In an era where entrepreneurship is often measured by metrics and margins, Gregory Jones II has created something far more enduring—impact. As the founder of G2 Hoops LLC, he has transformed his love of basketball into a full-fledged sports marketing and athlete management company built on values, vision, and a deeply personal mission. Known for his commitment to developing young athletes on and off the court, Jones has become a trusted voice, a mentor, and an innovator. From navigating the emotional toll of loss to facilitating brand deals rooted in authenticity, Jones proves that true leadership isn’t just about wins; it’s about who you lift as you climb.
What inspired your transition from athlete to entrepreneur?
Jones. Wanting to help others was the true inspiration behind my shift from athlete to entrepreneur. I’ve seen too many people—especially young Black athletes—navigate the sports world without the right tools, guidance, or protection. I didn’t want to just sit on the sidelines.
How did G2 Hoops LLC become the vehicle for your vision?
Jones. G2 Hoops became my platform to be a resource, to offer clarity, support, and opportunity to those who needed someone to believe in them and show them how to move with purpose.
How did the death of Karim, a student-athlete you trained and mentored, impact your work with young athletes?
Jones. Karim’s death was heartbreaking—and it still is. When he passed, it felt like I had lost a little brother or a son. His parents trusted me with his wellbeing, with giving him access to a better life. After his death, I actually stepped away from helping kids from Egypt and the rest of African continent come to the U.S. for school. It was that devastating. But over time, I’ve come to see that Karim’s presence, however brief, left a lasting impact on so many. His memory drives me to continue this work with even more intentionality. He will never be forgotten.
What was it like watching Karim evolve under your guidance and how do you honor his legacy?
Jones. Watching Karim evolve from a boy into a focused, disciplined young man was nothing short of incredible. He carried the weight of wanting to make his family proud, and he gave it his all. I think about him every single day. His legacy lives on in the way I show up for others—in being present, in believing in them, and in helping them see that they are capable of greatness no matter where they come from.
You’ve trained both male and female athletes. How do you adjust your approach to meet the unique physical and emotional needs of young women in sports?
Jones. The game is the game, but the approach has to evolve. What I’ve come to learn over the years is that girls often come to the court more fundamentally sound because they can’t lean on raw athleticism the way boys sometimes can. Footwork, angles, technique—they master those. My role is to be both understanding and demanding. I listen more. I create space for their voices while still holding them to the highest standard.
When did you realize that your impact went beyond athletic development to shaping identity, character, and confidence?
Jones. It was surreal. I overheard someone talking about how much I inspired them—without their even knowing that they were talking about me. That moment reminded me that when your work comes from an authentic place, people feel it. You don’t always need credit or acknowledgment; the impact speaks for itself.
What’s missing in traditional athletic training that G2 Hoops intentionally fills?
Jones. Tough love—and balance. There’s a difference between being hard on someone and being hard for someone. G2 Hoops bridges that gap. We hold our athletes accountable, but we walk alongside them every step of the way. Earlier in my journey, I didn’t fully understand that balance, and I missed some moments because of it. Now, I lead with both discipline and empathy.
How do you guide your athletes, especially younger ones, through the complexities of building a public image while staying grounded?
Jones. “Substance in the soil” and “Keep two feet on the ground.” Those are the mantras I live by and pass on. Social media is smoke and mirrors. It’s not real, but it can create real consequences. I constantly remind them: If you’re not producing on the court, none of the brand deals or followers matters. Focus on the work. Stay authentic. Keep the main thing the main thing.
What does it take to facilitate brand deals for your athletes and ensure they’re positioned with integrity and long-term value?
Jones. You have to know your clients—deeply. That’s why I prioritize personal relationships. It’s the only way to understand their values and align them with the right brands. I turn down deals that don’t fit the athlete’s identity or that compromise our integrity. Longevity matters more than hype. We’re playing for legacy, not likes.
How have you cultivated trust with parents, coaches, and corporate partners?
Jones. Transparency is the foundation of everything I do. When a parent hands over their child to you, that’s sacred. I don’t take that lightly. That’s why I keep my client roster intentionally small. I need to be able to treat each athlete like family—because that’s what they become. When you operate from that kind of love and clarity, trust follows.
What’s your philosophy for balancing performance-driven goals with emotional and mental wellbeing?
Jones. If it’s something you wouldn’t want your parents or God to see, don’t do it. That’s the filter. But beyond that, I check in with my clients mentally every Monday. We talk about where they’re at on a scale from 1 to 10. Mental health isn’t optional; it’s essential, especially in today’s world. It’s my job to help them navigate both performance and peace.
How has the evolution of NIL (name, image, and likeness) rights transformed your business?
Jones. It’s been a game-changer. NIL has opened the door for me to work with high school and college athletes in a way that wasn’t possible before. Now I can educate them early, help them move smart, and show them how to protect their brand and their future while still pursuing excellence in their sport.
What is the greatest lesson entrepreneurship has taught you that you wish you had known when you started?
Jones. That not everyone is going to celebrate you. That lesson came early, but it stuck. You have to be rooted in your purpose. Stay the course. Lock in. Focus on the mission, not the noise.
G2 Hoops has become more than a training company. How would you define your mission today?
Jones. G2 Hoops is now a full-service sports marketing and event-management company. We’ve expanded to serve student-athletes and professionals, from skill development to branding to management.
What does legacy look like to you?
Jones. Legacy for me is about building a system that outlives me. A platform that continues to serve, uplift, and inspire long after I’m gone.
What mentors, role models, or lived experiences most shaped your entrepreneurial style and leadership?
Jones. My mother—without a doubt. She told me early on to help the kids who looked like me, who came from the same streets and systems that shaped me. My oldest brother, Taroue, was also a quiet force in my life. Watching him build, lead, and push boundaries planted the entrepreneurial seed in me. They’re the reason I lead with heart and with strategy.
What role will innovation, education, and advocacy play in the next chapter of G2 Hoops?
Jones. We’re evolving with intention. I want to lean deeper into education and eventually teach at the collegiate level to reach future entrepreneurs. Advocacy will always be part of my work. I want the world to know exactly where I stand as a Black man in America. Representation matters. And through G2 Hoops, I’ll continue to fight for it, educate around it, and build systems that empower others to rise.
