The end of a sports career comes faster than most athletes expect. For many, retirement happens in their 20s or 30s. That leaves decades of life ahead. The big question is what comes next. More and more athletes are stepping into business. They are moving from the playing field to the boardroom.
The Short Window of Sports
The average professional athlete’s career is short. A 2016 NCAA study showed that less than 2% of college athletes go pro. For those who make it, careers can last only a few years. The average NFL career is just 3.3 years. Basketball players average about 4.5 years.
This short window means athletes must plan for life after sports early. Many have to reinvent themselves at a young age while peers in other industries are only just getting started.
Why Athletes Make Strong Business Leaders
Athletes bring transferable skills into business.
- Discipline: Training daily builds habits that apply in any workplace.
- Resilience: Losses and injuries teach recovery and persistence.
- Teamwork: Success in sports often depends on collaboration, not just talent.
- Performance under pressure: Big games mirror high-stakes business deals.
These qualities make athletes appealing to investors, boards, and startups.
Real Stories of Transition
Some athletes struggle, while others thrive in their second act.
Michael Jordan became more than a basketball legend. He turned his brand into a business empire, with Nike’s Jordan line pulling in $5 billion in sales in 2022. Serena Williams invested in over 60 startups, focusing on women- and minority-led companies.
Aaron Keay, a former professional footballer, transitioned into corporate finance and later became an investor and entrepreneur. He built companies in consumer products, wellness, and technology. His career shows how competitive drive and leadership can move from sports to business.
The Challenges They Face
Transition isn’t easy.
- Identity shift: Many athletes struggle without the structure of training and competition.
- Financial risk: A 2009 Sports Illustrated report found 78% of NFL players face financial stress within two years of retirement.
- Lack of experience: Business skills aren’t automatic. Athletes must learn new industries.
This mix makes planning and guidance critical.
Actionable Lessons for Athletes Entering Business
Table of Contents
1. Start Learning Early
Athletes should build networks while still playing. Take courses, shadow business leaders, and explore industries of interest. Education lays the foundation for the next chapter.
2. Use Your Platform
Athletes often have unique visibility. Social reach and public recognition can open doors. Use it to launch a product, attract investors, or support a cause. But treat it as a starting point, not the entire strategy.
3. Surround Yourself With Experts
Strong advisors matter. Lawyers, accountants, and mentors can prevent costly mistakes. Look at Magic Johnson. His business success came from hiring skilled people around him.
4. Play the Long Game
Don’t chase quick wins. Invest time in learning and building. Choose industries that align with personal interests. Wellness, media, and consumer products often attract athletes because they’re relatable.
5. Give Back
Athletes who succeed often stay connected to their roots. Community work not only creates impact but also builds networks and trust.
Industries Where Athletes Thrive
Athletes are finding opportunities in several sectors.
- Consumer Products: Clothing, beverages, and supplements tie naturally to active lifestyles.
- Wellness and Fitness: Gyms, training apps, and recovery products match personal experience.
- Media and Entertainment: Podcasts, content platforms, and production allow storytelling.
- Technology: From apps to wearables, tech companies seek athletes’ input on performance needs.
These industries value authenticity. Athletes bring credibility because they live what they promote.
Stats That Show the Shift
- The global sports sponsorship market is worth $57 billion (Statista, 2023), and many athletes now take equity in brands instead of one-off deals.
- Athlete-backed funds and ventures are growing. Kevin Durant’s Thirty Five Ventures and LeBron James’ SpringHill Company are valued in the hundreds of millions.
- The wellness industry itself is projected to reach $8.5 trillion by 2027, giving athletes space to invest and build.
Making the Leap: Practical Recommendations
- Mentorship programmes: Retired athletes should join or create networks that link sports with business education.
- Partnerships over endorsements: Equity deals offer long-term upside compared to one-off payments.
- Continuous training: Just as athletes train physically, they should train mentally in business—through books, workshops, and practice.
- Experiment small: Start with side projects or angel investments before running a full company.
The Future of Athlete Transitions
More athletes will enter business as career paths shorten and opportunities expand. NIL (Name, Image, Likeness) rules in U.S. college sports are teaching young players branding skills earlier. The gap between athlete and entrepreneur is closing fast.
What’s clear is this: the skills that fuel athletes on the field can power success in business. But the shift takes planning, humility, and a willingness to start over.
Final Takeaway
Athletes don’t stop competing when they leave the field. They just change arenas. The boardroom rewards the same focus, grit, and teamwork that sports demand.
For those preparing for the leap, the lessons are clear: start learning now, build the right team, and play the long game. The transition isn’t easy, but it’s a chance to create impact that lasts far beyond the final whistle.