JC
James Caricato
Co-founder
James leads brand and partnerships, building the Sports Culture network into one of the largest independent sports audiences on social and turning that reach into shows with athletes.
About us
Sports Culture was founded to cover sports the way fans actually talk about them — fast, funny and unfiltered. What started as a handful of pages is now a network of seven owned brands, original shows with athletes and a growing set of web properties.
Moshe Heller
Co-founder
Moshe's entrepreneurial journey began in sports, buying and selling memorabilia during the early days of eBay before launching a niche sports media company. A payments challenge he encountered while running that business inspired him to found Anywaypay, where he spent several years building a payments technology startup. In May 2025, Moshe returned to the sports world alongside James to launch Sports Culture, bringing together his experience in media, technology, and entrepreneurship to build the next generation of sports media.