MYTY Group launches VYSION

MYTY Group launches VYSION – a specialized talent management platform for athletes and sports creators

Berlin, March 11, 2025 – Today's athletes are much more than just high performers – they are creators, community builders, and brand ambassadors. While demand from brands for authentic sports creators continues to grow, there are hardly any specialized players who go beyond traditional athlete marketing and have a strategic and operational mastery of social media at the highest level.

The MYTY Group is closing this gap in the market with VYSION. Building on the existing expertise of the MYTY agencies SESAMY and Moongency, a dedicated platform for holistic athlete and sports creator management is being created.

Growing market, lack of specialists

The market for sports influencer marketing is growing significantly: according to current industry analyses, the global volume in 2024 was around USD 1.9 billion and is expected to rise to over USD 10 billion by 2033 – with a projected average annual growth rate of around 18.5% (source: Dataintelo). At the same time, sports and fitness-related content in the influencer environment achieves above-average engagement rates on platforms such as Instagram and TikTok, underscoring the growing relevance of athletes as creators and brand partners.

As part of the Group's strategic development, MYTY specifically analyzed acquisition opportunities in sports creator management. The analysis revealed a fragmented market dominated primarily by smaller entities and traditional sports marketing agencies. Holistic hybrid models combining management, content strategy, platform expertise, and data-driven brand development are currently few and far between.

“Our market analysis has made it clear that athletes are rarely consistently developed as creator brands—with an excellent social media strategy, clear brand management, and a long-term perspective. This is exactly where we see an opportunity for growth,” says David Rost, CEO and founder of MYTY Group. “With VYSION, we are creating a specialized vertical within our talent management offering that develops athletes into independent brand personalities. This will enable us to cover the most important segments of the creator economy in the future – from beauty, fashion, and lifestyle to sports – and strengthen our position as a partner for creator-driven brand management.”

VYSION: Sports meets the creator economy

Athletes inspire and motivate communities and shape the social media landscape. They stand for authenticity, have high mainstream awareness, and achieve the strongest engagement rates in the influencer spectrum. This combination makes them particularly relevant brand partners within the creator economy. VYSION is aimed at athletes from all disciplines – from running, cycling, and soccer to Hyrox and other sports.

Sophia Krauss, a proven expert, is taking on the role of Unit Director at VYSION. She most recently worked at Garmin, where she was responsible for athlete and creator management in the DACH region and holistically managed strategic partnerships and brand activations.

VYSION is launching with its first renowned athletes from international top-level sports and sports creators, including big names such as Robert Farken, Germany's fastest middle-distance runner, and Nico Rauchenwald, one of the most outstanding sports creators, known for extreme sporting challenges, authentic storytelling, and a highly engaged community. Numerous other talents are already under contract or in advanced talks, giving VYSION a strong and growing portfolio right from the start.

Thanks to the close collaboration between SESAMY and Moongency, talents will benefit from a holistic approach that combines management, strategy, social media expertise, and brand partnerships. This creates a scalable model that systematically develops athletes into creator brands instead of just marketing them on an ad hoc basis.

"With this step, we are giving athletes a home that empowers them as both athletes and creators. We provide them with strategic support, create visibility, and open up new opportunities for collaboration with brands," says Samantha Bergmann, founder and CEO of SESAMY.

Janet Pawelczyk, founder and CEO of Moongency, adds: “Today, sports creators have the opportunity to showcase their passion far beyond the world of sports. Together with SESAMY, we are building the structures to give them the support and the right stage to do so.”

Creator Hub as a physical ecosystem

Parallel to the launch of VYSION, MYTY is opening its Creator Hub, the MYTY HYVE, in Rummelsburger Bucht in Berlin. Four floors will house modern coworking spaces, a professionally equipped production studio, and a premium gym—realized in collaboration with Technogym. The hub combines content creation, coworking, training, and community in one place.

With VYSION, the MYTY Group is underlining its commitment to actively shaping markets and developing new, specialized offerings from its own strengths. Instead of relying on traditional acquisitions, MYTY is building on existing competencies and specifically addressing gaps in the market.