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Passion & enthusiasm are what create lasting commercial value.
True Enthusiasm advises and supports owners, investors and leadership teams on how to build passionate audiences and turn them into long-term business value.
Led by former senior executives from Red Bull, the Olympics, NFL, Fox Sports, Sky, America’s Cup and the Super Bowl.
See our approachLasting businesses are built on genuine enthusiasm.
The people who own, run and invest in sports and entertainment.
Sports
Teams, leagues, federations and college properties.
We help turn viewers into enthusiastic fans, build loyal communities and maximize revenue.
Entertainment
Publishers, creators, studios and distributors.
We help identify, build and reach the widest audiences possible, and design the right commercial model.
Live Events
Festivals, organizing committees and host cities.
We build commercial strategies for events and the partners who activate around them.
Brands
Brands looking to use content and sports to grow.
We help brands figure out how to turn their customers into passionate advocates, by creating partnerships, experiences and owned IP that build real connections that sustain long-term loyalty.
Investors
Funds, family offices and ownership groups.
We give you an owner’s view at key decision moments, before you invest in any of our core areas, and help management deliver the plan.
Five questions behind
every engagement.
We can work with you from start to finish, or step in at the stage you need. Every engagement starts with one belief: success comes from finding and building around something that people can get genuinely excited about.
What makes you different?
We define the identity, brand and rights around which you build, and what it will take to stand out.
Who will care, and how do you reach them?
We size your potential audience and shape the storytelling, content and experiences that turn casual followers into true fans.
Where does the value come from?
We size and prioritize every revenue stream (sponsorship, ticketing, premium experiences, merchandise, licensing and media, or the direct revenues that truly drive a brand) so effort goes where the value is highest.
What do you need to deliver it?
We identify the teams, capabilities, technology and partners you need, so you invest once the model is proven.
What does success look like?
We align owners and management on the end goal, the timeline for returns, and the capital required to get there.
Ways to
work with us
Every engagement is shaped around what you need. Most take one of five forms.
Strategic Review
A focused look at one or more of the five questions, giving you a clear view of where you stand and what to do next.
End-to-End Partnership
We work with you from strategy through to execution.
Embedded Leadership
We step in to lead a function, such as marketing, partnerships or commercial, while you build or hire the permanent team.
Due Diligence
Commercial due diligence for investors on sports and entertainment deals, giving an owner’s view of the risks and the upside.
Investment
Through our partnership with Present Ventures, we can deploy capital in the right situations.
We structure our engagements to reflect the value we create and, where it makes sense, we can share the risk to share in the upside.
Motor City Golf Club
Motor City Golf Club (MCGC) is TGL’s first expansion team and part of WTGL’s inaugural season, bringing Detroit to an innovative team golf format at the SoFi Center in Florida.
True Enthusiasm has helped shape the club from its initial bid through preparations for its late-2026 debut, leading marketing and media strategy and execution from the outset.
Brand & Identity
We developed the core proposition and positioning behind the winning bid, then translated it into the club’s brand and team identity. This created the foundation for its commercial and marketing model, with a clear focus on building a loyal Detroit fan base for a team competing outside the city.
Audience & Fan Strategy
We designed an audience and marketing strategy to maximize the club’s commercial opportunities, placing its professional players at the heart of an MCGC membership model for people who love golf and love Detroit.
Marketing & Media Execution
We lead the planning and delivery of the club’s marketing activity, spanning content, events, activations and membership growth, turning the strategy into a consistent presence for the club and its fans.
Who we are
True Enthusiasm is led by Brian Lenz and Brent Kocher in partnership with Present Works. Together, we pair senior strategic leadership with the capability to deliver, so we can shape the plan and help put it into action.
Brian has spent 25+ years building media, sports and content businesses across four continents. He has led product, content and innovation at Red Bull, Fox Sports, Sky and Astro, and knows what it takes to scale an audience into commercial success. He has led or been part of the launch of numerous new businesses, strategic partnerships and joint ventures.
- Venture Partner, Present Ventures
- VP, Sports Network North America, Red Bull
- Chief Product & Content Officer, Kayo Sports and Binge (Australia)
- Chief Innovation Officer, Astro Malaysia
- Content, product and innovation leadership at Sky and Virgin Media (UK) and Astro (Asia)
- Strategic advisor to VCs and startups for the last decade
Brent has 25+ years of commercial leadership across sports, entertainment, technology and media, in CRO, CMO and SVP roles at leagues, teams, agencies and platforms. His work has spanned the Olympics, Super Bowls, America’s Cup, NFL International and Street League Skateboarding, always with a focus on turning audience engagement into revenue.
- GM, ISG (Sydney Olympic Host City Program)
- VP Marketing, Super Bowl XXXVIII
- SVP of Marketing & Partnerships, X PRIZE Foundation
- VP of Marketing, 34th America’s Cup
- CCO/CRO Realife Tech & Komo Tech
- Strategic advisor to multiple start-ups and properties
Present Works builds and owns specialist businesses across sports, entertainment and culture. Founded by Kit Hawkins and Vansa Chatikavanij, it partners with experienced entrepreneurs, bringing commercial relationships, shared resources and capital to help their businesses grow.