ABOUT US

At The SMART SPORTS GROUP (SSG), we sit at the intersection of sports, business, and brand storytelling. Our work blends strategy and creativity to deliver experiences that matter, whether that’s producing an unforgettable event, activating a powerful partnership, or helping a brand define its next chapter. We’re driven by purpose, built on relationships, and inspired by the belief that real impact starts with people.

Mission:
We help brands, athletes, and organizations turn strategy into meaningful action. Through experiences, partnerships, and initiatives, we connect people, elevate performance, and create impact that lasts beyond the field.

Vision:
To be a trusted partner that brings ideas to life and turns moments into momentum. We believe in building a future where purpose, performance, and people work together to drive meaningful change.

Kelly is a visionary sports executive with over 30 years of leadership experience spanning professional, collegiate, and nonprofit sectors. Known for her strategic mindset and ability to build meaningful partnerships, she has shaped programs and experiences that elevate brands, empower athletes, and strengthen communities.

Before founding the SMART SPORTS GROUP, Kelly led major initiatives with The Trust (powered by the NFLPA), the University of Maryland, the University of Illinois, and the University of Miami, driving growth through strategy, innovation, and collaboration.

A former All-American student-athlete and University of Alabama alumna, Kelly brings the same discipline and purpose from the field to every project she leads. Her career reflects a passion for people, performance, and a belief that impact always starts with intention.

Shanya is a passionate sports professional who believes in the power of sport to educate, empower, and create equity. With experience in athlete engagement, youth development, and strategic partnerships, she brings both heart and strategy to every initiative she leads.

Her impact reaches across borders. Shanya has led youth sports camps in Kawangware, Kenya and Tel Aviv, Israel, introducing children to American sports while creating safe, joyful spaces for learning and play. Each program blended athletics with faith-based education—reflecting her belief in sport as a tool for growth, connection, and transformation.

As Outreach Specialist for the NFL Players Association, Shanya founded HER’d, the NFLPA’s first Women’s Employee Resource Group, and helped shape the Partnership and Endorsement Policy to align athlete values with meaningful brands.

Today, she helps sports professionals and organizations strategize, activate, and scale with purpose, anchored in her belief that sport has the power to change lives.

An athlete at heart, Nia Gaines brings the same discipline, creativity, and leadership she developed through years of ballet, volleyball, and baseball management to every project she takes on. These experiences coupled with serving as team captain taught her precision, teamwork, and resilience.

At SSG 360, Nia channels that same energy into the digital space as she leads social media strategy, digital engagement, and design initiatives that elevate the organization’s story. Her work combines creativity and communication, turning ideas into visuals that inspire connection and community impact.

Nia is pursuing a B.A. in Interior Design with a minor in Architecture at the Savannah College of Art and Design. Recognized on the Dean’s List and certified in Entrepreneurship and Visual Design, she brings a sharp design eye, entrepreneurial mindset, and passion for storytelling to everything she creates.