Fautor Labs is a psychographic intelligence company for sports.
Sports is not a rational purchase. It is a passion decision.
Fans don’t just buy tickets, merch, or subscriptions. They invest emotion, identity, and belonging.
Most data in sports explains what fans do.
We exist to understand why.
“But, we already have fan data.”
Teams, leagues, and sponsors are swimming in behavioral and demographic data. They know attendance, clicks, and spend.
What they often lack is a consistent, scalable way to understand fan motivation across markets, leagues, and partners.
Without that layer, strategy leans on assumptions. Marketing gets generic. Partnerships stay surface level.
We measure the core motivations that drive fandom and translate them into standardized segments that teams, leagues, and sponsors can actually use.
We combine first party fan research with large scale consumer data to make those motivations actionable at scale. Not just in a report, but inside real targeting, partnerships, and experience design.
Meet Our Founders
Fautor Labs was founded by two people who came at the same problem from different sides and realized the industry needed both.
April Seifert, Ph.D.
April built her career inside the sports industry, helping teams, leagues, and sponsors understand their fans. Trained as a doctoral-level psychologist and known for translating complex human behavior into practical strategy, she saw a consistent gap. Organizations had deep behavioral and transactional data, but very little clarity on the motivations driving fandom. Why people care. Why they stay loyal. Why they drift. After years of watching smart organizations make decisions with an incomplete picture of the fan, she set out to build a more human, more predictive foundation for sports strategy.
Jason Carlson
Jason came at the challenge from the technical side. With a background in data science, identity resolution, and precision marketing, he has spent his career turning complex data ecosystems into actionable targeting and measurement systems. He understands how to operationalize insight at scale, connecting audience intelligence to real world activation across media, CRM, and digital channels. Where April focused on decoding the psychology of fandom, Jason focused on building the infrastructure that makes that intelligence usable.