William J. Lyons IV, founder of Company 4, announced the expansion of several initiatives focused on youth athletics, nonprofit programming and technology development. This move includes the rapid approval of a new nonprofit foundation, the rollout of additional athletic development events, and the advancement of a consumer-focused technology project in Texas. Lyons aims to increase accessibility in youth sports while scaling business ventures that support athletes and emerging brands.
Foundation Gains Nonprofit Status and Expands Programming
Lyons recently secured 501(c)(3) status for his National Hoops Foundation in less time than expected. “We were able to get streamlined to 501(c)(3) status,” he says. “They initially told us it would take six months; it took less than two.” As a result, the organization began accepting donations and expanding its event offerings.
The increased funding helps offset the rising participation costs for families. The nonprofit focuses on reducing financial barriers for youth athletes through training opportunities, mentorship, and development programs. “There’s going to be probably 15 events, which is the most that we've done in a year, usually we just held two large events annually prior to this shift to the non-profit side of things,” Lyons said.
The programming will include training classes, college showcases, camps, clinics and mentorship opportunities for student-athletes. The organization will also hold fundraising events and community outreach initiatives to build sustainability. These endeavors will help the nonprofit expand its mission across the New England basketball community, and eventually to other regions of the country, including Florida, Nevada, Arizona, Texas, Ohio and California.
Addressing Rising Costs in Youth Sports
Families face growing financial challenges in competitive athletics. “Every time I hear about how much something costs, I'm shocked,” Lyons says. “And the parents have to go pay to park and then pay to watch them play.” The National Hoops Foundation and brand aims to ease those burdens while improving access to skill development and recruitment opportunities.
The foundation's funding model is designed to reduce out-of-pocket expenses for families. Additionally, it sets out to create more equitable opportunities for student-athletes to gain exposure and training. The initiative builds on Lyons’ previous work through the National Hoops Academy. That program conducts camps and clinics across the United States and helps high school players get noticed by college recruiters.
Technology and Business Ventures Continue to Grow
Alongside nonprofit expansion, Lyons is advancing a major consumer-focused project in Texas called MOODS. The project aligns with his academic background in business management and consumer behavior. It also reflects the goals and aspirations of Lyons’ original endeavor, Company 4, and the broader ambition to help brands refine their market positioning and product strategy. “We're going to be all over the country as we get a better understanding of our users and the product that we're offering, and how it's being received,” he says.
Company 4 continues to support startups and established organizations. The firm provides marketing strategy, partnership development and fundraising guidance. Lyons also integrates internship opportunities for student-athletes. He offers hands-on professional experience while maintaining a structured and supportive environment.
“We're able to have a couple of interns working for me right now for some college credit and a little bit of payment,” Lyons says. “We’re getting them introduced to the real world before they get out there and see how crazy it can be.”
Building Long-Term Impact Across Industries
Lyons founded Company 4 in 2017 after holding leadership and consulting roles across marketing, partnership development and brand strategy. His experience includes positions with Samsung Mobile, consulting firms and startup ventures across multiple industries.
Looking ahead, Lyons plans to expand Company 4’s influence while strengthening its role in youth development and nonprofit programming. The foundation and business ventures reflect a long-term commitment to improving access, education, and opportunity for young athletes and emerging entrepreneurs.
Through expanded programming, technology innovation and business strategy support, Lyons aims to create sustainable pathways for growth across sports and business communities.
About Company 4
Company 4 is a group of passionate and driven problem solvers, who, through their respective careers, developed the core beliefs in the importance and ability to deliver simple, measurable, and consistent metrics. The mission of Company 4 is to combine experience and innovation in creating scalable solutions to real problems. Ranging from disruptive start-ups competing in their various market space, to established, larger organizations looking to re-focus and optimize. Our collective experiences allow us to provide solutions seen by companies at all stages of development. For more information, visit company4.co.
About William J. Lyons IV
William J. Lyons IV is the founder of Company 4, where he specializes in marketing strategy, business development, partnership and fundraising for startups and established brands. He has built a diverse career that includes leadership and consulting roles across industries, including marketing initiatives and partnerships at Samsung Mobile. Lyons is also the founder of the National Hoops Academy, which supports student-athletes through training, mentorship and college recruitment exposure. In addition to his professional work, he is committed to philanthropy and youth development. In this capacity, he focuses on expanding access and opportunities in athletics and education.
Media Contact
William J. Lyons IV
will@company4.co
