Top moment
Epic Route Completed
2-hour window
Platform
The momentum engine, in more depth.
Everything a digital or technical lead needs to judge the fit: how the loop works, what the Behavioural Momentum Score tells you, how moments are timed and held back, and the three ways to plug in.
The platform loop
Behaviour → Momentum → Moment → Revenue.
Connect
Athletes opt in and connect the watch or app they already use.
Momentum
One live score per athlete, updated with every session.
Moment
When the timing is right, the engine picks the best next action.
Activate
A push in the app, an offer in the vault, or an event in your CRM.
Prove
Your dashboard shows every moment and its lift over a control group.
The engine spots intent before it shows up in your CRM, and runs inside the revenue tools you already use.
Athlete Momentum
Momentum tells you when to sell.
Active AI turns workouts, challenges and the places athletes move through into one live score per athlete: the Behavioural Momentum Score (BMS), built from layered behavioural signals. The athlete sees their score. You get the moment.
Building : Engage
Crews, challenges and routes that keep momentum climbing.
Peaking : Sell
Your offer, when intent is at its highest.
Stalling : Hold
Offer held back, and the coach steps in.
The nine moments
Nine moments. The right one fires at the right time.
Gear Replacement
Window: 2 days
New Personal Best
Window: 2 hours
Race Prep Window
Window: 72 hours
Streak Milestone
Window: 1 day
Challenge Completed
Window: 1 hour
Training Load Peak
Window: 72 hours
New Location Explored
Window: 24 hours
Community Achievement
Window: 24 hours
Every moment ships with its own control-group result. When an athlete stalls, nothing fires and the coach steps in instead. That's enforced in the engine, not left to policy.
Behavioural science
Built on decades of behavioural science.
Protective of the athlete by design.
Self-Determination Theory
Deci & Ryan
Athletes keep going when they feel competent, in control and connected.
Crews, personal milestones and choice-led challenges are built around those three needs.
Habit formation
Consistency beats intensity.
Streaks and weekly rhythms reward showing up, and quiet weeks never count as a zero.
Goal-gradient effect
Motivation rises as the finish line gets closer.
Challenge and route progress keeps that finish line visible.
Social belonging
People move more with a group they identify with.
Crews and local leaderboards are scoped to the athlete's own area and pace.
Every principle is applied in the athlete's favour. Rest is respected, progress is made visible and belonging is local and opt-in. There is no manufactured urgency, and a plateau is treated as a reason to care, never a reason to sell.
Partner dashboard
You see what worked, and you can prove it.
Partner portal · Fell & Field (example brand)
Illustrative- Moments fired
- 1,204
- Lift vs control
- +2.4 pts
- Revenue lift
- £48.2K
- Peaking this week
- 312
Your athletes this week
- Building 52%
- Peaking 11%
- Stalling 37%
Every moment, in real time
Every moment and window, and each sale matched to its moment.
Lift you can prove
Each moment is measured against a control group that didn't get it.
Which moments work
See which moments sell your catalogue, and tune it without code.
How it plugs in
Three ways in. Start where you are.
01 · Branded app
Our app, your brand
A white-label athlete app in your colours, live on the App Store and Google Play. Moments, a reward vault and one nudge at a time. We run it, store updates included.
Best if you have no athlete app yet.
02 · API into your app
Your app, our engine
Moments delivered into the app your athletes already use, through our versioned Partner API and ready-made components: moment card, offer reveal, crew table, markers map.
Best if you already have an app.
03 · API into your CRM
Straight to your CRM
Moments land in the CRM you already use as a ready-to-send event. Your templates, your offer.
Best if your list is your channel.
You receive the moment, never raw activity, health data or the score.
API + CRM integration
We find the moment. Your CRM sends the message.
Athletes connect
They opt in and connect their watch or app, on the web or in your app.
Active AI finds the moment
Momentum is updated live, and holds are checked on every event.
Webhook to your CRM
The moment lands as a real-time event on the athlete's CRM profile.
Your journey runs
Your team owns the channel, copy and offer. Orders post back to us.
You send us
- Athlete ID mapped to your CRM ID
- Consent and opt-out status
- Order events, so we can measure the result
We send you
- Moments as real-time webhooks
- Pause flags: a do-not-send window, no reason given
- Conversion by moment against a control group
{
"event": "moment.fired",
"crm_id": "48213",
"moment": "epic_route_completed",
"window_hours": 2
}Illustrative payload. No score or band is ever sent.
Beta partnership
Be first. Shape the platform. Prove the lift.
White-label athlete app
Your brand, your community, on iOS and Android.
Momentum on your customers
Live momentum across your customer base, with all nine moments mapped to your catalogue.
Partner dashboard
Every moment fired, its conversion and its lift over a control group.
Co-development
Your use case shapes the product throughout the build.
Preferred commercial terms
Early partners lock in a lower rate permanently, before standard pricing.
Case study and PR priority
The first-mover story in sports-tech press, with your results as the proof point.
We're choosing a small group of beta partners. Conversations are happening now.
Your athletes are at peak. Are you ready?
We're looking for a small group of beta sports brand partners to build the future of athlete commerce with us. Preferred terms. A hand in the product. First-mover advantage.