One pattern keeps coming up in my conversations with early-stage SportsTech founders.
The product exists. There is a vision. Sometimes there are even a few early customers or pilots.
But one question is still surprisingly difficult to answer:
Who should we actually sell to first?
And that question is broader than it looks.
For some SportsTech companies, the answer might be clubs, leagues or federations.
For others, it could be gyms, sports retailers, brands, wellness operators, employers or hospitality businesses.
And for many consumer SportsTech products, the real opportunity may sit with athletes, fans, runners, parents, coaches or specific sports communities.
Founders often start with an assumption about their ICP. Sometimes that assumption is right. Sometimes it is simply inherited from how they originally imagined the product.
So I built something to help pressure-test it.
SportsTech Finder is a free market discovery tool for SportsTech founders.
You tell it:
what you sell
where you want to grow
who you think you sell to
And if you don’t know your ICP yet, that’s fine too. You can simply ask the tool to help identify the most plausible ones.
SportsTech Finder then researches current public market signals and returns five opportunities worth investigating, including:
why the opportunity may fit
the buyer or audience to target
a commercial or acquisition angle
the public evidence behind the recommendation
The objective isn’t to tell you that these are qualified leads.
They aren’t.
The objective is to give you a better starting point for GTM research than a blank spreadsheet, a generic list of famous sports organisations or an ICP based mostly on intuition.
It works for both B2B and B2C SportsTech.
And I’ve deliberately kept it simple:
Free. No signup. No email required.
→ Try SportsTech Finder at sportstechfinder.app
This is still an early version, so I’m particularly interested in where it gets things wrong.
If you’re building a SportsTech company, run your product through it and tell me:
Would you actually investigate any of the five opportunities it gives you?
That’s the feedback I’m looking for.
Need deeper GTM support? → gtmsports.tech