Before we dive into the first installment of ‘The Sideline Hustle’, I wanted to take some time to talk through what it is and what I envision with this blog series.
In the heyday of arena football in the '90s & 2000s, it was possible for football to be player’s full time job and enable them to spend their time and energy focused on being the best that they can be on the field. But with the current state of economics within the sport, that is just not possible in today’s day and age.
The pay-per-game is simply not enough for players to live off of full time — so the majority of players work jobs outside of football.
When I started diving deeper and deeper into the arena & indoor football world with the Off The Wall podcast, I started learning more about these off the field hustles and the different types of jobs that people work and I was fascinated. These players were chasing their on the field dreams while building businesses & brands off the field — so I wanted to create this blog series to shine a light on these players and give them their flowers.
Starting a business can be difficult enough as it is, then add in the fact that these players are chasing their dreams of playing professional sports ON TOP of that and they deserve to be recognized and celebrated.
This is The Sideline Hustle.
WR Prince Shonola — Lift & Go
Life Beyond Football: Building Lift & Go
Football players are known for their grit, determination, and preparation for weekly battles on the gridiron -- but what happens when they channel these same qualities into pursuits off the field? For WR Prince Shonola, who has signed with the Wheeling Miners for the 2025 NAL season, that journey has led to owning and operating a towing company, Lift & Go, alongside his wife.
I had a chance to talk with Prince about his Sideline Hustle and how football continues to inspire his entrepreneurial journey.
From the Field to the Fleet
When Prince Shonola and his wife started their towing company, Lift & Go, it wasn’t entirely uncharted territory. A family connection played a pivotal role in sparking their interest in the industry. With his brother-in-law already a successful owner-operator in the towing business, the Shonola's had a mentor to guide them. They quickly saw the potential for creating financial freedom and gaining control over their time—a lifestyle that aligned perfectly with they wanted long term.
To the Shonola family, running Lift & Go is more than just a job; it’s a path to financial independence and a balanced life. With the ability to set their own schedules, the couple often works late nights and early mornings, answering calls from customers in need of emergency roadside assistance. The process involves assessing situations, safely towing vehicles, and ensuring smooth delivery to destinations.
If you have ever been in a situation where you need a tow truck in a pinch, you know that it is a stressful situation and you are often having a less than ideal time when you make the call. For Lift & Go, each call is a chance to make a difference, and for them, the most fulfilling part of the job is helping people in unfortunate situations find solutions.
Translating Football Skills to Business Success
The skills that Prince has honed on the football field have translated seamlessly into the towing business. Honesty, direct communication, and a genuine desire to help others are qualities that have made Lift & Go a success. Just as in football, where every action is focused on the goal, the same mindset drives the operations of Lift & Go.
Surprises are part of the job, much like the unpredictability of an arena football game. There was a particular situation where Lift & Go responded to a call from a stranded couple on a pitch-black highway. “This is where I just kept reminding myself ‘just do your job in the best capacity possible’”, Shonola mentions. The “Do Your Job” mindset and the fundamental lesson of “expect the unexpected” helps the Lift & Go team stay calm and focused to ensure a safe and efficient resolution.
Beyond skills, the values learned from football also shape the approach to the business. Perseverance, a cornerstone of athletic success, has been vital. “There will be times where you have to weather the storm,” Prince reflects. “Keep grinding for the goal because, in the end, things will work out.”
Growth, Challenges, and Balance
Balancing a football career with running a business comes with its challenges, though having control over the schedule makes it manageable. The key to staying motivated lies in focusing on the bigger picture. For him, the towing business is more than just a job; it’s an opportunity to expand his identity beyond being a football player.
The experience of running a business has also brought personal growth.
“I’ve been able to have more patience with being on a learning curve,” Shonola says. “Because this is still something brand new to me and most times, I am my own worst critic. (I’m) still learning not to get in my own way.”
Learning to step back and embrace the process has been transformative.
Looking ahead, the future is bright for Lift & Go. Plans are underway to expand the fleet with additional tow trucks, including a flatbed. The business’s growth aligns with the Shonola family’s vision of creating a sustainable, fulfilling lifestyle after football. Beyond the towing industry, mentorship for youth is another area where he hopes to make an impact, leveraging his experiences to guide the next generation.
“The game has taught me so much about myself, yet I still believe I have a lot to offer the game (on and off the field) in other ways besides playing”
A Message to Fans
At Lift & Go, the mission is simple: “Where you’re stuck, we Lift you up.” Shonola encourages others to pursue new challenges and embrace the unknown.
“Don’t be afraid to start something new. Get out there and experience a life that was meant for you, (but) always have a plan.”
Fans can follow the journey through the company’s website, www.towliftandgo.com, or on Instagram at @LiftNGoo. If you are in the Central Florida area and in need of roadside assistance, give them a call at 321-278-4131.
Big thank you to Prince for sharing his story with Lift & Go!
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