Beyond the Endorsement: Ryde: and Baylor Forge a New Path for Athlete Career Development

WACO, TX – February 24, 2026 – In a move that signals a significant evolution in the Name, Image, and Likeness (NIL) landscape, functional wellbeing brand Ryde: has announced a comprehensive partnership with Baylor Athletics. The collaboration moves beyond traditional endorsement deals to create a multi-faceted program focused on professional development, hands-on corporate experience, and authentic brand integration, aiming to prepare student-athletes for life after sports.

This initiative, dubbed the Ryde: Collegiate Program, builds upon a smaller brand ambassador program the company piloted at Baylor in 2025. Now, it expands into a holistic, 360-degree model designed to position student-athletes not merely as influencers, but as campus leaders and future professionals.

A New Playbook for Athlete Partnerships

The partnership is structured around four distinct pillars that differentiate it from the often transactional nature of many NIL agreements. First is the NIL Development Series, a curriculum of marketing and professional development sessions. Here, athletes receive training in skills often underrepresented in their traditional development, such as building an authentic personal brand, crafting content strategy for platforms like TikTok, and understanding how brands evaluate potential partnerships.

"The Collegiate Program is our way of supporting college athletes beyond sport - as college students, creators, and future professionals," said Andre Denischuck, General Manager for Wellness and Stimulation USA at Ryde:. "Our goal is to give them real tools, real experience, and real opportunities that extend far beyond the field."

This educational component is paired with formal NIL Athlete Partners, where Ryde: has signed athletes including Tenly Khun (Pole Vault), Tyler Honeyman (Track & Field), Tiriah Kelley (Track & Field), and Lawrence Owens (Acrobatics & Tumbling). However, the program's most innovative element may be its College Athlete Internships. Three athletes will be selected for paid internships within key Ryde: departments, including Supply Chain, Digital Ecommerce, and On Premise, offering them direct experience in roles aligned with potential post-graduation careers. The program is rounded out by On-Campus Activations designed to immerse the broader student body in the brand experience.

Baylor University's athletic department views the partnership as a new benchmark for corporate involvement in collegiate sports. "The Ryde: Collegiate Program sets a new standard for how brands can authentically support student-athletes," said Haneen Rashwan, Director of NIL Administration at Baylor. "This partnership goes beyond traditional NIL by providing real education, hands-on experience, and professional development that prepares our athletes for life after sport."

Strategic Wellness in a Booming Market

Ryde:'s investment in Baylor is a calculated move within the rapidly expanding functional wellness sector. The global dietary supplements market was valued at over $200 billion in 2025 and is projected to nearly double by 2033, driven by a heightened consumer focus on health, preventative care, and performance. Sports nutrition is a key growth engine within this market.

By targeting student-athletes, Ryde: is embedding its products - like its ENERGIZE, FOCUS, and RELAX 2oz shots - into the daily lives of a core demographic. These students, balancing demanding academic and athletic schedules, represent the ideal user for products designed to support energy, mental clarity, and stress reduction. The partnership allows Ryde: to build brand loyalty with a new generation of consumers as they begin making independent purchasing decisions.

This strategy leverages the authenticity of student-athletes, who can speak credibly to their peers about the challenges of a busy lifestyle. By empowering them with marketing knowledge and professional experience, Ryde: aims to cultivate deeper, more genuine endorsements than a simple paid post could generate.

From the Field to the Front Office

For the student-athletes involved, the program offers a rare opportunity to build a professional resume while still competing at a high level. While many NIL deals provide financial compensation, few offer a direct pathway into corporate America. An internship in digital e-commerce or supply chain provides tangible skills and professional network connections that are invaluable for a post-athletic career.

This approach directly addresses a growing conversation around NIL: its potential to prepare athletes for a future where sports are not their primary source of income. Baylor has already been a leader in this space, having previously launched initiatives like the GXG program with Startup Waco for entrepreneurship and the Baylor NIL Exchange portal to connect athletes with businesses. The Ryde: partnership represents a powerful, corporate-led extension of this philosophy, providing a structured career development track within a single brand partnership.

Navigating a Complex Landscape: Safety and Scalability

A critical, often overlooked aspect of such partnerships is product safety and regulatory compliance, especially in the high-stakes world of NCAA athletics. The NCAA holds athletes under a strict liability policy, meaning they are solely responsible for anything they ingest, and a positive test for a banned substance - even from a contaminated over-the-counter supplement - can result in a loss of eligibility.

Recognizing this, Ryde: has secured Informed Choice certification for its products. This global quality assurance program tests supplements for over 285 substances banned in sport, providing a crucial layer of security for athletes. The certification involves rigorous product and manufacturing reviews, as well as monthly blind testing of certified products. This commitment to safety is essential for any brand seeking a credible, long-term partnership in collegiate athletics and mitigates significant risk for both the university and its athletes.

Ryde: has stated that the collaboration with Baylor is the foundation for a scalable national platform. The company plans to expand the Collegiate Program to other universities, blending NIL education, paid partnerships, and professional development into a replicable, athlete-first model. If successful, this comprehensive approach could influence how other national brands engage with college athletes, pushing the entire NIL ecosystem toward a more sustainable and developmentally focused future.