Brief
Athlete-founded Endo raises $815,000 to bring AI to sports agencies
Endo, founded by former athletes, aims to replace spreadsheet‑based scouting with data‑driven endorsement analytics.
By Felo News Desk · Published
Toronto‑based startup Endo officially launched on Wednesday after securing $815,000 CAD in pre‑seed funding led by Relay Ventures, according to an exclusive interview with co‑founder and CEO Michael Boushy published by BetaKit.
Endo’s AI‑powered platform is designed for sports agencies to move beyond instinct‑based endorsement decisions. The company began operations with 11 agencies—including Quartexx Management, Roy Sports Group, KHG Sports Management and Envision Sports and Entertainment—each representing multimillion‑dollar rosters across the NHL, MLB and other leagues.
Boushy, a former Western University hockey player who later worked as a consultant at The Team (formerly Wasserman), said agents still rely on spreadsheets for eight‑figure careers. He described the gap as “information‑driven” and “quite archaic,” noting that endorsements are often “very arbitrary.”
Co‑founder and COO Jack Lavorato, also a Western alumnus, joined Boushy this summer. Together they recruited former junior‑hockey teammate Anthony Baxter as co‑founder and founding engineer, and former BMO developer Matteo Tanzi as senior product engineer.
“Everyone wants to understand what their athletes are worth from a marketability standpoint, because it’s never been done before,” Boushy told BetaKit. Relay Ventures’ John Albright echoed the sentiment, saying Endo gives agents the numbers and systems needed to scale.
Key facts
- Endo raised $815,000 CAD in pre‑seed funding led by Relay Ventures. (betakit.com)
- The startup launched with 11 sports agencies covering NHL, MLB and other leagues. (betakit.com)
- Endo’s AI platform aims to replace spreadsheet‑based endorsement analysis. (betakit.com)
- Co‑founders are former Western University athletes Michael Boushy and Jack Lavorato. (betakit.com)
- Team includes Anthony Baxter (co‑founder, founding engineer) and Matteo Tanzi (senior product engineer). (betakit.com)
Sources
- [1] betakit.com — originally reported as “Athlete-led Endo launches with $815,000 to modernize sports agencies”
