How do you build a community around a sport you invented and no one ever heard of? How do you attract potential target audiences & partners to develop the idea? How do you get people enthusiastic for a ridiculous idea and how do you turn them into ambassadors?

We put all our money on Facebook and AgoraPulse, which turned out to be the killer-combo.

John Haydon asked us to describe in detail how we started from scratch to eventually create vibrant community that reaches millions of people every year.