Customer Intelligence
MLB penetration, subscription base health, investor-linked accounts, and CRM audit findings.
Verified Claims vs. Investor Materials
| Claim in Deck | Verified Reality | Confidence | Action |
|---|---|---|---|
| “MLB Teams” (logos, no number) | 22 active (23 ever including Brewers lost to Bertec) | HIGH | Update deck to “22 MLB teams” |
| “350+ pro tour users” | [DATA GAP] — No verified source found | UNVERIFIED | Remove or verify via license server before investor meetings |
| “1,500+ subscribers” | 2,002 active as of January 2026 | HIGH | Update deck to “2,000+” |
| “2M+ swings from 35,000+ athletes” | 2.1M takes, 37,759 athletes (Week 12, 2026) | HIGH | Accurate — can say “2.1M” |
[source: hubspot-customer-audit.md; customer-verification-hubspot.md; mlb-confirmed-customers.md, 2026-03]
MLB Customer Map (22/30 Teams Active)
73% MLB penetration. Sony acquired KinaTrax for its MLB footprint. SC’s 22-team presence is directly comparable and acquisition-grade.
Investor-Linked Teams — Critical for Outreach
| Team | HubSpot Contacts | Investor Connection | Strategy |
|---|---|---|---|
| LA Dodgers | 0 (CRM gap) | Dodgers ownership → Elysian Park Ventures (#1 target) | “Your own team uses our technology” |
| Miami Marlins | 24 contacts (deepest) | Roger Ehrenberg (Eberg Capital) is minority owner | Not a cold pitch — Ehrenberg may already know SC |
| NY Mets | 0 (CRM gap) | Steve Cohen / Point72 Ventures | Major tech VC overlap |
| Chicago Cubs | 9 contacts | Arctos Partners ownership stake; Theo Epstein connection | Arctos is active sportstech investor |
| Pittsburgh Pirates | 15 contacts | Bob Nutting (owner) → LP in SeventySix Capital | Warm path to Wayne Kimmel (SeventySix) |
| Boston Red Sox | 4 contacts | FSG → Mike Gordon → Drive by DraftKings | Multi-hop intro path |
| SF Giants | 7 contacts (incl. Buster Posey) | Buster Posey in ownership group, in HubSpot | Prospect team; Posey could be powerful advocate |
All Active MLB Customers
| # | Team | HubSpot Contacts | Key Contact |
|---|---|---|---|
| 1 | Arizona Diamondbacks | 5 (company record) | — |
| 2 | Oakland Athletics | 4 | Scott Steinmann |
| 3 | Atlanta Braves | 6 | Mike Fast, Colin Wyers |
| 4 | Baltimore Orioles | 13 | Tyler Hamer |
| 5 | Boston Red Sox | 4 | Pete Faste, Luke Fraser |
| 6 | Chicago Cubs | 9 | Jacob Eisenberg |
| 7 | Chicago White Sox | 0 (CRM gap) | Confirmed by Tucker, no HubSpot record |
| 8 | Cleveland Guardians | 2 + 3 deals | (mlb.com domain) |
| 9 | Colorado Rockies | 3 | Brandon Stone |
| 10 | Detroit Tigers | 1 | Georgia Giblin PhD |
| 11 | Houston Astros | 4 | Andrew Ball |
| 12 | Kansas City Royals | 1 | Will Cunningham |
| 13 | LA Angels | 7 | Ryan Sebra |
| 14 | LA Dodgers | 0 (CRM gap) | Confirmed by Tucker — Elysian Park connection |
| 15 | Miami Marlins | 24 | Sam Liu (Ehrenberg connection) |
| 16 | Milwaukee Brewers | 1 + deal | LOST to Bertec — Tucker working to recover |
| 17 | Minnesota Twins | 9 | JJ Lamb |
| 18 | NY Mets | 0 (CRM gap) | Confirmed by Tucker — Cohen/Point72 |
| 19 | Pittsburgh Pirates | 15 | Shawn Johnston (Nutting/SeventySix path) |
| 20 | San Diego Padres | 13 | James McCormick |
| 21 | Seattle Mariners | 5 | Devon Silver |
| 22 | Toronto Blue Jays | 1 + 2 deals | Craig Parry (Director of Hitting) |
| 23 | Washington Nationals | 8 | David Longley |
[source: mlb-confirmed-customers.md; mlb-hubspot-map.md; Tucker Nathans Slack DM, 2026-03-19]
CRM Hygiene Issue
3 confirmed MLB customers — Dodgers, Mets, and White Sox — have zero contacts in HubSpot. This is a due diligence risk. Investors will ask “show me the CRM record for the Dodgers.” Action required before any investor data room opens.
Subscription Base Health
Growth Trajectory
| Date | Active Subscribers | ARR (est.) |
|---|---|---|
| Dec 2022 | 618 | ~$360K |
| Dec 2023 | 933 (+51%) | ~$530K |
| Dec 2024 | 1,517 (+63%) | ~$700K / 6.96 MNOK |
| Jan 2026 | 2,002 (+32%) | 3.2x growth in 3 years |
Churn by Tier
| Tier | Annual Churn Rate | Assessment |
|---|---|---|
| Home | 35.5% | Elevated — consumer tier, expected higher |
| Pro | 47.7% | Concerning — investors will probe this |
| Pro+ | 25.6% | Acceptable — best retention, highest value |
| Monthly average (2025) | 2.49% (vs 4.47% in 2024) | -44% YoY improvement |
Pro churn narrative: CSM hired (Frida Rystad Sund, Jan 2026). Churn reduction sprint launched March 2026. January 2026 shows 62% improvement vs January 2025.
[source: hubspot-customer-audit.md; customer-verification-hubspot.md; customer-intelligence-slack.md, 2026-03]
Revenue by Segment (2024)
| Segment | Revenue (MNOK) | Share | Trend |
|---|---|---|---|
| Golf | 37.0 | 89% | Stable core |
| Baseball | 4.5 | 11% | +57% US YoY H1 2025 |
| Athlete screening | 0 | 0% | 4 pilot projects, pre-revenue |
Risk: Heavy golf concentration (89%). Opportunity: Baseball growing fast; MLB team penetration creates institutional beachhead for facility-level expansion.
Data Lake: The Proprietary Asset
| Metric | Value | As Of |
|---|---|---|
| Total takes | 2,108,167 | Week 12, 2026 |
| Contributing facilities | 1,374 (452 active, 33%) | Week 12, 2026 |
| Athletes | 37,759 (1,829 active, 5%) | Week 12, 2026 |
| Takes with launch monitor data | 1,508,336 | Week 12, 2026 |
| Takes with force plate data | 532,814 | Week 12, 2026 |
| Takes with cameras | 2,099,347 | Week 12, 2026 |
| “Complete” setup (all sensors) | 119,200 | Week 12, 2026 |
This dataset is irreplaceable: 10 years of synchronized force + pressure + video + ball flight data from elite facilities worldwide. Camera-based GRF estimation models cannot be built without force plate ground truth — SC’s dataset is the training data foundation the entire industry depends on.
[source: hubspot-customer-audit.md; Weekly Meeting Week 12, 2026-03-20]
Ambassador & Professional Program
| Region | Count | Notable Names |
|---|---|---|
| USA | ~35 | Joe Plecker (Top 100), Bernie Najar (Top 50), Ben Shear (PGA Tour Coach), Tony Ruggiero (PGA Tour Coach) |
| Europe | ~12 | Mark Crossfield (YouTube), Leon Marks |
| APAC | ~3 | Davide Bertoli (Singapore) |
| Canada | ~4 | Liam Mucklow (MyGolfLab) |
Notable non-ambassadors: Sean Foley (PGA Tour Coach), Suzann Pettersen (15x LPGA winner), Kyle Berkshire (World Long Drive), Lucas Glover (US Open Champion).
[source: customer-verification-hubspot.md; Ambassador Overview.xlsx, 2026-02-10]