The Athlete Brand Advisor Podcast

How the NIL Partnership with Aroma Joe's and Pliable Marketing Works

How does the Aroma Joe’s community ambassador NIL program work? This episode with host Greg Glynn, founder & CEO of Pliable features special guest Crystal Brown, community marketing manager for Aroma Joe’s Development Office. Greg and Crystal shared how the Community Ambassador Program at Aroma Joe's was created and how the program evolved from its inception in 2022 with Alyssa Bourque to become a unique NIL (Name, Image, Likeness) partnership for athletes across the country that focuses on community engagement rather than only brand and product promotion. 
Crystal explained how the program helps build leadership skills and community connections for college athletes while aligning with Aroma Joe's mission of positively impacting people through local coffee shops. They discussed the importance of maintaining positive social media content when representing brands and the potential for expanding the program to high school athletes. The conversation also touched on future opportunities, including potential partnerships with organizations like Winter Kids, Make-A-Wish and the Travis Mills Foundation and more!
Greg and Crystal discussed the history of their collaboration, noting that they first started talking about a community ambassador program on April 27th, 2022, with Alyssa Bourque being signed as the first community ambassador on May 5th, 2023. Greg highlighted the uniqueness of their program and the strong affinity for the brand among younger demographics.
NIL Program Community Building Strategy
Greg and Crystal discussed their NIL (Name, Image, and Likeness) community ambassador program at Aroma Joe's, which focuses on community building and leadership development for college athletes. Crystal explained how the coffee brand's mission aligns with community impact, allowing athletes to promote causes they're passionate about while gaining valuable leadership skills. Greg noted that their approach of identifying athletes based on character rather than just athletic ability has been successful in building a strong community network around the program.
Aroma Joe's Community Engagement Program
The discussion focused on how Aroma Joe's community engagement program has evolved to provide meaningful opportunities for athletes to participate in local events. Crystal explained that while initially challenging to find appropriate roles for athletes, the program has developed into various activities including experiential van events and sports card shows where athletes can represent both the brand and themselves. Greg noted that this generation of athletes is seeking new ways to give back to their communities, and the program allows them to promote local events and support organizations like Make-A-Wish through targeted promotions.
Local Athlete Engagement Strategy
Greg and Crystal discussed the value of working with local athletes who have smaller but engaged followings compared to larger celebrity athletes. They emphasized the importance of community connection and personal impact, noting how local athletes can create meaningful relationships with their audience through events and direct interactions. Greg shared an example of an athlete being recognized by a fan at a community event, highlighting the positive impact of these connections.
Social Media Impact on Role Models
Greg and Crystal discussed the positive impact of community events and the importance of maintaining clean social media accounts for role models, particularly athletes. They emphasized how content shared on social media reflects an individual's identity and future career aspirations. Crystal highlighted the long-lasting nature of online content and the need for individuals to consider their digital footprint carefully.
Athlete Social Media Brand Partnerships
Greg discussed the importance of athletes maintaining positive social media content when representing brands, explaining that negative content or inappropriate gestures can lead brands to reject partnership opportunities. He emphasized that athletes should consider their online presence as a reflection of the brand they represent, particularly when engaging with younger audiences who look up to them. The conversation concluded with Greg asking Crystal about future developments in the NIL (Name, Image, and Likeness) space, particularly regarding opportunities for high school and college athletes.
NIL Opportunities for High School Athletes
Greg and Crystal discussed the potential for NIL (Name, Image, and Likeness) opportunities to impact high school athletes and their communities. They highlighted the importance of building leadership skills and personal connections with the community from a young age, with Crystal sharing her experience with a health promotion program in elementary schools. Greg mentioned Maddie Niles from Lawrence High School as a great example of a successful high school athlete who embraced NIL opportunities early and became a community ambassador, gaining valuable life skills and recognition, including being featured in the Wall Street Journal.
NIL Program Growth and Expansion
Greg and Crystal discussed the success of their NIL (Name, Image, and Likeness) program, highlighting the partnership with the University of Maine and the growth of Pliable athletes in the region. They emphasized the program's unique approach to NIL, focusing on community impact rather than just revenue sharing. The discussion included concerns about scaling the program while maintaining control and ensuring it aligns with their brand values across multiple states. Both Greg and Crystal expressed excitement about future opportunities to present the program at conferences, trade shows, and colleges, as well as their commitment to making a positive community impact.
Community Ambassador Program Expansion Plans
Greg and Crystal discussed the success of their community ambassador program, highlighting the application process, waiting list, and NIL education opportunities through Pliable U. Greg emphasized the importance of athletes educating themselves about name, image, and likeness opportunities and how it works prior to applying for the Aroma Joe's Community Ambassador Program. This is a requirement of becoming a Community Ambassador for Aroma Joe's.
Episode Resources
Find Crystal on Linkedin: https://www.linkedin.com/in/crystal-brown-240819123/
Crystal’s email: Crystal@aromajoesdev.com
Pliable’s website: PliableMarketing.com
Application form to be a Pliable athlete: https://pliablemarketing.com/nil-representation
Pliable U (online education for athletes about NIL): PliableU.com

What you need to know about NIL and your taxes

This episode of the Athlete Brand Advisor Podcast featured host Greg Glynn interviewing Sophie Miller, a CPA from Larson Company based in Utah, about tax strategies for college athletes involved in Name, Image, and Likeness (NIL) deals. Sophie is a former college volleyball player at Eastern Washington, discussed the importance of setting up an LLC for athletes earning money annually from NIL activities to protect assets and potentially reduce self-employment taxes. They covered key tax planning steps including tracking income and expenses in spreadsheets, reporting all income regardless of amount, opening business bank accounts, and gathering necessary documentation like 1099s and W-2s. 
NIL Tax Planning for Athletes
Sophie discussed her journey from college athlete to CPA, explaining how she initially studied accounting with the intention of becoming a bookkeeper before pursuing her master's in taxation and working at a big four firm. She advised athletes earning over $5,000 from NIL deals to start by setting up an LLC, which provides flexibility to file as either a sole proprietor or S corporation. Sophie explained that athletes working as contractors are subject to both income tax and self-employment tax (on top of income tax), making the LLC structure beneficial for managing these tax obligations.
Athlete LLC Formation Benefits Discussion
Sophie and Greg discussed the benefits of forming an LLC for athletes, particularly those involved in NIL deals and camps/clinics. They agreed that while an LLC provides valuable liability protection, it might not be necessary for very small operations (under $5,000 annually), but becomes more important for higher-value activities or those involving physical activities like camps. The discussion also covered tax implications, including dependency status considerations for athletes over 18 who are earning income, and the importance of discussing tax filing strategies with parents.
Athlete Tax Planning Guidance
Sophie talked with Greg about tax considerations for athletes, explaining that brand deals involving free products should be reported as income regardless of the amount, even if no 1099 form is received. She recommended tracking both income from products and expenses including cell phone bills, accounting fees, mileage, and sport-specific training costs to maximize tax deductions. 
NIL Income and Expense Tracking
Greg and Sophie discussed tracking income and expenses for NIL activities. They recommended using a spreadsheet or business bank account to record transactions, with a focus on reviewing records at year-end rather than waiting until tax filing time. Greg emphasized the importance of tracking both cash and non-cash transactions, including product value, and suggested that athletes should report all expenses, including travel costs for appearances and autograph signings, as potential tax write-offs.
NIL Income Tax Strategy Planning
Sophie and Greg discussed strategies for managing NIL (Name, Image, and Likeness) income, including ways to optimize tax deductions by shifting income to family members in lower tax brackets and using expenses like travel and office supplies as deductions. They also covered the importance of collecting 1099 forms from brand partners and maintaining expense records for tax purposes, noting that while CPAs don't require every receipt, it's wise to keep them for potential audits.
Athlete Tax Documentation Services
Sophie explained the documentation athletes need for tax purposes, including W-2s, 1099s, 1098Ts, and 5498s, and discussed how to start a relationship with a CPA. She outlined Larson and Company's tax services, including pricing starting at $650 for a basic return, and noted that while they cannot set up LLCs directly, they can provide guidance and resources. SophieM emphasized the importance of early financial planning for athletes and confirmed that her firm can work with clients across all states.
Resources:
Website: https://larsco.com
NIL article about taxes: https://larsco.com/blog/nil-and-taxes-what-college-athletes-need-to-know-about-their-earnings
Email: smiller@larsco.com
Phone: 435-259-9100
Pliable Marketing: PliableMarketing.com 
 
 

Why Athletes Make Great Coaches with Author Matt Rogers

In this episode of The Athlete Brand Advisor Podcast, Greg Glynn interviewed Matt Rogers, author of "The Recipe for Being a Great Coach," to discuss his sports background, coaching career, and the inspiration behind writing the book. Matt shared his experiences playing college sports at Bowdoin College and his journey into coaching, emphasizing the importance of building positive team cultures and teaching life lessons through sports. Matt explained that the book, which contains 22 chapters focused on skills and life lessons, aims to help coaches and athletes become their best version of themselves and inspire others.
Journey to Success in Coaching
Matt shared his journey from a multi-sport athlete in Maine to becoming a successful coach, author, and hitting coach at Bowdoin College. He discussed his early experiences playing sports with his siblings and emphasized the values of faith, family, education, and sports instilled by his parents. Matt reflected on his college career at Bowdoin, where he initially struggled with the team's performance and culture but chose to stay, eventually leading the team to its best record in school history by his senior year. He highlighted the importance of perseverance and personal growth over winning records, and his recent book, "The Recipe for Being a Great Coach," explores these themes further.
Matt's Coaching Journey and Philosophy
Matt discussed his coaching career, which began in high school and continued through various roles, including assistant coaching at Deering High School and coaching basketball and baseball at different levels. He expressed a preference for coaching baseball and basketball, highlighting the psychological aspects of baseball and the ability to make in-game adjustments in basketball. Matt emphasized the importance of coaching as a way to instill work ethic, team spirit, and life lessons, regardless of age. Greg inquired about Matt's decision to write the book "The Recipe for Being a Great Coach," but Matt did not provide a specific answer in this segment.
Sports Beyond Records and Titles
Matt discussed his journey of writing a book which focuses on the essential aspects of sports beyond records and titles, emphasizing shared experiences, friendships, and life lessons. Inspired by a friend, Dave Eid, Matt decided to transform his ideas into a book, which was surprisingly accepted by a publisher. He explained that the book is applicable to anyone seeking personal growth and leadership, highlighting the importance of being selfless and positive. Matt expressed his hope that the book would help others improve themselves and, in turn, assist others. Greg agreed, emphasizing the book's relevance for coaches and athletes and its potential to inspire higher standards in coaching and leadership.
Episode Resources:
Buy the book
Contact Matt at M22rogers@aol.com or call 207-318-6056
Bowdoin College
Dave Eid
Cash McClure Basketball Camp and Training
Greg Glynn
Pliable Marketing
 

The Science Behind Female Athletes with Christine Yu

To celebrate National Girls and Women in Sports Month, host Greg Glynn, founder & CEO of Pliable interviewed Christine Yu, an award-winning journalist and author of "Up to Speed: The Groundbreaking Science of Women Athletes." They discussed Christine's background in journalism and her passion for women's sports, which led her to write the book to address the gender gap in sports science research.
 
Christine shared insights on the myths and misconceptions about women's athletic capabilities, the importance of proper nutrition and strength training for young female athletes, and the high rate of ACL injuries among female athletes. They also touched on the historical and societal factors that have contributed to the underrepresentation of women in sports science studies. Greg and Christine discussed actionable tips for young girls and parents to support bone health and prevent injuries. The episode concluded with information on where listeners can find Christine's book.
Journey to Sports Science Advocacy
Christine discussed her journey from a nonprofit background to becoming an award-winning journalist, highlighting her passion for writing and storytelling. She explained how her interest in sports evolved from personal experience and her realization of the gender data gap in sports science research, which inspired her to write a book on the topic. Christine shared surprising findings, such as historical women scientists' efforts to debunk myths about women's physical capabilities being dismissed, and emphasized the importance of addressing these misconceptions to support girls and women in sports.
Nutrition for Female Adolescent Athletes
Christine discussed the historical and ongoing gender-based limitations in sports, particularly for women, and emphasized the importance of proper nutrition for adolescent athletes to support bone health and overall development. She highlighted the need for regular meals and snacks, especially before and after practices, and recommended consulting a sports dietitian for personalized advice. Christine also stressed the significance of maintaining a healthy menstrual cycle as an indicator of hormonal balance and its long-term implications for bone health.
Women's Sports Injury Prevention Strategies
Christine and Greg discussed women's sports, focusing on injury prevention and body type considerations. Christine emphasized the importance of strength training and neuromuscular training for reducing ACL injury risk in female athletes, particularly during adolescence. She highlighted that while biological factors like pelvic width are often cited as risk factors, environmental and societal factors, such as lack of access to strength training, also play a significant role. Greg and Christine agreed on the need to empower young female athletes to take control of their injury prevention through accessible training programs.
 
Resources
Buy the bookhttps://www.christinemyu.com/
Christine's social mediahttps://www.instagram.com/cyu888/
Pliable Marketing website
https://pliablemarketing.com/
Mission E50 initiative to increase the popularity of women's sports
https://pliablemarketing.com/e50