Aim for the Uprights

                Stu Crum’s college football heroics put him on the national radar as a model student-athlete. But after time in the NFL and USFL, he scored big in business.

              “All your aspirations are within reach when you follow my Aim-High Intentional Living game plan!” 

In Aim for the Uprights Crum shares intimate personal challenges and tales of lucrative victories to teach young athletes and startup entrepreneurs how to harmonize conflicting aspirations. Family. Money. Career.

Tagged as a winner with a natural gift for leadership, Crum made his name internationally in key positions with Texaco, Shell Oil, Jiffy Lube, and Bridgestone, wrangling deals with the likes of activist investor Carl Icahn and other heavy hitters. He also succeeded in private equity.

Yet beneath the surface lay a deeper man. While still at Tulsa University, following the sudden death of a friend, Crum devoted his life to his faith and embraced servant leadership.

Throughout these three illuminating sections, learn the power of answer one question!

 —Game On highlights the initial stages of Crum’s development as an affable but determined athlete who admits some of his big dreams were improbable—until they came true.

—Game Changer finds Crum fighting the adversity of a crushing heartbreak that tested his faith, and physical injuries that haunted his career in the NFL and USFL. After his business acumen grew Down Under, he expanded his leadership reach to Central and South America. But he gave it all up when Mia, the love of his life, faced a terminal illness. Money can’t buy everything.

—Late Game Score proves Crum’s belief that life begins at 60. He reaped life-changing rewards by taking a leap from corporate leadership to private equity. It’s never too late.

Simple choices—consistency—a zeal for trusting small steps. That’s all it takes to achieve your highest goals. But first you must learn how ask yourself one powerful question: What is my intention?

Stu is the former CEO of True Blue Car Wash LLC, with 71 locations in 7 states. Stu and the majority shareholder Goldman Sachs built the chain from 25 stores, doing $25M revenue, to 71 stores, doing over $100M revenue prior to its sale to Couche Tard (Circle K). Previous to True Blue,  Stu served as the President and Chairman of Bridgestone Retail operations – a $4 billion business unit of Bridgestone Americas – In his former role he had leadership oversight of operations for 2,218 company-owned tire and automotive service centers all of which employed more than 23,000 people. With 35 years of experience in the automotive retail business, Stu also previously served as President and Chairman of Jiffy Lube International, overseeing more than 2,100 franchised service centers serving approximately 22 million customers annually throughout North America. He served as COO at Service King collision repair company.  Stu held numerous leadership roles with Shell and Texaco during his 28 -year tenure, including Vice President of National Accounts, North American Automotive Consumer Products; General Manger Strategy & Portfolio, North America; Vice President Sales & Operations, Caribbean, Central America, Northern South America, Director of Marketing, and Head of Retail at Caltex New Zealand where he oversaw the retail operations for 325 convenience stores.

He earned a bachelor’s degree in Marketing from the University of Tulsa, where he attended on a football scholarship before spending three years as a professional place kicker in the NFL and USFL.

Stu currently sits on the board of Drive Automotive, a tire and service company owned by Silver Oak Services Partners, he served on the board of Vive Collision, owned by Garnett Station Partners, DRB Systems, owned by Prairie Capital, and Car Advise, LLC. Stu served on the advisory board for the Collins College of business at the University of Tulsa, he is a former trustee for the Boys and Girls Clubs of America, former Chairman of Northwest Houston Young Life, and former National Vice President of the Muscular Dystrophy Association. Stu and his wife Mia reside in Spring, Texas. They have two grown married children in Houston and four adorable granddaughters.