Creating sports products that perform

Sports product strategy and design, from 0→1 startups to global platforms.

I work with founders and product leaders to turn important ideas into products people want to use and teams can actually build.

Sports product strategy and design, from 0→1 startups to global platforms.

I work with founders and product leaders to turn important ideas into products people want to use and teams can actually build.

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Product Strategy & 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.

DIAGNOSTIC REVIEW

Duration: 5 days

I identify the friction, the gaps and the decisions holding your product back.

You get clarity, priorities and the actions that will make the greatest impact immediately.

Best when: Something feels off, momentum has stalled or conversion/retention is lower than expected.

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Concept Sprint

Duration: 2 to 3 weeks

I turn your idea into a clear concept, essential flows and a clickable prototype.

You leave with a compelling narrative and direction your team or investors can align around.

Best when: You have an early idea, you’re pre-product, or you’re preparing for fundraising.

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Product Blueprint

Duration: 4 to 6 weeks

I define the experience, user journeys, success metrics and the decisions needed to build with confidence.

Ambiguity is removed and alignment is created before engineering begins.

You’ve raised funding and need to get the product strategy rightbefore building.

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Design Delivery

Duration: 6 to 12 weeks

I turn the strategy into a fully designed, engineering-ready product.

Full UX architecture, high-fidelity UI, component library, design system and a complete prototype ready for handover.

Perfect for: New products, major redesigns or founders who need full design delivery before engineering.

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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

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.”

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.

Mike Dean2026-05-21T13:12:55+10:00

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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HAVE YOU Got a product idea or an app that’s falling short?

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Creating sports products that perform

Creating sports products that perform