Strategy
Built for the work
beneath the table.
Mass Rising acquires clubs where better ownership can still change the outcome — real clubs, with real communities — and builds the operating company underneath them.
01 · The opportunity
Most clubs were never built to be operated.
A club can carry fifty years of history and fill its stand every week — and still run on a spreadsheet and a group chat.
What they have
Supporters, identity, and a place in their city — the things money cannot manufacture.
What they lack
The commercial, player, and reporting systems that turn any of it into value.
That gap is the opportunity. Capital alone has never closed it — operators do, club by club.
76 European clubs changed hands in 2025 · Football Benchmark
02 · The model
One platform beneath every club.
We buy control of real clubs and put a single operating platform underneath them. Each keeps its name, its identity, and its local leadership. What they share is everything behind the scenes.
Each club keeps its name and local leadership
AD Bobadelense
The second club
Future clubs
Mass Rising platformBuilt once · shared by every clubCommercial
Sponsorship, ticketing, memberships, merchandise, and content.
Player value
Scouting, contracts, sell-ons, and a pathway across the group.
Operating controls
Budgets, reporting, governance, and financial discipline.
Platform & data
Websites, CRM, dashboards, and software built once and reused.
The clubs stay local. The platform is the company.
03 · What we've built
We built the software a club runs on.
The platform isn't a roadmap — it's in production: the tools we use to source clubs, build squads, court supporters, and run the operation day to day, built once and shared across every club.
Sourcing engine
A database that maps a market club by club — ownership, finances, stadium, a path to control. The map behind the pipeline.
Player trials & pathway
Open applications with film and evaluation, plus player profiles — the funnel that fills a squad and the pathway that moves players up.
Roster & player records
Squad data, profiles, and assignments in one place — the operational backbone of running a team across clubs.
Supporters & memberships
A CRM for supporters and members, with the content feed and polls that keep a fanbase close and commercial.
A club site in days
A full club website, news, and identity online in under a week — the way Bobadelense launched.
Operating model & reporting
Budgets, scenarios, and the numbers — every club modeled and reported the same disciplined way.
All in production · running Mass Rising today
Built to run our own clubs — ready to run clubs we don’t.
The same stack is a software business the day we choose to sell it — not a pivot, a switch we haven’t flipped.
04 · Why it compounds
The second club inherits everything.
A single club is a turnaround. A group on one platform is a compounding asset: what we build once, every club after it starts with for free.
Build it once
The first club funds the platform: commercial systems, reporting, the website, the vendor network, the player pipeline.
Reuse it
The next club inherits all of it on day one — at a fraction of the cost and time it took to build.
Compound
Every club after lifts margin, lowers overhead, and deepens a shared player network the whole group develops and sells into.
And the platform is an asset in its own right: the same systems can eventually be licensed to clubs we don’t own — optionality the base case never depends on.
Each acquisition makes the next one cheaper, faster, and worth more.
05 · Proof
One club live. The next one chosen, not bought.
AD Bobadelense
A fifty-year-old club just outside Lisbon, acquired in 2026 and modernized in days, not months — online and operating within a week. The proving ground for the model, and the first evidence the playbook works.
- 1975
- Founded
- < 7 days
- To a live site
- AF Lisboa II
- Division
The second club
Chosen from a mapped pipeline, not a broker list. Ownership, finances, stadium terms, and a path to control — all researched before we make contact. Until those answers are in, the club stays private.
The Spain thesis130
mapped
75
paths to control
1
in diligence
Ownership, finances, and stadium context — researched before outreach.
06 · The operators
Built by operators, not absentee owners.
Mass Rising is hands-on by design: sourcing clubs, running diligence, building the systems, and operating them day to day.
Brian York
Co-founder & CEO
Brian leads sourcing, capital, and partnerships — finding the clubs, structuring the deals, and building the local relationships each acquisition runs on.
Greg Guyon
Co-founder & CTO
Greg builds the platform: the software, data, dashboards, and internal tools that turn the club playbook into repeatable infrastructure the whole group runs on.
Get in touch
The detail is a conversation away.
The five-year operating model, the acquisition pipeline, the diligence, and the current round — we're happy to walk the right people through it.
Model · pipeline · diligence · round