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St. John’s-based AI coaching startup finds winning formula with $3.3 M in seed funding

May 3, 2023

ST. JOHN’S, NL - Artificial intelligence coaching startup is on track to triple its talent team after raising $3.3Million in venture capital funding for its platform, which uses AI to bring elite personal coaching to virtual motorsportracers and gamers around the world.

“Our platform has the potential to give gamers and athletes a competitive edge at every level, by providing personal, AI-based coaching to weekend warriors, high performance gamers and real-world elite athletes,” said founder Mike Winter. “Together, we are building a new model for coaching that will change how the world thinks about sports. We expect the next generation of champions will be trained on our platform.”

The investment is among the largest ever seed financing rounds for a St. John’s-based tech firm, and comes only 16 months after Winter returned to Newfoundland to launch the company in December 2021.

The funding was led by venture capital fund Build Ventures, supported by Concrete Ventures, and an international collection of angel investors.

The startup expects to hire 10-15 staff for its new downtown office by Summer 2023, including software developers, data scientists, product managers, game designers and marketing talent with plans to expand to a full staff complement of 40 in 2025.

The platform, built by a team of local software developers from its office in St. John’s, rapidly attracted 10,000 users following its alpha launch and is on a path to 100,000 users by 2024.

Build Ventures’ General Partner Patrick Keefe says the investment reflects his firm’s confidence in’s strong leadership team and technical expertise.

“In a short period of time, has made impressive progress with their technology. We see AI coaching as a rapidly growing high potential market and we are excited to support as they expand their team in Newfoundland,” Keefe said.

Winter was born and raised in St. John’s, and graduated from Memorial University of Newfoundland before working intech startups in Ontario, the United States, and Vancouver. He returned home to Newfoundland in 2021 to establish with co-founder Scott Mansell, a UK-based former professional racing driver and top youtube Formula 1 influencer who operates the successful coaching and driver training company Driver61.

Winter says that experience helped him see the potential for AI coaching for everyone, leading him to launch and create opportunities for local talent in his hometown.

“We’re building a world class team here in St. John’s,” he said. “AI is an exciting and rapidly evolving field of innovation and we are thrilled to help Newfoundland become a leader in this space.”


Headquartered in St. John’s, Newfoundland and Labrador, is bringing artificial intelligence-powered elite-level coaching to gamers and traditional athletes around the world. Find out more and join our team at

Media Enquiries: Mike Winter

Co-founder and CEO

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