We Build Teams.
We Tell Their Stories.
Starting LINup is a NIL-powered storytelling and strategy company that partners with universities, athletes, and brands to turn overlooked programs into national movements.
Founder
Storytellers
Operators
Together, we combine storytelling and strategy to transform NIL into a platform for athletes, universities, and brands.
Rick Wood
Rick Wood is a coach, NIL operator, and storyteller focused on shaping authentic team narratives, compliance systems, and university relationships for Starting LINup. With 15 years of football coaching experience and deep ties to athletic programs, he combines on-the-ground insight with operational rigor to build structures that empower athletes and strengthen schools.
Jon Croy
Jon Croy is an entrepreneur, author, fundraiser, and storyteller focused on driving Starting LINup’s creative vision, sponsorship strategy, and external partnerships. He brings experience building mission-driven ventures and raising capital to support innovative projects that elevate underdog athletes and connect brands with authentic stories.
How We Build Stories That Change the Game
Our Approach
We fuse NIL strategy, university partnerships, sponsor funding, and cinematic production to craft authentic, athlete-first stories that inspire fans, strengthen programs, and transform overlooked sports into cultural movements.
Athlete-First NIL Management
We design, fund, and manage NIL programs that empower athletes with fair and compliant opportunities while turning personal stories into platforms for growth.
Corporate Partnerships & NIL Fundraising
We connect brands, donors, and sponsors with athletes through structured NIL funds while delivering authentic storytelling, measurable impact, and activation opportunities that strengthen university programs.
University Partnerships & Compliance
We collaborate with athletic departments to align NIL, media, and compliance while building trust, protecting policies, and positioning universities as leaders in innovation.
