About FanatIQ

We've been doing this
for 30 years.

We were there when sports CRM was born. We built FanatIQ because we kept seeing the same problem — clubs know exactly what they should be doing, they just don't have the capacity to do it.

Why We Built FanatIQ

The story.

Between us, we've spent over 75 years in sports technology, CRM, and fan engagement. Pete built and sold Green 4 — the CRM and ticketing platform that became the standard for sports and leisure. Lee founded Scout7, the globally recognised pioneer of recruitment management software in professional football. Seth co-founded Scout7 and has been building AI products since 2017.

We've worked through every generation of sports technology — from SQL databases and spreadsheets to CRM systems to where we are now. And throughout that time, the same problem has kept coming up at club after club.

"They know what they should be doing. They just don't have the people, the time, or the systems to do it consistently."

Fan comms piling up. Campaigns not going out. Commercial outreach happening once a year when someone has a quiet week. Renewals slipping because no one had time to chase them. Not because the teams aren't talented — they are. Because the capacity isn't there.

We built FanatIQ to close that gap. Not to replace your team — to give them the capacity they've never had. Six AI specialists who work 24/7, handle the volume, and hand your staff the decisions that actually need a human.

FanatIQ is built on 18 months of proven AI delivery across multiple industries, fine-tuned specifically for sports. It's live at clubs now. The results are real.

Experience

The numbers behind the team.

75+
Combined years in sports CRM and fan engagement
18mo
Of proven AI delivery before FanatIQ launched
2
Sports tech businesses built and scaled from scratch
2017
When Seth started building AI products — before it was mainstream
The Team

Who we are.

Pete Oliver
Pete Oliver
Commercial & Strategy

Pete has spent 30 years building and scaling software businesses in sports and leisure. He understands both sides of the table — what clubs need, and what it takes to build technology that actually gets used.

Built and exited Green 4 — CRM and ticketing for sports and leisure
Sold 350-person ERP/CRM business (Apex Systems, 2004)
Founded Digital Tealeaves and established Axess AG in the UK
Deep expertise across ticketing, CRM, access control, and data
Lee Jamison
Lee Jamison
Business Development & Partnerships

Lee founded Scout7, now the globally recognised standard for recruitment management in professional football. He brings a network that spans every level of the professional game and a track record of building businesses that genuinely change how clubs work.

Founded Scout7 — used by clubs across every major league
NED at TouchlineTech (grassroots fan engagement)
Extensive network across professional football and sports tech
Proven track record scaling B2B sports technology businesses
Seth Ward
Seth Ward
Technical & AI Lead

Seth co-founded Scout7, built the original prototype, and has spent 30 years as a tech entrepreneur. He's been building AI products since 2017 — long before it became the topic of every conference. He leads FanatIQ's platform architecture and the AI orchestration layer that makes the agents work together.

Co-founded Scout7 — built the original prototype
30 years as a tech entrepreneur across sports and enterprise
Building AI solutions since 2017
Leads platform architecture and AI orchestration at FanatIQ
How We Work

Our approach.

We don't do off-the-shelf. We don't promise the world in a slide deck. We show you what FanatIQ looks like at your club, with real data — then you decide.

🔍

Real data, not demos

When we show you FanatIQ, we use your club's actual ticketing data where possible — not made-up numbers from a generic presentation.

🤝

Alongside your team, not instead of them

FanatIQ agents work with your existing staff and systems. Nobody loses their job. Your team gets capacity they've never had before.

📈

ROI you can see

Every campaign, every message, every renewal tracked. Keeper reports what worked and why — down to the individual fan.

🏗️

We get better with every cycle

Each campaign makes the next one smarter. The agents learn from your club's data. Over time, results compound.

⚽ MK Dons FC — Live

Scout is actively working MK Dons' commercial pipeline — identifying businesses, running outreach, and delivering daily qualified leads to the commercial team.

⚽ Preston North End — Live

Steward, Scout, Coach, Striker, and Keeper deployed across fan engagement. Full demo available at demo.fanatiq.net.

🏗️ Built on 18 months of proven AI

FanatIQ's underlying platform has been running in production across multiple industries since early 2024. Sports-specific tuning came on top of a proven foundation.

🏆 75+ years of sports CRM experience

Between Pete, Lee, and Seth — we've been in this industry since it started. We know what works and what doesn't, because we've seen it all firsthand.

Get Started

Enough about us.
Let's talk about your club.

Book 30 minutes with Pete, Lee, or Seth. We'll show you exactly what FanatIQ looks like in your context — real data, live agents, no slides.

Book a Demo Email Us