Alright – so today we’ve got the honor of introducing you to Daniel Robbins. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Daniel, thanks for joining us today. Talk to us about building your team? What was it like? What were some of the key challenges and what was your process like?

When I first started in athlete representation in 2019 I was part of a larger team but was the only one representing athletes. The other team members were part of the larger agency – Loud And Live. They helped on the event side of the business, and in other ventures. When I left Loud And Live in 2022 with my business partner, Matt O’Keefe he went to become the CEO of HWPO Training and I ran the athlete representation business virtually solo. I did all of the accounting, emails, out reach, phone calls, contract negotiations and review, etc. To be honest, it was very difficult but also rewarding. I knew everything like the back of my hand and was responsible for everything.

January 1st, 2023 we merged with LAB Management, which is the agency I co-own today. Instantly I had a larger team, which is comprised now of a handful of business partners, and employees. In addition to athlete representation we do digital marketing for companies. It has been great to be part of a larger team and to have people help grow the business with. At times it is hard delegating, or stepping out of the “weeds” on things because I had to be so involved in everything for so long out of necessity. However, that was not a sustainable model for growth and scaling the agency. We have an amazing team, that we empower and don’t micro manage. I have been micro managed before and never want to do that to someone.

All of our employees have come from personal connections, or recommendations. We have never really posted a job description or interviewed anyone. We are small and nimble and want people we know, trust and typically that means people we have worked with in some capacity – for example someone who worked for a company we have done business with. The only exception to that is we have taken on people who started essentially as interns and grown into a larger role – which is exactly how I got my start.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I played football in college and then worked for the CAL Football program in College and then the Michigan football program in Grad School. I thought I wanted to be a football coach but while working those jobs made friends with some of the Grad Assistants and saw the hours they worked, what they were paid and the lifestyle they lived and knew that was not for me. I then shifted focus and thought being an agent would be a cool job.

When I stopped playing football I got into CrossFit as a competitive outlet -which is fairly common for people to do. I still wanted to be an agent but was having trouble finding internships or knowing what to do next aside from thinking I may need to go to Law School or get my Masters Degree. I was doing homework one night in my college apartment in Berkeley and was passively watching YouTube videos on CrossFit. In one of the videos there was a caption introducing one of people in the video. His name was Matt O’Keefe, and it said “Mat Fraser’s Agent”. I light bulb went off for me, and I thought to myself “could I marry together two things I was excited and passionate about?” I also did not realize CrossFit athletes had or needed agents.

That night I looked up Matt O’Keefe on Instagram and found his email and sent him an email. This was December 2017. I finally got him on the phone in June of 2018 and he told me he usually has an intern at the CrossFit Games in August. I was already planning on going with friends and had everything booked so told him – I was in. About a week later I found out I got into the University of Michigan for Grad School so I cancelled my flight and come early August I drove from California to Madison, WI with my parents. I interned for a week at the Games and then the Monday after drove to Ann Arbor to start work with the Football Team and my Grad Program.

While there, I interned again for Matt in Miami for an event called Wodapalooza where I met the larger team and some of my future closest friends. I graduated from Grad School in May of 2019 and moved to Miami to start my new job at Loud And Live Sports. I progressed quickly (mostly through trial by fire) and after a handful of months, was given the job to represent all of our athletes. A job I was most certainly not qualified for – but was eager and knew I would figure it out and do WHATEVER it took. I still remember Matt calling me into his office and said “I am giving this job to you. Don’t f*** this up.” in a half joking half serious tone.

I worked at Loud And Live from May 2019-March 2022 when myself and my mentor Matt left to start our own agency and for him to become the CEO of another company. I continued to operate and grow the agency until January 2023 when we merged with LAB Management which I co-own today.

LAB represents athletes in CrossFit, baseball, golf, Olympic sports and general fitness. We do all of their off field endorsement deals and also help to grow their brand. We also have a marketing side of the agency where we help companies with digital marketing. In 2025 we want to continue to grow the marketing side of the agency as well as push more into traditional sports.

How’d you build such a strong reputation within your market?

Early on, I was an intern and was the guy who hustled for everything, never said no, just wanted to learn, etc. Many of my clients now, first met me then and I think I earned their respect by the way I worked and how I tried to carry myself. From there I was able to grow myself and add clients based on the same principles of hard work. I think I am an example of just continuing to show up, learn and not be too big for any task. That determination can take you a long way.

Do you have any insights you can share related to maintaining high team morale?

I really think it’s as simple as treating others how you would like to be treated. I have been in our employees position (or even lower – intern). I remember how I felt when I was treated a well, trusted, empowered, etc vs being talked down to, micromanaged, etc. I try and be mindful of that in any conversation I have with our team.

Additionally, making them feel important and valued. Being transparent and laying out paths for growth, and increased pay. Truly we would not be where we are at today without our team and making sure they know that and feel that is important.

Contact Info:

• Website: https://lab-mgmt.com
• Instagram: labmgmt
• Linkedin: Daniel Robbins
• Other: Personal Instagram: drobbins95

Image Credits

Justin Tamane