Product Strategy and Behaviour-Driven Design for Sports Tech

Q: When is the right time to bring you into a project?

Teams usually bring me in when they’re shaping a new product, preparing for a major build or redesign, or when momentum has stalled due to unclear decisions. If you need clarity, direction or behaviour-driven UX before engineering, that’s the right moment.

Mike Dean helps founders and teams turn ambitious ideas into platforms that win attention.

My job is to turn ambitious product ideas into sports tech platforms that win attention, drive behaviour and scale with confidence.

I specialise in sports betting, media and coaching products. My approach blends product strategy, behavioural psychology and high-performance UX design to bring clarity to complex ideas and shape them into market-ready products.

For over 15 years I have helped founders and product teams build, refine and accelerate sports technology products. From fan engagement tools and betting platforms to coaching systems and live sports experiences, I focus on removing ambiguity and enabling teams to move fast with conviction.

Trusted by Industry Leaders

My Product Strategy Philosophy

A product only moves forward when the thinking behind it is clear. My work focuses on four principles that guide every engagement and remove uncertainty from product decisions.

Clarity First

The fastest way to build momentum is to remove unnecessary complexity. I make the product simple to understand and easy to use. This sharpens the narrative, reduces confusion and helps teams focus on the decisions that matter. It gives users a clear sense of direction and builds confidence in how the product works.

Behaviour Led

Strong products are built around real user behaviour. I design based on what people expect, what they are trying to achieve and where they feel friction. This keeps the product aligned with natural patterns and creates surfaces that feel intuitive and predictable. It produces a more reliable path to value.

Speed to Vision

The biggest risk in any sports tech product is slow clarity. I move quickly to define the core problem, shape the essential concept and identify the decisions that will move the product forward. This ensures you always know what to build, why it matters and how it will deliver value.

Lean and Focused

Progress improves when the team works with intent. I help reduce waste and simplify the roadmap so the team can stay focused on the outcomes that matter most. The work becomes disciplined, predictable and grounded in features that shape behaviour and move the product forward.

Who I Work With

I work with teams who need clarity, momentum and senior product thinking without agency overhead.

Early-stage Founders

Teams shaping their first meaningful product, needing clear definition, strong direction and a narrative they can rally behind.

Growth-stage Companies

Teams preparing for a major build or redesign and needing alignment, better decisions and confidence before engineering begins.

Sports Tech Platforms

Teams in betting, media or coaching needing stronger foundations, clearer product strategy and behaviour-led decision making.

Product
Leaders

Teams wanting senior partnership, sharper strategy and a consistent framework for making better product decisions at speed.

My Experience

Deep
Specialisation

A career dedicated to the unique design challenges of the sports tech, media, and betting industries. I bring expert domain knowledge to every partnership.

Proven
Versatility

A proven track record partnering with both early-stage founders and established product leaders. I thrive in any environment, from nimble startups to global enterprise companies.

Multi-Platform Expertise

Extensive experience architecting user-centric products across all major digital platforms, including mobile (iOS & Android), web, and Connected TV (Roku).

Frequently Asked Questions about SGX Studio

Here are a few common questions I get from new partners about the process and value of product design.

What does SGX Studio actually do?

I help sports tech, betting and coaching teams get clear on what they’re building, why it matters and how to deliver it. This includes product strategy, behaviour-led UX design, high-performance UI and the decision-making frameworks needed to reduce ambiguity before engineering.

How is your approach different from an agency or freelancer?

I work directly with founders and product leaders. No layers, no handoffs, no slow cycles. Every engagement is grounded in behaviour, clarity and strategic focus. You get senior thinking, clear decisions and the momentum normally lost in traditional agency models.

What types of products do you specialise in?

I specialise in sports betting, media and coaching platforms. My work focuses on high-stakes user behaviour, real-time interactions, fan engagement and the complex decision flows unique to this industry. This depth reduces risk and accelerates delivery.

Can you work alongside my existing product or engineering team?

Yes. Most of my work slots into existing teams. I create clarity, flows, decisions and narrative so engineering can move faster with fewer revisions. My role is to remove ambiguity, build alignment and support the team with senior product direction.

When is the right time to bring you into a project?

eams usually bring me in when they’re shaping a new product, preparing for a major build or redesign, or when momentum has stalled due to unclear decisions. If you need clarity, direction or behaviour-driven UX before engineering, that’s the right moment.

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