Capturing the memories and moments of a sporting event and then sharing them with others is the whole premise behind KEEPIX, a digital photo album created by LIVEALITY.

How it works is that users upload their photos, which are automatically laid out to a form a KEEPIX. The pages can then be shared through social media platforms.

It’s currently geared toward endurance sports, such as the recent Berbee Derby in Fitchburg. That’s because President and CEO Carl Helle has experience in technology and endurance sports and wanted to bring storytelling to new markets.

“The yearbook market was a ‘guarded post’ with a few large companies contracting out long-term deals with schools, and it made breaking into the market difficult,” Helle said. “LIVEALITY is a platform that allows us to pursue several vertical markets that can provide scale and profitability.”

Helle previously worked at Cisco, where he gained an understanding of a can-do work culture, before joining LIVEALITY in October 2012.

Although the company started out by making customized yearbooks, its pivot came when it developed new software to allow users to upload their photos online, according to Helle.

“Although we still print on demand, digital is the new wave for media,” Helle said. “We know that as a technology company we need to keep up with the usability our customers demand.”

Helle hopes his company can establish leadership in endurance sports and lifestyle storytelling market as well as disrupt the photo market and commemorative book model. Previous projects include the Tour of California with AEG Worldwide and Live Ride Iowa with SARIS.