Aaron Locks
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Raised by a single mother in the 1960s, Aaron Locks learned early the impact a great coach can have on a child’s life. He remains grateful to the coaches who stepped in, became role models, and helped shape his future. For more than 40 years, he has dedicated his life to helping young people grow through sports. From learning under legendary coach John Wooden to working with organizations like the Golden State Warriors, Los Angeles Lakers, San Francisco Giants, and Oakland Athletics, his belief has never changed: sports are one of the most powerful life-skill teaching tools on the planet. That mission has helped him build programs that have impacted more than one million kids across America.
Today, as Founder and CEO of the National Academy of Athletics, he leads one of the nation’s fastest-growing youth sports franchise organizations. Through the Talk. Teach. Play.® methodology and the Bring Back Rec initiative, he partners with schools, cities, and Parks & Recreation departments to create affordable, engaging sports opportunities for kids. Through franchising, he helps purpose-driven entrepreneurs build businesses that make a lasting impact in their communities. As youth sports participation declines and local resources become stretched, he believes the solution is simple: get more kids playing, more often. When sports remain a source of joy, friendship, confidence, and connection, kids thrive, businesses grow, and communities grow stronger.
IN THIS EPISODE YOU'LL LEARN:
- That youth sports build essential life skills like confidence, teamwork, leadership, and resilience.
- How daily physical activity supports children’s mental, emotional, and physical well-being.
- Why declining recreational sports access is reducing youth participation across America.
- How schools and cities struggle to sustain programs amid staffing shortages and budget cuts.
- How public-private partnerships help restore affordable, community-based youth sports programs.
- Why the Bring Back Rec movement expands access and removes barriers for young athletes.
- That sports should prioritize fun, friendship, and development over early specialization pressure.
- How a single coach or mentor can transform a child’s confidence and life trajectory.
- Why community collaboration creates lasting opportunities and stronger support systems for kids.
- How investing in youth sports today builds healthier children and stronger future communities.
about the show
Next Level CEO is a high-impact business educational series hosted by Daymond John, designed to spotlight the world’s most elite and insightful entrepreneurs.
In each episode, Daymond’s handpicked expert CEOs, founders, and industry leaders who’ve built powerful brands, scaled successfully, and led with vision, share their story and expertise. From disruptive startups to billion-dollar empires, Next Level CEO gives viewers a front-row seat to the real strategies, mindset shifts, and leadership moves behind business excellence.
This is what works.
It’s a rare look inside the minds of those who’ve actually built something that lasts.
Whether you’re an entrepreneur looking to grow, a business owner ready to level up, or a leader who’s hungry to learn from the best, Next Level CEO delivers the playbook from those who’ve already won.
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