Boutique Brand & Lifestyle Consultancy
The AJ Standard partners with athletes and international brands to navigate U.S. and global opportunities through bespoke brand and strategic advisory.
Who We Work With
Professional and emerging athletes seeking strategic brand development and long-term career positioning.
Athletes (U.S. & International)
International Athletes & Entities Entering the U.S.
Advisory support for individuals and organizations navigating U.S. pathways, cultural expectations, and professional opportunities.
International Businesses & Brands (SMEs) Scaling Globally
Small to mid-size enterprises expanding across markets and seeking brand clarity, strategic positioning, and sustainable growth.
What We Do
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![FIA, WEC, Motorsports consulting]()
Sports Consulting & Career Strategy
Sports consulting centered on you as a whole person—not just your stats or results. The AJ Standard supports athletes with career strategy, image and lifestyle consulting, and thoughtful guidance around major decisions and transitions in and beyond sport.
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![NIL, student-athletes, NIL athletes]()
NIL & Student‑Athlete Advisory
Guidance for student‑athletes and families on NIL decisions, brand partnerships, and long‑term reputation, ensuring opportunities align with eligibility, academics, and the athlete’s broader career goals.
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![Team of consultants working together in a focused, strategy-driven environment.]()
Brand & Market Entry Consulting
Strategic consulting for brands entering or expanding within the United States and other key global markets, with a focus on positioning, cultural context, and sustainable long‑term growth.
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![Leadership skills, high performers, performance coaching, undergraduate leadership training, management consultant]()
Performance & Mindset Coaching
This work is future‑oriented and performance‑driven, and it is not psychotherapy or a substitute for mental health treatment. When clinical support is appropriate, The AJ Standard collaborates with and refers clients to licensed sports psychologists and mental health professionals in our network.
The Mission
The mission is to support athletes, businesses, and organizations facing challenges in a world driven by sports and business through strategic brand and lifestyle advisory.
The Vision
To be a leading global consulting partner bridging generations, cultures, and industries of people who inspire and impact communities.
Discipline
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Authenticity
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Respect
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Transparency
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Stewardship
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Discipline 〰️ Authenticity 〰️ Respect 〰️ Transparency 〰️ Stewardship 〰️
Bridging performance & purpose through strategy, discretion, and long-term brand development.