If you're an elite or talent-level athlete, you know the problem. The training program lives in one place. Data from your watch in another. The physiotherapist's notes in a third. Messages from your staff come by SMS, while the calendar leads a life of its own. There's no full picture, so decisions get made from scattered fragments.
That's the problem Bricks Performance was built to solve. Founder and CEO Jacob Baagøe – formerly physical performance lead for, among others, Mikkel Hansen during his time at PSG – has built a platform that sits beneath all the other tools. A layer where data, programs, and communication meet.
"If you want to give an athlete real feedback and help them learn something about themselves, you have to see the full picture. That insight doesn't exist when data is scattered across ten different systems. That's what we built Bricks to bring together," says Jacob Baagøe.
A New Product: Athlete OS
Bricks has chosen to call the category the Athlete Operating System, and that's no accident. Where traditional sports-tech solutions typically solve one function at a time – tracking, programming, or reporting, for example – Bricks is designed as the operating system everything else can run on top of.
The athlete has a single app as the gateway to training, communication, questionnaires, and personality tests. The staff has a professional tool with calendar, program planning, and data analysis – a full overview on one screen. The two sides communicate in real time.
Bricks' model has struck a chord in the market. The platform is already used by more than 3,200 athletes and 20+ sports organizations in Denmark and Norway, from Ribe-Esbjerg HH and Mors-Thy to Norway's Brann and the DIF Innovation Lab.
Matching Loan: More Capital Without Giving Up Equity
When Bricks welcomed new, well-known co-owners in the spring of 2026, it meant more to Jacob Baagøe than just capital – it was a stamp of approval for the product. If some of the world's leading athletes want to use and own the platform themselves, that speaks for itself.
With the equity investments, Bricks gained capital, a network, credibility, and an active co-owner at the table. But outside capital also means the founder's stake gets smaller. And when you have a product in the market with international growth ahead, the balance between capital and ownership makes a real difference to how freely you can navigate as a founder.
This is where EIFO's Matching Loan comes in. The Matching Loan matches qualified investors' contributions to new Danish companies krone for krone, up to DKK 5 million – as a loan, not as equity. For Bricks, this meant the investment was effectively doubled without the founders giving up any further ownership.
"We've built Bricks from the ground up, and we have a clear idea of where we're headed. The Matching Loan lets us hold our course while stepping up the pace," says Jacob Baagøe.
The additional capital will be used, among other things, to open the platform to individual users outside the established elite and talent environments, and to lay the groundwork for international growth from 2027.
