The Problem Platform Science Triggers Contact Us
Behavioural Commerce Platform

Your athletes signal intent every session.

Active.AI converts workout data, challenge engagement, and location behaviour into a live Momentum Score — then fires precision purchase triggers at the exact psychological moment intent peaks.

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// Athlete BMS · Live Signal
74
/100
Rising Intent · Trigger Eligible
Workout
Engagement
Geo Activity
↑ Race Prep Trigger Fired
// event proximity 38 days · load +28%
Behavioural Momentum Scoring
12 Smart Triggers
Self-Determination Theory
Full-Price Conversion
Flow State Science
Real-Time BMS Engine
Loss Aversion Design
Goal-Gradient Challenges
Sports Consumer Research
Behavioural Momentum Scoring
12 Smart Triggers
Self-Determination Theory
Full-Price Conversion
Flow State Science
Real-Time BMS Engine
Loss Aversion Design
Goal-Gradient Challenges
Sports Consumer Research
The Problem

Sports marketing fires
at the wrong moment

"Traditional promotions fire on calendar dates — with no regard for whether the athlete is actually in a buying mindset."

Your athletes are generating powerful purchase signals every time they train. A personal best. A mileage spike. A race registration. A challenge completion. These moments reveal a specific psychological state — and that state has a predictable, time-limited window of peak purchase receptivity.

Without Active.AI, those signals go unread. The trigger moment passes. The athlete buys from a competitor, waits for a sale, or simply doesn't buy at all.

3–5×
Higher conversion rateBehaviour-triggered messaging vs. calendar-based promotions — SDT research & Nike earnings data
68%
Of runners think about new gearDuring or immediately after a strong training block — not at sale events (Strava, 2023)
48h
Peak purchase window post-PBThe neurochemical window after a personal best — before motivation returns to baseline (Deci & Ryan, 2000)
The Platform

From session to sale
in five steps

The Active.AI engine runs continuously. Every training session updates the score. When the conditions align, a trigger fires — and revenue follows.

01
Activity Ingestion
Workouts, wearable metrics, challenge events, and GPS routes captured in real time
02
BMS Scoring
Three-domain composite score — workout, engagement, and geo — updated daily
03
Cohort Classification
Five intent bands from Dormant to Trigger Zone, each with a distinct strategy
04
Trigger Selection
Priority ladder selects the highest-intent trigger from 12 research-backed types
05
Revenue Outcome
Personalised message fires via push, in-app, or email at peak intent — full price, high AOV
BMS Cohort Bands
Dormant
Re-engagement — inspiration & challenge invitation
At Risk
Plateau trigger — motivational content & challenge nudge
Stable
Routine optimisation — product education & upgrade messaging
Rising Intent
Proactive trigger — direct product recommendation & social proof
Trigger Zone
Immediate Smart Trigger — highest ROI window, maximise AOV
The Science

50 years of research.
One platform.

Every feature in Active.AI is grounded in peer-reviewed behavioural science — from a Nobel Prize-winning economic theory to MIT neuroscience. This is not marketing automation. It is psychology applied to commerce.

01
Self-Determination Theory
Deci & Ryan · 100,000+ citations
Athletes with high autonomous motivation train more, generate richer data, and are measurably more open to performance investment. BMS captures this state in real time.
60%+ of sports purchase variance explained by autonomous motivation
02
Fogg Behavior Model
BJ Fogg · Stanford Behavior Design Lab
B = Motivation × Ability × Prompt. A trigger fired at low motivation fails regardless of quality. BMS gates every trigger to ensure M is high before a Prompt fires.
The scientific case against calendar-based marketing
03
Flow State & Neurochemistry
Csikszentmihalyi · Oregon Sport Lab · Kotler
Peak sessions release dopamine, endorphins, norepinephrine, and anandamide — creating the highest information receptivity window of an athlete's week.
Personal Best trigger fires within 2 hours of this neurochemical peak
04
Loss Aversion
Kahneman & Tversky · Nobel Prize 2002
Losses feel ~2× more powerful than equivalent gains. Streaks exploit this asymmetry — once built past 7 days, the fear of losing a streak is a stronger driver than the pleasure of extending it.
Streak mechanics reduce 30-day app churn by ~35%
05
Goal-Gradient Effect
Hull (1932) · Kivetz et al. (2006, JMR)
Motivation to complete a goal accelerates as the finish line nears. Challenge progress bars and BMS milestones are designed to keep athletes in this accelerating zone.
Visual progress markers reduce goal abandonment by 40%+
06
Social Proof
Cialdini (1984) · Sports Group Identity Research
Athletes buy products that signal membership in their performance group. Leaderboards, community challenges, and normative messaging activate this social motivation.
Social features increase monthly app retention by 18%
07
Variable Reward Science
Skinner (1957) · Eyal Hook Model (2014)
Unpredictable rewards sustain dopamine engagement far longer than fixed schedules. Active.AI's variable trigger timing and score reveal system exploits this mechanism.
The engine behind streak-and-challenge daily habit formation
08
Extended Self Theory
Belk (1988) · Journal of Consumer Research
Sports gear is an identity object — athletes define themselves through their equipment. Upgrading kit is a self-investment, explaining why performance framing drives full-price conversion.
The scientific case for full-price over discount-led messaging
Smart Trigger Library

8 triggers. Each one a
psychological moment.

Every trigger is mapped to a specific behavioural science rationale. They are gated by BMS to ensure they only fire when an athlete's motivation is demonstrably elevated.

P1
Wishlist Trigger
Product wishlisted
Immediate
P2
Browse Abandonment
Product page revisits
Short window
P3
Personal Best
PB detected + elevated BMS
Rapid response
P4
Race Prep
Event proximity + load spike
Pre-race window
P5
Mileage Spike
Load significantly above average
Post-spike
P6
Challenge Complete
Challenge finished
Same day
P6
Streak Milestone
Key streak thresholds hit
At milestone
P7
Gear Replacement
High session count in current kit
At threshold
P7
Training Plan Complete
Plan finished + elevated BMS
At completion
P8
Plateau Detected
Sustained flat training load
Multi-week signal
P8
Weather Warrior
Adverse-weather sessions detected
Rolling window
P8
Social Surge
Hotspot activity + route exploration
Weekly signal
P1 — PRIORITY
Wishlist Trigger
Loss Aversion (Kahneman & Tversky, 1979) · Scarcity Principle (Cialdini, 1984)
The athlete has explicitly signalled product interest — this is the most advanced stage of the purchase funnel. Triggered immediately with scarcity framing that activates loss aversion to close the decision. Explicit intent overrides all other scoring.
Response Speed
Immediate
BMS Gate
Intent-led
Message Tone
Urgency
Engagement Architecture

Built to keep athletes
coming back daily

The engagement layer generates the behavioural data the BMS engine runs on. Each feature satisfies a specific psychological need — creating consistent daily usage that compounds over time.

01
Training Challenges
Goal-Gradient · Endowed Progress Effect
Structured goals with front-loaded progress create endgame acceleration. Athletes in a challenge are in a committed state — the most receptive mindset for a product recommendation.
02
Training Streaks
Loss Aversion · Habit Loop · Identity Theory
The most powerful single retention mechanic in behaviour change. Streaks exploit loss aversion while building the consistent repetition required for neurological habit formation.
03
Leaderboards & Community
Social Proof · SDT Relatedness
Peer comparison satisfies the Relatedness need from SDT and activates social proof — athletes buy products that signal membership in their performance group.
04
Momentum Score
Variable Reward · SDT Competence
Weekly BMS reveals — not real-time — introduce productive uncertainty that sustains the dopamine 'seeking' state and keeps athletes returning to see their progress.
05
Geo Activity Intelligence
Social Proof · Community Belonging
Route patterns and location data identify terrain type, event proximity, and hotspot activity — informing product relevance and amplifying BMS signals for geo-specific triggers.
06
Revenue Intelligence Dashboard
Attribution · Forecasting · Optimisation
Real-time revenue attribution, trigger performance analytics, cohort tracking, and 30-day revenue forecasting — all in a single brand-facing dashboard built for commercial teams.
Why Active.AI

The timing advantage
no one else has

The difference between Active.AI and every other sports marketing platform is not features. It is timing architecture. Most platforms ask who to message. Active.AI asks when this specific athlete is most likely to buy.

Standard Sports Marketing
Calendar-based sendsPromotions fire on sale dates and seasonal events — regardless of whether the athlete is in a buying mindset.
Demographic segmentationAthletes grouped by age, location, or past purchase — not their current motivational state or live training behaviour.
Discount-dependent conversionWithout behavioural timing, conversion requires price incentives — training customers to wait for sales and eroding margin.
No attribution loopCannot track whether an athlete's training state influenced a purchase — so cannot optimise timing over time.
Active.AI Platform
Behaviour-gated triggersTriggers only fire when BMS confirms the athlete is in a demonstrably elevated motivation state — confirmed by their own training data.
Real-time psychological stateBMS captures the athlete's current motivational state — updated daily — not static historical segments.
Full-price conversion at 68%Behaviour-timed triggers reach athletes in performance investment mode — buying to perform, not to get a deal.
Full attribution loopEvery purchase traced back to the trigger, the BMS score, and the behavioural signal — enabling continuous optimisation.
Get In Touch

Ready to turn training
data into revenue?

Talk to us about how Active.AI can work with your brand — we'll walk you through the platform and explore what's possible with your athlete data.

Contact Us Now

holly@weareactiveai.com · We'll respond within 24 hours.