Clients of PLS Aviation, a US private aviation brokerage and advisory firm founded by former NFL player and Wheels Up co-founder Jim Pyne, now have access to luxury travel company Atelier Curioso’s expertise in customised itineraries, luxury accommodations, destination logistics and exclusive experiences. The Atelier will handle ground logistics and itinerary design, and in return its clients will benefit from the Tampa, Florida-based company’s private charter brokerage and advisory services.

“At PLS Aviation, our business has always been about relationships and taking care of people,” says Pyne. “Our clients trust us to provide safe, reliable and personalised private aviation solutions. This partnership allows us to extend that same level of service beyond the aircraft and help create an exceptional experience throughout the entire journey.”

Pyne brings decades of experience across professional sports, business and private aviation. Following his NFL career, he became a founding member of Wheels Up in 2013 and helped build the company into one of the most recognised brands in private aviation, culminating in its public listing in 2021. Having spent more than a decade helping build it up, he says he understands the importance of creating a differentiated experience and he’s now applying that knowledge through a highly personalised, asset-light business model.

In June 2026, Pyne founded PLS Aviation to offer a more personalised, flexible and value-driven approach to private aviation. The company provides on demand charter brokerage and aircraft advisory services without membership fees or long-term commitments. Former MLB All-Star Carlos Pena joined as strategic partner, sports and entertainment in August this year. He works alongside Pyne to expand the company’s footprint across professional sports, entertainment and business sectors, having played 14 Major League Baseball seasons where he earned All-Star, Gold Glove and Silver Slugger honors, as well as the Tampa Bay Rays’ single-season home run record of 46 in 2007.

“Although we publicly launched PLS Aviation in June 2026, we actually began booking flights in August 2024,” he continues. “We served hundreds of travellers during our first year, and our business is currently running at more than double our first-year pace. We’ve achieved this growth organically, without traditional advertising, primarily through relationships, referrals and repeat business.”

As the company continues to grow, so it continues to look to expand the team with people who share its commitment to exceptional service, integrity and building long-term client relationships.

“We’re thrilled to add PLS Aviation as a strategic partner,” says Jessica Manley, founder of Atelier Curioso. “So many of our clients are moving away from commercial flights, and the private aviation market has become crowded and hard to navigate. Having Jim and his team in our corner means our clients get trusted, personal guidance every step of the way. Private aviation will only continue to grow, and we’re excited to see where this partnership takes us.”

“Private aviation is often just one part of a much larger journey,” adds Pyne. “Whether our clients are travelling for business, planning a family vacation or celebrating a special occasion, we want to help make the entire experience exceptional. Atelier Curioso is a natural fit because it shares our belief that great service is built on trust, relationships and attention to detail.”