In this episode of Athletes to Entrepreneurs, Rob Finkelstein sits down with Sherman Merricks—a former college basketball player who made an incredible transition from gym owner to Co-Founder of LASSO Framework, a game-changing agency helping fitness businesses master marketing and sales.
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Rob and Sherman dive into the athlete transition experience—from navigating life after the final whistle to using the discipline learned in sports to build a sustainable business. Sherman shares how the lack of formal support after college inspired him to forge his own path, and how mentorship and alumni connections can create powerful opportunities.
They explore how the skills athletes bring to the table—resilience, focus, and consistency—are exactly what’s needed to succeed in entrepreneurship. Sherman also shares valuable insights into why marketing is the missing link for so many gym owners, and how helping others succeed in business can lead to healthier, stronger communities.
Whether you're still competing or already building your legacy, Sherman’s journey is packed with insight and inspiration for your next chapter.
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🔑 Key Takeaways:
- Athletics Build a Business Mindset**: The same grit and consistency translate directly.
- Networking Changes Everything**: Build relationships early—especially while you’re still playing.
- Alumni Can Be Your Secret Weapon**: Mentorship and shared experiences open doors.
- There’s No Manual for the Transition**: But there *is* a way forward with the right tools.
- Start Young, Start Bold**: Taking risks earlier in life can lead to big rewards.
- Marketing Is Non-Negotiable**: Especially in industries like fitness where competition is fierce.
- Your Business Can Fuel Your Community**: A thriving gym means healthier people around you.
- Sales Systems Matter**: Without a process, it’s hard to grow.
- Entrepreneurship Is a Sport**: Show up with the same energy and commitment.
- Mentorship is Multiplication**: Help others while continuing to grow yourself.
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About Sherman Merricks:
**Sherman Merricks** is the Co-Founder of **LASSO Framework**, a top-tier agency transforming how gym owners approach sales and marketing across North America. After building a successful CrossFit gym and mentoring hundreds of fitness professionals, Sherman now empowers entrepreneurs to scale with clarity, confidence, and community. His athlete roots continue to shape how he leads, coaches, and creates impact.
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Connect with Sherman Merricks:
🌐 Website: [LASSOFramework.com](https://lassoframework.com/)
IG-shermanmerricks5
Linkedin-https://www.linkedin.com/in/dynastycrossfit/
FB-https://www.facebook.com/sherman.merricks
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🔗 Connect with Alumni Direct:
At **Alumni Direct**, we believe athletes deserve a platform that empowers their future beyond sports. Whether it’s networking, mentorship, or tools to grow your brand or business—we’re here to support the journey.
📸 Instagram: [@AlumniDirect](https://www.instagram.com/alumnidirect)
💼 LinkedIn: [Alumni Direct](https://www.linkedin.com/company/alumnidirect)
📘 Facebook: [Alumni Direct](https://www.facebook.com/alumnidirect)
You’ve got the mindset. Now let’s build the life to match.**
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