The Profluence Pod 🌐

Jorrit DeVries is the Director of the Netherlands Business Support Office in Los Angeles (NBSO LA), an official trade office operating under the Dutch Ministry of Foreign and Economic Affairs. A former startup CEO and corporate executive with over two decades of international business experience, Jorrit works directly on the ground in California to bridge the gap between Dutch technology enterprises, US markets, and local government stakeholders.

The Netherlands Business Support Office (NBSO) is a global network of trade offices established by the Dutch government to foster bilateral trade and economic growth in key international hubs. Operating out of Venice, California, NBSO LA acts as a strategic bridge for over 150 Dutch companies entering Southern California, with a specialized focus on sports technology, media, life sciences, and urban development.

Jorrit explores how the Netherlands is leveraging Los Angeles’s upcoming "Decade of Sports", highlighted by FIFA World Cup matches and the 2028 Olympic Games—as a launchpad for international business growth. They discuss the differences between US and European venture landscapes, the mechanics of soft-landing foreign startups in California, and why international trade representation is becoming a key driver in the modern sports economy.

Podcast Chapter:

02:43 The Role of the Netherlands in Global Trade

05:19 Establishment and Growth of MBSO in LA

07:59 Support for Dutch Companies in the US

10:33 Criteria for Dutch Companies to Enter the US Market

13:22 Sports Industry Opportunities in LA

15:55 Cultural Differences in Business Practices

18:36 Trends and Future Opportunities in the Sports Sector

21:17 Conclusion and Resources for Dutch Companies

Jay Ciccarone is a veteran inventor and product innovator with decades of experience spanning golf club manufacturing, consumer goods, and wearable performance technology. Driven by a passion for functional movement and sports science, Jay holds multiple patents centered around soft-weighted resistance technology designed to enhance athletic training, build targeted muscle strength, and assist in physical rehabilitation.

His company, Lace Up, is a pioneer in weighted sports gear and wearable technology, offering a complete head-to-toe lineup of flexible resistance equipment. What began as a soft-weighted wrap for lacrosse sticks and baseball bats has expanded into weighted compression arm and calf sleeves, weighted footwear accessories, and the Heavy Hat—a targeted neck-strengthening tool used to build cervical resilience and lower concussion risks across contact sports and auto racing.

In this episode of the Profluence Podcast, host Andrew Petcash sits down with Jay to explore how Lace Up evolved from a niche sports accessory into a multi-use wearable platform trusted by professional sports leagues, medical rehabilitation patients, and NASA. They dive into the mechanics of low-load resistance, how to spot unexpected market fits like Irish dance studios, and the key principles of scaling an physical product line without over-extending inventory.

Podcast Chapters:

02:05 The Evolution of Weighted Sports Equipment

06:31 The Importance of Neck Strength in Sports

08:07 The Rise of Weighted Resistance Training

10:43 Innovating for Different Markets

15:01 Customer Service and Go-to-Market Strategies

18:19 Balancing Innovation and Product Management

20:31 The Science Behind Product Development

24:40 Learning from Customer Feedback

29:53 Future Goals and Market Trends

31:00 Emerging Trends in Fitness and Wellness

Jovany Ruiz is Co-Founder of Friday Stairs, a rapidly growing free weekly fitness ritual and community movement built on democratizing health and wellness.Ruiz shares his story from growing up in a 127-person village in Puerto Rico to playing Division I college football and track at the University at Buffalo, pursuing the NFL, and enduring seven knee surgeries. He details how overcoming adversity led him to realize that sports were merely a vehicle for his true purpose: building fellowship, leading without ego, and creating uplifting communities.The conversation dives deep into how Friday Stairs grew from an informal Tampa gathering into a waitlisted movement scaling to 50+ major U.S. cities, how to maintain authentic culture while monetizing through brand partnerships, and why "the stairs" represent the personal adversity everyone faces.Podcast Chapters: 01:01 Roots in Puerto Rico and Early Life02:45 The Pursuit of Sports and Personal Growth06:06 The Realization of Purpose Beyond Sports09:50 Defining Community and Leadership12:33 The Mission of Friday Stairs15:10 Balancing Community and Business19:07 Scaling and Expanding Friday Stairs22:15 Leveraging Sports and Influencers24:43 Lessons Learned from the Community27:05 Staying Grounded as a Leader

Eyal Arad (Co-Founder & CEO) and Amos Varon (Chief Business Officer) of Ripple Analytics (formerly Videocites) ulock the Hidden 80% of Social Media Value in Sports. They explore the shifting landscape of sports media and social media intelligence, discussing how rights holders, sports properties, and global brands can track the full value of user-generated content (UGC) and earned media far beyond their owned channels.

Arad and Varon share the origin story of Videocites starting as an anti-piracy video-tracking technology in 2014 and its strategic pivot into an AI-powered social media intelligence platform. Drawing on Arad’s two decades in product development and Varon’s background leading partnership revenue at Madison Square Garden, BSE Global, and NASCAR, they break down why 80% of digital engagement happens outside official channels. The discussion covers leveraging super fans over mega-influencers, avoiding misleading metrics like raw impressions, and utilizing predictive AI to drive real revenue.

Podcast Chapters:

• 02:52 - Amos Varon's Transition from MSG & NASCAR to Sports Tech
• 04:02 - Eyal Arad on the Pivot: From Anti-Piracy to Harnessing Fan UGC
• 05:48 - Evaluating Social Metrics: Beyond Followers and Standard Likes
• 08:21 - The Tip of the Iceberg: Owned Channels vs. Earned UGC Reach
• 09:59 - How Emerging Leagues & Younger Audiences Consume Clip-Driven Content
• 12:18 - Turning "Pirates" into Brand Ambassadors & Fan Creators
• 13:25 - Influencer Marketing Debate: Mega Influencers vs. Authentic Super Fans
• 15:36 - Insights & Engagement Trends from FIFA World Cup & Major Events
• 18:12 - Sports vs. Non-Sports Brands: How Content Strategies Compare
• 22:40 - The Evolution of Athlete Personal Brands & UGC Monetization
• 24:05 - The Future of Social Intelligence: Predictive AI & Fan Engagement
• 27:45 - Rapid Fire: Undervalued Platforms & Overrated Metrics

Adam Sloustcher is the Co-Chair at Fisher Phillips, a leading labor and employment law firm. Sloustcher shares his journey from elite youth soccer at the U.S. Soccer Residency Program (IMG Academy) and playing Division I soccer at UNC Chapel Hill and Loyola Marymount University, to signing with the San Jose Earthquakes before transitioning into a legal career focused on labor and employment law.Sloustcher outlines how Fisher Phillips navigates employment and workplace law in the sports landscape, covering risk mitigation, cross-jurisdictional compliance, and proactive human resources management. He details how sports organizations, high-growth startups, and sports tech ventures manage labor regulations, implement workplace safety protocols, navigate state-level AI regulations, and lay compliant structural foundations. The discussion also covers scaling law office operations, corporate culture, and balancing executive output with family life.Podcast Chapters:01:26 - Adam's Origin Story: From AAU Basketball to Elite Youth Soccer03:11 - The Residency Program & D1 College Soccer at UNC & LMU04:39 - Life After Pro Soccer & Transitioning to Law06:51 - How an Athletic Background Shapes Legal Consulting09:48 - Navigating AI, Compliance, and Changing Regulations in Sports Tech13:39 - Who Fisher Phillips Serves: Early-Stage Startups to Pro Franchises18:43 - Scaling the Dallas Office & Client-Centric Growth Strategy20:32 - Redefining ROI: Return on Impact vs. Return on Investment25:35 - How to Connect with Adam Sloustcher & Fisher Phillips

Joel Bar-El is a tech entrepreneur, co-founder, and CEO of Swish. Bar-El previously co-founded Trax, a retail computer vision platform that grew into a multi-billion-dollar unicorn after raising over $1 billion in primary and secondary capital. Drawing on his lifelong involvement in basketball as a player and Israeli league referee, Bar-El has now turned his attention to transforming sports technology through low-cost sensor integration.Swish turns standard basketball courts into smart courts using self-installed LiDAR and computer vision sensors mounted to the backboard. Instead of requiring personal wearables or expensive enterprise camera arrays, the system uses on-device facial recognition to track player biometric data directly on their mobile devices while recording ball trajectory, shot arc, release speed, and biomechanical analytics. Bar-El discusses the company’s B2B2C deployment strategy across schools, academies, and community centers, its inclusion in the NBA Launchpad program, and his design philosophy around global leaderboards, remote challenges, and real-world gamification. He also reflects on founder discipline, navigating venture capital, and the realities of scaling and exiting a tech unicorn.Podcast Chapters:02:18 Fundraising Insights and Authenticity04:07 Market Opportunity in Basketball Technology05:33 The Swish Experience: Player Identity and Performance08:41 Gamification and Real-World Participation10:20 B2B2C Approach and Future Consumer Market11:26 NBA Launchpad and Global Expansion13:25 Focus on Basketball: The Path Forward14:56 Creating a Global Basketball Community17:05 Player Behavior Insights from Initial Launch18:39 Global Market Differences in Sports Tech Adoption20:16 Democratization of Player Performance22:40 Leveraging Data for Player Development23:47 Future Plans and Funding for Swish

London-born entrepreneur Jonah Lowenstein, co-founder and CEO of Aurora, dropped out of the University of St. Andrews at age 19 during the COVID-19 pandemic to pursue his passion for hyper-performing living. After launching and scaling multiple ventures, Lowenstein teamed up with the founder of the world’s largest digital concierge to build Aurora, a 24/7 "lifestyle operating system" backed by over $10 million in venture funding and powered by a global team across London, New York, and Los Angeles.

Designed as an AI-enabled "global insider in your pocket," Aurora serves a high-performing community of professional athletes, premier founders, and family offices. The platform combines real-time human expertise with proactive AI agents that ingest biometric data from wearables like Whoop and Oura, scheduling personalized travel, high-end wellness access, and exclusive experiences in under a minute. By replacing fragmented, high-friction concierge services with a seamless digital interface, Aurora allows top performers to master the art of living without sacrificing health, relationships, or business performance.

Jonah Lowenstein explores the mechanics of high-performance living and how Aurora is building a new category of third-space membership. Lowenstein breaks down the strategic value of "life architecting," why Aurora relies on 60-minute intake interviews to train its AI, and how the company applies a strict "truth-seeking" culture. 

Podcast Chapters:

03:39 The Concept of a Lifestyle Operating System

06:05 Understanding High Performance Living

09:17 Personalization in Service for High Performers

12:12 Building Trust with High Net Worth Clients

16:11 The Importance of Co-Founders and Team Dynamics

17:30 Diverse Approaches to Problem Solving

20:47 The Importance of Truth Seeking

22:06 Maintaining Discipline in Business

25:03 Experiencing Unique Opportunities

28:41 Future Vision for Aurora

31:36 Integrating Sports and Wellness

Former Marine Corps F-18 and F-5 pilot Tim "Monk" Miller spent nearly 25 years in the skies, graduating from Top Gun, commanding a fighter squadron, and serving as an instructor pilot. Following his military retirement and a transition through business school, Miller set out to capture the high-stakes intensity, process improvement, and raw skill of fighter aviation for a global audience. Drawing inspiration from top-tier flight simulators and modern esports, he founded the Strike Fighter League (SFL) to bridge the gap between physical aviation and digital competition.The Strike Fighter League operates as a high-octane crossover between Top Gun, F1, and the UFC, sportifying air combat through two core verticals: the Online Tournament Series (OTS) and the Live Professional Series (LPS). Designed to push human limits, SFL competitions range from global digital trials to full-motion, high-G simulator rigs equipped with flight suits, oxygen mask surrogates, and real-time algorithmic telemetry scoring. By standardizing aerial combat skill sets into data-driven equations, the league provides a transparent, accountable platform for virtual aviators, top-gun graduates, and sim enthusiasts to test their mettle.Tim "Monk" Miller explores the technology, structure, and vision behind the Strike Fighter League. Miller breaks down how the SFL leverages defense-grade spatial hardware and simulator environments like DCS, the potential for hardware-agnostic brick-and-mortar competition hubs, and how the league is creating new STEM pathways for the next generation. Podcast Chapters:01:15 - Meet Tim "Monk" Miller: From TOPGUN to Sports Founder 03:56 - Transitioning from Marine Corps Flight Suit to Civilian Entrepreneur07:36 - What is the Strike Fighter League? (Top Gun Meets UFC & F1) 08:37 - The Two Formats: Online Tournament Series vs. Live Professional Series 10:51 - Who Can Compete? Amateurs, Sim Savants & TOPGUN Graduates 13:38 - How Competition Works: Trials (Speed, Precision, Accuracy) 18:38 - Spectator Experience: Streaming Live on Twitch & YouTube 20:28 - Full Motion Rigs, Centrifuges & High-G Combat Hardware28:11 - Applying Military debriefing & B-School Theory to Raising Capital

Former 35-year high-finance executive turned sports entrepreneur Tim Klitch has built a career around community, competition, and racket sports. Growing up in a Midwestern family where sports served as a path out of poverty, Klitch went from walking on to the Division I tennis team at Miami University to holding an ATP world ranking. Over his three-decade banking career, Klitch uniquely leveraged sports as a core business development tool, ultimately channeling that commercial expertise into the modern racket sports boom as an original founding investor in Major League Pickleball (MLP).

Austin Pickle Ranch stands as a premier indoor pickleball destination built on the concept of the "un-country club." Designed to strip away the rigidity, elitism, and high financial barriers of traditional private clubs, the facility serves as an inclusive community hub in Austin, Texas. By combining accessible open-play programs, structured DUPR-rated competition, and beginner greenhorn clinics, Austin Pickle Ranch creates a welcoming environment for players of all backgrounds, skill levels, and walks of life.

Klitch breaks down his journey from banking to MLP investor, explains why pickleball is the ultimate business networking sport, and shares how Austin Pickle Ranch is building a lasting, community-first legacy. The two also touch on the "Wild West" early days of Major League Pickleball, the mechanics of open play, and the story behind Klitch's signature cowboy hat.

Podcast Chapters:

00:26 Introduction to Tim Klitch and Pickleball

07:14 The Journey into Pickleball

13:11 The Appeal of Pickleball vs. Tennis

20:24 Founding Major League Pickleball

26:56 The Austin Pickle Ranch and Community Impact

Former professional ice hockey executive turned sports administrator Phil Andrews has built a reputation as one of the most innovative leaders in the Olympic movement. After nearly a decade transforming USA Weightlifting as its CEO, Andrews took the helm at USA Fencing, bringing a growth-oriented, entrepreneurial approach to National Governing Bodies (NGBs). Known for his scrappy marketing tactics and operational modernization, Andrews specializes in taking niche sports, turning them into high-performing commercial entities, and preparing them for the global stage.USA Fencing serves as the official national governing body for the Olympic and Paralympic sport of fencing across the United States. Operating at the intersection of grassroots participation and elite international competition, the organization oversees more than 400 sanctioned events annually, including massive national tournaments hosting tens of thousands of attendees. By implementing forward-thinking membership models, scalable digital broadcast infrastructure, and targeted brand partnerships, USA Fencing works to drive sport adoption from local grassroots clubs all the way to the Olympic podium.Phil Andrews explores the modern business of Olympic sports and NGB governance. Andrews outlines the unique mechanics of participatory sports media, highlighting how USA Fencing streams over 100 active strips simultaneously to serve its D2C audience.Podcast Chapters:04:26 Understanding National Governing Bodies in Sports09:53 The Role of Nonprofits in Sports13:25 Growing Membership and Engagement in Fencing19:22 Direct-to-Consumer Models in Sports26:58 Building Brand Partnerships and Revenue Streams33:46 Emerging Trends in the Sports World