UF S&D: Florida’s Joaquin Gonzalez Pinero Takes Third at 2025 SEC Start Up Competition

SEC Start Up is a newly created student-athlete pitch competition, designed to foster entrepreneurship.

University of Florida swimmer Joaquin Gonzalez Pinero<https://floridagators.com/sports/mens-swimming-and-diving/roster/joaquin-gonzalez-pinero/17092> was one of five finalists to pitch his business idea, Musa Coffee, to a panel of esteemed judges at the 2025 SEC Start Up<https://www.thesecu.com/sec-start-up/>: A Student-Athlete Pitch Competition, which aired on the SEC Network on July 14.

Gonzalez Pinero’s Musa Coffee<https://www.musacoffee.com/> earned third place and a $7,000 cash prize. Nestled in the hills of Finca la Montaña, Musa weaves a story of connection between the land, the plants, and the people who tend to our coffee. From the heart of Columbia, Musa brings superior quality coffee to the U.S. from his family’s farm in Colombia.

“I’d like to thank the University of Florida, the SEC and Regions Bank for the incredible opportunity to participate in this year’s SEC Start-Up competition,” Gonzalez Pinero said. “It has been an incredible experience and learning opportunity to grow as an entrepreneur. I’d also like to give a special thank you to Professor Tinker and Professor Kraft for the support.”

Gonzalez Pinero recently concluded his four-year collegiate career with the Florida men’s swimming & diving team, where he distinguished himself as an All-American. He was a member of three SEC Championship winning teams and earned All-SEC Second Team honors twice. Specializing in the butterfly and individual medley (IM) events, the Gator posted career-best times of 49.52 in the 100-yard fly, 1:41.33 in the 200-yard fly, 1:42.07 in the 200-yard IM and 3:41.22 in the 400-yard IM.

Bringing together innovative minds and entrepreneurial spirits from across the Southeastern Conference, SEC Start Up is an academic competition in partnership with Regions, the official bank of the SEC, in support of the entrepreneurial ventures of student-athletes.

Participants had the chance to pitch their business ideas to a panel of esteemed judges, which included Regions Bank Executive Vice President of Community Affairs Leroy Abrahams, former Auburn men’s basketball player and businessman Daymeon Fishback, content creator and HSN/QVC host Emily Loftiss, and CEO of BIOLYTE Jesslyn Rollins.

Godors, which is an athletic gear spray targeted towards clothing post-workout by removing odor instead of covering it up, was named the winner of the SEC Start-Up business competition. The business is led by Cole Piotrowski, a track and field student-athlete from the University of Mississippi.

2025 SEC Start Up Finalist and Awards
First Place
$10,000

Godors<https://godors.com/>
Athletic gear spray targeted towards clothing post-workout by removing odor instead of covering it up.

Cole Piotrowski

University of Mississippi track and field

Second Place
$8,000

Planet of Snacks<https://planetofsnacks.com/>
Importing international snacks to the U.S. so people can enjoy familiar favorites from home.

Liam Heary and Harrison Ranier

Auburn University swimming and diving

Third Place
$7,000

Musa Coffee<https://www.musacoffee.com/>
Bringing superior quality coffee to the U.S. from his family’s farm in Colombia.

Joaquin Gonzalez Pinero

University of Florida swimming and diving