**Personalized Video Messages: The Rise of Swysh in Fan Engagement**
In a unique twist on fan interaction, Sydney Swans midfielder Chad Warner recently recorded a personalized video message for a fan, Gemma, from his suburban balcony. Although they had never met, Warner’s warm demeanor made it feel like a conversation with a friend. “Hey, Gemma, how you going? It’s Chad Warner here. I just want to wish you the very best for the story that you’re doing … I hope it goes well, I hope you get it in time. And that everyone likes it,” he said, showcasing the personal touch that has become a hallmark of the Swysh platform.
Founded in 2019 by Michael Roth, Swysh has emerged as a significant player in the growing market of personalized video messages. Roth, who previously worked at Afterpay, recognized a gap in the market for athletes to engage with fans in a more meaningful way. “It was something that was being done, but not done well,” he explained, noting that traditional fan engagement often occurs at inconvenient times, such as after games.
Swysh distinguishes itself by focusing on Australian athletes, particularly stars from the AFL and NRL. High-profile athletes like Carlton captain Patrick Cripps, Collingwood’s Nick Daicos, and NRL legends Andrew Johns and Brian To’o are among the most sought-after personalities on the platform.
The process is straightforward: customers select a favorite athlete, provide a brief note about the desired message—be it a birthday greeting or motivational words—and pay a fee that varies by celebrity. The platform’s pricing ranges significantly, with UFC announcer Bruce Buffer commanding the highest fee at $605 per message, while retired netball player Tegan Philip offers a more budget-friendly option at $22.
Roth emphasizes that the pricing is ultimately determined by the athletes themselves, allowing them to find a rate that reflects their market value. “To be honest, when we started, we were absolutely guessing what the market would pay,” he admitted. Over time, they have refined their pricing model based on demand and supply dynamics.
Athletes receive 50% of the video fee, with at least 10% going to one of Swysh’s chosen charities. After covering operational costs, Swysh retains about 30% of the revenue. Former AFL player Trent Cotchin, who has recorded nearly 500 messages since joining the platform, views Swysh as a valuable commercial opportunity that not only provides additional income for players but also allows them to give back to the community in creative ways.
As personalized video messages continue to gain popularity, platforms like Swysh are redefining how fans connect with their favorite athletes, creating a more intimate and engaging experience.
**FAQ**
**What is Swysh?**
Swysh is a platform that allows fans to receive personalized video messages from their favorite athletes and celebrities, enhancing fan engagement through direct interaction.