PEOPLE: How Fanatics CEO Michael Rubin Plans to 'Ramp Up' His Career Immersion Program for Pro Athletes

Fanatics CEO Michael Rubin has propelled his company to the top of the sports merchandising industry. And next, the mogul is determined to turn the athletes who fuel Fanatics' sales into the next generation of entrepreneurs.

Rubin, 51, tells PEOPLE, "I'd say, for a decade, there's been a dream and a belief that I've had that it'd be our responsibility to help these great players figure out what's next. Fanatics wouldn't be here if it weren't for the incredible talents of these athletes that we work with."