How Ulia Built a Million-Dollar Basketball Academy in Los Angeles — And Why It’s More Than Just Sports
In the heart of Los Angeles, where competition in youth sports is fierce and the business landscape unforgiving, one woman carved out a thriving, purpose-driven empire. Meet Ulia, a former World Cup champion and professional basketball player, who defied odds and stereotypes to launch the Royal Basketball School—a multimillion-dollar basketball academy that’s transforming lives far beyond the court.
This is not just a sports story. It’s a blueprint for turning legacy, vision, and family values into a scalable, purpose-led business.
From Soviet Roots to Los Angeles Legacy
Ulia’s journey to entrepreneurial success started long before she stepped into the business world. Born into a family of elite athletes—her father played for the Soviet Union national team, her mother for Dynamo Moscow—basketball wasn’t just a game. It was a family tradition.
In 2005, her brother was drafted by the LA Clippers, prompting the family’s relocation to the U.S. Though she continued playing professionally, Ulia soon faced the familiar crossroad many women in sports encounter: family or career. In 2009, she chose to start a family—and that choice planted the seed for something much bigger.
The Birth of Royal Basketball School
With her elite athletic experience and deep-rooted love for children and sports, Ulia founded the Royal Basketball School in Los Angeles with her parents and husband. Starting with just one gym and a family-run team, she focused on delivering a structured, systemized training program—something she found lacking in the saturated youth basketball market.
Unlike many competitors who were simply sports enthusiasts or dads coaching on the side, Ulia’s school brought European discipline, athlete-first development, and scalable systems into the American youth basketball scene.
Profit from Day One: The Power of Strategic Partnerships
One of the most compelling aspects of Ulia’s journey is how she turned a high-cost model into a profitable business from day one. By negotiating a revenue-sharing partnership instead of paying rent at their first gym location, Royal Basketball was able to operate lean and reinvest into growth immediately. Today, they operate seven gyms across Los Angeles, serving boys and girls aged 4 to 14.
This decision to optimize overhead early on set the tone for the academy’s long-term financial sustainability.
Scaling with Purpose, Not Just Profit
Ulia doesn’t see her academy as just a business—it’s a purpose. “We are building future leaders, not just athletes,” she says. Beyond physical training, Royal Basketball provides kids with structure, confidence, and a sense of community at a crucial age.
She also emphasizes the importance of using sports to protect children from negative environments. “When teens join teams, they gain identity and guidance. Sports becomes a safe haven—and a platform for self-discovery,” she explains.
A Woman Leading in a Male-Dominated Arena
As a female founder in a space dominated by men, Ulia acknowledges the challenges—but reframes them. “It’s not about being male or female. It’s about your personality, your clarity, and your leadership,” she states. Her confidence and unwavering vision have attracted not only male coaches but also a growing number of female coaches inspired by her example.
Family, Franchising, and the Future
The business was once a true family affair. Her husband, a former water polo athlete and now a Harvard graduate and real estate investor, helped build the foundation. Though he later stepped away to pursue other ventures, the transition forced Ulia to step into full CEO mode—navigating a “business divorce” and taking full ownership of the company.
Today, Royal Basketball School has gone international with its first franchise in Uruguay, and Ulia has plans to expand into new U.S. states and partner with NBA players looking to launch youth programs. She’s also introducing a branded Royal basketball and developing operational systems to support other basketball influencers and camp leaders.
Balancing Motherhood and Leadership
With three children—her oldest, Troy, aiming for the NBA while growing his own social media platform—Ulia walks the line between entrepreneur and mother with precision and care. “Being a mom means being present. When I’m home, I’m there for them 100%,” she shares. Her approach isn’t about perfection, but presence. She balances work with tools like calendar planning, naps for recovery, and time in nature.
The Bigger Picture: Building an Empire with Integrity
Ulia’s story is more than an inspiring entrepreneurial tale—it’s a case study in female leadership, family legacy, and sustainable scale. She proves that you can build a million-dollar business without sacrificing motherhood, that partnerships can be smarter than heavy funding, and that purpose can outperform profit.
If you’re a parent, coach, or aspiring entrepreneur looking to build a youth-focused business, Ulia’s blueprint is worth studying. Watch the full episode:
