Episode Summary: Creating His Own Breaks - The Booming Hobby Series with Jason Koonce

Release Date: June 24, 2025

In this engaging episode of Right About Now with Ryan Alford, host Ryan Alford delves deep into the dynamic world of sports cards and memorabilia with guest Jason Koonce, founder and CEO of OTIA Sports. The conversation, rich with industry insights and personal anecdotes, offers listeners a comprehensive look into the evolution, challenges, and future of the trading card hobby.

1. Introduction to Jason Koonce and OTIA Sports

Ryan Alford introduces Jason Koonce as a seasoned expert in the trading card industry, highlighting his extensive experience spanning over three decades. Their initial interaction, described by Ryan as a brief conversation that unexpectedly extended into hours, sets the stage for a candid and in-depth discussion.

Ryan Alford (02:36):
“I had a conversation that was supposed to be five minutes. End up being like 55 or two hours.”

2. Jason’s Journey in the Trading Card Industry

Jason Koonce recounts his early passion for sports cards, which began in childhood. Growing up in Michigan, Jason combined his entrepreneurial spirit with his love for trading cards, starting by shoveling snow and mowing lawns to fund his hobby. This dedication laid the groundwork for his future ventures in sports cards, autographs, and memorabilia.

Jason Koonce (03:37):
“For the last 30 some years, this is kind of all I've done is sports cards, autographs, memorabilia.”

3. Evolution of the Sports Card Market

The conversation shifts to the significant changes in the trading card market over the past 30 years, particularly the impact of the internet. Jason highlights how the internet democratized pricing and accessibility, moving away from the rigid control previously held by card shop owners.

Jason Koonce (05:04):
“30 years ago, when you went into a card shop, there wasn't the Internet. They set the prices. It was a lot different with card shops today.”

Ryan echoes this sentiment, reflecting on the monopolistic practices of the past and how the internet leveled the playing field, making card shops more consumer-friendly.

Ryan Alford (06:11):
“I remember going to the Beckett book to find the value of my 87 tops. It was $0.87 today. It's $0.91 next month maybe.”

4. The Crucial Role of Grading

A significant portion of the discussion centers around the evolution of card grading. Jason explains how grading became a game-changer for the industry, offering higher margins and transforming the way cards were bought and sold.

Jason Koonce (08:53):
“Grading was so new, but the margins were so perfect. We were working on like dream margins.”

He shares his experience of becoming PSA's biggest submitter in the late '90s, capitalizing on the perfect storm of internet growth and the novelty of grading.

5. Shifts in Grading Economics

Over time, the grading landscape has shifted dramatically. Jason discusses the increase in grading fees and the saturation of the market, making it harder to achieve the same returns as in the past.

Jason Koonce (13:16):
“Grading fees...now if you go to grade a high dollar card with PSA, you might spend 10,000 because they're basing it off of value now.”

Ryan concurs, noting that while grading is still feasible, the financial returns are not as lucrative due to higher costs and increased competition.

6. The Rise of Live Selling Platforms

The episode delves into the emergence of live selling platforms like Whatnot, discussing their impact on the trading card industry. Jason reflects on his initial skepticism about live selling but acknowledges its transformative potential.

Jason Koonce (26:45):
“I was still like, I think if I was younger I would have understood it more at the time.”

He emphasizes the future significance of live shopping, predicting it to be one of the major innovations alongside the internet and cryptocurrency.

Jason Koonce (28:28):
“I think live streaming is like the fourth or fifth biggest thing in my lifetime to come about.”

7. Personal Anecdotes and Success Stories

Jason shares captivating stories from his career, including his success with the 1986 floor basketball cards. These anecdotes illustrate the high-stakes nature of the hobby and the substantial returns that can be achieved with the right strategies.

Jason Koonce (20:37):
“We were opening them and making a fortune. A box I paid 12,000 for, the ROI was about seven grand. A good box ROI was about 200 grand.”

Ryan highlights the balance between treating card opening as a business versus pure entertainment, underscoring the importance of maintaining passion amidst profitability.

Ryan Alford (24:37):
“We're having more fun than making money, I'll say that so far.”

8. Future Outlook and Personal Reflections

As the conversation wraps up, Jason discusses his vision for the future, emphasizing work-life balance and the enduring nature of the trading card hobby. He reflects on setting and achieving long-term goals, illustrating his commitment to continuous growth and adaptation.

Jason Koonce (34:09):
“I see me doing this forever. It'll keep shifting with it. I'm blessed to be in a spot where I have good managers underneath me.”

Ryan shares his own outlook, focusing on the journey and the excitement of ongoing challenges, both in business and personal endeavors.

Ryan Alford (37:07):
“The journey is everything now. It's the excitement of building up to wanting that card or wanting that goal in business.”

9. Connecting with Jason and OTIA Sports

Towards the end, Ryan provides listeners with ways to connect with Jason and follow OTIA Sports' activities across various platforms.

Jason Koonce (38:02):
“The website's just four letters, otia.com on social media, Otia Sports on Whatnot.”

Conclusion

This episode of Right About Now offers a treasure trove of insights into the trading card industry, blending historical perspectives with contemporary trends. Jason Koonce's expertise and candid storytelling provide listeners with a nuanced understanding of the hobby's evolution, the pivotal role of grading, and the promising future of live selling platforms. Whether you're a seasoned collector or new to the world of sports cards, this conversation is both informative and inspiring, highlighting the blend of passion and business acumen that drives the hobby forward.

Notable Quotes:

• “Grading was so new, but the margins were so perfect. We were working on like dream margins.” — Jason Koonce [08:53]
• “I think live streaming is like the fourth or fifth biggest thing in my lifetime to come about.” — Jason Koonce [28:28]
• “The journey is everything now. It's the excitement of building up to wanting that card or wanting that goal in business.” — Ryan Alford [37:07]

Stay Connected:

• OTIA Sports Website: otia.com
• Social Media: OTIA Sports on Whatnot and other platforms
• Follow Ryan Alford: Visit ryanisright.com for full audio and video versions of the show.

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