Recently I spoke with Keyonte Frager, a sports and entertainment industry brand manager based in Seattle, Washington. Emphasizing the importance of community and relationship-building, part of his focus involves conducting workshops and mentorship programs to empower others to find their place in the sports industry. Overcoming the challenges of not having a four-year degree or entrepreneurial role models growing up, Keyonte truly embraces an entrepreneurial mindset in seeing opportunities where others see adversity. His inspiring story shows us that self-belief and boldness can lead to great things. Mr. Frager speaks of the importance of falling in love with your own story to find fulfillment, the value of having the courage to build yourself a seat at the table, and the joy to be found in helping the people you’re in community with.
The Interview:
Background and Motivations
Griffin Connolly: Welcome, Mr. Frager. Let’s start with a little background. Tell me about yourself and what you do.
Keyonte Frager: My name’s Key Frager, and I’m a sports and entertainment industry brand manager. I’m from the Washington, D.C. area and grew up playing basketball. That was the dream—to go pro. But once the ball stopped bouncing, I had to figure out what I wanted to do next.
I sat out for a year, just trying to figure things out. I think every athlete hits that stage when they stop playing, where you get lost for a minute, trying to figure out the next steps. Initially, working for an NBA team was my goal. I figured, if I didn’t make it as a player, I still wanted to be in the industry somehow. I got the opportunity to work with the Washington Wizards back home in D.C. It was huge for me, but unfortunately, I was only there for two months before COVID shut everything down. When that happened, I knew I couldn’t wait around for the next opportunity. I’d worked so hard to get that role, to have it taken away so fast was tough. So, I decided to pivot.
I started thinking about how I could still work in the sports industry. I noticed a lot of athletes weren’t focusing on brand marketing. Even some of my favorite athletes. I wondered why they weren’t doing more off the court or off the field. That’s when I saw a lane for myself. Many agencies say they handle marketing for their athletes, but not all do it for every player. That’s where I saw an opportunity.
Within two weeks of deciding to make that shift, I reached out to an athlete named Darrell Taylor—he’s with the Chicago Bears now, but at the time, he was being drafted by the Seattle Seahawks. I messaged him on Instagram and suggested a few food spots he could partner with. And just like that, I got my first shot – pitching a smoothie company to him. He didn’t even know I was going to pitch it. I just made the call and made it happen. That ended up being his first deal as a pro athlete, and that’s how I got started.
Griffin Connolly: That’s a great story. The necessity to stay flexible is something that comes up often in my interviews. So, you had your sights set on working in sports, and when the NBA opportunity didn’t pan out, you pivoted to something different within the industry. What were your goals when you started your own venture?
Keyonte Frager: Honestly, I didn’t grow up seeing a lot of business owners around me, so starting my own thing wasn’t something I felt I even really knew how to do. But it was something I always wanted to do. I’ve always had that creative spirit, and I knew that I needed to have my own business so I could channel that creativity into something that was mine. I get bored easily, and I wanted to build something where I could constantly create and try new things. One of my biggest goals was creating opportunities for myself—and now, for others too.
The Importance of Community in Entrepreneurship
Griffin Connolly: I know community is a big focus for you. Can you talk a bit about how that sense of community ties into your entrepreneurial journey?
Keyonte Frager: Yeah, for sure. For me, it’s about amplifying people’s unique voices. I believe everyone has their own story, and a lot of people think you have to follow the traditional path—get your degree, finish school—but that’s not always the case. Everyone has their own story, and I think the goal is to figure out what your story is and where you want it to go. If you don’t like the direction your story is heading, you have the power to change that.
For me, amplifying voices means showing people that no matter what path you take, you can still create something of your own. You can create your own lane. Sometimes the job you’re waiting for isn’t just going to appear, so you have to create that opportunity yourself. That’s what happened to me. I built a seat at the table, and now I collaborate with people I just used to admire. I want to show others that they can do the same.
Griffin Connolly: That’s a great perspective. You’ve worked in places like New York, D.C., and L.A., which have very different entrepreneurial environments. Can you talk about how the sense of community differs in those places?
Keyonte Frager: The biggest difference for me was the pace. Growing up in D.C., I was used to a fast-paced environment. When I interned in L.A. with the Clippers, the Kings, and the UCLA marketing team, it was fast-paced too, so I adapted easily. But in Seattle, everything slowed down a bit. That worked to my advantage because nobody there was doing what I was doing. I created my own lane Seattle, figuring things out as I went. That’s what community means to me—finding your place, even if you have to build it from scratch.
Overcoming Challenges in Entrepreneurship
Griffin Connolly: You talked about adapting earlier. All entrepreneurs face challenges, especially at the beginning. Can you expand on some of the challenges you faced and how you overcame them?
Keyonte Frager: Yeah, for sure. One of the biggest challenges for me was not second-guessing myself. I had to make some tough decisions, like moving from D.C. to Seattle, which was a huge leap. I didn’t have any family there, but I knew I had to take that risk. But I knew if I could broaden my horizons and meet more people—especially in Seattle, where tech companies thrive—it could open doors. My mindset was, if I can get just one athlete or one brand to see what I’m trying to do, it’s going to work out. The key for me was being willing to take that opportunity, no matter how uncertain it felt. You don’t want to look back with regrets.
Breaking into the sports industry is notoriously tough, often requiring newcomers to start in low-paying sales roles. But there’s this other side to the business if you can pull it off – if you can communicate effectively, build relationships, and have the confidence to make difficult phone calls. Those are the things that not everyone can do. Those who can, will find a place in this industry.
Reflections on Things to do Differently
Griffin Connolly: Do you have any regrets or things you wish you could have approached differently in your journey?
Keyonte Frager: Honestly, I’m going to say no. I feel like everything I’ve gone through, every challenge I’ve faced, is part of my story. For a while, I wasn’t in love with my story. I didn’t finish a four-year university degree—I got my associate degree but didn’t go further. That made me feel like my story wasn’t exciting or impressive. But I had to learn to embrace it and understand that I can still create my own narrative.
Now, I’m in a space I had to build for myself. That’s something I’m proud of. One thing that would have benefited me is doing more internships. There’s so much value in what you learn in that environment. But even without that, everything has worked out. So no, I wouldn’t change anything.
Sometimes we try too hard to go back and change things. I’ve learned it’s better to flow with what happens. You can’t always control the journey, but you can trust it will lead you to where you’re meant to be.
The Most Fulfilling Aspect of Entrepreneurship
Griffin Connolly: You’ve built something from the ground up, essentially out of nothing. What would you say has been the most fulfilling aspect of your entrepreneurial journey?
Keyonte Frager: That’s a great question. One of the most fulfilling parts of my journey as an entrepreneur has been helping others break into my industry. I run virtual workshops and offer personal coaching sessions, focusing on empowering others to enter the sports industry. We engage in exercises encouraging them to think critically, take action, and believe in their potential. I want to show them that they don’t have to follow a conventional path or spend years in school to succeed; they can create their own opportunities. I’m proof of that.
Also, the relationships I’ve built throughout this journey have been invaluable. In the sports industry, trust is paramount, especially when working with athletes who may be earning millions. They need to believe in me and my vision, just as the CEOs of companies I collaborate with do. It’s incredibly rewarding to see that trust translate into real results.
But most of all, it’s about watching an idea come to life. It’s incredible to take something that popped into my head, write it down, present it to people, and then watch it become a reality. That’s what’s most fulfilling to me.
Emerging Trends in the Sports Industry
Griffin Connolly: I appreciate that perspective. Can you talk about the trends you’ve noticed in your industry compared to when you started?
Keyonte Frager: One of the biggest trends I’ve seen recently is the attention that’s given now to the tunnel outfits that athletes wear before a game. It’s become a major opportunity for brands to connect with athletes through fashion. Now, there are Instagram pages and social media platforms dedicated to showcasing what these athletes are wearing in these situations. It’s become a big part of the culture, and athletes are monetizing their social media through these looks. It’s a huge opportunity for brands to collaborate with athletes on a new level, using their fashion choices to engage fans.
Key Advice for Young Entrepreneurs
Griffin Connolly: I run a student launch club at school, which is for other like-minded students looking to develop their entrepreneurial mindset. If you could give us one piece of advice, what would it be?
Keyonte Frager: The biggest advice I’d give is in two parts. First, fall in love with your story. We all come from different backgrounds, and your story is going to mean something later—you’re the one navigating it, and you hold the pen. Embrace your journey because that will be the foundation of your success.
Second, think carefully about what you really want to do. What is it that truly makes you happy, even if it doesn’t make you the most money? Find that thing. It doesn’t matter if it sounds crazy. Nowadays, you can make money doing almost anything—you just have to present it in a way that makes sense to others.
For me, I love sports and helping others, and that’s where I found my purpose. I help athletes make more money, and in turn, I also make money. But it’s the passion that drives me, not just the financial side. So, figure out what you love, write it down, add it your story and go after it. If you love what you do, you’ll be able to push through the ups and downs and make it all worth it.
Griffin Connolly: Thank you so much for your time, Keyonte. This has been really insightful.
Keyonte Frager: Absolutely, man. Thanks for having me, and congrats to you. You’re on the right path. Keep interviewing, keep connecting.
Read my interview last month with Phoenix’s indomitable entrepreneurial community builder Kate Sieker, here.