CapStone Holdings Backs 21X Rebrand and New AI Revenue Platform for Sports
The evolution of Structurely into 21X and the launch of 21X SPORTS bring together two CapStone companies to help sports organizations create more value from existing fan and customer relationships.
CapStone Holdings Inc. is supporting the next phase of growth for 21X, formerly Structurely, as the company introduces a broader identity and expands its AI engagement platform into the sports market. The rebrand coincides with the launch of 21X SPORTS, a new business vertical owned by 21X and developed in partnership with GameAbove Sports.
As the parent company of both 21X and GameAbove, CapStone is backing the expansion with new funding and resources. The collaboration reflects CapStone’s approach to building durable businesses: invest in proven technology, support experienced operators and create practical connections across the portfolio that can accelerate growth.
A Broader Identity Built on a Proven Foundation
For more than a decade, Structurely has helped businesses turn customer conversations into revenue by capturing demand, sustaining follow-up and moving opportunities toward action. Now, as 21X, the company is broadening that mission through an expanding portfolio of products, interfaces and AI tools designed to support revenue growth, customer experience and operating efficiency.
The new name represents an evolution of the company, not a break from its foundation. Existing customers will continue to receive the same services, integrations, support and platform access without interruption. The experienced team, established platform and client relationships remain in place, supported by CapStone’s investment and a larger product vision.
The 21X platform draws on experience from more than 500 million conversations, with human feedback used to refine performance. Across voice, SMS and email, its AI can manage initial interactions, answer questions, identify intent and route the right opportunities to people when judgment, expertise or relationships matter most.
“Structurely was built to help businesses create more revenue from the demand and customer relationships they already have. That focus does not change with 21X,” said Corey Welch, CEO of 21X. “What changes is the scale of what we can offer: more products, more ways to engage and more tools that help customers grow top-line revenue, improve the customer experience and operate more efficiently.”
Extending AI Engagement Infrastructure Into Sports
21X SPORTS applies that engagement infrastructure to a market where organizations often have large, valuable audiences but limited capacity to reach every fan or customer consistently. The platform is designed for collegiate athletic departments, professional and minor league teams, leagues, and sports product and apparel companies seeking incremental revenue from the relationships they have already built.
Potential applications include ticket sales and renewals, reengagement of lapsed buyers, merchandise offers and other revenue campaigns. By initiating outreach, responding to questions and identifying interest across voice, SMS and email, 21X SPORTS can help sales and marketing teams focus their time on qualified opportunities. For enterprise organizations managing multiple systems, the platform is also designed to bring AI-powered engagement and workflow orchestration into a more unified operating environment.
GameAbove Sports brings complementary market relationships, business development experience and sales perspective to the initiative. Its role will help connect 21X SPORTS with organizations looking to strengthen fan engagement and improve ticketing, merchandise and other commercial revenue programs.
“Sports organizations have invested heavily in building fan and customer relationships, but many lack the capacity to engage those audiences consistently and at scale,” said Keith J. Stone, founder and chairman of CapStone Holdings and GameAbove. “21X SPORTS gives teams, leagues and sports businesses a practical way to turn more of that existing demand into commercial opportunity while creating a more responsive fan experience.”
“21X SPORTS gives teams, leagues and sports businesses a practical way to turn ... existing demand into commercial opportunity.”
A Portfolio Collaboration Focused on Long-Term Value
The launch illustrates how CapStone can support growth beyond capital alone. 21X contributes mature AI engagement infrastructure and years of real-world conversational experience. GameAbove Sports contributes sector knowledge and a network spanning teams, leagues, events, sports-related companies and community initiatives. CapStone provides the ownership perspective, resources and long-term orientation to help both organizations pursue the opportunity with discipline.
Together, the rebrand and new sports vertical position 21X to serve a wider range of industries while staying focused on a clear commercial purpose: helping organizations create more revenue from the customers and demand they already have.
Learn more about 21X and 21X SPORTS at 21Xai.com, or experience a live 21X demo by calling (330) 222-6156.