NW Valley Times

Elisha Fronda, a marketing influencer manager at the startup Whatnot, has capitalized on opportunities that arose after his plans to work in sports were thwarted by the COVID-19 pandemic. After graduating from Grand Canyon University in 2020, Fronda became the first full-time employee of Whatnot, a company focusing on live shopping for collectibles through a streaming platform.

Whatnot, with its innovative approach to online selling, achieved significant milestones, accumulating more than $3 billion in annual gross merchandise value in 2024, and receiving $265 million in Series E funding with nearly a $5 billion valuation. Fronda’s career trajectory at Whatnot highlights his commitment to nurturing talent from his alma mater.

“So it means a lot to be able to see other GCU folks get the same opportunity,” Fronda expressed, reflecting on how over 15 GCU alumni have integrated into Whatnot. His dedication to hiring fellow alums from GCU is underscored by his recent visit to the university, where he engaged with various classes and clubs while outlining the opportunities available at Whatnot.

Several students learned about Whatnot during Fronda's visit to GCU. He emphasized the importance of starting positions like a customer experience agent to learn and advance within the company. “Whatnot is truly changing the game of online selling, and getting to know so many GCU students are part of the change is inspiring,” said Shelby Link, president of the Sports and Entertainment Business Club.

Fronda fondly appreciates his GCU foundation, crediting the institutions' influence on his professional development. He began Ball Out Arizona, a basketball development camp, during his student years and presented it at the Honors College Symposium in 2022. This initiative caught the attention of John Hamby, a judge at the symposium, who became a mentor in Fronda’s career pursuits.

Encouraged by Hamby, Fronda reached out to Whatnot’s co-founders, leading to his current role. Reflecting on his path, Fronda shared, “I never would have done it (joined Whatnot) if it wasn’t for the Honors College and all the support here.” GCU's preparative influence and his entrepreneurial background have been pivotal in his success at Whatnot.

Although Fronda did not follow his initial sports career path, he values his journey. “I’ve had to reassess my path, and it’s a huge blessing,” Fronda said, citing Romans 8:28: “All things work together for good for those who love God and are called according to God's purpose.” His career shift highlights the dynamic world of online marketplaces and the importance of adapting to changing circumstances.