01Research · 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.
02Signal · 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.
- 127Mdaily active uniques
- 493M+weekly active uniques
- 100K+active communities
- 25B+posts and comments
SourceReddit investor overview · 31 March 2026 (opens in a new tab)
03Signal · 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.
- 64%
would rather spend money on gear than a date
- 39%
more likely to use fitness to meet people with shared interests
- 30%
plan to spend more on fitness in 2026
total clubs on Strava in 2025
SourceStrava Year in Sport 2025 · published 2 December 2025 (opens in a new tab)
04The 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.
- 01
Discuss
Reddit · Facebook Groups
Answers and conversations move through timelines. Your own Things, photographs and progress remain somewhere else.
- 02
Publish
Instagram · TikTok
A strong distribution surface, but reach and reaction organise the experience more than a durable personal record.
- 03
Meet
Group chats · ticketing tools
The gathering creates a moment. The practice, equipment and relationships before and after it rarely stay connected.
- 04
Keep
Notes · spreadsheets · memory
A list records what you own. It does not record what you do with each Thing, and it never connects you to anyone else who owns one.
(missing layer)
A connected home for the interest
- Thing
- context
- practice
- discovery
- connection
05The product thesis
Useful alone. More valuable with context. Defensible through density.
- 01
Personal utility first
A member can log a Thing and record each use without posting or needing an audience.
- 02
Club through specificity
Shared products, Sessions and places create reasons for relevant conversation.
- 03
Expansion through a reusable kernel
The same Thing-to-experience loop holds across interests, in one account and one collection.
06What 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.
01Return
Do members come back without a ranked feed?
MeasureWeekly active cohort and Session return
02Record
Do members record what they do with a Thing, without posting?
MeasureRecorded uses per active member per week
03Connection
Does shared context create better introductions?
MeasureConversation, reply and Session participation
04Trust
Can public participation preserve private purchase details and source data?
MeasureWithdrawal, reporting and privacy operations
07From behaviour to opportunity