When former professional basketball player Donnie McGrath retired, he didn’t slow down, he simply shifted arenas. In 2020, he co-founded LIFT Sports Management, a modern sports agency redefining how athletes build their careers and brands. Alongside two-time NBA Champion and Olympic gold medalist Mike Miller, who serves as president, McGrath set out to bring athlete-first thinking into the business of sports representation.
Today, LIFT represents some of the biggest names in basketball, including Orlando Magic star Paolo Banchero, who inked a five-year, $287 million max rookie contract extension this summer, a landmark deal that signals both the agency’s influence and the shifting power dynamics of modern athlete management.
Recently, McGrath joined the How Success Happens podcast to unpack how he made the leap from player to entrepreneur, and what it takes to build trust, vision, and results in one of the world’s most competitive industries.
The Athlete’s Advantage in Business
What sets LIFT apart, McGrath says, is its DNA: it’s built by athletes, for athletes. “Mike and I bring over 35 years of combined experience on the court,” he explains. “We’ve lived the pressures, the highs, and the constant hustle. That perspective helps us serve our clients not just as agents, but as mentors who understand what it takes to win, both in sports and beyond.”
Unlike traditional firms that focus primarily on deals and contracts, LIFT takes a holistic approach, blending performance management with brand strategy, financial planning, and long-term career positioning. The result is an agency that feels more like a strategic partner than a broker.
The Spark Behind the Startup
McGrath’s motivation came from lived experience. After a successful international basketball career, he realized many players lacked guidance when transitioning out of professional sports. “Athletes spend years preparing for games, but very few prepare for what comes next,” he says. “I wanted to create something that helps them take control of their careers and futures.”
That vision crystallized in 2018, during a whirlwind NBA free agency season when friends and teammates were landing major contracts. “Watching that unfold, I knew I wanted to stay close to the game, but in a way that helped players win off the court too,” McGrath recalls.
Turning Setbacks Into Momentum
Even with momentum, the road hasn’t been smooth. LIFT faced a tough setback when it lost two projected lottery picks before the 2025 NBA Draft. “It stung,” McGrath admits, “but that’s part of the business.” Instead of retreating, his team doubled down. Within months, LIFT signed new top-tier prospects, Jeremiah Fears and Noa Essengue, both of whom went in the Top 12 picks.
“It was a reminder that resilience is everything,” McGrath says. “You can’t dwell on losses, you just keep building.”
That grit paid off. In the same summer, LIFT negotiated over $650 million in total contract value for its NBA clients, reinforcing its place among elite agencies. For context, major representation groups like CAA Sports and Excel Sports Management operate at similar scales, making LIFT’s rise remarkable for such a young firm.
Lessons From the Locker Room
McGrath’s business philosophy mirrors the discipline of a pro athlete: consistency beats intensity. “Don’t get too high, don’t get too low,” he says. “This industry has peaks and valleys, but your focus should always be on what you can control.”
He credits open communication as the backbone of LIFT’s culture. “I talk to almost everyone on the team daily. Whether it’s agents, analysts, or brand strategists, staying connected keeps our operation sharp and aligned.”
Redefining What It Means to Be an Entrepreneur
McGrath’s definition of entrepreneurship has evolved alongside his journey. “At first, I thought it was just about starting a business,” he says. “Now I see it’s about sustaining one, facing challenges head-on and refusing to let failure define you.”
That mindset has attracted talent beyond athletes. Several high-profile executives and agents have left established agencies to join LIFT, drawn by its collaborative, athlete-centric ethos. “When great people want to be part of what you’re building, that’s a real sign of success,” McGrath reflects.
For him, success isn’t measured by the number of clients, but by the loyalty they show. “When athletes stay with us because they trust how we operate, that’s when I know we’re doing something right.”
