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Today’s Case

Mizzou running back Cody Schrader signs NIL deal with local CrossFit gym

While CrossFit is not an NCAA sanctioned sport, its effects can be felt throughout college athletics - and with college athletes.

Derek Kent, who owns CrossFit Verus in Columbia, Missouri, met Mizzou running back Cody Schrader at a Special Olympics fundraiser and found out they had a Truman State University connection: Kent played football there 20+ years ago and Schrader transferred to Mizzou from Truman State.

Kent saw the talent and character in Schrader and wanted to sign a NIL deal with him so he could represent some of Kent’s business ventures. Besides his CrossFit affiliate, Schrader signed on with Kent to represent two of his franchises; a Smoothie King and a Jersey Mike’s.

Kent and Schrader are collaborating to the message out about CrossFit and fitness to the younger crowd.

The Verdict

• The gym/fitness NIL deal is something we should see more of

  • Although athletes mainly train with their team/athletic department strength and conditioning staff, there are numerous athletes who have private coaches from their high school days that they continue to work with.

    • Therefore, I could see more athletes leveraging their NIL to offer strength and conditioning sessions, partner with a gym for memberships and coaching, etc.

• Partnering with Kent is helping Schrader with multiple levels of NIL

  • As noted, Kent also owns/operates a Jersey Mike’s sandwich shop and a Smoothie King. Schrader working with Kent to do NIL deals for these businesses is a win-win for both sides.

  • While this might not be feasible for most NIL deals, it’s worth it for student-athletes to ask business owners about other ventures they are involved in for additional partnerships.

• Benefits could last post-college for Schrader

  • Seeing that Schrader is a graduate student, capitalizing on his NIL in his last year of eligibility is setting himself up nicely for local partnerships for the foreseeable future.

  • For CrossFit specifically, Schrader can have a lasting impact on the members at CrossFit Verus well beyond his playing days.

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