FanHub
Loyalty platform that rewarded real-world fandom
50k+ MAU
200k+ users
$3m+ funding
Overview
FanHub is a loyalty and engagement platform built for football fans — rewarding real-world fandom and turning matchday behaviour into measurable value for clubs and brands.
As co-founder and Chief Product Officer, I helped build FanHub from zero to a live consumer platform used by tens of thousands of fans every month. The core idea is simple but ambitious: fans prove their loyalty by turning up, predicting games, and choosing the right places on matchday — and we reward them for it.
Features in Action
Stadium check-ins with geolocation
Earning LYLTY currency through engagement
Match predictions and leaderboards
Mystery rewards and redemption
Stadium grounds and venue information
End-of-season fan statistics
Official Partnerships
FanHub is the official loyalty app for several major clubs and national teams, trusted to deliver fan engagement at the highest level:
- ●Scotland National Team
- ●Northern Ireland National Team
- ●Bristol Rovers
- ●Derby County
- ●Hearts
How It Worked
The product blended consumer engagement mechanics with a performance-driven commercial model underneath:
- ●Check-ins: Stadium check-ins proven with geolocation
- ●Predictions: Fans prove their knowledge and competed against others on leaderboards, including lineup and results predictions
- ●Mystery rewards: Surprise incentives to drive discovery and delight
- ●Progression systems: Tiered mechanics that rewarded consistency
- ●LYLTY currency: A proprietary blockchain-based points system fans earned and redeemed
What I Led
I focused on building a contagious app — one that fans wanted to share, talk about, and bring their friends into.
- ●Rapid organic growth: Drove viral growth across social platforms by understanding what made fans want to share — their predictions, their leaderboard positions, their rewards
- ●User psychology: Applied deep understanding of fan behaviour to design features that felt natural, rewarding, and worth talking about
- ●Contagious mechanics: Built systems that turned every fan action into a potential share moment, creating momentum that spread organically
- ●Bold experiments: Did things that seemed crazy at the time — like launching a waitlist that created scarcity and demand, turning "you can't get in yet" into "you need to get in"
- ●Team building: Hired nearly every person and built the entire product and tech team from scratch
- ●Tech culture: Created a culture of high velocity yet stable outcome-driven tech delivery
- ●Content strategy: Led content strategy for long periods — our socials were popping
What I Learned
Building FanHub taught me how hard — and how rewarding — it is to ship real products in ambiguous conditions:
- ●Balancing user delight with commercial reality
- ●Simplifying complex systems for mass-market users
- ●Taking full ownership of outcomes rather than hiding behind process
It's the foundation of how I think about product today: start with human behaviour, design systems that create momentum, and only build things that can survive contact with the real world.