The Journey
Built From the
Inside Out.
The Playing Days
Professional Athlete — Domestic & International
Troy competed professionally both overseas and domestically, giving him a player's perspective on what athletes truly need when navigating the demands of a professional career — from lifestyle logistics to financial decisions to brand opportunities.
Inside the Franchise
Cleveland Cavaliers — Internal Role
Working inside an NBA franchise provided a rare look at how elite organizations operate at the highest level — the systems, the relationships, and the culture that separates good from great. These connections and insights became the backbone of everything ACES was built on.
Global Platform
Adidas — Global Sports Marketing
Operating at the brand level of one of the world's most recognized sports companies opened doors to elite athlete relationships, global marketing strategy, and the business side of sports at scale. Troy's Adidas relationships are a direct pipeline for ACES client introductions.
Building the Vision
ACES Group — Founded
Recognizing a gap between what high-profile individuals needed and what was available in the market, Troy launched ACES. The mission: deliver the kind of personalized, discreet, and powerful concierge experience that only someone with true insider access could build.
Expanding the Empire
Equity Sports — Basketball Division
Launching the basketball division of Equity Sports gave ACES a natural feeder system — every NBA and NIL client becomes a potential ACES member. The two businesses are designed to grow together, creating a full-service ecosystem for elite athletes.
What Drives Him
Three Pillars.
🏀
Sports Intelligence
Having lived the athlete experience — from JUCO to professional leagues to front office — Troy understands how athletes think, what they fear, and what they need. That empathy is the foundation of every ACES service and every Equity Sports client relationship.
🌐
Network Capital
After a decade at Adidas, inside an NBA franchise, and across the professional basketball world, Troy's network is genuinely one of a kind. Access that can't be bought — it's built through years of showing up, delivering value, and earning trust.
👑
Standard of Excellence
Troy doesn't build average businesses. Every client, every service, every interaction is held to the same standard: would an elite NBA player or Fortune 500 executive be impressed? If the answer isn't a clear yes, it's not ACES quality.
The Network That
Makes ACES Work.
Adidas Global: Direct relationships with one of the world's premier sports brands — athlete introductions, brand partnership connections, and global sports marketing access.
NBA Franchise Contacts: Internal experience with the Cleveland Cavaliers and relationships across the league — coaches, front office, and player support staff.
Equity Sports Pipeline: Every NBA and NIL client signed through the basketball division is a warm introduction to ACES membership — a built-in referral engine.
AAU & Grassroots Basketball: Deep ties to AAU programs, college coaches, and the grassroots basketball world — a continuous pipeline of emerging talent and their families.
Phoenix & Scottsdale Market: Local business relationships, luxury vendors, real estate contacts, and service providers across the Valley — essential for ACES local delivery.
International Athlete Network: Professional playing experience overseas created a global network of players, coaches, and agents spanning multiple continents and leagues.
"
I built ACES because I lived on both sides — as the athlete who needed these services, and as the insider who knew exactly how to provide them. This isn't a business I built for the market. I built it because I knew it needed to exist.
Troy Payne · Founder, ACES Group