of six local crews, with promotion and relegation places and this week's fixtures scored per member.

Challenges

Challenges land near the athlete, not in their inbox.

Your branded challenge appears on the map a few kilometres from the athlete, pitched at their level. Finishing fires the Challenge Completed moment and drops your reward into their vault.

  1. Sponsored distance, summit and streak challenges.
  2. Leaderboards scoped to the athlete's area and pace.
  3. A finisher badge, a crew notification and a product reveal.

Athlete-first There is no global table, and nobody is shown below anyone they know.

The Near You Today map, showing bronze markers, silver routes and a gold marker close to the athlete, and three markers collected on a morning run.
The 100K November challenge leaderboard, showing only the runners around the athlete's own pace in their area.
A Summit Reached screen for a sponsored 10K challenge: the badge is the athlete's for good, with options to tell their crew or share.

Routes & markers

Routes and markers make every run a moment.

Bronze markers are collected automatically from a run recorded in the app or synced from Garmin. Silver routes are run in order. Gold markers sit outside your door: the athlete taps to claim, in person, while stock lasts.

2 HR offer window after a route is completed

  1. Completing a route opens a timed offer at your store.
  2. Gold markers drive verified footfall to a flagship.
  3. One location read per tap. Nothing tracks in the background.

Athlete-first Ignore an offer and it expires quietly. It won't come back later, and nothing chases the athlete.

The Near You map of silver routes and markers, with a route in progress and markers claimed automatically from a synced run.
A Silver Route Complete screen for Mill Race, with route points earned and a timed offer from an example brand the athlete can open or ignore.
A gold marker at an example brand's store, limited to forty this week, with a button to claim it in person.

Partner dashboard

You see what worked, and you can prove it.

Partner portal · Fell & Field (example brand)

Illustrative
Moments fired
1,204
Lift vs control
+2.4 pts
Revenue lift
£48.2K
Peaking this week
312

Your athletes this week

  • Building 52%
  • Peaking 11%
  • Stalling 37%

  • Every moment, in real time

    Every moment and window, and each sale matched to its moment.

  • Lift you can prove

    Each moment is measured against a control group that didn't get it.

  • Which moments work

    See which moments sell your catalogue, and tune it without code.

How it plugs in

Three ways in. Start where you are.

01 · Branded app

Our app, your brand

A white-label athlete app in your colours, live on the App Store and Google Play. Moments, a reward vault and one nudge at a time. We run it, store updates included.

Best if you have no athlete app yet.

02 · API into your app

Your app, our engine

Moments delivered into the app your athletes already use, through our versioned Partner API and ready-made components: moment card, offer reveal, crew table, markers map.

Best if you already have an app.

03 · API into your CRM

Straight to your CRM

Moments land in the CRM you already use as a ready-to-send event. Your templates, your offer.

Best if your list is your channel.

You receive the moment, never raw activity, health data or the score.

API + CRM integration

We find the moment. Your CRM sends the message.

  1. Athletes connect

    They opt in and connect their watch or app, on the web or in your app.

  2. Active AI finds the moment

    Momentum is updated live, and holds are checked on every event.

  3. Webhook to your CRM

    The moment lands as a real-time event on the athlete's CRM profile.

  4. Your journey runs

    Your team owns the channel, copy and offer. Orders post back to us.

You send us

  • Athlete ID mapped to your CRM ID
  • Consent and opt-out status
  • Order events, so we can measure the result

We send you

  • Moments as real-time webhooks
  • Pause flags: a do-not-send window, no reason given
  • Conversion by moment against a control group
POST · your CRM webhook
{
  "event": "moment.fired",
  "crm_id": "48213",
  "moment": "epic_route_completed",
  "window_hours": 2
}

Illustrative payload. No score or band is ever sent.

The team

The people who built this, and who will scale it.

  • Holly Woodford

    Holly Woodford

    CEO & Founder

    Three decades at the intersection of sport, behaviour change and technology. Executive director roles at England Hockey and Sport England; co-founder of Her Spirit and GoPlayGo.

  • Øyvind Løkling

    Øyvind Løkling

    CTO

    25+ years in data and AI engineering. Architected real-time pipelines handling 800M+ events a day at Schibsted. Specialist in agentic AI, stream processing and large-scale data infrastructure.

  • Mel Berry

    Mel Berry

    Chief of Brand & Partnerships

    30+ years across sport, retail and consumer engagement with Adidas, Speedo, Boots and DFS, and three Olympic Games. Co-founder of Her Spirit, seven years building digital communities.

  • Eirik Svendsen

    Eirik Svendsen

    Strategic Advisor

    25+ years scaling digital platforms across Europe. Chief Innovation Officer at Reach plc, reaching 200M monthly users. Chair at Disciple and Katapult Impact Platform.

Meet the team

Beta partnership

Be first. Shape the platform. Prove the lift.

  • White-label athlete app

    Your brand, your community, on iOS and Android.

  • Momentum on your customers

    Live momentum across your customer base, with all nine moments mapped to your catalogue.

  • Partner dashboard

    Every moment fired, its conversion and its lift over a control group.

  • Co-development

    Your use case shapes the product throughout the build.

  • Preferred commercial terms

    Early partners lock in a lower rate permanently, before standard pricing.

  • Case study and PR priority

    The first-mover story in sports-tech press, with your results as the proof point.

We're choosing a small group of beta partners. Conversations are happening now.

Your athletes are at peak. Are you ready?

We're looking for a small group of beta sports brand partners to build the future of athlete commerce with us. Preferred terms. A hand in the product. First-mover advantage.

Become a beta partner

Or email holly@weareactiveai.com