The decline in federal research grant funding and incentive-based budget models to support a university’s mission has necessitated a paradigm shift in the pursuit of available sources of funding. Programs built around federal funding are once again pursuing funding opportunities from industry. Universities are reevaluating their research funding models and career expectations (tenure, promotion) that support a researcher, laboratories, and a defined research agenda. Kinesiology departments are in a strong position to pursue industry funding for fitness, sports, and performance-related research. While grant funding focuses on empirical data-driven research, industry looks for product exposure, validation (empirical data to support claims), and commercialization. Industry partnerships can provide funding in supporting research, developing sponsor-named facilities that benefit both parties. With these cooperative efforts come some unique challenges (financial, proprietary, data interpretation, etc.) that must be addressed.