When we invested in UPshow, it was part of a portfolio of bets that reflected our thesis of how residential and commercial venues would adapt to the transition to streaming content transforming the media landscape. On the residential side, we believed that free, ad-supported platforms would fill the gap left by cable rather than the plethora of SVODs emerging in 2016. This foresight is exemplified by our former portfolio company, TubiTV, which now sees more viewership than Disney+. On the commercial side, we saw an exciting opportunity to move venues away from costly, limited-channel cable bundles to more tailored content experiences. Moreover, there was a window for these businesses to use the screens for customer engagement. UPshow was pursuing exactly that.

UPshow’s vision directly aligned with our thesis. By building a digital engagement platform, UPshow aimed to transform how retailers connect with their patrons, enhancing their experience and fostering loyalty. This approach mirrored our belief in the shift towards tailored content experiences and interactive customer engagement. Navigating through some wrinkles here and there, UPshow executed against this vision.

Adam Hirsen and Matt Gibbs, along with numerous influential contributors, remained steadfast in their intentions, building a product portfolio with adjacent features, including a notable back-of-house employee-facing product. This commitment earned the confidence of trusted brands like Buffalo Wild Wings, Burger King, Dave & Busters, Sodexo, and Nexen Tire. Streaming live sporting events in commercial venues was unheard of at the company’s inception, and it took creativity and dedication to achieve what UPshow has built. Their partnership with Everpass further expands on this opportunity.

All investment and operating partnerships encounter ups and downs, but the test of resolve is best measured when inevitable obstacles emerge. This SaaS platform, primarily serving retailers dependent on foot traffic, faced a significant challenge when COVID-19 decimated all walk-in businesses for many months in 2020 and 2021. UPshow’s response to this crisis was both ethical and strategic; by offering financial relief to its customers, UPshow not only did the right thing but also solidified its relationships. While there was some contraction, many customers appreciated the support and partnership more than ever once they recovered from the pandemic’s peak.

This period also gave UPshow time to rethink its offering and expand into employee engagement with its back-of-house product, now branded Shift. This allowed retailers to optimize their precious square footage and efficiently connect individuals across a full experience layer under their rooftops.

Jump had the fortuitous opportunity to support UPshow across many dimensions, working with strategic, smart, and fun people along the way. Our model of thesis investing and lean-in operating with the goal of achieving enterprise value growth was in action, and it was rewarding to be part of the execution. A founder may have the right vision for a market and the right product, but even the best models and teams can face challenges beyond their control. It is hard to think of a bigger hit than the impact of COVID on a model primarily focused on bars and restaurants. The team found a way through, and we were thrilled to join the great group of UPshow partners to orient toward the logical future of media in the commercial space.