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Recent Nielsen data confirmed what many of us had already begun to sense: Streaming services surpassed broadcast and cable in TV viewership. It’s a streaming world. Broadcast television just lives in it. Nowhere is that more apparent than in sports. Next week, ESPN will launch its first direct-to-consumer app that for $30 a month will offer access to all of the legendary sports networks content and coverage. But another company has already been offering over-the-top sports streaming services to fans since 2006. Austin-based FloSports streams 40,000 live events annually across more than 25 sports, from wrestling to motorsports to cheerleading. In this piece, premium subscribers will learn: How FloSports maximizes the value in the long tail of sports fandom The final 15% rule that fosters the streamers authentic coverage Why Dale Earnhardt Jrs partnership with FloSports is a model for coinvesting to grow a franchise “We try to stay out of areas that are super oversaturated, because it’s expensive and we’re not needed,” FloSports cofounder and CEO Mark Floreani says. “So we’re not competing for the NFL, NBA, and NHL. We focus on Tier 2 and Tier 3 sports. That’s where we can make a real difference.” And real money. After breaking even in 2023, FloSports reached profitability in 2024, doubling revenue over the past two years and tracking to surpass $200 million in 2026. The company has raised $167 million since 2014, including $50 million in a March 2025 round led by the Indian technology company Dream Sports. The Long Tail Theory FloSports launched in 2006 as one of the world’s first direct-to-consumer sports streaming services (ESPN+, which offers access to select programming, didn’t launch until 2018). Its rise wasnt about a grand vision. It was about filling a need. Mark Floreani [Photo: courtesy FloSports] Floreani ran track at Texas. His brother, Martin, wrestled and was plugged into the die-hard wrestling community. That community was frustrated with the lack of coverage and attention paid to the sport they loved. He explored other circles around niche sports and found the same dynamic: frustration due to fragmented coverage, poor production quality, and no dedicated platform for passionate fans. From the beginning, we wanted to build something that we wanted as fans, Mark says. The breakthrough insight came from embracing the long tail theorythat individually small sports markets could collectively represent massive business potential. “The head of the tail is as big as the tail,” he says. “If you can actually create a process you can integrate horizontally across sports and build an authentic experience for the customers, the long tail could be a massive business.” Bootstrapping When Floreani and cofounder Ryan Ponsonby launched the business in 2006, their role model seems to have been less Bill Rasmussen (founder of ESPN) than Matt Foley (the motivational speaker Chris Farley played on SNL). They were living out of a Ford Econoline van, traveling the country to film athletes and coaches in track and wrestling. They posted everything online, and the behind-the-scenes content resonated with passionate fans starved for authentic coverage. The track and wrestling communities also embraced them, offering them meals and places to stay as they traveled. One neighbor even gave them $10,000 when they were about to miss payroll. The traction was there almost instantly. FloSports could drive 100,000 people to their site during major races, a significant achievement for a startup covering niche sports. Advertiser deals came in 2007 with Adidas and Reebok contracts worth hundreds of thousands of dollars annually, which had FloSports following athletes around the globe and creating sponsored content. The model worked, but had a fundamental flaw: it wasn’t sustainable and was beginning to feel increasingly inauthentic. This led to the decision in 2012 to abandon advertising-driven coverage for direct customer subscriptions, which became FloSportss defining strategic moment. The Hidden Cost of Advertising “We were going off ad revenue, and we started going to places that only our advertisers wanted us to go, which is just not authentic, Floreani says. We realized that if this thing’s gonna work, and we believe in this community and this passion, we just have to ask our customers to pay for us, and then we’re going to try to produce the best content and cover the events that are most meaningful.” The pivot proved to be immediately successful. FloSports launched its first subscription event in November 2012a wrestling tournament that attracted 2,000 paying customers and generated roughly half a million dollars in revenue. “That’s when we knew we could do this,” Floreani says. Today, the company operates on a subscription-first model with over one million active subscribers paying $150 annually for full access to more than 25 FloSports channels. Subscribers who are only interested in following a particular sportsay, Division 1 wrestling or Division 3 lacrosseduring the height of those seasons can pay a slightly higher monthly rate ($29.99) and pause their subscriptions whenever they like. Students and members of participating institutions or conferences qualify for discounts. One channel (FloRacing) costs $39.99 for complete access to more than 1,200 events. While subscriptions drive the bulk of revenue, FloSports has diversified into advertising, software management systems, merchandise, and live events. The majority of its costs go toward sports rights acquisitions and its product and engineering teams. The subscription model, along with these other investments, directly serve their core mission of professionalizing underserved sports and create a virtuous cycle: passionate fans pay for authentic coverage, which funds better production, which attracts more passionate fans. [Photo: courtesy FloSports] Authenticity As the company grew and added more sports, increasing scalability while preserving authentic community connections became the primary focus. To that end, Floreani developed what he calls “the final 15%” approacha business model that standardizes 8085% of operations while customizing the remaining 1520% for sport-specific authenticity. “If we’re not authentic, we’re not gonna win,” he says. This means hiring leaders, which they call general managers, in each sport who understand the nuances that matter to each communitywhat camera angles work best, what graphics and data fans actually want to see, and crucially, what they hate about traditional coverage. [Photo: courtesy FloSports] For instance, they’ve developed AI camera technology specifically for wrestling, recognizing that an event with 50 simultaneous matches requires different solutions than motorsports’ single-focus events. The system launched this summer with 25 AI cameras that provide a viewer experience that looks like a person is manning the camera. The technology uses machine learning engineers who build software that enables virtual panning and zooming from any camera feed. The system automatically follows wrestling action and creates a dramatically improved viewing experience compared to static cameras, all using $90 cameras paired with FloSports’ proprietary software. This allows them to cover more individual matches while minimizing the need for camera operators, maintaining high-quality production while reducing costs. The genius is that the 15% authentically enhances each sport, while the 85% scales horizontally. FloSports leverages shared production trucks, streaming infrastructure, and data platforms that can serve wrestling one night and motorsports the next, spreading costs across 40,000 annual events while each sport gets coverage that feels custom-built for their community. Copartnering: Dale Earnhardt Jr. Most streaming services extract value from existing audiences. FloSports builds new ones. It’s a counterintuitive strategy born from necessity. When you’re serving smaller audiences that ESPN ignores, growing the pie becomes more important than grabbing a bigger slice. “Our mission is to grow our sports every day,” Floreani says. “We realized that if we can make money, our partners can make money, and we can invest in growing these sports.” Take motorsports. FloSports doesn’t just stream Dale Earnhardt Jr.’s Late Model Stock Car Series, they write checks to boost prize purses, recently announcing they would host the highest-paying late model stock car race in the country, with $50,000 going to the winner. “Flow comes to us one day and says, ‘Hey, we want to have the biggest, best-paying late model stock race ever,’ Earnhardt Jr. recalls. That’s 100% Flow driven and motivated. They want to compete at that level, and I think it’s good for everybody.” [Photo: courtesy FloSports] The strategy extends to their co-owned High Limit Racing series with 2021 NASCAR Cup Series champion Kyle Larson. Thursday night’s Joker’s Jackpot at Eldora Speedway featured a $100,000-to-win race, produced by FloSports, and was co-broadcast on FS1 to maximize exposure. FloSports creates co-broadcast deals by pairing their owned content with network programming. For FS1, they combined High Limit Racing with NASCAR racesFloSports handles production while Fox provides broadcast reach, benefiting both parties. The numbers validate the approach. High Limit Racing has reached nearly two million viewers since the start of the year, averaging more than 200,000 viewers monthly. Earnhardt Jr. applauds FloSportss investment in motorsports while crediting the company with reconnecting fragmented racing communities in the process. “If it weren’t for Flow, he says, I really wouldn’t know what was happening at a lot of these racetracks that I’ve been aware of and followed for decades.” It’s ecosystem thinking applied to business strategy. Grow the sport, grow the audience, grow the revenuerepeat. [Photo: courtesy FloSports] The Future Belongs to the Authentic The numbers tell the story of a company hitting its stride. FloSports has become profitable, doubling revenue over the past two years and projecting to exceed $200 million in revenue next year, according to Floreani. The company also recently closed a Series D funding round that brings its total investment to over $100 million. The backing came from Dream Sports, India’s leading sports technology company, signaling global appetite for FloSports’ model of serving passionate, underserved communities. Recent strategic moves reinforce that confidence, including partnerships with the American Hockey League and Wanda Diamond League track and field, along with FloCollege’s expansion to 18 conferences covering 9,000 events, making it the largest streamer for Division II and III sports. FloSports operates over 600 partnerships, each structured differently based on partner needs. Some involve full exclusivity with FloSports handling production, while others accommodate existing local TV deals. Financial arrangements range from zero upfront costs to seven-figure annual deals, with its CAA partnership representing the premium end at seven figures annually. FloSports’ biggest evolution involves creating original content that competitors cannot replicate. High Limits has become the most watched sprint car series in the world in its first year, according to Floreani, beating competitors that have operated for decades. FloSports has also partnered with Fox Sports on “Dirt Season 2,” a five-part documentary series, demonstrating how they create premium content that extends beyond their own platform. “We know from our data what people want to watch,” Floreani says. “Let’s have this wrestler compete against this wrestler. Let’s build it up like it’s a UFC fight or a boxing match. Let’s tell the backstory and really drive the sport forward through those personalities and characters.” And while premium live events remain behind paywalls, significant content appears on social media, through broadcast partners, and on free platforms to grow overall audiences. “We understand that getting these stories out around our sports, around the events and the athletes, is good for the sport,” Floreani says. “And if it’s good for the sport, it’s good for us.” Going Mainstream FloSports is launching on Samsung Smart TVs in September, followed by Vizio and LG later this fall. Combined with existing Roku and Fire TV apps, this will put FloSports on essentially all major US TVs by the end of 2025, with Samsung providing prominent placement on its homepage. Effectively, you wont be able to ignore FloSports even if you try. To combat seasonal sports cycles, FloSports offers subscription pauses of one to six months and cross-promotes between related sports like grappling and wrestling. Its year-round motorsports content also helps retain subscribers during offseasons. For Earnhardt Jr., the impact extends beyond business metrics. “WhatFlo has done is one of the most insanely important things for grassroots and local short track racing,” he says. “There are a lot of people out there who would want to watch our races if they knew how convenient the Flow product is. We just gotta show people where we are and how to get there.”
Category:
E-Commerce
Americans have long loved Made in Americaor at least have professed to. But the data tells a trickier story. In 2022, 60% of U.S. consumers said they would be more likely to purchase a product they knew was American made. Today, according to a recently released study from the Conference Board, that number is closer to 50%. Thats a drop of around 18%. One reason may be that whatever Made in America signals about quality or about economic patriotism, it also very likely signals a higher price. And after years of inflation worries, that might be a more salient issue to many. As price concerns intensify, many U.S. consumers appear to associate made in labels with elevated prices due to generally higher domestic production costs as well as tariffs on foreign-made goods, the reports author, Denise Dahlhoff, director of marketing and communications research at the Conference Board, said in a statement. Increasingly, consumers prioritize value and affordability over emotional affinity for certain countries, including their own. Despite the decrease, the U.S. remains the most popular product country of origin among surveyed American consumers. (Canada is second, according to the Conference Board.) And thats not unusual: Despite decades of trade liberalization creating increasingly globalized markets, shoppers around the world remain most positive about domestic-made goods, a phenomenon known as consumer ethnocentrism, or home bias. Moreover, the Conference Board study found the influence of made in labels on U.S. consumer purchasing decisions has decreased for all countries included in its survey, with professed preference for U.S.-made products falling the least in percentage terms. Do as I say, not as I do There has always been at least a partial disconnect between what consumers say and how they actually behave. The say-do gap when it comes to buying American has been around since at least the 1970s. After all, it was a preference for cheaper goods made elsewhere that contributed to the trade imbalance that the Trump tariff regime seeks to address. So far, there doesnt seem to be evidence of the intended actual spike in demand for American-made goods. A separate survey, in fact, found only 17% of consumers are willing to pay more than 10% extra for U.S. goods than foreign-made alternatives, and about a third say theyre not willing to pay any extra costs for U.S.-made products. The current iteration of the buy American idea, taking a form bolstered by extreme policy measures, is unfolding against a deeply divided American political backdrop. The Conference Board survey found 66% of Republican-leaning U.S. consumers say they would be more likely to buy a product they knew was American, compared to 42% of Democratic-leaning shoppers. Naturally, marketers can still come up with nonpartisan Made in the USA pitches, but its hard not to conclude that politics has become a factor. (Notably, while American enthusiasm for American-made goods may have slipped, both Canada and Mexico have launched initiatives to spur domestic consumption.) Still, the Conference Board report notes, Companies seem to see marketing value in a Made in USA claim and a surge in U.S.-made claims is expected. Given the evidence to the contrary, why is that? Plenty of American consumers still have a home bias, report author Dahlhoff told Fast Company, and would prefer buying domestically manufactured goods. However, she added, most U.S. consumers are not willing to pay significantly more for a U.S.-made product than for a comparable alternative. Its similar to buying sustainable products: People like the idea of sustainability and made in the U.S., but dont want to pay a premium. Thats been the case for decades. But a surprising side effect of the tariff era may be that consumer sentiment is more accurately reflecting consumer behavior: Its made the choice between prices and country of origin more prominent, and many shoppers are concluding that cost is what they care about.
Category:
E-Commerce
If you ever wished you owned James Bond’s Aston Martin so you could activate its frontal machine guns whenever someone cut you off on the road, XPeng has the next best thing. The Chinese car manufacturer has developed an augmented reality game that lets you fire all kinds of emojis at the offenderfrom angry faces to flip-flops to Nintendo-style bombswhich are projected over the entire windshield in 3D space, giving the illusion of actually hitting the cars. While tossing a digital shoe may not be as satisfying as throwing an actual flip-flop, it may actually be beneficial for your mental state. Road rage has become a dangerous epidemic in the U.S., with approximately 92% of Americans reporting having witnessed road rage at least once in the past year. The statistics are sobering: Road rage incidents led to 481 shootings and 777 deaths from 2014 to 2023. Gun violence related to road rage incidents has increased annually since 2018that year, at least 58 road rage shooting deaths occurred in the United States; by 2023, the number had doubled to 118. On average in 2022, a person was shot and either injured or killed in a road rage incident every 16 hours. View this post on Instagram A post shared by Luxurious (@luxuriousbymm) The crazy shootings dont happen in Chinawhere gun access is restrictedbut the rage remains. This is why XPeng CEO He Xiaopeng introduced Road Rage Reliever during last weeks presentation of his new 2025 XPeng P7, a futuristic sedan with a design that gives me serious 1980s Citroën DS vibes. He says the game represents “technology-driven emotion. We used to prioritize technology first, but starting this year we will prioritize experience first, Xiaopeng said on stage, adding that the game is a way to be civilized and experience ‘civilized frustration’ rather than engaging in dangerous behaviors. How it works Road Rage Reliever transforms your windshield into a virtual battleground. But to understand how it works and why it may be so effective at letting you blow off steam on the road, you need to understand the real technological leap here, one that fully changes the driving experience. The car features an 87-inch-wide augmented reality heads-up display (AR-HUD) that covers the drivers entire field of vision and then some. According to its developersXPeng and Chinese electronics manufacturer Huaweithis is “the world’s first HUD solution to integrate AI smart driving.” Its also the first and only HUD of its kind, period. The AR-HUD works thanks to Huaweis self-developed LCoS (liquid crystal on silicon) imaging modules, tiny projectors no bigger than your thumb, which generate streams of light that produce pixels with 12,000 nits of brightness. This is crucial for you to see under the outdoor lighting of a road. For comparison, the latest iPhone 16 Pro Max has a peak outdoor brightness of 2,000 nits. The P7s AR-HUD also covers 85% of the NTSC color gamut developed by the National Television Standards Committee. Thats much lower than the screen of a computer, but more than enough to give you full-color graphics. According to Huawei and XPeng, the system has advanced optics, and algorithms precisely calibrate each beam before it hits the windshield. They also calculate the distortion needed for your eyes to believe that things are not displayed on the windshield, but instead that the 3D objects are floating in real physical space 33 feet (10 meters) ahead of the car. Its an optical illusion so convincing that the brain interprets digital content as real, the companies claim. [Image: XPeng] The 3D imageswhich are primarily used to display car, road, and GPS informationare generated by XPengs three self-developed Turing AI chips, with a combined 2,250 TOPS (trillion operations per second) of computing power to process data from radar sensors and cameras placed all around the car. These chips understand the positions and trajectories of the vehicles and objects around you, predicting car movements 0.3 seconds ahead to give you a precious perception buffer in case of potential collision. If the car can predict in advance, its computers or driver can take action with enough lead time to avoid or minimize an accident. As the car moves, the system also uses XPengs 3D technology to map every surface and movement, reducing virtual-real mismatch by more than 80%, with distortion held to less than 1%. This means that when the car is indicating which exit to take by overlaying a big path over the road, the path will appear as it is painted on the road. The system, the company says, paints navigation light carpets onto the road surface, creates colorful lane guidance overlays that match actual road markings, and displays floating traffic light countdowns in attention-grabbing colors over reality itself. This is all crucial to make Road Rage Reliever work. Playing it is very simple: The steering wheel has a customizable button that serves as your firing mechanism. The system identifies your target vehicle through its camera array, and every time you press the trigger it fires full-color, animated emojis that appear to detonatein a cartoonish way akin to a family-friendly Nintendo Wii gameagainst the real car ahead while remaining invisible to others. The display adjusts in real time with a latency of just 100 milliseconds, following your target as it changes lanes, speeds up, or slows down. Advanced image stabilization prevents motion sickness and eye strain, while slope compensation algorithms ensure your emoji bombs dont go flying off into space when you crest a hill. Clever! [Image: XPeng] Safe steam valve? The big question is safety. Studies show that heads-up display systems can significantly improve drivers’ attention to risky areas during night driving situations. The key difference lies in where drivers look: While traditional displays that sit in the center of the dashboard force drivers to glance away from the road, HUD placement keeps eyes in the driver’s forward field of view. Some research revealed that drivers were more likely to glance at HUDs during normal driving (11% eyes-off-road time versus 5.8% for traditional displays), which the National Highway Traffic Safety Administration says can make them “potentially distracting. . . . Because the HUD is in the drivers field of view, drivers ma fixate on it and fail to perceive events in the environment. However, that study referred to traditional car HUDslike those in high-end cars by BMW and Mercedeswhich are basically small dashboards in your field of view. The XPeng windshield overlays real augmented reality elements onto the road, making them part of the landscape. A carefully designed augmented reality environment will not cause interference; instead it could potentially increase attention and improve response time. It could also reduce the difficulty of processing information in dangerous scenarios, thus reducing cognitive load. While overlaying useful driving information right on the road might have positive impacts on driving, pulling a trigger to fire a torrent of emojis at the car in front of you is potentially quite distracting. You could argue that firing silly augmented reality emojis could be as safe as hitting the hornthe action is the same in XPeng’s carand definitely safer than aggressively chasing someone down a street or a highway. XPeng hasn’t published any information about safety testing for the AR-HUD or Road Rage Reliever. To me, the AR-HUD looks like a promising improvement in the driving experience. And Road Rage Reliever is a clever and cute attempt to gamify anger management at 70 mph. Whether firing emoji bombs at inconsiderate drivers will actually reduce real-world road rage remains to be seen, but XPeng has certainly come up with the most creative approach yet to one of driving’s most dangerous emotions.
Category:
E-Commerce
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