A-A-Champs Financial Model
Health-tech Startup Financials (Free Excel Download)
IoT-powered gamified training device (ROXs PRO) for sports/health professionals, evolving into a B2C smart coach app for families.
professionals from Deloitte
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About this model
A-Champs makes ROXs PRO, an IoT-powered gamified training device for sports and health professionals, and is extending the concept into a family smart-coach app. The product turns physical training into interactive, measurable sessions.
Its commercial roadmap moves from B2B hardware sales and content licensing to a consumer subscription with branded content. This makes installed devices and the transition to the app central to the growth story.
The model should forecast hardware units by channel, ASP, COGS, enterprise licences, and installed-base conversion to the family subscription. Content, distribution, returns, and customer-support costs should be modelled separately by phase.
A turnkey financial model
Live formulas, no hardcoded values
Outputs are driven by live formulas, so the workbook updates from its assumptions instead of relying on hardcoded results.
All assumptions in one tab
Inputs are clearly marked in the Assumptions tab and separated from calculations, making it clear what to change and what to leave intact.
Statements always balancing
For integrated-statement models, the balance sheet, cash flow, and supporting schedules tie through properly.
Distinct schedules for clarity
Debt, working capital, taxes, and cash flow can get messy quickly. We group calculations in clear schedules, not across disconnected tabs.
No hidden macros or external links
There are no unexplained external workbook links or macros to undermine auditability or portability.
Changes flow through the model
Update a key driver and see the impact carry through the forecast, financing, and return outputs. We never use hardcoded numbers in formulas.
About A-Champs
How to build a detailed financial model for A-Champs
A complete walkthrough of the business, drivers, and assumptions behind the downloadable A-Champs model - distilled from its pitch deck and publicly available information.
Product & value proposition
- ROXs PRO: Connected IoT sensor/light device that combines sport-science training programs with gamification (challenges, competition, motivation) to stimulate body and brain.
- Phase 1 (Today): B2B smart assistant for sports coaches, fitness trainers, health professionals, PE teachers, and military/service personnel.
- Phase 2 (Tomorrow): B2C "Smart Coach for Families" - app-based platform ("Train like a Pro") with programs such as Active Games, Family Fitness Program, 60-Day Weight Loss Challenge.
- IP stack: Patented hardware IP, proprietary software/SDK, in-house and co-developed content IP (e.g., with asics); 3rd-party hardware and content licensing also planned.
Revenue model
Three revenue streams in sequence:
- Product Sales - Hardware unit sales of ROXs PRO (B2B, Phase 1). No ASP disclosed.
- Licensing Fee - B2B licensing of content/platform to enterprise partners (Phase 1). No rate disclosed.
- Subscription - B2C consumer subscription for family app with branded IP content (e.g., asics co-content) (Phase 2). No price point disclosed.
Channels: direct B2B (sports clubs, gyms, schools, military), media-covered (TechCrunch, Mashable), branded partnerships (asics, UFC, DiR, SlowTheGameDown, Goal Station).
Traction & metrics
- Dec 2018 revenue: US $10K
- 2019 revenue target/run-rate: US $600K
- Implied growth: ~60x from Dec-18 to full-year 2019 (note: Dec-18 figure may be a single-month or early run-rate; 2019 likely a full-year target)
- Notable B2B partners/customers: asics, UFC, DiR, SlowTheGameDown, Goal Station
- Press: TechCrunch, Mashable
- Athlete endorsement: Paul Coll, world #5 squash
Competition / moat
Competitors named:
- Fitness apps & activity trackers: MyFitnessPal, Fitbit Coach
- Interactive light tools: Test You, Fitlight, Blazepod
- Virtual assistants: Google Home, Amazon Echo Dot
Positioning: A-Champs occupies a claimed whitespace intersection of all three - "Smart Training Assistant" - combining physical IoT hardware, sport-science content, and AI/gamification in one platform.
Moat claims: Patented hardware IP; co-developed content IP with brands like asics; SDK enabling 3rd-party hardware integrations; team with manufacturing, robotics R&D, and pro-sports backgrounds.
Team & funding ask / use of funds
Team:
- Kilian Saekel (CEO): 3x entrepreneur, 13+ years manufacturing, METRO Group background
- Wayne Lin (CTO): PhD Robotics, 10+ years R&D
- Peter Munoz: Ex-FC Barcelona, soccer and performance coach
- Alan Pearson: "Founding Father" of modern speed & agility training, Red Bull
- +12 full-time engineers, designers, developers
Recommended financial model
- Archetype + why: Hardware + SaaS two-phase model (B2B hardware/licensing → B2C subscription). Phase 1 is best modeled as a product-revenue P&L with hardware COGS and licensing revenue. Phase 2 adds a SaaS ARR layer. A combined model with a phase-gate toggle is appropriate.
- Forecast horizon & granularity: 3 years (2019–2021), monthly for Year 1, quarterly for Years 2–3. Matches early-stage fundraising context.
- Key drivers & assumptions:
- Hardware ASP (B2B unit price): ~$500–$1,000/unit for ROXs PRO; no price in deck - use midpoint $750 as base
- B2B units sold: 2019 revenue target $600K; back-solve units from ASP assumption
- Revenue split hardware vs. licensing: 80/20 in Phase 1; shift to 50/50 by Year 2
- Hardware COGS: ~45% of ASP (IoT hardware typical; manufacturing background of CEO suggests in-house scale)
- B2B licensing fee: Annual per-partner fee; no rate in deck - model as $20–$50K/partner/year
- B2B partner count growth: asics, UFC, DiR, SlowTheGameDown, Goal Station = ~5 partners in 2019; +3–5 new partners/year
- Phase 2 B2C launch timing: 2021 (Phase 2 is "tomorrow" in deck language)
- B2C subscription price: $9.99–$14.99/month; model at $12/month
- B2C subscriber growth: Seeded by B2B brand awareness; start 1K subscribers at launch, 3x annually
- B2C churn: 5%/month (fitness app benchmarks)
- Gross margin Phase 1: ~40–50% blended (hardware ~55% gross, licensing ~80% gross)
- Gross margin Phase 2: ~70–75% (software/subscription dominant)
- Opex / headcount: 12+ FTEs currently; grow to 20 by Year 2, 30 by Year 3; blended cost $80K/FTE
- Dec-2018 revenue: US $10K
- 2019 revenue target: US $600K
- Scenarios (Base / Bull / Bear):
- Variable 1: B2B units/partner count (volumes)
- Variable 2: Phase 2 B2C subscriber ramp speed
- Variable 3: Hardware ASP (discounting pressure from competition)
- Bear: Phase 2 delayed to 2022; B2B volumes 50% below base; heavy discounting
- Base: Phase 2 in 2021; B2B grows per assumptions above
- Bull: Phase 2 in 2020 with asics co-launch; B2C subscriber growth 5x annually
- Required sheets / outputs:
- Assumptions - all drivers toggled here
- B2B Revenue Schedule (units × ASP + partner licensing fees)
- B2C Subscription Schedule (subscribers × MRR, churn-adjusted)
- COGS & Gross Margin build
- Opex build (headcount + other)
- P&L (IS) - monthly Year 1, quarterly Years 2–3
- Cash & Runway (simplified; no balance sheet data available)
- Scenario toggle (Base / Bull / Bear)
- Dashboard - KPI summary: revenue by stream, GM%, cash runway, subscriber count
Frequently asked
Is the A-Champs financial model free?+
Yes. The A-Champs model is a free Excel (.xlsx) download with live formulas. Sign up with your email and the workbook is yours to keep, review, and edit.
What's included in the model?+
A 5-year monthly forecast with P&L, cash flow and runway, valuation (exit multiple plus a DCF cross-check), MOIC/IRR returns, and unit economics, with live formulas throughout.
How was this model built?+
It was built from A-Champs's pitch deck and publicly available information, then structured to investment-banking standards as a fully editable Excel model.
Can I change the assumptions?+
Yes. You can change assumptions and the live formulas will recalculate in the downloadable Excel model.
Have more financial modelling questions? Contact us
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