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Rocky Collis grew up playing baseball—but once he hung up his cleats to become an attorney, he found that his passion for sports still needed to be filled. He found some of that fulfillment by watching his younger brother Luke, a quarterback, train with renowned throwing mechanics guru Tom House.
Those sessions gave birth to Mustard, which was founded in 2019 by the Collis brothers, House and performance coach Jason Goldsmith. Mustard is a sports training app that allows users to capture their training on video via their mobile devices, evaluates their mechanics and performance and provides them with coaching and feedback on how to improve.
Rocky Collis, CEO of Mustard.
Courtesy of Mustard
On Tuesday, the Los Angeles-based startup (which is not to be confused with the food video app of the same name) announced that it has raised a $3.75 million seed funding round led by the Lake Nona Sports & Health Tech Fund. The round included investors from across the world of sports like Dallas Mavericks owner Mark Cuban, NFL legend Ronnie Lott and pro golfer Justin Rose, who joined existing investors like former NFL quarterback Drew Brees and baseball legend Nolan Ryan.
The funding takes Mustard’s total capital raised to $6 million. That money will be used to grow the startup’s tech team, and expand its training offerings beyond its core sport of baseball and into football, golf, soccer, tennis and basketball.
While Major League Baseball pitchers are among those who use Mustard, Collis said the app’s target audience is adolescent athletes who are just learning their craft.
“If we can get this technology and elite coaching in the hands of kids when they're a little bit younger than 14, we think that's where we can really make a difference in their lives and help them keep playing sports that they're passionate about longer than they otherwise would,” Collis told dot.LA.
Mustard will also offer its users mental performance training, in the form of live and recorded content led by Goldsmith and other advisors.
Unlike other sports training offerings, Mustard offers most of its features at no cost. While it plans to add premium features for a subscription fee in the coming months, “the soul of the company is to help kids regardless of resources, and that's what we're going to continue to do,” Collis said.
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Food content videos have become wildly popular on social media, but rarely can you order directly from your screen.
Diana Might and David Currant's concept could change that. The two, who were introduced by a mutual friend over Zoom, co-founded Mustard, a food video app that makes its uploaded food videos shoppable.
Might, a Netflix senior producer and self-described major foodie, admits she finds food through social media apps but isn't fond of the research it takes to translate a mouth-watering video clip into an order.
"Why can't I just order through the video?" Might said. "There isn't a hyperlink there, so I need to find the name of the food or the place and then go and search it on Yelp or Google, and it's just like five, six different places until I can get to what I want."
Once a user creates their profile, they are given the option to select three interests that pertain to the type of food they like. Whether you are into comfort food or identify as vegetarian, the algorithm aims to take into account your interests.
Mustard co-founders Diana Might and David Currant
Unlike videos found on Instagram or other social media platforms, Mustard highlight's food videos based on users' locations. The startup is working with content creators to repurpose their food videos into revenue opportunities.
"We just picked up the trends that already exist; people already create videos," Might said. "They already find food for videos, but we just merged two worlds together and made that more simpler and more fun to order food around you."
If their video converts a viewer into a diner, the creator automatically receives an affiliate fee — at no cost to the restaurant.
"There's so many food apps that cater first to the business and the restaurant, and our interests as foodies and content creators are the last in the line," Might said.
The startup will use the money to hire new engineers and expand the company, creating more density in areas around Los Angeles and the rest of California.
The app is primarily available in Los Angeles, Orange County and the Bay Area and contains over 8,000 restaurants in its database. In the next year, it's also looking to branch out to the East Coast. And Mustard's co-founder said the company will be releasing a video editor within their app by the end of the year.
"I'm developing filters for food because on Instagram, you have filters for the face, only compliments certain skin tones, but not food tones," Might said.
Currently, the app is only available for iOS users, but Might said the company is planning to release an Android version in the future.
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