Athlete Support: From Missed Opportunities to Meaningful Action—Why TYIK Had to Be Built

By Aidan Koross, Founder of TYIK

I didn’t build TYIK because everything in my journey went right. I built it because of everything I took for granted—and the people who stood by me anyway.

I trained at John Newcombe Academy, one of the top tennis institutions in the world. I had access to elite coaching, top-tier facilities, and a strong support network. My parents made sacrifices, my coaches believed in me, and my friends stuck by me. But I didn’t always show up as the athlete—or person—I could’ve been. I took opportunities for granted, assuming there’d always be more.

Years later, while coaching, I began to understand just how rare those opportunities were. I saw talented players who couldn’t afford shoes or tournament travel. I saw brilliant coaches leaving the profession because they couldn’t support their families. And I realized:

Everything that was done for me, I needed to do for others—on purpose, and on a larger scale.

Gratitude and Regret: The Fuel Behind TYIK

Without my community, I wouldn’t be here. But too many athletes don’t have that kind of support. Too many coaches pour everything into their players and still can’t make ends meet.

That disconnect became the seed for TYIK.

Named after Tyche, the Greek Goddess of Fortune, TYIK exists to transform fortune into purpose.

It’s a promise: If we can build a system where every product sold and every partnership formed directly supports athletes and coaches—we can make access the norm, not the exception.

The TYIK Model: Turning Commerce into Impact

TYIK isn’t just a clothing brand or supplement line—it’s a movement powered by partnerships, products, and purpose. We collaborate with trusted, high-performance brands in:

• Apparel & Footwear (like Rhone and Oofos)

• Supplements & Hydration (like Trulabs)

• Sports Tech & Equipment (like Vizual Edge and Masters Athletics)

Together, we co-create and promote high-quality gear that athletes and coaches actually use—and every sale fuels the mission.

Here’s how it works:

• Up to 50% of profits go toward funding athletes and coaches.

• Affiliate coaches and athletes earn commissions by promoting and selling TYIK and partner products.

• Fans and supporters can shop online, follow their favorite athletes, and buy branded gear that directly supports their journey.

Whether it’s a TYIK hoodie with a custom athlete logo, a performance hydration kit, or a recovery shoe—every product helps power a dream.

Support for Both Sides of the Game

For Athletes:

• Financial aid for training, travel, and competition

• Custom merchandise through our Identity Project, allowing athletes to build and profit from their personal brand

• Access to the best gear and nutrition through our brand partners

• Career mentorship and post-competition job placement

For Coaches:

• Affiliate income for recommending products they already believe in

• Stipends and bonus programs to reward long-term support

• Brand visibility and leadership roles within the TYIK community

• Tools, automation, and AI resources to optimize training and reduce admin burdens

The Bigger Vision: A New Kind of Sports Ecosystem

We started in tennis because it’s where I lived my story—but TYIK is expanding into individual sports where the need is just as urgent: golf, track & field, MMA, and pickleball. Sports where talent runs deep, but the support doesn’t.

Through our partner ecosystem, donor-advised fund (JUST WATCH DAF), and affiliate marketing platform, TYIK creates a circular economy of empowerment. Every player, coach, donor, and customer fuels the next chapter.

This is more than business—it’s a social model for sport.

From Privilege to Purpose: What TYIK Means to Me

If I’m honest, TYIK is my way of saying thank you—to the coaches who believed in me when I didn’t believe in myself, to my parents who made it possible, and to the athletes who showed me what real dedication looks like.

It’s also my way of paying that forward, at scale. So no athlete gets left behind because of money. So no coach has to choose between passion and livelihood. And so every purchase, post, and partnership means something bigger than the product.

“Just Watch” isn’t a slogan. It’s a mindset. A challenge. A belief that when we act with purpose, we can transform sports—and lives.

Want to Make a Difference? Here’s How:

• Buy TYIK Products: Every purchase funds athlete development

• Join Our Affiliate Program: Earn commission and support your network

• Donate to the JUST WATCH Fund: Help eliminate financial barriers for underrepresented athletes

• Follow and Share: Amplify the stories of our athletes and coaches

🔗 Learn more and get involved at tyikjustwatch.com

Who helped shape your journey?

Tag them. Thank them. Pay it forward