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Meet Joel Williams

Joel Williams is a professional sports bettor who has taken a specialised, analytical approach to sports markets since taking the game on full-time a decade ago.

Beginning Young

An avid sports lover and player growing up, Joel paired his interest in sport with his analytical mind – naturally gravitating towards sports betting at just 16 years old. He played poker professionally for several years in his early 20s, however finding positive expected value (+EV) in sporting events around the globe was where he found the most scalable success.

“As I proceeded through my early 20s, I found the refinement of my methods in betting sports would quickly overtake any income I could create elsewhere. I began analysing and specialising in the sports I knew intimately while learning how to interpret situations and place values on the probability of outcomes in sport”.

Sports Betting

“There is much more to the betting game than people think, the reality is it’s very hard to win. As a professional bettor, I put in 50+ hours and our team collaborates for over 150+ hours weekly. Being able to price markets in events with factors that change and move, you need to know sports to a very advanced level. Then pair that knowledge with the skills built through understanding odds, probability, and efficient evaluation – that is how you beat teams of traders, and bookmakers.

One of the specialties I have developed over my decade of experience in the industry is knowing how sports competitors think and react to different situations. Knowing how players think and matchup against one another while reading deeply into adapting coaching strategies are just a few ways I gain an edge that go beyond data alone.”

Joel’s biggest struggle for a long time was getting bets on. He is restricted from all major bookmakers in Australia as they have found his bets to be unprofitable for them long term. This is a punters rights issue that he has a strong view on… “Minimum bet laws need to be introduced, fairness to all. For corporate bookmakers to accept a $10,000 bet from a losing punter, while refusing to take a $50 bet from an informed one – it’s just not right”.

Breaking Perceptions

Sports Betting is often pigeonholed into ‘gambling’ while comparable risk strategies are considered ‘investment’. I treat sporting leagues, teams and players the same way stockbrokers do companies. In fact, I would argue this game moves at a much faster pace, requiring more adaptive processes in order to win. This industry is highly accessible to society, marketed to the masses for entertainment, resulting in more people losing, but that is far from our approach. It’s not gambling if you are as calculated as we are. I hold a vision to positively change people’s outlook on the possibilities of investing in sport through strategic betting methodology, backed by data and specialised expertise.


As we approach nearly 5 years providing our service publicly, we’re proud to have achieved industry-leading performance, with a 14x on initial investment on 13,500+ picks delivered.

Our strong, loyal membership base has become a community of sharper and more informed bettors, and we continue to invest our time in educating them every day.

In any industry, if you invest with the best, you will usually do well. We pride ourselves on being the best in the sports investment space.

Meet Joel Williams

“I have a vision to change people’s outlook on the possibilities when investing in sport through informed betting methodology."