Mitoo Sports

Mitoo Sports operated a digital platform focused on the amateur and recreational sports sector, positioning itself as a comprehensive management tool and social hub for leagues, teams, and individual players. The company was founded in 2011 by Andrew Crump, Timothy Sherratt, Piers Rollinson, and Jack O'Connor. The founders, having experience as players, coaches, and managers in team sports, aimed to simplify the organizational and communication challenges prevalent in the amateur sports world.

The venture began in London under the name Bluefields, where it participated in the Seedcamp accelerator program. Following this, the company expanded to the United States, joined the 500 Startups program, and established a presence in Las Vegas in early 2013. A significant milestone occurred when the company acquired an existing league tool and rebranded from Bluefields to Mitoo. By September 2017, however, the company was out of business. Over its lifespan, Mitoo raised a total of $2.8 million over five funding rounds, with its last seed round in May 2015 securing $1.5 million. Its investors included notable venture capital firms such as White Star Capital, 500 Global, Slow Ventures, and VTF Capital.

The business offered a web and mobile application-based platform designed to serve sports leagues and clubs. Its core service was to streamline communication and organization for amateur sports. For league administrators, it provided tools to manage schedules, standings, and results. For players and parents, it offered a mobile-first solution for team communication, providing necessary information directly to their devices. The platform featured group messaging, automatic notifications for games and results, and access to team schedules and standings. A key objective was to create a "social glue" that would keep participants engaged by making it easier to connect with teammates and discover local leagues for sports like basketball, soccer, softball, and rugby. The service was designed to be intuitive, requiring no special training to use.

Keywords: sports management platform, team communication, league organization, amateur sports, recreational sports, sports technology, mobile sports app, Bluefields, Andrew Crump, Seedcamp, 500 Startups, league scheduler, team messaging, sports social network, player engagement, grassroots sports, youth sports management