From Fans to Founders: How Sport Feeds Pivoted from B2C to B2B

Building a successful startup often requires adaptability, resilience, and a clear vision — and Sport Feeds is a prime example of that journey. We recently caught up with Thomas Coiner, CEO and co-founder of Sport Feeds, to hear about their transition from a direct-to-consumer (B2C) sports platform to a business-to-business (B2B) data service. Their story is a testament to the power of persistence and the importance of recognizing when it’s time to pivot.

Building a Product for Fans

Originally launched as Backer, Sport Feeds started as a platform where sports fans could follow their favorite athletes. The product gained traction and engagement, but the revenue didn’t justify the operational costs. Realizing the need for a shift, the team began exploring how their technology could serve businesses instead of consumers.

“We looked at the technology we built along the way, noticed it was highly valuable for other businesses, and started to sell that product.”

 

Facing the Challenges of Pivoting

Transitioning from B2C to B2B came with its own challenges — especially the lengthier sales cycle. While it once took only seconds to convince fans to sign up, selling to businesses required a much longer commitment.

“I wish I would have known how much longer the sales cycle is on the B2B side than it was with a simple fan.”

 

During the transition, the team even ran out of funds. Determined not to give up, they took on other jobs to self-fund the shift to B2B.

“We had like $2 in our bank account. We decided to go all in at a conference in our industry, pitching our new product to over a dozen potential customers. Not a single one said no. They just asked, ‘How much is it?’”

 

Finding Success in the Pivot

That conference moment was a turning point. The interest from potential customers confirmed that their new B2B product had genuine market demand. From there, the team leaned into commercializing their product, backed by the encouragement of investors and team members who believed in the vision.

“We really saw through the path to profitability. It’s just been the funnest ride I’ve ever been a part of.”

 

Looking Ahead

Today, Sport Feeds has a clear focus: expanding their product, growing their sales pipeline, and continuing to build in Birmingham. Their subscription-based model allows businesses to easily integrate with their data platform, and the future looks bright.

“Now it’s just become so much more clear — turning our ideas into execution, into revenue. It’s going to be a great year, and we’re really excited to keep building.”