Getting fans to and from an event is one of the most underestimated challenges in sport. It is a source of cost, congestion, carbon emissions, safety risk, and, all too often, a poor first and last impression. YST turns that challenge into an opportunity, delivering personalised journey guidance to eventgoers that reduces costs, congestion, and emissions while improving the visitor experience and creating new revenue streams. Its platform unlocks operational, commercial, and environmental value from a part of the event that most organisers still leave to chance.
The platform combines an intuitive configuration dashboard, a client-branded, map-based Travel Assistant, and a comprehensive analytics and insights suite. Visitors receive personalised travel plans tailored to their event, arrival time, location, accessibility needs, and available transport options, with multimodal planning that blends public transport and event-specific services (shuttle buses, chartered coaches, ferries, and flights).
Integration with ticketing and CRM platforms ties it into an organisation's existing systems, while first-party data on visitor travel behaviour and empirical reporting on carbon reductions give organisers hard evidence of both people flow and environmental impact.
YST also turns travel itself into a new engagement channel through advertising, sponsorship, incentives, and rewards, and deploys flexibly — from a single event or venue to multi-venue, city-wide, and league-wide ecosystems.
That capability is already trusted at the very top of the industry. YST's clients include Wimbledon, Manchester City FC, the New York Mets, and London Marathon Events, and the company won the 2026 NFL Innovation Hub Challenge for Fan Journey & Personalization.
We are delighted to welcome You. Smart. Thing. to the GSIC ecosystem and look forward to supporting their continued engagement with sports organisations, startups, and industry leaders around the world.
Learn more: Visit You. Smart. Thing.
