<h3>What Is Throne?</h3><p>A passive, continuous health monitor embedded in your toilet seat turns a daily routine into valuable insights for gut health, hydration, and cancer detection. Throne is available today for stool and urine analysis and is designed as the &#8220;Whoop for Your Poop&#8221; for the 75 million Americans dealing with IBS, IBD, and prostate issues. The future version of Throne, known as the &#8220;Smoke Detector for Colon Cancer,&#8221; will expand its capabilities to include screening for one of the fastest-growing cancers in the United States.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!3IZ6!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!3IZ6!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 424w, https://substackcdn.com/image/fetch/$s_!3IZ6!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 848w, https://substackcdn.com/image/fetch/$s_!3IZ6!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!3IZ6!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!3IZ6!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg" width="1200" height="630" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/e6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:630,&quot;width&quot;:1200,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:39385,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://leadvc.substack.com/i/208868655?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!3IZ6!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 424w, https://substackcdn.com/image/fetch/$s_!3IZ6!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 848w, https://substackcdn.com/image/fetch/$s_!3IZ6!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!3IZ6!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe6317f8f-6ae9-4516-ba0b-660001df7160_1200x630.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg aria-hidden="true" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><div><hr></div><p><span>Deciding to invest in a company usually hinges on two questions: 1) Will the founders find a way to succeed? 2) Is the target market large enough?</span></p><h3><span>Founder Bet</span></h3><p><a href="https://www.linkedin.com/in/scotthickle/"><span>Scott Hickle</span></a><span> is a founder who combines three qualities rarely found together: being a talent magnet, an obsession with solving the problem, and deep industry k</span><span data-color="#032b31" style="color: rgb(3, 43, 49);">nowledge. His motivation is straightforward &#8212; he&#8217;s passionate about saving lives and wants the Throne device on every accessible toilet. If you don&#8217;t believe us&#8230; His social handle is &#8220;</span><a href="https://x.com/ScottHickle"><span data-color="#032b31" style="color: rgb(3, 43, 49);">Poop Guy</span></a><span data-color="#032b31" style="color: rgb(3, 43, 49);">,&#8221; and he gave a </span><a href="https://www.youtube.com/watch?v=v42gznW6cuA"><span data-color="#032b31" style="color: rgb(3, 43, 49);">TED Talk </span></a><span data-color="#032b31" style="color: rgb(3, 43, 49);">on the history and significance of poop.</span></p><p><span data-color="#032b31" style="color: rgb(3, 43, 49);">Chasing an introduction to Throne kicked off an organic 18-month relationship before a check was written. We introduced him to multiple investo</span><span>rs who then joined this round, connected him with enterprise customers who remain engaged, and brought him before clinicians who initially questioned but ultimately left as believers in his right to win. Scott exemplifies a founder willing to bend reality with passionate intensity to make his business succeed.</span></p><p><span>His effectiveness is evident in the people he&#8217;s assembled. Scott recruited John Capodilupo, co-founder of Whoop and a key technical figure behind the $10B consumer health startup, who personally relates to the problem&#8212;living with ulcerative colitis. Scott also persuaded Ben Grynol, who previously led consumer growth at Levels, to join Throne. Scott established a medical advisory board with Dr. David Rubin and Dr. Mark Pimentel, renowned researchers with over 10,000 combined citations in IBS/IBD. Scott attracted an investor syndicate such as Emerson Collective, Will Ventures, Moxxie Ventures, Felix Capital, and Accomplice (an early supporter of Whoop).</span></p><h3><span>Market Bet</span></h3><p><span>In consumer health technology, continuous tracking now covers sleep, heart rate, glucose, and hormones, providing daily insights into bodily functions that influence habits. Despite valuable clinical signals from bathroom data, this area has received little to no attention. Wearables like Whoop and Oura needed to convince users that tracking HRV and sleep was important, but Throne doesn&#8217;t face that hurdle. This is because its core users have less need for education and face immediate health concerns. Patients with IBD, IBS, and prostate issues already understand the importance of monitoring symptoms, yet lack easy methods beyond memory, spreadsheets, or guesswork. Throne&#8217;s passive approach makes sustained long-term behavior change feasible. Over time, it reveals how factors like sleep, alcohol, medication, stress, and diet shape personal patterns, transforming passive data into actionable insights. This potential creates billions in enterprise value but isn&#8217;t the ultimate swing.</span></p><p><span>As Throne develops colon cancer screening features, its audience grows significantly, unlocking a new dimension of value&#8212;an extension many other consumer health devices are racing to build. Colon cancer is among the fastest-growing cancers in the U.S., increasingly affecting those under 50 and steering market interest toward early detection. While Cologuard, as the market leader, generates over $2 billion annually with a binary test, Throne aims to address an earlier need: helping individuals proactively understand how to prevent cancer before testing becomes necessary. Colon cancer is often preventable and highly treatable if caught early. If Throne can passively detect clinical signals without requiring behavioral changes, it will give larger diagnostic companies a strategic reason to view it as a frontline tool in cancer prevention, ultimately saving lives.</span></p><p>We are excited to back the incredible people, mission, and vision at <a href="https://thronescience.com/">Throne</a>!</p>

Strong conviction in world-class founders building a multi-billion-dollar consumer play around gut health and cancer detection.

Why We Backed Throne? A Bathroom Biomarker

Sports fans are patients & patients are sports fans.

Why Does Every Health System Want a Sports Jersey on Its Wall?

<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!JAp9!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!JAp9!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 424w, https://substackcdn.com/image/fetch/$s_!JAp9!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 848w, https://substackcdn.com/image/fetch/$s_!JAp9!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 1272w, https://substackcdn.com/image/fetch/$s_!JAp9!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!JAp9!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png" width="920" height="612" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/48281447-a3ae-4326-ac35-a576a5234903_920x612.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:612,&quot;width&quot;:920,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:930699,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://leadvc.substack.com/i/171012564?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!JAp9!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 424w, https://substackcdn.com/image/fetch/$s_!JAp9!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 848w, https://substackcdn.com/image/fetch/$s_!JAp9!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 1272w, https://substackcdn.com/image/fetch/$s_!JAp9!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F48281447-a3ae-4326-ac35-a576a5234903_920x612.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><div class="pencraft pc-reset icon-container restack-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-refresh-cw"><path d="M3 12a9 9 0 0 1 9-9 9.75 9.75 0 0 1 6.74 2.74L21 8"></path><path d="M21 3v5h-5"></path><path d="M21 12a9 9 0 0 1-9 9 9.75 9.75 0 0 1-6.74-2.74L3 16"></path><path d="M8 16H3v5"></path></svg></div><div class="pencraft pc-reset icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></div></div></div></div></a></figure></div><h4><strong>Poor Sleep: An Under-Recognized and Neglected <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC6473877/">Epidemic</a> </strong></h4><p>Good sleep is essential for human health and a good quality of life. Yet, in modern society, insufficient and poor sleep is a pervasive problem that often goes unnoticed and unaddressed.</p><p>Reduced sleep duration has been <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC6473877/">linked</a> to <strong>7 of the 15</strong> leading causes of death in the United States, including <strong>cardiovascular disease, malignant neoplasm, cerebrovascular disease, accidents, diabetes, septicemia, and hypertension.</strong></p><p>Quality of sleep also matters. Sleep disruptions - whether caused by lifestyle or environmental factors - impact the continuity of sleep and have substantial short-term and long-term <a href="https://www.dovepress.com/article/download/32942">consequences</a>, even in otherwise healthy adults. Short-term consequences include <strong>increased stress responsivity, somatic pain, emotional distress, mood disorders, and performance deficits.</strong> The long-term consequences include, but are not limited to, <strong>colorectal cancer, metabolic syndrome, type 2 diabetes mellitus, and increased all-cause mortality in men.</strong></p><p>Beyond personal health, the societal toll is also staggering. <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC5627640/">One</a> study estimates that insufficient sleep alone costs the US economy up to <strong>$411 billion</strong> <strong>per year </strong>due to increased risk of sickness and dying, reduced work performance, and suboptimal school performance in children. </p><div class="subscription-widget-wrap-editor" data-attrs="{&quot;url&quot;:&quot;https://leadvc.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe&quot;,&quot;language&quot;:&quot;en&quot;}" data-component-name="SubscribeWidgetToDOM"><div class="subscription-widget show-subscribe"><div class="preamble"><p class="cta-caption">Subscribe to receive the latest LEAD posts.</p></div><form class="subscription-widget-subscribe"><input type="email" class="email-input" name="email" placeholder="Type your email&#8230;" tabindex="-1"><input type="submit" class="button primary" value="Subscribe"><div class="fake-input-wrapper"><div class="fake-input"></div><div class="fake-button"></div></div></form></div></div><h4>A Market with Huge Demand and Unmet Needs</h4><p>People struggling with sleep go to enormous lengths to get a good night&#8217;s rest. In 2024, the global market for sleep aids was valued at <a href="https://www.globenewswire.com/news-release/2024/10/24/2968424/28124/en/Sleep-Aids-Market-Forecast-to-Cross-89-Billion-by-2030-Trends-and-Projections-by-Product-Sleep-Disorder-and-Distribution-Channel-at-a-Global-Regional-and-Country-Level.html">$64B</a> and is expected to grow to $89B by 2030.</p><p>Consumers are actively seeking solutions for better sleep, making the category the <strong><a href="https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom">second-highest wellness priority</a></strong> after general health - taking precedence over nutrition, fitness, mindfulness, and appearance. In the pursuit of better rest, consumers are trying products such as earplugs, eye masks, weighted blankets, mouth tapes, nasal dilators, nasal strips, magnesium foot sprays, smart alarm clocks, and smart mattress systems, among others.</p><p>Yet, despite years of innovation and strong demand, many consumers still find current products and services insufficient to meet their sleep needs, making the sleep category one with the <strong><a href="https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/still-feeling-good-the-us-wellness-market-continues-to-boom">greatest unmet consumer need</a></strong>.</p><p>The caveat is that better sleep can often be achieved through consistent habits rather than more products. <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC8511346/">Diet</a>, <a href="https://pubmed.ncbi.nlm.nih.gov/25596964/">exercise</a>, <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC6751071/">exposure to natural daylight</a>, <a href="https://www.sciencedirect.com/science/article/abs/pii/S0048969722064026?via%3Dihub">bedroom darkness at night</a>, <a href="https://pmc.ncbi.nlm.nih.gov/articles/PMC6751071/">reduced screentime at night</a>, and <a href="https://www.sciencedirect.com/science/article/abs/pii/S0033062023000117?via%3Dihub">avoiding caffeine and alcohol later in the day</a> can all help improve sleep. </p><p>With that said, life circumstances - such as caring for a newborn, working night shifts, and frequent travel - can all disrupt good <a href="https://www.sciencedirect.com/science/article/abs/pii/S0033062023000117?via%3Dihub">sleep hygiene</a> and increase the demand for innovation to achieve better sleep.</p><h4><strong>Introducing Somnee - A Clinically Validated, Drug-Free Solution</strong></h4><p><a href="https://somneesleep.com/">Somnee</a> is a sleep headband that creates a proprietary brain mapping diagnosis with EEG sensors and provides non-invasive, gentle, and personalized electrical stimulation (tES). The product reduces sleep onset latency and increases both sleep duration and sleep efficiency.</p><p>Co-founded by <a href="https://www.sleepdiplomat.com/">Dr. Matt Walker</a>, <a href="https://scholar.google.com/citations?user=P3p-g5kAAAAJ&amp;hl=en">Dr. Ram Gurumoorthy</a>, <a href="https://scholar.google.com/citations?hl=en&amp;user=WYv36DIAAAAJ">Dr. Robert Knight</a>, <a href="https://scholar.google.com/citations?user=nicnuy4AAAAJ&amp;hl=en">Dr. Richard Ivry</a>, and led by <a href="https://www.linkedin.com/in/timrosa/">Tim Rosa</a>, Somnee is a clinically validated product shown to be more effective than melatonin in improving sleep efficiency and duration.</p><h4><strong>Joining Forces to Tackle the Epidemic </strong></h4><p>We invested in Somnee because it addresses a profoundly underserved market with serious health implications and is led by a world-class team delivering a clinically validated solution.</p><p>Addressing the epidemic of poor sleep requires innovation and collaboration. We are proud to partner with Somnee alongside Khosla Ventures, Marc Benioff&#8217;s TIME Ventures, the DeVos Family, Seaside Ventures, Nelstone Ventures, Metalab, and others, to advance effective sleep solutions and improve public health worldwide.</p><div class="captioned-button-wrap" data-attrs="{&quot;url&quot;:&quot;https://leadvc.substack.com/p/why-we-invested-in-somnee?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;}" data-component-name="CaptionedButtonToDOM"><div class="preamble"><p class="cta-caption">Thanks for reading! Feel free to share this with anyone who might find it insightful.</p></div><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://leadvc.substack.com/p/why-we-invested-in-somnee?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://leadvc.substack.com/p/why-we-invested-in-somnee?utm_source=substack&utm_medium=email&utm_content=share&action=share"><span>Share</span></a></p></div><p></p>

Addressing the silent epidemic of poor sleep.

Why We Invested in Somnee

<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!hHxi!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!hHxi!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 424w, https://substackcdn.com/image/fetch/$s_!hHxi!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 848w, https://substackcdn.com/image/fetch/$s_!hHxi!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 1272w, https://substackcdn.com/image/fetch/$s_!hHxi!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!hHxi!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png" width="1456" height="968" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:968,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:7505932,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://leadvc.substack.com/i/172097663?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!hHxi!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 424w, https://substackcdn.com/image/fetch/$s_!hHxi!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 848w, https://substackcdn.com/image/fetch/$s_!hHxi!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 1272w, https://substackcdn.com/image/fetch/$s_!hHxi!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F9a1d5050-274b-4313-99e6-9d723567b221_2875x1912.png 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><div class="pencraft pc-reset icon-container restack-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-refresh-cw"><path d="M3 12a9 9 0 0 1 9-9 9.75 9.75 0 0 1 6.74 2.74L21 8"></path><path d="M21 3v5h-5"></path><path d="M21 12a9 9 0 0 1-9 9 9.75 9.75 0 0 1-6.74-2.74L3 16"></path><path d="M8 16H3v5"></path></svg></div><div class="pencraft pc-reset icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></div></div></div></div></a></figure></div><p>The inaugural broadcast of <strong><a href="https://tglgolf.com/">TGL</a></strong> on January 7, 2025, marked a significant moment in the evolution of golf, blending technology with traditional sport in a way that has not been seen before on the biggest stage. Co-founded by golf legends Tiger Woods, Rory McIlroy, and former NBC Sports executive Mike McCarley, TGL aims to redefine how competitive golf is experienced by fans and players alike.</p><p>In this blog, we bring together two unique perspectives on the groundbreaking debut of TGL. First, <strong><a href="https://www.linkedin.com/in/christoph-sonnen/">Christoph Sonnen</a></strong>, co-founder of LEAD, shares firsthand experience of the exhilarating atmosphere and innovative format that defined the event. His insights are complemented by <strong><a href="https://www.linkedin.com/in/kaiwenliu6/">Kaiwen Liu</a></strong>, an analyst at LEAD and a former professional golfer, who provides his insights from watching the event unfold on television and discusses how TGL is modernizing the sport to engage a broader audience. Together, the two examine how this innovative new league not only reimagines golf but also could set a precedent for the future of sports entertainment.</p><h2>A CEO&#8217;s Front-Row View of TGL&#8217;s Groundbreaking Debut</h2><p>As the co-founder of <strong><a href="https://lead.vc/">LEAD</a></strong>, a venture corporation that thrives on investing in transformative ideas, attending the inaugural TGL match at the SoFi Center in Palm Beach Gardens, FL was nothing short of exhilarating. The evening marked the culmination of years of planning, innovation, and bold decision-making. Sitting in the intimate setting of the SoFi Center, I could feel the electricity in the air&#8212;a perfect blend of technology and tradition that reimagined how golf can be experienced.</p><p>The venue itself deserves special mention. Its intimate design brought fans closer to the action than ever before. You could see every detail of each shot's outcome, either on the state-of-the-art screen or the green itself. This real-time visibility wasn&#8217;t just a perk&#8212;it was a game-changer. In traditional outdoor golf, the suspense often lies in waiting for the camera to pan and reveal the ball&#8217;s destination. Here, the suspense was replaced with immediacy and engagement, drawing audible reactions from the players and the crowd alike.</p><div class="subscription-widget-wrap-editor" data-attrs="{&quot;url&quot;:&quot;https://leadvc.substack.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe&quot;,&quot;language&quot;:&quot;en&quot;}" data-component-name="SubscribeWidgetToDOM"><div class="subscription-widget show-subscribe"><div class="preamble"><p class="cta-caption">Subscribe to receive the latest LEAD posts.</p></div><form class="subscription-widget-subscribe"><input type="email" class="email-input" name="email" placeholder="Type your email&#8230;" tabindex="-1"><input type="submit" class="button primary" value="Subscribe"><div class="fake-input-wrapper"><div class="fake-input"></div><div class="fake-button"></div></div></form></div></div><p>The format was another standout feature. Match play with unique elements allowed players to showcase their talent and personality in a way that felt fresh and entertaining. You could sense that the players were liberated to experiment and have fun, and the enjoyment they displayed was shared by fans in the stadium.</p><p>As the night progressed and the Hammers were thrown, it was easy to settle into the completely different experience. After all, the golf was the same &#8211; completing the hole in as few shots as possible. When combined with live microphones capturing the players&#8217; strategic banter&#8212;&#8220;More left to right. Hit the spinner over there&#8221;&#8212;it created a level of intimacy rarely experienced in professional sports.</p><p>Another defining aspect of the evening was the production quality. There&#8217;s something about seeing your sport on ESPN. With the platform&#8217;s legacy and reach, it brought a sense of legitimacy and gravity to the event, and the <strong><a href="https://www.instagram.com/lead_vc/">buzz on social media</a></strong> was palpable.</p><p>There&#8217;s always room for improvement, of course. For example, I&#8217;d love to see a camera angle positioned in front of the hole to better capture the drama of the putts sinking. Yet, even with minor tweaks ahead, the core of TGL&#8212;a fusion of cutting-edge technology, compelling gameplay, and a modern take on fan engagement&#8212;is poised to attract attention.</p><p>As I left the SoFi Center, I couldn&#8217;t help but feel that I&#8217;d witnessed something truly special. TGL isn&#8217;t just about golf; it&#8217;s about the future of how sports could better connect with fans.</p><h2>A Former Professional Golfer&#8217;s Perspective on Modernizing Golf</h2><p>Generation Z has a fundamentally different attitude and relationship with traditional sports compared to Millennials, Gen X, and Baby Boomers, and this presents a big challenge for sports organizations. A <strong><a href="https://www.fandomanalytics.com/post/the-next-generation-fandom-survey-from-the-emory-marketing-analytics-center">report</a></strong> published in 2021 from the Emory Marketing Analytics Center found that an astonishing 27 percent of Generation Z considers themselves &#8220;anti-sports,&#8221; compared to 7 percent of Millennials, 5 percent of Gen X, and 6 percent of Baby Boomers. A subsequent <strong><a href="https://www.fandomanalytics.com/post/next-generation-fandom-survey-2024">survey</a></strong> considers everything outside of football, basketball, and baseball a niche product. However, a 2023 Deloitte <strong><a href="https://www2.deloitte.com/us/en/insights/industry/media-and-entertainment/immersive-sports-fandom.html">article</a></strong> suggests that Gen Z fans are still developing their sports fandom.</p><p>To appeal to a changing audience, TGL harnesses technology and builds a modern approach to how golf is presented to today&#8217;s sports fans. The incorporation of digital technology and mics provided the traditional sport aspects of esports, which are particularly <strong><a href="https://www.fandomanalytics.com/post/the-esports-puzzle-a-haven-for-gen-z-young-men">preferred by Gen Z males</a></strong>. While much of the media coverage to date has focused on the simulation and the technological aspects of TGL, I was intrigued by how it will address some of the more fundamental challenges that have prevented golf from appealing to a greater audience, which are the slow pace of live broadcasts and the multi-day format of traditional tournaments.</p><p>The two-hour format of TGL is significantly shorter than a typical golf tournament broadcast, and the mixed formats introduce considerably more action. Each hole is interesting and engaging in ways that are not available in a Thursday broadcast. The match last night between The Bay Golf Club and New York Golf Club was not as competitive as many would have liked, but I can see a future match offering fans excitement comparable to a final stretch of a traditional tournament with a packed leaderboard.</p><p>The team format, along with alternate shots, head-to-head Singles, and the Hammer feature, offers a sense of fun that was previously absent from watching competitive golf. As I watched the broadcast last night with a friend who does not keep up with golf, we both agreed that it was more digestible and entertaining than a traditional golf broadcast. I appreciated that with TGL, every shot, good or bad, is broadcasted, whereas traditional golf broadcasts feel more or less like a curated highlight reel - the top players in the world are still humans, after all.</p><p>Reflecting on my own journey with golf - playing and thinking about the sport every day between the ages of eight and 23 - I must admit that the idea of spending a day off on the course doesn&#8217;t particularly excite me now. However, after watching TGL, I can envision myself occasionally spending half a day over the weekend on the golf course if my friends are willing to come up with similar formats.</p><p>TGL presents an interesting solution for how golf can be enjoyed by a wider, changing audience. By addressing the challenges posed by traditional tournament formats and embracing technology-driven strategies, TGL has the potential to attract more fans across different generations. The remainder of the season could provide valuable insights for the broader sports industry by highlighting which strategies resonated with audiences and which were ineffective.</p><h2>A Vision for Golf&#8217;s Future</h2><p>The 2025 opening TGL match demonstrated that golf is not bound by its traditional format. From Christoph&#8217;s enthusiastic in-person experience to Kaiwen&#8217;s analytical perspective from watching via television, it&#8217;s clear that TGL is on a mission to reimagine the sport for a new generation of fans. By addressing core challenges&#8212;such as pacing and format&#8212;while leveraging technology to create a more immersive experience, TGL has positioned itself as a beacon of innovation in sports.</p><p>For fans of all ages, the message is clear: golf can be thrilling, accessible, and fun. As the season unfolds, TGL&#8217;s success will not only redefine golf but also provide a playbook for other sports looking to adapt to the ever-evolving preferences of modern audiences. Here&#8217;s to a future where tradition and innovation drive sports forward&#8212;together.</p><div class="captioned-button-wrap" data-attrs="{&quot;url&quot;:&quot;https://leadvc.substack.com/p/tgl-is-redefining-golf-with-technology?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;}" data-component-name="CaptionedButtonToDOM"><div class="preamble"><p class="cta-caption">Thanks for reading! Feel free to share this with anyone who might find it insightful.</p></div><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://leadvc.substack.com/p/tgl-is-redefining-golf-with-technology?utm_source=substack&utm_medium=email&utm_content=share&action=share&quot;,&quot;text&quot;:&quot;Share&quot;}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://leadvc.substack.com/p/tgl-is-redefining-golf-with-technology?utm_source=substack&utm_medium=email&utm_content=share&action=share"><span>Share</span></a></p></div>

The LEAD team had a front-row view of TGLs groundbreaking debut.

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