Foundations Athlete Agency

Why Foundations

The right
deal, for
the right
person.

We don't just find deals — we find the right ones. Every partnership we pursue on your behalf is one you'd be genuinely excited about. If you wouldn't use the product, we don't pitch you for it. That's the whole model.

Brands are finally learning what we already know: a passionate athlete who genuinely loves a brand moves product. An indifferent athlete with a big following does not. Authenticity isn't a nice-to-have anymore — it's the whole strategy.

A passionate athlete with 800 engaged followers is more valuable to the right brand than a star player with 80,000 passive ones. Specificity wins. Authenticity converts. Niche is the future of NIL.

$1B+

NIL market size and growing

96%

of college athletes are not D1

higher engagement in niche audiences

major agencies built for niche athletes

Excitement is the product

Brands don't want an athlete who'll post anything for a check. They want someone who is genuinely fired up about what they make. We match athletes to brands they actually love — and that energy is what makes campaigns work.

Your identity comes first

Before we ever talk to a brand on your behalf, we build out who you are off the field. Not a persona. Not a highlight reel. The actual person. That foundation is what makes every deal we close feel like it fits.

Personal, not transactional

We are not a marketplace. We are not a database. We build real relationships between real athletes and brands that share their values. Every deal is a match, not a placement.

Niche is not a weakness

Smaller, passionate communities outperform massive passive ones for brands that know what they're doing. Your audience is your advantage — you just need someone who knows how to use it.

The flagship product

Building the
Person Beyond
the Athlete.

A 6-week brand identity course with 4 live coaching calls. Built for niche athletes who want real brand deals — not a fake persona.

$197

One-time · Lifetime access · 4 live calls included

Enroll Now

Week 1

Call 1

Who are you when the game ends?

Identity stripping. Find out who you actually are before you try to build a brand around it.

Week 2

Your values and your voice.

What do you stand for? What does it sound like when you talk? Voice work and origin story.

Week 3

Call 2

Who are you talking to?

Audience definition and 3 content pillars. Identity becomes brand strategy.

Week 4

Build your presence — for real.

Profile optimization, first content in the world, building the habit of showing up.

Week 5

Call 3

NIL and how brand deals work.

Deal structures, pricing, brand outreach. How money actually moves in NIL.

Week 6

Call 4

What happens next.

Your brand one-pager, 30-day post-course plan, and the agency conversation.

Weeks of
guided content

Live 1-on-1 calls
with Victoria

Modules, all under
15 minutes

Brand one-pager
built for you

Enroll in the Course — $197 No upfront agency fee. No risk. Just the work.

The agency side

We find your
deals. You compete.

After the course, standout athletes are invited to sign with Foundations as agency clients. We pitch brands, negotiate deals, and close partnerships on your behalf. You pay nothing unless we make you money.

You complete the course

Your brand identity is locked in. We know exactly who you are and who you're talking to. That's what makes us effective when we pitch you to brands.

We build your one-pager

A professional brand document we send to every partner we approach: your story, your audience, your content pillars, your stats. This changes how brands respond.

We pitch, you approve

We approach brands on your behalf. Nothing gets signed without your approval. Authentic deals only — we pass on anything that doesn't feel genuinely right for you.

Deal closes, you get paid

Foundations takes 15–20% commission on every deal we close. You keep the rest. No monthly fees. No retainer. We only make money when you do.

15–20%

Commission on deals we close

No upfront fees. No retainer. We only make money when you do.

Deal type

Gifting

Deal type

Flat Fee

Deal type

Affiliate

Deal type

Ambassador

Roster — Building Now

Foundations is currently signing its founding class of athletes. We're looking for niche sport athletes who are ready to build something real beyond their sport. If that's you — start with the course.

Fencing Rowing Figure Skating Hockey Rugby Baseball Division III

Apply to the Roster

Brand Partners — Growing

Partner
coming soon

Founder

Who is behind this

Victoria
Laub

Founder, Foundations Athlete Agency

I built Foundations because I watched talented, interesting athletes graduate and disappear — not because they lacked skill or drive, but because nobody helped them build the person beyond the athlete. They were just a name on a roster. Then their sport ended, and so did their identity. That's not who they were. It's just who they were allowed to be.

I was a competitive figure skater at the highest level, then a D1 athlete at the University of Alabama — competing when NIL was just beginning to change everything for college athletes. I saw what was possible when you built your brand with intention. I used it to grow, to open doors, to create opportunities my sport alone never would have given me. Now I want to build that for others.

Smaller athletes — niche sports, D3 programs, the ones the big agencies overlook — have been ignored by every major player in this space. That's not an oversight. That's an opportunity. Foundations was built to fill it.

Identity first, brand second. We don't build brands on thin air. We find out who you actually are off the field before we ever pitch you to a brand.

Authentic deals only. We don't sign you to brands you'd never use. If you're not genuinely excited about it, we pass.

Built for the long game. Your brand outlasts your sport. That's the whole point.

Build the
person
beyond
the athlete.

The right
deal, for
the right
person.

Building the
Person Beyond
the Athlete.

We find your
deals. You compete.

Victoria
Laub

Ready to
build
something?

Build thepersonbeyondthe athlete.

The rightdeal, forthe rightperson.

Building thePerson Beyondthe Athlete.

We find yourdeals. You compete.

VictoriaLaub

Ready tobuildsomething?

Build the
person
beyond
the athlete.

The right
deal, for
the right
person.

Building the
Person Beyond
the Athlete.

We find your
deals. You compete.

Victoria
Laub

Ready to
build
something?