♪♪ ♪♪ ♪♪ >> One of our nation's leading entrepreneurs, Tony Wyllie, next on "The Chavis Chronicles."

Major funding for "The Chavis Chronicles" is provided by the following... At Wells Fargo, we continue to look for ways to empower our customers.

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At AARP, we are committed to ensuring your money, health, and happiness live as long as you do.

♪♪ ♪♪ >> Tony Wyllie, the founder and creator of Collective Engine, welcome to "The Chavis Chronicles."

>> Thanks for having me.

>> So, look, man, you're originally from the BK, Brooklyn.

What contributed in your upbringing that helps other people be successful in their careers?

>> Well, I'm a son of Caribbean immigrants.

You know, my parents are from the West Indies, and they taught me -- You know, I grew up really loved in the house, but they taught me the work ethic.

They led by example.

My parents taught me that, "Hey, as long as you work hard in this country, it's the land of opportunity.

You can get what you want."

And I think I'm just doing what was done to me.

I was helped along the way.

I'm like the turtle that's on the fence.

I had a lot of people in my life that helped me, you know, inspire me and help open doors for me.

So when I'm just doing -- paying it back now, paying it forward.

>> Having a work ethic is very important.

And, of course, one of the things that's famous about the Caribbean community in New York is that work ethic.

>> "In Living Color" used to have that skit with the Jamaican family having 10 jobs.

That's not too far-fetched.

I mean, West Indians work.

You have to work, man.

You work hard, and that's what we're taught from the time we were little.

You got to work, and whatever you want to get, no one's gonna give you anything.

You got to work for it.

>> You know, back in the 1960s, I had a -- I was a young guy.

I had an opportunity to work with Dr. Martin Luther King Jr. And whenever he pulled the staff, he would tell people about the mission, but he'd also say about the brand.

And I know you're a branding expert.

Tell us how important it is for entrepreneurs, for athletes, for businesspeople to have a specific brand that pushes them up in the marketplace.

>> Well, Doc, I have about 80 clients in 27 different sports, >> 80 clients?

>> 80 clients in about a year and a half now in 27 different sports.

A lot of people refer.

I don't have to recruit.

A lot of people refer my clients to me.

>> Good.

>> And the great thing is, out of that 80, maybe 20, 25 are young and some in high school and younger.

I have a 12-year-old basketball player.

I have a 9-year-old gymnast.

But no matter what age I teach them, you can start on your brand right now.

And I have to explain to them, branding, your brand is what you want people to say about you when you're not around.

So everything you do have to contribute to that brand.

If you like health and wellness, then we're going to get brands that contribute to health and wellness because that's what you're about, and we want to make things authentic.

You can't be phony about this.

So I want people to start thinking about their brand every time.

And everything they do needs to keep contributing on building their brand.

>> You know, we live in the digital age now and social media.

So tell us how branding over the last years has changed, has evolved?

>> Oh, absolutely.

Social media, I mean, TikTok, I mean, nowadays, you know, with Instagram, with TikTok, people now can use that to connect with their fans, with companies.

It's all about access.

The whole reason people want to do social media, sending you messages or looking at -- people want to get a peek.

People want to look into your lives.

So the good thing is, you get to control what you allow in.

So whether it's, you know, the day of the life or "Hey, I like this for breakfast," I tell my clients, "Think about all the brands that you use from the time you wake up in the morning till the time you go to sleep, what you eat, the soap, the toothpaste.

Why?

Because I want things to be authentic.

I want it to be you.

I don't want to push Burger King if you're a McDonald's person.

So you have to be real, Doc.

You have to be authentic.

You can't be fake.

People can see through -- People can see through what's fake and what's real.

So it's about really -- people have to have a conscious effort to keep contributing to that brand.

>> Being authentic is important.

>> Absolutely, absolutely.

>> So I know, also, you teach financial literacy.

You help your clients, but also, in general, encouraging, particularly, in the African-American community and other communities of color, the importance of financial literacy.

So tell us, how important is financial literacy?

>> It's very important.

Money don't come Money don't come with instructions.

So we try to teach people, teach our clients, especially young ones, you got to know about taxes.

There's money -- you have to contribute to Uncle Sam every year.

Otherwise, you can get in trouble.

But also think about the rainy day.

I want, my clients, when they get, you know, 30 years old, if it's snowing outside, you don't feel like going to work, you have a nest egg that you know you're okay.

So we want people to think about the long haul, not just, you know, going, buying the nice shiny things.

You know, put something away so that, later on, when you really begin your life, you have something to help you, help you get ahead.

>> You know, there's a some very famous people, athletes, entertainment industry, who wind up being bankrupt.

So, in your clients, you emphasize the importance of financial literacy.

>> Absolutely.

Not only financial literacy, Doc, but we do character development, leadership.

They have to pay it forward.

We make it a requirement that they do a camp at their high school so they can, you know, pay it forward because they are role models, and people are looking up to them.

So they got to use that power for good and not evil.

But we also, after a year in existence, we started mental health, as well.

So, I have someone that's available for our clients 24/7 because I noticed now, after one year, a lot of these kids, they put pressure on themselves or, you know, they have transfer portals, they get home sick.

So mental health is also now part of a whole package.

So not many firms offer all the stuff that we do.

But financial literacy is one because they need to know what to do with their money.

>> So you have a comprehensive portfolio of assets that you bring to all of your clients.

>> I have to credit my wife because when I first founded my company, you know, we're sitting around the table, and she's like, "You know, I want to bring the mother's perspective here."

I said, "What you mean, honey?"

She goes, "Well, what happens if they blow their knee out?

You know, I don't want you to just to think about getting these kids money.

I want them to have a whole package.

I want them to get financial literacy.

I want them to be role models.

I want them to get mental health."

So she was coming from a mother that said, "Hey, I want you to look out for these young people."

>> The name of your company is Collective Engine.

Tell us how you came to that name.

>> Collective is the families -- the athlete, the mom, the dad, me.

Collective is the team that's going to help support them and help them grow.

And Engine because we work hard.

So we're going to work hard like that engine.

So it's Collective Engine.

That's how we came up with that name.

>> So your name is also a brand.

>> Yes, sir.

>> Collective Engine has a brand.

>> It has a brand.

It has a brand.

>> Obviously, you've made a lot of success in a relatively short period of time.

So in the scheme of things, why do you think you've had such great success?

There are other people who have tried to do what you're doing but have not been successful.

So what is the key that Tony Wyllie has learned about branding?

>> Doc, one thing, one word is trust.

Trust.

You know, we put that on our -- on our website.

You have to have trust.

>> Trust is something you have to earn.

>> Absolutely.

And I think being a 30-year veteran in the NFL front office, I think, gives me credibility, foster a lot of relationships.

And a lot of my initial clients were children of players that I work with.

So they've known me my whole career, and they trusted me with their children and their careers.

And then, I'm always honest.

I'm always -- I'm not gonna tell you what you want to hear.

I'm always going to be street -- gonna be straight.

My grandfather always said, "You're never wrong when you do what's right."

So that's my philosophy.

>> Trust is another vital component.

Tell us, you've been with the NFL in the past for a number of years.

Who are some of the more famous athletic stars >> I work with 20 Hall of Famers.

And the first one was Michael Strahan at Texas Southern when we were in school.

>> TSU.

>> TSU.

The real TSU.

That's right, that's right.

Mike was -- Mike was something back then, and he ended up going to New York.

And, you know, the rest is history.

But I work with Michael Strahan.

I work with Troy Aikman, Emmitt Smith, Michael Irvin, Jackie Slater, who I'm very close with, with the Rams.

Isaac Bruce.

I got to present Isaac Bruce at the Hall of Fame.

So you talk about trust -- he picked me to present him, which is a huge honor.

RG3, but then with the Redskins.

Adrian Peterson.

There's guys I remember when I worked at the Pro Bowl, that's the only time, Doc, the fan in me came out because I'm sitting in the room thinking, "Here are the top players -- Here are the top players in the world.

This team could probably go out and beat everybody."

And Denny Green was the coach, and I remember, he said, "Tony, you want to say something to the team?"

and I told them, "Yeah, everybody here from the SWAC, I want you to -- I want to take a picture in picture day," and there's a picture of six of us from the SWAC, including Jerry Rice -- >> SWAC is a regional -- >> Southwest Athletic Conference, a Black college conference.

I've had a great career, and I'm very proud of my career, and we work with a lot of tremendous people.

>> Well, if you look at the NFL today, National Football League, the National Basketball Association, NBA, you see a lot of brothers.

I know you also represent women in the industry.

And you told me before we started, there's been a real growth in athletic championships by women.

>> Absolutely.

Not only that, but brands are really attracted to women.

Why?

Because you can -- you can promote more things.

I mean, men can't endorse makeup.

Men cannot endorse nail polish.

There's different things that are appealing for -- that brands, when attached female athletes to, and the word is "influencer" -- they can influence people to buy their products.

So it's business.

>> I want you to go back to something you said earlier about the importance of developing your brand at an early age.

Tell us why that's important.

>> Because you have to be consistent and that can lead to different things.

When you were getting recruited, it's your brand.

When it's time for endorsement deals, it's your brand.

When it's time for paid speaking engagements, whatever.

There's so many things.

There's so many things that can sprung off from your brand, and they can start from such a young age.

You know, the gymnasts that I have at 9 years old, she's homeschooled, but she wants -- she has aspirations to go into the Olympics in '28.

So there's like, you know, a five-year journey that she's starting right now being homeschooled.

But she's committed, even by being homeschooled, for her craft.

So everything is about, you know -- she's all -- putting all her eggs in the basket to go to the -- to go to the Olympics.

>> And how early do you start teaching them financial literacy?

>> Immediately.

Immediately.

Immediately.

My kids, you know, from the time -- my kids, from the time they're little, we always would we pick a charity every year that we would support.

You know, they'll give a certain amount to church, to give a certain amount for them, and they'll give a certain amount for charity.

So you start those habits when you're young, you're gonna have -- you're gonna keep them when you're grown.

>> You know, there's a debate in corporate America now about diversity, equity, and inclusion.

In fact, somebody told me recently that the word "equity" has become such a bad word, people don't even mention -- use that word now.

From your informed perspective, in athletics and in entertainment and in the business world, do you see the pendulum still going forward, or do you see some retraction when it comes to the importance of diversity in the marketplace?

>> I see it -- I mean, it's very, very, very important.

I think there's a push -- you know, there's pushback, politically, to end some of that stuff.

But you have to have it.

Why?

Because you have to respect what people bring to the table.

You have to respect the different points of view.

I remember one of the teams I was with, we had a meeting in the -- The schedule came out, and they had certain themed games -- you know, we had military, Toys for Tots, and one of them was called Fighting White Night.

And they said, "Well, does anyone have a problem with this?"

And I raised my hand, and I said, "Is the grand dragon from the Klan gonna be there?"

You know, as a Black person, that's kind of offensive, calling a fight -- I know what you're trying to say, but it won't be perceived that way.

Fighting White Night."

They said, "You know what?

We never thought about that."

They axed it.

You have to have diversity so that you can get different perspectives.

>> So diversity is good for business.

>> Absolutely.

It's great for business.

It's not good, it's great.

>> What's three things that you would recommend, not only to people who are just getting in their career, but even those who in midlife, you know, because of the change in the environment, the change in the job market, people going to second and third careers, not just one career.

So what would you recommend in terms of -- from a branding perspective, how people can enhance their brand over a long period of time.

>> I would say, be consistent.

Be consistent.

You can't be all over the place.

If you want to be a certain way, then you keep contributing to it and add stuff to it every day.

You be consistent.

When I was a student, I had an NFL briefcase.

I used to carry around an NFL briefcase.

Why?

Because I wanted to be an NFL executive, and I started dressing like one so I can be -- So when people saw me, they'd remember -- they used to say, "Yeah, you used to dress like one.

Now you are one."

>> Image is important.

>> Image is very important.

Image is very important.

But also, you know, you be consistent.

You talk about, as far as finance, finances, you know, have a budget, have a budget, and also invest and think about investing so that you can have your nest egg and, later on, get the fruits of your labor.

>> What can you say that you've seen personally about the progress of women in entertainment and sports and in other venues who have held on to that brand and have penetrated the marketplace with a strong brand?

>> Big thing, Doc, is having a story.

These brands love stories.

Everyone has a story, and it's about -- it's about telling your story and then making it marketable where someone wants to be associated with you.

>> When you say "tells a story," you mean one's life story?

One's journey?

>> Yes.

Yes.

Absolutely.

Absolutely.

I have a client.

She's a gymnast at Fisk, one of the first HBCUs to have a gymnastics team.

>> I know.

They won an award recently.

>> Absolutely.

And she's Muslim.

She's nation of Islam.

She's Muslim.

And she petitioned the NCAA to wear tights under her uniform for religious purposes.

And they gave her permission.

So now she's a trailblazer.

She's a role model for all other Muslim athletes because now they can really participate despite their religious beliefs.

So something like that is huge because I can go to some brands and be like, "Look, she's a role model.

She's a trailblazer.

Look what she's done."

And now she's opening up doors for other athletes.

>> Tell us about the HBCU communities.

Do you see more HBCU graduates getting into the marketplace with their brand?

>> Absolutely.

I mean, why not?

If others can do it, they can, too.

It's about, you know, family.

There's a connection.

I mean, one thing -- If you're a HBCU grad, it doesn't matter.

I'm Texas Southern, if you're Howard -- I mean, we still connected.

We still have that.

We still have that common ground is HBCU.

We still can relate from the HBCU experience.

So it's really like a family.

It's a family.

>> Well, the Supreme Court has ruled against affirmative action.

So a lot of the scholarships and opportunities for minority students, students from communities of color, to go to the bigger universities, that's going to be much more difficult.

are still going to be encouraged to get an education?

>> Oh, yeah, of course.

I mean, that's the way to get ahead in this country.

And, unfortunately, folks are going to have to work hard and make it where folks can't say no.

You know, you're gonna have to be -- We already had to work twice as hard to be three times as good, but you have to turn it up even more now because people are going to be looking to try to say no.

So you got to make it to where people can't say no.

>> Well, how important is getting while you're doing your brand, but, also, to work on your education?

>> Doc, it has to be part of the plan because the education helps open doors.

Education tells people -- prevents people from saying no.

That gives you the credentials to get ahead.

And you have to think about getting educated, because once you put that sheepskin on the wall, it makes you qualified.

>> So, again, that education degree is important.

>> Absolutely.

That GPA -- that GPA is part of your branding.

You make the honor roll, and guess what -- people think, "Oh, that person -- that person is disciplined.

That person is able to do the assignments, and that person is very smart.

So we want to hire that person."

>> Tell us what you see, in terms of the future.

Do you project, based on what you know of the industry, will they become more inclusive in terms of minority ownership of some of these teams?

>> It's starting to in a small scale, but it's going to be -- I mean, these valuations now are going to make it really hard because, you know, the Washington team was just sold for $6 billion.

Some of these valuations for these teams are going up.

And they're going to be worth maybe 9, 10 billion.

And to be a majority owner, you have to own 30%.

So you do the math.

And that's liquid.

You can't have debt.

So 30% of that is, you know, that's billions of dollars.

That's pricing some people out.

So maybe the NFL will be tough, but you still have -- you still have, like, these volley-- There's a professional volleyball league now.

There's some baseball leagues, you know, independent leagues.

There's opportunities where people could -- could possibly own.

But I also think now they're starting to explore private equity because the valuations are so high.

They might have to start using some of these private equity funds in order -- Because people, individuals, are going to be hard to buy, individually.

So you have to probably use private equity.

>> In today's investment world, private equity is the probably the strongest place.

>> Mm-hmm.

>> Minorities getting involved in the private equity to provide the funding for those who are working on their brand.

>> We need to.

We need to.

I think there's some, but I don't think there's enough.

That's something for young people.

If you're looking for a field, look into private equity.

That's very, like Doc said, it's very stable, and it can lead to some big things.

>> As a father, what would you say to parents who are watching this show about getting their children branded, getting their children educated, getting their children on this journey toward success?

>> I would say, you know, guide them.

You know, definitely guide them.

Have them ask questions.

I told my kids when they were really young, I told them to ask questions.

I said, "I want you to be curious.

I want you to really ask questions."

And they said, "Why?"

Because when you do that and you have curiosity, you learn.

You learn a lot.

So always have their brains thinking and always, again, be authentic.

Know what they are about.

Let them know who -- Let them find out what they're about so that they can -- they can promote that.

>> Based on your success and based on all of your clients -- you said you have 80 clients -- what gives you your sense of hope -- hope for the future?

>> The young people, they kind of inspire me.

I mean, the fact that -- what they have to overcome.

They have to go to class.

They have to keep their grades up.

They have to practice.

You know, they travel.

It's not easy being a student athlete.

You have to really manage your time well.

Plus you have to still be a kid.

You still have to have fun.

So what gives me hope is their successes.

They're getting educated.

They're going to college.

They're growing.

They're living their dream.

And that gives me hope because when you're doing something you really enjoy, you're gonna do it well, and you're gonna go above and beyond, and you're gonna be successful.

>> So you're optimistic about the future?

>> I'm very optimistic.

I'm very optimistic because the young people are dynamic.

We have some good young people coming up here in this next generation.

>> Tony Wyllie, the founder of Collective Engine, thank you so much "The Chavis Chronicles."

>> Thanks for having me.

>> For more information about "The Chavis Chronicles" and our guests, visit our website at thechavischronicles.com.

Also, follow us on Facebook, X, LinkedIn, YouTube, Instagram, and TikTok.

Major funding for "The Chavis Chronicles" is provided by the following... At Wells Fargo, we continue to look for ways to empower our customers.

We seek broad impact in our communities, and we're proud of the role we play for our customers and the US economy.

As a company, we are focused on supporting our customers and communities through housing access, small business growth, financial health, and other community needs.

Together, we want to make a tangible difference in people's lives.

Wells Fargo, the bank of doing.

American Petroleum Institute.

Our members are committed to accelerating safety, environmental, and sustainability progress throughout the natural-gas and oil industry around the world.

Learn more at api.org/apienergyexcellence.

Reynolds American, dedicated to building a better tomorrow for our employees and communities.

Reynolds stands against discrimination in all forms and is committed to building a more diverse and inclusive workplace.

At AARP, we are committed to ensuring your money, health, and happiness live as long as you do.

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