Get In diversifies after two years, wins FA retainer

Get In, the agency founded by Nathan Edmonds, has reached its two-year mark after securing a retainer from the Football Association and signing as a partner for Global Esports Industry Week 2026 in Cologne.

Edmonds left his previous agency role in early 2024 and formally launched Get In at the end of April 2024, publicly announcing the business in July after initial clients were in place. Early account wins included a retainer with FACEIT from the ESL FACEIT Group. A LinkedIn pitch led to a paid second-stage submission for the FA’s Club Hub division; that work became a ten-month retainer that has since been renewed for another year.

Revenue for the agency now divides roughly one-third each across esports, video games and sport. Edmonds reported that the first year was dominated by esports, and the FA contract helped shift the balance toward a three-way mix in year two.

In its first year Get In faced cashflow pressure. Edmonds recalled being overdue on an invoice and worrying about meeting payroll until a client payment arrived two days before the deadline. He described that episode as a turning point for the agency’s financial approach and said the firm has since prioritised building reserves and running a sustainable cash model.

Get In operated with a small core team of three for about 18 months and has expanded headcount cautiously. Edmonds brought on Anna Baumann as a strategic adviser, offering a small equity stake in exchange for advisory and legal oversight. He credited that counsel with steering the agency toward a focus on profit and margin rather than rapid staff growth.

Edmonds noted that skills developed in esports-working to tight, last-minute deadlines-proved valuable when servicing sports clients, which typically work with larger budgets and firmer timelines. Video game partners, he added, have been open to conversations and repeat work. Edmonds described esports as more protective and competitive in relationships compared with the other sectors.

Get In maintains a practice of referring specialist work outside its service offering, such as influencer or PR projects, rather than reselling those services. The agency continues to receive referrals from peer agencies and returning clients including Red Bull.

The firm signed as a partner for Global Esports Industry Week 2026, an event running alongside IEM Cologne from June 18–21 in Cologne. Edmonds also sits on a UK esports advisory panel and engages with policymakers and industry groups.

Looking ahead, Edmonds identified three areas of focus: expanding sports projects using the FA case study, deeper growth in video games, and regional expansion with attention to the Middle East and North Africa. He has attended events in the region and regards founder presence at conferences as important for business development.

Two years after launch, Get In reports a base of retainer clients and a cautious growth model built around reserve management and selective hiring.