For decades, college athletes were prohibited from receiving financial benefits related to their brands. This changed following legal challenges and growing demand for reform, culminating in the NCAA’s landmark policy updates in 2021, which allowed student-athletes to profit from their name, image, and likeness (NIL). The evolution continued in 2025 when the NCAA lifted additional restrictions, permitting athletes to secure NIL deals even before their official college enrollment. Amid these changes, YOKE was founded in 2020 by two college athletes and a passionate sports enthusiast. Recognizing the potential for student-athletes to connect directly with their fan base, the founders created a platform to help athletes monetize their NIL rights in an inclusive and grassroots manner. Their vision led to the creation of the NIL Club app, designed to enable athletes at all levels to maximize their earning potential and strengthen their relationships with supporters. The NIL Club platform is now trusted by thousands of college and high school athletes. It empowers participants to generate recurring income by sharing exclusive content and experiences with fans. Over 20,000 teams and groups have joined, representing 250,000 students who have collectively earned more than $16 million to date. The system is structured for compliance and transparency, supporting both athletes’ financial goals and their academic and athletic priorities. Fans participate by subscribing to their favorite NIL Clubs, gaining access to unique content that offers a candid look into athletes’ lives, routines, and personalities. These memberships, billed monthly, enable fans to support their teams and favorite athletes directly, while fostering a closer and more personal connection. The content is varied and often more genuine than what’s typically found on social media, featuring daily routines, reactions, campus stories, hobbies, and personalized messages. Proceeds from fan subscriptions are pooled and distributed equally among all active NIL Club participants on each team, creating a fair system where every athlete benefits regardless of their fame. NIL Clubs are managed by the athletes themselves, who oversee membership, participation, and engagement within the app, furthering transparency and accountability. High school athletes have also begun joining NIL Clubs, with legal review ensuring state rules are followed and parental involvement providing guidance and oversight. The high school model welcomes students from all extracurriculars, fostering early financial literacy and entrepreneurial skills while safeguarding against inappropriate compensation for athletic performance. Recently, the NIL Club has expanded to include partnerships with national brands. Companies like LoveShackFancy and SoFi are collaborating with athletes to create content and campaigns, offering additional opportunities for student-athletes to monetize their brand and expand their professional experience.