Under the Number

Brent Peus

Sports are serious business. On Under the Number, Brent Peus goes deep with the innovators driving the Sports Economy—from elite athletes and investors to visionary founders and executives. Get inside the deals, trends, and disruptions reshaping the industry. Whether you’re a fan, entrepreneur, investor, or industry insider, Under the Number offers cutting-edge insights into the world of sports business.

  1. JAN 30

    Inside the NFL's Billion-Dollar Playbooks · Ryan Petkoff, Founder of Petkoff Strategies

    🏟️ Get off the sidelines ➡️ https://underthenumber.substack.com/ 🎥 Watch on YouTube: https://youtu.be/50-9naPS2mU 🎧 Listen on Apple Podcasts: P. Ryan Petkoff is a dynamic leader, strategic advisor and consultant who partners with startups and legacy businesses to build solutions that create meaningful value. Ryan’s expertise as an operator and an advisor ranges from strategy development and execution to high-level marketing, communications and storytelling, capital raise and allocation, change management, crisis mitigation and executive coaching. With a rare combination of skills, Ryan’s “unicorn experience” means organizations can solve a variety of challenges with a single consultant. He excels in environments where he can wear multiple hats, driving impact across various functions, making him a perfect fit for startups or legacy businesses navigating growth, change or transformation. Most of all, Ryan cares deeply for people and connects well with what matters. Ryan is passionate about working with entrepreneurs because he thrives on building things. Whether it’s launching a new marketing initiative, managing a capital raise, or guiding a company through a crisis, he is energized by the opportunity to create something meaningful. He works with a select group of clients, prioritizing quality over quantity, where he can build deep and authentic relationships. Before launching his consulting practice, Ryan spent almost 20 years in the world of professional sports, where he helped transform the Kansas City Chiefs into one of the most successful franchises in global sports. As a top executive at Hunt Sports Group (the parent company of the Lamar Hunt family’s sports franchises), Ryan was “one of the driving leadership forces behind the Chiefs’ ascent to the top of the NFL” (Sports Business Journal). He spearheaded the Chiefs’ first international marketing initiative and led the team’s entry into the NFL’s global marketing program. By 2021, the Chiefs earned marketing rights to both Germany and Mexico, helping the team become one of the fastest-growing sports brands worldwide. He also was the primary advisor to Chiefs Chairman and CEO throughout the construction of the Chiefs dynasty. Now, Ryan channels his expertise, extensive network, and passion for building into helping innovative companies thrive and scale. Bio via Petkoff Strategies

    34 min
  2. JAN 12

    Why Athletes Dominate Business: Michael Moe, Founder & CEO of GSV

    🏟️ Get off the sidelines ➡️ https://underthenumber.substack.com/ 🎥 Watch on YouTube: https://www.youtube.com/watch?v=zYVK9V1zJvQ 🎥 Watch on Spotify: https://open.spotify.com/episode/4McF8ybLtUC0JVC3PDNC6R 🎧 Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/why-athletes-dominate-business-michael-moe-founder/id1730764733?i=1000744851394 Michael Moe is the Founder and CEO of GSV, a growth-focused investment platform. GSV has invested in game-changing businesses such as Facebook, Twitter, Snap, Palantir and Spotify. GSV has several funds focused on the digital learning sector and has invested in Coursera, Chegg, Course Hero, Masterclass, and Guild Education. GSV stands for “Global Silicon Valley,” inspired by the entrepreneurial mindset of Silicon Valley spreading throughout the world. Michael is also the co-founder of the ASU+GSV Summit, which Forbes called “the Davos of Education.” Additionally, Michael is on the Board of the National Football Foundation and the College Football Hall of Fame, Center for Education Reform, ClassDojo, Bookclub, Hi Solutions, and is an advisor to Arizona State University. Before GSV, Michael was the Founder and CEO of ThinkEquity Partners, Head of Global Growth Research at Merrill Lynch, and was voted to be on the Institutional All American Research Team and named "Best on the Street" by the Wall Street Journal. Michael is the author of three books, “Finding the Next Starbucks”, “the Global Silicon Valley Handbook” and his most recent, “The Mission Corporation.”Michael holds a B.A. in Political Science and Economics from the University of Minnesota and is a CFA (Chartered Financial Analyst). He and his wife Bonnie live in Dallas, Texas where they moved to in 2021 after living in Silicon Valley for twenty-five years. Bio via ASU GSV Summit

    38 min
  3. 2025-12-05

    How a $10 Billion Family Invests in Sports · Brian Kopp, Ryan Sports Ventures

    🏟️ Get off the sidelines ➡️ https://underthenumber.substack.com/ 🎥 Watch on YouTube: https://www.youtube.com/watch?v=edPKhKmK7GQ&t=450s 🎧 Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/inside-family-office-sports-investing-brian-kopp-ryan/id1730764733?i=1000739872109 Brian is a Partner at Ryan Sports Ventures and the Founder of Stretch 4 Advisory. Through Stretch 4 Advisory, Brian provides strategic business services to sports technology and data companies including Riddell Sports, Wilson Sporting Goods, Peak Performance Project (P3), and FastModel Sports. Brian was previously Partner and Group CEO of Phoenix Sports Partners, a sports investment and operating company. Before his role at Phoenix, Brian served as President of North America for Catapult Sports, a global provider of sports analytics and performance products. Prior to Catapult, Brian served as Senior Vice President of Sports Solutions for STATS LLC. At STATS, Brian was responsible for the revolutionary SportVU player tracking technology as well as building innovative analytics solutions for NBA, NFL and NCAA teams. Prior to his career in sports business, Brian worked in investment banking and private equity before transitioning into corporate strategy and M&A roles. Brian received his BA in Economics from Wabash College, where he played basketball. He also received his MBA from the Kellogg School of Management at Northwestern University. Brian resides in the Chicago area with his wife Rita and their five children. https://www.ryansportsventures.com/ #Underthenumber #sports #venturecapital #vc #investing #startups #entrepreneurship #Tech #leadership #sportsbusiness #familyoffice

    37 min

About

Sports are serious business. On Under the Number, Brent Peus goes deep with the innovators driving the Sports Economy—from elite athletes and investors to visionary founders and executives. Get inside the deals, trends, and disruptions reshaping the industry. Whether you’re a fan, entrepreneur, investor, or industry insider, Under the Number offers cutting-edge insights into the world of sports business.

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