From Basement to Billions: How the Hulett Brothers Incubated a Global Content Enterprise at CNU

Part of our The Founder's Copilot Spotlight series

Today, the Hulett Brothers brand boasts an audience which has viewed their fun-loving, engaging content billions of times. They have successfully leveraged their unique style and relentless work ethic into high-profile brand partnerships and collaborations with giants like ESPN, Redbull, the NFL, NHL, and MLS, as well as consumer brands like Wilson, Doritos, and YouTube. Their story is a perfect example of turning a passion-driven hustle into a sophisticated, scalable enterprise—a transition profoundly influenced by Daniel’s experience at Christopher Newport University (CNU).

The Capstone of Creativity: CNU’s Business and Leadership Program

Daniel, who graduated from CNU, and David, an alumnus of James Madison University, both pursued business-related majors. They did not just stumble into success; they applied foundational business knowledge to their venture. Daniel’s time at Christopher Newport, with its emphasis on business acumen and ethical leadership, provided the intellectual framework necessary to negotiate multi-million-view deals, manage a back office, and understand the transforming media landscape. Their business is a real-world case study on leveraging education to navigate the rapidly evolving creator economy.

But it was Daniel’s commitment to both his academic program and his passion—CNU men’s soccer—which led to a high-stakes, real-world test of the burgeoning creator economy, one which would make the Hulett Brothers one of the earliest case studies in Name, Image, and Likeness (NIL) compliance.

Case Study: Christopher Newport University and the First Test of NIL

Sometimes timing is everything. The Content-Driven NIL channel—where athletes use creativity, entrepreneurship, and influence to generate value—emerged quickly after NIL reform.

In 2021, Daniel Hulett, captain of the Christopher Newport University men’s soccer team, launched a content creation business with his brother, David. What began as a pandemic project grew into the Hulett Brothers—a trick-shot brand with millions of followers.

At the time, Daniel’s grit and creativity nearly cost him his eligibility, since it overlapped with evolving NCAA rules. One of his soccer videos went mega viral just weeks before the Supreme Court decision paving the way for athlete entrepreneurs. Weeks of eligibility uncertainty and emotional turmoil followed before NIL reforms cleared the way. What started as a compliance risk became one of the earliest real-world NIL test cases. What started as Athletic Director criticism became an appreciation for the positive publicity.

The Relentless Grind: From Hobby to Enterprise

The Hulett Brothers’ success, ultimately, comes down to their philosophical approach. What the audience sees is an engaging 10-to-20 second clip; what they do not see is the average of four hours of grinding effort behind each successful trick shot. This "relentless ability to grind," as Daniel describes it, is their true secret sauce. They understand a key point in the content economy: the real enemy is not negative comments, but apathy. They are driven by their community and embrace any emotional reaction their content generates.

Today, the Hulett Brothers remain a thriving business. Their journey reinforces a larger truth: NIL and the creator economy can create tremendous opportunities, but the transition from a viral "hustle" to a sustainable "enterprise" requires more than just creativity—it demands structure.

PFR’s CoPilot: Guiding the Next Generation of Founders

Since 2020, the Hulett Brothers have been part of PFR’s athlete and content creation–focused Founder's CoPilot portfolio. PFR has guided Daniel and David through critical financial and business decisions, demonstrating a larger truth: NIL can create tremendous opportunities, but only when paired with strong financial frameworks and responsible guidance.

PFR is proud to serve as a Founder’s CoPilot, helping creators and entrepreneurs move beyond the hustle phase and establish the strong operational foundation necessary for long-term growth and stability. We transform complex financial hurdles—from tax planning and revenue diversification to compliance and enterprise structuring—into clear, actionable strategies, an approach ensuring pioneers like the Hulett Brothers can keep their focus on what they do best: creating.