By Panayiotis Constantinou, Contributor
There’s a moment in every athlete’s career—sometimes loud, sometimes quiet—when the jersey starts to feel temporary. Bodies age, contracts expire, and the roar of the crowd softens. What remains is a question; What’s next? For some, the answer is broadcasting, coaching, or philanthropy. For others, it’s something bolder—something built from scratch: Business.
Athletes and entrepreneurship might seem like strange bedfellows. One is built on instinct and speed, the other demands patience and strategy. But in reality, the skills that make athletes great—discipline, vision, resilience—are precisely the traits that fuel successful founders.
Today’s entrepreneurial athletes are no longer rare exceptions; they’re a rising archetype. Here’s how—and why—more athletes are building businesses beyond sports.
1 | From Consumer to Creator: Investing Where You Already Live
Before Serena Williams became a household name in venture capital, she was the face of brands. But eventually, she shifted roles—from endorsing to owning. In 2014, she launched Serena Ventures, a VC fund focused on early-stage startups, particularly those led by women and founders of color. The fund has backed over 60 companies, including MasterClass, Noom, and Daily Harvest.
The lesson here is strategic proximity:
- Athletes know consumer markets intimately—especially in fitness, wellness, and tech.
- Starting a business in a space you understand viscerally shrinks your risk.
- You don’t have to invent something from scratch; you can reinvent the value chain you already navigate.
In this sense, athletes are natural brand-builders. Turning that awareness into ownership is the next play.
2 | Monetize the Name Before It Fades
Maria Sharapova didn’t wait until retirement to plant business roots. In 2012, at the height of her tennis career, she launched Sugarpova, a premium candy line. By leveraging her personal brand and global recognition, Sharapova ensured that her business would ride the same wave as her athletic prime. A decade later, Sugarpova is stocked internationally and valued in multi-millions.
Take note:
- Timing matters. Launch when your brand equity is high—before the curtain call.
- Endorsement deals fade, but a business you own keeps working after your last game.
- You don’t have to build alone—Sharapova partnered with veteran confectionery advisors.
Your name is currency. Use it before inflation hits.
3 | Brick by Brick: Real Estate as the First Venture
Before becoming a global mogul, Magic Johnson began with a single investment in a small movie theater in a predominantly Black Los Angeles neighborhood. His insight? Communities were being overlooked by mainstream developers. What started as Magic Johnson Theaters evolved into a portfolio of Starbucks franchises, gyms, and real estate ventures worth over $1 billion.
Why real estate?
- Tangible returns, stable cash flow, and legacy-building potential.
- Community-based projects often offer both ROI and reputation benefits.
- Athletes often come from underinvested neighborhoods—they understand unmet demand.
It’s not glamorous at first. But like training camp, real estate rewards consistency over time.
4 | Turn Locker Room Wisdom into Scalable Products
After years in the league, Russell Westbrook noticed something: young athletes lacked role models not just on the court, but in the boardroom. So, he launched Honor the Gift, a streetwear brand rooted in LA culture and athletic grit. It’s now sold in global boutiques and worn by stars who weren’t even born when Westbrook was drafted.
Key insight:
- Your perspective is unique—what felt like casual locker room chatter might actually be a market gap.
- Founding a brand with values gives it staying power.
- If you build what you wish had existed when you were starting out, others will likely want it too.
You’ve already got the story. The business just gives it legs.
5 | Hire the Right Team—Not Just the Familiar Face
When Venus Williams launched V Starr Interiors, an interior design firm, she didn’t just hire friends. She brought in seasoned professionals and let the business speak to avoid the pitfall of being the face without the structure. Today, V Starr handles multi-million dollar commercial and residential projects and has become a quiet but profitable engine behind her post-tennis career.
Lessons worth copying:
- You are the founder, not the whole company. Hire for what you don’t know.
- Avoid ego traps—celebrity status won’t cover poor operations.
- Professionalize early, even if your brand is personal.
Being the boss doesn’t mean doing every job. It means building the right bench.
Final Word: The Second Career Can Be the Legacy
Athletic careers are finite. But the ideas, relationships, and drive you develop on the court, track, or field? Those don’t expire. They evolve. Whether it’s founding a tech start-up, launching a fashion line, or quietly growing a real estate portfolio, entrepreneurship lets athletes stay in the game long after the scoreboard fades.
Don’t wait for retirement to ask, “what’s next?” Start building while the spotlight is still on. The business of your future doesn’t need to compete with your sport just needs to outlast it.
The Money Smart Athlete® Blog is established and run by the Sports Financial Literacy Academy® (SFLA). Through its education programs, the SFLA has the vision to financially educate and empower athletes of all ages to become better people, not just better athletes. For more information on our courses, our SFLA Approved Trainer Program®, and how they can benefit you and your clients, please get in touch with us at [email protected] .