The Founder Playbook: How Michael Rubin Built Fanatics by Betting on Obsession
May 13, 2025
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Michael Rubin, Founder and CEO of Fanatics, opens up about his journey from a self-proclaimed bad athlete to a sports business mogul. He emphasizes the critical role of relentless work ethic and adaptability in achieving success. The conversation dives into his early entrepreneurial ventures and the pivotal moment of selling GSI Commerce for $2.4 billion. Michael discusses the importance of understanding your audience, innovation in sports merchandise, and cultivating a strong leadership team. His insights on balancing personal life with professional dedication are both inspiring and relatable.
Michael Rubin's entrepreneurial journey began at eight, highlighting an early passion for business and a strong inclination towards following personal strengths rather than traditional paths.
His unwavering work ethic and fearlessness in the face of challenges, even with a $25 billion company, drive continuous innovation and adaptation within Fanatics.
Rubin's focus on the growth potential of women's sports reflects his commitment to inclusivity and improving representation in the industry, tapping into an underserved market.
Deep dives
The Early Entrepreneurial Spirit
Michael Rubin's journey as an entrepreneur began at the tender age of eight when he explored various business ventures, including selling seeds and trading cards. This early exposure to business not only ignited a passion within him but also built a sense of accomplishment that was missing from his experiences in school. He felt a strong gravitation towards entrepreneurship as a means of expressing his skills, finding joy in creating and building businesses rather than conforming to traditional paths in education and athletics. This foundational belief in following one’s strengths laid the groundwork for his expansive career and relentless work ethic that continues to this day.
Work Ethic and Fearlessness in Business
Rubin believes that a distinctive feature of his approach to business is his unwavering work ethic and an innate fearlessness regarding challenges. He mentions that, even with his company valued at over $25 billion, he feels a startup mentality that keeps him motivated and driven to innovate. This commitment to hard work does not wane, but rather intensifies as he seeks to identify areas for improvement in his company. Rubin acknowledges that facing failure is a part of his journey, reiterating his ability to pivot quickly and maintain focus on overcoming obstacles and leveraging them as opportunities for growth.
Relentless Innovation and Adaptation
A key part of Rubin's philosophy is fostering a culture of innovation within his company. He emphasizes the importance of being constantly aware of competition and adapting business strategies to remain an industry leader. By encouraging feedback from employees at all levels and listening closely to customer needs, Rubin aims to enhance the fan experience as a core mission. He firmly believes that if a company does not continuously evolve, it risks falling behind, making innovation not just a goal but a necessity for survival and growth in a competitive landscape.
A Focus on Authenticity and Relationships
Rubin places significant value on authenticity, both personally and professionally, aiming to create genuine connections within the business world. He believes that trust built on honesty leads to better relationships; thus, he approaches interactions without ulterior motives, aiming instead to foster community. His dedication to building meaningful relationships has enabled him to identify and recruit the best talent, helping his company thrive. He insists that building strong personal and professional networks is essential for long-term success and is something he prioritizes in his leadership style.
Women in Sports and Market Opportunities
Rubin expresses a strong belief in the growth potential of women's sports and sees significant business opportunities arising from it. He acknowledges that while the women's market has historically been underserved, there is now a burgeoning interest and engagement that signals a shift. His commitment to addressing this gap involves creating products and partnerships that cater specifically to female sports fans. By prioritizing the expansion of women’s sports merchandise and tapping into the diverse consumer base, Rubin aims to elevate the representation of women in the sports industry, fostering inclusivity and increased market reach.
Looking Ahead: Health, Purpose, and Ambition
As Rubin reflects on his future, he emphasizes the importance of health and well-being in enhancing his capacity to lead and innovate. He recognizes that sustaining his energy and focus will be essential as he continues to drive his company toward greater heights. Moreover, he is dedicated to fostering an environment that prioritizes both professional ambitions and personal fulfillment for himself and his team. By aligning his long-term goals with meaningful purpose, he aspires to create a lasting impact in the sports industry that transcends profitability and resonates with fans worldwide.
Emma is joined by the relentless entrepreneur Michael Rubin, founder and CEO of Fanatics for a deep dive into his extraordinary journey from a self-described "god-awful athlete" to one of the most successful business minds in the sports industry. Michael pulls back the curtain on the mindset and drive that fuels his success, revealing how outworking the competition has been a cornerstone of his career.
From launching his first business at age 8 to building Fanatics into a global powerhouse, Michael shares how his obsession with business—and his ability to thrive during the toughest times—has shaped his rise. Whether it's pushing through failures or seizing opportunities in the face of adversity, Michael’s relentless work ethic and ability to pivot when needed have been crucial to his journey.
He talks about the sacrifices he's made, the lessons he's learned about leadership, and how his obsession with staying ahead of the competition fuels both his personal and professional life. Emma and Michael also explore the importance of being in tune with your audience, identifying untapped markets, and building a team of game-changers who share your vision.
