MOJOE
PRODUCT STRATEGY, GO-TO-MARKET AND BRAND LEADERSHIP.
Elite athletes dedicate everything to their sport. When the career ends — through injury, selection, or simply time — most are left without a roadmap for what comes next. The support systems have historically been inadequate, fragmented and largely analogue. Nobody had approached the problem with innovation or technology. MOJOE exists to change that. Founded by Joe Davis following his own experience of leaving professional football, MOJOE is the world's first AI-powered, always-on digital career coach for elite athletes — supporting them through every stage of their journey alongside and beyond sport. For clubs and organisations, a live data dashboard tracks alumni welfare, measures career readiness, monitors life skills engagement and keeps player care departments audit-ready at all times. The creators of Esben Studio have been embedded in MOJOE since its inception — working across brand identity, product strategy, ICP development, go-to-market planning, social media strategy and business leadership over the past two years.
Client
MOJOE
Year
2024-ongoing
Services
Creative Direcrtion, Product Strategy, ICP Frameworking, Go-To-Market, Social Strategy, Business Leadership
A dual proposition. Two very different audiences.
One of the most complex strategic challenges of building MOJOE has been its split identity. The B2B proposition speaks to clubs, associations and governing bodies — leading with audit readiness, workflow efficiency and player care compliance. The language is professional, evidence-led and operationally focused. The B2C athlete-facing side is something entirely different. High energy, community-driven, built on storytelling, video and podcasts. Athletes don't respond to corporate messaging — they respond to people who understand what they've been through and can show them a path forward. Building a brand, a social strategy and a go-to-market approach that serves both audiences — without compromising either — required careful ICP work, clear messaging frameworks and consistent execution across every touchpoint. That's exactly what we delivered.
No blueprint. No ceiling.
MOJOE is entering a genuinely new market. There is no established competitor to reference, no proven playbook to follow and no defined budget framework to benchmark against. Every decision — from product prioritisation to sales methodology — has had to be built from first principles. That's meant mapping proposition frameworks for multiple customer profiles, developing sales approaches that could create traction without a large commercial team, and executing with discipline in a space where the rules are still being written. The results speak to the approach. MOJOE is now active inside Premier League clubs, with significant conversations underway at association level across multiple sports. The platform's reach is expanding. The category is being defined. The work continues.
