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How Alan Arlt Built a Business NBA Players Would Love
Andres Sanchez
June 30, 2025 • Estimated Reading Time: 3 minutes
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Meet Alan Arlt
From Pickup Games to a National League—How Ultimate Hoops Was Born
This week on Beyond The Wealth, I sat down with Alan Arlt, the founder of Ultimate Hoops, a recreational basketball league that makes everyday players feel like pros. Alan took a bad rec league experience and turned it into a game-changing sports business, scaling it nationwide before selling it to Lifetime Fitness—without ever planning an exit strategy.
Now, he’s using that same approach through his sports consulting company, helping founders and sports organizations create standout experiences in an industry that’s ripe for disruption.
How Alan Got His Start
Alan didn’t grow up dreaming about the business side of sports. He just loved to play. A pickup league with no stats and no real “feel” left him wondering: why can’t rec players feel like pros?
His answer: Ultimate Hoops—a league where you get post-game interviews, full stats, highlight reels, and even national tournaments.
“I didn’t think about an exit. I just asked—how can we make players feel like NBA stars?”
The Secret: Product Over Exit
Alan didn’t build Ultimate Hoops with an acquisition in mind. He built it by obsessing over one thing: product.
Every week he asked:
How do we make it better?
How do we add another layer?
How do we turn a one-hour game into a seven-day experience?
That mindset led to Lifetime acquiring Ultimate Hoops just over a year in—a perfect synergy with their premium gyms and top-tier courts.
Why the Sports Industry Needs Disruption
Through Arlt Consulting, Alan now helps other sports businesses level up by:
✅ Bringing AI and tech to modernize outdated systems
✅ Turning casual players into loyal customers through better experiences
✅ Helping former athletes build sports ventures that actually scale
“The tools are here—AI, data, better community experiences. But most sports orgs aren’t using them yet.”
Advice for Young Founders
Alan’s advice? Work for a big company first. Learn how to market, build relationships, and run a real P&L. Then, when the moment comes, you’ll know what to do.
And when you do build? Focus on the product first. Make something so good it markets itself.
“If you’re not different, you’re dead. Find your ‘magic moment.’”
Want to Build a Sports Brand?
Alan works with startups, sports tech founders, leagues, and athlete-driven ventures. From idea to scale, he’s helping turn stale systems into experiences fans love.
Connect with Alan: X
Get advice or pitch your project: ArltConsulting.com
– Andres Sanchez
Beyond The Wealth
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