#039: Change Your Swing: What Businesses Can Learn from Tiger Woods

Tiger Woods’ life pursuit of the perfect golf swing.

I've never enjoyed playing golf.

Forced to endure the game for decades as a necessary part of business networking and meetings, I'm left feeling uninspired and dull each time I step off the course.

No post-round drinks at the clubhouse for me—I'm out of there as soon as possible.

Yet, despite my disinterest in playing golf, I remain locked-in by the greatness of athletes in all sports, like Tiger Woods, whose career has provided lessons that transcend sports and apply directly to my life in the business world.

Tiger: The Model of Continuous Improvement

Early in his career, Tiger made a decision that puzzled golf experts and fans: he changed his perfect golf swing multiple times. This relentless drive for improvement, a refusal to settle for "good enough," mirrors a crucial business philosophy in today's ever-evolving marketplace.

Woods is a testament to the importance of continually challenging and reinventing oneself. Despite his successes and a swing considered the pinnacle of form, he chose to overhaul it to better adapt to physical challenges and to enhance his performance.

The Enemy of Success

'Satisfaction is the enemy of success' should be a guiding principle. In my own career with Ultimate Hoops and now in my new sports consulting company, I strive to live by this philosophy. When operations run smoothly, that's precisely when I become restless.

Over the years, introducing a bit of controlled chaos has kept our teams on their toes. We often joked at Ultimate Hoops that if everything seemed "too perfect" it might prompt me to "change the swing of the organization," pushing all of us to discover new areas of improvement and innovation.

Swing Change: The Ultimate Hoops National Tournament

In 2012, as Ultimate Hoops was expanding across Life Time locations in the U.S. and Canada, I embraced the "change your swing" mentality by launching the Ultimate Hoops Las Vegas National Tournament.

Participants would travel at their own expense to compete in a weekend tournament to determine the best Ultimate Hoops team in the world. At that time, no other adult recreational basketball league had attempted such a feat, as all were provincial, never venturing outside their local markets.

The first tournament was a struggle, but now the tournament sells out within minutes and continues to be a highlight event each year. The National Tournament has become another powerful tool 'in our bag,' elevating the Ultimate Hoops experience and challenging other leagues to think beyond their local boundaries.

Radical Innovation for Lasting Success

Tiger’s adjustments were not minor tweaks but radical overhauls, demanding a complete rethinking of his approach. This approach—rooted in a refusal to accept the status quo, even amid success—is something all businesses, particularly those in the recreational sports sector, should strive to emulate.

The stories of Tiger and the operational philosophy at Ultimate Hoops intersect on a crucial lesson: never get too comfortable with success. Constant stimulation through new challenges keeps both athletes and businesses at the forefront of their fields, with the ability to compete on any course, under any conditions.

Just as Tiger continually refines his swing in his pursuit of perfection, so too should businesses never stop pushing their limits. Always improve, never retire your pursuit of excellence, and occasionally—swing away to make it better.

#038: How Starting A Recreational Sports League Can Boost Your Professional Network

In 2005, I moved back to Minnesota after a decade in New York City, where I had built a robust professional network. Upon returning, I faced the challenge of starting from scratch—my local connections were practically nonexistent.

Like I did in New York, I turned to basketball, not just as a passion but as a networking tool. The courts at the Northwest Athletic Club (now Life Time), located beneath the Target Center Arena in Minneapolis, became my new meeting ground.

This wasn't just any court—it was a place where business and basketball intersected daily.

The Birth of an Idea

As I engaged in noontime pickup games, I shared my vision for an adult recreational basketball league, an idea that had begun to form during my days in New York.

The enthusiasm from my small pickup group was noticeable, intrigued by the concept of creating an NBA-style recreational basketball league.

"Tell us more about this 'Ultimate Hoops League' idea."

This interest led to organic growth in my local network. Conversations on the Northwest Athletic court transitioned into coffee meetups, business lunches, and happy hour discussions, revolving around business strategies and industry trends.

Launching Ultimate Hoops

By the time I launched Ultimate Hoops in March 2006, the foundation of the league was supported by partnerships with local corporations like Merrill Lynch, General Mills, Telex Communications, and the Minnesota Timberwolves. These early partners fielded teams for our inaugural season, demonstrating the powerful intersection of sports and business networking.

Eighteen years later, these connections have not only endured but have also become pivotal to my professional landscape, proving that relationships forged in informal settings like recreational leagues can be durable and mutually beneficial.

In today's gig economy, where short-term roles and project-based jobs are commonplace, the importance of networking cannot be overstated. Creating genuine, lasting connections can significantly influence your professional image and brand.

A League of Your Own

Starting a recreational sports league is a fantastic way to meet like-minded professionals. The shift from traditional networking settings, like happy hours, to more dynamic environments involving sports, allows for a relaxed yet engaging way to connect. Whether it's pitching the next big startup idea post-game or strategizing against industry trends, the opportunities for professional growth are immense.

If sports are your jam and you’re looking to broaden your professional contacts, consider launching a league. It could be as low-key as a weekly co-ed softball game or as structured as a city-wide basketball league.

As the organizer, you position yourself as a leader and central figure in the network, enhancing your visibility and influence.

Taking the Leader Role

As league director, you have the unique opportunity to showcase your leadership and organizational skills. Promote your league through a well-maintained website, regular newsletters, or active social media channels. These platforms not only help in running the league smoothly but also serve as additional tools for networking and personal branding.

A Call to Action

From those first steps back in Minneapolis to the diverse network I'm part of today, I'm reminded of the power of combining passion with people. Starting the Ultimate Hoops League wasn't just about playing basketball; it was about creating a community where business and athletic competition blend seamlessly, fostering relationships that endure beyond the final buzzer.

I invite you to take the leap and step out onto the field of possibility. Forge new connections, strengthen your professional standing, and you'll look back years from now with a roster of meaningful relationships full of great memories.

Here’s to creating yours, one game at a time.

#037: How I Would Start the Ultimate Hoops League in 2024

Back in 2006 when we launched Ultimate Hoops, I couldn't have fathomed how technology would transform our league.

At that time, every recreational player, regardless of their age or skill, yearned to feel like a pro—and they still do. This unyielding passion has driven the Ultimate Hoops mission from the opening tip.

The Early Days

At the Ultimate Hoops scorer's table in 2006: myself seated beside Steve Schmidt, a league player and volunteer, donned in the staff red tee.

Eighteen years ago, delivering a pro experience every week was a monumental accomplishment. Our scorer's table was bustling, usually manned by at least two people—sometimes even needing four if we didn't have an all-star like my cousin Paul, who could capture every statistic with just pen and paper. On busy nights, our team would swell to six, all hustling like the staff at the back of a Michelin-star restaurant, with a group of volunteers [1]—often league players themselves—eagerly chipping in wherever needed.

While the early UH days were all about managing a high-energy team, the advancements of the last eighteen years have streamlined how we approach game nights.

A New Era in 2024

Here we are in 2024, and I can imagine starting the Ultimate Hoops League with just my laptop and advanced technology from SportsVisio [2] and Remedy Sports [2]. It sounds like a dream from my sleep-deprived nights in 2006, but it's our new reality.

Now, I can manage everything as a one-person band—just me, flying solo every night along with two officials. With this new reality, here's how the essentials of a league night have transformed.

League Night Essentials

Here's what a league night equipment list would look like if I were starting the league now:

• Camera Setup: A fixed camera to record every game for SportsVisio’s AI, capturing all the court action.

• Photography: An SLR camera to capture teams and players for our website and social media.

• Game Essentials: Two top-quality basketballs, a reliable air pump, and a first aid kit.

• Must-Haves: Three packs of Starburst to keep my energy levels high throughout the night.

These tools redefine my role during the games, allowing for a more efficient operation.

Streamlining Operations

I would arrive 30 minutes before the first game to set up the camera at center court and print out foul sheets. I would place these at the scorer’s table with two mechanical pencils for tracking team and personal fouls during the game.

The time I spent in 2006 ensuring our staff was set up and in place for each game is now eliminated. No more worrying about someone being out sick or missing the game due to car problems.

It’s all in my control now.

I could reallocate this time to greeting teams and players as they arrived for league night, building relationships, and gathering customer feedback. This efficiency extends into the heart of the game nights, where my focus shifts to enhancing the player experience in real time.

Transforming Game Nights

A minute before the game starts, I would walk across the court to hit record on the camera then back to the scorer’s table. During the game, I'm seated at the scorer’s table, focused on running the scoreboard and tracking fouls.

At halftime and following the game, I switch roles to photojournalist, capturing the emotions as players enter and leave the court. These candid moments mean everything—each unique face tells more of a story than any routine action shot during the game.

After the final whistle, today’s technology continues to simplify tasks, allowing me to focus on capturing the moments that matter most.

Efficiency Post-Game

After league night wraps up, there's no more late-night data entry or video editing. Thanks to SportsVisio’s AI, all the stats and highlights are processed while I finally get some rest—a change my wife Mary would deeply appreciate; no more desk light keeping her up until 2 AM every league night.

The benefits of our technological integration are not limited to game nights alone; they also significantly impact how we manage our off days.

The Off Days

On league off days, the time spent scheduling staff, managing payroll, and tirelessly searching the internet for certified officials would be eliminated. Finding referees is now as easy as booking a ride on Uber, thanks to Remedy Sports. What used to be a frantic scramble on game days is now just a few clicks away.

The ease brought by these apps on off days is just the beginning; the financial and operational benefits we reap are even more significant.

Financial and Operational Wins

Financially, the impact of adopting AI and streamlined tech would be profound. My game night costs would drop by 20%, and the operational headaches would vanish, reducing the scorer’s table team size from five to just me.

There's a common myth that integrating technology always spikes operational costs. That might be true with big tech players in the market (I couldn't have afforded a $3000 Hudl camera when I started Ultimate Hoops), but today's world offers affordable solutions that even small leagues can harness the power of AI.

These improvements are just a glimpse of what's possible. As we continue to integrate technology, the potential for enhancing our league and the experience for every player grows exponentially.

Looking to the Future

Embracing technology isn't just a plan for newcomers. For established recreational sports operators, leveraging modern technology can elevate the player experience to professional levels while optimizing costs and reducing workload.

Technology is merging the worlds of the professional athlete and the everyday player. My dream of every rec player in the world feeling like a pro is quickly becoming a reality, thanks to the precision of AI.

What an incredible era we're stepping into.

1. I’m forever grateful to the early volunteers in Ultimate Hoops first year to get us over the hump. Thank you, Mike Baker, Roth Sanner, Issac Vogel, Steve Schmidt, Danny Simmer, Chelsey Chandler, Quincy Young,

2. Full disclosure: SportsVisio and Remedy Sports are clients of Arlt Consulting Co.

TSL #036: Addressing America’s Sports Official Shortage

Read Time: 4 minutes

As I laced up Air Jordans, sat on the dusty floor of a New York City gym during my 20s, and waited for a recreational basketball league game to start, something happened that would impact my vision of the ultimate recreational sports league.

An official stood visibly shaken amidst harsh, relentless criticism from league players. This moment went beyond my adult recreational basketball game; it revealed human dignity and respect.

I was ashamed I stayed silent, pretended not to notice, and didn't have the official's back.

My awakening into sportsmanship began in those gyms, where I saw officials face relentless abuse weekly. The disrespect was alarming, but even more so was the entitlement players felt, believing their league fees gave them the right to mistreat officials.

This experience sparked a deep resolve in me to instigate change.

When I started conceptualizing Ultimate Hoops, a foundational promise was written in bold across my notebook:

PROTECT OFFICIALS AT ALL COSTS

My goal was to create a league where officials were not just rule enforcers but guardians of the game's spirit, revered and respected.

Upholding these core values led to personal threats to my life and numerous confrontations off the court, with unhappy players ejected from the game for sportsmanship infractions that were commonplace in other rec leagues. Despite these challenges and my wife Mary's concerns for my safety, I remained willing to risk everything for the integrity of the game.

Over time, Ultimate Hoops became a community where families gathered and sportsmanship was celebrated. Our approach resonated nationally, fueling growth and fostering a strong sense of community.

Yet, the struggle to protect officials extends beyond Ultimate Hoops. Across America, a national crisis looms – the shortage of officials, with poor treatment of officials as one of the key reasons people leave the profession.

In Wisconsin, for example, the number of certified officials has dropped from 9,502 during the 2010-11 school year to 8,822 in 2021-22, according to data provided by the WIAA. The lowest it had been was 7,522 in 2020-21 at the height of the pandemic.

But there is hope: High school students are starting to pick up the whistle, dramatically rising from 243 officiating licenses to over 1,400 in one year.

Forty Wisconsin high schools have started offering a sports officiating course for school credit and certification. Over the last two years, 28 schools have added an officiating class.

Looking ahead to 2024, I am committed to addressing America's officiating shortage. To help create a world where officials are universally respected and protected, ensuring the future of sportsmanship in youth and adult sports. I envision a day when I can watch my grandchildren play in a world where fans and officials are ONE supportive community.

All of us in the sports industry have a collective responsibility to uphold the integrity of sports. I urge everyone to join this mission.

In Ultimate Hoops, we've demonstrated that a culture of respect and protection for referees is not just viable but essential.

Now, let's extend this spirit to every court and field nationwide.

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Are smartwatches sucking the joy out of sports and fitness?

As the smartwatch market slows, putting numbers on an activity for some users leads them to experience it more as forced labor than as free, self-determined leisure. Read more >

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Timeline of AI use in Sports

Beginning with Alan Turing’s “imitation game” in 1950, AI innovation has exponentially advanced in the past quarter-century, with applications in scouting, officiating, content creation and more. Read More >

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To Connect With Gen Z, Bring The Humor

As the brilliant Pop Tarts Bowl activation highlighted, to reach young consumers, turn up the heat…and the humor.

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TSL #035: AI Is Shattering Corporate Sports Journalism

Read Time: 3 minutes

As a teenager, I was a voracious reader of Sports Illustrated. SI was the go-to for sports fans in the late 1970s and 1980s.

Their Big 3 writers, Gary Smith, Frank Deford, and George Plimpton, were grand masters of long-form sports writing and inspired me to become a Journalism major in college.

The Smith, Deford, Plimpton lineup was so talented that, for kicks, Plimpton published an article titled “The Curious Case Of Sidd Finch” in the April 1, 1985, issue about a young, unknown New York Mets prospect who could throw a baseball at 168 mph.

It detailed the mysterious lifestyle of the Finch, who played the French horn and looked like "Goofy in one of Walt Disney's cartoon classics" when he threw the ball.

Plimpton encoded the April Fools' joke in the subheading: "He's a pitcher, part yogi, and part recluse. Impressively liberated from our opulent lifestyle, Sidd's deciding about yoga—and his future in baseball."

The first letters of these words spell out "Happy April Fools' Day."

Despite this clue and the absurdity of the article, many people, including myself, believed Finch existed. SI printed a smaller piece in the following issue announcing Finch's retirement. Then, on April 15, they announced the great Sidd Finch was a hoax.

Oh, how SI has fallen. Consider this paragraph that appeared in a recent article from SI.

"Volleyball is one of the most popular sports in the world, and for good reason. It's fast-paced, has a high skill ceiling, and is generally an exciting sport to both play and watch. Even people who don't watch sports can easily understand the intensity and skill required to play volleyball whenever they watch clips. There's a reason why it's been such a mainstay in modern sports to this day."

Are you detecting a whiff of AI-generated content? That’s what SI is being accused of.

The Arena Group, the holding company that acquired Sports Illustrated in 2019, denies the allegations. The group said the articles were commercial content sourced from the third-party advertising company AdVon Commerce.

What would Smith, Deford, and Plimpton think of having their editorial turned over to an e-commerce company?

But the magazine is also facing criticism for its non-commercial articles allegedly written by AI. One article about volleyball, whose paragraph I included above, carried the byline "Drew Ortiz." But no Drew Ortiz exists – his biography and headshot were made up by AI. On X, SI threw the blame at AdVon's feet. But the market responded differently, as The Arena Group stock plunged 28% this week.

It should be said that using AI to provide "original" content is not a lack of integrity or morals from SI; it's about business economics. The use of AI is cost-efficient compared to human writers and a tempting solution to the financial troubles in the media industry.

Sports Illustrated, one of the most iconic IPs in sports journalism, was not the first to get its hand caught in the AI cookie jar, and it won't be the last.

AI is coming for sports media enterprises that once had the print and digital subscription revenue to support human writers. But the glory days of Smith, Deford, and Plimpton writing under a large media banner are over and will not return.

Like other sectors, AI is quickly breaking the corporate sports journalism industry into a million little pieces, and the reflective history of Sidd Finch is lost.

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How Many Shots a Day Do You Have to Take to Play College Basketball?

According to the team at Huupe, the magic number is 333 shots per day. [via Huupe on Medium].

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College adds course to help with high school referee shortage

The University of South Dakota and the South Dakota High School Activities Association have partnered to train more officials and combat the sports referee shortage in the state.

“It’s a great opportunity for students to earn money while they’re in college,” said Jessie Daw, chair of the Kinesiology and Sport Management department. “They can set their schedule, the pay is really good, and they can start to develop skills like decision making and managing conflict that they can put on their resume.” [via FOX Dakota News].

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The Air Jordan 11 “Gratitude” Is Dropping Next Week

One of the top sneakers of the year is set to be released on December 9, when Nike drops the Air Jordan 11 “Gratitude,” an updated take on the iconic “Defining Moments” colorway first released as a combo pack with the Jordan 6 back in 2006. [from GQ]

For the record, I’ve always been a Jordan 1 fan.

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Addressing the adult sports ‘play gap’ for women

Ohio natives Barb Anthony and Elise Bigley have launched Play Gap, a nonprofit that champions greater awareness, equity, and accessibility for women’s sports, which currently serves over 20 Ohio-based recreational and competitive teams, leagues, and clubs across a myriad of sports, encompassing over 300 adults.

Play Gap supports women who want to play a new sport, try their hand at coaching, volunteer at a local game, or watch sports in a welcoming environment. [from Cleveland.com]

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Rick Rubin: Creativity Is In All Of Us

TSL #034: Connecting the Dots: The Sports Life's New Look

Let me share my process in writing The Sports Life.

It's 5:00 am, dogs walked, decaf brewed. That's when the work begins—sifting through Google News Alerts, newsletters, X, and bookmarks of online trade publications, collecting dots from every corner of the sports universe.

The challenge? It's not collecting the dots; it's deciding which dots to connect, weaving a story that hits each week.

The last thirty-three issues of The Sports Life have taken a "1-inch wide and a mile deep" approach—diving into a single topic and exploring it thoroughly.

It felt like a NYC speakeasy bar in the late '90s East Village I would sometimes visit, where the focus was on one perspective, one theme.

Today, podcasts have taken the place of speakeasies. Audio is now my go-to for those "mile-deep" dives.

Yet, my favorite newsletters embrace the opposite—a "1-inch deep and a mile wide" style—quick hits commentaries all tied together with a consistent theme.

So, here's the play for the following few issues—I'm keeping my pivot foot steady on the block but turning to face the basket.

Each Saturday, I will share what I see across the entire floor of the participatory sports landscape for the week. Instead of spending the entire shot clock on one shot, I want to get off as many shots as possible.

The theme remains anchored in The Sports Life's founding DNA: helping you build participatory sports ventures at the intersection of Art, Culture, and Sports.

It's a new format, and I'm eager to hear your thoughts - please reply to this email.

As The Clash asked: Should the new format stay or should it go?

As always, this newsletter is for you, and I want it to be a highlight of your inbox each week.

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Amazon attempts to get viewers to lean-in vs veg out

Despite past ambitious efforts to sell items featured on TV shows, viewers tend to relax on the couch rather than shop.

However, the rise of the "two-screen experience" and Amazon's Prime’s younger, tech-savvy audience during live NFL games, presents a marketing opportunity for brands to engage viewers from their couches. [via Front Office Sports].

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Sports Officiating Shortage In My Backyard

In my home state of Minnesota, an official shortage is compelling games to shift to "Thursday Night Lights" instead of the traditional Friday night due to limited availability across the high school football system.

Minnesota State High School League's Associate Director Bob Madison is actively pursuing dynamic solutions to address this persistent shortage.

"We need to ensure that there are incentives for people to become officials, and this can't be limited to the high school level; we require them at the youth level as well." [via KARE 11].

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Joe Strummer was a freak athlete

Experiencing post-Thanksgiving meal sluggishness and lacking motivation for exercise? Find inspiration in the story of The Clash's Joe Strummer, who, in 1982, completed the Paris Marathon with zero training. [from Run Lovers]

Said Strummer: “Since you want to know, here’s my training: zero running, not a single step for the four weeks leading up to the race and about ten pints of beer the night before. I don’t recommend doing the same but that’s how I do it.”

Strummer running the in the 1982 Paris Marathon

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Gen Z wants to DO more than BUY

It may be a great time to bet on the “experience economy”, like recreational sports, if you're looking to build a career over the next decade. [via LinkedIn].

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Congrats to the 2023 UH HOF Class

Congratulations to the Ultimate Hoops Hall of Fame Class of 2023. [view list of inductees]

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AI fan integration will start at the bottom, move up

“Smaller leagues, unburdened by the complexities of larger organizational structures, have the flexibility to swiftly adopt cutting-edge technologies like AI for data analytics, performance optimization and fan engagement.” - Professor Gopal Ramchurn, Chairman of SentientSports and CEO of Responsible AI UK [from Insider Sports]

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Cringe, Pop

TSL #033: From Players to Personalities: The Key to Recreational Sports Growth

Don't make it about the sport if you want to grow your participatory sports business.

I share this unconventional approach with everyone looking to start or grow a recreational sports business. It was the cornerstone of Ultimate Hoops' success from day one, and it changed the game for us in the recreational sports league market. This mindset shift fueled rapid growth and set us apart, ultimately catching the attention of Life Time, which acquired our business just 18 months after its inception.

In straightforward terms, if we had merely made Ultimate Hoops all about basketball, we wouldn't have experienced the level of growth we achieved.

To this day, league nights remain the least gratifying, and I'll argue, the least important part of the business. It's an unusual sentiment for someone involved in recreational sports, but it was a turning point for me.

While I relish engaging with the players, watching the games left me listless. I never cared who won or lost, and checking the standings page on our website during the season was a rare occurrence. Instead, I adopted the perspective of a journalist on league nights, a role that drew from my two years as a Journalism major at the University of Montana.

I focused on click-friendly stories happening away from the court, digging below the surface into how players felt rather than just how they performed on league nights. The aim was to create a compelling narrative that encouraged players to engage with our brand, not just on league nights but 24/7/365.

When I look at the marketplace today, there are more tools than ever to elevate the experience for your recreational sports customers. To create more opportunities for participants to feel like professionals or sports celebrities.

However, I've observed a growing trend in league operators who prefer to gather all these tools and throw them into one big pot on league nights. Their content strategy and customer experience are condensed into a single beer can, and they decide to shotgun it all on league night.

The more effective approach is to plan and savor the drink. Have your customers sip your content every night, served in various ways and flavors on different weeks.

However, the most crucial ingredient in your drink is not to make your content solely about the sport. Make it about your participants.

Consider: what's more captivating to you as a reader?

Would you prefer to know how a player scored 40 points in a game - the technicalities like the number of three-pointers versus two-point shots - or would you rather hear the story behind those 40 points?

The story is about arriving three minutes before game time because his boss held him late at work.

The story of how he was up until 4 a.m. the night before because he and his wife have a newborn baby, yet he still scored 40 points.

Or the story of how he hadn't scored 40 points since 9th grade.

People are inherently more intrigued by the WHO than the HOW. Recreational sports leagues aren't just about the game but about the people who make it.

Here are some valuable insights into why making your league more about the players and their stories can lead to significant growth.

1. Human Stories Create Connection:

People connect with people. The power of a well-told human story is immeasurable. When you share your players' personal triumphs, struggles, and experiences, it humanizes the league. It makes your participants relatable, and your audience is more likely to engage when they see themselves in your stories.

2. Engagement Beyond Game Nights:

Making the league about the players and their experiences allows for year-round engagement. It turns your business into a community that thrives not just on the nights of the games but every day. Whether it's a player's journey, training regimen, or life outside the court, these stories provide content that keeps your audience engaged and connected.

3. Building a Brand Identity:

Focusing on the players creates a unique brand identity for your league. You're not just another sports league but a community that values and celebrates its members. This brand identity attracts like-minded individuals with the same passion and values, helping your business grow organically.

4. Emotional Connection Drives Loyalty:

People remember how you make them feel. When you tell stories that resonate on an emotional level, you create a bond with your audience. They become emotionally invested in your league, and this emotional connection leads to long-term loyalty.

5. User-Generated Content:

When you shift the focus to your players, you open the door for user-generated content. Players and fans are likelier to share and contribute to the narrative when they see themselves as integral to the league's story. 

6. Word-of-mouth Marketing:

When your league is more about the people and their experiences, it naturally sparks word-of-mouth marketing. Players and fans become your most significant advocates, sharing their experiences and encouraging others to join your community.

When you start and grow your recreational sports league, look beyond the sport itself and focus on the human side of the game.

Share your players' stories, experiences, and emotions, and watch as your league evolves into a thriving community.

It's not just about the sport but about the people who make it. That's the secret to sustainable growth and lasting success.

TSL #032: Defending Your Brand: How to Build a Lasting Moat in Recreational Sports

Late in 2020, I found myself in my dimly lit office at Ultimate Hoops HQ, located on the bottom floor of the Life Time Target Center. The scene felt reminiscent of Jack Nicholson's character in Stanley Kubrick's The Shining, isolated and working in solitude as the entire club lay dormant during the pandemic.

This period marked a time when Life Time locations across the U.S. cautiously began to reopen as the pandemic slowly receded. From a product perspective, our Ultimate Hoops Leagues were among the last to be resurrected, not due to any operational shortcomings but because of the intense scrutiny placed on health regulations to ensure the safety of their members.

Amid the quiet, my inbox became a repository for a deluge of messages from our league players, all posing the same question:

"When will Ultimate Hoops return?"

Initially, these messages brimmed with frustration, inquiring why other recreational leagues in their cities had resumed play while Ultimate Hoops remained on the sideline.

Then, over the following weeks, the tone of the messages began to shift, taking on a different sentiment.

They now read, "I'm currently participating in a different recreational league, but I'm eager to know when Ultimate Hoops will make its comeback so I can reactivate my Life Time membership and prepare for the upcoming season."

Why were these players, who could engage in full-court 5-on-5 basketball in other recreational leagues at a lower cost, so ardently anticipating the return of Ultimate Hoops?

Our leagues were priced significantly higher than the majority of other adult recreational basketball leagues, and joining required the purchase of a Life Time membership.

In simpler terms, players had a viable alternative where they could save a substantial amount of money. Yet, their enthusiasm for our return remained unwavering.

Over the next 12 months, as Life Time's locations slowly reopened, our league participation surged, surpassing even the levels we had experienced in 2019 before the pandemic had disrupted our lives.

This story is a testament to the undeniable power of brand-building in recreational and youth sports leagues. Without a brand that resonated deeply with our community, Ultimate Hoops might not have weathered the pandemic storm.

We could have been just another business left in ruins after year-long shutdowns.

The importance of building a brand moat for your recreational sports business cannot be understated. Just like a castle's moat and drawbridge offer protection, your brand moat ensures your business can continue attracting and retaining customers.

2020 taught me a vital lesson: a strong brand isn't just a logo and a catchy tagline. It's the heart and soul of your business that keeps your people coming back for more, no matter what.

Here are a few reminders when building your brand moat.

Get to know your customers like they're your teammates. Understand what makes them tick, what they need, and what excites them.

An emotional connection beats a bargain any day.

Serve up content that stops them in their scroll.

Don't just sit back and watch. Get in the game, engage with your customers, players, and parents, and be there when they need you. It's all about building a community.

Never underestimate the power of a good story. People don't just want products—they want experiences, emotions, and tales that resonate with their souls.

Don't be afraid to shake things up. Customers enjoy surprises more than they hate change.

Consistency is your superpower. Keep your messaging on point, your visuals polished, and your customer experiences top-notch.

Set your sights on the long game and move fast.

Have a vision that's as bright as the stadium lights but the focus of a groundskeeper.

You're on the right path when your brand starts talking back to you.

It lives. It breathes.

It becomes your consigliere, advising you on every business decision.

It takes up a seat in the boardroom.

This comes from creating a brand built through authenticity, directly from your personal beliefs, tastes, and values. Make your brand the shiny front door in a neighborhood besieged by sameness. It's your beacon of uniqueness and authenticity in a world that craves it.

TSL #031: The Human Side of Sports Tech: Building Relationships through Stats

A few years ago, we surveyed to understand what motivated our Ultimate Hoops League players to continue participating in our league. The tracking of comprehensive player and team stats throughout their careers fixed our belief that our standout feature would top the list.

The reality was quite different. It was a revelation.

The number one reason our players cited for their continued engagement wasn't the stats but the sense of belonging to the Ultimate Hoops community.

Our initial assumption had been that the allure of statistics would be the primary draw. However, the stats played a different role altogether. They became a mere conduit, a conversation starter among players, leading to deeper discussions about their lives, careers, and families. These pre and post-game interactions weren't merely superficial; they forged stronger bonds among participants.

Here's a story that exemplifies the strength of the community. We had a player who, upon joining the Ultimate Hoops league as a Free Agent, knew no one. Fast forward a few years, and when he tied the knot, his entire wedding party consisted of Ultimate Hoops League players.

Today, the lasting success of Ultimate Hoops' community is evident. After fifteen years, our National Tournaments continue to sell out within minutes. Teams enthusiastically cover their travel expenses, all for the chance to compete and secure a modest $99 team faux-metal trophy.

Our players' profound sense of connection to the Ultimate Hoops brand drives this unwavering commitment.

What makes this sense of community so potent? It led me to reflect on my childhood experiences and fascination with the Statis-Pro Basketball board game. Was it the statistical data generated by the board game that captivated me? Or was it the connection I felt to legendary NBA legends Magic Johnson and Larry Bird as I played?

Humans are not solitary beings; we are inherently wired to seek connection — not only with fellow humans but with the world around us. It's an integral part of our survival instinct. Evolution has gifted us an insatiable curiosity and a natural inclination to form bonds with others. It started with primitive cave drawings and evolved through the written word, the telegraph, newspapers, radio, TV, and the internet.

Tech companies understand the fundamentals of human nature and design their technology to amplify it 24/7. In the same way our ancestors scrolled cave drawings to connect to neighboring tribes, we now scroll a blue light handheld device.

Understanding how this principle connects to the context of sports technology, our guiding principle should extend beyond mere data collection. It should be the creation of data that nurtures connections with our users. It's about utilizing technology to bring people closer together, akin to how our Statis-Pro Basketball board game once connected me to NBA legends.

As sports technology continues its relentless advance, let's not get lost in the numbers and analytics. Behind the data are people seeking connection, camaraderie, and shared experiences. By using technology to strengthen our communities, we can unlock the full potential of sports tech.

TSL #030: The Three Cornerstones of Starting a Recreational Sports Business

Ultimate Hoops VIP Pickup Ball event at Life Time Sky in New York City.

My entry into the sports world started with a spark of inspiration, a dream, and a rough sketch on a napkin in Austin, TX during a cross-country road trip in 2003. It’s clear to say, I did not have a polished startup process when I launched Ultimate Hoops.

Instead, the idea originated deep within me, a fusion of all the recreational basketball leagues and weekend pickup games I engaged in New York City, the loss of my parents, and a friend on 9/11 serving as motivation. Then, it gradually evolved, centering on three essential elements: point of differentiation, profitability strategy, and unwavering dedication.

Let's delve deeper into each one.

1. Your Point of Differentiation in the Market

Your point of differentiation is the foundation upon which your entire venture will stand. It sets you apart from competitors and defines your niche in the market.

When I started Ultimate Hoops, I didn't possess a sophisticated business plan; I held a vision. I firmly believed that something was missing in the recreational sports world, and I aimed to fill that void. It's crucial to identify what makes your idea unique and how it addresses a specific need or problem.

To execute this effectively, consider the following:

• Market Research: Understand your target audience and their needs. Conduct thorough market research to identify gaps or opportunities your venture can address.

• Your Unique Value Proposition: Clearly define what makes your sports venture different and better than existing options. It could be a first-of-its-kind product, exceptional service, or a revolutionary approach to a commodity.

Remember, it's not about having all the answers immediately. Your initial focus should be on developing a clear and compelling vision of what sets your venture apart.

2. How You Will Make a Profit

While differentiation is essential, you also need a well-thought-out plan for profitability. Your sports venture is a business, and at its core, companies exist to make money. Identifying how you will generate revenue is crucial for sustainability and growth.

Consider the following:

• Monetization Strategy: Clearly outline your revenue streams. Will you sell products, offer services, or generate income through advertising, sponsorship, or memberships?

• Pricing Strategy: Determine the optimal pricing strategy that balances your costs, customer expectations, and market dynamics.

• Financial Projections: Create financial projections that outline your expected revenue, expenses, and profitability over the short and long term.

• Adaptability: Be prepared to adjust your monetization strategy as your business evolves and as you gather more data and consumer feedback on what works best.

It's vital to have a clear plan for how your venture will sustain itself financially, even in the early stages. While the artistry of your idea is essential, the financial science behind it ensures your venture's survival.

3. Your Level of Obsession

Starting a sports venture demands unwavering dedication and perseverance. It's not a 9-to-5 job; it's a lifestyle. It requires a commitment that compels you to work at odd hours and stay motivated through challenges.

My obsession test with Ultimate Hoops was this: "Will I be motivated to work on this business at 3 a.m.?"

Here are some ways to validate your dedication:

• Set Clear Goals: Define short-term and long-term goals for your sports venture. A roadmap will keep you motivated and imbue you with a sense of purpose.

• Stay Informed: Continuously educate yourself about the sports industry, trends, and emerging technologies. This knowledge will help you adapt and innovate.

• Surround Yourself with Support: Build a network of mentors, advisors, and fellow entrepreneurs who can provide guidance, motivation, and a sense of community.

• Celebrate Small Wins: Recognize and celebrate every achievement, no matter how small. It's essential to acknowledge your progress and remain motivated. Celebrating wins becomes even more critical when you start building a team.

So, whether you're sketching your dream on a bar napkin or brainstorming with a team, remember to start with your unique vision, understand how you'll make a profit, and be ready to commit your life to your venture. Over time, as you gain experience and gather data, you can refine your approach and incorporate the science of business to confirm the viability of your creation in the marketplace.

Embrace the challenges, stay true to your vision, and let your obsession drive you.

TSL #029: Creating Unique Sports Experiences: The AI-Nostalgia Fusion Strategy

Like most sports kids of 1980s obsessed with basketball, The Iceman poster was on my bedroom wall.

My relationship with AI is taking a turn I did not expect.

As I witness AI's rapid advancement, I see its transformative impact on the sports business, working closely with clients and pushing its capabilities like never before. AI optimizes operations, enhances player performance analysis, and improves fan experiences. However, AI's capabilities are firmly rooted in data and algorithms, while our human vision is grounded in empathy, creativity, and values.

The more I engage with AI to optimize my professional and personal life, the more it inspires me to delve into what makes us as humans unique, now more than ever before.

Did God introduce AI to help us reconnect with our humanity? While AI may continue to evolve and augment our capabilities, there will always remain a gap it cannot bridge – the ability to possess a human point of view.

Without a point of view, AI is akin to a child's battery-powered toy car, endlessly spinning its wheels against a wall, spewing out endless data instead of exploring new terrain.

Over Labor Day Weekend, I unplugged from my devices (ok, just for one day) and went analog (ok, it was on my iPad with an Apple Pencil), sketching out several sports experience concepts on paper that blended the latest advancements in AI with the nostalgic elements of an analog world. This merging of the cutting-edge with vivid memories from our yesteryears holds the potential to create something truly unique.

I set out to answer a fundamental question: How can we make our customers feel they are having a modern experience while also evoking emotions from their past?

Here are a few examples to ponder:

• A recreational sports league that harnesses a sleek, current AI statistical platform paired with a monthly print newspaper delivered right to participants' doorsteps.

• Why limit ourselves to launching another podcast when we could introduce a radio station with programming on non-league days to keep your audience engaged all week?

• And why confine a league's top photos to Instagram when we could produce limited edition posters of our star players, reminiscent of the '80s when every young sports enthusiast had The Iceman's poster adorning their bedroom wall?

• Imagine the possibilities of using AI to track and compare your on-court statistical performance against legendary NBA players from history.

Innovation isn't always about gazing into the future; sometimes, it's about looking back.

Today, the only vision AI possesses is the one that humans provide. When starting in the recreational sports industry, it's crucial not to start with a ChatGPT prompt. Instead, grab a pen and paper and begin sketching out the vision for your business. Trade the computer screen for a seat in your favorite childhood court or field, where you can reflect on your sports memories and the emotions they continue to stir inside you.

Then, brainstorm how you can recreate those feelings for your customers.

As we navigate the AI-dominated landscape of the sports business, we must never lose sight of the unique power of human vision and perspective. These qualities set us apart, enabling us to form deeper connections, make ethical decisions, and foster creativity and innovation. While AI can undoubtedly complement our efforts, it can never fully replicate the essence of human perspective.

Embrace your point of view, for it is the driving force that will propel your sports business to success in the age of AI.

TSL #028: League Evolution Through Storytelling: Unveiling the Ultimate Hoops Approach

Picture this: a casting room bustling with energy, like something straight out of a Hollywood studio. Now, swap the actors for basketball players and the movie screen for the Life Time – that's where Ultimate Hoops' league content strategy found its roots.

Before we gained recognition for our sold-out National Tournaments in Las Vegas and New York City or the must-see court at Life Time - Sky featuring NBA Summer Runs, we were ardent seekers of stories, much like a casting executive at your beloved streaming platform.

As we approached each fresh season of the Ultimate Hoops League, we envisioned our players as characters within a continuing narrative. Just as the ingenious minds behind binge-worthy series on Netflix or HBO, we pondered:

"Who are the five pivotal 'characters' that will captivate our UH Nation community this season?"

These individuals weren't just players; they constituted the pulse of our league, and their stories became the scripts that sustained our community's engagement throughout the entire week.

Here are the five archetypes we meticulously cast and wove into our content strategy each season:

The Star Player

Every exceptional show boasts a leading figure; for us, it was the star player. This individual, the apex of our league's excellence, encompassed more than just stunning moves on the court. We delved into their pre-game rituals, dissected their game strategies, and unearthed the elements that set their gameplay apart.

The Court Jester

We all relish a character who brings an element of drama and unpredictability. Our Court Jester was the player who consistently dominated conversations, often due to their larger-than-life personality and unabashed trash-talking. They added zest to the league, and while occasionally inducing chaos, their antics drew attention and views like nothing else.

The Rookie

Each season brought fresh faces – the rookies. Not merely the most skilled but the most intriguing newcomer to the league. We looked beyond mere talent, seeking the rookie with swagger and a distinctive style, the one who effortlessly caught everyone's attention. Their story breathed a breath of fresh air into each season.

The Super Fan

Every league thrives on its dedicated supporters, and our Super Fan embodied that fervor. Who were they? What was the driving force behind their presence at every game? We unraveled their connection to the league – whether they were devoted spouses, enthusiastic parents, or ardent admirers. Their viewpoint added layers to our storytelling.

Staff Member

Our incredible league staff behind the scenes deserve their moment in the spotlight. We chose a staff member to showcase their role within our league family. We infused a human touch into our league's operations by unveiling their responsibilities and motivations and correcting misconceptions about their positions.

Once our ensemble was set, the true production commenced. We initiated conversations, crafting story arcs for each of our chosen players.

Think HBO's Hard Knocks, but on the basketball court.

These individuals knew they were the focal points of the season, ready to be "mic'd up" for an off-court narrative as compelling as their on-court prowess.

We delved into their lives beyond the Life Time basketball court, balancing personalization and respect for privacy. These stories connected the dots between their lives outside Ultimate Hoops and their on-court personas.

As we humanized and personalized our players, their stories resonated deeply, evoking emotions and fostering strong bonds within our community.

Our media team, which initially comprised just me in the early days, toiled tirelessly to craft content centered around these five personas. From captivating photos to engaging interviews, we breathed life into their stories.

The outcome? Ultimate Hoops underwent a metamorphosis from a mere weekly basketball league to a week-long spectacle. It was no longer confined to sports; it was a narrative transcending the court, sparking discussions, conversations, and heightened anticipation beyond game nights.

If you aspire to elevate your engagement strategies, embrace a content strategy that transcends scoreboards and statistics. You're not solely a league director but a content creator, weaving tales that resonate with your community.

Thoughtfully cast your characters, craft inspirational arcs, and witness your league evolve into an enthralling saga, its echoes reverberating long after the final buzzer.

Ultimately, it's not just about wins and losses; it's about the stories we craft, the connections we foster, and the emotions we evoke. Allow your league's narrative to unfold, and you'll inspire the next generation of sports enthusiasts to pick up the ball and become part of your story.

Here's to purposeful storytelling, to transforming leagues into legends, and to you – the architects of a modern era of sports engagement.

TSL #027: Creating Lasting Legacies: The Power of Tracking Statistics in Recreational Sports

Frank & Dave were two players who lived Ultimate Hoops’ Never Retire mission.

“Everyone must leave something behind when he dies. Something your hand touched in some way so your soul has somewhere to go when you die.

It doesn’t matter what you do, so long as you change something from how it was before you touched it into something that’s like you after you take your hands away.””

— Ray Bradbury, Fahrenheit 451

As the founder of Ultimate Hoops, I've witnessed the growth and evolution of recreational sports over the years. What started as an idea to treat Average Joe basketball players like NBA superstars has transformed into something more profound—a platform that helps individuals create a lasting legacy through the power of tracking statistics.

In recreational sports, tracking performance data isn't just about numbers on a screen. It's about capturing memories, emotions, and a sense of legacy that transcends time. I’ve continually witnessed our Ultimate Hoops players exemplify this idea as they reflect on their old performances and stats from over a decade ago.

Their statistics serve as their bridge to the past, invoking nostalgia that runs deep in their hearts.

Nostalgia is a potent force, and it's the other side of the coin to legacy. While legacy focuses on the mark we leave behind, nostalgia delves into the cherished moments that shape who we are.

In the context of Ultimate Hoops, legacy and nostalgia full-court press our players' emotions, creating a mosaic of memories they can revisit.

So, how can you start and grow a recreational sports business that taps into this powerful dynamic?

Here are a few key steps to consider:

1. Embrace the Emotion: Understand that recreational sports are about more than just games. They're about the emotions, memories, and connections that participants build over time.

2. Create a Community: Foster a sense of belonging. When individuals feel part of something bigger, they're more likely to engage, participate, and stay committed.

3. Capture the Story: Don't just focus on the numbers. Capture the stories behind the games, the victories, and even the defeats. These narratives are the roots of legacy. Always use player quotes to further ground the memories in your participants.

4. Invest in Technology: Utilize technology to track and present statistics and ensure the UX is on brand. Do not email Excel sheets with stats. Treat your participant’s statistics with the respect it deserve - like a 17th-century masterpiece painting in the Louvre Museum.

5. Promote Longevity: Our motto at Ultimate Hoops was 'Never Retire.' Success was redefined as sustained engagement. Encourage participants to keep playing their beloved sport even as others retire. Spotlight career stats over seasonal ones. Establish milestones, rewards, and recognition mechanisms. And, of course, a Hall of Fame is non-negotiable.

6. Adapt and Evolve: Sports landscapes evolve at unprecedented speeds. Adaptability is the cornerstone. Embrace innovation, partnerships, technologies, and formats to keep the community engaged around the clock.

Initiating and nurturing a recreational sports business transcends data—it's about participants crafting legacies and nurturing nostalgia. Tapping into this connection fosters a vibrant community where individuals etch enduring legacies and relive memories for eternity.

TSL #026: Unlocking Success: Start and Grow Your Sports Business with Creativity

When you take a closer look at the journey of Ultimate Hoops, its rapid growth leading to acquisition by Life Time, Inc. within a mere two years might seem like a direct path to victory. However, let's not be fooled by this apparent smooth ride.

The reality is quite different.

We encountered substantial obstacles that required unwavering determination (and perhaps a little late-night scotch) to overcome. Among these challenges, the most significant was the unexpected loss of our facility partner – a setback that hit us just three months into our venture.

Embracing the Solitude of Struggle:

In the initial months of Ultimate Hoops' launch, my nights were spent in solitude, the computer screen's glow illuminating my face, while self-doubt gnawed at my confidence. This was the unfiltered reality during those demanding moments.

The Ultimate Hoops website, a cornerstone of our enterprise, often felt like a puzzle with missing pieces, leaving me questioning whether our vision of becoming "The NBA of Recreational Basketball Leagues" would ever come to fruition.

Could we avoid becoming just another disappointing recreational sports league, much like those I had participated in while living in New York City in my 20s?

Tapping into Inner Creativity:

Amidst the half-buzzed contemplation, I realized true innovation springs from within oneself. I discovered that my well of creativity had always been the guiding light during moments of doubt.

One night, while laboring over editing a post-game interview with an Ultimate Hoops player until the early hours, the need for a personal touch arose – a break from the template I had been following. This led me to explore my music playlist for an unconventional choice.

Instead of settling for the usual sports anthems, I chose The Ocean Blue's "Between Something and Nothing." This track's ethereal guitar sounds, introspective vibe, and song title perfectly mirrored the feelings I experienced while navigating the delicate balance between progress and uncertainty.

Harnessing the Power of Personal Touch:

Selecting The Ocean Blue song went beyond mere creativity; it became a statement of identity within the business. This decision resonated with my commitment to leave an indelible mark on Ultimate Hoops.

Upon reflection, I realized a profound lesson: intertwining your business with your unique essence fuels your persistence and draws customers magnetically to your brand. Over my 17 years of overseeing Ultimate Hoops, I've discovered that personalization possesses a magnetic quality that fosters enduring bonds.

Discovering Your Business DNA:

The journey of recreational sports entrepreneurship demands uncovering the depths of your creative soul. As you navigate the inevitable trials that arise, remember that these moments of introspection and isolation often birth innovation.

Embracing challenges with an open mind often leads to surprising and ingenious solutions.

Building Connections Through Personalization:

In an era dominated by the marvels of AI, individual voices can get lost. True magic unfolds when you infuse your business with your personal passions, convictions, and motivations. To all those stepping into the participatory sports market, recognize that your unique identity is the guiding light illuminating your path.

As you contemplate launching your recreational sports enterprise, recall that your authenticity and creativity resonate more profoundly than any extravagant facility or the allure of the most "competitive" league.

Integrating Experiences into the Journey:

As you embark on this adventure, remember the trials, the late nights, and the moments of doubt – the colors from which you can craft your masterpiece. As you pursue your dreams, use your struggles as stepping stones, creativity as the guiding star, and essence as the adhesive that binds a community.

Embrace challenges as the raw materials for creative ventures. Let your business embody your uniqueness, and witness it evolve from a mere enterprise into a vibrant playground where dreams are realized and connections are forged.

Success thrives at the heart of the sports business arena, where challenges meet creativity and passion silences doubts. Whether you're setting out on the path of launching your recreational sports venture or seeking inspiration to rejuvenate an existing endeavor, remember this journey.

Bookmark this page, so the next time doubt creeps in at 2 am, you'll find a beacon of encouragement and a testament to the incredible power of personalization and innovation.

Stay inspired and march forward with unwavering resolve.

TSL #025: Playing the Long Game: Why Facility Perks Aren't the True Key to Success

To achieve a successful business, prioritize making the actual game one of the least influential aspects of your league.

I faced a pivotal moment in Ultimate Hoops' early days, just four months after its launch.

We were forced to make a difficult decision - moving from a private club with a grand NBA size basketball court to a high school activity center with no locker rooms and a downgrade in court quality. It was a moment of uncertainty and doubt.

How could we call ourselves "Ultimate Hoops" if we were seemingly settling for a less glamorous facility?

During this trying time, a dear friend and one of our avid players, Michael Baker, offered an insightful perspective. He reminded me that it was not the physical venue that made the Ultimate Hoops experience extraordinary; instead, it was the intangible elements - the online experience, the statistics, the photos, the videos, and the sense of community we fostered.

In essence, the feeling of being part of something special kept our players engaged.

Michael's wisdom struck a chord, and it turned out to be the key to our success. We realized that while the facility was essential for the actual game, the supplementary experiences we curated truly made the difference. Our digital presence and interactions off the court created lasting memories that extended far beyond the 60 minutes of gameplay each week.

After our acquisition by Life Time, Inc., the NBA of Heath and Fitness companies, we learned that as unique as Life Time’s basketball courts and amenities were, it was like moving into a new house; the allure of a facility fades with time.

What remains genuinely impactful are the connections we build, the passion we ignite, and the sense of belonging we cultivate within our community of players. The facility may be special initially, but it never remains the primary driver for player registrations.

In the ever-evolving world of recreational sports entrepreneurship, there's a valuable lesson to be learned here that can redefine how we perceive success in the industry. As a founder and operator for over 15 years, I realized that while the facility we used to host our sports leagues was a crucial aspect of our business, it was not the most vital ingredient for our success.

In a previous post, I emphasized the significance of finding the right facility partner - a business-to-business relationship that can make or break your operations. That aspect remains true, but it is essential not to overvalue the facility. Instead, focus on creating an unforgettable experience for your players that transcends the limits of your venue.

Invest in an incredible digital experience that keeps players engaged and excited even when they're not on the court. Design uniforms that make them feel like professional athletes, boosting their confidence and sense of belonging.

In essence, craft an experience that makes playing the game a small part of the overall joy they derive from participating in your league.

Remember, each week's game lasts only 60 minutes, but you have a treasure trove of 10,020 minutes to connect, inspire, and engage your players in ways that will keep them coming back season after season.

At Ultimate Hoops, this strategy was always our North Star and guided us to remarkable success. By making the actual game one of the least impactful aspects of our league, we've created a thriving community of sports enthusiasts passionate about our brand.

To all the sports business operators out there, I urge you to think beyond the facility. Focus on building a captivating and inclusive experience that enriches the lives of your players both on and off the field.

Let Michael’s advice and Ultimate Hoops roadmap guide you: Nurture your community, and let the sense of belonging be the driving force behind your success. Make your brand synonymous with joy, camaraderie, and passion, and your business will flourish, no matter the venue.

TSL #024: From Content to Experiences: Reinventing Sports Media Subscriptions

The New York Times recently announced they are disbanding their sports department.

In today's ever-evolving media landscape, why are media companies stuck on the traditional approach of selling content subscriptions alone?

I've always appreciated content subscription platforms like The Athletic, which boasts one of the best content experiences for sports coverage. However, with the abundance of free sports news and updates available on Twitter and Google aggregation emails (my go-to these days), I understand why churn rate remains a challenge for content-only subscription models.

As a subscriber, I want more than just content from my subscriptions. I want immersive experiences and unique offerings that go beyond simply scrolling through news articles on a screen.

The appeal of engaging with a brand should be about rolling, not just scrolling, into a world of experiences that foster a deeper connection with the content I love.

Media companies must leverage their Intellectual Property (IP) and expand their services to include parallel experiences that complement the core content. Not only does this create a more compelling value proposition for potential subscribers, but it also helps keep us engaged with the brand beyond the basic service.

Here are some ideas:

Sports Membership: Content + Experiences Approach

As an example, I'll use The Athletic, a platform that will soon integrate the New York Times' recently disbanded sports department. While I appreciate their content and reporting, I hesitate about the $7.99 content-only subscription.

What if they offered a broader Sports Membership at a higher price point? For around $150 per month, subscribers could access content and become eligible to compete in The Athletic Recreational Sports League—an exclusive real-world sports experience as part of their membership benefits.

Imagine the possibilities:

1. Live Events: Attending exclusive sporting events, getting the chance to witness games, tournaments, or even meet-and-greet sessions with athletes and sports personalities.

2. Interactive Workshops: Engaging in workshops or training sessions hosted by The Athletic's top journalists, learning and honing sports-related skills.

3. Community Engagement: Becoming part of a like-minded sports enthusiast community, participating in local meet-ups, watch parties, or fan gatherings.

4. Merchandise and Swag: Receiving exclusive merchandise, branded apparel, or special limited-edition items as a token of membership.

5. Travel and Adventure: Exploring sports-themed vacations and adventure trips that allow subscribers to immerse themselves in sports culture across different regions.

6. Gaming and Fantasy Leagues: Experiencing interactive gaming and fantasy sports leagues, going beyond box scores to engage with our favorite sports in new ways.

By diversifying their offerings to include real-world experiences, media companies can truly capture our hearts and, yes, even our wallets.

TSL #023: From 2.0 to 3.0: The Next Great Recreational Sports League

I have a confession: my itch to create the next great recreational sports league is growing.

It's been eight months since I left my full-time role with Ultimate Hoops, and back then, starting another recreational sports business was the last thing on my mind. 

I've always been someone who looks forward, never behind. Ultimate Hoops took me to the peak of the recreational sports mountain, and I was ready to descend.

It seemed like there was nothing left to achieve.

However, my time working with technology clients since leaving Ultimate Hoops has opened my eyes to the boundless possibilities of creating something truly innovative.

If Ultimate Hoops represented the 2.0 version of a recreational sports league when it launched in 2006, I can't help but wonder: what could the 3.0 version look like? 

How can we move beyond the unique customer experience of Ultimate Hoops and enter a new realm of immersive engagement? 

Let me share my thesis: I firmly believe that the next great recreational sports league will not be born out of an established brand like Life Time, Ultimate Hoops, the NBA, LA Fitness, or the YMCA.

Instead, it will emerge from the depths of a technology company armed with the tools to extend the 7-day-a-week experience of Ultimate Hoops into a captivating 24/7 adventure, seamlessly blending the "Real World" with emerging digital tools.

Here are just a few examples of how new technologies can be used to create the next ultimate, ULTIMATE rec sports experience.

NFTs: Unlocking the Power of Unique Digital Assets:

One of the vital elements of Web 3.0 technology lies in the concept of Non-Fungible Tokens (NFTs). These digital assets hold unparalleled potential for a recreational sports league. 

Imagine creating collectible virtual sports equipment or designing limited edition team jerseys, all represented as NFTs. Participants could buy, sell, or trade these one-of-a-kind tokens, introducing a new level of personalization and value to the league experience.

DAOs: Embracing Decentralized Decision-Making:

Decentralized Autonomous Organizations (DAOs) could reshape the landscape of decision-making within a recreational sports league. 

Picture a league where participants collectively shape crucial choices such as rule changes, league governance, or team management. 

Establishing a DAO empowers the league community, fostering transparency, inclusivity, and a sense of ownership in decision-making. 

We can even reimagine how we select Hall of Fame nominees, moving away from the 10-person voting committee model Ultimate Hoops uses to a more decentralized and community-driven approach.

Tokenized Incentive Systems:

Web 3.0's token economies offer an exciting opportunity to transform participant engagement and skill development within a recreational sports league. 

Participants can earn tokens for achievements and skill progression or contribute to the league's growth and development. 

These tokens could unlock exclusive content, enable the purchase of virtual items, or even be redeemed for real-world rewards. Such incentives would ignite passion, drive engagement, and foster continuous skill development, enriching the league experience.

P2P Betting and Wagering:

Web 3.0's blockchain technology opens secure peer-to-peer (P2P) betting and wagering platforms for recreational sports leagues. Fans could engage in friendly wagers or join betting pools, all within a decentralized and trustworthy environment. 

Smart contracts ensure transparency and automated payouts, eliminating intermediaries and reducing transaction costs. 

It's a new era of secure and exciting competition.

The possibilities within this emerging landscape go far beyond what I could have imagined during my time with Ultimate Hoops. 

By embracing NFTs, DAOs, token economies, P2P betting, and data ownership principles, we can embark on an extraordinary journey that fuses the "Real World" with cutting-edge digital tools. 

By seizing the transformative power of Web 3.0, we can build a recreational sports league that captivates, immerses, and pushes the boundaries of what we thought was possible. 

Someone hand me the Cortizone.

TSL #022: The Power of Branding: Infusing Art and Culture to Drive Business Success

Effective branding can make all the difference in attracting and retaining customers in a crowded marketplace. It goes beyond logos and color schemes; it's about creating an emotional connection, establishing a unique identity, and differentiating your business from competitors.

Embracing the power of branding and infusing art and culture into your brand will create a memorable and impactful customer experience that drives long-term business success.

Here are a few ways to start transforming your brand.

Embracing a Holistic Approach

When I founded Ultimate Hoops, the vision was not just about basketball. Instead, it was about building an entertainment company that used basketball to entertain. We failed to connect if our customers viewed Ultimate Hoops as just a basketball league.

The focus was always on creating an exceptional experience for customers, not just on competition. By taking a holistic approach, you widen the ambition of your product or service experience, resulting in a differentiated approach vs your competitors.

Embrace the Storytelling Element

Draw inspiration from the stories within art and culture that align with your brand values and mission. Take a personal story and write about how it influenced you to start your business. For me, the sudden passing of my father, a massive basketball fan, inspired me to start Ultimate Hoops.

Use these stories to communicate your brand's purpose, origin, and unique value proposition. By weaving these narratives into your brand, you create a deeper connection with your audience, allowing them to align with your brand's story and values.

Reflect Artistic Expressions in Visual Identity

Infuse artistic expressions into your visual identity to create a distinctive and memorable brand. Collaborate with artists to design logos, packaging, and marketing materials that showcase a creative flair specific to your industry. By incorporating artistic elements, you create a visually appealing and captivating brand.

Many of Ultimate Hoops’ new product and service offerings started as sketches or random thoughts in my daily journal. I rarely, if ever, had a new idea sitting in my office. Get out and explore. Always seek inspiration.

Align with Cultural Trends and Values

When Ultimate Hoops launched in 2006, paparazzi culture was at its apex. To stay in tune with the latest cultural trends, we launched the “Ultimate Hoops Paparazzi.” Like Hollywood celebrities, we took photos of our league’s players coming and going from the gym. The page on our website was an instant hit, drawing more page views than even our box scores page.

Stay informed about cultural conversations, social movements, and emerging trends relevant to your industry. By aligning your brand with these cultural shifts, you demonstrate your brand's relevance, authenticity, and ability to connect with the values and aspirations of your audience.

Foster Collaborations and Partnerships

Seek opportunities to collaborate with influencers, artists, or athletes who align with your brand values. You bridge your brand with art, culture, and sports by creating joint initiatives, such as limited-edition products, co-hosted events, or campaigns. These collaborations expose your brand to new audiences and enhance its credibility and cultural relevance.

Recently, Ultimate Hoops partnered with Soho Art Gallery in New York City on a pop-up event. This untraditional, non-sports activation reinforced that we see beyond Ultimate Hoops as a basketball company.

Let your brand be a canvas for artistic expression and a stage for cultural conversations. By embracing storytelling, reflecting artistic expressions in visuals, aligning with cultural trends, creating experiential touchpoints, and fostering collaborations, you create a brand that captivates, inspires, and leaves a lasting impact.

TSL #021: Finding Your Close Encounters Moment in Business

When reflecting on the success of Ultimate Hoops League, a defining moment stands out—a moment that could have determined its fate as either a short-term failure or a runaway success.

It was the start of our second Fall 2006 season in Minneapolis, the league's inaugural market, and I was determined to take our content game to the next level.

Armed with a video camera and microphone, I embarked on a mission that evening with Mary. As we made our way to the Bloomington Kennedy Activity Center, I felt the weight of the pivotal moment ahead.

I confided in Mary, saying, "What I'm about to attempt tonight will determine if the vision of Ultimate Hoops will resonate with the players. It's a do-or-die moment."

My plan was to conduct the first-ever on-camera, post-game interview with a player in recreational basketball history.

There were only two possible outcomes in my mind:

1. The players would dismiss our cameras, deeming us ridiculous for attempting ESPN-style interviews after games.

2. The players would embrace the opportunity, fulfilling their childhood dreams of being interviewed on camera, and discussing their game performance like their NBA idols.

Driving home that night, my face betrayed my emotions—a mix of wonder, excitement, and a smile that mirrored Richard Dreyfuss' character in "Close Encounters of the Third Kind" after witnessing a UFO descend upon his truck on the railroad tracks.

Mary, noticing my restless state, remarked, "You're not going to sleep tonight, are you?"

But her words barely registered, as all I could hear was the replay of the Ultimate Hoops player's interview looping in my mind. He genuinely believed he was an NBA player!

She was right. Sleep eluded me that night.

Instead, I poured my energy into editing the interview, trimming it down to its core essence, and adding a title and closing sequence. I even layered my favorite '80s song as the background soundtrack. In that moment, I experienced my own Close Encounters revelation—building a model of NBA interviews I had watched countless times as a kid.

By 5 a.m., the video was ready. I uploaded it to the Ultimate Hoops website and retired to bed as the sun began to rise.

Upon awakening in the early afternoon hours, my inbox overflowed with messages from league players. The sentiment echoed universally:

"That video was unbelievable!"

Seventeen years have passed since that pivotal moment, and as the Ultimate Hoops League continues to thrive, one thing remains constant—the inner dialogue of players when they see the Ultimate Hoops cameras approach their bench:

I hope it's me they pick for the post-game interview.

Our unwavering obsession with making our Ultimate Hoops customers feel like NBA stars served as rocket fuel, propelling our rapid growth in Minneapolis and eventually leading to our acquisition by Life Time after just 18 months, paving the way for national expansion across North America.

I share this story to inspire you to delve deep into your soul, searching for that which stirs you, fuels your dreams, and compels you to elevate.

Just as we tapped into the universal desire to make people feel special by interviewing recreational basketball players, you too can find what makes you feel special. It could be a gesture, big or small, you receive at your favorite store, or the emotions evoked by a piece of art—be it music, film, or visual artwork.

Discover the essence within that art, and infuse it into your business. Even if it resides at the fringes of your services, your customers will feel it. Never underestimate the perceptiveness of humans.

I often advise my clients, "Build a business that taps into emotion, and you'll never have to worry about sales."

Dive deep and remain submerged until you find your obsession. Let it fuel your happiness and business results for a lifetime.

TSL #020: Rock The Wristband: Where Art, Culture, and Sports Converge

The new Rock The Wristband starts shipping this week.

I couldn't be more thrilled to share some news with you all.

Our team at Arlt Consulting has partnered with the brilliant mind behind Rock The Doc, Dr. Kennedy Chukwuocha, to bring you a revolutionary fitness experience: the Rock The Wristband.

We thrive on collaborating with clients with a relentless drive to enhance their customers' experiences through the convergence of art, culture, and sports. Dr. Kennedy embodies that spirit wholeheartedly, and it has been an absolute joy to join forces and turn his visionary concept into a tangible reality.

The Rock The Wristband represents a powerful fusion of cutting-edge technology and the pursuit of peak physical performance. It seamlessly combines the artistry of design, the cultural shift towards personalized fitness, and the adrenaline of athletic achievement. Paired with a Rock The Doc monthly workout subscription plan, it creates a fitness companion that supports your goals and adds a touch of elegance to your journey.

To all the fitness enthusiasts and athletes out there, I invite you to embrace the future of fitness with open arms or, should I say, wrists. The Rock The Wristband represents a bold step towards unlocking your full potential, revolutionizing your training, and pushing your boundaries beyond imagination.

Head over to their website today and embark on a journey that transcends the ordinary and unleashes your extraordinary.

At Arlt Consulting, we're driven by a shared belief that the intersection of art, culture, and sports holds the key to elevating human experiences. Our partnership with Dr. Kennedy and Rock The Doc is a testament to that belief, and we couldn't be more excited to embark on this adventure with all of you.

Stay inspired, stay motivated, and always strive for greatness.