TL;DR. On 5 October 2026, VfB Stuttgart reopened CLUB 1893 in the MHP Arena, and Sleak was one of three start-ups invited to present there. In two 15-minute rounds, we showed decision-makers from VfB's partner network how Sleak develops employees. The evening also marked the launch of VfB's new co-creation formats. This post tells how the evening went and why formats like this are so valuable for a start-up like Sleak.
When did you last talk to a vendor without either of you checking the time? In everyday business, that is rare. A demo meeting has an agenda, a time slot and usually another call right after it. On Monday evening in Stuttgart, things were different.
VfB Stuttgart reopened CLUB 1893 in the MHP Arena and dedicated a whole part of the evening to collaboration between companies and start-ups. Sleak was one of three start-ups invited to pitch there, overlooking the pitch of the arena.
What Is CLUB 1893?
CLUB 1893 is an event space of around 600 square meters in the MHP Arena, which VfB Stuttgart extensively modernized over the summer. On home match days, it serves as a hospitality area. During the week, it becomes a venue for collaboration formats such as the new Co-Creation Days, for education programs and for VfB's own events.
CLUB 1893 is also the new home of VfB Innovation. This is where the Innovation Circle will meet from now on to develop new ideas and drive projects forward together with partners. Speakers at the opening included VfB CEO Alexander Wehrle, Baden-Württemberg's Minister of Finance Dr. Danyal Bayaz, Christian Ruf as VfB's Director Digital & Innovation, and VfB legend Cacau.
How Did the Evening Go for Sleak?
Sleak presented itself to guests from VfB's partner network in two rounds of 15 minutes each. NXTGN designed the format in the tradition wing: three start-ups and two groups that switch tables halfway through. That way, every start-up reached both groups.
Fifteen minutes is short for explaining a product. The focus was therefore on how companies develop their employees in business-critical conversations. Sleak teaches knowledge through dialogue and lets employees practice in realistic AI role-plays, with feedback against a clear standard.
Many conversations continued after the pitch, over a drink and with a view of the pitch. That is exactly what an evening like this is for.
Why Does VfB Rely on Co-Creation With Start-ups?
With CLUB 1893, VfB is creating a permanent place where partner companies and start-ups work together on concrete questions. Co-creation was the word of the evening. Instead of holding a start-up day once a year, the club creates an environment in which collaborations can come about regularly.
Philipp Heideker, co-founder and CEO of Sleak, sees a big opportunity in this: "The combination of sport and business is a huge opportunity for start-ups to form new partnerships in a relaxed setting. What VfB is currently doing for innovation and for start-ups in the region is remarkable. That includes teams like ours from Munich that want to establish themselves in Stuttgart."
What Is the Point of a Pitch in a Stadium When There Are Demo Meetings?
An event does not replace a demo meeting, but it opens conversations that a demo meeting rarely leads to. People who come to the table on an evening like this are curious and do not yet have to defend a budget. The conversations get to real problems in their own company faster.
"Events like this play a real part in our success," says Philipp Heideker. "We met many of our customers exactly this way, in a relaxed atmosphere instead of on a first call."
For depth, the meeting afterwards is still essential. Questions about data protection, rollout in the company and concrete use cases cannot be settled in 15 minutes in a stadium. The pitch opens the door. The real work begins with the follow-up.
Why Is the Stuttgart Region So Important for Sleak?
The Stuttgart region is a market in which we, as a team from Munich, deliberately want to keep growing. Many companies here run people development at scale, and with Würth, one of the best-known names from Baden-Württemberg already works with Sleak.
The reopening of CLUB 1893 did not come out of nowhere. In the week before, Sleak had already spent three days in Stuttgart, including at KI Palooza. Our neighbor at the stand there: VfB.
Our thanks go to Christian Ruf, the VfB Innovation team and NXTGN for the invitation and the organization. We look forward to the Co-Creation Days and to everything that comes out of the conversations of the evening.
FAQ
What is VfB Stuttgart's CLUB 1893?
CLUB 1893 is a modernized event space of around 600 square meters in the MHP Arena. On match days, it serves as a hospitality area. During the week, it is a venue for collaboration formats and education programs, and the home of VfB Innovation.
What are VfB's Co-Creation Days?
The Co-Creation Days are a new collaboration format in CLUB 1893. There, VfB's partner companies and start-ups are to develop new ideas and move projects forward together.
What does Sleak do?
Sleak is an AI that develops employees and builds business-critical skills in companies. Employees learn in dialogue with Sleak and practice important conversations in realistic simulations, assessed against a scorecard.
