Total Sports

What Total Sports does

Total Sports is a privately held, founder-owned sports management and athlete representation agency founded in 2003 and headquartered in Johnson City, Tennessee. The firm represents professional athletes and coaches across athletics (track & field), baseball, and adjacent disciplines, with a marquee client roster that includes Olympic gold medalists, World Champions, Grand Slam Track participants, and MLB draft selections. Total Sports is staffed by former collegiate and professional athletes and operates additional offices in Miami, Florida; Flagstaff, Arizona; and a European base in Leuven, Belgium to support summer competition circuits.

The agency's service portfolio spans the full lifecycle of an athlete's commercial career: contract negotiation with shoe/apparel brands, MLB teams, and event directors; financial planning and accounting administration; marketing and brand partnership brokerage; media training and placement; immigration assistance (P-1 visas, green cards); post-career counseling; travel coordination; and MLB draft preparation. It also operates an NIL marketing line for collegiate athletes and a separate representation vertical for professional coaches. Its business model is professional services commission-based, typical of US sports agencies, with pricing not publicly disclosed.

Total Sports markets itself through its owned digital channels (website, segmented social media accounts for athletics and baseball), earned media via client coverage in NBC Sports, ESPN, USA Today, and People magazine, and strategic placement of clients into high-visibility partnerships such as NBC Sports' On Her Turf Athlete Collective and Grand Slam Track. The firm has 76 employees and no disclosed external investors, funding rounds, or institutional backing.

Name

Total Sports

Legal name

Total Sports

Website

https://teamtotal.co

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Total Sports is a privately held athlete and coach representation agency representing Olympic medalists, world champions, and MLB draft picks in track & field, baseball, and coaching. The firm offers contract negotiation, marketing, financial planning, and immigration services from offices in Tennessee, Florida, Arizona, and Belgium.

Ownership category

akta.pro rank

Product category

Sports Management and Athlete Representation

akta.pro primary industry

Full-Service Athlete Talent Agencies (Contract Negotiation & Career Management) (MPAKAMAA)

akta.pro secondary industry

Athlete & Talent Representation (Agents, Managers) (MPAKAKAA)

Keywords

• Athlete representation
• Sports management
• Baseball agency
• Track and field
• Contract negotiation

Headquarters

HQ city

Johnson City

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Athlete Representation Services: Total Sports generates revenue through providing comprehensive athlete representation services including contract negotiations with shoe and apparel companies, MLB teams, event directors, and other commercial partners. Services include financial planning, marketing, media, immigration assistance, post-career counseling, and travel coordination.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Total Sports is a sports management and athlete representation agency founded in 2003 and based in Johnson City, Tennessee. The agency represents professional athletes in track & field, baseball, and football, as well as coaches, providing services including contract negotiations, NIL marketing, financial planning, immigration assistance, media training, and brand development.

Product overview

Total Sports is a sports representation agency founded in 2003, offering athlete and coach management services across athletics (track and field), baseball, and coaching disciplines. The company provides comprehensive services including contract negotiations, events and promotion, financial planning, immigration assistance, marketing, media relations, post-career counseling, travel coordination, and MLB draft preparation. The agency represents professional athletes competing in events ranging from sprints and distance running to baseball, and also handles Name, Image, and Likeness (NIL) marketing for collegiate athletes.

Differentiator

Problem solved

Functional benefit

Products and services

• Athletics Representation (Track & Field) Comprehensive representation services for professional track & field athletes, including contract negotiations, career management, NIL marketing, and brand development.
• Baseball Representation Dedicated representation services for professional baseball players, including player development, brand development, contract negotiations, and career management.
• Football Representation Representation services for professional football players, including contract negotiations, career management, and brand development support.
• Coaching Representation Representation services for college and professional coaches, including contract negotiation, NIL representation, and career management.
• NIL Marketing Services NIL (Name, Image, and Likeness) marketing services for college athletes and coaches, facilitating endorsement deals and brand partnerships.
• Contract Negotiation Services Expert contract negotiation services for professional athletes and coaches across track & field, baseball, football, and coaching engagements.
• Financial Planning Services Financial planning and advisory services for professional athletes and coaches to manage income, investments, and long-term financial goals.
• Immigration Assistance Services Immigration assistance services for international athletes requiring visa and work authorization support to compete or sign contracts in the United States.
• Media Training Services Media training services for professional athletes and coaches to develop communication skills, manage public appearances, and handle media interviews.
• Brand Development Services Brand development services for professional athletes and coaches, including personal brand strategy, marketing initiatives, and partnership facilitation.

Quantifiable outcome

• Negotiated highest signing bonus for any player out of Tennessee Tech University
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• World Athletics Kids' Athletics ProgrammeminorStrategic or Co-development Partner · 7 April 2026Total Sports athletes Melissa Jefferson-Wooden and Letsile Tebogo were announced as ambassadors for the World Athletics Kids' Athletics programme. Both athletes will kick off the latest campaign at the Debswana World Athletics Relays Gaborone 26, celebrating five years of Kids' Athletics Day.
• NBC Sports On Her TurfcoreGTM or Marketing Partner · 8 October 2025NBC Sports' On Her Turf partnered with Melissa Jefferson-Wooden as the debut athlete for the new 'OHT Athlete Collective.' The OHT Athlete Collective is a program built to amplify women athletes, elevate their stories, and inspire future generations through brand collaborations, appearances, and custom content creation.
• Grand Slam TrackcoreStrategic or Co-development Partner · 19 September 2024Melissa Jefferson-Wooden signed with Grand Slam Track as a Racer for the league created by Michael Johnson beginning in 2025. She joined a star-studded list including Sydney McLaughlin-Levrone, Josh Kerr, Cole Hocker, Yared Nuguse, Fred Kerley, and Kenny Bednarek competing in the multi-million dollar circuit.

Scale indicators2 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Roc Nation Sports: Athlete management division of Roc Nation representing professional athletes in contract negotiations, brand partnerships, and career advisory. Roc Nation Sports is a broad incumbent in athlete representation, particularly visible in baseball and basketball, with capabilities overlapping Total Sports' offering.
• Endeavor (WME): Global talent representation and sports management company with athlete representation, content, and event businesses. Endeavor's sports division is a broad incumbent competing with Total Sports for elite athletic talent and endorsement deals.
• Creative Artists Agency (CAA): Global talent and sports agency representing Olympic athletes, team-sport players, and broadcasters across contract negotiation, marketing, and content deals. CAA's sports division competes for the same elite athletic talent pool that Total Sports targets.
• Octagon: Global sports marketing and athlete representation agency representing Olympic athletes, team-sport players, and brand-side sponsorships. Octagon is a broad incumbent comparable to Total Sports through its athlete representation and sponsorship negotiation business lines, though it operates at significantly larger scale.
• Wasserman: Sports marketing, athlete management, and entertainment agency representing athletes in contract negotiations, endorsements, and licensing. Wasserman is a broad incumbent with overlapping athlete representation capabilities and adjacent sports marketing services.

Direct peers

• GSE Worldwide: Sports management and athlete representation agency providing contract negotiation, marketing, and brand partnership services to professional athletes. GSE Worldwide is a direct peer given its comparable multi-sport athlete management business model.
• Excel Sports Management: Full-service sports agency representing Olympic athletes, MLB players, golfers, and tennis professionals with contract negotiation, marketing, and career management services. Excel Sports Management is a direct peer given its similar multi-sport athlete representation model and comparable elite-tier clientele.
• Athletes First: Full-service athlete representation agency negotiating contracts, marketing deals, and career management for professional athletes. Athletes First is a direct peer in the contract-negotiation-and-career-management model that defines Total Sports' service offering.
• MVP Sports Group: Athlete representation and management firm providing contract negotiation, marketing, and career advisory services to professional athletes across multiple sports. MVP Sports Group operates with a similar service model to Total Sports and represents a direct competitive comparable.
• Pace Sports Management: Track & field-focused athlete representation agency managing elite sprinters, distance runners, and field athletes including Olympic and World Championship medalists. Pace Sports Management is one of Total Sports' closest direct peers given its narrow specialization in the same athletics category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/TeamTotal_ATH
• Facebookfacebook.com/TeamTotalAthletics
• Instagraminstagram.com/teamtotalathletics
• LinkedInlinkedin.com/company/team-total-sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Total Sports