Aspen, Colo. – – October 07, 2026 -- Structurely has rebranded as 21X and launched 21X SPORTS, a new revenue platform for collegiate, professional and minor league sports organizations, developed in partnership with GameAbove Sports and backed by parent company CapStone Holdings.
Rebrand builds on a platform shaped by more than 500 million customer conversations
The new 21X name consolidates more than a decade of Structurely's AI engagement work into an expanded product portfolio. Existing customers retain uninterrupted access to services, integrations and support under the new name. The platform uses AI across voice, SMS and email to manage initial customer interactions, identify intent and route qualified opportunities to human staff.
CapStone Holdings commits new funding to back expanded product lineup
CapStone Holdings, parent company of both 21X and GameAbove, is funding the rebrand, the broader product rollout and the launch of 21X SPORTS. Corey Welch, CEO of 21X, said the company's core focus on converting existing customer demand into revenue remains unchanged, but the scale of products and engagement tools on offer is expanding.
21X SPORTS targets ticketing, merchandise and lapsed-fan revenue for sports organizations
21X SPORTS is built for collegiate athletic departments, professional and minor league teams, leagues, and sports apparel companies seeking incremental revenue from fan and customer databases already on file. Target use cases include ticket sales and renewals, lapsed-buyer reengagement and merchandise campaigns. The platform consolidates AI-driven voice, SMS, email and workflow orchestration into a single system, replacing the disconnected point solutions many sports organizations currently run across multiple vendors.
GameAbove Sports contributes market relationships and sales expertise to the venture
GameAbove Sports, led by founder and chairman Keith J. Stone, will bring sports-industry relationships and business development experience to help 21X SPORTS reach teams, leagues and sports businesses. Stone said many sports organizations have invested heavily in building fan relationships but lack the staffing capacity to engage those audiences consistently at scale.
By automating routine fan engagement and qualification, 21X SPORTS is designed to let sports organizations serve larger audiences without proportional increases in headcount, while generating more actionable leads for sales and marketing teams.