Context.

Insiders equips athletes with wearable devices that capture deep performance data. This data unlocks epic performance-enhancing benefits for the athletes themselves, as well as a range of new benefits and revenue streams for race organisers, timekeepers, broadcasters and sponsors. And then there’s the fans who can experience a far richer data-driven experience through second screen and VR, thanks to the Insiders platform.

After 10 years in the sports data market, ASI rebranded as Insiders, signalling a strategic move into the endurance participation sports market – think trail running, bike racing, triathlon and more. This growth phase would require commercial partnerships with the most established and respected organisations and teams on the endurance sports event landscape.

17days was asked to help Insiders refine and elevate their sales storytelling – to bring commercial clarity, a compelling flow and a premium look and feel to sales assets including central pitch presentations, investor overview documents and brand launch keynotes.  

Insiders’ True Story.

When dealing with complex and layered tech products, often the tech can get in the way of the value proposition. The focus of the story can become more about what the tech is rather than why it is of value to the user. We helped Insiders clarify the hierarchy of the value proposition, leading with the immediate benefits and revenue potential for the customer, and positioning the tech as a simple ‘platform’ that would release this value. We created the concept of ‘Augmented Sports Data’ to help give Insiders ownership of a defined product, above and beyond a range of devices and a platform.

Meanwhile, Insiders was achieving impressive cut-through with big names on the premium participation event scene including Haute Route, Swiss Ski, Velon and the INEOS Granadiers Pro Cycling Team. This endorsement by big names would be the most immediately compelling part of Insiders’ pitch, so we encouraged an emphasis on this in comms with the phrase, ‘Join the Augmented Sports Data revolution.’ In other words: This isn’t just an idea. This is happening. Be a part of it.

Impact.

The new storytelling hierarchy came together with the new Insiders brand identity to deliver a powerful set of comms tools that are easy for the Insiders team to adapt and evolve.

The new, elevated toolkit of sales assets and the clearer structure that has been brought to the Insiders value proposition is running through the sales and marketing team’s conversations and keynotes, helping Insiders capture the hearts and minds of more partners and grow with clarity, consistency and confidence.

Insiders launched to an audience of the biggest rights holders, race organisers, professional teams and sports media professionals at The Olympic Museum, Lausanne, in March 2023.