We caught up with the brilliant and insightful Jonathan Adelson a few weeks ago and have shared our conversation below.

Jonathan, thanks for taking the time to share your stories with us today When did you first know you wanted to pursue a creative/artistic path professionally?

I can pinpoint the exact moment I wanted to work in documentaries. I was in college, sitting in a small Michigan theater watching Searching for Sugar Man. It was the first time I had ever seen a doc on the big screen, and it felt like a revelation. The film didn’t just tell a story—it transported me into a world I never knew existed. I walked out knowing one thing: I wanted to do that.

I started my career in sports production at FOX Sports and HBO, learning the art of high-stakes editing and fast-paced storytelling. But to be a great producer, I knew I had to understand the business. I pivoted into brand partnerships at Endeavor, managing major deals across the NBA, NFL, and NCAA—which gave me experience working with clients, managing budgets, and selling ideas to large corporations. But my long-term creative dreams never went away.

Then the world shut down in 2020. For the first time in years, I had space to think. I realized I was ready to take everything I had learned—creative instincts, business strategy, the ability to craft and sell—and channel it into documentary filmmaking. But I wasn’t going to wait for an opportunity. I was going to create one. I spent nights researching untold stories, cutting sizzles, and reaching out to potential subjects. I took editing classes, attended local producer meetups, and watched every documentary I could find. My mantra became simple: Do one thing every day that gets you closer to your goal.

Ultimately, I realized I was living two lives—one where I fulfilled my day job, and one where I chased the career I actually wanted. I didn’t want to give 50% to both. It was time to bet on myself.

A week later, I quit my job. No safety net, no guarantees—just the belief that I had something worth pursuing.

Two months after that, the projects I had been developing turned into a three-project development deal and the launch of my own production company. That moment in the theater had sparked something in me, and now, I was finally turning it into a career.

Jonathan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m a documentary producer and the founder of Jonathan Adelson Productions, where I develop and produce unscripted projects that explore the intersection of sports, culture, and entertainment.

I bring a dual perspective to producing—a balance of storytelling instinct and strategic thinking. Coming from the world of sports media and business development, I understand how to move projects forward—negotiating, problem-solving, gaining access and relationships—while staying deeply hands-on in the creative process. My goal is to tell stories that are not only captivating, but also positioned for success.

Most recently, I executive produced United Crafts of America, a docuseries that explores the world of craft beer. Each episode is a portrait of one of the country’s most influential breweries—focusing on the people, their passions, and the communities they bring together—showing how craft beer is more than just a drink, it’s a reflection of American culture and connection.

I’m a self-starter, so I’m driven by the challenge of building projects from the ground up. I love the early conversations, the puzzle of development, the thrill of finding unseen footage, and the moment when things suddenly click into place. I gravitate toward collaborators who care deeply, work kindly, and share a need to seek out the emotional core that lies underneath the foundation of every story.

I feel incredibly lucky to do what I love, and I’m always looking for compelling, untold stories to bring to life.

We’d love to hear a story of resilience from your journey.

The first project I had developed followed college athletes navigating the uncharted NIL (Name, Image, and Likeness) landscape. It was a high-stakes moment in sports, and I knew that selling the project required more than just a great pitch—I needed real access.

So, I cold-called agents, messaged players on social media, and pitched myself with nothing but my vision and determination. I had no documentary credits to point to—just conviction that they could trust me to tell their story.

By the time I went to market, I had secured commitments from four of the biggest names in college sports and full access to a major SEC program. The project sold.

Then, the window closed. We had to begin filming before the season, and when that didn’t happen, the project unraveled.

It was a tough lesson, but I came to realize it was not a loss. I walked away with the certainty that I had built something from the ground up. I was able to meld all of my previous experiences to recruit talent, shape a story, and successfully pitch the package. I had proven to myself that I had the tools—now it was about understanding what went wrong and refining my approach.

That project didn’t happen, but the next one did. And that’s the docuseries I’m executive producing now.

Being a producer isn’t always about the projects you make—it’s about learning from the ones you don’t, sharpening your craft, expanding your worldview, and taking the hits without losing momentum.

Is there a particular goal or mission driving your creative journey?

I’m drawn to stories that explore how sports and culture intersect with the world around us—not just as entertainment, but as mirrors of society. The best documentaries don’t just tell us about history, they reveal how it intersects with where we are now and where we’re headed.

The projects I set out to focus on offer both nostalgia and discovery—films that make you feel like you’re uncovering something new while reconnecting with something familiar. Whether it’s revisiting a forgotten moment in history or exploring an untold side of a well-known figure, my goal is to deepen our understanding of the past while reframing how we see the present.

To me, the most compelling stories are the ones that show how seemingly small moments—a game, a decision, a movement—can redefine identity, shift perspectives, and shape culture. That’s the lens I bring to every project.

Contact Info:

• Website: www.jonathanadelson.com
• Instagram: @jonathanadelsonproductions

Image Credits
Loren Matthew