Money
Lethal Shooter’s Hidden Media Strategy
Chris “Lethal Shooter” Matthews over the past several years has solidified himself as one of the most notable sports figures online. He’s branded himself through his attention grabbing 3 point shooting scenarios and his signature “I get it now” catch phrase. Though his skills maybe be shocking, they are legit. His shocking precision turned him into one of the most valuable trainers in the world of basketball.
A few weeks ago, Matthews appeared in a new MrBeast video centered around shooting challenges and elite performance. On the surface, it looks like another viral sports crossover. Underneath, it’s a case study in how one of basketball’s most respected coaches built a premium business by monetizing trust, scarcity, and social media credibility.
What Happened
MrBeast, the most powerful creator on YouTube, invited Lethal Shooter to train him and team him the art of precision shooting . The video immediately exposed Matthews to millions of new viewers and added to his already established credibility. His brand was built through results: training Steph Curry, Kevin Durant, Klay Thompson, Giannis Antetokounmpo, and dozens of other elite players.
Why It Matters
What makes Lethal Shooter’s business model different is what he refuses to monetize.
In past interviews, Matthews has explained that he intentionally limits how many NBA players he trains, often working with only one or two per day. He avoids large group sessions, refuses “two-for-one” workouts, and even turns away players if he feels the relationship could damage his brand.
That scarcity is the foundation of his pricing power.
Instead of scaling through volume, Matthews scales through prestige. Each successful client becomes marketing. Each shooting record, like his viral 23-for-25 three-point streak becomes proof of concept. Each social clip functions as both content and credential.
From there, he built multiple revenue streams:
- Premium private training with NBA and pro-level athletes
- Selective youth camps with small group sizes and high ticket prices
- Brand partnerships with Nike, Jordan Brand, NBA 2K, and Red Bull
- Media projects, including his documentary and now high-profile creator collaborations
The MrBeast video amplifies all of it. It places Matthews in front of a mainstream audience that doesn’t just follow basketball.
Lethal Shooter recently collaborated with viral fitness influencer, Ashton Hall, for similarly the same reason. These crossovers expands his funnel far beyond gyms and leagues. Ashton’s audience especially is global. One of the things that stands out about Ashton’s content is that there are very few words which allows it be globally consumable. You don’t need to understand english to completely relate to the video which gives it global appeal.
You don’t have to be the star athlete to build a massive business in sports media. You can be a coach. You can be a trainer like Chris Brickley or a technician. If your expertise is rare and your results are visible, social media becomes your growth engine.
This collaboration also reflects a bigger creator-economy trend: top YouTubers are increasingly partnering with domain experts to add credibility and depth to their content. For MrBeast, featuring the world’s most famous shooting coach raises the stakes. For Matthews, it opens the door to more brand deals, speaking opportunities, digital products, and future media formats.
What’s Next
Matthews has already teased upcoming projects with new influencers. With the MrBeast appearance now part of his portfolio, his positioning shifts from “elite trainer” to “sports creator entrepreneur.”
For trainers, coaches, and niche experts watching from the sidelines, the lesson is clear: in today’s economy, mastery plus media beats scale alone.
Lethal Shooter built his empire through picking his spots right.
He built it by training the right people, and letting the internet do the rest.
