Controlling Your Narrative as an Athlete in Business

Too often, athletes—current or former—are grouped together under broad labels like "athlete investor" or "athlete entrepreneur." Regardless of business type, stage, or expertise, the world assumes our journeys are the same, as if our transitions follow a common script.

The reality? No two paths look alike.

The business world, investment circles, and corporate leadership often see athletes through a narrow lens, missing the transferable skills and diverse perspectives we bring.

The oversimplification does more harm than good. It turns an already complex transition from sports to business into an even tougher challenge to navigate.

More than one dimension

I’ve lived this reality firsthand.

In 2019, I was introduced to a hospital system who was looking to expand their footprint. They were in the process of standing up a new innovation center.

I was running a boutique consulting business working with companies at the intersection of sports, wellness, and technology, so there seemed to be a fit.

The market validated the value of my work—at the time I was partnered with Columbia Business School running an executive education program and advising an accelerator led by the NFLPA. I was also regularly on stages at CES, Collision Conference, Amazon HQ, and other national conferences and events.

But to the hospital, none of that seemed to matter.

They wanted to engage me —but only on their terms. To them, I was the "former athlete" with deep pockets. Instead of leaning into a conversation that could have produced mutual value, they took another route.

They immediately steered the conversation toward what they assumed would interest me. They showcased the technology they were developing within their new innovation center hoping to wow me into writing a large donation check to the foundation.

The foundation ‘handlers’ never considered the value my current work could contribute value to the innovation center itself—they were stuck on the former player.

Fortunately, one person in the room saw beyond the jersey number. He was the executive tasked with standing up the innovation center.

His ability to see the current version of me vs. the former version of me led to an opportunity — for both of us.

He was in over his head with this initiative, overwhelmed and under resourced. After we initially met on the ‘showcase tour’ we kept in touch and started building a relationship. He was willing to engage with me where I was, not where his colleagues assumed I should be.

Over the next handful of months, those conversations evolved into me being hired as the Managing Director of the Center for Innovation.

For two years, I built and implemented the innovation center’s business model and led programming efforts, including a new intrapreneurship program that help hospital employees develop, commercialize intellectual property, then take it to market.

But what if I had accepted the narrative placed upon me? What if I had played along and simply become the donor they expected?

None of that value gets realized.

Assumptions limit upside

This experience isn’t unique to me. It happens to countless former athletes trying to carve out new lanes for themselves.

Default perceptions often dictate how doors open — or if they open at all.

Many athletes transitioning into business are met with well-intended but limiting assumptions. They’re expected to become brand ambassadors for consumer brands, real estate, or fitness-related businesses—fields that align with the external perception of their value.

But what about the athlete interested in fintech? Or healthcare? Or enterprise software?

Yes, these ventures require technical knowledge, market expertise — which is no different than any other novice entering those fields.

But a fintech startup founder doesn’t have to introduce themselves as the ‘former attorney,’ so why should a fintech founder that just happened to play elite level sports self identify differently?

The assumption is that if an athlete succeeds in business, it must be in an area somehow connected to their playing days.

Why?

Because to the outside world, an athlete’s value is based on the ability to entertain—not the processes, discipline, and work ethic that fueled their success in the first place.

Show up to shift the narrative

Breaking through these limiting perceptions and shifting your narrative requires a two-pronged approach: getting in the room and showing undeniable value once you’re there.

Get in the Room: You can’t change perceptions from the outside looking in. If you’re an athlete transitioning into business, sometimes you have to take the meeting, enter the room, and assess the landscape—whether or not they see your full value immediately.

Show Your Value: Once inside, be intentional about demonstrating expertise beyond your playing career. This doesn’t mean proving yourself through empty gestures or gimmicks—it means: speaking the language, showing your preparation, and executing at a high level.

Perception might dictate how opportunities start, but persistence and integrity determine how they finish.

I wasn’t initially invited to that hospital system to help lead an innovation center. But once I was in the room, I made sure the right people understood what I brought to the table.

Had I accepted their limited view of my value, the opportunity to build something transformational would have never been possible.

Takeaways for the journey

1. Perception is a Starting Point, Not a Definition

   • How people see you initially is not how they have to see you forever.

   • Repositioning yourself is about persistence and execution.

2. Don’t Compromise Your Value to Fit the Room

   • Just because a space wasn’t originally designed for you doesn’t mean you don’t belong there.

   • Adapt where necessary, but don’t diminish yourself and your expertise to meet limited expectations.

3. Your Presence Can Change the Narrative

   • People won’t always see your full value at first—but if you never show up, they never will.

   • Be patient but persistent in reshaping perceptions.

Closing thought

If you’re an athlete stepping into business, understand that the world may not immediately recognize the depth of your potential. But just like in sports, you control how you show up, how you prepare, and how you execute.

Your journey is not a monolith—so don’t let others box you into one.

Ready to take the next step?

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