Building and scaling businesses at the intersection of technology, growth, and human potential.

In my current role at Faves, I'm working on the future of how athletes and brands partner.

Previously scaled an agency to $12M in ARR as VP of Growth, with roots in entrepreneurship from my UCLA MBA and work in Marketing tech.

Let's connect: luke@faves.xyz

https://faves.xyz/

We're hiring for Brand Partnerships at Faves.

You'll work directly supporting hundreds of elite athletes, build relationships with major wellness and sports brands, and help shape how athlete marketing works in an AI-driven world.

Looking for someone who:
- Lives and breathes sports business
- Understands both athlete and brand perspectives
- Thrives in fast-paced startup environment

This is a chance to define a category, not just fill a role.

Interested or know someone perfect? DM me.

Luke Katz

Building and scaling businesses at the intersection of technology, growth, and human potential.

In my current role at Relayer, I'm working on new e-commerce and creator economy tools to put creators first. 

Previously scaled an agency to $12M in ARR as VP of Growth, with roots in entrepreneurship from my UCLA MBA and work in Marketing tech.

Let's connect: luke@relayer.tech

Co-Founder at Faves

"Live is the only thing that can't be disrupted by AI."

This recent quote from Elon Musk hit me hard… but he’s right.

The cost of digital content is plummeting toward zero, while attendance and spending at live events keeps climbing. Streaming services are pouring billions into sports packages because it's the only content justifying subscription costs.
If live sports are becoming more valuable in an AI-driven world, athlete influence will follow.

Soon enough, it's going to be virtually impossible to build your brand from scratch as a digital creator. Everyone's competing against infinite AI-generated content and personas. How do you break through that noise and become a trusted voice?

Athletes have something very few other creators do, a built-in launchpad that can't be faked. Every game is a live broadcast to millions. Every performance is authentic. Every win or loss creates real moments that AI can never replicate.

While digital creators are drowning in AI slop, athletes cut through with genuine achievements people actually care about. They're the only creators who don't have to fight the algorithm, they are the content people are already watching.

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