Not an upstart. They've been around for quite a while. Used to do quite a bit of flying for NHL teams. Saw them when I was working at an FBO during school. The 737-200s they fly are older than dirt and have the wear and tear to prove it.
Most of the pilots that worked there were furloughed guys who went there solely for the purpose of getting that 73 type for Southwest and couldn't wait to get out.