Goodform
Goodform is a UK-based sports CRM agency founded in 2002 that helps sports and fan-based organizations deepen fan engagement through data analytics, journey mapping, and personalization. The privately held Warwick-based firm serves as a vertical specialist in fan relationship management.
- Company typePrivate
- Founded2002
- HeadquartersWarwick, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
Goodform firmographics
Firmographics- Name
- Goodform
- Website
- https://goodformgroup.co.uk
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Goodform is a UK-based sports CRM agency founded in 2002 that helps sports and fan-based organizations deepen fan engagement through data analytics, journey mapping, and personalization. The privately held Warwick-based firm serves as a vertical specialist in fan relationship management.
- Ownership category
- akta.pro rank
Goodform industry classification
Industry- Product category
- Sports Marketing Services
- NAICS
- Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)
- akta.pro secondary industry
- Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)
Keywords
Where Goodform is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Goodform business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Marketing channels2 records
Goodform product offering
Product offeringCore offering
Goodform is a sports CRM agency that helps sports organizations understand who their fans are, how they engage, and what they care about, then translates that understanding into deeper fan connections, meaningful fan journeys, and lasting commercial impact. The agency works with sports and fan-based clients to apply demographic insight, engagement analytics, and journey design, functioning as an outsourced fan engagement partner rather than selling a packaged software product.
Differentiator
Problem solved
Functional benefit
Companies that use Goodform
Customer profileSegments1 record
Ideal customer profiles1 record
Goodform technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Goodform competitors and assessment
Company assessmentDirect peers
- Stats Perform: Stats Perform is a sports data and AI company serving leagues, media, and betting operators with data feeds, analytics, and integrity services. It is comparable to Goodform in the sports data and analytics layer of fan engagement, though its primary customers skew toward media and betting rather than fan-CRM.
- Deltatre: Deltatre is a sports technology company providing digital, data, and fan engagement solutions to rights holders, leagues, and broadcasters. It overlaps directly with Goodform in fan data, personalization, and engagement services for sports organizations, though it operates at significantly larger scale and with a heavier technology stack.
- Two Circles: Two Circles is a UK-based sports marketing and data agency that helps sports organizations grow revenue through fan data, CRM, and audience engagement. It is the closest direct competitor to Goodform given its sports-CRM focus, UK footprint, and similar service mix around fan data analytics and journey design.
- Mail Metro Media: Mail Metro Media operates sports and lifestyle marketing solutions in the UK, including fan engagement campaigns for major sports properties. It competes with Goodform for sports-organization marketing and CRM budgets in the UK market and shares a similar agency-style services model.
Others
- Catapult Sports: Catapult Sports provides athlete tracking, performance analytics, and fan engagement technology to professional teams and leagues. It is adjacent to Goodform through its sports data and fan-facing products, though its core focus is on-team performance rather than fan CRM.
- ChyronHego: ChyronHego provides broadcast graphics, sports data, and real-time visualization tools used by leagues, broadcasters, and venues. It is an adjacent peer to Goodform through the sports data and fan-experience ecosystem rather than direct competition in CRM services.
Broad incumbents
- SPORTFIVE: SPORTFIVE is a global sports marketing agency handling sponsorship, media rights, and fan engagement for major sports rights holders. It is comparable to Goodform as a sports-focused marketing services firm but operates globally and at a meaningfully larger scale.
- Endeavor (IMG): Endeavor, owner of IMG, is a global sports and entertainment company offering rights, events, and brand engagement services. Its sports properties business overlaps with Goodform's sports fan engagement offering but at significantly larger scale and as part of a much broader portfolio.
- Wasserman: Wasserman is a global sports, music, and entertainment marketing agency with services spanning consulting, fan engagement, and brand partnerships. It overlaps with Goodform on sports fan engagement strategy and execution but operates across a far wider service portfolio.
- Octagon: Octagon is a global sports marketing agency offering sponsorship consulting, athlete management, and fan engagement services to brands, leagues, and federations. It competes with Goodform in the sports fan engagement space but at a much broader portfolio level and global scale.
Market position
Customer concentration
Goodform social profiles
Digital presenceGoodform financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodform leadership team
Management profileNumber of profiles
Goodform funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodform M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Goodform
What does Goodform do?
Goodform is a sports CRM agency that helps sports organizations understand who their fans are, how they engage, and what they care about, then translates that understanding into deeper fan connections, meaningful fan journeys, and lasting commercial impact. The agency works with sports and fan-based clients to apply demographic insight, engagement analytics, and journey design, functioning as an outsourced fan engagement partner rather than selling a packaged software product.
When was Goodform founded?
Goodform was founded in 2002. It employs 11 to 50 people.
Where is Goodform based?
Goodform is headquartered in Warwick, United Kingdom, in the Europe region.
Who are Goodform's main competitors?
Direct peers on record are Stats Perform, Deltatre, Two Circles and Mail Metro Media. Others are Catapult Sports and ChyronHego. Broad incumbents are SPORTFIVE, Endeavor (IMG), Wasserman and Octagon.
Does Goodform have an API?
No public API is recorded for Goodform.
What industry is Goodform in?
Goodform's product category is Sports Marketing Services. Its primary akta.pro industry code is MPAKAKAO, Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development), with a secondary code of MPAAALAH, Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research). Its NAICS code is 5418 and its SIC code is 7310.