From the field to business: Former Fla and Flu player earns millions with 400 soccer schools
Soccer, beyond the sidelines, reveals success stories that break the mold. José Martins, a former athlete who wore the jerseys of historic rivals like Flamengo and Fluminense, found his gold mine in the sport after his playing career ended. Today, he manages an empire of over 400 soccer schools, projecting billion-dollar revenues.
The Cleat Turnaround: From Prospect to Millionaire Entrepreneur
Martins’ path on the field was marked by stints in the youth academies of Flamengo and Fluminense, as well as an experience in the United States. However, a leg fracture prematurely ended his dream of shining professionally as a player. Away from the fields, his love for soccer transformed into an innovative business plan.
Soccer Schools: A Legacy of Success
In 1994, Martins kicked off his venture with a soccer school in Ipanema, Rio de Janeiro. The project, which even had sponsorship from McDonald’s, was the seed for Time Forte. Currently, the company manages training centers associated with major clubs like Flamengo, Internacional, and Sport, as well as international partnerships with Chelsea and Real Madrid.
Expansion and Exponential Revenue
A significant milestone was the end of the exclusive partnership with Flamengo in 2023, after 23 years. This strategic decision opened doors for Time Forte‘s expansion into other brands and regions of the country. The company closed 2025 with 285 units and revenues of R$ 51 million, aiming to reach 400 schools and R$ 78 million in revenue in 2026.
The franchise model allows investors to participate in the success, while clubs profit from the use of their brands. The schools generate revenue not only from monthly fees but also from registrations, tournaments, and uniform sales, in addition to serving as a showcase for new talent. Time Forte also innovates with units in shopping malls and expansion plans for smaller cities, seeking to consolidate its dominance in the sports market.
