Brandon Marshall didn't just want a podcast. He wanted an empire. When he launched I Am Athlete back in 2020, the world was stuck inside, and people were starving for something real. Most sports media felt like a sterilized press release—all clichés and no substance. Marshall saw that gap and drove a truck through it. He brought the locker room to the living room, but honestly, the journey from a YouTube show to a multi-million dollar media house hasn't been nearly as smooth as his route running used to be.
You’ve probably seen the clips. The high-energy debates, the unfiltered stories about money and fame, and of course, the viral moments that ended up on every sports blog in the country. But behind the scenes, the story of I Am Athlete and Brandon Marshall is a masterclass in the messy reality of athlete-led business. It’s a story about "new media" growing pains, public breakups, and a guy who is trying to prove he’s way more than just a wide receiver with a troubled past.
The Vision: More Than Just a "Locker Room"
Marshall has always been vocal about the fact that he used his NFL career as a classroom. While other guys were playing Madden on the plane, he was taking notes on how owners like Jerry Jones or the McCaskeys ran their organizations. He realized early on that the traditional media model was dying. Why wait for a network to give you a platform when you can build your own?
I Am Athlete was built on a simple premise: athletes talking to athletes. No moderators in suits. No "hot take" artists who never played the game. Just raw conversation. It started with a heavy-hitting lineup: Marshall, Chad "Ochocinco" Johnson, Fred Taylor, and Channing Crowder. The chemistry was instant. It felt like you were eavesdropping on a private conversation between legends.
But here is where things got complicated. Marshall didn't just see this as a show; he saw it as a cornerstone for a larger lifestyle brand called House of Athlete. He was thinking about supplements, gyms, mental health apps, and apparel. He reportedly invested $10 million of his own money into this ecosystem. That's a massive bet. It’s the kind of move that either makes you a mogul or leaves you broke.
The Great Divorce: The Pivot Controversy
You can't talk about I Am Athlete without talking about the split. In early 2022, the original crew fractured. Fred Taylor and Channing Crowder left to start their own show, The Pivot.
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The internet went wild. Fans were picked sides. Was it about money? Ownership? Ego?
The truth, as it usually is, was probably a mix of all three. Marshall has been open about his "producer" mindset—he wants to control the vision and the business. Taylor and Crowder, on the other hand, seemingly wanted a different kind of partnership. The fallout was messy and very public. It was a wake-up call for the "athlete-creator" economy: just because you’re friends in the locker room doesn't mean you'll be perfect business partners in the boardroom.
Even after the split, Marshall didn't blink. He pivoted (ironically) and brought in new faces like LeSean McCoy and Adam "Pacman" Jones. He kept the cameras rolling. This resilience is a hallmark of the Brandon Marshall brand. He’s a guy who has survived a Borderline Personality Disorder (BPD) diagnosis, legal troubles, and a dozen NFL seasons. A podcast breakup wasn't going to stop him.
Mental Health as a Business Pillar
What makes I Am Athlete different from, say, All the Smoke or The Shop, is Marshall’s obsession with mental fitness.
Back in 2011, Marshall famously disclosed his BPD diagnosis. At the time, that was almost unheard of for a pro athlete. He was a pioneer in a space that is now mainstream. Today, he’s integrated that into his business model. He doesn't just talk about "mental health" in a sad, clinical way. He talks about "mental fitness"—training the brain like a muscle.
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- PROJECT 375: His foundation focused on eradicating the stigma of mental illness.
- HOA+ App: A platform designed to give regular people access to the same mental and physical routines as elite athletes.
- The "Paper Route" Show: A daily format that mixes sports news with real-life wellness advice.
Basically, Marshall is trying to bridge the gap between "celebrity athlete" and "wellness guru." It’s a tightrope walk. If you lean too hard into the business side, you lose the "real" locker room vibe. If you stay too raw, the big corporate sponsors get nervous.
Is I Am Athlete Still Winning?
It’s 2026, and the landscape is crowded. Everyone has a podcast now. Your neighbor probably has one. Every retired NFL backup has a YouTube channel.
So, how does I Am Athlete stay relevant?
Marshall has doubled down on being a "multimedia platform." He’s not just on YouTube; he’s had deals with SiriusXM and partnerships with brands like Revolt TV. He’s trying to build a network that survives even if he’s not the one sitting in the chair. That’s the dream of every entrepreneur: to build something that doesn't need its founder to function.
But the criticism persists. Some fans feel the show lost its "soul" after the original cast left. Others think Marshall can be a bit too intense as a host. However, the numbers don't lie. The brand still pulls in millions of views. It still lands the big guests. Whether it's a rapper like Toosii or a legendary coach like Dabo Swinney, people still want to sit at that table.
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Actionable Takeaways from the Brandon Marshall Playbook
If you're looking at the I Am Athlete story as a blueprint for your own career or business, there are a few real-world lessons you can actually use. This isn't just about sports; it's about personal branding and ownership.
1. Own the Platform, Not Just the Content
The biggest lesson Marshall teaches is the importance of ownership. He didn't want to be a "talent" for ESPN. He wanted to own the distribution. If you're a creator, find ways to own your audience. Build an email list, a dedicated app, or a private community. Don't let an algorithm be your only boss.
2. Turn Your Vulnerability Into Your USP
Marshall's BPD diagnosis could have ended his career. Instead, he made it his Unique Selling Proposition (USP). By being honest about his struggles, he built a level of trust with his audience that a "perfect" athlete never could. Authenticity isn't just a buzzword; it's a business strategy.
3. Expect the Breakups
Business is personal. Partnerships fail. When the original I Am Athlete crew split, Marshall didn't spend months mourning. He replaced the talent and kept the brand moving. You have to be able to separate your personal feelings from the health of the organization.
4. Diversify the Revenue Streams
A podcast is a top-of-funnel tool. It builds awareness. But the real money is in the "ecosystem." Marshall has gyms, apps, and supplements. Think about what your "core" product is and what "ancillary" products you can build around it.
Brandon Marshall’s journey with I Am Athlete is far from over. It’s been a chaotic, high-stakes experiment in what happens when a pro athlete decides to stop playing the game and starts trying to own it. He’s definitely made some enemies along the way, but he’s also changed the way we talk about the people behind the jerseys.
To stay ahead of the curve in this space, focus on building a community around a specific set of values—like Marshall did with mental fitness—rather than just chasing the latest viral trend. The "locker room" might change, but the need for real, raw human connection is never going away.