Product Strategy & Design for Sports Tech, Betting & Coaching Platform

Partnering with founders and product teams to design sharper, more engaging sports products. Built on clarity, behaviour, and long-term success.

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Fanatics logo featuring a bold red “F” emblem and navy wordmark — representing SGX Studio’s work with Fanatics on sportsbook and ecommerce design, uniting sports retail and betting into a seamless fan experience.
UFC logo in bold red uppercase typography — representing SGX Studio’s collaboration on data-driven analysis tools, athlete profiling systems, and real-time combat analytics for the Ultimate Fighting Championship.
Sky Sports logo featuring a blue and red gradient split background with white lowercase text — representing SGX Studio’s design work on live sports interfaces, broadcast integration, and interactive fan engagement tools for Sky Sports.
SportsGrid logo in bold red, italicized uppercase lettering with a double chevron arrow motif — representing SGX Studio’s collaboration with SportsGrid on live sports media and betting content experiences.
Oddschecker logo in a clean, dark blue lowercase typeface — representing SGX Studio’s collaboration with Oddschecker to enhance UX across data-driven betting tools and comparison interfaces for sportsbook users.
SportsDataIO logo featuring the word “sportsdata” in black and blue lowercase text with a circular “io” icon — representing the sports analytics and data integration partner for SGX Studio projects.

Trusted by leading sports tech, betting and coaching companies.

Here’s what my long-term partners have to say about our work together:

Joe Mirtaheri

Senior Vice President
Fanatics, Inc.

“I’ve had the pleasure of working with Mike on numerous projects recently and his contributions have been invaluable. What sets Mike apart is his incredible flexibility in approaching any brief or project. He doesn’t just take a one-size-fits-all approach; rather, he tailors his methods to meet the unique needs of each task at hand.

Mike’s expertise in the Design space is evident. He pulls from various facets of his experience and stays current with wider industry trends to deliver solutions that are not only innovative but also practical.

Perhaps what I appreciated most was Mike’s willingness to push back and evolve ideas. He’s not just an ‘order taker.’ If he sees a better way to achieve an objective or improve a concept, he speaks up and collaborates to make it happen. This characteristic not only elevated the quality of our projects but also made the entire process a true partnership.

If you’re in need of a designer who brings a depth of knowledge, adaptability, and a collaborative spirit, I highly recommend Mike.”

Product Strategy and Design Engagements

Focused, structured engagements that bring clarity, direction and momentum to your product. Each one is designed to reduce complexity and help you move forward with confidence.

Capabilities

I work across the sports technology ecosystem with a focus on engagement, retention and clear product decision-making.

Sports Betting

Live experiences, deposit and withdrawal journeys, engagement loops, loyalty, free-to-play systems and retention.

Explore Betting Expertise

Sports Media

Stats-driven experiences, second-screen products, predictive content, CTV interfaces and real-time data design.

Explore Media Expertise

Coaching & Training Platforms

Training plan systems, coaching tools, onboarding flows, AI assistants and athlete development products.

Explore Coaching Expertise

Fan Engagement & Loyalty

Growth systems, rewards, challenges, mastery layers, progression, identity loops and season-long engagement.

Explore Fan Engagement Expertise

Why Teams Work With Me

Here’s what you get when you work directly with me.

Clarity Over Chaos

I help teams cut through noise and focus on what truly moves the product forward. Complex decisions become simpler, sharper and easier to execute.

Behaviour-Driven Product Thinking

I use practical behavioural frameworks to shape action, increase engagement and build habits that last. Every decision is grounded in real usage, not assumptions.

Decision-Making Strength

I work with founders and product teams to create direction, remove uncertainty and avoid unnecessary complexity. The product becomes easier to lead and easier to build.

Retention and Engagement First

High-performing sports products depend on consistent return behaviour. Every choice is made with retention, motivation and long-term engagement at the core.

Featured Case Studies

Each project is a story of a deep partnership and strategic impact. Due to the confidential nature of my work with industry leaders, I can only share a limited selection publicly. Here are a few of those stories.

VIEW ALL CASE STUDIES

Latest Articles

Fresh ideas on behaviour, sports tech product thinking and performance.

  • Zwift’s Identity Engine: How effort becomes belonging
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  • Designing Backwards: The Framework That Keeps Sports Products Focused
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  • More Than Points: Designing Rewards That Actually Matter
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