About Hustle PHX

About Us

Some of the best natural entrepreneurs in the United States are in underserved urban communities. They are called hustlers – visionary risk-takers who seize the opportunity to move product and turn a profit. They have the God-given skills, attributes, and talents of an entrepreneur, but they lack key resources needed to create sustainable businesses that benefit the broader community. At Hustle PHX, we want to let the hustlers hustle – for the common good.

Hustle PHX is an initiative of The One Institute, LLC, a registered 501(c)(3) in Arizona established to educate business leaders in doing business for the glory of God and the common good.

hustle entrepreneurs

Hustle Leadership

Oye Waddell is the Executive Director of Hustle PHX. Waddell grew up in inner-city Los Angeles and has a long track record in urban education and entrepreneurship. He attended the University of Washington on a full athletic scholarship to play football. He later earned a Master of Public Administration from the University of Southern California, and a Master of Education from Arizona State University. He is the founder of Gameplan International and serves as a pastor at New City Church in downtown Phoenix.

Our Values



Hustlers transcend tradition, ideas, rules, and patterns of thought.
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Hustlers are always learning, reading, and acting on new things and ideas.
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Hustlers are loyal and can be trusted.
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Hustlers have influence and can move people in a positive way.
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Hustlers create new ideas and put those ideas into action.
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Social Impact

Hustlers create change that impacts their community.

Community Partners

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arizona christian logo
new city church logo
redemption church logo
phx logo
asu logo
surge logo
aztv logo
national bank az logo
hope center
unlimited potential logo
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