What we do
We do not sell services à la carte to whoever calls. We build a single twelve-month plan for a small number of athletes and execute all of it ourselves.
01 · NIL Advisory
A first NIL offer usually arrives as a direct message and a one-page agreement, and it usually has problems: pay tied to performance, a perpetual content license, no termination clause, no disclosure language, and school marks all over the creative brief. Any one of those can cost an athlete their eligibility.
We read every agreement line by line, rewrite what needs rewriting, benchmark the rate against what comparable athletes are actually being paid, and prepare the full NCHSAA certification and disclosure package. Then we walk the family through it in plain English until they can explain the deal back to us.
02 · Recruiting & Exposure
Recruiting services sell volume: blast emails, generic profiles, a subscription. College coaches ignore all of it. What actually moves a recruitment is a clean piece of film, honest testing numbers, and a credible person telling a position coach that this athlete is worth the flight.
We build the film, set the target list against a realistic evaluation of where the athlete projects, plan the camp and combine calendar around the windows that matter, and prepare the family for visits — including the questions almost nobody thinks to ask about playing time, degree paths and revenue sharing.
03 · Brand Building
Start here, because everything else follows from it. The athlete is the brand. Not in a cynical way — in the plain legal and commercial sense. A name, a face, a signature and a reputation are property. They get licensed, printed, endorsed, infringed, diluted and sold in commerce, and every one of those words is a legal term with money attached to it. Jerseys change. Schools change. Coaching staffs change. The one asset that follows an athlete from ninth grade through a professional career is his own name.
Most families never hear it put that way. They hear that their son is a good football player who might get some deals. What is actually happening is that a business is being built, in public, by a sixteen-year-old, whether anybody is managing it or not. Every post is inventory. Every interview is positioning. The account is not a scrapbook — it is a storefront, and it is already open.
Which is why brands do not sign potential. They sign something a marketing team can use on Monday without doing any work: a name they can license, a mark they can print, a media kit with real numbers in it, and an athlete whose feed already looks like a partner rather than a highlight account.
We build that before we take anyone to market — identity and wordmark, partnership one-sheet, content system, and a trademark filing on the athlete’s own name so the value stays with the person who created it instead of leaking to whoever registered it first. Jaxon’s name is the subject of a pending U.S. trademark application for exactly this reason. Own the name early and everything built on top of it belongs to you. Leave it unprotected and somebody else can own a piece of who you are.
We put the athlete's name on paper before anyone else can. A five-figure local deal is nice. Owning the name is what pays for the next twenty years.
04 · Performance Training
None of the rest of it matters if the athlete cannot play. Training is where Dollar Performance started, and it is led by Cameron Dollar — a four-year Division I receiver at Charlotte who ranks seventh all-time in career receiving yards in program history, now working as a football trainer and nutrition coach.
Position-specific skill work, speed and explosiveness, strength programming, and nutrition coaching that accounts for a teenager who is still growing. Built around the school season and the camp calendar, not against them. Cameron still trains alongside Chazz Surratt, the Seattle Seahawks linebacker and Super Bowl LX champion who was his quarterback and teammate at East Lincoln High School.
Including the planned Dollar Performance facility and outdoor turf field.
The layer underneath all four · Legal & Financial
This is the part of high school NIL almost nobody explains to families. In North Carolina a minor is anyone under eighteen, and a minor’s contracts are voidable at the minor’s own election — he can disaffirm them during minority or within a reasonable time after turning eighteen. It cuts both ways. The brand may find it cannot enforce the deal it just paid for, and the athlete may have signed away rights he never had the legal power to give away in the first place. Neither side discovers the problem until something goes wrong, and by then there is usually money and a school on the line.
North Carolina has a mechanism most families have never heard of. Chapter 48A of the General Statutes covers contracts under which a minor “agrees to render services as a participant or player in a sport,” and it lets a superior court approve such a contract so that it can never afterward be disaffirmed on the ground of minority. That is a real, statutory way to make a young athlete’s major agreement durable instead of shaky. We know it exists, we know when a deal is big enough or long enough to be worth it, and we know which agreements have no business being signed at all.
The same capacity problem shows up in protecting the name itself. A federal trademark that contains a living person’s name requires that person’s written consent, and where a minor cannot enter binding legal obligations in his home state, the application is filed and the consent signed by the parent or legal guardian on the minor’s behalf. Jaxon’s own pending mark was filed on exactly that basis. Get it wrong and the family owns nothing.
Every NCHSAA condition, the nine prohibited industries, the disclosure chain, and how South Carolina differs — written out in full.
A minor in North Carolina is a person under eighteen (N.C.G.S. Ch. 48A, Art. 1) and a minor’s conventional contracts are voidable at the minor’s election, disaffirmable during minority or within a reasonable time after reaching majority (Bobby Floars Toyota, Inc. v. Smith, 48 N.C. App. 580). Sports-participation contracts and the superior-court approval that bars later disaffirmance appear at N.C.G.S. §§ 48A-11(3) and 48A-12. Consent of a living person named in a mark is required under USPTO guidance on the Lanham Act names clause; where a minor cannot enter binding obligations in his state of domicile, the parent or legal guardian signs and is identified as such, per the analysis in “Of Marks and Minors,” Houston Law Review. South Carolina’s guardian-signature and 14-day cancellation requirements for agency contracts with minors appear in S.C. Code Title 59, Ch. 102. Jaxon Dollar’s mark is pending as USPTO Ser. No. 99213510. Nothing here is legal advice.
Roster is intentionally small
Because all four disciplines are run by the same people who do the evaluation. Start with a conversation and we will tell you honestly whether the fit is there.
