Virginia Tech: where the storytelling began (2016–2019)

I joined Virginia Tech Men’s Basketball in 2016, serving two years as a graduate manager before stepping into a program assistant role in 2018–19. While in Blacksburg, I launched Beyond The Arc—a behind-the-scenes episodic series that documented the daily grind, culture, and growth of Hokies Basketball. The show’s purpose was simple: capture the real journey, not just the highlights, and bring fans into the heartbeat of the program.

During those three seasons, Virginia Tech earned three consecutive NCAA Tournament berths (2017, 2018, 2019), with the 2019 team advancing to the Sweet Sixteen. Those years cemented my belief that consistency breeds confidence—and that authentic storytelling can honor the work behind the wins.

Expanding responsibilities at Texas A&M (2019–2021)

In 2019, I transitioned to Texas A&M Men’s Basketball as Player Relations Coordinator. Over two seasons, I continued supporting athletes through a dual focus on player development and media operations, expanding the athlete-first approach that became the foundation of ASMG.

What I actually did (on and off the court, 2016–2021)

On-court responsibilities (6 years total across staffs):

• Skill development assistant: individual workouts, player development plans, and feedback loops with position coaches
• Practice & game preparation: scout team organization, drill execution, film-to-floor implementation, and opponent tendencies integration
• Recruiting meetings & coaching development: contributed to recruiting conversations and absorbed valuable coaching insights from my peers and mentors, shaping my approach to leadership and program growth Off-court responsibilities:
• Video & scouting operations: film breakdown, edits, and distribution for coaches/players; creation and management of the Beyond The Arc series for program storytelling and fan engagement
• NIL-ready content & branding support: day-to-day capture of behind-the-scenes, community/charity moments, and player features to help athletes communicate who they are
• Program communications: ensured parents, staff, and support teams were always in sync with schedules, travel, film access, and key updates

These responsibilities weren’t just tasks—they were training ground for building a media company that understands athletes, coaches, families, and the rhythms of a high-performance program from the inside.

Education & Classroom Experience

Beyond basketball, I’ve also dedicated myself to teaching and education in the Dallas area. With more than 4,000 classroom hours completed across elementary, middle, and high schools in the Texas school system, I’ve seen firsthand the challenges parents, students, and athletes face academically.

This background allows ASMG to provide classroom resources, academic support, and mentorship for parents and athletes—ensuring that development goes beyond the court and into the classroom, where discipline and focus also define long-term success.

From college hoops to creative leadership

Every rep in coaching, recruiting, education, and content led to the creation of Authentic Sports Media Group (ASMG)—a company built to develop athletes and tell their stories with accuracy and heart. At ASMG, we don’t just film moments; we design systems that let athletes show the most AUTHENTIC version of themselves—in training, in community, in the classroom, and online.

“We don’t just capture highlights—we capture the journey.”

— Joe Fulce III