About Active AI
Active AI brings together decades in sport, behaviour change, real-time data and consumer platforms, with one aim: help brands look after athletes well, and be there when it counts.
The team
CEO & Founder
Holly has spent three decades at the intersection of sport, behaviour change and technology, from executive director roles at England Hockey and Sport England to building and scaling tech start-ups in sport and fitness. As co-founder of Her Spirit and GoPlayGo, she has a track record of turning participation challenges into scalable digital products. Active AI is the culmination of that career: a platform built by someone who has lived the problem from every angle.
CTO
Øyvind brings more than 25 years of data and AI engineering, including architecting real-time event processing pipelines handling 800+ million events a day at Schibsted Media Group, one of Europe's largest digital media companies. A specialist in agentic AI and machine learning, he has worked across the full data stack. His depth in stream processing and large-scale data infrastructure is the technical backbone of Active AI's engine.
Chief of Brand & Partnerships
Mel brings 30+ years across sport, retail and consumer engagement, working with Adidas, Speedo, Boots and DFS, and contributing across three Olympic Games. As co-founder of Her Spirit alongside Holly, she spent seven years building digital communities. Her mix of brand relationships, women's sport networks and start-up experience connects Active AI's technology with the brands it serves.
Strategic Advisor
Eirik is a technology executive with 25+ years scaling digital platforms across Europe, at board and C-suite level across media, health and SaaS. As Chief Innovation Officer at Reach plc he led product, data and technology teams reaching 200 million monthly users. He chairs Disciple and Katapult Impact Platform, and brings strategic depth in data-driven consumer platforms to Active AI's product vision.
How we build
Active AI is built the way we expect our partners' teams to work in future: a small, senior team working alongside AI agents across product, engineering and operations.
It means we move quickly, ship in small, tested steps and keep humans in charge of every decision that matters, especially the ones that affect athletes.