About

How do we create more Fanatics?

Fanatics is not a loyalty programme, CRM software, an advertising agency or a social listening tool. We help brands find the customers who could become disproportionately valuable, understand what's stopping them, and decide what to do next.

Check

Take the free Fanaticism Readiness diagnostic.

Talk

Discuss the opportunity with Fanatics.

Discover

Combine workshop, evidence and customer data.

Act

Identify the most important What Next opportunity.

Experiment

Test whether behaviour changes.

What we believe

Not all customers are equal.

Some buy. Some come back. Some recommend you, participate, identify with you, bring other people. A few become Fanatics, and they are disproportionately valuable to the business.

A Superconsumer isn't necessarily your Fanatic.

Someone can love the category and still spread their spend across your competitors. The gap between caring about the category and caring about your brand is where the opportunity sits.

Don't give me another dashboard.

Brands don't need more data about who bought. They need to know what to do next: product, experience, access, recognition, community, co-creation, service, content, culture or ritual.

Test, don't guess.

Every Discovery ends in one experiment: the highest-priority hypothesis, designed to show whether behaviour actually changes.

The founders

Four people who are fanatical about different things — strategy, ideas, data and building — pointed at the same question.

The Strategist

Dimple Trivedi

Helps businesses find the clarity to grow meaningfully.

Founder and strategic lead at Fanatics. Dimple has spent 15+ years moving across research, customer experience, communities, marketing, consulting and brand strategy, working with organisations including Infectious, Dentsu, Pinstorm and Reliance. She connects the dots others often treat as separate: business problems, human behaviour, culture, brand and growth. Her work begins with better questions, gets uncomfortable when necessary, and ends with a clearer idea of what a business should do next. Winner of the World Marketing Congress Young Achiever’s Award for purpose-driven marketing, she is also a certified yoga teacher and nutritionist. The worlds may seem far apart. To Dimple, they are not. Both are practices of seeing the whole system, finding what is out of balance, and creating meaningful change. At Fanatics, she finds the problem worth solving.

The Visionary

Karl Gomes

Turns what a brand could become into an idea people can believe in.

Creative Founder and CCO. Karl has spent his career building brands, stories and ideas across Dentsu, Infectious, Rediffusion, Leo Burnett, Tribal DDB and Deadline, with recognition from Cannes, ADFEST, Webby, EFFIE and Abby, alongside jury roles at Cannes, Adfest and the Abbys. He has a particular talent for getting beneath the noise. Untangling identities. Finding the story hiding inside a founder’s monologue. Reviving ideas that became too safe somewhere between the first sketch and the fifteenth meeting. A former national hockey player, biohacker, fruitarian and permanently curious human, Karl brings the same instinct to brands that he brings to life: question the default, experiment relentlessly, and keep looking for the thing that feels unmistakably alive. At Fanatics, he finds the idea worth following.

The Intelligence

Ajay Verma

Finds the signals hidden in the noise.

Data and Growth Founder with two decades of experience across analytics, martech and performance, working with consumer and B2B businesses to connect customer intelligence, technology and measurement with growth. Ajay turns fragmented data into patterns, patterns into decisions, and decisions into momentum. He helps determine whether an idea is merely interesting or actually working, where the opportunity is hiding, and what deserves to scale. Quiet in the room. Decisive in the numbers. He brings evidence to instinct without killing the instinct. At Fanatics, he finds the signal that makes the idea smarter.

The Builder

Samarjeet Singh

Turns ideas into businesses built to grow.

Samarjeet has spent 25+ years building ecommerce, technology and D2C businesses, long before D2C became a boardroom buzzword. He is Chairman of TIG, the venture studio behind Iksula, Revboosters, Brand Fanatics and Shisenfox, and was previously part of the leadership team at Baazee.com, acquired by eBay, and founder of Tajonline.com, acquired by Star India. He brings the operator’s question into every conversation: How does this actually work? From business models and operating systems to partnerships, technology and scale, Samarjeet helps turn ambitious thinking into something that can survive contact with the real world. A business mentor, growth catalyst and strategic sounding board, he knows that a powerful idea is only the beginning. Someone still has to build the machine around it. At Fanatics, he finds the path that makes the idea real.

The four together create a very clean system:

Dimple finds the problem worth solving.

Karl finds the idea people can believe in.

Ajay finds the signal that makes it smarter.

Samarjeet finds the path that makes it real.

Start with five minutes. Find out how ready your brand is to create Fanatics.

Check your Fanaticism — free