surefoot.me

We are proud of the long-term partnerships we have with brands like Peak Design, Hydro Flask, Brooklinen, OXO, Made In Cookware and more.

We strive to create a culture where superior service is our primary sales strategy, clients and co-workers are friends and hard work is balanced with play.

Our core tenets:

- Partner with brands and companies we believe in, who give more than they take, whether that’s in the way of charitable giving, happiness or health.

- Win with integrity and put people over profit in a world that often forgets how to do those things.

- Refuse to waiver on doing what is best for our clients, even if it means less upside for us.

- Only do what we can do well, providing strategic AB testing and personalization services, and partnering with others when we veer outside the realm of our core competencies.

- Be happy. As they say, life is too short to be anything else.

If our philosophy resonates, please give me a shout at brian@surefoot.me

CEO & co-founder

CROmetrics

As employee #1, I helped grow the company to $3.5MM in annual recurring revenue and wore many hats, handling everything from client management to data analysis, QA and process implementation for clients like Facebook, 99designs, Trulia, General Assembly, Weight Watchers and more. 

As the company grew from two people to 25, I was promoted to Director of Operations, where I led various initiatives, including implementation of back-end systems and automation that facilitated internal efficiency and client success.

Director Of Operations

Test My Marketing

This was the second company I co-founded, which I spun out of a 3-day startup event, even winning a MSN influential new business contest. True story. I’m still surprised the domain name was available. 

We offered an affordable copywriting solution to help businesses craft crisp, actionable and compelling messages before publishing to their audiences. As co-founder, I led all internal operations and marketing and managed a community of freelance marketers.

Co-Founder

Rockbridge Seminary

Directed technology, online and traditional marketing, and finance.

Vice President of Operations

Director of Operations

Operations Manager

Watch Dog Time

This was my first foray into the world of business ownership, an online luxury watch repair business. If you had a broken Rolex, Tag Heuer or Breitling, I had a fix for it.

• directed all matters of finance, marketing, and daily operations 
• handled all customer service inquiries, ensuring timely responses (see what I did there?) 
• bootstrapped company and reached profitability and positive cash flow within 5 months of launch

President & Co-founder

Justice Jewelers

In this role, I found diamonds in the rough (literally and figuratively), as I was responsible for directing the buying team, small diamond buying and jewelry appraising. This is where I got my first taste of the World Wide Web (as it was referred to then), as I  managed our company websites and the Inventory Management System. 

• responsible for planned merchandise spend of $6MM annually
• directed outsourced marketing activities with ad agency
• designed and implemented a system to control purchasing budgets 
• designed and implemented a website for sale of slow moving inventory, which led to increased profitability and faster turn
• designed and implemented a purchasing process to increase inventory turn; turn exceeded industry average by 186%
• earned Graduate Gemology degree from the G.I.A.

Buying Team Manager/Marketing Coordinator/Merchandiser

Growing ecommerce businesses through CRO, UX research, and data analytics.

We're a conversion rate optimization agency for eCommerce brands looking to grow to the next level, but know they need to a better job converting traffic. 

We talk to your potential customers, find out why they're not buying, and fix those issues through a/b testing, personalization, and data-informed UX/UI design.

We help you grow by leveraging: 
-> Full-website conversion optimization
-> Landing page optimization
-> Personalization and segmentation
-> Conversion-focused web design
-> User experience research
-> Website analytics and reporting

We’ve worked with brands you know, like JensonUSA, Osprey, PENN Fishing, and The Shade Store. We’re also fired up about helping growing brands reach the next level. Some brands we've helped make this jump include Hydro Flask, Made In, Mizzen and Main, and Peak Design.

Brian Schmitt

The CRO industry is full of 25-year-olds teaching "masterclasses" after running 10 tests.

I've been doing this since 2001. And honestly, almost all of what I see from newer operators today is straight trash.

Can someone be good at CRO in two years? 

"Good" is a loose term. Can someone do it? For sure.

But if you're coming in fresh at 25 with no business experience, you're not going to be proficient.

You'll end up copycatting wins you see posted online with no strategic thought and zero customer empathy.

I've stepped in for clients after they left younger agencies. Their biggest complaint is always:

"Our tests would win, but we wouldn't see revenue translate."

When I examine their "winning" tests, I find they hit significance in 3-4 days when the sample size wasn't big enough, creating false positives everywhere.

We've found "losses" that were actually wins when re-run correctly and "wins" that were flat or actual losses.

Real experience teaches principles, not tactics.

CEO at Surefoot.me | Driving ecom growth w/ CRO, Analytics, UX Research, and Site Design

The most expensive mistake $10M+ ecommerce brands make:

They spend millions on traffic.
But 98% of those visitors leave without buying.

CRO is the lever they ignore.

Acquisition builds reach.
Optimization builds revenue.

Without CRO, your ad budget is a leaky bucket.

Recent wins from Surefoot clients:

 • Free Shipping Threshold → +$516K annual revenue
 • Centaur LP → +8.3% cart adds
 • Category Clarity in the Nav → +$149K annual lift

Different brands. 

Same pattern:
Disciplined experimentation beats design trends.

The most expensive phrase in eCommerce?

“We want to redesign the website.”

Full redesigns do not deliver the ROI you think it will, and it is almost always a waste of time and resources that brands could be putting towards what ACTUALLY drives a substantial impact: 

→ Removing friction where it counts
→ Fixing leaks in the customer journey
→ Tapping into buying psychology
→ Running smart, strategic A/B tests

Chasing shiny new designs is looking for gold at the end of the rainbow. 

Double down on what works and optimize the rest.

Most people think CRO is about button colors and call-to-actions.
It’s not.

It’s about truth.

When we run a test, we’re asking:
“What actually drives buying behavior, not what we think drives it?”

Sometimes that truth hurts.
It shows your $82k redesign was vanity.
It proves your CEO’s favorite headline does nothing.
It humbles teams who “knew” their customer.

But that’s why it works.

CRO turns “we believe” into “we know.”

And once you operate from truth, every other part of your business compounds faster.

When a brand tells me “it should be working,” I know we’re about to find revenue.

“Our PDP should convert better.”
“Our new landing page should outperform the old one.”
“Our loyalty program should increase retention.”

The problem?
None of those sentences include proof.

We’ve run over 9,000 tests across ecommerce brands.
Roughly half the time, the “better” version loses.

That’s not failure.
That’s the tuition you pay for certainty.

You can either spend millions building what should work…
Or a fraction testing what actually does.

If everyone follows “best practices,” who’s left to stand out?


So many CRO audits start with the same sentence:


“We follow best practices.”


And that’s usually the problem.


Because “best practices” mean “what everyone else already tried.”
They’re safe. Predictable. Easy to copy.


But optimization isn’t about copying. It’s about discovery.


Your audience, product, and price point are unique.
Your winning version probably breaks at least five “rules.”


If your pages look like your competitors’, you’re fighting for scraps.


CRO is how you break away, safely.
You earn permission to zig while they all zag.

How's it going today? 

Feeling the anticipation or feeling the heartburn?

Every brand has one assumption about its customers that has never been tested.

What’s yours?
(Serious question.)

Transforming Sports Travel into Unforgettable Experiences

I specialize in creating unique, fully customized sports travel and incentive packages that help corporations and brands strengthen relationships, reward top performers, and leave lasting impressions. Through ABSOLUT Sport, we bring a streamlined, creative, and client-centered approach that simplifies the process for busy professionals who want exceptional results without the stress.

Who We Work With
Our partners include major brands like Miami Heat, Red Bull North America, Puma Group, Coca-Cola, and Hilton. I connect with decision-makers across sectors—whether it’s a Director of Partnerships in consumer goods, a VP of Marketing in F&B, or an Employee Engagement Manager in technology. Each partnership begins with an understanding of our clients’ vision and goals, followed by a seamless experience built on attention to detail and access to the world’s biggest sporting events.

Why Choose ABSOLUT Sport
We take care of every detail, handling logistics, event access, and custom itineraries so our clients can focus on what truly matters—enjoying the experience and achieving their business goals. We’re here to solve challenges like planning complexity, budget optimization, and creative design, ensuring every experience not only exceeds expectations but also fits seamlessly into your company’s objectives.

What Clients Say
"On behalf of Puma, we want to thank you and the entire ABSOLUT team for the incredible work on our Copa América event. Your dedication to every detail, from planning to execution, made all the difference in making the experience exceptional." - Federico Blangino, Lead Strategy LATAM, Puma Group

Let’s Connect
If you’re looking to elevate your brand through sports travel or incentive packages, let’s connect! Reach out here on LinkedIn or email me directly at martin.hinojosa@absolut-sport.com. I’d love to learn about your challenges and goals so we can create unforgettable experiences together.

Beyond ABSOLUT Sport
As the Founder of Revent Sports, an adult co-ed soccer league in Costa Mesa, CA, I’m passionate about building community through sports and creating new opportunities for connection. I’m always open to partnerships with local businesses in Newport Beach/Costa Mesa to join us as partners or sponsors. If interested, please reach out at martinh@reventsport.com to discuss how we can collaborate.

Martin Hinojosa

The Next Wave of Sports Hospitality is Data-Driven. 

Not Guess-Driven.

The sports & travel landscape is shifting fast and the winners will be the brands who combine:

1. Data on fan behavior
2. Corporate incentive psychology
3. Global access to premium sports assets

What we’re seeing across F1, Soccer, Football, NBA, Tennis and major corporate clients:

• Premium buyers want frictionless VIP access
 • Executives want clarity and ROI, not ‘perks’.
 • Sponsors want activation moments tied to business goals
 • Fans want experiences that feel once-in-a-lifetime

This is why US sports teams are expanding their global VIP offering and why they are exploring structured road-trip partnerships.

Sports hospitality isn’t a luxury vertical anymore.

It’s a performance vertical.

#SportsBusiness #ExperientialMarketing #Sponsorships #F1 #MLS

Creating Unforgettable Sports & Corporate Travel Experiences | Partnering with Global Brands to Deliver Seamless Incentive Programs & Activations

Incentive Travel Has Entered Its ROI Era 

Here’s the New Standard

For years, incentive travel was treated as a perk.

Today, CFOs are asking a new question:

“What does this experience produce?”

The companies we work with aren’t buying trips.

They’re buying outcomes: retention, renewal velocity, and market-entry traction.

Our playbook for measurable ROI looks like this:

1. Start with the revenue gap (renewal risk, pipeline stuck points).

2. Architect the experience around that gap (executive hosting, VIP access, shared moments).

3. Add the content layer so the moment works for 90+ days.

4. De-risk the operation so nothing interrupts the outcome.

This is exactly how a corporate client used Copa America 2024 to reinforce client relationships and accelerate regional alignment and immediately chose to work with us again for CONMEBOL finals.

Incentive travel isn’t an expense.

It’s a strategic mechanism when designed with intent.

#IncentiveTravel #ClientRetention #RevenueLeadership #SalesEnablement

The Next Era of Sports Hospitality: High-Intent Experiences → High-Value Outcomes

Corporate hospitality is entering a new phase, one driven by precision positioning and audience intent, not volume.

Three macro trends are reshaping how brands use sports:

1️⃣ Conversion Over Impressions
 Brands want meaningful experiences with the right 20 people, not generic events for 200.

2️⃣ VIP Access as a Business Tool
 Teams offering exclusive moments are seeing sponsors leverage travel + access to drive revenue outcomes.

3️⃣ Global Fan Mobility Is Exploding

LATAM, Europe, and Asia are traveling to the U.S. for NFL, NBA, MLS, F1 at record levels, especially when paired with premium travel support.

This is exactly why brands are expanding their experiential offerings across F1 races, Showrun events, and emerging sports.

The brands that win the next 24 months aren’t the ones with the biggest budgets.

They’re the ones who engineer unforgettable moments tied to measurable outcomes.

#SportsBusiness #CorporateHospitality #F1 #NFL #NBA #MLS

What 20,000+ Clients Taught Us About Experience Engineering

Scale doesn’t create excellence.

It reveals whether you actually have it.

During Copa America 2024, our team delivered:

✔ 20,000+ clients
✔ 7,000 rooms
✔ 2,000+ accredited vehicles
✔ Across 14 cities & 16 stadiums

At that scale, you learn quickly:

Clients don’t remember the chaos.

They remember who made the chaos invisible.

Whether it’s 50 Puma executives arriving at different times, 5,000 fans across Rio hotels, or corporate delegations navigating global delays the formula stays the same:

Anticipate → Prevent → Solve → Communicate → Deliver.

This is why companies come back.

This is why partnerships deepen.

And this is why experience engineering is becoming a critical differentiator in B2B.

#ClientExperience #EventOperations #CorporateTravel #SportsTravel

Incentive Travel Has Officially Shifted From Perk → Performance Engine

Here’s the shift happening across every high-performing organization we work with:

Incentive travel is no longer a celebration at the end of performance.

It is a mechanism that creates performance.

The companies leading 2025 planning cycles are designing incentives around measurable outcomes:

 • Retention lift among top earners
 • Pipeline velocity from shared client moments
 • Cultural alignment at the leadership level
 • Brand equity strengthened through unforgettable experiences

Look at Puma LATAM during Copa America:

ABSOLUT Sport handled lodging, transportation, activations, legends match, yacht event, and full matchday operations for 50 executives, turning the entire trip into a platform for internal alignment, client engagement, and brand storytelling.

And the result was immediate: they renewed with us on the spot for the CONMEBOL Libertadores Final.

Incentives aren’t a perk.

Incentives are a performance system if engineered correctly.

#IncentiveTravel #CorporateEvents #RevenueLeadership #SportsBusiness

Your Smartest Partnership Won’t Be the Flashiest.

It Will Be the One That Scales Outcomes.

Brands often chase partnerships that look impressive on paper.

But the partnerships that deliver ROI, renewal, and real leverage look very different.

When evaluating opportunities: MLS clubs, NBA teams, Tennis tournaments, Golf events, global sports rights, F1 assets we run a simple test:

Does this partnership unlock compounding value?
✔ Exclusive access: hospitality suites, on-field moments, behind-the-scenes assets
 ✔ Experiences money can’t buy: legends, meet & greets, internal activations
 ✔ Sponsor alignment: channels to distribute fan/travel packages
 ✔ Operational readiness: can the partner support scalable delivery?
 ✔ Right to storytelling: moments that create organic advocacy

A great partnership doesn’t just give you access.

It gives you leverage.

#Partnerships #Sponsorships #SportsMarketing #ExperientialMarketing

What 20,000+ Clients Taught Us About Operational Excellence

Scale reveals the truth.

Whether a company can deliver under pressure, or whether the cracks begin to show.

During Copa America 2024, ABSOLUT Sport executed:

 • 20,000 clients across the U.S.
 • 7,000 hotel rooms
 • 2,000+ accredited vehicles
 • 14 cities, 16 stadiums

And here’s the lesson:

Clients don’t remember the weather delays, blocked streets, security bottlenecks, or last-minute venue changes.

They remember how protected they felt.

They remember that everything “just worked.”

And that’s because behind the scenes there were:

 • Contingency playbooks
 • 24/7 staff at airports & hotels
 • Pre-coordinated VIP routes
 • Redundant transport systems
 • Real-time ops adjustments

This is why partners like Puma LATAM immediately re-booked us for CONMEBOL Finals.

Operational excellence isn’t glamorous.

It’s the reason clients stay.

#EventOperations #ClientExperience #SportsTravel #LogisticsLeadership

Executive hosting looks good, until you realize it isn’t delivering business results.

Three common mistakes:

Hosting “everyone & their dog” → dilutes ROI.

Treating access as the reward (it’s the beginning).

No content capture → memory fades and value is lost.

Fix this by:
 ✅ Hosting selectively (top 5-10%).
 ✅ Making access exclusive (grid walk, VIP back-stage).
 ✅ Capturing content for downstream activation (video/social proof).

When done right, you don’t just deliver luxury, you build pipeline.

#LuxuryTravel #CorporateHospitality #B2BSales #ExperientialMarketing

Your Smartest Partnership is the One That Builds Compounding Value

The best partnerships aren’t loud, they’re leveraged.

When we evaluate a new partnership, we run everything through one filter:

Does this asset create compounding value for our clients?

Here’s what that actually means:
 • Access that money can’t buy (on-field, behind-the-scenes, tunnels, legends).
 • Inventory that solves a real business need (group travel, VIP hosting, activations).
 • Assets that scale (rights, hospitality, placements, database marketing).
 • Operational readiness so your team never carries the load.
 • Co-marketing channels that drive measurable engagement.

This is why our partnerships deliver outsized value for every corporate client we host.

A good partnership looks impressive.

A great partnership moves outcomes.

#Partnerships #BrandStrategy #CorporateEvents #SportsBusiness

The Most Underrated Revenue Protector in Corporate Travel: 

Real-Time Ops

Everyone loves the highlight reel.

But the real story lives in the operations room.

When flights cancel.

When immigration lines stretch two hours.

When weather shuts down a city.

When VIP guests arrive at unpredictable times.

That’s when “travel planning” becomes revenue protection.

The companies we serve trust us because we operate with a simple ethos:

No missed moments. No missed meetings. No missed outcomes.

This is the same operations DNA that allowed us to:

 • Deliver PUMA Group’s full CONMEBOL Copa America 2024 activation across Miami → legends → yacht → matchday
 
 • Operate massive CONMEBOL finals programs
 
 • Support Amstel Bier activations requiring precision timing

Luxury isn’t the suite.

Luxury is knowing nothing will go wrong.

#EventOperations #RiskManagement #CorporateTravel #B2B

The Most Underrated Revenue Protector in Corporate Travel: Real-Time Ops

Everyone talks about “memorable experiences.

But few talk about the backbone that keeps them intact:

Real-time operational decision-making.

Here’s what that actually looks like:

✔ Rebooking flights when weather shuts down airports
✔ Re-routing VIP transport through alternative access points
✔ Coordinating with security when stadium zones shift
✔ Replicating activations when venues adjust
✔ Managing multi-city complexities across global stakeholders

This is the invisible work. 

The work that determines whether a client program becomes a highlight or a headache.

During Copa America, we solved thousands of micro-issues without clients ever knowing.

During Red Bull activations, the expectation is the same.

During MLB, NBA, NFL, MLS road-travel discussions… exact same standard.

You don’t need a vendor for these moments.

You need a partner who prevents them from becoming problems.

#EventOperations #RiskManagement #CorporateTravel #SportsEvents

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