From Metal Cubbies to Smart Lockers: The Rise of Luxury Athlete Spaces

Across college and professional sports, a new kind of competition is unfolding—one not fought on the field but in the locker rooms. As schools and teams battle for recruits, retain talent, and elevate their brand, investments in next-level athletic facilities have reached unprecedented levels. In fact, some Division I programs are now allocating millions toward hyper-customized lockers featuring everything from antimicrobial UV lighting to built-in recliners. The stakes? Recruiting wars, player retention in the NIL era, and the growing expectation of premium athlete treatment.

The stakes? Recruiting wars, player retention in the NIL era, and the growing expectation of premium athlete treatment.

So, how did the humble locker evolve into a futuristic recruiting tool? And what's really driving the demand behind these $100K+ spaces per player?

In this episode of Krow Knows, host AJ Krow sits down with Austen Everson, an Athletic Sales Executive at Hollman—the leading manufacturer behind some of the most talked-about locker room installations in sports. Together, they break down the trends, pressures, and design innovations redefining modern athletic facilities.

Highlights from the conversation:

• Why lockers have become a centerpiece in the “athlete experience” and how schools balance their budget between capital projects and NIL payments.
• Inside the design process: From mock-ups to ventilation systems to digital nameplates—how Hollman delivers truly customized lockers for programs like Michigan, SMU, and the Houston Rockets.
• What's next in locker innovation? Think built-in seat cooling, real-time AV content, and on-the-fly branding for incoming transfers and recruits.

Austen Everson is an experienced sales executive in the athletic facilities industry, currently leading custom locker room projects for top collegiate and professional teams at Hollman. His career began in football operations, with leadership roles at the University of Nebraska, the Tennessee Titans, and Vanderbilt University, where he specialized in team logistics and player personnel. Everson's strength lies in building relationships and delivering high-impact, tailored facility solutions that enhance athlete experience and program performance.