Meet Kelly Cunningham, a coach who wears more than just one hat—he’s been a key player in the sports fundraising world for over 20 years. From cash-based sales of a single product to cutting-edge fundraising apps that simplify everything, Kelly has seen it all along his journey. When Kelly talks about joining Gold Athletics, he talks about his experience not only taking on a new job but also witnessing a game-changing transformation in how fundraising is done. With humor, humility, and a clear passion for helping coaches and teams, Kelly’s journey with Gold Athletics offers insight into how technology and teamwork can turn a job into a career you love. Spoiler alert: there’s a lot of time for family, flexibility, and even wearing shorts year-round!
Kelly Cunningham Recruitment Interview / All About Joining Gold Athletics
Can you share with us a fundraiser or Coach interaction that was “moving” or impactful to you.
"I don't really have one story that jumps out at me, but over the years, I’ve built strong personal relationships with the coaches I work with. All my coaches call me ‘Coach Kelly’ and some even tell their kids, ‘He’s one of the most important coaches we have because without him, we don’t get X, Y, and Z.’ It's a personal relationship. Coaches often ask about my family, my kids’ sports, and we’ve become friends, not just business clients. I remember during COVID when I was out of the industry building decks, coaches would reach out to check on me and see how things were going. So, it’s not just business—it’s a friendship."
Can you walk us through the process that led you to join Gold Athletics?
"Matt flew down to Virginia in 2018 or 2019 to meet me and my brother about potentially joining Gold Athletics. I had already been in the industry for about 20 years, but I liked the direction of what Matt was building with Gold Athletics. The technology, the office staff—it all made sense to make the switch. It wasn’t really an onboarding process for me since I already had my base of clients. It was more like just continuing what I was doing, but under the Gold Athletics name."
Were there unique aspects of onboarding with the GA team that stood out to you?
"Honestly, there wasn’t much of an onboarding process for me because I was already established in the industry. I didn’t go through the same steps as some of the newer guys. I already had my clients, and when I joined, it was a matter of just continuing to work with them."
Think about your reasons and motivators for joining the GA team.
"The biggest motivator for me was the technology. Gold Athletics' app is different from other companies, which all use similar platforms. The app made fundraising so much easier for coaches and kids. It was a big shift from what we did 20 years ago when we had one product and it was all cash-based. Now, with credit cards, text messaging, and the app, it’s much simpler. That was a big factor in my decision to join."
Were there specific opportunities or challenges at Gold Athletics that attracted you to the organization?
"The biggest challenge for me was learning the technology. I'm not a technology person—I don't use Facebook, Instagram, or any of that. But once I learned it, I was shocked by how easy it was. If I could figure it out, then I knew the coaches and kids could too. That gave me confidence that I made the right choice to join Gold Athletics."
Can you describe your initial impressions of the company culture and team dynamics at Gold Athletics?
"We’re a remote team spread across the country, and the company culture is great. The camaraderie that we try to maintain despite being spread out is really nice. The office staff has been a huge help. I used to do everything myself—merchandising, proofing, submitting for print, bundling cards—everything. Now, I have a support team, which has really lightened my load and allowed me to focus more on working directly with coaches, which is the best part of the job."
How did your role and responsibilities evolve during your initial months at Gold Athletics?
"My role hasn’t changed a whole lot since joining. I’ve always had a background in the clothing industry, and I helped introduce more apparel options to Gold Athletics—jerseys, uniforms, team stores. We’ve always done prizes, but I brought in more clothing options."
In what ways has working at Gold Athletics met or exceeded your expectations?
"It’s really the support from the office staff. I used to do everything myself, but now I have a team that handles a lot of those logistical details. It’s freed me up to focus on what I do best, which is talking to coaches and helping them with their fundraising. The work-life balance has been a huge benefit too. I get to spend more time with my family, going to my kids’ games, and being present for them."
Looking back, what aspects of the recruitment and onboarding process do you value the most?
"For me, it was the freedom and support I received. I already had my clients, and Matt just let me continue doing what I had always done, but now with more resources and support from the office."
What advice would you give to someone who is considering a career at Gold Athletics?
"You have to be a self-motivator. No one is going to check if you're at your desk at 8:30 in the morning. You need to be willing to put in the work, especially in the first two years, when you’re establishing yourself and building a name. But once you’ve built your client base, the flexibility is incredible. I’ve been able to go on my kids’ field trips, make them breakfast every morning—things I wouldn’t have been able to do in a more traditional job. If you’re willing to put in the work, it’s the best job in the world because of the balance it offers."
Kelly's story reminds us that success in sports fundraising is about more than just raising money—it's about building relationships, staying flexible, and embracing innovation. His transition to Gold Athletics freed up his time, allowing him to attend every one of his kids’ field trips and games, all while doing what he loves most: helping coaches. Whether you're a seasoned fundraising pro or just thinking about joining the team, Kelly’s experience is proof that with the right support and motivation, you can find both success and balance in your career. Plus, who wouldn’t want a job where shorts are the official uniform?
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