Live sports generate enormous amounts of fan behavior, yet the organizations that run them know surprisingly little about the people in the seats. A ticket scan proves a fan showed up, but the concessions, merchandise, and companions behind that visit sit in separate point-of-sale, CRM, and ticketing systems that rarely connect, so sales teams and sponsors guess at who to renew and who is drifting away. Toutix addresses that gap with a fan intelligence platform that sits on top of the ticketing systems teams already use instead of replacing them. Every fan gets a Fan Passport inside the team’s own app, and ticket purchases, gate scans, concessions, and merchandise feed a single profile that the club owns, not the ticketing vendor. Bruno, the company’s AI, reads that data to show which fans will likely attend, which are at risk of lapsing, and where a deeper relationship is possible, without requiring a large internal data team. The platform is live with AC Newport, a new semi-professional soccer club in Rhode Island, where it has built more than 10,000 fan profiles, and it now targets emerging leagues, college athletics, and festivals in the U.S. and UK.
AlleyWatch sat down with Toutix CEO and Cofounder Dillane Wehbe to learn more about the business, its future plans, recent funding round, and much, much more…
Who were your investors and how much did you raise?
We raised a $3M Seed round from Evolution Equity Partners, which we announced on November 10th.
Tell us about the product or service that Toutix offers.
Toutix is a fan intelligence platform for sports teams, leagues, colleges, and live events. Today, a team may know that a fan bought a ticket, but that is often where the picture ends. What they buy at the venue, who they attend with, how frequently they show up, and how they engage over time are typically disconnected.
Toutix brings those signals together. We integrate with the ticketing systems teams already use and give every fan a Fan Passport within the team’s own app. Ticket purchases, gate scans, concessions, merchandise, and other interactions can all feed into a single profile owned by the team.
On top of that data layer is Bruno, our AI, which helps teams understand who their fans are, who is likely to attend, who may be at risk of lapsing, and where there are opportunities to deepen the relationship. Teams keep their existing ticketing infrastructure while gaining a much clearer view of their fans.
What inspired the start of Toutix?
I was a college athlete and saw firsthand how little teams often know about the people in the stands. A team may know who purchased a ticket, but very little about that fan’s broader relationship with the organization.
I met my Cofunder Daniel Zhang at Durham University in the UK, and we started Toutix in 2024 as an anti-scalping ticketing product. But the more time we spent with teams, the more obvious the bigger problem became: selling the ticket wasn’t the issue. What teams lacked was a way to understand the fan after the ticket was sold. That insight changed the direction of the company and led us to build Toutix into the fan data and intelligence platform it is today.
How is Toutix different?
Ticketing platforms have spent years optimizing the transaction of selling a ticket. We are focused on what happens after that transaction.
Most teams still have fan information spread across ticketing, point-of-sale systems, CRM platforms, and other tools. Toutix brings those interactions into a persistent fan identity that the organization owns.
We are also not asking teams to replace the technology they already use. Toutix sits on top of existing ticketing and venue systems, and Bruno turns the resulting data into insights teams can act on without needing a large internal data team.
What market does Toutix target and how big is it?
Our core market is the broader live sports ecosystem, particularly emerging and mid-tier professional leagues and clubs, college athletics, and festivals and live-event organizers in the U.S. and UK.
These organizations repeatedly bring together identifiable audiences and generate valuable fan data, but much of that information remains fragmented across different systems. Thousands of organizations in the U.S. alone, including clubs, leagues, colleges, and festivals, fit that profile. However, relatively few have a true fan data layer connecting those interactions.
Over time, we see the same opportunity extending to artists, venues, promoters, and other parts of the live-events ecosystem.
What’s your business model?
Toutix is sold through annual platform contracts with clubs, leagues, and other live-event organizations.
The platform can include the Fan Passport and team app experience, integrations with ticketing and point-of-sale systems, the underlying fan data layer, and Bruno. Pricing scales based on the size of the organization and the scope of the deployment, while league-level partnerships can create efficiencies as more clubs participate.
How are you preparing for a potential economic slowdown?
We have built Toutix with a small, experienced team and are disciplined about how we deploy capital, which gives us flexibility regardless of the broader market environment.
We also believe the value of the product becomes even clearer when budgets tighten. In a downturn, teams have to get more value from the fans they already have. Toutix helps them identify changes in fan behavior, understand who may be at risk of disengaging, and act before that relationship is lost.
Our pricing also scales with the organization, so we can work with clubs of different sizes without requiring an outsized technology investment.
What was the funding process like?
For us, the process was about finding an investor that understood the opportunity beyond ticketing itself. We had spent the early years building the product, working with customers and proving that there was a much larger opportunity around the fan relationship. Evolution understood that vision. This round gives us the ability to take something we know works and scale it across more teams, leagues and markets.
What are the biggest challenges that you faced while raising capital?
The biggest challenge was explaining a category that does not really exist yet.
Ticketing is already a crowded market, so the immediate question was why the industry would need another ticketing platform. We started in ticketing ourselves, which is how we learned that the answer was simple. There wasn’t a need for another ticketing platform. That’s why we focused on a different layer: the fan data created around every event that is often fragmented or lost once the ticket transaction is complete.
Evolution saw the opportunity in helping teams move from simply selling tickets to building direct, data-driven relationships with their fans.
What factors about your business led your investors to write the check?
I can only speak from Toutix’s perspective, but we believe the combination of the product, the market opportunity, and early customer traction helped demonstrate the potential.
Toutix connects the ticket to what a fan does throughout the event experience — from entering the venue to purchasing concessions or merchandise — and brings those interactions into one profile owned by the team.
We also integrate with the systems teams already use rather than requiring them to replace existing infrastructure. The platform is already live with AC Newport, where we have more than 10,000 fan profiles, giving us a real-world example of the model in action.
What are the milestones you plan to achieve in the next six months?
Our focus is on taking the model we have tested with AC Newport to more clubs, leagues, and colleges across the U.S., including establishing our first league-level partnerships.
We are also building out our UK presence in London, where we already work with festival and promoter clients, and expanding Bruno’s role across the platform.
On the product side, we are continuing to broaden the types of fan interactions we can capture, including movement and engagement within the venue, so teams can build an increasingly complete view of the fan experience.
What advice can you offer companies in New York that do not have a fresh injection of capital in the bank?
Build and sell. Stay close to your customers, prove that they need what you are creating, and avoid overcomplicating it.
Where do you see the company going now over the near term?
We want Toutix to become the standard for how live-event operators understand and build relationships with their fans.
In the near term, that means expanding to more clubs and leagues in the U.S., establishing a stronger footprint in the UK, and putting Bruno into production across our customer base.
Longer term, we believe every ticket can become the starting point for a much richer fan identity, and the organization creating that experience should own what it learns from that relationship.
What’s your favorite fall destination in and around the city?
Balade for Lebanese food, swimming and working out at Chelsea Piers, and finding a pickup basketball game whenever I can.
