About Us

Six men in business attire standing on stadium stairs with a soccer field in the background.

Empowering Sports and Entertainment Sales & Service Teams

Founded on the belief that excellence is achieved through preparation, innovation, and leadership, Hustle Inc. exists to help organizations thrive in the fast-paced, performance-driven space of professional sports & entertainment. We provide results-oriented solutions and deliver a partnership that gives you the tools, habits, and strategies to remain ahead of the competition.

Specific Industry Expertise

We have a profound understanding of the culture within sports organizations, esspecially the NFL, and we recognize their distinct challenges and strengths.

Proven Results

With years of experience helping teams optimize processes, grow revenue, and develop leaders, our solutions are built on measurable success.

Data-Driven Insights

Our recommendations aren’t guesswork, they’re backed by analytics and real world experience as a former team executive and sales coach.

Client Focused

At Hustle Inc., it’s never about us; it’s all about you! Your success is our top priority.

The Vision

At Hustle Inc., we believe in the power of strong leadership and effective sales teams to transform organizations. Through customized coaching, consulting services, and hiring/onboarding solutions, we help you build teams that are high-performing, resilient, and ready to break records.

Our Impact

Partnering with us means accessing advanced sales strategies and working with experts who truly understand your challenges. Whether it's boosting ticket sales, increasing employee performance, or developing leaders, our aim is to enhance your capabilities and growth.
"I can’t say enough about how valuable Dennis and the Hustle team have been for us."

"I can’t say enough about how valuable Dennis and the Hustle team have been for us. Over the past 18 months, they’ve played a huge role in elevating our premium, new business, and service groups. Not just through training, but through genuine partnership, consistency, and a clear understanding of how to drive behavior that leads to results. The impact on our team’s confidence, structure, and overall approach has been tremendous. We truly value the relationship and consider Hustle an extension of our internal leadership -we’ve integrated their work into our sales culture and day-to-day. I’d absolutely recommend their training to any team looking to sharpen their process and raise their standard. "

Mike Judge
Vice President, Ticket Sales & Service- Cleveland Browns
"The follow-up support from Dennis as more of a coach versus a trainer is the differentiator for us here in San Jose. If you’re exploring, I’d absolutely recommend Dennis and Hustle, Inc. "

"Hustle Inc and Dennis joined us just before the start of the hockey season for an incredible multi-day training with our Premium and New Business Development teams, and I can confidently say the sessions were some of the most actionable and energizing we’ve had. Dennis’ approach is practical, built around real sales scenarios, which based on feedback from team really resonated. More importantly, he took the time to understand our market, slow down and allow for mistakes to be made and improved upon with a junior team, which made the training feel tailored and less intimidating. Since the training, we’ve seen sharper outbound communication, and a noticeable lift in confidence and consistency. The follow-up support from Dennis as more of a coach versus a trainer is the differentiator for us here in San Jose. If you’re exploring, I’d absolutely recommend Dennis and Hustle, Inc. "

Tim Martin
Vice President, Premium Sales & Service- San Jose Sharks
"Working with Hustle Inc has been a tremendous asset to the Columbus Crew ticket sales & service teams."

"Working with Hustle Inc has been a tremendous asset to the Columbus Crew ticket sales & service teams. From day one, they demonstrated a deep understanding of our brand, our story, and the standards we strive to uphold. They delivered outstanding work while making the process collaborative, efficient, and enjoyable. Our teams felt fully supported, and the final product exceeded expectations. What impressed us most was their ability to translate our vision into clear, actionable solutions that elevated both our internal operations and our fan-facing experience. Their responsiveness and partnership mindset made them feel like an extension of our own team. The results speak for themselves: improved supporter engagement, streamlined initiatives, and a higher standard across our sales and service arm. Hustle Inc has been a valuable partner, and we look forward to building on this momentum"

Adam Green
Vice President, Ticket Sales & Service- Columbus Crew
Smiling man with short brown hair wearing a navy blue suit, white shirt, and light blue tie, against a gray background.

Our Founder

Dennis Fryer, known across the sports industry as “Denny Hustle,” is the founder of Hustle Inc.—a name inspired by his early-career reputation for relentless energy and performance in ticket sales. With more than 16 years of experience across the NFL, NBA, NHL, WNBA, MiLB, and collegiate athletics, Dennis has built a reputation as a trusted voice in sports sales strategy and revenue leadership.

Dennis understands the unique dynamics of professional sports organizations, where culture, performance, and leadership intersect. His experience allows him to work closely with teams to strengthen sales execution, develop leaders, and elevate revenue performance through practical, real-world coaching. Based in North Carolina, Dennis partners with organizations nationwide, delivering hands-on consulting, coaching, and leadership development. Through Hustle Inc., he remains committed to helping teams raise their standards and achieve measurable results.
Our Philosophy

"The Hustle Way"

Coaching Like an Athlete

Just as professional athletes dedicate time to coaching, refining skills, analyzing performance, and recovery, your sales teams equally need strategic coaching that prioritizes:
Consistent Learning: Making coaching part of everyday workflows.
Real-Time Feedback: Offering clear and actionable insights to empower team development.
Space to Reflect and Grow: Creating intentional time for recovery, reflection, and individual improvement, ensuring long-term performance.

We Train Coach

Coaching for us is about empowering individuals to reach their full potential. We focus on guiding people with respect and empathy, helping them work more effectively. Our approach fosters empowerment through language that drives engagement and motivates change.

01

Professional Yet Approachable

We maintain professionalism while being approachable, combining authority with a supportive style. This personal connection allows us to bypass 'boardroom' formalities and discover effective strategies for your team, using a tone that inspires action and ignites ambition.

02

Relentless Productivity

We stay ahead by crafting strategic solutions tailored to leadership and sales teams. Our focus, dedication, and precision deliver exceptional results, setting new standards of excellence for our clients and ourselves. We inspire organizations to dream bigger and pursue continuous growth.

03

Passion for Sports

Our expertise is rooted in the sports and entertainment industry. We understand the culture and complexities of professional sports organizations, collegiate athletics, and entertainment venues, allowing us to quickly grasp your challenges and deliver practical solutions that drive results.

04
The Hustle Way

Your trusted coaching partner in sales and service—helping teams raise the standard and sustain performance.

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