Every Goal Matters—Jason Sant’s Vision Scores Bigger Than Business

Every success has a backstory. And for Jason Sant, Partner and CEO of Team Up Athletics, it began with a cornucopia of passion for sports and entrepreneurship. Seasoned by years of experience, it’s clear this isn’t his first rodeo. As Jason stresses, “it was bound to happen!” He came from a sales background. The heartbeat behind it all was his four sports-loving sons and a supportive wife. The idea felt natural. He saw how sports unite communities and wanted to build something that could do the same. What started as a local success has grown into a nationwide network.

Today, Team Up Athletics helps franchise owners thrive in their own communities through a scalable brand model. The vision has evolved from a grassroots effort into a dynamic business. This US-based company now empowers franchisees, strengthens communities, and drives innovation in the sports dealership industry.

Leadership with a Vision

Jason considers visionary leadership beyond winning. It comes down to seeing connections others miss between business, people, and purpose. In sports, it means building a strong culture. In business, it involves growing responsibly. And in communities, it rests on showing up with authenticity and creating lasting impact.

Contributing Factors to Visionary Leadership

Jason’s leadership style is a product of everything he’s lived. An appropriate blend of entrepreneurship, competition, and connection. Growing up, he watched his father build and lead his own company. Jason learned the importance of having a vision, being tough, and being honest from his example. He considers himself fortunate to have had coaches and teammates around him during all the years he played sports. They showed what it means to be a leader who is disciplined, humble, and puts the team first. The lessons he learned early on about setting common goals and being responsible helped him learn how to lead with both empathy and precision.

A Brand That Bridges Locker Rooms and Boardrooms

To build a brand that resonates with both athletes and business leaders, Team Up Athletics goes beyond the game. Surface-level branding? Definitely not their forte. It builds from the inside out. Authenticity and peak performance are non-negotiable for athletes. Likewise, business leaders desire scalability and value alignment. Team Up Athletics has become a solution to both. How does it do it? As Jason emphasizes, “by grounding every product, partnership, and initiative in purpose.” Whether it’s a franchise model that rewards leadership or apparel that reflects identity, Team Up Athletics never fails to rise to the moment.

Balancing Innovation and Tradition, Authentically

The brand balances innovation and tradition by staying close to the people it serves. Coaches, athletes, and communities guide every decision they make. At Team Up Athletics, they honor the legacy of sport by listening first. They take time to understand what teams need, what traditions matter, and how they can deliver with excellence.

Jason shares that they work with a wide network of trusted uniform, apparel, and equipment vendors to give teams access to reliable, high-quality products. At the same time, they have built their own line of uniforms and athletic wear. The goal is to combine standout design, premium quality, and fair pricing.

This approach helps them innovate with confidence. The best part is that every move is made without compromising the spirit of authenticity. The brand keeps pushing forward, and it shows. They might be introducing ethically made apparel or building scalable franchise systems. Regardless, they never lose sight of what makes this industry special.

The Power of Collective Wisdom

For Jason, pinning down just one challenge that shaped his strategic thinking is impossible. Of course, each one has contributed to the mosaic. Yet, one thing he has learned as CEO is worth mentioning. In his words, “I am not the smartest person in the room, I don’t need to be.”

Strategic thinking, he insists, isn’t a solo act; it’s a team sport. Over the years, Jason has deliberately surrounded himself with the best and brightest. This includes his brother and business partner, Damon, whom he calls one of the most insightful leaders he knows. They’ve also been fortunate to collaborate with incredible consultants who consistently challenge their thinking and fuel their growth.

Crucially, at Team Up Athletics, no big decision is made in a vacuum. Their franchisees are a vital part of the process. Their direct feedback, perspective, and lived experience guide everything from operational systems to brand strategy. This collaborative approach has defined Jason’s leadership style. The one marked by humility, curiosity, and a deep respect for collective wisdom.

Boosting Performance Through Trust

Different companies follow different types of performance metrics. But one thing that is common everywhere is the pursuit of excellence.

Within Team Up Athletics teams, they foster a culture of empowerment and performance by leading with clarity and rewarding with intention. Every team member knows the “why” behind their position. A business cannot flourish if employees aren’t granted the autonomy to own their results. Hence, they have designed performance plans that motivate, not micromanage. As Jason firmly believes, “Empowerment comes from trust, and performance comes from alignment.”

Milestones that Stand Out

Upon being asked what he is proud of, Jason points out that he is proud of building a brand that people truly believe in. For him, the biggest win is seeing franchisees feel a sense of ownership and pride. Watching Team Up Athletics grow its national presence in schools, clubs, cities, and companies has been deeply rewarding. He’s also gratified by how the apparel line grew from nothing. Each milestone tells the story of consistency and a team that never stopped believing in the mission.

Work-life Balance with Intention

To him, work-life integration is a playbook in motion. Some days are smooth, others not so much. However, one thing remains constant in this flow. Every week has structure and intention. At its core is his family. Jason is thankful for his wife, whose vision and encouragement keep him centered. Similarly, his thankfulness goes out to his brother Damon, who’s both his business partner and best teammate. Family and faith are his foundation. He guards that space, however quickly the company moves. For him, guiding a mission-centered company requires endurance. And that energy starts with knowing who he is. It is about recognizing when to delegate, when to renew, and when to rely on those around him. Achievement at Team Up Athletics is not merely about growth. It’s about building a life that reflects shared values, both at home and in the business.

Staying Ahead with Heart and Hustle

This industry leader believes innovation happens through collaboration. Team Up Athletics surrounds itself with partners who live and breathe creativity in uniforms and apparel. These collaborators push concepts, push boundaries, and influence new potential in design and performance. But it’s not all about following trends. The brand is creating them as well, particularly through its franchise model. They’re creating repeatable systems and experiences that address evolving needs of athletes, communities, and entrepreneurs. Along the way, core values are the guiding compass. Trends may come and go, but purpose, quality, and empowerment stay constant.

Mentorship and Collaboration in Business Leadership

Jason is one of the “Top 10 Visionary CEOs Shaping the Future of Business in 2025.” Out of many other factors, the two most influential are mentorship and collaboration. They have outlined Jason’s leadership path. He is grateful to have learned from mentors such as Dan Steward, whose wisdom informed pivotal choices, and from his mom, Paula Peterson, whose strength inspires him still. At the heart of it all is his brother Damon. He is a veritable genius and a straight arrow who challenges and refines strategy with unmatched integrity. Together, they’ve built a culture where collaboration is more than corporate jargon. It is a way of working and living. They consult franchisees and experts, seeking people who push them to think bigger. As Jason believes, no great brand is built alone. Team Up Athletics proves what’s possible when you build with others, not just for them.

Advising The Future Entrepreneurs

To aspiring entrepreneurs in the sports and lifestyle sector, Jason shares some invaluable wisdom nuggets. Perspicuity that came from being on the field. He urges these aspirants, “Start with purpose, then scale with systems.” To be in the business for long, knowing one’s audience is a must. Products or services should be built for a positive impact. Jason asks them to hold firm to their values. The sports and lifestyle industry is crowded. So, clarity and consistency are the two pillars to rely on when aiming to stand apart.

The Legacy That Lives Beyond Business

Jason hopes to leave a legacy grounded in honesty, integrity, faith, and love. He wants Team Up Athletics to be remembered as a respected brand. At the same time, he wants the company to be the one that people truly love. He envisions a felicific company built on caring, sharing, and honoring others. The mission has always been bigger than business. It’s about purpose. The drive to empower franchisees, uplift athletes, and support communities nationwide. He feels blessed to lead a team that believes in doing things the right way. Together, they’ve built something that will endure. Jason’s goal is to leave behind a brand that reflects the best of who they are, i.e., loving in spirit, strong in values, and committed to doing good while doing well.