Small Business Spotlight: Athletic Resource

Who: Jeff Hoffman, @AthResource

What: A service that guides high school athletes through the college recruiting process

When: 2011

Where: Charleston, South Carolina

How: Athletic Resource founder Jeff Hoffman spent 22 years scouting and coaching at the high school and professional level, before he decided to work with student-athletes off the field. Hoffman summarizes his current role as “working with the families of student-athletes to help navigate the college recruitment process, and uncover opportunities to help them live out their dream of playing sports in college.”

When it comes to recruitment, “you only have one opportunity to make a first impression,” says Hoffman. To this end, he helps athletes build comprehensive profiles, produce highlight films, organize transcripts and letters of recommendation, and put together a package that represents what the student could bring to a college team.

Biggest challenge: Hoffman says that the biggest challenge is educating the athlete’s family about how the process works: “The internet is a huge tool in building exposure for the athlete. They need to understand that Facebook and Twitter can damage opportunities.”

One moment in time: “We worked with a girl who is financially disadvantaged – a great student and a good tennis player. She sent us a handwritten card that said, ‘If I didn’t receive your help, I wouldn’t be going to college. Thank you for letting me live my dream,’” says Hoffman, reminiscing about his proudest moment.

Best business advice: Hoffman says that the most helpful piece of advice he received is to learn how to speak about his business. “We work with high school athletes to get them recruited,” says Hoffman, “but what we actually do is we help them live out their dreams.”

Most influential book: Hoffman cites John C. Maxwell’s “Talent Is Never Enough” as having a great impact on him with regard to its treatment of the importance of goal-setting and hard work.

Quote from the owner: “Good things come to those who wait, while great things come to those who go and get them. You can’t sit idly by the sidelines and wait for recruiters … It’s a big country, and there are a lot of good opportunities to get a good education.”
 

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