Before production of Beyond the Mat began, the team conducted market research which indicated that more than 50 percent of potential users are willing to pay for a high quality product. This insight encouraged the company to further refine the business model behind the platform, with the objective of reaching the largest possible number of users. The new freemium business model of Beyond the Mat makes it possible to build a strong base of subscribers, while also generating revenue from free users through advertising.

An initial alpha version of the platform also allowed the company to validate the market in a much more concrete way. A first version of the app, containing only the Core Loop and allowing users to experience the unique question based learning system, was received with great enthusiasm by both children and adults. The reaction was so positive that club owners, instructors, and practitioners from large BJJ academies voluntarily offered to promote Beyond the Mat within their organizations. The diagram below shows that these early connections alone already represent more than 6,000 potential users.

The support that Beyond the Mat has received so far from the community provides a first indication of the platform’s potential success. The adapted freemium business model, where non paying users generate revenue through advertisements, ensures that every user contributes to revenue generation, even if they are not paying subscribers.

Close collaboration with several of Beyond the Mat’s investors and advisors also revealed a new strategic path that significantly impacts the market analysis. A potential expansion into Judo appears to require far less effort than initially expected. In terms of size, Judo is approximately one hundred times larger than Brazilian Jiu-Jitsu, and as an Olympic sport, it benefits from significantly greater institutional support and funding.

To test this hypothesis, the team behind Beyond the Mat reached out to Heidi Rakels, former Belgian Judo champion, European vice champion, and Olympic bronze medalist in 1992. Heidi is also a software engineer and startup coach, and she sees Beyond the Mat as a product that could significantly advance the sport of Judo. Discussions are currently underway between Heidi and Beyond Sports to explore a potential ambassador role, with the objective of helping the platform expand into Judo in collaboration with the European Judo Federation.

Adding Judo and other combat sports to the financial roadmap significantly increases the platform’s revenue potential. Including these two sports increases the financial potential of Beyond Sports by nearly fourteen times.

The enthusiasm of the market is largely driven by the fact that Beyond the Mat is a highly unique product. The use of 3D and augmented reality, combined with the deep development of supporting features such as gamification, social interaction through a friends list, and club management tools, means that the platform currently has no true direct competitors in the market.