The Profluence Pod 🌐

Former Counter-Strike professional turned tech executive Jonas Gundersen has built a career navigating high-growth, fast-changing industries. From quitting school at 16 to compete globally, to coaching poker, scaling SaaS startups in San Francisco, and taking Ninjas in Pyjamas public on the NASDAQ as COO, Jonas's journey reflects the modern operator's playbook. Today, as Founder and CEO of Fusion Esports Group, he is leveraging his background across competitive gaming and software to pioneer a new, sustainable investment model for the gaming ecosystem. Fusion Esports Group was created to solve the unit-economic breakdowns currently facing traditional esports. Rather than relying on fragile venture capital dynamics or massive cash burn, Fusion operates as a micro-private equity holding company focused on acquiring distressed or severely undervalued assets. A year ago, Fusion made waves by acquiring the legendary Danish organization Astralis—four-time World Champions in Counter-Strike—stabilizing the business to profitability and setting a precedent for disciplined operations in gaming culture.Jonas unpacks how the business of gaming is evolving and why consolidation is the future. They dive into Fusion’s Multi-Club Ownership (MCO) strategy, modeled after groups like Fenway Sports Group and City Football Group, and discuss how holding companies can acquire team brands, creator channels, and high-margin product offerings to convert fan attention into sustainable, $50M+ profitable enterprises.

Podcast Chapters:02:28 - From Professional Counter-Strike to Serial Builder

04:26 - Aging Out of Gaming Skills vs. Transitioning to Business

07:45 - The Micro-PE Playbook: Acquiring Distressed Gaming Assets

09:49 - Why Fusion Acquired 4x World Champions Astralis

12:38 - Understanding Astralis: Legacy, Roster, & Counter-Strike Ecosystem

15:25 - The Global Esports Circuit: Travel, Federations, & Viewership Scale

19:27 - The Multi-Club Ownership Model (FSG & City Football Group for Gaming)

22:22 - The Kylie Jenner Playbook: Turning Attention into $50M Products

26:05 - Where to Follow Jonas & Fusion Group

Rob Gough is a serial entrepreneur, investor, actor, and high-profile sports asset collector known globally for his sharp eye for market inefficiencies. He made international headlines after purchasing a 1952 Topps Mickey Mantle rookie card for a record-breaking $5.2 million—a trophy asset that has since quadrupled in valuation. With a career defined by successful exits across tech and retail, Rob’s overarching investment strategy centers on identifying undervalued, historic assets with massive growth potential before the broader market recognizes their true worth.His latest move is the acquisition of the World Jai Alai League, stepping into ownership just as professional jai alai celebrates its 100th anniversary in Miami. Rather than launching a new sport from scratch, Rob chose to acquire an established property that already possesses rich history, media distribution, and legal live wagering across 25+ states. Under his leadership, the league is replacing temporary team leases with a deliberately limited, permanent franchise model, transforming temporary slots into city-aligned teams backed by long-term strategic investors, upgraded commercial infrastructure, and modernized venue hospitality.In this episode,Rob unpacks the strategic playbook behind acquiring underdeveloped sports IP and building long-term equity. They discuss how pattern recognition in alternative assets applies to professional sports ownership, why buying an existing league with built-in gaming integrations beats starting from zero, and how Rob plans to elevate jai alai into a global media phenomenon through a "fans-first" entertainment model, celebrity partners, and an upcoming streaming reality series.Podcast Chapters:02:49 Rob Gough's Journey and Investment Background05:51 The Value of High Lie and Market Opportunities08:56 Building a Media Property and Fan Engagement11:59 Team Structure and Ownership Opportunities14:47 Embracing Miami Culture and Community Engagement17:51 Technology and Innovation in High Lie21:01 The Role of Gambling in Fan Engagement23:55 Player Development and Recruitment27:04 Creating Memorable Fan Experiences29:55 Looking Ahead: The Future of High Lie

Alexandre Dreyfus is the CEO and founder of Chiliz. With over 30 years as an internet entrepreneur, Alexandre shares how Chiliz built a global ecosystem connecting over 80 major sports properties, including Paris Saint-Germain, FC Barcelona, Manchester City, and top South American clubs, through fungible fan tokens and blockchain infrastructure.Alexandre unpacks the operational realities of scaling a sports-fintech platform over the last eight years. He addresses the key differences in regulatory landscapes between the US and the rest of the world, detail-sharing Chiliz's strategic $80M investment across major US leagues (NBA, NFL, MLS) and its ultimate pivot toward US collegiate sports. The conversation delves into Chiliz's new "SportsFi" strategy, transitioning from pure utility-based loyalty tokens to fractional ownership and social equity models.Alexandre also discusses how sports assets serve as an emotion-driven asset class resilient to AI disruption, the launch of Chiliz's initial college athletic partnerships that channel token revenue directly into NIL pools, and the company's "2030 Manifesto." Alexandre offers valuable insights for founders on maintaining discipline, remaining self-funded, navigating market shifts, and keeping brand integrity at the forefront when managing billion-dollar sports properties.Podcast Chapters:01:30 Alex Dreyfus's Background and Journey03:11 The Concept of Fan Tokens and Engagement04:20 Challenges in the US Market and Regulation04:58 The 2030 Vision and Evolving Product Suite07:37 Global Adoption vs. US Resistance10:31 Education and Community Engagement12:57 Transitioning to Ownership and Equity15:26 Chili's Chain and Its Unique Position17:56 The Future of Sports Teams as Financial Ecosystems20:42 Opportunities in Youth Sports and College Teams22:51 Market Challenges and Competition24:48 Funding Strategies and Future Growth27:11 Key Takeaways and Future Directions

Scott DeRue is the CEO of The Ironman Group, the world's largest organizer of participation sports. Prior to leading Ironman, Scott served as President of Equinox, where he oversaw luxury fitness operations, and spent years as Dean of the Ross School of Business at the University of Michigan. His career spans corporate executive leadership, higher education, and high-altitude mountaineering, including summitting Mount Everest and completing the Seven Summits, bringing a unique perspective on human performance, community-building, and experiential marketing to the global endurance sports landscape.The Ironman Group operates a massive portfolio of mass-participation endurance brands spanning triathlon, road running, trail running, and mountain biking. With over 230 events across more than 50 countries each year, the business reaches hundreds of thousands of athletes annually through flagship properties including Ironman, Ironman 70.3, the UTMB World Series, the Rock 'n' Roll Running Series, and the Epic Series. Under Scott’s leadership, the organization is capitalizing on major macro trends: the shift toward experience-based discretionary spending, surging investment in longevity and health, and the rise of global sports tourism.Scott explores how The Ironman Group manages a complex global supply chain of endurance events while deepening year-round consumer engagement. Scott details the economics behind race registrations, non-endemic corporate sponsorships, and municipal partnerships—highlighting flagship events like the Ironman World Championship, which generates up to $150M in local economic impact. Podcast Chapters:01:54 The Evolution of Fitness and Ironman’s Role07:56 Trends in Health, Wellness, and Experiences09:43 Building Community and Shared Identity15:46 Creating a Pipeline for Participation20:55 Business Model and Future Growth Strategies26:17 Professionalizing Endurance Sports31:17 The Elite Athletes of Ironman

Dean Braccia is the CEO and founder of Marquee, an AI-native operating system designed to transform how professional sports clubs handle recruitment, squad planning, and talent analysis. Dean brings a multi-exit entrepreneurial track record to the table, having previously built and exited an ad-tech company operating in the mobile user acquisition space. Beyond his software background, Dean is a diehard sports enthusiast and manager of the Israeli Arsenal fan community, a 7,000-member network where his passion for analyzing transfer window rumors, match tactics, and scouting data first sparked the blueprint for Marquee.

Frustrated by the disconnect in professional sports scouting—where clubs drown in three to ten siloed data sources and over 60% of player transfers fail, Dean and his team built Marquee to serve as an intelligent decision layer. Backed by $6.5 million in seed funding, Marquee leverages 12 proprietary AI and machine learning models to automate up to 75% of the recruitment workflow. The platform translates complex data points into contextual, natural-language insights, helping clubs evaluate physical, mental, and financial fit, simulate squad lineups, and streamline internal player development.

Podcast Chapters:

01:07 Dean's Journey and Passion for Sports

08:03 Understanding Marquee: The AI Native Operating System

14:11 Data Context and Club Integration

17:44 Governance and Security in Competitive Markets

21:34 Raising Capital: Insights for Founders

25:46 Future Vision and Market Adaptation

Amanda Gunville is a football insider turned founder helping women understand American football with confidence, clarity, and connection. Amanda spent over twenty years working in and around professional American football, including collaborating alongside legendary sports agent Leigh Steinberg, the real-life inspiration behind Jerry Maguire, whose iconic clients include Troy Aikman, Steve Young, Warren Moon, Ben Roethlisberger, and Patrick Mahomes.

After stepping away from the sport during a personal 2.5-year cancer journey, during which she authored a book now distributed across 45 cancer hospitals, Amanda returned to American football with a new perspective. She realized how many smart, capable women feel excluded or overwhelmed by the game, not due to a lack of interest or intelligence, but because football was never taught in an accessible, welcoming way. That insight inspired her to launch Champ Era and its flagship program, the Football Fluency Method, a confidence-driven sports education platform designed to guide women from confusion to clarity and from watching to truly understanding the game.

Amanda shares what elite sports environments teach about pressure, identity, and performance. Amanda shares how sports fluency fosters belonging and social connection, breaks down Champ Era's step-by-step educational model and university/high school partnerships, and discusses the rise of flag football, brand opportunities, and her multi-sport vision for the platform.

Podcast Chapters:

01:13 Amanda's Journey Through Cancer and Its Impact

05:47 Finding Purpose Through Adversity

11:12 Building Champera: A Platform for Football Fluency

16:09 Creating Confidence Through Consistent Learning

20:56 Engaging Women in Football: Strategies and Partnerships

23:05 Vision for the Future: Expanding Champera's Reach

26:28 The Role of Flag Football in Champera's Mission

28:51 Final Thoughts and Call to Action

Paul Coggiola is the President of Creator at LIFT Management. Born and raised in Plano, Texas, Paul grew up a passionate sports fan before starting his career in the trenches of sports ticket sales and team partnerships with the Houston Dynamo and the University of Texas at Austin. Moving to Los Angeles, Paul transitioned into entertainment, starting in the mailroom at CAA (Creative Artists Agency) and working with top-tier athletes, including UFC fighters, MLB players, and Shohei Ohtani upon his arrival in the U.S.Seeing the shifting digital landscape, Paul ventured into gaming and live streaming in 2018, joining esports organization Echo Fox and later representing premier Twitch streamers and YouTubers at United Talent Agency (UTA). At UTA, he spearheaded the launch of the agency's dedicated sports creator roster, bridging the gap between digital content creators and traditional sports media. Today, at LIFT Management, Paul leads the creator division to help talent scale their IP, build sustainable long-term brands, and navigate multi-platform opportunities beyond simple transactional brand deals.Paul Coggiola explores how creators and athletes are converging at global tentpole events like the World Cup. Paul breaks down why LIFT focuses on depth of engagement and 30-day value retention over vanity follower counts, how the firm identifies rising talent across platforms like YouTube and Twitch, and why human connection remains the irreplaceable element in an era of AI content tools. He also shares insights on creator-led IP, executive thought leadership, and what it takes to build a modern talent brand.

Podcast Chapters:

• 01:01 - Origin Story: From Texas Sports Fan to Ticket Sales in Houston & Austin

• 03:32 - Landing at CAA: Working with Shohei Ohtani & Traditional Athletes

• 04:47 - Crossing into Esports, Gaming & Twitch Live Streaming

• 05:54 - Building the Sports Creator Roster at UTA & Joining LIFT Management

• 09:15 - LIFT Creators Mission: Building Creator Brands & IP Beyond Dealmaking

• 13:34 - World Cup Reflection: Why Creators Stole the Spotlight from Athletes

• 16:06 - Sourcing Blue Ocean Talent: Moving Beyond Upstream Leaders

• 17:36 - The Role of AI in Creator Workflows & Preserving Human Connection

• 21:11 - Evaluating Creator Metrics: Why Video Views & Engagement Beat Followers

• 23:44 - The Emergence of B2B & LinkedIn Executive Creators

Asna Khan is the Head of Product at fitmatch.ai. Asna is an energetic, business-savvy product leader with over a decade of experience across product development, cross-functional strategy, analytics, and leadership in both large enterprise organizations and high-growth technology startups. Having built her expertise navigating complex ecosystems across operations, marketing, sales, and client relations, Asna now leads product strategy at fitmatch.ai, driving the expansion of 3D computer vision and body intelligence into retail, digital health, and elite athletic performance.Today, fitmatch.ai is unlocking scalable body data through its flagship 3D technology platform, QuadraScan. Using standard mobile devices without requiring expensive DEXA scans or specialized hardware, the platform captures high-fidelity anthropometrics, biomechanics, and DEXA-verified body composition in seconds. Originally pioneered in retail and 3D apparel design, fitmatch.ai is shifting how professional and youth sports organizations analyze athletes, moving beyond basic movement and jump metrics to provide objective baselines for bio-banding, maturation context, growth trajectories, and longitudinal physical change.Asna discusses fitmatch.ai’s transition from retail sizing to working directly with MLB and MLS organizations, how the platform safeguards athlete privacy by generating de-identified 3D avatars without storing photos or videos, and how integrating baseline body shape data empowers teams to better understand the physical foundation powering athletic performance.

David Wurth is the founder and CEO of PLYR and founder & publisher CSQ Magazine. David is a veteran entrepreneur and media innovator who built CSQ Media into an award-winning executive publishing, thought leadership, and high-level networking platform. Drawing from years of bringing business leaders and decision-makers together through CSQ Media and Wurth & Company, David turned his focus to sports technology to solve one of the biggest challenges facing modern leagues: engaging the next generation of sports fans.Today, David is revolutionizing fan engagement with PLYR, a sports technology platform designed to bridge the gap between player-centric fandom and live sports consumption. Recognizing that Gen Z and younger fans follow individual athletes and short-form digital moments over traditional teams or full broadcasts, PLYR captures player data through its proprietary "Player Graph." By sending real-time alerts and micro-moment notifications when players are live in action, PLYR seamlessly routes fans to live broadcasts, sports betting, and direct commerce opportunities like merchandise, tickets, and collectibles.

Podcast Chapters:

00:26 - Why In-Person Proximity Accelerates Sports Tech Business

2:13 - Navigating Category Expertise, VC & the Wildfire of NIL

3:52 - Capturing Next-Gen Fans: Following Players Over Teams

4:22 - How PLYR Monetizes Micro-Moments Across Broadcast, Betting & Commerce

4:50 - Building the "Player Graph" to Unify Siloed Athlete Data

Dylan Zane is the Vice President at Velocity Capital Management. Dylan’s career path reflects a deep-rooted passion for bridging sports, media, and business. A Westchester native and lifelong New York Yankees fan, Dylan began his career in investment banking at Rothschild & Co.’s TMT group during a period of massive consolidation across sports media rights, sports betting, and digital IP. He went on to join Evolution Media Capital, the merchant banking arm of CAA, before becoming the first employee hire at Velocity Capital Management alongside Managing Partner David Abrams.

Today, Dylan works on sourcing, evaluating, and executing growth equity and buyout deals across the sports, media, and entertainment ecosystem. At Velocity Capital Management, Dylan focuses on specialized middle-market investments across intellectual property, business services, and technology. By leveraging a structured framework that targets businesses with strong community IP and operational scale, Dylan and the Velocity team provide strategic capital, operational support, and deep industry networks to build best-in-class assets across the broader sports landscape.

Dylan breaks down the evolving world of sports private equity and creator-led media. We discuss the democratization of content production, how investors evaluate management teams and operator alignment, and what founders need to understand when pitching private equity firms. Dylan also shares actionable advice on cold outreach, crafting clear deck messaging, and why the line between live events, entertainment, and sports fandom is disappearing faster than ever.

Podcast Chapters:

02:08 Dylan's Journey in Sports Investment

04:37 Understanding Velocity's Investment Strategy

07:10 The Importance of Management Alignment

09:19 Evaluating Investment Opportunities

12:08 Effective Communication with Investors

13:50 Challenges in Early-Stage Funding

14:57 Leveraging the Creator Economy

16:11 Exploring Food and Beverage Opportunities in Sports