Under The Number

Brent Peus
  • 5.0 (2)
  • Sports
  • Updated Weekly

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. The Network Aggregating Bryson DeChambeau, Grant Horvat, and The Bryan Bros · Source Golf Co-Managing Partner Ethan Rosenbaum

    18h ago

    The Network Aggregating Bryson DeChambeau, Grant Horvat, and The Bryan Bros · Source Golf Co-Managing Partner Ethan Rosenbaum

    Ethan Rosenbaum spent his career in media before arriving at a conviction that's now reshaping how golf gets watched: YouTube is the new premium TV, and creators are the network. In this conversation he traces the path that led him to Source Golf, the first premium year-round YouTube golf network, and makes the case for why aggregating creators is a "cable 2.0" moment for sports. We get into: · The media career that built his conviction around YouTube and creators· Why Source Golf is starting with golf, and why the timing works now· How the YouTube golf boom actually got started· The "cable 2.0" thesis · packaging fragmented creator inventory into a single television-style media buy· What it takes to build a network anchored by Bryson DeChambeau, Grant Horvat, and The Bryan Bros Source Golf sits under Source Media Group and is backed by David Blitzer's Bolt Ventures. The pitch is simple: golf has one of the most valuable audiences in sports, but it has never been buyable at scale. With more than 14 million de-duplicated monthly viewers, an audience that skews 82% aged 18 to 49, and over 100 million hours streamed on U.S. TVs a year, Source Golf is betting the living room screen is where the next era of golf gets won. Under the Number goes inside the sports economy with the founders, investors, and operators building it. New episodes every week. Check out Skybox: https://www.skyboxmedia.com/ Substack: https://underthenumber.substack.com/ YouTube: https://www.youtube.com/@underthenumberpod Spotify: https://open.spotify.com/show/4mj9Z1nJZabBH88AZr2lBp Apple: https://podcasts.apple.com/us/podcast/under-the-number/id1730764733 #UnderTheNumber #SourceGolf #YouTubeGolf #CreatorEconomy #SportsMedia #SportsBusiness #Golf #BrysonDeChambeau #GrantHorvat #BryanBros #ConnectedTV #SportsEconomy

    58 min
  2. The CEO of "Death Diving" · Paul Rigault, CEO of Døds Diving League

    4d ago

    The CEO of "Death Diving" · Paul Rigault, CEO of Døds Diving League

    Paul Rigault is the Co-Founder and CEO of the Døds Diving League, the competitive home of death diving, a freestyle aquatic sport where athletes launch off 33 to 43 foot towers, throw tricks in the air, and land for the biggest possible splash. What started as a 1970s pool subculture in Oslo is now a professional league pulling divers from over 30 countries, with a first full season on ESPN 2. I sat down with Paul to understand how you build a sport from scratch. We get into the music-festival production model, the athlete profile that blends traditional divers with skaters and parkour athletes, the host-city funding playbook, and the IP strategy that makes the whole thing look more like UFC than a dive meet. Paul also breaks down the organic distribution engine, the Monster Energy sponsorship base, and the 2027 collegiate tour that could put this on a hundred campuses. A clinic in turning culture into a category. Watch on Spotify, YouTube and Apple. → How a 1970s Oslo pool subculture became a 30-country professional league → Why they registered as a culture company instead of a sports company → The athlete profile pulled from diving, snowboarding, skate, surf, and parkour → The Monster Energy base and the first full season on ESPN 2 → 17 to 20 million organic views per event and why two-thirds come from athletes → Owning the trademark, the federation, and the rankings, and why the model resembles UFC → The host-city funding model and the 2027 US collegiate tour Substack: https://underthenumber.substack.com/ Spotify: https://open.spotify.com/show/4mj9Z1nJZabBH88AZr2lBp Apple: https://podcasts.apple.com/us/podcast/under-the-number/id1730764733 Check out Skybox: https://www.skyboxmedia.com #SportsBusiness #ActionSports #DeathDiving #SportsMedia #SportsEconomy #UnderTheNumber

    28 min
  3. How Experts Bet on Sports · DubClub Co-Founder & CEO Lewis Burik

    Jun 23

    How Experts Bet on Sports · DubClub Co-Founder & CEO Lewis Burik

    Lewis Burik is the co-founder and CEO of DubClub, a content marketplace that connects sports betting experts, known as cappers, with the millions of bettors who want to follow their picks. https://dubclub.win/ In his second appearance on Under the Number, and the first repeat guest in show history, Lewis breaks down how prediction markets like Kalshi and Polymarket have reshaped sports betting, why 97% of bettors lose over the long run, and how DubClub turns the rare 3% who win into seven-figure subscription businesses. → The emergence of prediction markets and why 85% of Kalshi and Polymarket volume is sports → Why sportsbooks limit and ban winning bettors, and how that pain point created DubClub → The capper spectrum, from UFC tape junkies to model builders to correlation and expected-value hunters → The three fundamentals of sustainable betting: price shopping, bankroll management, and tailing the right expert → DCTV, why video converts better than anything, and the road toward a DubClub network → Kevin Roth the weather capper, KBO, esports, and the niche markets that quietly print → The regulatory picture, Minnesota's Kalshi crackdown, and why DubClub sits insulated from it → Billy Walters, Phil Mickelson, and the discipline that separates long-term winners Check out Skybox: www.skyboxmedia.com Substack: www.underthenumber.substack.com YouTube: www.youtube.com/@underthenumberpod Spotify: https://open.spotify.com/show/4mj9Z1nJZabBH88AZr2lBp 🎧 Apple Podcasts: https://podcasts.apple.com/us/podcast/under-the-number/id1730764733 #SportsBetting #PredictionMarkets #DubClub #SportsBusiness #CreatorEconomy #Kalshi #Polymarket #UnderTheNumber #Skybox

    54 min
  4. Why Creators Will Own The Next Era of Live Sports · Creator Sports Network Co-Founder Barrick Prince

    Jun 16

    Why Creators Will Own The Next Era of Live Sports · Creator Sports Network Co-Founder Barrick Prince

    Barrick Prince is the Co-Founder of Creator Sports Network, a network of live digital content creators broadcasting live sports the way NBC, ABC, and Fox once built national reach through hundreds of local affiliate stations. A 20-year television veteran who was inside Twitch when COVID hit, Barrick breaks down the "Live Social Creator Window", a brand new category of broadcast rights his team legally defined and is currently the only company in the world licensing. On this episode of Under the Number, we cover: → Why creators are the new affiliate stations, and how that makes a TV network infinitely scalable without FCC geography → The Live Social Creator Window: inventing a broadcast rights category from scratch and writing it into league contracts → How CSN turns off-the-books young viewers into a brand new revenue line for leagues and rights holders → The Samsung activation that makes a YouTube stream look like you are watching on a Samsung TV → Why Mr. Beast, iShowSpeed, and xQc replaced Tom Cruise and Julia Roberts as the new superstars → Periscope, Justin.tv, and the timing that finally made IRL live streaming work → The 15-year-old math problem every league is quietly ignoring Get off the sidelines—subscribe to Under the Number on Substack: Watch on YouTube → https://youtu.be/6jU5WWHB9b0 Watch on Spotify → https://open.spotify.com/show/4mj9Z1nJZabBH88AZr2lBp Listen on Apple Podcasts → https://podcasts.apple.com/us/podcast/under-the-number/id1730764733 Check out Skybox → https://www.skyboxmedia.com/ #CreatorSportsNetwork #LiveStreaming #UnderTheNumber #SportsBusiness #CreatorEconomy

    37 min
  5. The Home for World-Class Sports & Adventure Experiences · Milky Way Park CEO Matthew Lloyd-Thomas

    Jun 9

    The Home for World-Class Sports & Adventure Experiences · Milky Way Park CEO Matthew Lloyd-Thomas

    Matthew Lloyd-Thomas led the acquisition of The Athletic at The New York Times. He helped turn the paper into the essential subscription bundle in the English-speaking world. He earned his first partnership by hanging with a founder's fittest guide on a brutal climb outside Barcelona. Now he is building Milky Way Park. I sat down with Matthew on site at his New York office to walk through the whole arc. We get into the model behind Milky Way Park, why authenticity in the field cannot be manufactured, and the third thing that defines a person's identity. Matthew also breaks down what he learned from the Sulzbergers about thinking in decades, why this is fundamentally a people business, his read on the offline economy as AI accelerates, and where he wants to take this next, from surfing to fly fishing. A clear-eyed look at building the home for the world's best sports and adventure experiences. Listen on Spotify and Apple. Read the full breakdown on Substack. Chapters:00:00 Milky Way Park in one sentence00:34 The essay that started it01:11 The Athletic deal at the New York Times02:26 Building the Times bundle04:22 What he learned at TCG and the third thing about identity07:49 Relentless curiosity and the firm's DNA09:02 Meeting Greg Mazlin and finding the right backers10:51 The Milky Way Park model12:34 Becoming a cyclist for life13:34 Earning his stripes with Peter Thomson17:20 Speaking to the avid athlete18:52 Leveling up with Alpenglow and Adrian Ballinger22:00 The five-year plan to Everest23:51 Backroads and thinking in decades25:27 Bike in Italy or Italy by bike26:54 Healthspan, longevity, and affinity groups28:02 A convergence of mega trends29:30 It is all about the people30:51 What is next: surfing, fly fishing, trail running33:30 Family-run businesses and keeping the soul36:23 Long-term stewardship and earning a founder's trust38:55 Rapid fire: scuba diving40:28 The one must-do bike climb41:23 The most awe-inspiring place he has seen42:14 Inside a top-tier trip Subscribe to Under the Number:→ Substack: https://underthenumber.substack.com/→ YouTube: https://www.youtube.com/@UndertheNumberPod → Spotify: https://open.spotify.com/show/4mj9Z1nJZabBH88AZr2lBp→ Apple Podcasts: https://podcasts.apple.com/us/podcast/under-the-number/id1730764733 #UnderTheNumber #SportsEconomy #SportsBusiness #MilkyWayPark #ThePresencePremium #ExperienceEconomy #AdventureTravel #Cycling #Climbing #ExperientialHospitality

    44 min
  6. Ultra-Premium Hospitality Built on Sport · Gary Spitalnik on Marquis Jet, Wheels Up & REAL SLX

    Jun 2

    Ultra-Premium Hospitality Built on Sport · Gary Spitalnik on Marquis Jet, Wheels Up & REAL SLX

    Gary Spitalnik has been to 26 consecutive Super Bowls. He co-wrote a song they still play at Madison Square Garden. He helped build Marquis Jet and Wheels Up, two brands that opened private aviation to a whole new market. Now he is building REAL. I sat down with Gary on site in New York to walk through the whole arc. We get into what the top of the market actually wants in 2026, why authenticity cannot be manufactured, and how REAL turns the Rao's and McSorley's popups at the Super Bowl, the Masters, and the Ryder Cup into a business. Gary also breaks down his read on AI and the rising premium on human intelligence, the Thrive Eternal bet on the San Francisco Giants, and the cross-country Amtrak saga that became one of his all-time stories. A masterclass in experiential hospitality from one of the best to ever do it. Listen on Spotify and Apple. Read the full breakdown on Substack. Chapters: 00:00 Why he has so many stories 00:36 On site in New York at REAL 01:05 The career arc, chapter by chapter 03:40 REAL as the culmination 06:50 The Rao's popup and a 130-year-old institution 11:07 McSorley's in Augusta and real authenticity 12:13 What a REAL build actually looks like 14:30 It is all about the people 14:57 What he learned from Jesse Itzler and Kenny Dichter 25:37 AI is here. The premium is on human intelligence26:35 Ari Emanuel, Mark Shapiro, and the MARI bet 27:50 26 Super Bowls and the ceiling on premium 28:48 The Wheels Up Super Saturday tailgate 30:43 What 25 years has changed about Super Bowl week 34:24 Marquis Jet, Wheels Up, and Real Jet 37:07 Thrive Eternal and the Giants 41:29 Advice for anyone starting a league or festival 44:17 Do not let them see you sweat 47:10 The Amtrak story 51:12 Build your life resume 51:39 The one event everyone should have on their list Subscribe to Under the Number: → Substack: https://underthenumber.substack.com/ → YouTube: https://youtu.be/6CFb_Fovzy0 → Spotify: https://open.spotify.com/episode/0i7avYEydRU3SataONB8C7?si=zgclKJ_QQKeiiyb0-h1AkA → Apple Podcasts: https://podcasts.apple.com/us/podcast/ultra-premium-hospitality-built-on-sport-gary-spitalnik/id1730764733?i=1000770792660 #UnderTheNumber #SportsBusiness #SportsHospitality #UnderTheNumber #REALSLX #ExperientialMarketing #PrivateAviation #SportsEconomy #TheMasters #SuperBowl

    54 min
  7. Why We Started Media Companies for the Sports Business Crowd · Sid Balaga & Suraj Peramanu | Under The Number X The 4th Quarter

    May 26

    Why We Started Media Companies for the Sports Business Crowd · Sid Balaga & Suraj Peramanu | Under The Number X The 4th Quarter

    Brent Peus joins Sid Balaga and Suraj Peramanu of The 4th Quarter at their studio in the Courtside VC office for a crossover conversation on building new media properties for the sports business crowd. The 4th Quarter (newsletter + newscast, backed by Courtside) and Under The Number (media property of Skybox) represent two complementary bets on what's next for sports business media. Recorded in New York City. The thesis: there are roughly 100 people in their 20s who are going to run the sports business industry, and they all know each other. This is a conversation between three of them about the opportunity for a new generation of operators. What's covered: → Why TBPN became the template for niche business media and what its acquisition signals → The "100 people" theory of who actually runs sports business → Why legacy sports media companies can't ship new products at startup speed → Substack vs. Beehiiv vs. building your own platform → Research grade vs. entertainment-driven content and how to balance both → The case for building in public and shipping imperfect product → Turpentine, Erik Torenberg, and the playbook for stacking niche shows into a network → Why the next wave of sports careers will come from builders and emerging leagues, not the traditional path → Shoutouts to Patrick O'Shaughnessy, Molly O'Shea, Market Bubble, and the broader new media ecosystem. Guests featured on Under The Number include the McCourty twins, Cooper Manning, Seth Wickersham (ESPN), Kyle Rudolph (NFL / Alltroo), CiCi Bellis (Pro tennis, Cartan Capital), Marques Colston (Champion), Jason Illian (Dude Perfect / Highmount Capital), Terrence Murphy (Synergy Sports Capital w/ Reggie Bush), Pete Wilson (Grass League), Ryan Girardot (Cerebro Sports), and Dylan Robbins (Lucra). Subscribe to Under The Number: → Substack: https://undertheumber.substack.com → Spotify: https://open.spotify.com/episode/33jZvtNEiXYo6tMgDwhHJx?si=1W4SlhodQCiywBqIf3ZIJw → Apple Podcasts: https://podcasts.apple.com/us/podcast/under-the-number/id1730764733?i=1000769663455 Subscribe to The 4th Quarter:→ https://www.thefourthquarter.co/ #SportsBusiness #NewMedia #SportsMedia #CreatorEconomy

    33 min
  8. "Mother Nature is the Main Character" · Natural Selection Tour CEO Carter Westfall on Brand Building

    May 19

    "Mother Nature is the Main Character" · Natural Selection Tour CEO Carter Westfall on Brand Building

    Get off the sidelines—subscribe to Under the Number on Substack: https://underthenumber.substack.com/ Carter Westfall is the Co-Founder and CEO of Natural Selection Tour (NST), the outdoor action sports platform he's building alongside snowboarding icon Travis Rice. Joined by guest co-host Matthew Jester (CNC Partners), Brent Peus unpacks how NST is counter-positioning against the X Games (now owned by MSP Sports Capital under CEO Jeremy Bloom), Shaun White's Snow League, and the World Surf League (Dirk Ziff) by building a brand-first platform rather than a league. Carter walks through his winding career from Wall Street to the Sacramento Kings, the NBA league office under David Stern and Adam Silver, the Beijing and London Olympics, and the PAC-12's China expansion with Joe Tsai, before partnering with Travis Rice to fill the void in elite, mountain-based snowboarding competition. → Why Mother Nature is the main character of the NST brand → The Teton Ridge / TWG Global comp and why NST is a platform, not a league → How Red Bull, Yeti (Matt Reintjes, Bill Neff), and GMC came on as anchor partners → The three-bucket business model: content, experiential, and commerce → Inside the events: Revelstoke, Jackson Hole, Queenstown, Micronesia, and a South Africa surf event on deck → The destination hospitality fund ($30-50M) targeting heli operations and boutique adventure lodges → Powder Mountain (Reed Hastings), Patience Capital Group in Myoko Japan, and Bald Face as the comp → The "Natty Selects" derivative brand and a surf-meets-Survivor episodic concept with Skydance/Paramount → $15M raised across convertibles and a Series Seed, Series A closing mid-June → Matthew Jester on cultural capital, Rick Hess's CAA-to-TPG track record, and why NST fits the thesisWatch on Spotify → Listen on Apple Podcasts → Check out Skybox → https://www.skyboxmedia.com#surf #ski #bike #actionsports #UnderTheNumber #SportsBusiness Watch on YouTube → https://youtu.be/BHthoUe-BvU Watch on Spotify → https://open.spotify.com/episode/4mtedvVZPoLeQJwT5WQMra?si=E_ersxSnQv6lQHHEQOXotg Listen on Apple Podcasts → https://podcasts.apple.com/us/podcast/mother-nature-is-the-main-character-natural-selection/id1730764733?i=1000768576107 Check out Skybox → https://www.skyboxmedia.com #surf #ski #bike #actionsports #UnderTheNumber #SportsBusiness

    1h 4m
See All (64)

Ratings & Reviews

5
out of 5
2 Ratings

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.

Information

  • Creator
    Brent Peus
  • Years Active
    2024 - 2026
  • Episodes
    64
  • Rating
    Explicit
  • Copyright
    © Brent Peus
  • Show Website
    Under The Number

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