The Varsity Rubin’s Fanatics Formula
Oct 26, 2025
Michael Rubin, the visionary founder of Fanatics, joins hosts Bill Cohan and Michael Nathanson at Puck’s In The Arena to discuss his remarkable journey in sports commerce. He reveals how he reinvented licensed merchandise by swiftly responding to fan needs. The conversation dives into his expansion into collectibles and betting, highlighting the innovative strategies behind Fanatics' growth. Rubin also shares insights on building connections across sports and entertainment, as well as his thoughts on a potential IPO and future initiatives.
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Reimagining Fan Merchandise
- Michael Rubin saw fans were underserved and reinvented licensed merchandise with internet-driven agility and supply-chain changes.
- He prioritized real-time availability and fan-focused service to capture global demand.
From Commerce To A Digital Platform
- Fanatics expanded from commerce into collectibles and betting after building scale and customer reach.
- Rubin reframed Fanatics as a digital sports platform with three integrated business lines.
Learning By Conversation
- Rubin credits relationship skills and learning through conversations for his cross-community network.
- He travels constantly to meet people and picks up ideas that feed Fanatics' strategy.