So did I, but outside the context of sports it still mostly means scamming people and/or generally earning money illegally to me. Or maybe a dance.

I don't think I ever saw/heard it used in its startup culture sense until I was in my late 20s or so, probably on this very site (and no, I didn't grow up in a place where "hustling" in the sense of scamming/dealing was common) so the scamming/defrauding/dealing/etc. meaning is what sticks with me. Definitely colors my perception when I see it used for other things.