now you're seeing the full arsenal of shannon sharpe.s or oprah winfrey. >> love that intro. >> reporter: one of several athletes turning to a podcast playbook. >> welcome back to new heights. >> reporter: from the kelce brothers to micah parsons, pro athletes cashing in on personality, finding new fame and fortune off the field. we wanted to channel that same atmosphere with sharpe answering questions. i'm just missing one thing, good to go now? >> yes. >> it works. it definitely works. >> reporter: sharpe remembering this advice from his grandfather. >> doing something over and over doesn't mean you're working hard. that's a habit. he says, you make sure you put the time in to do it right, because you're not going to want to do it over. >> reporter: an idea echoing from the end zone to the air waves and beyond. jesse kirsch, nbc news, atlanta. >> larger than life in so many ways. thanks so much for starting your week with "early tod." i'm frances riayra >>> from nbc news, this is a special report. here's savannah guthri