By Andreas Themistocleous, APC Sports Consulting Ltd
Anyone involved in collegiate sports knows every athlete aims for a pro career once they sign a National Letter of Intent. This ambition stems from the drive instilled in every athlete, with an inherent belief in achieving success. Athletes set goals and chase them with flair, confidence, and unyielding self-belief fuelled by past accomplishments.
It’s natural for college athletes to believe in this dream. Look around any gym or sports venue, and you’ll see motivation everywhere. From t-shirt slogans to social media posts, everything encourages athletes to think they can achieve greatness. I come from this environment too, so I don’t question the culture, but should we?
The reality is that fewer than 2% of college athletes go pro, and the NCAA has emphasized a crucial point. The message, “You’ll all turn pro in something other than sports,” gets overlooked as athletes focus on the first part. It’s important to set goals and pursue them, as the effort determines success. Hopefully, athletes set SMART goals, which are Specific, Measurable, Attainable, Realistic, and Time-bound.
In strategic management classes, I remind students that SMART goals should always have a Plan B. It’s not doubt or negativity, but because even pro athletes may not enjoy a lavish lifestyle. Many athletes envision themselves living the high life with fame and wealth, but those dreams may not materialize for most.
Athletes should consider their future beyond sports, seeing themselves as parents, spouses, and community members. Visualizing a balanced life makes them more successful. Their career might not last forever, but their legacy can continue through other life endeavours, including relationships and community contributions. They should also plan for life after sports with financial and career strategies.
A healthy financial plan and savings are crucial. Education and knowledge should always be a priority, as they are the foundation. The legacy isn’t just about sports achievements; it’s about thriving in life after sports. Success in post-sports life includes being professional, family-oriented, and involved in the community.
The pursuit of money is important, but it’s not everything. The US is grappling with major ethical and value-based challenges. College athletes should ask themselves not just “how” and “what,” but also “why” and “why not me.” The future is about personal success, but it also impacts your family, community, and country.
Create a SMART strategy for life that includes “how” and “what,” while preparing for financial freedom. Don’t forget the “why” too. Balance your goals to ensure your legacy is meaningful and sustainable.