# A-Champs Financial Model

IoT-powered gamified training device (ROXs PRO) for sports/health professionals, evolving into a B2C smart coach app for families.

- Canonical: https://finamodel.com/startups/a-champs
- Excel download: https://finamodel.com/startup-models/a-champs.xlsx
- Category: Health-tech
- Model type: SaaS ARR / Valuation
- Funding round: Seed
- Funding: $400K
- Founded: 2020
- Geography: International (US-centric revenue figures; partners include asics, UFC, DiR)
- Customer: B2C

## About the company

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.

## What's included

- 5-year monthly revenue build with stage-appropriate growth assumptions
- Full P&L, headcount plan, and operating-expense schedule
- Cash-flow statement, runway, and burn-rate tracking
- Valuation via exit multiple with a DCF cross-check
- Returns analysis with MOIC and IRR
- Unit economics including CAC, LTV, payback, and cohort retention

## 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:
1. **Product Sales** - Hardware unit sales of ROXs PRO (B2B, Phase 1). No ASP disclosed.
2. **Licensing Fee** - B2B licensing of content/platform to enterprise partners (Phase 1). No rate disclosed.
3. **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

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## 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**:
  1. Assumptions - all drivers toggled here
  2. B2B Revenue Schedule (units × ASP + partner licensing fees)
  3. B2C Subscription Schedule (subscribers × MRR, churn-adjusted)
  4. COGS & Gross Margin build
  5. Opex build (headcount + other)
  6. P&L (IS) - monthly Year 1, quarterly Years 2–3
  7. Cash & Runway (simplified; no balance sheet data available)
  8. Scenario toggle (Base / Bull / Bear)
  9. Dashboard - KPI summary: revenue by stream, GM%, cash runway, subscriber count

## Frequently asked questions

### Is the A-Champs financial model free?

Yes. The A-Champs model is a free Excel download with live formulas.

### Can I change the assumptions?

Yes. The workbook is editable and its live formulas recalculate when assumptions change.