We Build Experiences That Make Every Athlete Feel Like a Pro
Why We Exist
We’ve entered a new era of sports. Athletes expect more than reps and drills. They want to feel like professionals—whether they’re 14 or 40.
That expectation is an opportunity.
Arlt Consulting Co exists to help sports businesses capture it—through innovative digital platforms, emotional storytelling, and strategic monetization models built around what athletes actually care about: recognition, purpose, and belonging.
What We Do
We partner with sports companies to help them scale by creating experiences worth paying attention to—and paying for.
Revenue Strategy
Monetization models rooted in experience, not just access.
We help you unlock value in the moments you’re already creating.
Digital Transformation
Platforms, apps, and flows that celebrate every athlete’s journey.
From AI-driven stats to video highlights—we turn data into a story.
Brand Experience & Market Positioning
Messaging and design that don’t just sell—they connect.
We make your brand feel essential in the lives of your athletes and customers
Our Founder
Alan Arlt built Ultimate Hoops on a single belief:
Everyday athletes deserve the same recognition as the pros.
That belief sparked a revolution in rec sports—full stats, highlight videos, national tournaments. Ultimate Hoops was acquired by Life Time, Inc. and scaled to over 30 markets across North America.
Today, Alan brings that same philosophy to Arlt Consulting:
If you make people feel like a pro, they’ll keep coming back.
That’s true for a 9-year-old volleyball player in L.A.
And it’s true for a 38-year-old rec league hooper in New York City.
Who We Work With
We partner with ambitious brands—emerging or established—who care about culture as much as conversion. We don’t do cookie-cutter playbooks. We design systems that move people.
If you’re ready to build a sports business that inspires, we’re ready to work.
ALAN’s CAReER Highlights
Founded Ultimate Hoops, Inc., a basketball company acquired by Life Time, Inc. after just 18 months, yielding an 18x return on investment.
Celebrating the Life Time, Ultimate Hoops and Timberwolves partnership with Life Time CEO Bahram Akradi and the NBA's Kevin Love.
Voted a Top Speaker at the Companies Inside Business Expo at the Minneapolis Convention Center.
Under the Ultimate Hoops brand, led the transformation of basketball at Life Time to a thriving multi-million dollar operation with 500 passionate team members.
Partnered with top NBA and WNBA players and coaches to deliver youth basketball camps and clinics.
Launched Ultimate Hoops Basketball Skills Training division in 2016 to meet market demand, create new revenue streams, deliver higher profit margins, and grow Life Time membership dues.
Produced high-demand annual Ultimate Hoops National Tournament events in Las Vegas and New York City with teams representing various markets.
In 2022, founded Arlt Consulting Co. to help other sports business entrepreneurs launch and grow their ventures.
ALAN In The Media
