Athlete Playmakers Group Is Turning Airport Layovers Into Destination Experiences
SPORTS
Athlete Playmakers.
Athlete Playmakers Group, a growing name in airport hospitality, announced the continuation of its nationwide expansion, with several new openings planned across major U.S. airports throughout 2026. The announcement reflects the company's continued growth and its ongoing work to introduce athlete-led restaurant, bar, and retail concepts that aim to reflect the culture and identity of each destination city.
Strategic Vision and Experience Design
The expansion supports the company's broader goal of reimagining airport dining and retail through immersive concepts designed for modern travelers. APG develops each location in collaboration with airport operators, athletes, and local partners, with the goal of creating spaces that feel connected to the city they serve.
"Today's travelers expect more than convenience; they want experiences that are memorable, authentic, and exciting," said Derek Missimo, Co-Founder of Athlete Playmakers Group. "We are creating hospitality concepts that capture the spirit of each city while delivering elevated food, beverage, and guest experiences that travelers genuinely connect with."
Founding Philosophy and Differentiation Strategy
"We founded Athlete Playmakers Group on the belief that airport restaurants can become destinations in their own right," added Simon Bozas, Co-Founder of APG. "Every concept blends premium hospitality, compelling storytelling, and the influence of legendary athletes to create experiences that stand apart in today's travel landscape."
The positioning reframes airport concessions from transactional convenience to experiential destinations, addressing documented traveler dissatisfaction with generic airport dining while creating differentiation through athlete partnerships that provide authentic local connection and celebrity appeal.
Market Entry and Concept Portfolio
APG first launched at Dallas Fort Worth International Airport in Terminal C-37 with its Nowitzki concept, developed in partnership with former NBA player Dirk Nowitzki. The company later opened a second location at Dallas Love Field, introducing Turco35 in collaboration with former Dallas Stars goaltender Marty Turco.
Earlier this year, APG opened Taste of Gold at George Bush Intercontinental Airport, developed in partnership with Olympic gymnast Simone Biles. The concept was designed to honor her career achievements and her impact on the sport.
More recently, the company unveiled a new restaurant concept at Norfolk International Airport called the 200 Sack Club, built in partnership with Pro Football Hall of Famer Bruce Smith. The concept was designed to celebrate his football career and his connection to the community.
The geographic expansion from Dallas home market into Houston and Norfolk demonstrates scalability beyond initial location while the athlete diversity across NBA, NHL, Olympics, and NFL signals broad partnership capability rather than single-sport dependence.
Leadership Team and Operational Infrastructure
Athlete Playmakers Group is supported by an executive team that brings together extensive experience across aviation and hospitality. The leadership group includes Heather Peoples, Michael Uremovich, Ken Myers, Tom Fireoved, and Mark Brezinski. Together, the team has worked to build an operating platform that supports collaboration with airport authorities, concession partners, and travelers across the country.
The aviation and hospitality dual expertise addresses unique operational requirements of airport concessions including security protocols, space constraints, volume fluctuations, and regulatory compliance distinct from traditional restaurant development.
Integrated Experience Model
APG's approach is intended to bring together hospitality, sports culture, entertainment, and travel within a single concept. The company focuses on creating environments that aim to feel modern, immersive, and culturally connected to each city. Through partnerships with professional athletes, universities, and local collaborators, APG develops concepts that are intended to offer travelers more than a typical airport dining experience.
The university partnership reference suggests potential collegiate athlete collaborations expanding addressable partnership pool beyond professional sports while creating additional local connection points in college sports markets.
Future Development Pipeline
APG plans to continue exploring opportunities in additional major airport markets nationwide in 2026 and beyond. The company also intends to pursue new hospitality, entertainment, and brand partnerships aimed at further enhancing the traveler experience and introducing more locally inspired environments to airports across the country.
About Athlete Playmakers Group
Athlete Playmakers Group operates as a hospitality company that develops airport restaurant, bar, and retail concepts in partnership with athletes and local collaborators. By combining food and beverage offerings with sports culture, storytelling, and experiential design, APG aims to create environments that reflect the identity of each city it serves.
The company currently operates locations at Dallas Fort Worth International Airport, Dallas Love Field, George Bush Intercontinental Airport, and Norfolk International Airport, with additional openings planned at major U.S. airports throughout 2026.