Building the commercial layer beween what you've built and what it's worth.
Commercial strategy, revenue growth, and partnerships from the ground up.
Core Expertise
01
Commercial Development
Most early-stage companies have a product. Few have a commercial foundation. We build the strategy, pricing, and go-to-market architecture that turns a promising platform/product into a scalable revenue business.
02
Strategic Partnerships
The right partnership can compress years of market development into months. We identify, structure, and close high-value alliances that open new markets, accelerate adoption, and create revenue channels that compound over time.
03
Go-to-Market Strategy
Revenue does not follow a product launch.
It follows a plan. We develop the outbound frameworks, ICP definitions, channel strategies and deal structures that move a company from early traction to enterprise-scale commercial velocity.
Our Philosophy
The gap between a great product and a great business is almost always commercial.
It's rarely the technology that stalls a company. It's the pricing that doesn't hold, the partnership that never closes, the go-to-market that launches without traction. These are not execution failures. They are structural ones and they compound fast at the seed and Series A stage, when the cost of a wrong commercial decision is measured in runway, not quarters.
There is no playbook that transfers cleanly from one product, one market, or one moment to the next. What transfers is the judgment, knowing which partnerships are worth structuring, which pricing models will scale, which deals to walk away from, and which markets are ready to move.
That judgment is what Commercial Layer brings.
About
Brett Lyons
CEO
Brett Lyons is a commercial and revenue growth executive with 20+ years of experience building enterprise strategy, scaling high-growth businesses, and governing complex partnership ecosystems across AI, SaaS, sports technology, and branded entertainment.
Most recently, Brett served as the Chief Commercial Officer at ai.io, a London based AI sports platform company, where he built the commercial, partnerships, and business development functions from teh ground up. No inherited pipeline. No existing playbook. He architected enterprise alliance frameworks with with Intel, Samsung, AWS, Google Cloud, Deloitte, Gatorade, and the San Francisco 49ers, structuring commercial agreements across technology ecosystems. The partnerships and commercial infrastructure Brett put in place were instrumental in attracting HUMAIN, Saudi Arabia's state-backed AI company, to acquire a controlling stake in the business.
Prior to ai.io, Brett spent eight years at Intel Corporation, directing marketing strategy, strategic partnerships, and business development across Intel’s master brand, Intel's venture arm - Intel Capital, and Intel Sports, Incubation and 3D Athlete Tracking, overseeing multi-year alliance relationships across media, sports, and technology verticals. His work included partnership activations across the NFL, NBA, NCAA, Olympics, and global football.
Before Intel, Brett served as Chief Revenue Officer of Match Entertainment, where he scaled a multi-platform partnership and marketing business from inception to $9M+ in annual revenue in the first year, building a marketplace of 360-degree parternships with national advertisers including, but not limited to Ford, Mastercard, Visa, Microsoft and Toyota.
In addition to his executive career, Brett has served as a Strategic Board Advisor to Brand Storytelling and ROI Influencer, as a Board Director of Atomic World Media, and as a mentor to the International Olympic Committee’s Athlete 365 Program and Zero Prostate Cancer. Brett is based in Phoenix, Arizona, where he lives with his wife and two daughters.
Strategic Commercial Consultation
We partner with high-growth ventures to navigate complex commercial landscapes and unlock hidden value.