Cinetic's Vertical Leap Gives Athletes Front‑Row Seat to Hollywood Docs

**Cinetic Media Launches Vertical Leap, Investment Platform for Professional Athletes**

John Sloss, the founder and CEO of Cinetic Media, announced that his company has launched a new program called Vertical Leap. The initiative is described as an investment vehicle and producing pathway that invites professional athletes to become members and work directly on documentary projects.

The first rollout began in February, with Sloss revealing details at a press event in Zurich.

Vertical Leap offers athletes a “working seat inside Cinetic’s slate,” giving them access to rough cuts, creative input, and the same industry guidance the company provides its filmmakers. Members are charged $25,000 , profitable directors and producers.

The program is designed to help athletes build a production career after their playing days.

, investors in the program can back additional projects if they wish, and while documentaries are the current focus, “members are already asking about potential investment in non‑doc projects.” The initiative has already attracted ten prominent athletes and Sloss plans to grow the pool to 50 current and former players.

He is eager to bring in talent from a of sports—including tennis, hockey, cricket, and darts—but notes that demand has been strongest from the NFL and NBA.

Three college footballers from the Michigan Wolverines have pooled part of their NIL earnings to secure a membership. To support the new label, two people were repositioned from the Cinetic team, and Sloss expects to add more employees as the program expands.

The program was first previewed in Puck magazine yesterday, and Sloss will discuss it publicly for the first time on stage at today’s Zurich Summit.

**What Vertical Leap Offers**

The core of Vertical Leap is a collaborative partnership between athletes and Cinetic’s production teams. By giving athletes “a working seat inside Cinetic’s slate,” the program allows them to see behind‑the‑scenes footage, suggest narrative directions, and contribute to the final cut.

Sloss explained that the goal is to provide athletes with a “pathway for elite athletes to support commercial, impactful documentaries,” while learning the ins‑and‑outs of film production from experienced storytellers.

The program also offers a chance for athletes to build lasting careers beyond their playing days, expanding their brand and deepening their creative voice.

Members pay $25,000 annually and receive a minimum of ten documentary projects each year. These projects are vetted by established directors and producers to ensure profitability and quality. Investors can choose to back additional projects if they see fit, allowing them to diversify their portfolios.

Although the current focus is on documentaries, members have expressed interest in investing in non‑doc projects, signaling potential expansion.

**Athlete Participation and Expansion Plans**

Sloss’s initial cohort includes ten “prominent” athletes from various sports. He has stated that the program aims to reach up to 50 current and former players as it grows. The largest demand has come from the NFL and NBA, though athletes from other disciplines such as tennis, hockey, cricket, and darts are also targeted.

This diverse recruitment strategy reflects Sloss’s vision of broadening documentary storytelling through a wide range of athletic perspectives.

Three college footballers from the Michigan Wolverines have already pooled part of their NIL to join the program. This move highlights how younger athletes are embracing investment opportunities that align with their personal brands. The initiative has already attracted media attention, with its first preview appearing in Puck magazine.

Sloss will formally launch the program in public at the Zurich Summit later today.

**Future Directions and Public Debut**

While Vertical Leap starts with documentaries, Sloss said members are “already asking about potential investment in non‑doc projects.” This suggests a future expansion beyond film into other media formats.

The program’s structure—providing athletes with creative input and industry guidance—could attract more players looking to diversify their post‑career ventures.

To support the new label, two Cinetic staff members were repositioned, and additional hires are expected as the program expands. Sloss will discuss the initiative publicly at today’s Zurich Summit, offering a deeper dive into how athletes can get involved.

As the program grows, it may become a new model for athlete-driven media ventures, blending sports fame with creative production.

Vertical Leap represents a novel fusion of athletic influence and documentary filmmaking. With its initial cohort and planned expansion, the program could set a precedent for how professional athletes engage in media beyond the field.