ALIVE

Social captures attention.
ALIVE captures what happens next.

Every athlete post creates a moment of attention. ALIVE gives that attention somewhere to go — a place where supporters can explore, ask questions, discover, return, and gradually become known relationships rather than anonymous impressions.

See the first activation How it works →
Foundational principle

Our core product question

How can we maximize the enterprise value of an athlete while requiring the minimum ongoing activity from the athlete?

The athlete's time and attention are scarce. The objective is therefore not to make athletes produce more content, answer more questions, or spend more time managing their audience.

Athlete creates the spark
→
ALIVE captures the audience
→
Supporters continue exploring
→
Relationship intelligence accumulates
→
Commercial opportunities can develop

The athlete does not need to personally drive every subsequent interaction.

The strategic statement

We are not trying to make athletes more active. We are trying to make every moment of athlete activity more valuable.

Social media remains the distribution engine. ALIVE becomes the layer that extends the life and value of each activation.

Instead of
Post
→
Attention
→
Disappears
The desired system
Post
→
Attention
→
ALIVE
→
Exploration
→
Relationship
→
Return
Then the next post creates another wave on top of the relationships that already exist.
Connecting to enterprise value

The long-term hypothesis

Minimum ongoing athlete activity
+
Maximum relationship intelligence
→
Greater potential value across commerce, sponsorship, partnerships, content, experiences and athlete-owned businesses

Labeled a hypothesis, not a proven result — the downstream enterprise-value outcome has not yet been measured.

Important positioning

ALIVE is not another channel requiring the athlete to work harder. It is infrastructure designed to make the athlete's existing attention, content and audience compound in value.

What it is

An AI-enabled Relationship Intelligence Layer on top of commerce

ALIVE is not intended to replace Shopify or the athlete's commerce operation. Commerce remains an important foundation — ALIVE adds a relationship and intelligence layer around it.

01

Social distribution

→
02

ALIVE

→
03

Relationship + Intent Intelligence

→
04

Commerce, sponsorship, content, partnerships, experiences

Rasmus as an early proof point

An early signal for the core thesis

Rasmus created the initial activation through a relatively small amount of athlete activity. Once supporters entered ALIVE, some continued exploring on their own — through question, content, a recommended question, further exploration, and another question — without Rasmus personally creating new content or answering every subsequent question.

The activation provides an early signal for our core thesis: an athlete can create the initial spark, while the ALIVE infrastructure continues the interaction and captures the resulting relationship intelligence. We have not yet measured whether athlete activity can be reduced or enterprise value increased — this is an early signal, not proof.
The first activation

Rasmus Petrovic — the first live ALIVE

Launched 7 August 2026, 19:10 CEST, across two entry contexts: an Instagram Story into TV Games, and an Instagram Reel via bio into Matchday. These are different entry contexts, not an A/B experiment — the Story also exposed users to the Reel.

Verified Activation #2 cohort · rasmus-niklasson-petrovic · production only, excl. test traffic · through the 8 Aug 2026 export

208
Sessions
187
Visitors
3,763
Recorded production events
304
Questions (ask_submitted)

Note: 1 personal_question_sent event was also recorded. It is a separate event type and is not merged into the 304 journey questions above.

Q1+
180
sessions
27.2%
Continued
↓
Q2+
49
sessions
44.9%
Continued
↓
Q3+
22
sessions
68.2%
Continued
↓
Q4+
15
sessions
The observed continuation rate becomes substantially higher at deeper stages of the journey — not conversion, not relationship formation, not proof of intent. Q1+/Q2+/Q3+/Q4+ are cumulative thresholds (sessions with at least 1, 2, 3, 4 ask_submitted events). ~78% (97/124) of question-to-question transitions followed a recommended next question.
Strategic position

Three distinct roles, working together

ALIVE is not simply another athlete website. It is infrastructure around the athlete's existing audience and businesses.

Social Media

Distribution

Commerce

Transaction

ALIVE

Relationship + Intelligence
Relationship Intelligence → better commerce, sponsorship, partnerships, content and athlete-owned businesses
Final positioning

We are not trying to replace social media. We are building the layer that captures what social media creates but currently loses between posts.

The first activation showed that the journey can be observed. The next generation of ALIVE is designed to make that journey identifiable, persistent and increasingly intelligent.

ALIVE

AI-enabled Relationship Intelligence for athlete-owned businesses.

Revisit the activation