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ATHLY
The world's best athletes, at scale
The Problem
An athlete’s IP is their most valuable commercial asset, but they can’t deliver it at scale.
Athletes leave $70k ARR per 100k followers on the table
Athletes have paid us up to $10k upfront in the past to solve this for them
Track Record
We found the problem and proved it manually first
2022–24 (18 months)
Business with AFL star, Will Ashcroft
Built to 3k paying subscribers
2025 (6 months)
Started agency & built brands for 4 other athletes / creators:
Emily Condon (Matildas)
Isaac Butterfield (566K IG)
SlimBros (180K IG)
Callum Robson (WSL)
2026
ATHLY
Joey
Joey
CEO
Tom
Tom
Product
Ben
Ben
CTO
The Solution
Meet Tim Tszyu’s twin
01
Public scrape
Interviews, footage, social media, perception.
02
Athlete input
A <60-min guided session in their voice on how they train and think.
03
Athlete refinement
They review and critique the output.
04
Encoding
An agentic RAG expert mentor AI twin.
Proof of Concept
The first surface we built is the one we'd already proven by hand: a personal mentor for the athlete's fans.
Daily Sessions
Direct Line
Video Review
Measured Progress
Athletes Want In
Feb '26 — now
Athletes interested
*
Signed LOIs
Signed partnerships
Combined reach
* Includes an agreement from Australia's top management agency, encompassing athletes.
Athlete Calibre
We're talking to the best.
AFL
TOP 10
1Bailey Smith
2Nick Daicos
3Harley Reid
4Marcus Bontempelli
5Christian Petracca
6Izak Rankine
7Isaac Heeney
8Patrick Cripps
9Nick Watson
10Charlie Curnow
NRL
TOP 10
1James Tedesco
2Payne Haas
3Nathan Cleary
4Reece Walsh
5Isaiya Katoa
6Blayke Brailey
7Eliesa Katoa
8Joseph Tapine
9Cameron Munster
10Terrell May
Cricket
TOP 10
1Travis Head
2Steve Smith
3Alex Carey
4Marnus Labuschagne
5Cam Green
6Mitchell Starc
7Pat Cummins
8Scott Boland
9Josh Hazlewood
10Nathan Lyon
USA
Cory Sandhagen (UFC · #2)
Fred Warner (NFL · #13 ranked)
Pat Surtain (NFL · #6 ranked)
Calvin Ridley (NFL · WR)
Jahmyr Gibbs (NFL · RB)
Puka Nacua (NFL · WR)
Other
Tim Tszyu (Boxing · #1 in 2024)
Kyle Chalmers (Swimming · 9 Olympic medals)
Shayna Jack (Swimming · 2 Olympic gold)
Malcolm Marx (Rugby · #4 in world)
RG Snyman (Rugby · #6 in world)
Athlete or agent in conversation with Athly
afl.com.au · zerotackle.com.au · icc-cricket.com · espn.com
Total IG Followers: 11M Avg: 478K
Fans Love It
On 1st Sep, we opened founding member applications with our smallest athletes…
…it included committing to weekly founder calls and a direct WhatsApp feedback line…
Fans Love It
people applied…
…we’ve accepted and onboarded of them…
Fans Love It
…and it’s already part of their daily routine.
Each user sends >1 messages per day, on average
Most users returning weekly
Average session length of 8 minutes
The Model at Scale
Extrapolating across our existing LOIs = gross ARR
Total followers
Follower to paid conversion
Paying subscribers
ARPU
/ mo
Gross ARR
Athly share, blended across the bands
Net ARR to Athly
Market Size
What the coaching app is worth at each stage of the roster
This counts the coaching app only; other ways of monetising an athlete’s IP are not included.
AthletesAvg followersSubscribersGross ARRAthly ARR
*
* gross ARR is of online sports-specific coaching platforms today.
Milestones
End of 2026
athletes live across 4 countries (incl. USA)
Begin building core team
Build owned distribution off athlete NIL
Churn and declining
–
~ athletes live @ total followers
paying subs; gross ARR run-rate
Activate brand & retail monetisation and mass agency deals (partnerships signed)
Core team built
See R7 in Product Roadmap in Appendix
End of 2027
Launch ‘Spotify’ model (see R8)
~ athletes live @ total followers
~ paying subs; gross ARR run-rate
monthly churn
Vision The infrastructure layer that converts every athlete’s IP into a permanent, scalable revenue asset.
The Round
Raising to hit our Seed milestones
Appendix
Who Pays
Who he is
Age and place14–22, male.
LevelCompetitive club player.
EffortTrains hard already: 92% commit 30+ mins/day.
CoachingVolunteer club coach, nothing personal.
MoneyCasual job; 25% dependent on parents.
Current planYouTube, Instagram, a PDF from a mate.
What he buys
Functional job“Give me the plan.”
Emotional job“Tell me I’m not wasting my time.”
Social job“Get me seen. Get me picked.”
His enemyWasted effort against a running clock.
TriggersSeasonal transition (eg pre-season); age-group transition; return from injury.
What the data says
What is wrong with his training
Not knowing how to improve26.5%
Nobody to train with23.9%
Not enough coach feedback12.9%
Motivation9.0%
What would fix it
Personalised program72.9%
Progress tracking56.1%
Real-time feedback40.0%
In-app coach
Rated a “massive help” by 89%, zero negative responses.
Eight datasets from past athlete coaching businesses (2023–2026) plus the September 2026 launch cohort.
Business Model
Fans pay /month per athlete
Athletes receive – of their subscriptions (tiered based on revenue)
Competition
The only way for athletes to monetise their audience at scale, without their ongoing time.
RecurringAthlete’s timeValue to fansAthlete keeps
AthlyYesOne hourPersonal coaching–
Fitness creator platformsPlaybook, Stan StoreYesPrograms, videoTraining plans80%
Creator subscriptionsPatreon, OnlyFans, Fanfix, PassesYesDaily contentContent80–90%
Fan-club appsLockerverse, MOGL Monetize, FangageYesRegular contentAccess, contentVaries
Own appCentr, Erakulis, Sweat, TB12, McGregor FAST, MayweatherYesYears of buildContent, programsOwner
AI likeness licensingGenies, Talk2Me, Delphi, ElevenLabsLicenceA sessionChat, voice, avatarLicence fee
Sponsorship and endorsementsDeal by dealPer dealNoneFee
NIL marketplacesOpendorse, MOGL, INFLCR, Icon Source, MarketPryceDeal by dealPer dealNoneFee, less platform cut
Video messagesCameo, MemmoNoEvery messageA videoPer video
Social platformsYouTube, TikTok, InstagramAd revenueConstant contentContentAd share
Competition
The only way for fans to get sports-specific coaching from their heroes, at a price they can afford.
Their heroSport-specificPersonalPrice
AthlyYesYesYes a month
Athlete-backed AI coachKotcha (Kipchoge)YesRunningYesLow subscription
Club coachNoYesBarelyFree
Sport-specific AIHomeCourt, HoopCoach, SwingVision, Sportsbox, Mustard, SportsReflectorNoYesForm analysisLow subscription
Private coachNoYesYesVery expensive
Athlete-owned appsCentr, Erakulis, Sweat, TB12PartlyWellness, fitnessPartlyLow subscription
General AIChatGPT, Gemini, ClaudeNoGenericPartlyFree
Human-coach appsLadder, Future, CaliberNoStrengthYesPremium subscription
Fitness appsPeloton, Nike Training Club, Apple Fitness+, Freeletics, FitbodNoGeneral fitnessPartlyFree to subscription
Celebrity AI twinsTalk2Me, Genies, Meta AIYesNoChat onlyUnclear
Product Roadmap
ReleaseWindowWhat it does
R0MVPShipped · Sep 2026A coach in the athlete’s method and voice, used daily.
R1Proactive coach, real dashboardsOct – mid Nov 2026The coach initiates; the athlete sees real numbers.
R2Video review and native appmid Nov – Dec 2026Technique feedback on training video; native mobile app.
R3Progression and gamificationDec 2026 – Jan 2027Progress made visible, earned, tied to real-world value.
R4Voice and video cloningJan – mid Feb 2027Live voice in the athlete’s cloned voice; drills demonstrated by the twin.
R5Live coachingmid Feb – Mar 2027Camera on; the athlete talks you through the drill as you do it.
R6Adaptive coachingMar – Apr 2027The coach improves on its own from everything every user does.
R7WearablesApr – Jun 2027Sleep, recovery and load feed the plan without being told.
R8The Spotify modelOct – Dec 2027One subscription across every athlete, paid out by engagement.
After R8: the white-label brand platform licensed to Pacific Sports Management in July 2026 (“Powered by Athly”) is scoped for activation.
Top-Down Market
The categories Athly sits inside
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