"Hustle" was one of my favorite words growing up, because it described something I admired and wanted to embody myself, but I have retired it from my active vocabulary outside of sports contexts, because if it's misunderstood, it's going to be misunderstood as something that I loathe.
Yeah there's the meaning in sports which was probably the first I ever encountered, but it's pretty different from the startup/business definition (one might relate them, but they seem to me to carry pretty different connotations) and again, in the context of some kind of money-making venture my association with it was 100% "scamming folks".