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From the Halfpipe to the Boardroom: How Brittany Gilman Has Built an Agency From the Ground Up

Brittany Gilman’s journey from professional snowboarder to international entrepreneur has been anything but linear. 

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Brittany Gilman has taken what she learned on the field to succeed off of it. (Photo via Brittany Gilman)

 

Ever present on social media and always one to engage with her followers, Brittany Gilman filled her timeline on January 1, 2018, with a series of inspirational quotes, images, and well wishes directed towards her followers.

As someone who follows Brittany for updates on her company, BG Sports Enterprises, I was fortunate enough to come across those new year affirmations myself, during one of my daily Instagram scrolls. Yet, out of all the sentiments Gilman posted, there was one that stuck out to me, because I felt like it accurately, succinctly and eloquently summed up Gilman’s career in the sports and entertainment industry:

“Everything that you have gone through in your life, has prepared you for what is to come.”

Everything Gilman has gone through thus far in her life, a successful professional snowboarding career, a tenure as a Strength & Conditioning Coach at USC and Auburn, a Bachelor’s of Kinesiology and a Master’s of Biomechanics, a stint as a professional fitness model and about five or six other life-altering experiences has prepared her for the life that she’s currently living.

“I was always a multiple sport athlete. I ended up choosing snowboarding because it was more fun to me than any of the other sports. I have been an athlete my entire life. I come from an athletic family and a very driven family. At a young age, I had something in me that I couldn’t really describe and it was that drive that had me start snowboarding professionally when I was 17.”

During her snowboarding career, Gilman had to split her time and was essentially living two separate lives. On one hand, she was traveling all over the world as a member of the junior Olympic snowboarding team while on the other hand, she was pursuing a very intense Kinesiology Degree at the University of Colorado Boulder.

According to Gilman, the constant back and forth between school and snowboarding didn’t provide her with the opportunity to develop into the athlete she knew she could be. So when she was done with college, Gilman made the decision to snowboard full-time and moved to Mammoth Lakes, CA in pursuit of that dream.

However, Gilman’s life in Mammoth was not the life she had imagined. Upon her arrival in California, she switched sponsors and obtained an injury that drained her both personally and professionally. Wanting to take a break, Gilman realized that it was time to adjust her sails and move in a different direction.

As a result, Brittany took an opportunity to serve as an intern on the football strength and conditioning staff at the University of Southern California. That opportunity led her to Auburn, where she served as a strength and conditioning coach for a year, while she got her Master’s in Biomechanics. Gilman stayed at Auburn for a year before she decided to move back to California to pursue an internship opportunity with a sports marketing agency in the city. However, that opportunity wasn’t quite what Gilman had imagined for herself.

“The agency told me that they didn’t have work for me to do but if I wanted to show up and hang out in the office I could. I knew that there were better ways for me to use my time so I started brainstorming and that brainstorming lead me to start my own sports marketing agency in 2007.”

Although the opportunity to branch out on her own was exciting, Gilman admits that it wasn’t easy. So much so, that she even worked for free for the first three years of being in business.

“I would work with guys and assist with their marketing plans, but the guys I worked with at the time weren’t huge names so I couldn’t make a living off of that alone. As a result, I supplemented that work with different types of strength and conditioning / personal training jobs to get me through until I could sustain my life with my business alone. And now, here I am.”

Stacy Elliott, Brittany Gilman and Ezekiel Elliott at the ESPY Awards (Photo via Brittany Gilman)

And where Gilman is at now, is a fearless entrepreneur and the owner of a successful international sports marketing, PR and management agency, BG Sports Enterprises. The majority of BG Sports clients are NFL and Football (soccer) athletes; however, they cater to all sports, including NBA, MLB, boxing, track and field, and of course snowboarding. They also offer brand consulting to various companies as well.

Gilman sees her experience and unique approach as an advantage for her clients because unlike larger firms, BG Sports is able to provide its clients with the individualized attention that’s required to create ideal marketing strategies.

“We have a menu of services that we provide our clients and depending on our client’s objectives and needs, they pick and choose bits and pieces of the services we have in in our repertoire for their use.”

Brittany Gilman and Stacy Elliott at the NFL 2016 Draft (Photo via Brittany Gilman)

“I have been splitting my time between Los Angeles and London, 60/40, for the last year and a half. Prior to that, I made several trips to the UK and other places throughout Europe. I’ve spent a tremendous amount of time expanding my network, learning different cultures, exploring different industries and creating meaningful relationships. All of those relationships were developed with a lot of hard work.

The services that we implement most for our international clients are digital branding, digital monetization, international PR and brand development. These have come to fruition because of BG Sports’ dedication to providing continuous value and empowering our clients to live out their dreams.”

Up until a year and a half ago, Gilman’s company focused primarily on American Football players. However, she has now begun to turn her attention to the soccer players in the UK and has been employing innovative cross-marketing techniques to connect her NFL and NFL UK players.

“Last spring, we worked with the NFL UK and had Jarvis Landry come over and then we did a lot of stuff with the NFL UK. We visited Tottenham Football Club as well as Liverpool Football Club, and attended several other sporting events. Being able to work with the NFL UK has been quite the blessing. ”

This duality, between football and American football, has served Gilman well. She has been spending most of her time overseas and through her continued grace, resilience and some old-fashioned hard work, her clients and her company are starting to see the impact.

“We are growing really quickly as a company, which is quite the blessing. You can put a strategy in your head and think “this is what’s going to happen” with the company but rarely does it ever end up going in that way. But, in the interim, you have to be flexible and roll with the waves. And now the international component is growing very quickly and there’s so much opportunity there.”

And it’s that opportunity, coupled with her passion and her desire to give back and help empower athletes to lead their best lives and accomplish their dreams (both on and off the field), that keeps Gilman and her company moving forward.

“I see so many athletes that don’t have the ability to embrace and capitalize on the power and the potential that they have on and off the field. What really inspires and drives me is that I have the ability to educate them and give them the tools they can utilize for the rest of their lives.”

This piece has been presented to you by SMU’s Master of Science in Sport Management.

Chloe is a former DI Women's Basketball player turned entrepreneur, writer, advocate and Chicago Tribune Red Eye "Big Idea" Award Winner. She's also the Founder and CEO of Elle Grace Consulting, LLC, an athletics consulting firm that helps prepare ALL athletes for lives of thoughtful leadership and meaningful service beyond athletics. You can connect with Chloe at chloe@ellegraceconsulting.com.

Professional Development

Why Athlete Retirement Transitions Can Be So Devastating

Sports psychologist Scott Goldman discusses the struggles athletes can face in retirement from their professional and amateur careers.

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Ben Hartsock was thinking ahead to avoid difficulties following retirement.

Following a 10-year NFL career, the tight end jumped right into a career as an agent. For Hartsock, it was better than taking time to figure his life out after the structure and rigidity of an NFL career.

“There’s really two schools of thought, and there’s the school of thought you need something waiting when you’re done because idle time is the devil’s playground,” said Hartsock, who ended up realizing agent life wasn’t right after two years and is now pursuing broadcasting.

“Had I not jumped right into working, I wouldn’t have been able to handle it. I could have downward spiraled.” 

Professional athletes, no matter the sport, leave a life of structure and must transition to a life of relative normalcy. More athletes today are thinking about it, but no matter how well-prepared the transition, it can still cause hiccups, Hartsock said. After 20 years of playing football, Hartsock said it’s almost like being institutionalized.

“I don’t know what other industry or business has a similar experience,” he said. “The shelf life of an athlete is limited in a way I can’t think any other profession is. Think about going to high school getting great marks, going to college and excelling, and after five or 10 years of being the best surgeon in the world, they take it away from you. That’s hard.”

READ MORE: As Retirement Nears, Yankees Star CC Sabathia Experiments With ESPN Deal

Athlete struggles following their athletic career’s end is not an easy topic to address, said Scott Goldman, the president-elect of the Association of Applied Sport Psychology. Goldman is a sports psychologist who’s worked for 20 years with collegiate and professional athletes.

Much of the conversation in post-career struggles revolve around professionals, but Goldman said it’s also a serious issue among collegiate athletes as well, as 90 percent don’t go professional. While many sports don’t have a clear path to the pros, Goldman said those that do — like basketball and football — can make inflate aspirations.

Goldman said he’s happy that leagues, like the NFL, are working intently to help create programs and guide players through their career and after to help ease the pain.

When Goldman works with an athlete struggling post-career, he said he likes to follow the Kubler-Ross Stages of Grief. Leaving an all-or-nothing career, like professional athletics, can leave athletes in a similar depression as losing a loved one.

“For some of them, it’s as much a shift in identity as dealing with a tragic loss,” Goldman said. “Most of these athletes get up at 6 a.m. and their day is largely accounted for and scheduled. It can be really intense when they leave.”

Goldman said he believes more potential employers are realizing that while athletes mostly don’t have lengthy business resumes, the commitment and dedication to their careers and being successful can often easily translate to the business world.

Often times, careers ended because of injuries are worse because they’re sudden. For careers like Dwyane Wade and Dirk Nowitzki, players get a goodbye tour and can ease into their retirement through a grief-like path.

Beyond the personal-identity struggle, Goldman said athletes also often struggle with their financials following retirement. The general public has a perception of multimillionaire contracts, and while some athletes are set for life, those contracts are in reality few and far between. More common are the sub-million dollar contracts with athletes averaging less than three years as a professional athlete. Add on trying to ensure that money and whatever post-retirement career the athlete ends up pursuing to obligations, and the stress can be high.

READ MORE: Missy Franklin Opens Up About Retirement and Life After Swimming

“It’s amazing the demand of the million dollar athlete,” Goldman said.

Former athletes balancing a dwindling bank account with their lack of direction can experience a perfect storm for emotional troubles. That’s where people like Goldman and companies like Priority Sports, Hartsock’s former agency, and its Preparing for Life After the NFL, or P.L.A.N., come in. 

Leaving a professional sports career often doesn’t have a ceremonial ending like other transitions in high school to college; college to the working world; or even a long TV series finale. Goldman said he doesn’t often like to use cliches, but can’t avoid one in this situation.

“It’s more of a transition than a severance,” Goldman said. “When you exit one room, you enter another space. Sometimes we focus on what we’re leaving and other times, it’s what we’re entering.

“It’s important to accept what we leave, and see what’s coming next and find meaning.”

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Professional Development

Navigating Negotiation: 3 Tips to Effectively Handle Your Next Crucial Conversation

What’s the difference between those who succeed at negotiation and those who don’t? You might be surprised by the actual answers.

Jarrod Barnes

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Regardless of your role within sports business — whether it’s a raise, sponsorship activation, contract, or expanded opportunity — at least one aspect of negotiation is involved in our daily job descriptions.

According to a recent study, only 29 percent of job seekers negotiated their salary at their current or most recent job. All the while, according to the same report, 84 percent of those confident enough to ask for higher pay succeed in getting it.

What’s the difference between those who succeed at negotiation and those who don’t? Some sports business professionals offered their best tips to effectively handle your next crucial conversation.

Effective Preparation and Practice

“One thing that people tend to do when they get to those crucial conversations in life, no matter how good they are at what they do, they think they have it all in their head, and they wing it,” says sports agent, author and well-known negotiator Ron Shapiro.

READ MORE: Informational Interviews Can Be Crucial to Your Career Development

Negotiation begins with knowing your worth. Gathering the most relevant information to reinforce your position, whether it’s current salary ranges or market analysis, can lead to a more holistic perspective. While it may seem easy to think your position is correct (which it may be), the market doesn’t care much about what you think you’re worth; at the end of the day, hiring managers or customers are going to offer you what they think you’re worth.

Shapiro would go on to say, “a critical step in preparation is weighing alternatives. Alternatives make you less dependent on one option or customer and therefore create leverage, which is particularly useful when negotiating from a position of relative weakness.”

Embrace “No”

While fear of rejection is common when navigating a negotiation or crucial conversation, a strong reality is that negotiation doesn’t actually begin until someone says “no.”

“No” signals an opportunity to problem-solve the conflicting and overlapping interests both parties want to serve and figure out how both can get as much of their desired outcomes as possible. Our reluctance to negotiate past “no” may keep us from obtaining the “yes” we truly desire.

“Whoever you’re negotiating with is a person just like you. Don’t overthink it or assume it needs to be more than it is. Make sure to level the playing field and refuse to let your worth slide, especially your non-negotiables. Be overly clear,” says Connor Dietz, director of sales & strategy for Train Up First.

Listen and Respond

When preparing and practicing for a conversation, it can be easy to allow our emotions to overtake us if things don’t go according to plan. Yet, being “hijacked” by our emotions sabotages our ability to make good decisions or to react skillfully.

READ MORE: How to Master the First Month of a New Job in Sports Business

“It’s not only what you say; it’s how you say it. Because as a negotiator, you want the other side to feel your confidence,” claims Shapiro.

It’s easy to avoid difficult conversations, but the more conversation you have with those involved, the more natural it feels. Start small when the stakes are low, try negotiating with your colleagues, at a garage sale, or with family. There are countless opportunities to practice. Negotiation begins with knowing your worth and ends when you’re willing to walk away.

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Professional Development

Inside Julianne Viani’s Whirlwind of a Broadcasting Career

The broadcaster has made a name for herself, thanks to a tireless work ethic and covering everything from college basketball to the NBA and WNBA.

Bailey Knecht

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Julianne Viani might be the busiest analyst in sports.

The 33-year-old originally from Poughkeepsie, N.Y. is constantly on the go, working as an analyst for major networks like ESPN, CBS, NextVR, Big Ten Network and Pac-12 Network. Between games, travel and preparation, Viani has a full slate, bouncing from city to city for the majority of the year.

“Some people only cover men’s college basketball and only focus on that,” Viani said. “I cover everything, from men’s college basketball to women’s college basketball to the NBA and WNBA. I have to keep tabs on what’s going on, on all platforms. It’s a lot of work, and you don’t have to know everything there is to know, but you have to know enough about the big picture on every single platform.”

Even on her off-days, Viani spends her time studying teams and taking conference calls with coaches.

“People are too smart and can pick up whether you know the game,” she said. “You can tell when someone isn’t prepared, and my biggest thing is, I never want to not be prepared. You’re going to make mistakes. It’s going to happen, but the bottom line is I need to make sure I’ve studied up.”

READ MORE: Bartending, Country Music, and Kay Adams’ Relentless Path to Success

Viani is a basketball lifer, having played Division-I basketball on a Marist team that made multiple NCAA tournament runs and then played professionally overseas. When she returned to the U.S., she was presented with an opportunity to break into broadcasting, starting with high school games.

“When you produce long enough, you just know right away,” said Steven Fenig, ESPN remote producer and director who has known Viani since covering her as a player at Marist. “It’s weird, I mean, a lot of people that play the game and coach game know it inside and out, but not everybody that’s played is able to take what they know and communicate that to the average viewer and break it down easy for the viewer to understand. Right away with her, I saw that she was really talented.”

Viani worked her way up, and now, one of her main jobs is with the NextVR, where fans can experience NBA games in virtual reality. Her experience with NextVR puts her at the forefront of a branch of the sports industry that most analysts have yet to delve into.

“It’s a full-blown broadcast like regular TV, but it’s fusing technology with the sports industry and broadcast world,” she said. “It’s all about catering to the public, so they can turn their head to the left and right and experience the game. It’s different.”

Matt Drummond, coordinating producer at NextVR, explained why Viani has been so successful in her role there.

“I think it’s her diverse experience and relaxed nature, which are the two ingredients that we look for from everyone involved,” he said. “She’s willing to do whatever to get the job done, and she has the experience to draw from and work through it. We’re always problem-solving on the run because things rarely go to plan, so we need someone with a cool head and calm voice to work through it.”

When it comes to NBA games, it’s still relatively uncommon to see women in the broadcast booth, but NextVR has made it a point to hire diverse analysts.

“The chance to call a full slate of games as a color analyst as a female — it’s really rare,” Viani said. “NextVR has given me a lot of opportunities, and they’ve been good about having women and former players do this. It’s amazing to see the technology out there and be on the front lines and gain experience at the highest level.”

“It’s great having a female voice in our group, and that was something we were looking for,” added Drummond. “She’s brought everything we need to the table. Her work ethic is ridiculous. I don’t know how she puts in that much travel. Every day, she’s in a new city.”

Viani is transparent about the challenges of her job — she admits that the jam-packed schedule takes a toll on her.

“It’s hard,” she said. “During the year, I do get burnt out by the end of the year. By April, I’m really drained and ready for the beach and downtime. I need a whole month to recover. It goes from late October through April nonstop. December, January, February and March are bananas.”

Viani also acknowledged that the scheduling challenges stem from her involvement with a variety of networks, which makes for an inconsistent routine.

“For me, it’s hard to work for a lot of different networks,” she said. “Being an independent contractor is not easy. I get paid by the game, so you’ve got to hustle, and you can do well and make living if you’re getting opportunities, but not having the protection of being with one network is tough.”

Viani is able to keep her spirits high throughout the season, though, because she genuinely loves what she does.

“She just does a spectacular job — there’s always a smile on her face, she’s easy to work with, she’s got a great attitude, she gets along with everybody,” Fenig said. “She’s worked hard to improve her craft, and you can see that by watching her and listening to her.”

She also leans on her faith to get her through the grind of the basketball season.

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“My faith in God is the most important thing that drove me as a player and now in broadcasting,” she said. “I know every door has been opened because God has opened it, and I’ve walked through it and worked because He’s given me talent, so I want to give him glory.”

Although travel and working with multiple networks has become second nature to Viani, she has dreams of locking down a deal with one network and developing a steadier routine.

“I think my goal would be — I love doing a variety of things, but I’d love to be married to one network and focus my attention to just one, whether it’s ESPN or CBS or whatever,” she said.

And even though analyst jobs are in high demand, particularly at the top networks, those who have worked with Viani have faith that she has what it takes.

“For Julianne, the sky’s the limit for her, and as long as she’s willing to stay with it, she’ll get that opportunity as long as she’s persistent,” Fenig added. “Her work ethic and attitude is certainly there, and the talent is there. Hopefully she’ll get that opportunity, and if she does, she’ll nail it.”

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