Waynesboro High School graduate creates NIL company to help college athletes earn money

STAUNTON — Calen Dexter has always been a college football fan, cheering for Virginia Tech most of his life. Not too long ago, he read about someone in Blacksburg who was running an NIL collective and he was intrigued. 

NIL stands for name, image, likeness and refers to a way college athletes can receive compensation. The NCAA approved athletes profiting off of their NILs in July 2021. An NIL collective is a pool of funds from many donors that create a source of money for those athletes to profit.  

Dexter reached out to the person operating the collective, but when he didn’t hear back immediately he decided maybe he could start his own.  

“Me being the go-getter, I get passionate about stuff,” Dexter said. “Sometimes I put the cart in front of the horse.” 

However, in this case, he may have found an idea that works. Dexter’s business is named Loaded NIL. He described what he does as both a brand and an NIL representation agency.  

“Basically we help (athletes) garner deals and endorsements and sponsorships,” Dexter said. “But we also create opportunities through what we do.” 

Dexter lives in Staunton, but when he talked with The News Leader earlier this summer he was in the process of relocating to Blacksburg. A member of the Waynesboro High School Class of 2014, he wasn’t sure what he wanted to do after graduating.  

He worked at a restaurant, then the front desk of a hotel. He eventually began managing a Sam’s Hot Dog Stand before buying a franchise and operating it in Staunton. He owned that for four years before selling it.  

“I always wanted to work in sports but I never knew the route I wanted to take,” Dexter said. “Then I heard about this (NIL) and it just clicked.” 

According to Dexter, his brand new company, which he began in June, has already landed several Virginia Tech athletes as clients, including track’s KJ Tillmon, volleyball’s Mara Perry and football’s Xayvion Bradshaw.  

“We help them build their personal brand and then sell merchandise with their image and name on it,” Dexter said.  

Loaded NIL has an attorney that works with the company to consult on legal matters. Dexter runs the business part of the company. 

He also wants to give some donations to local high schools, including his alma mater.  

In addition to Virginia Tech athletes, Dexter has reached out to other college athletes, including those at James Madison University and the University of Virginia.  

“It’s been a big blessing,” Dexter said. “I’ve worked really, really hard.” 

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Patrick Hite is The News Leader's education reporter. Story ideas and tips always welcome. Contact Patrick (he/him/his) at phite@newsleader.com and follow him on Twitter @Patrick_Hite. Subscribe to us at newsleader.com