Kirk Cousins Is Latest NFL Player To Invest in Youth Fitness

Cousins has partnered with ETS Performance, a youth sports training center, to launch two fitness facilities in Michigan.

Even though Kirk Cousins went south this offseason after inking a lucrative deal with the Atlanta Falcons, he hasn’t forgotten about his roots. The former Minnesota Vikings and Michigan State quarterback recently partnered with ETS Performance, a youth sports performance training center, to launch two new facilities in Michigan, one in Grand Rapids and another in Kalamazoo. 

The Grand Rapids location will be the first of its kind in that area. Cousins and ETS Performance aim to make it a hub for athletes, predominantly aged 8-18, to develop their skills and lay the groundwork for successful athletic careers.

“I’ve been around sports performance for more than two decades and understand the training that is necessary to help young athletes reach their goals,” Cousins said of his decision to enter the fitness space. “Teammates of mine have been associated with ETS for some time and I’ve witnessed firsthand the impact this unique brand has had on aspiring youth athletes.”

ETS also works with fellow ex-Viking and current Carolina Panther Adam Thielen.

ETS offers a variety of training programs designed to improve speed, strength, agility, endurance and overall performance — backed by cutting-edge equipment, coaching, and personalized training plans. Facilities include educational resources to help athletes better understand recovery, injury prevention and other integral elements of sports performance.

Athletes Embrace Youth Fitness

Cousins isn’t the only football player to get involved in youth-focused health and wellness. Retired Falcons players Mohamed Sanu, Sean Weatherspoon, Christian Blake and Elijah Wilkinson became partial owners of Legacy Sports Complex in 2023 in an effort to increase the amount of youth gyms in the greater Atlanta area. Their Legacy facility in Suwanee, Georgia, includes a gym area, beadless turf, batting cages, golf simulators, cryo chambers and a parent viewing area.

Earlier this year, the Biden-Harris administration announced an historic partnership between 14 professional sports leagues and players’ associations, including the NFL, with the goal of promoting youth wellness. 

D1 Training, a Tennessee-based athletic training fitness franchise, recently launched its 100th site in Merrillville, Indiana. This franchise brand focuses on training young, high-level athletes as well as adult fitness enthusiasts using principles derived from NCAA Division One strength and conditioning programs. Founded by Will Bartholomew, Peyton Manning’s college teammate at the University of Tennessee, D1 has worked with 100 NFL draft picks and over 3,000 college athletes.