FALSE9™ - No Distractions. Just Sports.™
Where Sports Culture Thrives Online
Created by athletes, coaches, and parents, FALSE9 reimagines digital sports discovery with clearer signals, safer visibility, and a structured space designed exclusively for the sports community.
Structure. Visibility. Community. All in One.
Who We Are
We are athletes, coaches, parents, and fans who have lived the game from every angle.
We’ve experienced the intensity of competition, the pride of progress, and the community that forms around a season.
We’ve also seen how disconnected sports can feel online, buried in noise, measured by the wrong metrics, shared in spaces not built for them.
FALSE9 was created by people who believe sports deserve better.
Better structure.
Better visibility.
Better culture.
We’re building the platform we always wished existed.
ATHLETES
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COACHES
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FANS
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PARENTS
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VISIBILITY
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DISCOVERY
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PERFORMANCE
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CULTURE
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SAFETY
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OPPORTUNITY
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SPORTS
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FUTURE
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ATHLETES • COACHES • FANS • PARENTS • VISIBILITY • DISCOVERY • PERFORMANCE • CULTURE • SAFETY • OPPORTUNITY • SPORTS • FUTURE •
Why FALSE9?
What's in a Name?
In soccer, a false 9 is a forward who doesn't stay in the traditional striker position. Instead of staying high up the field, they drop back, create space, connect play, and shift the game in unexpected ways.
We wanted a name that felt unexpected and strategic, a subtle nod to soccer (and the founder's position) without being obvious.
It represents thinking differently.
Moving differently.
Building something that plays the game a little smarter, just like this app.
FALSE9 isn't just a soccer reference. It's a mindset, one that applies to every sport.
A belief that sports deserve a platform built with intention, one that encompasses all sports and honors the love of the game.
No Distractions. Just Sports™
How It Started
FALSE9 emerged from a desire to give sports the digital home it deserves.
Inspired by the lived experience of its founder, a former Division I soccer player, parent of two young athletes, coach, and lifelong fan, FALSE9 was shaped by firsthand insight into how deeply sports influence identity, opportunity, and community.
From competing at a high level to watching youth athletes grow, one thing became clear: visibility now begins earlier than ever. Athletes are expected to build an online presence, coaches rely increasingly on digital discovery, and fans engage with the game across platforms that were never designed specifically for sports.
Over time, the gap became undeniable.
Sports participation was growing.
Discovery was going digital.
But the ecosystem felt fragmented and misaligned.
Young athletes needed a safer way to be seen.
Coaches needed clearer signals in a noisy digital world.
Fans wanted a focused space to celebrate the game.
Parents wanted structure and confidence, not uncertainty.
So FALSE9 was created to change that.
Built intentionally as a sports-only platform, FALSE9 aims to create a more structured, positive, and purpose-driven digital environment for athletes, coaches, fans, and families alike.
What began as an observation became a mission: to build a platform where sports culture can thrive without distraction.
Sports are massive. Participation is everywhere. Discovery has gone digital.
Meet the Founder
Originally from Boston, MA, now living in Charleston, SC with her husband and two children, Alli Elmunzer brings a rare combination of athletic experience, legal expertise, and entrepreneurial vision to FALSE9.
A former Division I soccer player, Alli understands firsthand how performance, visibility, and opportunity intersect in sports. Today, as a parent of two young athletes, she sees how early that visibility now begins, and how unstructured the digital landscape can feel for families navigating it.
With nearly two decades as a business and trademark attorney working alongside entrepreneurs and athletes, Alli recognized a clear gap: sports participation is massive, discovery is digital, and yet no platform has been built intentionally around the culture, structure, and responsibility that sports demand.
Fueled by a belief that sports deserve better (better visibility, better boundaries, better community) she founded FALSE9.
Under her leadership, FALSE9 is being built as a sports-only platform designed to celebrate performance, clarify discovery, and create a more positive way for athletes, coaches, fans, and parents to engage with the game.
FALSE9 Timeline
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Defined the sports-only ecosystem and core product philosophy.
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Established foundational features including ScoutReady™, role-based experiences, preset interaction, and built-in boundaries.
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Engaging athletes, coaches, parents, and fans to validate demand and refine direction.
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Building the foundational app experience with a focus on performance, safety, and scalability.
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Expanding technical leadership and bringing FALSE9 to market responsibly. (The next chapter of FALSE9 will be built with the right technical partner at the table.)
Be part of what's next
FALSE9 is currently in development.
Join early. Be part of building the future home for sports.
Early access. No spam, only updates as we build.