daily active uniques
Research · Demand and behaviour
The interest exists. Its connected home does not.
Interest clubs already operate at enormous scale. The open question is not whether people care. It is whether their Things, knowledge, memories, places, experiences and relationships can stay connected in one place.
Signal 01 · Attention
People already organise themselves by interest.
Reddit is only one surface, yet its scale makes the underlying demand clear. The opportunity is not to invent interest clubs. It is to give members continuity across them.
weekly active uniques
active communities
posts and comments
Signal 02 · Commitment
Things and shared practice already drive real behaviour.
Strava surveyed more than 30,000 people alongside billions of activities. The numbers point away from passive consumption and towards gear, practice and meeting people through a shared interest.
would rather spend money on gear than a date
Gen Z respondents
more likely to use fitness to meet people with shared interests
Gen Z compared with Gen X
plan to spend more on fitness in 2026
Gen Z respondents
1M
total clubs on Strava in 2025
New clubs
Nearly 4× year on yearClub-organised events
1.5× year on yearThe current journey
Demand is proven. The connected home is missing.
Each product below is useful. The break appears between them, where members reconstruct ownership, practice and relationships by hand.
Reddit · Facebook Groups
Discuss
Answers and conversations move through timelines. Your own Things, photographs and progress remain somewhere else.
Instagram · TikTok
Publish
A strong distribution surface, but reach and reaction organise the experience more than a durable personal record.
Sessions · Event tools
Meet
The event creates a moment. The practice, equipment and relationships before and after it rarely stay connected.
Notes · spreadsheets · memory
Keep
Ownership and meaning are private but disconnected from photographs, learning and the people who share the interest.
(missing layer)A connected home for the interest
Thing · context · practice · discovery · connection
The product thesis
Useful alone. More valuable with context. Defensible through density.
Personal utility first
A member can keep Things, photographs and memory without needing an audience.
Club through specificity
Shared products, Sessions and places create reasons for relevant conversation.
Expansion through a reusable kernel
The Thing-to-experience loop can support another chapter without creating another account.
What must be proved
No invented traction. Four cohort questions.
These are the measures that matter before a broad market story. The founding cohort has not yet proved retention, product-market fit or public adoption.
Do members come back without an attention feed?
Weekly active cohort and Session return
Does a Thing become more useful as context accumulates?
Thing completion and photo-to-Thing links
Does shared context create better introductions?
Conversation, reply and Session participation
Can public participation preserve private ownership context?
Withdrawal, reporting and privacy operations
From behaviour to opportunity