Trying to stay on top of the Name-Image-Likeness market for college athletes is just brutal. That marketplace is more complex than reading Shakespeare in ancient Greek while juggling on 1 foot. I suppose it takes someone like Lyle Adams, the CEO of Spry, to not only make sense of it all, but to build a product that can help others make sense of it all, too. A former D1 college soccer player, Adams knows first hand the hurdles that NIL and it’s ever changing rules and regulations present to athletes and administrators. As a problem solver who was an early Uber employee, he also saw how technology can help remove these same obstacles. In our conversation, Lyle and I talk about the creation of his company Spry, his soccer career, his transition from being an athlete to working for technology start ups, and where he sees both the opportunities and challenges for name image likeness. He’ll also reveal why your most interesting Uber ride will probably never match his.

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