The College of Business at the University of Nevada, Reno held the 14th annual Sontag Entrepreneurship Competition on April 16, where four finalist teams pitched their business ideas.  

This year, Atlas claimed the grand prize with their platform that connects users with certified personal trainers through personalized in-person or online fitness plans tailored to individual goals.  

Kinesiology major Jonathan Berrien and computer science major Chad Sherf saw a gap in the personal training market and teamed up to create Atlas.

“Our co-founder Jonathan tried to start his own personal training business during his sophomore year but struggled to find clients,” they said. “After talking with trainers across the U.S., we saw the same issue everywhere. In learning more about the competitive landscape, we found that no single company owns more than 5% of the market. Once we saw the full picture, it was undeniable. There was a huge opportunity, and that’s where Atlas began.” 

Rick Sontag, an alumnus, made a major contribution to the University in 2011, which launched the Sontag Entrepreneurship Competition. Reflecting on his own journey, Sontag shared what entrepreneurship means to him. 

“My whole life has been spent building businesses in fields as diverse as manufacturing airplane parts and now supporting the careers of budding medical scientists,” said Sontag, “In the process I’ve taken huge financial and business risks. So I know the excitement of taking an idea and turning it into success.  I’ve also known the disappointment of failure many times.” 

Sontag’s message to the finalists was clear: “Best of luck to all of you," he said. "And whatever is the outcome of this contest, keep going at it. All you need is one success to satisfy that urge.” 

Before their final pitches, teams begin working on their business ideas in the fall semester, spending the academic year refining their concepts and building their companies. During this time, they receive mentorship from community leaders and University faculty. 

This year’s competition was judged by Cheri Hill, founder of Sage International, which helps small businesses with strategy and compliance; Jeff Sheldon, an entrepreneur focused on product development and intellectual property; Solange Massa, founder of EcoAtoms, dedicated to sustainable solutions; and Anthony Kmetz, from Redwood Materials, advancing the circular economy through recycling critical materials. 

Along with Atlas, this year’s finalists included: 

• Might Brewing: Might Brewing offers low-alcohol craft beer as a middle ground between non-alcoholic and traditional brews. Launching with a lager and pale ale at around 3% ABV, it targets consumers seeking quality beer with a lighter effect, tapping into a category that’s popular abroad but still emerging in the United States. Founder Kenton Weber is in the MBA program. 

• Sails of Conquest: This pirate-themed board game blends strategy and physical skill with unique features like real projectile-firing cannons. Designed for both casual and competitive players, it introduces new dynamics to tabletop gaming through quality components and varied win conditions. Founder Krzysztof Magdziarz is studying business administration. 

• Dogwood Terra Dynamics: A service-disabled-veteran-owned startup leveraging 3D concrete printing to create sustainable, affordable housing. The company aims to partner with local businesses and developers to pursue government contracts, build in underserved areas, and support disaster relief housing initiatives. Founder Dalton Weese is in the MBA program.  

Now in its 14th year, the Sontag Entrepreneurship Competition continues to be a driving force behind student innovation at the University.  

“The Sontag Entrepreneurship Competition is a cornerstone of innovation at our university,” said Armina Karapetian, the competition’s director. “It gives students the chance to take real business risks, learn from mentors, and gain the confidence to turn ideas into real companies. Its impact extends far beyond campus by helping build a stronger regional economy and a culture of innovation in the Reno-Tahoe area.”