From MBA Classrooms to Community Courts

When Nick Baldaino first stepped into his Richmond MBA classes in 2014, he didn’t forsee those lessons would one day fuel a passion project blending sports, community, and innovation. A former kinesiology major from James Madison University and longtime Altria supply chain professional, Baldaino found his newest venture not in the corporate world, but on the floorball court.

“I grew up playing hockey in New York City, but as an adult with a professional job, I couldn’t risk injuries sustained on the ice,” Baldaino explained. “When I discovered floorball through River City Sports and Social Club in 2021, it felt like a natural fit. It had the same energy and team spirit, but fewer risks.”

That discovery sparked the founding of Richmond Floorball Club (RFC) last August. In just a short time, the club has brought together players of all ages, hosted summer camps in partnership with Powhatan Ice Den, and even launched tournaments like the Atlantic Floorball Open.

But for Baldaino, the work goes beyond building a league. He has used his interest in AI to support the nonprofit’s operations—creating custom GPTs to simulate a think tank, test ideas, and analyze why people join recreational leagues. “No one can start a business from the ground up while balancing a full-time job and a personal life,” Baldaino said. “AI has been a huge help. It gives me the bandwidth to push forward without losing momentum.”

Momentum has indeed been the theme of RFC’s first year—60 participants in the summer league, fundraising donations to the SPCA, and growing partnerships with national floorball organizations. Yet Baldaino is also looking to the future, particularly in marketing and outreach. To build sustainable growth, he turned to the Spider Business Hub, where two undergraduate students are helping him take the next step.

Undergraduate consultants Aiden Neigler and Jules Cimillo, both senior business students, are supporting RFC through their MKT 359 marketing lab class. Paired with Baldaino through the Hub’s matching system, the students are conducting grassroots sports research and developing strategies to attract new players and volunteers.

“It’s been exciting working on a project with so much potential for growth,” Niegler said. “Floorball is such a unique community opportunity, and we’re helping Nick create marketing materials and strategies that will last well beyond our semester.”

Neither student had much exposure to floorball before the project. “I had never heard of it,” said Cimillo. “But now that I’ve learned about it, I’d love to play. I think that’s part of the appeal—it’s accessible, fun, and something people can try without needing years of experience.”

For Baldaino, the collaboration reflects what he valued most from his MBA program: teamwork, problem-solving, and the confidence to apply business principles in new arenas. “Richmond doesn’t always need more mainstream sports—it needs options,” he said. “That’s what we’re building. With the students’ help, I’m optimistic we can make floorball a permanent part of the city’s sports culture.”

The Richmond Floorball Club continues to host free Monday night sessions where anyone can walk onto the court, borrow equipment, and try the game. As Baldaino often says, “Floorball is inclusive. The more people know about it, the more they want to play.”