He Built a $20M Brand Without a Media Background
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
Adam White built Front Office Sports from a college dorm room project into a $20M media company without any traditional media background. (00:42) Starting as informational interviews published on a basic Wix site at age 19, he systematically grew the brand through strategic partnerships, authentic relationship building, and what he calls "soft touchpoints" that lead to major opportunities. (00:25) The company now generates revenue across multiple streams including newsletters (800K subscribers), social media (2M followers), events, and branded content, culminating in an official NFL content partnership that validates their position as the leading business of sports publisher globally.
- Core theme: Strategic relationship building and intentional brand development can outperform traditional media industry experience when executed with authenticity and long-term thinking
Speakers
Adam White
Founder and CEO of Front Office Sports, which he built from a college project at University of Miami into a $20M media company. White studied sports administration and launched the business at age 19 with no prior media experience, growing it to 70+ employees with partnerships including the NFL, and recognition as one of Inc. 5000's fastest-growing companies in both 2023 and 2025.
Harry Morton
Founder of Lower Street, a podcast production company helping brands launch and grow top-tier podcasts. Morton hosts the Moneywise podcast for Hampton's private community of high-net-worth founders and co-parents a cow named Eliza.
Key Takeaways
Build Relationships Before You Need Them
Adam emphasizes the importance of cultivating authentic relationships without immediate transactional goals. (28:58) He practices what he calls "soft touchpoints" - sending screenshots of partners' ads, sharing interesting articles, or simply checking in without asking for anything. This approach led to his meeting with Jeff Zucker through a casual LinkedIn message to a Wall Street Journal editor, which eventually resulted in major investment. (27:37) The key is being a "fountain, not a drain" in relationships and starting conversations when there's no pressure or immediate need.
Brand Aura Determines Long-term Success
White believes brand perception and "aura" are critical differentiators, especially in media where you're selling trust rather than physical products. (08:03) He credits the name "Front Office Sports" over his original idea "Executive Report" as crucial to the company's scalability and funding potential. (06:21) Building brand credibility through strategic partnerships and associations - like Anheuser Busch sponsorship or NFL partnerships - creates validation that attracts both customers and investors who want to be associated with that perceived quality and status.
Prioritize True Partners Over Passive Investors
Rather than seeking the highest valuation, Adam deliberately chose investors who would be active strategic partners. (13:45) He gave up 51% of his company early to ST Holdings because they offered true partnership rather than just capital. (20:01) When Crane Capital proved to be "buyers, not investors," he proactively bought them out to bring in media veteran Jeff Zucker, who provided industry credibility and operational expertise that passive investors couldn't offer.
Diversify Revenue Streams for Sustainable Growth
Front Office Sports evolved from 80-90% newsletter revenue to a diversified model: 30% newsletters, 30% social, 20% events, with custom content and other streams filling the remainder. (17:50) This diversification happened as they positioned themselves as an enterprise news organization targeting major brands seeking "360-degree opportunities" across multiple platforms. (17:11) The NFL partnership exemplifies this strategy - it's not just content, but access to IP, marks, and commercial opportunities that reduce sales friction with advertisers.
Execute Market Research Through Direct Engagement
Adam's 110 informational interviews in his first year weren't just networking - they were systematic market research that revealed audience needs and industry gaps. (05:19) This approach helped him understand what content resonated before building the business model. (09:42) He continued this philosophy by breaking real news stories and hiring reporters who reached out organically, proving that direct engagement with industry insiders provides more valuable insights than traditional market research methods.
Statistics & Facts
- Front Office Sports grew from $0 revenue in 2014 to projected $20M in 2024, with margins ranging from 85-95% on pure media, 60-70% on custom content, and 30-50% on events depending on maturity. (02:51)
- The company now has 750,000-800,000 newsletter subscribers and nearly 2 million cross-platform social media followers, with significant growth occurring during COVID when sports content shifted to off-field coverage. (14:23)
- Adam gave up 51% of his company for a $750,000 investment in 2018 when the business had essentially no revenue, demonstrating his priority on finding strategic partners over maximizing valuation. (12:35)
