From a College Project to the Heart of Sports Media: The Rise of Front Office Sports
In the bustling world of sports media, few stories capture the essence of innovation and perseverance as vividly as that of Front Office Sports (FOS). What began as a modest class project by Adam White during his freshman year at the University of Miami has blossomed into a powerhouse of sports media, culminating in the second annual Tuned In Conference in Times Square—a gathering so impactful, it felt like the “Geneva Convention of sports.” This is the story of how a digital-native startup became the go-to platform for high-stakes discussions and deal-making in the sports industry.
The journey began with White’s realization that his class project, initially created to land a job, had the potential to fill a gap in the market. He immersed himself in “informational interviews” that doubled as market research, uncovering a consistent demand for multiplatform content, strong social media presence, and compelling video. These insights laid the foundation for FOS, which quickly expanded beyond its humble beginnings.
The turning point came in 2018 when White’s strategic outreach on Twitter led to a life-changing connection with SC Holdings, a private equity firm. This serendipitous meeting not only secured the investment needed to scale FOS but also marked the start of a mutually beneficial partnership that would propel the company to new heights.
FOS’s meteoric rise is a testament to its adaptability and strategic foresight. Named one of Fast Company’s Most Innovative Companies in 2021 and AdWeek’s Hottest in Sports in 2022 and 2024, FOS has grown from a small team of 10 to over 60 full-time employees. This growth has enabled the company to experiment with innovative programming, particularly in live events.
At the heart of FOS’s success is its approach to events as “experiences” rather than just gatherings. From hard-hitting, news-driven events like the Tuned In Conference, where NBA Commissioner Adam Silver faced tough questions about the Kawhi Leonard money scandal, to content-focused events like Huddle in the Hamptons, FOS delivers premium, elevated environments that resonate on social media, streaming platforms, and in person.
The Tuned In Conference exemplifies this philosophy, drawing over 400 attendees and generating millions of cross-platform views. These events are not just about networking; they’re about creating lasting memories and fostering meaningful relationships that transcend the digital realm. As FOS continues to expand its event lineup, with seven more conferences planned for 2025 and more in 2026, it’s clear that the company is redefining what it means to be a media leader in the sports industry.
Adam White’s story is a powerful reminder that innovation often starts with a simple idea and grows through grit, adaptability, and a willingness to seize opportunities. As FOS continues to evolve, it serves as an inspiration for entrepreneurs and anyone looking to turn their passion into a movement. The conversations started at Tuned In may have ended, but their impact—and the future of Front Office Sports—is just beginning.
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