SQUAD GOALS Projects.
Projects
ATHLEET | Making The Mental Side Of Performance Visible
ATHLEET is redefining how coaches understand the people behind the performance through an AI-powered coach-to-athlete platform that turns mindset and wellbeing into actionable coaching insight.
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Squad Goals partnered with the founders to sharpen the commercial narrative, unlock the lived experience behind the business and build a go-to-market strategy that connected product, partnerships and community. By putting the founder story at the heart of the proposition, we helped create stronger market relevance and a platform for long-term growth.
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OUR ROLE
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Founder narrative & positioning
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Go-to-market strategy
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Partnership strategy
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Marketplace & consumer strategy
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Commercial storytelling
EDGE FUTURES | Creating A Different Definition Of Success
Edge Futures is building the infrastructure that connects academy football with education, employment and opportunity through AI-powered digital credentials that recognise the human skills developed through sport.
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Squad Goals is helping shape the movement behind the technology. By surfacing the lived experiences that inspired the platform and refining its positioning, we're helping Edge Futures become a story people can believe in—not just a product they can buy. Alongside this, we're supporting strategic partnerships and sustainable growth as the platform scales.
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OUR ROLE
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Brand & positioning strategy
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Founder storytelling
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Lived experience narrative
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Partnership development
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Growth strategy
MAHŌ | Building More Than A Product
Founded by former Junior European and World Champion Daniel Atkins, MAHŌ is more than a recovery brand. It's a movement built around helping athletes perform sustainably, fulfil their potential and create opportunities that extend beyond sport. The product is simply the vehicle for a much bigger mission.
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Squad Goals is partnering with Daniel to bring that vision to life, building the product infrastructure, founder platform and community ecosystem that will enable MAHŌ to grow into a purpose-led brand with lasting impact.
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OUR ROLE
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Product development & manufacturing infrastructure
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Founder platform & voice of authority
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Community & membership strategy
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Media & content ecosystem
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Brand & commercial growth strategy
PROSPORTPLEX | Bringing Athlete-Led Experiences To Life
ProSportPlex creates immersive football experiences that connect young players with the professionals they admire. As the official UK partner, Squad Goals is bringing the platform to the UK, launching one of the country's first current Premier League player-led football camp experiences with Manchester City's Rico Lewis.
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OUR ROLE
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UK operations & event delivery
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Camp design & coaching programme (with Neil Harris, former Head of Youth, Manchester United)
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Brand partnerships & sponsorship
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PR & promotional strategy
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Social media & creative content
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Ticketing & registration infrastructure
PRORIZON | Putting The Athlete At The Centre Of Performance
Prorizon is redefining athlete development through AI-powered performance intelligence, helping coaches better understand the human factors that influence performance, wellbeing and long-term potential.
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Squad Goals is supporting the evolution of Prorizon's athlete proposition by ensuring the platform is built with, not just for, the people who use it. Through athlete and coach insight, we're helping shape a product that delivers meaningful adoption and real-world impact.
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OUR ROLE
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Athlete proposition strategy
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Athlete & coach focus groups
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User insight & feedback loops
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Onboarding & adoption strategy
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Product validation
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Community engagement
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FLIXTON FC | Rebuilding A Football Club For A New Generation
After 13 years away, Flixton FC is rising again—not simply as a football club, but as a modern community brand built for supporters, partners and the next generation.
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Squad Goals is leading the club's digital and commercial transformation, creating the infrastructure that connects fans, grows revenue and supports the club's long-term ambitions on and off the pitch.
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OUR ROLE
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Brand & digital strategy
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Website & Shopify infrastructure
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Ticketing & fan experience
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Social media & content
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Commercial partnerships
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Matchday media & communications