First Mover: Jeff Urban

The Whistle co-founder and father of four wants to make sports viewing safe for kids

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What led to the idea for a multi-platform sports destination for kids? Were you getting tired of having your own see lots of beer ads?

I met the two other founders, John West and Mark Adams, when I was still at Gatorade. They had the idea from watching sports media through the eyes of their kids. I’ve got four, and they’re right in the sweet spot. After John brought it up, I started to think about it, and I found myself hitting the mute button and switching the channel.

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