Jesse Itzler

Jesse Itzler (born August 22, 1968) is an American entrepreneur, author, and former rapper who has built multiple successful businesses across diverse industries including aviation, beverages, music, and sports. He is best known as the co-founder of Marquis Jet, one of the world's largest private jet card companies which was acquired by Berkshire Hathaway's NetJets in 2009, and as a partner in ZICO Coconut Water, which was acquired by The Coca-Cola Company in 2012.

Itzler is also an owner of the Atlanta Hawks of the National Basketball Association (NBA) and a bestselling author whose books Living With a SEAL and Living With the Monks have resonated with audiences interested in personal development and extreme challenges. He is married to Sara Blakely, the billionaire founder of Spanx, making them one of America's most prominent entrepreneurial couples.

Before his business career, Itzler had success in the music industry, recording under the stage name "Jesse Jaymes" and writing sports anthems including the New York Knicks theme song "Go New York Go," the Emmy Award-winning NBA on NBC theme "I Love This Game," and music for over 50 professional sports teams. His diverse career spanning music, aviation, beverages, sports ownership, and motivational speaking has made him a sought-after speaker on entrepreneurship and unconventional approaches to success.

Early life and education

Family background

Jesse Itzler was born on August 22, 1968, in Roslyn, New York, a village on Long Island's North Shore, into a Jewish family. His father, Daniel Itzler, worked as an inventor, while his mother, Elese Itzler, served as president of the Roslyn Board of Education. Three generations of his father's family had been raised in Brooklyn, connecting the family to New York City's Jewish community traditions.

Itzler grew up as the youngest of his siblings in a household that encouraged both intellectual curiosity and entrepreneurial thinking. The combination of his father's inventive mindset and his mother's educational leadership created an environment that valued creativity and achievement—qualities that would characterize Itzler's later career.

Education

Itzler attended American University in Washington, D.C., where he pursued studies in justice, law, and society. He earned his bachelor's degree in 1990, though his post-graduation career would take him in directions far removed from law or criminal justice. The university experience provided him with exposure to new ideas and networks while also allowing him to explore his interest in music and entertainment.

During his college years, Itzler began developing the musical abilities that would launch his initial career. He met Dana Mozie, who would become his music partner, in 1987. Mozie came from a markedly different background—"raised in the southeast section of Washington... as streetwise as Itzler was suburban"—and the partnership would prove creative and commercially successful.

Music career

Recording artist

After graduating from American University, Itzler signed with Delicious Vinyl Records as a songwriter and artist. Recording under the stage name "Jesse Jaymes," he released his debut album Thirty Footer in Your Face in 1991. The album's first single, "College Girls (Are Easy)," achieved success as a club anthem, though it did not chart on the Billboard Hot 100.

His second single, "Shake It Like a White Girl," achieved broader commercial success, reaching number 74 on the Billboard Hot 100 in 1991. The song later gained renewed exposure when it was featured on the soundtrack of the 2004 film White Chicks, introducing it to a new generation of listeners more than a decade after its original release.

Sports music

Itzler's most enduring musical legacy came from his work creating music for professional sports teams. In 1992, he wrote and performed the New York Knicks theme song "Go New York Go," which became deeply associated with the team's identity and is still used today. He went on to create original songs for more than 50 professional sports teams, establishing himself as a leading creator of sports anthems.

His highest-profile achievement in sports music was writing and singing "I Love This Game," which won an Emmy Award and became synonymous with the NBA on NBC broadcasts. He also produced the theme song for Inside the NBA, further cementing his relationship with professional basketball. Additional commercial work included campaigns for Foot Locker and Coca-Cola, demonstrating his ability to create music for diverse commercial contexts.

Alphabet City Sports Records

In 1996, Itzler co-founded Alphabet City Sports Records with his friend Kenny Dichter. The record company specialized in mixing classic arena songs with highlights of historical play-by-play calls for professional sports teams, including the Washington Wizards, Dallas Mavericks, and Los Angeles Lakers. The company identified and served a niche market at the intersection of sports and music entertainment.

In 1998, Alphabet City Sports Records was acquired by SFX Entertainment, providing Itzler and Dichter with their first significant exit from a co-founded venture. The success demonstrated Itzler's ability to identify market opportunities and build saleable businesses—skills that would define his subsequent career.

Marquis Jet

Founding

In 2001, Itzler reunited with Kenny Dichter to co-found Marquis Jet, a private jet card company. The concept addressed a gap in the private aviation market: customers who wanted the benefits of private jet travel without the substantial capital commitment required to purchase fractional jet ownership or whole aircraft. Marquis Jet offered jet cards that provided access to NetJets' fleet on a pre-paid basis.

The business model proved compelling to high-net-worth individuals and businesses seeking flexibility in private aviation. Customers could purchase jet cards in various denominations and use them to book flights on NetJets aircraft as needed, gaining the convenience and productivity benefits of private aviation without the ownership responsibilities.

Growth and success

Itzler served as Marquis Jet's Vice Chairman, focusing on sales, marketing, and business development while Dichter handled operational leadership. The company grew rapidly, eventually becoming one of the largest private jet card companies in the world. The partnership with NetJets, owned by Berkshire Hathaway, provided access to one of the world's largest and most reliable private aviation fleets.

Marquis Jet's success attracted high-profile customers and established the company as a leading player in the private aviation market. The business demonstrated Itzler's ability to identify unmet customer needs and build companies capable of serving those needs at scale.

Berkshire Hathaway acquisition

In 2009, Marquis Jet was acquired by Berkshire Hathaway, the conglomerate led by Warren Buffett that already owned NetJets. The acquisition integrated Marquis Jet's jet card business into NetJets' broader private aviation operations, providing a logical strategic fit. Terms of the acquisition were not publicly disclosed, but the exit represented a successful outcome for Itzler and Dichter following eight years of building the business.

ZICO Coconut Water

Partnership

Following the Marquis Jet sale, Itzler sought new entrepreneurial opportunities. After initially attempting to launch a coconut water brand called Coco+ from scratch, he recognized that partnering with an existing company would accelerate market entry. He connected with Mark Rampolla, founder of ZICO Coconut Water, and became a partner in the growing beverage brand.

Itzler applied his marketing skills to building ZICO's brand awareness, including securing celebrity endorsers like Matt Damon. The partnership leveraged Itzler's promotional abilities and network while benefiting from Rampolla's established product and distribution infrastructure.

Coca-Cola acquisition

In 2009, The Coca-Cola Company made an initial investment in ZICO, recognizing the growth potential of the coconut water category. In 2012, Coca-Cola acquired ZICO outright for an undisclosed sum, providing an exit for Itzler and other investors. The acquisition represented Itzler's second major exit from a co-founded or partner venture and validated his ability to identify consumer trends and build valuable brands.

The 100 Mile Group

In 2009, Itzler founded The 100 Mile Group, a brand incubator and accelerator. The company works with emerging brands to develop and scale their businesses, leveraging Itzler's experience building multiple successful ventures. The name references Itzler's completion of a 100-mile ultramarathon, reflecting his philosophy of extreme commitment and endurance in business and life.

The 100 Mile Group has partnered with various consumer brands, providing strategic guidance, marketing support, and connections developed through Itzler's extensive network. The company represents Itzler's transition from operating businesses directly to helping other entrepreneurs build their companies.

The Big Ass Calendar Company

Itzler founded The Big Ass Calendar Company, a productivity company that produces large-format wall calendars and planners designed to display an entire year at a glance. The calendar system emerged from Itzler's personal planning methodology, which he developed to manage his busy schedule balancing multiple business ventures and family life with four children.

The company reflects Itzler's interest in productivity and time management, themes that feature prominently in his speaking and writing. The product addresses the challenge of maintaining perspective on long-term goals and commitments amid the daily demands of busy professional and personal lives.

Atlanta Hawks ownership

Acquisition

In 2015, Itzler and his wife Sara Blakely joined a group of investors led by Tony Ressler that purchased the Atlanta Hawks from Bruce Levenson for $850 million. Other members of the ownership group included former NBA player Grant Hill, Vista Equity Partners founder Steven Price, and investor Rick Schnall. The purchase price represented one of the highest valuations for an NBA franchise at that time.

The Hawks ownership aligned with Itzler's longstanding interest in professional sports, which had driven his music career creating sports anthems. Owning an NBA team provided him with a different perspective on professional sports—as a business operator and team builder rather than a service provider to teams.

Involvement

As a minority owner, Itzler has been involved with Hawks operations while the team is managed day-to-day by professional sports executives. The ownership position represents both a business investment and an expression of his passion for professional basketball that began with his creation of the Knicks theme song decades earlier.

Books and speaking

Living With a SEAL

In November 2015, Itzler released Living With a SEAL: 31 Days Training With the Toughest Man on the Planet, a book chronicling his experience inviting a Navy SEAL (later revealed to be David Goggins) to live with his family and train him for a month. The book became a New York Times bestseller and reached number one on the Los Angeles Times bestseller list.

The book resonated with readers interested in extreme fitness, mental toughness, and unconventional approaches to personal development. Itzler's willingness to submit himself to grueling physical training—and his humorous, self-deprecating account of the experience—made the book accessible to audiences beyond hardcore fitness enthusiasts.

Living With the Monks

In 2018, Itzler released his second book, Living With the Monks: What Turning Off My Phone Taught Me about Happiness, Gratitude, and Focus. The book documented his experience spending time at a monastery, providing a counterpoint to the extreme physical challenge of his first book with an exploration of stillness, reflection, and spiritual practice.

The book addressed themes of mindfulness and digital disconnection that resonated with readers struggling to manage information overload and constant connectivity. It demonstrated Itzler's range of interests and his willingness to explore personal development from multiple angles.

Speaking career

Itzler has developed a substantial speaking career, addressing corporate audiences, conferences, and events on topics including entrepreneurship, productivity, motivation, and unconventional approaches to success. He is represented by literary agent Lisa Leshne of The Leshne Agency for his writing and by various speaker bureaus for his speaking engagements.

His speaking draws on his diverse career experiences—from writing sports anthems to building a private jet company to training with a Navy SEAL—to illustrate principles of creativity, persistence, and embracing challenges. The variety of his accomplishments provides numerous stories and lessons that resonate with diverse audiences.

Personal life

Marriage to Sara Blakely

In 2008, Itzler married Sara Blakely, the founder of Spanx, the shapewear company that made her the world's youngest self-made female billionaire. The wedding took place at the Gasparilla Inn and Club in Boca Grande, Florida. The couple has four children together and resides in Georgia, near the headquarters of both Spanx and the Atlanta Hawks.

The marriage united two prominent entrepreneurs, creating one of America's most notable power couples in business. Both Itzler and Blakely have spoken publicly about how they support each other's ventures and maintain their relationship amid demanding professional commitments.

Ultramarathon running

Itzler has pursued extreme endurance challenges as a personal pursuit, most notably completing a 100-mile ultramarathon. In 2006, he competed in the USA National Ultra Marathon Championship in Grapevine, Texas, finishing the 100-mile race in under 24 hours. The accomplishment reflected his interest in pushing physical and mental limits that later informed his book Living With a SEAL.

In 2012, Itzler finished 49th out of 80 participants in the SEA Paddle NYC, a 25-mile stand-up paddleboard race around Manhattan. His participation in extreme endurance events has become part of his personal brand and speaking message about embracing challenges.

Net worth

Estimates of Jesse Itzler's individual net worth vary, with some sources placing it at approximately $100 million based on proceeds from his various business exits and ongoing ventures. Combined with his wife Sara Blakely's substantial wealth from Spanx, the couple's combined net worth is estimated at approximately $1.5 billion, though the majority derives from Blakely's Spanx ownership.

His wealth has accumulated through multiple successful exits including the Marquis Jet sale to Berkshire Hathaway and the ZICO sale to Coca-Cola, as well as his ownership stake in the Atlanta Hawks, ongoing business ventures, and speaking and book revenues.

See also

• Sara Blakely
• Marquis Jet
• Atlanta Hawks
• NetJets

External links

• Official website
• Jesse Itzler on LinkedIn