Outside of football, Sims also has a passion for barbecue. In the early 2000s, Sims met current business partner, entrepreneur and retail expert, Jeff Jackson. They met while jointly working on marketing campaigns for major retail apparel brands. Both Sims and Jackson are from regions known for great barbecue. With Sims, from Hooks, Texas, and Jackson, from Kansas City, Kansas, it was only natural that the two would combine their passions into a barbecue-based business.
In 2004, Sims and Jackson opened the first Billy Sims Barbecue location in Tulsa, Oklahoma at the landmark Farm Shopping Center.