An NFL team and a Champions League club, from a first prototype.
How Fitwise found its way into elite sport, with a fractional go-to-market lead and advisor who knows how teams buy, one day a week.
- What they do
- Technique deviation monitoring from broadcast and training footage
- Stage
- Seed
- Seat filled
- Fractional go-to-market lead and strategic advisor
- Member
- Michael Clarkson
- Since
- September 2025, about one day a week
- Came via
- An investor in Fitwise
Proven tech, in a market that buys differently.
Fitwise turns broadcast and training footage into 3D biomechanical data for every player. From that data it builds each player’s movement baseline, tracks how their movement changes over time, and flags shifts that might point to injury risk. Performance and medical staff get lab-level insights with no wearables and no hardware.
With the first version built, Fitwise needed elite teams to use it and provide feedback. Elite sport is hard to reach and buys in its own way: who makes decisions, what gets piloted, how data is licensed and priced.
The right network and judgement, not a full-time hire.
Before product-market fit, a full-time sales hire was the wrong bet. One of Fitwise's investors asked Squadra for a leader with a deep network in pro sports performance, analytics and insights, who could also guide the go-to-market.
From match footage to 3D movement data.
From first conversations to the first design partners.
- Explained how elite sport buysHow teams and leagues buy and use sports technology and data, so Fitwise could avoid costly mistakes in the market.
- Opened the right doorsMore than 50 introductions to leaders at elite teams, leagues and federations, through meetings, events and visits across the UK and Europe.
- Shaped the commercial modelPricing and design-partner offers, with market intelligence on competitors and other advisors to bring in.
- Brought in the first design partnersHe helped bring in design partners and early clients from the NFL to Champions League football.
Working with Squadra and Michael has been incredible! Their expertise is unmatched in the Sports Tech market, and they've catapulted our Go to market function helping us sign top tier partners in European football.
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