After years of living across Trinidad & Tobago, Mexico, and Costa Rica, Andre Brathwaite moved to Jamaica as a teenager. It is there that he found his passion in badminton, not the backyard “catching butterflies” version played outdoors (like in his childhood picture), but the fast-paced, high-intensity game played indoors. It wasn’t just about the game; it was about something bigger—from the racket brand feeling like a symbol of belonging, to the unspoken camaraderie that became a shared culture. It was returning to Costa Rica, where badminton was as rare as snow, that led to not just the loss of a sport; he lost the sense of community that had fueled him.

That experience, combined with his background in hospitality and community building, shaped our mission: to fill the world with joy through recreation. How? By helping product marketers like you design brand communities centered on hobbies—also known as branded recreation clubs—it’s easier than ever for adults to connect through shared activities that make them feel alive, while making your brand unstoppable.

What exactly is a branded recreation club? Unlike a traditional loyalty points program, it is a type of brand community powered by a product brand, uniting people around a shared hobby.