Hector Rivas spent a decade building ThriftBooks into one of the country’s largest used-book sellers, before an unlikely second act: co-founding a sports agency representing NFL players.

That career change led him to the problem behind his newest startup, and to the Las Vegas Raiders running back who just invested in it.

Nukleus, based in Issaquah, Wash., is building what Rivas calls an operating system for the business of sports. The idea is a single workspace for everyone in an athlete’s orbit: agent, lawyer, CPA, financial advisor, marketing team, and others. It lets them all work from the same contracts, deadlines and records, rather than each keeping a separate pile of emails and spreadsheets.

The idea came out of Rivas’s years at Disruptive Sports, the agency he co-founded in 2020 and left earlier this year.

Ashton Jeanty, who signed a four-year, $35.9 million rookie contract with the Raiders in 2025, has taken equity in the company and signed on to serve as its public face.

Nukleus has also named four strategic investors: Mat McBride, Microsoft’s executive vice president and CFO for commercial products and infrastructure; WaFd Bank President and CEO Brent Beardall; investor Skyler Nelson, previously of Vulcan Capital and its successor firm Cercano; and Dr. Brett Kindle of the Andrews Institute in Gulf Breeze, Fla.

The company has a team of 12 based out of its Issaquah office, plus a supporting engineering team in India. Most of the team is engineering.

Other executives include CTO Eric Ahlstrom, previously at Microsoft, Unity, Oracle and ESPN; chief creative officer Ben Miller, a former creative director at the University of Washington and CAA Sports; and CFO Matt Porter, who worked with Rivas at ThriftBooks, EcoGoodz and Disruptive.

Nukleus closed a pre-seed round from friends and family in 2025 and is raising again now. Rivas declined to disclose the amount raised by the company so far.

From books to football: Rivas was ThriftBooks’ first CEO, running the used-book seller for about a decade after it launched in 2003. Based in the Seattle area, the company grew during his tenure from a storage unit in Kirkland, Wash., to 10 distribution facilities in 10 states, by his account.

He went on to found EcoGoodz, a used-goods and overstock brokerage, and in 2020 co-founded Disruptive Sports Agency with agent Henry Organ.

Rivas, an NFLPA-certified contract advisor, worked the business side of the agency. He left earlier this year to build Nukleus full time.

The years inside the agency are what produced the idea.

Everyone in a player’s orbit was working off “their own version of the truth,” Rivas explained via email: the agent, the lawyer, the CPA, the financial advisor, the marketing team. The athlete, he said, “was the one absorbing the cost of that disconnect,” in slower decisions and deals that fell through the cracks.

The pitch in Las Vegas: Jeanty and Rivas knew each other from Rivas’s years at the sports agency, and Rivas said the running back had been tracking what he was building.

“Because Ashton and I already knew each other, and he’d been aware of what I was building, the conversation came together naturally,” Rivas said.

He flew to Las Vegas to walk Jeanty through the model, the team, and where the company was headed. Rivas said Jeanty’s equity reflects both money invested and his role promoting the platform.

In a statement, Jeanty described the job of running his own career.

“Coming into the NFL, you become a CEO, directing a team of agents, advisors, and marketers, whether you’re ready or not,” he said. “Nukleus is what finally gets them all on the same page, so I can actually run that team the way it should be run. That’s why I invested in it.”

Where things stand: The product is in a free beta with about 30 users, including athletes, agents, agencies, lawyers and marketing staff. Nukleus plans to charge $99 per user per month for a starter plan and $249 for a full-featured one, with custom enterprise pricing. Athletes join free.

Alongside contract storage, deadline tracking and a shared workspace, the company is building AI tools meant to answer questions about contract terms and league rules.

Others are working similar territory. Agent Live 360 sells software built specifically for sports agents, and Opendorse, which says it works with more than 1,000 sports agents, offers tools to negotiate, approve and track deals. Nukleus says it differs from narrower tools by serving everyone in an athlete’s orbit.

The bigger bet: The company is looking well past a single app.

“Long-term, I don’t see this as a tool athletes use, I see it as the infrastructure the entire business of sports runs on,” Rivas said. “Every athlete becomes the center of their own connected team, and every professional working with them, across every sport, at every level, operates on one shared system instead of a hundred disconnected ones.”

Amazon is reportedly cutting the spines off old books and scanning the pages at a Las Vegas facility, presumably to train AI models on text that exists almost nowhere else.

The company won’t confirm that’s the reason. It gave us the same statement it provided to 404 Media, which broke the story: it “purchases books through commercial channels to help develop and improve the products and services our customers use.”

But what really got my attention (and professional admiration) was 404 Media’s means of discovering this was happening at all: reporter Emanuel Maiberg put an Apple AirTag in a rare book and watched where it went, like a biologist tracking an endangered salmon.

Maiberg, a co-founder of 404 Media, has been digging into this topic for a while. He reported in July that booksellers were seeing a massive surge in bulk orders from buyers who didn’t haggle.

According to Maiberg’s latest story, a seller informed him that they’d received an order for about 1,000 books through the marketplace Biblio, and agreed to slip an AirTag supplied by 404 Media into one of them. 404 Media granted the seller anonymity because the seller was worried the disclosure would hurt their business.

The book flew out of a California airport to Milwaukee, sat for two weeks in a distribution warehouse outside Kenosha, Wis., then went west by truck, making an overnight stop in Grand Junction, Colo., before arriving at an Amazon warehouse in Las Vegas known as LAS8.

As Maiberg recounts in the story, he was initially confused. LAS8 is largely a print-on-demand operation. It prints and ships books as customers order them, the opposite of destroying them.

But the AirTag put the book at the north end of the building, which Amazon employees who posted on a workers’ forum described as a separate operation with its own code: VGT3. Its logo, painted at the entrance, is a T. rex with an open book in its hands. Employees described a split operation: some workers cut books, others received them and scanned bar codes.

Booksellers told Maiberg the bulk orders never included the very rarest books, the ones old enough to predate ISBNs, suggesting that buyers were working methodically through the serial numbers assigned to every published book.

A history of reportorial tracking

This technique of journalistic investigation has actually been around for a while.

The Basel Action Network, a Seattle nonprofit, started planting GPS trackers inside old printers and monitors in 2014, dropping them at Goodwill locations and recyclers around the country to find out where America’s electronic waste actually ends up.

Nearly a third of the tracked devices were exported. Two old TVs dropped at Oregon recyclers traveled to a warehouse in south Seattle, then to the Port of Seattle, and to junkyards in Hong Kong. BAN’s trackers led to federal conspiracy charges against Total Reclaim, the Seattle recycler that had been handling that Oregon e-waste.

Over the years, others have adopted the same tactics. ABC News put trackers in plastic bags dropped at Walmart and Target recycling bins in 10 states, and Finland’s public broadcaster hid them in used clothing to trace where donated fast fashion actually ends up.

What’s different now is the hardware. BAN worked with MIT and used cellular trackers that needed a data plan. Maiberg used a $29 AirTag that reports its position by pinging any nearby iPhone.

What’s going on at VGT3?

Sure, it’s possible that the slicing and scanning at Amazon’s VGT3 could be for something other than training AI models. Amazon has digitized books for two decades, for example, going back to Search Inside the Book. But that program runs on files publishers submit themselves. It doesn’t require buying used copies on the open market and cutting the spines off.

The circumstantial evidence pointing to AI is strong.

The books are rare titles with almost no resale market, but that’s exactly what makes them valuable as training data. The text was never digitized, and books printed before the AI boom are free of the machine-generated writing that degrades AI models trained on it.

The bookseller who sold the tracked shipment put it plainly to Maiberg: the books have historical and sentimental value, and the AI companies destroying them don’t care about that.

Cutting the spine is faster for scanning. It’s also the specific act that made Anthropic’s version of this legal: in June 2025, a federal judge ruled that buying print books, stripping the bindings and scanning them was fair use, because the digital copy replaced an original that no longer existed.

The same ruling went against Anthropic on books it had downloaded from pirate sites, which is the claim the company has since settled for $1.5 billion.

As someone who has covered Amazon for a while, I should note that this could be some “peculiar” project that actually looks nothing like anything people are speculating about, which will only become clear “in the fullness of time,” to use some of the favorite phrases inside a company known for being “willing to be misunderstood for long periods of time.”

But in the meantime, it’s pretty fascinating to see everyday technology being used in a creative way to uncover something that otherwise might have never come to light.