Pro Basketball • Union Leader • AI Founder
YAUHEN
MASSALSKI
Still playing in France. Just negotiated the G-League's first-ever CBA. Building two AI-powered vitamin brands on the side. Latest: GMMY and YUMM.
Negotiating with the NBA
I was the Secretary-Treasurer of the G-League Players Union. In October 2025, we signed the league's first-ever multi-year CBA.
The G-League has existed for 25 years. For 25 years, players got one-year deals. No security. No leverage. We changed that.
What we won:
- $45,000 minimum salary (up from $40K)
- Health coverage that doesn't vanish after the season
- A 4-year term so players can actually plan their lives
- Representation for 30+ teams across the league
I was in rooms with NBA lawyers during the day, then suiting up for games at night. Some teammates thought it was weird. I thought: if not me, who?
Before this deal, G-League players were disposable. One bad game and you're cut, no insurance, no severance. Now there's a floor. That's what we fought for.
4.7%
Salary Increase
$45K
Minimum Salary
1st
Multi-Year CBA
30+
Teams Represented
THE JOURNEY
The Beginning
Born in Minsk, Belarus. At 14, moved to Lithuania to train at S.Marciulionis Academy. By 15, signed a pro contract with BC Lietuvos Rytas, one of Europe's top clubs. Represented Belarus at the U-18 level.
"Squirrel"
Nicknamed "Squirrel" day one for moving "99,000 miles an hour." Over four years, became the 5th all-time shot blocker in USD history. Graduated with a marketing degree. Jersey #25.
All-WCC + The Injury
Grad transfer to USF. Master's degree. All-WCC First Team. Helped USF reach the NCAA Tournament for the first time in 24 years. Then tore my ACL in the game that clinched the tourney bid. Jersey #25.
The Comeback
Sixteen months post-ACL tear. Stepped on an NBA court for Utah Jazz Summer League. The moment I knew I was back.
G-League
Austin Spurs (2023-24), then Spurs Summer League 2K24 — the NBA tweeted my 14-13-5 stat line. Then a full season with the San Diego Clippers (2024-25). Competed. Contributed. Got elected to union leadership.
First CBA
While still playing, helped negotiate the G-League's first-ever multi-year Collective Bargaining Agreement as Secretary-Treasurer of the Players Union. A historic moment for player empowerment.
Alliance Sport Alsace
Currently playing in France (#19) while building AI-powered businesses, consulting on D2C growth, and partnering with a creative agency in Poland. Basketball took me around the world. Now I'm using that platform to build.
More Than Just Hoops
I started university at 16 in Lithuania. Two months in, I was homesick, exhausted, and barely passing. My parents said I could come home.
I stayed.
At USD, I graduated while playing D1 basketball — 18 credits a semester, 4-hour practices daily. Not because I love homework. Because I knew basketball careers end.
Now I'm doing my Master's in Sports Management at USF. The coursework? Finance, collective bargaining, league economics. The application? I used it to negotiate the G-League's first multi-year CBA.
School gave me leverage. The MBA candidates in NBA front offices? They negotiate with players who have agents. I negotiate back — with the same vocabulary.
University of San Diego
Graduate
University of San Francisco
MS Sports Management (In Progress)
Started University at 16
Lithuania
VENTURES & PARTNERSHIPS
AI-Powered Human Vitamin Brand
I'm building an AI content system for GMMY. The stack: automated TikTok video generation, AI scripting, auto-posting. Goal: reduce typical D2C content costs (often $1K+/month) to under $50/month.
D2C Dog Vitamin Brand
Launched yumm — a D2C dog multivitamin and joint soft chews brand. Vet-formulated, subscription-based, using the same AI-powered TikTok playbook that scaled gmmy. Live now.
Player Empowerment
Secretary-Treasurer of the G-League Players Union. Led negotiations for the first multi-year CBA in league history — securing a 4.7% salary increase, improved benefits, and fair treatment.
Venture Capital Fellowship
Selected for the Next Legacy VC fellowship in San Francisco — a program connecting pro athletes with the venture capital world. Learning the investment side of tech while competing on the court.
Global Creative Partner
Partner in marathabitat, a Polish creative agency specializing in photography, video production, and branding. Working with brands across Europe to create compelling visual stories.
TikTok Content on Autopilot
I'm building an AI system that generates and posts TikTok videos automatically. The stack I'm developing for GMMY and YUMM: Remotion for video generation, n8n for workflow automation, AI models for scripting and captions. Target: replace $1K/month agencies with a $30/month automated system.
WHAT I'M THINKING ABOUT
Follow the journey in real time
Yauhen Massalski
Former G-League Players Union Secretary-Treasurer. Negotiated the league's first multi-year CBA. Co-founder of GMMY and YUMM (AI-powered D2C brands). Still playing pro in France.
X
@squ925
Pro baller in France. Union guy who negotiated with the NBA. Building GMMY & YUMM with an AI bot named Stewie. Posting the wins and the fails.
@y.massalski
Pro basketball in France. Building two companies on the side. My college nickname was "Squirrel" — you'll see why.
TikTok
@y.massalski
Pro athlete who negotiates with the NBA and codes AI bots. The weirdest career combination you'll see today.
The fans went all out 🐿️
THE SQUIRREL STORY
Day one at USD, Coach Lamont Smith nicknamed me “Squirrel”—I was moving “99,000 miles an hour.” A student dressed up in a squirrel costume for home games. Fans made giant squirrel posters. The name stuck through college and beyond.
Now, I go by “Yau” as a pro. But here's the kicker: I'm actually featured as a character in the indie video game “Squirrel with a Gun”—complete with my jersey number and basketball skills.
From college nickname to video game character. Basketball takes you places.
BRIDGING ELITE ATHLETICS + TECH INNOVATION
I've played for the Utah Jazz Summer League, Austin Spurs (G-League), and pro teams in France, Lithuania, and Belarus. I know American and European markets.
But I'm not just a face for your brand.
I run two D2C brands — GMMY (human vitamins) and YUMM (pet vitamins). Our entire content operation is AI-automated. TikTok videos, ad creative, captions — all generated and posted automatically.
We dropped our monthly content cost from $933 to $30. If you want that playbook applied to your brand, I can help.
I also speak on player empowerment, AI in sports, and building businesses while competing.
What I Offer
- Authentic athlete content (not stock photo partnerships)
- D2C & TikTok growth consulting
- Youth basketball camps & player development events
- Speaker: player empowerment, AI in sports, building businesses while competing
LET'S WORK TOGETHER
Whether it's brand partnerships, speaking opportunities, or tech collaborations—I'd love to connect.
Agent: Michael Lelchitski (SIG Sports) — MBL@sigsports.com
© 2026 Yauhen Massalski. All rights reserved.