Up North

What Up North does

Up North Management Group is a privately held talent management and entertainment company founded in 2019 by Toronto brothers Cole Hock and Cody Hock, each later named to the Forbes 30 Under 30 list in 2022 (Games category). The firm manages approximately 30+ content creators across three primary verticals — sports, gaming, and lifestyle — providing deal representation, brand partnership facilitation, and content production support. Its revenue mechanics comprise three streams: (1) talent management commissions on creator earnings, (2) transaction fees on brand partnership deals with major advertisers including Coca-Cola, McDonald's, BMW, Chipotle, Walmart, Best Buy, Max, and Pizza Hut, and (3) equity/royalty returns from a Ventures division that incubates and invests in creator-led brands such as Enjoy Basketball.

The company's flagship initiative is Enjoy Basketball, co-founded in 2022 with sports creator Kenny Beecham, which operates as a diversified media platform spanning a 3x weekly newsletter (35,000 subscribers within six months of launch), a podcast network (Numbers on The Board, The Kenny Beecham Podcast), and lifestyle apparel. In 2024, Enjoy Basketball formed a content-development partnership with Peyton Manning's Omaha Productions and ESPN, producing digital shows, alternate broadcasts, and branded content. The Ventures portfolio additionally includes consumer and technology holdings in Theragun, Lolli, Chubby Snacks, Genvid, 1v1me, Playbackbone, and a confirmed exit in Prizepicks.

Up North employs a community-led go-to-market motion, acquiring clients through creator community referrals and influencer networks rather than outbound sales. Distribution relies on Instagram, YouTube, earned media (Forbes, Hollywood Reporter, Variety, Business Insider, TubeFilter, Boardroom), and creator-led commerce. The company is founder-owned with no disclosed institutional funding, headcount, or revenue figures, and primarily operates in North America with global brand deal reach.

Name

Up North

Legal name

Up North Management Group

Website

https://upnorthmgmt.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Up North Management Group is a privately held talent management and entertainment company founded in 2019 that represents content creators across sports, gaming, and lifestyle verticals, facilitating brand partnerships and incubating creator-led ventures.

Ownership category

akta.pro rank

Product category

Talent Management

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Creator Talent Management & Representation (MPAAAHAB)

akta.pro secondary industry

Entertainment Booking & Speaker/Talent Management (HSACAAAI)

Keywords

• Talent management
• Creator representation
• Brand partnership facilitation
• Influencer marketing
• Creator venture incubation

Headquarters

HQ city

Bartlett

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Talent Management & Commission: Up North earns revenue by managing content creators and talent, taking a commission on brand deals, sponsorships, and content partnerships arranged on behalf of clients.
2. Brand Partnership Deals: The company facilitates brand partnerships between creators and major advertisers (Coca-Cola, McDonalds, BMW, Chipotle, etc.), earning fees or revenue shares on executed deals.
3. Ventures & Business Incubation: Up North invests in, incubates, and launches creator-led brands and businesses (e.g., Enjoy Basketball), potentially earning equity returns or royalties on exited or scaled ventures.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Up North is a talent management and entertainment company that represents content creators across sports, gaming, and lifestyle verticals, negotiating brand partnerships and sponsorships with major advertisers. The firm also operates a Ventures division that incubates and invests in creator-led brands and media properties, most notably Enjoy Basketball. Services include talent representation, deal negotiation, content production support, podcast network management, and brand building for creator-founded businesses.

Product overview

Up North is a diversified entertainment and media company offering talent management services for content creators across sports, gaming, and lifestyle verticals, along with brand building and original business venture incubation. The company's Projects division invests in and launches creator-led brands, most notably Enjoy Basketball (co-founded with Kenny Beecham), which encompasses a media platform, multiple podcasts (Numbers on The Board, The Kenny Beecham Podcast), a newsletter, and lifestyle apparel.

Differentiator

Problem solved

Functional benefit

Products and services

• Talent Management Services Representation and management services for content creators, including deal negotiation, career strategy, and access to brand partnership opportunities. The service is contracted by individual creators seeking professional management of their content businesses.
• Brand Partnership Facilitation Sourcing, negotiating, and executing brand sponsorship and content partnership deals between Up North's creator roster and major advertisers across consumer products, sports, gaming, and entertainment.
• Enjoy Basketball A diversified media platform offering a 3x weekly newsletter, podcast network, and lifestyle apparel focused on basketball culture. Designed for basketball fans and sports media consumers.
• Numbers on The Board

Quantifiable outcome

• 4M+ combined social media followers managed across creator portfolio
• +1 more outcomes

Named customers34 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered major, minor and core.

• Bauer HockeymajorGTM or Marketing Partner · 1 January 2025Trew Crew (Up North gaming client) officially joined the Bauer Hockey family, as announced on Up North's Instagram in 2025.
• CorsairmajorGTM or Marketing Partner · 1 January 2025NoisyButters (Up North gaming client) partnered with Corsair as their newest headset partner, announced on Up North's Instagram.
• ButterfingerminorGTM or Marketing Partner · 1 January 2025NoisyButters partnered with Butterfinger and Borderlands 4 to launch a new Salted Caramel flavor product, featured on Up North's Instagram.
• Whistle SportsChannel Partner/ Reseller/ Distributor · 1 January 2025Pickaside Podcast (Up North client) teamed up with Whistle Sports to launch the '1st and Scroll' micro vodcast series.
• Omaha Productions (Peyton Manning)coreStrategic or Co-development Partner · 1 January 2024Enjoy Basketball (co-founded by Up North client Kenny Beecham) entered into a partnership with Peyton Manning's Omaha Productions and ESPN in 2024 to develop content including digital shows, alternate broadcasts, and branded content.
• ESPNcoreStrategic or Co-development Partner · 1 January 2024ESPN partnered with Enjoy Basketball and Omaha Productions to develop content including digital shows, alternate broadcasts, and branded content, as covered by The Hollywood Reporter.
• Hollywood ReporterminorGTM or Marketing Partner · 1 January 2021Hollywood Reporter covered the signing of Fortnite gaming collective One Percent with Up North Management and featured the Enjoy Basketball partnership with Peyton Manning.
• TheragunminorGTM or Marketing PartnerTheragun is listed among Up North's venture portfolio companies, suggesting a commercial partnership or investment relationship.
• PrizepicksminorGTM or Marketing PartnerPrizepicks is listed as an exited venture in Up North's portfolio, indicating a prior investment or partnership that has been exited.
• LolliminorGTM or Marketing PartnerLolli is listed in Up North's venture portfolio, indicating a commercial or investment partnership relationship.
• Chubby SnacksminorGTM or Marketing PartnerChubby Snacks is listed in Up North's venture portfolio, indicating a commercial or investment partnership relationship.
• 1v1meminorGTM or Marketing Partner1v1me is listed in Up North's venture portfolio, indicating a commercial or investment partnership relationship.
• PlaybackboneminorGTM or Marketing PartnerPlaybackbone is listed in Up North's venture portfolio, indicating a commercial or investment partnership relationship.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• United Talent Agency (UTA): UTA is a major global talent agency with significant digital and creator representation. Comparable to Up North for creator management and brand deals, though UTA operates across a much broader portfolio (film, TV, music) at scale.
• Creative Artists Agency (CAA): CAA is one of the largest global talent agencies, with growing creator economy capabilities. Comparable to Up North for brand deal making and creator representation, but at much larger scale and across traditional entertainment as well.
• WME (Endeavor): WME, part of Endeavor, has built a substantial creator and digital influence division. Comparable to Up North for creator representation and commercial partnerships, though WME operates across sports, entertainment, and fashion at global scale.
• Brillstein Entertainment Partners: Brillstein is a talent management and production company with deep creator relationships. Comparable to Up North for creator management and IP development, though more established in traditional Hollywood circles.

Direct peers

• Range Media Partners: Range is a talent management and production company representing creators, actors, and musicians across sports, gaming, and lifestyle. Comparable to Up North in talent management depth, deal-making, and creator-led venture development.
• Night Media: Night Media is a creator management and brand-building agency founded by Reed Duchscher, representing top creators like MrBeast and other YouTube talent. Directly comparable to Up North for digital-first talent management, brand deals, and venture incubation.
• Loaded (LoadedTV): Loaded is a creator management agency representing digital talent including gaming and lifestyle creators. Comparable to Up North for YouTube-native talent management and brand partnership facilitation.
• Authentic Talent and Literary Management: Authentic is a digital talent management firm representing creators across lifestyle and entertainment. Comparable to Up North for creator representation, brand partnerships, and IP development.
• Click Management: Click Management represents digital creators across gaming, lifestyle, and entertainment verticals. Comparable to Up North for creator representation, brand deal brokering, and direct-to-fan content monetization.

Emerging players

• Offline Ventures: Offline Ventures invests in and builds creator-led businesses across media and consumer brands. Comparable to Up North's Ventures division (Enjoy Basketball, Therabody, etc.) for backing creator entrepreneurs and incubating talent-owned IP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/upnorthmgmt
• Xx.com/upnorthmg

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Up North