From Field to Founder: How Colorado Athletes Are Building the Next Generation of Startups. Former pros from the Broncos, Buffs and beyond are finding new purpose (and profit) in the state’s booming business scene
Colorado sports fans know the thrill of game day, the roar of the crowd, the heartbreak of a last-second loss. But what happens when the final whistle blows for good? Increasingly, Colorado’s top athletes are trading cleats for cap tables, shifting from sideline legends to startup founders. And whether it’s artificial intelligence, fitness platforms, or media ventures, they’re making waves in the business world, while still tapping into the energy of the fans who cheered them on. And with ongoing bet365 promos giving fans more ways to stay engaged beyond the game, the ecosystem of sports, tech and fan loyalty continues to evolve.
From Pro Stadiums to Pitch Meetings
There’s something about Colorado that seems to breed not just athletes, but leaders. Maybe it’s the altitude, maybe it’s the grind of four-season training. Either way, once their playing days end, many Colorado pros aren’t slowing down. They’re recalibrating.
Take Jeremy Bloom. You might remember him blazing down snowy slopes in the Winter Olympics or catching passes as a CU Buff. Now? He’s the co-founder of Owl AI, a Boulder-based company using machine learning to evaluate talent and performance in sports and beyond. The company just secured $11 million in funding to change how scouts, coaches and even referees make decisions. Owl AI launches with $11 million to judge sports judges. Talent evaluators dive into how Bloom’s second act could completely reshape the industry.
He’s not alone, either. Former Broncos like Emmanuel Sanders and DeMarcus Ware have dipped into fitness tech and real estate, while Avalanche alumni are quietly backing wellness startups and production companies. Many of them say the same thing: business, like sports, is about vision, discipline and surrounding yourself with the right team.
And yes, that competitive edge doesn’t fade overnight.
Colorado’s Startup Scene Is the Perfect Fit
Denver and Boulder have quietly become magnets for sports-adjacent startups. It’s not just about tech; it’s about timing, too. The rise of mobile-first platforms, personalized fan engagement and real-time analytics has created a space where former players have both insight and influence.
Colorado emerges as a leader in mobile‑first sports technology, and the state’s startup ecosystem is uniquely positioned for this moment. With access to top research universities, investor networks and a fanbase that’s unusually tech-savvy, Colorado has become a launchpad for innovation.
It also helps that these athletes bring built-in credibility. They’re not just pitching a product; they’ve lived it. From wearable recovery devices to data visualization tools for coaches, their products often reflect real gaps they experienced firsthand on the field. And now, they’re filling those gaps with smart, scalable solutions.
Both investors and fans are taking notice of this synergy. And yes, even from sports betting platforms.
Fame Helps… But Only If You Hustle
Name recognition might open doors, but it doesn’t keep the lights on. Most former athletes will tell you that startup life is its own beast. Long hours, product pivots, constant feedback loops. It’s not unlike training camp, just with more coffee and less turf burn.
There’s also the shift in identity. Going from “the guy who scored the winning touchdown” to “the founder no one’s heard of (yet)” can be humbling. But for many, it’s also liberating.
“I had to learn fast,” said one former Rockies pitcher turned biotech entrepreneur, speaking at a Boulder tech meetup earlier this year. “In baseball, you have a role. In startups, you have to wear ten hats and be okay getting nine of them wrong.”
That learning curve often leads athletes to seek out co-founders with strong technical or operational backgrounds. The best teams, just like in sports, balance out each other’s strengths. And when it works, it’s electric.
Fans Are Following And Investing
There’s an emotional connection that doesn’t disappear after retirement. Fans still want to support their heroes, and increasingly, that means investing in their ventures. Whether it’s crowdfunding a new performance drink or subscribing to a podcast network launched by former Nuggets players, people are showing up with their wallets, not just their applause.
It helps that these companies don’t feel like hollow cash-ins. Many are driven by real problems: safer helmets, smarter coaching tools, mental health platforms for youth athletes. They’re mission-driven, but commercially viable, a balance that’s tough to pull off, but not impossible.
That emotional equity gives these founders an edge. And as long as they pair passion with business sense, they’re poised to succeed.
What It Means for the Future of Sports Business
Here’s what’s most exciting: we’re only seeing the beginning. As NIL (name, image and likeness) rights expand at the college level and young athletes become more business-savvy from day one, the path from pro to founder will only grow more common.
Colorado, with its unique mix of athletic culture and startup momentum, is shaping up to be a blueprint. The next sports-tech unicorn might not come out of Silicon Valley or New York; it might come from a former Buff who saw a gap, took a shot and built something great.
So next time you’re watching a game, take a second look at that player on the sideline. They might just be drafting their pitch deck between plays.