St. Petersburg, Fla. – Former sports‑marketing entrepreneur and high‑performance coach Rob Cressy announced this month that his firm, Cressy Creating, has joined spARK Labs, the ARK Invest incubator located in downtown St. Petersburg. The partnership gives the local startup community access to Cressy’s AI‑enabled workshops, team coaching, and one‑on‑one sessions.
AI as a Business Assistant
Cressy, who began using ChatGPT the first week it launched, says the experience convinced him that artificial intelligence will be a core tool for any modern business. Rather than teaching the technical details of the software, he frames AI as an “assistant” that can be instructed like an employee. “Talk to ChatGPT like you would talk to a staff member – give clear directions, set goals, and ask for clarification when needed,” he explained.
Coaching Philosophy
Although Cressy does not have a formal coding background, he believes that his “human‑first” perspective helps him meet clients where they are. He builds systems, processes, mindsets, and states of being that let business owners leverage AI without feeling overwhelmed. He also stresses ethical concerns, warning that over‑reliance on AI could erode authenticity and personal connection.
Why spARK Labs?
For Cressy, joining spARK Labs was a natural extension of a decade‑long involvement in tech and innovation in Chicago. “What I missed most from Chicago was the community, the people, and the pulse,” he said. The incubator’s focus on AI attracted him because many of its founders possess deep technical knowledge, creating a fertile environment for collaboration.
He noted that while AI adoption is common in 99% of the world’s leading tech hubs, many other regions still view it with suspicion or as a time‑consuming novelty. By bringing his coaching model to St. Petersburg, Cressy hopes to accelerate local businesses’ competitiveness.
Implications for Local Employers
Cressy warned that future hiring will increasingly favor candidates who can effectively use AI tools. “If you don’t use it, you’re behind in a skill you need to be the best,” he said, emphasizing that even recent graduates must be AI‑savvy.
He also highlighted the tension between schools’ strict policies on AI use and the business world’s demand for the technology. While some educational institutions label AI assistance as cheating, Cressy argues that responsible use is essential for real‑world success.
Looking Ahead
Through spARK Labs, Cressy Creating plans to expand its reach, offering more workshops and a new podcast series, “The Undeniable Leader,” which explores entrepreneurship, AI, and business growth. The partnership underscores St. Petersburg’s growing reputation as a hub for tech‑forward entrepreneurship and aligns with the city’s broader efforts to attract innovative talent.
Original reporting: St. Pete Catalyst — read the source article.
