From the Climbing Wall
to the Boardroom
The story of NxtStride began over two decades ago with a simple question: Why should emerging sports fight for scraps when they deserve recognition?
The Athlete Who Refused to Accept "No"
In the early 2000s, JP Ahonen was scaling walls that most people couldn't imagine climbing. But the hardest obstacle wasn't made of rock - it was the sponsorship world that seemed built exclusively for mainstream sports.
"Sports climbing was emerging, passionate, and full of incredible athletes," JP recalls."But when we approached sponsors, we were told our sport was too niche, too risky, too... different."
That frustration became fuel. If emerging sports couldn't get a seat at the table, JP would build a new table entirely.
Two Decades of Breaking Barriers
From athlete to advocate, JP's journey mirrors the evolution of emerging sports themselves.
The Climbing Wall
JP Ahonen discovers the harsh reality of sponsorship in emerging sports as a sports climbing athlete.
Building Bridges
From athlete to leader - JP develops sponsorship systems while leading sports clubs and national federations.
The Framework
Years of experience crystallize into the Outcome-Based Sponsorship (OBS) framework.
NxtStride Born
The success recipe becomes a platform - empowering emerging sports worldwide.
The Critical Innovation: Value Over Charity
Through years of leadership in sports clubs and national federations, JP discovered the fatal flaw in traditional sponsorship: it's built on charity, not value.
"When times get tough, charity is the first thing to go," JP explains."But when sponsors see measurable business results? That's when partnerships become unbreakable."
This revelation became the foundation of Outcome-Based Sponsorship (OBS) - a framework that transforms every sponsorship activation into measurable business value.
The Perfect Storm That Created Perfect Opportunity
The Challenge
Across the globe, public funding for sports is shrinking - especially for emerging sports. Athletes, clubs, and federations face unprecedented pressure to finance their own operations. The question isn't whether you need sponsors anymore. It's how to get them.
The Solution
NxtStride's OBS framework eliminates guesswork from the complex world of sports sponsorship. By connecting each activation to business outcomes and identifying success metrics, we make collaboration measurable and help sponsors defend their investment even in tough markets.
More Than a Dozen Dreamers, One Shared Mission
Today, NxtStride combines cutting-edge technology with diverse expertise in sports, marketing, and business - all inspired by the incredible athletes we serve.
No Percentage Fees
We never take a cut of your deals. Your success is our success, period.
Emerging Sports First
Built by emerging sports, for emerging sports. We understand your unique challenges.
Measurable Impact
Every sponsorship activation connects to real business outcomes. No charity, just value.
Global Mission
From local clubs to national federations - we're changing sponsorship worldwide.
Our Mission is Simple, Our Impact is Revolutionary
"Enable more people to chase the limit of what's humanly possible."
The objective of sport is to answer the ultimate question: "Who's the best?"
But without equitable, accessible sponsorship support, that question becomes:"Who can afford to compete?"
We're here to change that narrative. Forever.
Ready to Write Your Sport's Next Chapter?
Join the movement that's redefining what's possible for emerging sports. Your passion deserves recognition. Your sport deserves sponsors.