Frank Fiume turned a backyard dream into a national phenomenon. As founder of i9 Sports, he built the country’s largest youth sports franchise, reaching more than 5 million kids across 41 states, and later sold the company in a nine-figure deal.
From building i9 in a Brandon living room to redefining his purpose after selling it, Fiume shared hard-won lessons on leadership, legacy and why “rewiring” matters more than retiring.
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At TBBW’s CEO Connect, presented by American Cancer Society, BankUnited, Outlier Sports Marketing Agency for The Annika, William Stanley Group, and Skechers World Champions Cup, Fiume joined Publisher and CEO Bridgette Bello for a candid conversation about what comes after success.
Bello: You’ve been our cover star for September. How has that experience been for you?
Fiume: Honestly, it’s been surreal in the best way. When you’re building a business, you’re in the trenches, long hours, constant decisions, rarely pausing to look up. Seeing my story in print made me reflect on the full journey, the good, the grind, the lessons. What’s moved me most has been hearing from families whose kids played in i9 Sports. They tell me how the program changed their child’s confidence or gave them their first positive experience in sports. That’s what it was always about. So this experience wasn’t just recognition, it felt like a full-circle moment.
Bello: You built i9 Sports from a weekend softball league into the nation’s largest youth sports franchise. What truly drives scalable growth?
Fiume: The key to scaling is understanding what you’re not good at. People think growth comes from vision or hustle, but the truth is, it comes from humility. I learned early that I couldn’t do everything. The real breakthrough came when I hired someone whose strengths filled my weaknesses. Most entrepreneurs make the mistake of hiring people who look and think like them because it feels comfortable. You need people who challenge you, who complement you, who think differently. Building that kind of team allows the company to evolve beyond you, and that’s when it becomes scalable.
Bello: You sold i9 for more than $100 million, but in interviews, you’ve said that moment wasn’t purely joyful. Why?
Fiume: Because success without purpose feels hollow. Everyone imagines that selling your company is the ultimate win, freedom, wealth and validation. But nobody talks about the emptiness that can follow. The day I sold, I sat in my garage and cried, not because I was sad about the money or even relieved. I cried because it hit me that an entire chapter of my life was closing. My identity was so tied to the company that when it was gone, I didn’t quite know who I was anymore. That’s something a lot of founders underestimate. You pour your soul into something, and when it’s gone, you have to rebuild yourself.
Bello: How did you navigate that emotional transition, from leading a fast-growing company to figuring out what’s next?
Fiume: I had to completely rewire my mindset. I call it “rewiring” instead of retiring because you’re not done, you’re just recalibrating. For a while, I was restless. I missed the rhythm of leading, the camaraderie, the daily problem-solving. But I also knew I couldn’t jump into something just to fill the silence. So I gave myself permission to slow down and learn again. Most founders rush into bad investments or new ventures too quickly. I didn’t want to do that. I wanted my next chapter to have intention, not impulse.
Bello: You once wrote a love letter to your business that turned into a breakup letter. What did that teach you?
Fiume: That was one of the most powerful things I’ve ever done. My life coach suggested I write a love letter to i9, and I resisted it at first. It felt weird. But when I finally sat down to write, something shifted. I started with gratitude for the growth, the relationships, the lessons. Halfway through, the tone changed. It became a goodbye. I realized I loved the company deeply, but we were both ready for something new. It was like writing to an old friend you’d outgrown. That letter gave me peace. It allowed me to let go without resentment or guilt. I recommend that every entrepreneur try it. You might be surprised by what you learn about yourself.
Bello: You launched and grew i9 during the Great Recession. How did you keep the business thriving in a downturn?
Fiume: I refused to let fear run the company. In 2008, the headlines were all doom and gloom. I remember thinking, if I start believing this, I’ll make it true. So instead, we focused inward. Our franchisees were struggling to keep up with customer calls and marketing, so we centralized customer service. It was controversial at first, but it freed up local owners to do what they did best: build community relationships. That decision turned out to be a catalyst for growth. I tell entrepreneurs this all the time: when the economy gets tough, it’s not the strong who survive, it’s the ones who stay proactive. Tough times expose weak companies, but they sharpen great ones.
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Bello: Franchising can look glamorous from the outside. What’s the reality behind it?
Fiume: It’s hard work. There are about 4,000 franchise brands in the U.S., and every year about 400 start while another 400 shut down. The industry isn’t growing, it’s churning. Only about 16% of brands ever reach 100 locations. So if you’re in franchising, understand that it’s a marathon, not a sprint. It requires incredible consistency, training, systems, brand control and support. You have to care more about your franchisees’ success than your own profit. That’s how you build trust, and trust is the true engine of franchising.
Bello: You now mentor founders through your Emerging Franchise Brands podcast. What inspired that shift?
Fiume: When I sold i9, I realized there was a huge gap in support for early-stage franchisors. Nobody was shining a light on their struggles or helping them build sustainable systems. So I created the podcast to feature those voices and show the reality behind the dream. It’s not just about business, it’s about people, perseverance and purpose. I want to be the mentor I wish I’d had in those early days.
Bello: If there’s one message you want Tampa Bay’s business community to take away from your story, what would it be?
Fiume: Don’t define your worth by your company’s success. Build something that matters, but remember that who you are is bigger than what you do. Success isn’t about the number of zeros in your bank account. It’s about alignment, doing work you love, surrounding yourself with people who make you better, and having the courage to evolve. And when it’s time to let go, let go with gratitude. Write that love letter. It might just be the start of your next great chapter.
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