The Problem The Solution 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 Momentum Unlocks at the exact psychological moment intent peaks.

Contact Us Now See how it works
// Athlete AMS · Live Signal
74
Momentum Band · Unlock Eligible
Workout
Engagement
Geo Activity
↑ Race Prep Unlock Fired
// event proximity 38 days · load +28%
Behavioural Momentum Scoring
Smart Momentum Triggers
Self-Determination Theory
Full-Price Conversion
Flow State Science
Real-Time AMS Engine
Behavioural Commerce
Athlete Momentum Score
Sports Consumer Research
Behavioural Momentum Scoring
Smart Momentum Triggers
Self-Determination Theory
Full-Price Conversion
Flow State Science
Real-Time AMS Engine
Behavioural Commerce
Athlete Momentum Score
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 Solution

Now you know exactly
when to show up.

Without Active.AI
You don't know. Sarah completes a 10K PB. No signal fires. Nothing changes in your system.
72 hours later, your Tuesday batch email goes out — same message, same offer, to every athlete.
She's already bought from a competitor who reached her first. The window has closed.
With Active.AI
PB unlock fires automatically — Sarah's AMS hits Peak band within seconds.
A personalised Momentum Unlock reaches her — the right product, the right message, inside the 2-hour window.
She converts. She buys from you — and the data feeds her next score.

Active AI turns athlete momentum into a commercial signal — automatically, in real time, inside your existing infrastructure.

The Platform

From session to sale
in five steps

The Active.AI engine runs continuously. Every training session updates the Athlete Momentum Score. When the conditions align, a Momentum Unlock fires — and revenue follows.

01
Activity Ingestion
Workouts, wearable metrics, challenge events, and GPS routes captured in real time
02
AMS Scoring
Proprietary composite score across three behavioural signal domains — updated in real time
03
Momentum Band
Five athlete momentum bands from Stable to Peak — each mapped to a tailored engagement approach
04
Unlock Selection
Proprietary selection system identifies the optimal Momentum Unlock for each athlete's live state
05
Revenue Outcome
Personalised message fires via push, in-app, or email at peak intent — full price, high AOV
AMS Momentum Bands
Stable
Foundation engagement layer
Rising
Momentum building
Intent
Purchase intent confirmed
Momentum
High-value unlock window
Peak
Peak Momentum Unlock — highest ROI window
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. AMS captures this state in real time.
02
Fogg Behavior Model
BJ Fogg · Stanford Behavior Design Lab
B = Motivation × Ability × Prompt. A trigger fired at low motivation fails regardless of quality. AMS gates every unlock to ensure M is high before a Prompt fires.
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.
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.
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 AMS milestones are designed to keep athletes in this accelerating zone.
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.
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.
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.
Momentum Unlock Library

Every Unlock — a
psychological moment.

Each Momentum Unlock is mapped to a specific behavioural science rationale. The AMS engine gates every unlock to ensure they only fire when an athlete's motivation is demonstrably elevated.

★ Top Unlock
Epic Route Completed
A personal best combined with sustained Peak AMS — the athlete is at their absolute highest emotional and motivational state. The unlock fires automatically inside a precise window, pairing the right product with the athlete's peak moment.
AMS Band
Peak
Unlock Window
2 hours
Message Style
Achievement-earned
Example Unlock
New Personal Best
A personal best creates the highest information receptivity window of an athlete's week. The unlock fires rapidly, capitalising on peak neurochemistry before the window closes.
AMS Band
Momentum+
Unlock Window
2 hours
Message Style
Achievement-earned
Example Unlock
Gear Replacement
Data-led authority framing creates genuine urgency without manufactured scarcity. When athletes trust that their kit has reached its performance threshold, they convert at full price.
AMS Band
Intent+
Unlock Window
2 days
Message Style
Achievement-earned
The full Momentum Unlock library is configured to your product catalogue and athlete data during onboarding. Talk to us to see the complete set.
Engagement Architecture

Built to keep athletes
coming back daily

The engagement layer generates the behavioural data the AMS 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 AMS 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 AMS signals for geo-specific unlocks.
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 Momentum UnlocksUnlocks only fire when AMS confirms the athlete is in a demonstrably elevated motivation state — confirmed by their own training data.
Real-time psychological stateAMS captures the athlete's current motivational state — updated daily — not static historical segments.
Full-price conversionBehaviour-timed triggers reach athletes in performance investment mode — buying to perform, not to get a deal.
Full attribution loopEvery purchase traced back to the Momentum Unlock, the AMS score, and the behavioural signal — enabling continuous optimisation.
Get In Touch

Your athletes are at peak.
Are you ready?

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