Joyned Capital
Joyned Capital is an Amsterdam-based private investment firm operating a subscription-based community platform that provides professional athletes with investment education and curated collective investment opportunities in sports-tech startups via SPVs.
- Company typePrivate
- Founded2021
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Joyned Capital does
Joyned Capital is an Amsterdam-based private investment firm founded in 2021 that operates a community-driven platform enabling professional athletes to learn about investing and deploy capital collectively into sports-tech startups. The firm serves active and former professional athletes through an annual membership subscription priced at €5,999, which provides access to investment education — live workshops, a self-paced online course built around 5-minute video lessons, and a sports-themed investment dictionary — alongside peer-to-peer community learning and curated investment opportunities vetted through a collective deal-evaluation process requiring a minimum of five participating athletes before any investment is executed.
The core product is the Athlete Membership, delivered through a membership portal at members.joyned.capital; no proprietary technology platform beyond the website and membership infrastructure is described. Joyned also offers customized financial education programs to sports clubs as a separate B2B service line, and makes collective investments in sports-tech startups through Special Purpose Vehicles (SPVs), typically committing €150-250K per deal to companies with at least €20K in monthly recurring revenue. The disclosed portfolio spans eight companies across wearable technology, men's health, biotechnology, real estate, mental fitness, personal care, urban mobility, and AI-powered sports sensors.
Revenue is generated primarily through recurring membership subscriptions, with secondary potential upside from investment returns generated by SPV-backed portfolio investments — although no realized returns are disclosed. Go-to-market is community-led, driven by athlete testimonials, intra-network referrals, and partnerships with sports clubs. The company is led by Founder & CEO Jason Esseboom and Co-founder & Head of Ops Benjamin St. Juste, alongside five athlete Founding Partners (Robin Haase, Jeremiah St. Juste, Calvin Jong-A-Pin, Willie Overtoom) and Edson Braafheid as Ambassador for Athlete Education, and operates with a team of 1–10 employees.
Joyned Capital firmographics
Firmographics- Name
- Joyned Capital
- Legal name
- Joyned Capital
- Website
- https://joyned.capital
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Joyned Capital is an Amsterdam-based private investment firm operating a subscription-based community platform that provides professional athletes with investment education and curated collective investment opportunities in sports-tech startups via SPVs.
- Ownership category
- akta.pro rank
Joyned Capital industry classification
Industry- Product category
- Athlete Financial Education & Investment Community
- NAICS
- Open-End Investment Funds (525910)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Athlete Financial Management & Wealth Advisory (Tax, Accounting, Investment) (MPAKAMAG)
- akta.pro secondary industry
- Athletics Fundraising, Sponsorships & NIL Support (EDALAIAN)
Keywords
Where Joyned Capital is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Joyned Capital business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Athlete Membership Subscription: Annual membership subscription at €5,999 per year, providing unlimited access to investment education, live workshops, online courses, investment dictionary, exclusive investment opportunities, and community access. Membership is by invitation only and strictly personal.
- Investment Returns: The company generates returns through collective investments in sports-tech startups. They invest €150-250K per deal through SPVs (Special Purpose Vehicles) where the community invests as a collective. Investment criteria include startups with €20K MRR in the sports ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Athlete Membership |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Joyned Capital product offering
Product offeringCore offering
Joyned Capital operates a community-led investment education and collective investment platform for professional athletes. Members pay €5,999/year for access to investment education (live workshops, online courses, sports-themed investment dictionary) and to participate as a collective in sports-tech startup investments through SPVs (€150–250K per deal, minimum five athletes). The company also sells customized financial education packages to sports clubs.
Product overview
Joyned Capital is a community platform for athlete investors that operates as a unified offering combining investment education services with collective investment opportunities. The core product is the Athlete Membership subscription (€5,999/year), which provides access to live workshops, a self-paced online course with 5-minute video lessons, an investment dictionary with sports-themed explanations, peer-to-peer learning through a vibrant athlete investor community, and exclusive startup investment opportunities. The company also offers specialized Club Financial Education Programs as a separate service for sports organizations seeking to educate their athletes about investing.
Differentiator
Problem solved
Functional benefit
Products and services
- Joyned Capital Athlete Membership Annual subscription at €5,999/year providing professional athletes with unlimited access to investment education (live workshops, self-paced online course, sports-themed investment dictionary), an invitation-only athlete investor community for peer learning and collective deal evaluation, and curated access to collective startup investment opportunities through SPVs. Membership is strictly personal, non-transferable, and limited to current and former athletes.
- Club Financial Education Programs Customized educational packages for sports clubs that combine live workshops and self-paced online courses to deliver investment education to their athletes. Positioned as part of holistic athlete development and life-after-sports preparation.
Quantifiable outcome
- 65% of retired footballers would've loved more financial education during their careers
Companies that use Joyned Capital
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Joyned Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Joyned Capital partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Joyned Capital competitors and assessment
Company assessmentEmerging players
- Titan: Titan combines investment education, managed strategies, and community for retail investors. Comparable to Joyned's subscription-based blend of education, curated access, and investor community.
- Stash: Stash is a subscription-based financial education and investing platform for retail users. Comparable to Joyned's education-plus-investing subscription model, but targeting the mass market rather than athletes.
- Masterworks: Masterworks democratizes access to an alternative asset class (art) through education and pooled investments. Comparable in combining accessible education with pooled deal access, though in a different asset vertical.
- Ellevest: Ellevest is a mission-driven investment and financial education platform targeting an underserved demographic (women). Similar to Joyned's demographic-focused education-plus-investing subscription model.
Direct peers
- HYPE Sports Innovation: HYPE is a sports-tech investment and innovation platform connecting sports startups with investors. Directly comparable to Joyned's sports-focused startup scouting and investment activity.
- AngelList: AngelList pioneered the syndicate/SPV structure that lets groups of investors pool into startup deals. Joyned's community-as-investor model and SPV mechanics are conceptually similar to AngelList's syndicates.
- SeedInvest: SeedInvest provides pooled startup investment access to a curated community of investors. Comparable to Joyned in offering vetted, community-financed startup deals, though targeting a broader retail audience.
- Wefunder: Wefunder is a community-led equity crowdfunding platform where groups invest together in startups. Its community-driven deal evaluation and pooled investment structure parallel Joyned's athlete collective approach.
- Republic: Republic operates a community-based investment platform allowing groups to pool capital into curated startup deals — closely mirroring Joyned's SPV-based collective investing model, but for a general retail audience rather than athletes.
Others
- Sporttechie: Sporttechie is the leading sports-tech media and information platform covering the same sports-tech ecosystem that Joyned invests in. It is a complementary ecosystem participant, not a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Joyned Capital social profiles
Digital presenceJoyned Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joyned Capital leadership team
Management profileNumber of profiles
Profiles7 records
Joyned Capital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joyned Capital M&A and investment
M&A and investmentM&A
Investments4 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joyned Capital
What does Joyned Capital do?
Joyned Capital operates a community-led investment education and collective investment platform for professional athletes. Members pay €5,999/year for access to investment education (live workshops, online courses, sports-themed investment dictionary) and to participate as a collective in sports-tech startup investments through SPVs (€150–250K per deal, minimum five athletes). The company also sells customized financial education packages to sports clubs.
Is Joyned Capital a public or private company?
Joyned Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Joyned Capital founded?
Joyned Capital was founded in 2021. It employs 1 to 10 people.
Where is Joyned Capital based?
Joyned Capital is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Joyned Capital make money?
Two revenue lines are on record. Athlete Membership Subscription is the primary driver. The others are investment Returns.
Who are Joyned Capital's main competitors?
Emerging players on record are Titan, Stash, Masterworks and Ellevest. Direct peers are HYPE Sports Innovation, AngelList, SeedInvest, Wefunder and Republic. Sporttechie is listed as an others.
Does Joyned Capital have an API?
No public API is recorded for Joyned Capital.
What industry is Joyned Capital in?
Joyned Capital's product category is Athlete Financial Education & Investment Community. Its primary akta.pro industry code is MPAKAMAG, Athlete Financial Management & Wealth Advisory (Tax, Accounting, Investment), with a secondary code of EDALAIAN, Athletics Fundraising, Sponsorships & NIL Support. Its NAICS code is 525910 and its SIC code is 6282.