Tapping into underserved audiences: Five things to know about FloSports’ growth strategy

In a sports media landscape dominated by billion-dollar rights deals and global competitions, FloSports has taken a fundamentally different approach. Rather than competing for the biggest properties, the US company has built its business by focusing on what it calls “the other 99 per cent” – in other words, the vast ecosystem of underserved sports and passionate fan communities.   At SportsPro New York in March, chief executive and co-founder Mark Floreani outlined how a company that started with a US$10,000 investment and a van has grown into a profitable platform reaching tens of millions of users. The journey reflects a broader shift in how sports media value is created. While top-tier leagues continue to scale globally, there is a parallel opportunity emerging in fragmented, highly engaged communities that have historically been overlooked.   FloSports’ model is built on a simple premise: passion drives monetisation. Fans of sports like wrestling, cheerleading or college athletics may not deliver mass audiences, but they offer deep engagement and willingness to pay for access, content and community. The challenge is not demand, it is infrastructure.   Over the past two decades, FloSports has invested in building that infrastructure, from rights aggregation and production tools to distribution
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