It all started in a former boxing gym. These are design professionals at the top of their game, with complimentary skills, all working under a united moniker. What’s most notable about the Brooklyn-based collective, though, is not the business model itself, but how that model has allowed their range and scope of work to evolve. Matt Owens and James Ellis, members of Athletics, discuss their company’s origins and opportunities.

What is Athletics and how does it work, structurally?

Matt Owens:

It’s basically a collective of partners that do work together and separately. It’s kind of like a mini-Pentagram model, where each person is the best at what they do. It’s less of a top down structure and more of a horizontal structure.

Did that structure emerge organically, or did you sit down and say “okay, let’s form this flat structure, collective design studio”?

MO: I ran a more traditional design firm for about 5 years. During that time learned a lot from running a company. I sat down with Jason [Gnewikow] and James and we started to sketch out a different model.

James Ellis: We arrived at the collective model out of the working relationships we already had. It was an extension, in a way, of what we were already doing.

MO: We just made it more formal by being under one roof.

JE: After we were all under one roof, we decided to give ourselves a name and formalize the organization. Thus, Athletics.

What’s the story behind the name?

JE: Our original space (also in Williamsburg, Brooklyn, where we are now) had been an old boxing gym. There was a big boxing ring in the middle of the space where sweaty dudes would train. We renovated the space a good bit (painting out the sweat smell) and set up shop. Athletics seemed an appropriate name.

MO: When Jason and I looked at the space, we pretty much decided on the name right then and there.

Jason is a third member. Has the business expanded to include additional members as well?

MO: Once we got rolling, we have asked people to join that we felt would round out the dynamic.

Does working in the collective structure affect your creative output? If so, how?

MO: I have more free time than when I ran a company independently. Now I can rely on others to make a project the best it can be, because there is a shared liability. I feel that I can be more creative. I have more resources at my disposal, because we all have different areas of expertise.

JE: Compared to traditional organizations, I would say the collective removes structure. It’s easier to do the type of work you want to do. If you want to tackle big, blockbuster client work, great. If you want to screen print t-shirts, that’s fine too.

What type of project takes advantages of the variety of resources and your ability to rely on other people?

MO: Almost all projects have an aspect of shared liability and shared resources.

JE: Cartel is a regular client of ours and is a good example of a big project with multiple moving parts. They are an up-n-comer teen rock band. They’ve released two full-length recordings and have done reasonably well for themselves.

JE: We’ve now done a number of projects with them: music videos, record packaging, t-shirts, websites, etc.

MO: There were many skill sets involved, all of them in-house.

JE: We might have folks working to direct/shoot/edit a rock video and another team that produces a record package or website. Depending on the project, we’ll assemble teams that fit.

Do you have a single person that manages schedules or is that also a shared responsibility?

JE: That’s also shared.

MO: One person cannot do it all, but the collective can.

Do you find that you need to communicate how the collective works to your clients?

JE: Yes, we explain the organization to new clients up front. It’s addressed in project proposals as well.

MO: If they read the about page on our website, it’s pretty self explanatory. We have never had an issue with clients not “getting it.” For clients, knowing that we have the talent resources and professionalism is all they require.

JE: I think our clients seek us out because they see the work and want the same. We keep things professional. They’re never too concerned about the specifics of how we’re organized. The collective aspect has little impact on the project from their perspective.

MO: For me, I enjoy the flexibility to take on a wide range of projects knowing the resources are available to us in house.

Knowing the resources are available, has that enabled you to take risks on projects you wouldn’t have otherwise?

MO: I think so. I just had a person write a song for me for a motion project. If James and Jason were not in the studio i would not have access to music resources, I would never had done something like that. Their skills and knowledge allowed me to take a risk knowing they would have my back and make sure it was good.

JE: For me, being primarily a web development person, I really enjoy being able to bring in and manage projects outside the bounds of sometimes repetitive web work.

James, you focus on web development. Matt, what’s your area of expertise.

MO: Design, project management, business development, and illustration. Sometimes, I’m “studio dad” considering I’m the oldest. I make a great guacamole as well.

Matt Owens and James Ellis, along with Jason Gnewikow, will discuss the business of Athletics at SMART/MODELS on SATURDAY 17 MAY. Event info and registration available here.