Where we came from, and who we are now: The EngageRM story

EngageRM's story began in 1999, when founder Brett Yorgey left a career in factory automation after discovering he preferred working with CRM software — then little more than a "massive address book" for companies.

From factories to sport

The business, originally named JayThom, started out serving airports before partnering with Microsoft in 2004 and building out verticals across government, customer service and finance on the Dynamics 365 platform. A 2009 partnership with Tennis Australia marked the company's first move into sport, followed by AFL clubs from 2010 — by 2015, the business had committed fully to the sport and entertainment vertical.

Growth through disruption

A pivotal 2019 Microsoft co-sell program brought new leadership on board — Board Chair Tony Hood, Chief Product Officer Neil McKinnon and CEO Ned Coten — officially transforming JayThom into EngageRM. Just as the LA Clippers signed on in early 2020, the pandemic hit, but rather than slow the business down, it accelerated demand as organisations across sport recognised the need to understand their data better. The business nearly doubled in size through 2021 and 2022, adding clients across the NBA, MLS, racing and NRL, and was recently recognised with a Fast Growth Award at the Australia and New Zealand Sports Technology awards.

Looking ahead, Brett sees data and sports technology playing an ever bigger role in how organisations build relationships with fans — and 2023 as another big step in that direction.