Beyond the Game: How Madison Schulz Builds Athletes’ Lives Off the Field

by Brylea Smith | March 30 2026

On any given day, Madison Schulz might be drafting a long-term brand strategy or planning last-minute travel requests from across the country. No day ever looks the same, but that is where she thrives. 

As Vice President of Athlete Management and Media Relations at Ecos Group, Schulz is used to operating behind the scenes, often not thought of, but crucial to everything her clients do. She is the one who makes sure all the moving pieces are in place so that all her athletes have to do is show up and do what they do best.

Before Ecos Group, Schulz started her career working various internships, from golf courses to minor league teams, before eventually working for her alma mater, the University of Arizona, as a Community Relations and Special Events Intern. There, she would meet a high-profile athlete and act as his liaison for the weekend. 

That weekend was when everything would change. Working closely with an athlete made her realize that she didn’t want to work with a sports team, but rather work with athletes directly and be able to form personal relationships that last beyond their careers. 

“Being his point person for everything day-to-day showed me how much I loved managing all the moving parts behind the scenes,” Schulz said. “That’s when I realized that this was the industry I wanted to build my career in, supporting professional athletes directly and helping them succeed both on and off the field.” 

After graduating from Arizona, Schulz found herself working in advertising before finding herself back in sports. From there, she found herself in Public Relations, marketing, and business management roles across a couple of agencies. Each role allowed her to gain different experiences across different sectors of the industry, allowing her to find where she belongs. 

In June of 2024, she would land her current job at Fortify Management Group, now Ecos Group. What drew her in was the opportunity to work with founder Daniel Gresham.

“We both came from similar backgrounds in terms of how we manage and support athletes, and I knew that by combining our approaches and experiences, we could create something truly impactful,” Schulz said. “There was a shared vision and trust there that made it feel like the right move.”

In her role, Schulz’s days rarely follow a strict schedule, adapting to what each day brings her. She also has to work closely with her clients, which means she needs to build trust and create a space for open communication. She prides herself on treating her clients like family, and luckily, that aligns with ECOS Group’s ideals as well. A lot of decisions in the fast-paced industry need to be made quickly, and in order for her to act on her clients' behalf, she has to understand their values and goals.

“People see the PR and brand side, but they don’t always realize how involved I am in the day-to-day,” Schulz explained. “There are moments where I’m handling things that have nothing to do with PR or Branding, just making sure my clients’ lives are running smoothly. You have to be ready for anything, at any time.”

When finding brand deals for her athletes, Schulz looks for something authentic to each person. It’s about telling stories that are real, not putting on a fake persona.

“Performance will always speak for itself, but what really connects with people is their personality, their values, and what they care about off the field,” Schulz stated. “I focus on building a narrative that feels authentic, whether that’s their journey, their community impact, or the things that drive them, so their brand has depth and longevity.”

Her clients are professional athletes, but that is only a part of who they are. These opportunities that she finds give them the chance to continue to grow with a curated brand and identity long past their playing career. 

While most of her job is based around public relations, there are moments in which she is just trying to make sure that her clients’ day-to-day lives are running smoothly. That’s something that she finds most rewarding: being able to be trusted enough to take some weight off her clients' shoulders.

“I take pride in making their lives easier day-to-day, handling the details behind the scenes so they can focus on what they do best,” Schulz said. “Knowing I’m helping them thrive both on and off the field is incredibly fulfilling.”

What allows Schulz to keep going is her genuine love for her job. “Every day I get to help athletes grow their brands, manage their careers, and make an impact, and seeing the results of that work keeps me excited,” she said. “Even when the pace is intense, I’m energized because I know I’m making a difference in my clients’ lives.”

Being able to take up space in the sports industry is possible for Schulz because of the many women before her. Because others have broken barriers and advocated for equality, she is able to do what she loves daily. 

A positive change she has noticed throughout her career is the sheer number of women who hold leadership and management roles. Women’s voices matter across every department, and it is encouraging to see more women believe that they deserve to be in this industry. However, there is still room to grow, but it is heartening to know the industry is moving in the right direction.

For those who are looking to break into the industry or are trying to navigate it, she leaves this piece of advice: “This is a fast-paced, sometimes cutthroat business, and the key is not to take things personally. Decisions, negotiations, and challenges often have nothing to do with you as a person. Once you internalize that, you can focus on doing your job at a high level, staying strategic, and building strong relationships without getting weighed down by every setback or criticism.”

The spotlight rarely finds Schulz, and that’s by design. She thrives in her preparation and trust with her clients. Planning all the little details that no one else sees. And when everything comes together, she is already planning the next thing, making it happen all over again.