From Locker Room Conversations to Business Ventures: How Lugg Created a Real Estate Company for Athletes
Author: Marshall King
Josh Lugg – Offensive Tackle and MSBA Student
Lugg Tackles the Issue and Finds a Solution
A lot of conversations in the Notre Dame football locker room led to a business opportunity for Josh Lugg and others.
The offensive guard on the football team heard teammates who had transferred to Notre Dame talk about their need for housing near campus. More than a dozen players came to campus in January needing housing. On-campus options are less enticing to older students and athletes would welcome spaces for recovery and nutrition like they have in athletic facilities on campus. Meanwhile, rental prices in some spots near campus are rising.
Some players talked about their parents’ need for housing near campus, particularly on game weekends when demand is high.
Lugg and other student-athletes started a real estate company owned by and created for athletes. They bought their first properties this spring and are looking at other opportunities.
From Football to Business
Josh Lugg in Action on the Field
All this was happening as Lugg was finishing his Master of Science in Business Analytics degree and awaiting the National Football League draft. He was undrafted but has signed a three-year contract to play for the Chicago Bears. As he starts his pro career, he’s also creating a company that lasts far longer than any time in football pads. He wants to fulfill his goal of being a real estate investor who gives back to the Notre Dame community.
He honed that idea in the Customer Engagement Analytics class that was part of his MSBA program. He prepared and delivered a presentation on a professional brand in which he would be that kind of businessman. He studied real estate and housing data and also used his personal experience of living in a neighborhood near campus for the last several years. He became close with his neighbors and helped them with their lawn work if needed. They in turn cheered him on as he played football. “We talk about Notre Dame being a force for good in the world. If you’re going to be a force for good, we believe you need to be physically present to do so,” he said.
Three professors helped Lugg assess market trends, financial data, and how he and his partners could assure a great return on investment. Mike O’Malley, Brandon Erlacher, and Martin Barron were particularly helpful as teachers, he said.
His research assured him that creating a company around Notre Dame was a solid investment. Notre Dame’s brand and business are strong and Lugg felt confident that their investment would be safe. With a number of mentors, he and others proceeded with forming the limited liability corporation.
“I want to build a strong foundation where people can trust me to invest money and where they’re excited about the investment,” he said.
What’s Next for the Company?
During this spring’s Legacy Weekend, when 400 former football alumni were on campus, word spread of Golden Legacy Partners and Lugg was telling the story of how they’re working to create properties tailored for student-athletes.
The company is purchasing properties, signing leases, and starting operations. “We want to connect former student-athletes with current student-athletes,” he said. “Ideally we want to get to the point where we’re providing student-athlete housing on a large scale.”
Possibilities include properties to house families and perhaps families with interests in different sports seasons could share places.
This company is part of a growing trend of athletes looking to extend their personal brands and portfolios. NFL players are seeking wise investments. He is building a team with a board and mentors to grow this company.
“We hope to be able to say, ‘Look what we did. It’s a continuation of the locker room,’” he said.
