The Business of Creativity, a Whalar Group company, has launched a seven-week course designed to help athletes develop personal brands beyond their playing careers. The program, titled “Beyond Your Limits,” marks a collaboration with Greg Hoffman, who served as Nike’s Chief Marketing Officer and spent 27 years at the company.

The self-paced online program features video content from Hoffman, downloadable exercises, and practical tools. The curriculum covers brand building, storytelling techniques, creating brand identity, team assembly, and personal brand monetization strategies.

According to the official Whalar press release, athletes increasingly generate revenue through off-field activities. Several years ago, the world’s top 100 athletes earned $1.7 billion in endorsements, with nearly 60% of the top 10’s income coming from ventures outside their sport.

“Today’s athletes are more than competitors, they’re cultural leaders,” Hoffman said in a statement. “This course is about helping them move from reacting to opportunities to creating them.”

Whalar Group’s Expansion

The course launch follows Whalar Group’s $20 million acquisition of The Business of Creativity in May 2025. The Business of Creativity, founded in 2022 by advertising executive Sir John Hegarty, Ben Lee, and Immy Groome, offers digital courses, executive consulting, and global events focused on creativity as a key factor in business performance.

Whalar Group operates six divisions across the creator economy and reports distributing more than $300 million to content creators since 2016. The New York-based firm raised capital at a $400 million valuation from investors, including Salesforce CEO Marc Benioff, producer Neal H. Moritz, and Shopify.

“Athletes are brands, whether they embrace it or not,” said Ben Lee, CEO and co-founder of The Business of Creativity. “Beyond Your Limits helps them think creatively, act strategically, and step into their influence with clarity and confidence.”

Enrollment opens at beyondyourlimitscourse.com, with access available to individual athletes, college teams, and professional clubs worldwide.