A STEP-BY-STEP GUIDE FOR FEMALE ATHLETES
By Jordan Guard, Founder of the Women's Sports Alliance
Starting a business as a female athlete? It might sound impossible when you’re already competing at the highest level, but trust me, it’s possible. As someone who’s been there, I understand the pressure, the packed schedules, and the sheer mental focus it takes to perform on-field. But I also know that athletes have a unique mindset and drive that makes us perfectly suited to entrepreneurial success.
In this guide, I’ll walk you through how to get started. Whether you’ve been putting off starting a business, or you’re just starting to think about life after sport, here’s how to balance business and competition, and succeed at both.
1. FIND A PROBLEM TO SOLVE
Like in sport, every great business starts with a problem that needs fixing. Think about the frustrations you face daily, both in and out of sport. Maybe there’s an issue with a product you use, or you see a gap in how athletes are represented off-field. Whatever it is, your business should aim to solve a problem you’re passionate about. Once you’ve nailed this, everything else starts to fall into place. However, just because you have identified a problem that you face, it doesn’t mean that anyone else faces the same problem. Find a problem that thousands (or better yet, millions) of people face.
2. DEFINE YOUR WHY
Before you design the look and feel of your business, it’s crucial to take a step back and ask yourself, why? Why does your product or service need to exist? Why are you passionate about solving this problem? This will be the foundation of your entire business. Your ‘why’ is what will drive you forward when things get tough and help you stay focused on your mission. It’s the most important part of founding a business. It may take weeks or even months to land on an impactful and clear ‘why’.
Let me give you an example: when Apple launched the iPod, their ‘why’ wasn’t just about creating a cool new device, it was about offering ‘1,000 songs in your pocket’. That simple, powerful ‘why’ connected with people and gave them a reason to buy into the product, and ultimately, the brand.
Make sure your ‘why’ is crystal clear, simple, and captivating. It will not only inspire you but also attract customers, investors, and partners who share your vision. It gives your business a sense of purpose beyond profit and will drive what makes your brand meaningful, unique and relatable.
Take the time to truly define it. During the process, ask yourself:
• Why does my business exist, in one sentence?
• What impact do I want to have on the world?
• How is my business going to change the lives of my customers?
3. LEARN THE TOOLS OF THE TRADE
If you want to build a brand, you’ll need to get creative, and that means familiarising yourself with Adobe Creative Cloud. Take time to learn how to use InDesign, Illustrator, and Premiere Pro, via YouTube tutorials. These tools will give you the ability to design your own brand elements, from logos to marketing materials, and create professional-looking content for social media. You don’t need to become a design expert, but having a basic understanding will save you time and money early on.
4. CREATE A BRAND
Your brand is the personality of your business. It’s how people will connect with your values, mission, and purpose. Start by thinking about what you want your brand to stand for, and who you want to serve. Develop a logo, choose your tone of voice, and make sure your mission statement and vision are clear.
5. BUILD A WEBSITE
Next, you’ll need an online presence. You can keep it simple with user-friendly platforms like Wix. Your website is where people will go to learn about your business, so make it simple and easy to navigate. Use it to showcase your brand, share your story, and provide a space for your target audience to connect with you.
6. TALK ABOUT YOUR BUSINESS IDEA
Don’t keep your idea to yourself! There are people in the world that will steal your business idea (talking from first hand experience!), but don’t let it stop you from talking to as many people as possible. Feedback is vital in shaping your business into something successful. Start with your network, whether that’s your teammates, coaches, fans or mentors. You’ll be surprised at how many people are willing to support your journey or offer valuable advice.
7. TEST YOUR BUSINESS IDEA AT MINIMAL COST
Before diving in, fully test your idea. Start small, create a prototype or offer a beta version of your product or service, and see how people react. This will give you invaluable insights and help you refine your offering before you invest too much money. Use your social media following to ask for feedback. Remember: As athletes, we often have ready-made communities that can provide a great testing ground.
8. FIND A MENTOR
Starting a business is tough, so seek out a mentor, someone who’s been through it all and has been successful. Whether it’s another female athlete turned entrepreneur or a successful businesswoman, having someone to guide you and give you feedback is crucial. Don’t be afraid to reach out, ask questions, and learn from their experience. Not everyone wants to be a mentor to a stranger though, so be prepared to build a relationship with your desired mentor first.
9. EMBRACE LEARNING AS YOU GO
The reality is, you won’t know everything when you start, and that’s okay! I didn’t either. What’s important is your willingness to learn. Be proactive in finding the answers, upskilling, and seeking out the resources you need. Every spare moment can be an opportunity to work on your business, even if it’s small steps in the beginning. Progress is progress.
10. KNOW YOUR WEAKNESSES
As athletes, we’re used to pushing ourselves to the limit, but in business, you don’t have to do it all. Recognise your strengths and hire the right people to fill in the gaps. Maybe you’re great at networking but not so confident with finances - bring in someone who is. Surrounding yourself with the right team will help you focus on what you do best, and ultimately succeed.
11. TAKE RISKS
Don’t be afraid to take risks. Just like in sport, playing it safe won’t get you to the top. Whether it’s launching a new product, going after a big sponsor, or expanding your business, you’ll need to take calculated risks to grow. Trust your instincts and remember, you’ve already achieved so much in your athletic career. Understand that you’ve got what it takes to succeed here, too.
OPPORTUNITY
If you’re thinking about starting a business and want some personal guidance, I’m here to help. I’m offering 1-2-1 consultation calls to any female athlete ready to take the leap into entrepreneurship. As a former international athlete, I know what it’s like to create a business whilst competing as an athlete, and I’d love to share my knowledge with you. Email jordan.guard@wsportsalliance.com for more information.