Inside the Fanatics Athlete Immersion Program

Fanatics, a sports merchandising giant, is aiming to build a training camp for athletes to prepare them for life off the field. More than two dozen NBA, NFL, and NHL players participated in the company’s Athlete Immersion Program as part of Fanatics Fest in New York City. The program included three days of workshops on business, entrepreneurship, tech, and more.

The Program’s Objective

“This definitely opened my eyes,” said Cole Anthony, a guard for the NBA’s Memphis Grizzlies. “I’m already trying to do things on the business side with my partners, my family. It just motivates me more.” The “coaches” for the business boot camp included Fanatics founder Michael Rubin, Goldman Sachs CEO David Solomon, Apollo Global cofounder and Philadelphia 76ers managing partner Josh Harris, Raising Cane’s founder Todd Graves, ESPN Chairman Jimmy Pitaro, and Boardroom cofounder and CEO Rich Kleiman.

Insights from Participants

Aaron Donald, who retired from the NFL’s Los Angeles Rams in 2024 after winning the Super Bowl, has already begun a new career in business, including an ownership stake in sports nutrition company Ready. But Donald, likely a future Hall of Famer, said he was blown away by the all-star team of business leaders. “I think it’s one of hell of an opportunity,” said Donald. “I’m in a room with guys running companies worth billions of dollars. How many opportunities are you going to get to do that? You have to take advantage of all of those opportunities and knowledge.”

From Big Leagues to Big Business

Fanatics launched the Athlete Immersion Program in 2023 and this year is partnering with Boardroom, a media and advisory company cofounded by Kleiman and NBA superstar Kevin Durant. “I think it’s great to be able to give them a bit of a blueprint,” said Kleiman. “Being able to put them in the room with people that have the answers, that have done it, that lead industries. I think you get so much power and opportunity just from the information you get from watching, from learning and from being in these rooms and understanding how to move.”

Success Stories and Lessons Learned

Kleiman pointed to former NBA player Junior Bridgeman, who made less than $3 million during his 12-year career in the league, but built a net worth of more than $1 billion after retirement primarily through investments in Wendy’s, Pizza Hut, and Chili’s franchises and then later through Coca-Cola distribution. “What he did, he’s exceptional,” said Kleiman of Bridgeman, who died in March. “He wasn’t just a name. He actually built an operational team, built them up, oversaw them, and he was a tycoon of a business mind.”

The Program’s Curriculum

Fanatics Chief People Officer Toretha McGuire said the program is focused on helping athletes use their playing days, what they describe as their “1.0 career” to fuel their “2.0 career.” It’s an experience similar to a business school with lectures, case studies, and projects, in which each athlete creates their own limited-edition clothing line with vintage sports apparel company Mitchell & Ness, a subsidiary of Fanatics.

Aspirations After Athletics

The Athlete Immersion Program is meant to be a continuous learning opportunity through which players receive support, education, and networking opportunities from Fanatics and Boardroom before and after they begin their business journey. The next session will be held in December for WNBA, NWSL, and MLB athletes in the offseason. For Anthony, who was recently traded to the Grizzlies from the Orlando Magic, it’s also shown him the real parallels between competing in sports and competing in business.

Conclusion

The Athlete Immersion Program by Fanatics is a unique initiative that aims to equip professional athletes with the skills and knowledge necessary to succeed in their post-athletic careers. By providing access to top business leaders and a comprehensive curriculum, the program helps athletes navigate the challenges of entrepreneurship and build a strong foundation for their future endeavors.

FAQs

Q: What is the Athlete Immersion Program?
A: The Athlete Immersion Program is a business boot camp designed by Fanatics to help professional athletes prepare for life off the field by providing them with workshops on business, entrepreneurship, tech, and more.
Q: Who are the “coaches” for the business boot camp?
A: The “coaches” for the business boot camp include Fanatics founder Michael Rubin, Goldman Sachs CEO David Solomon, Apollo Global cofounder and Philadelphia 76ers managing partner Josh Harris, Raising Cane’s founder Todd Graves, ESPN Chairman Jimmy Pitaro, and Boardroom cofounder and CEO Rich Kleiman.
Q: What is the objective of the Athlete Immersion Program?
A: The objective of the program is to help athletes use their playing days to fuel their “2.0 career” by providing them with a comprehensive curriculum, support, and networking opportunities.
Q: Who is eligible to participate in the Athlete Immersion Program?
A: The program is open to professional athletes from various sports leagues, including the NBA, NFL, NHL, WNBA, NWSL, and MLB.
Q: What is the duration of the Athlete Immersion Program?
A: The program is a three-day workshop, with additional sessions and support provided throughout the year.