Why some Athletes Don’t Build Their Brand (Even When They’re Excited About It)

As an athlete brand expert, I’ve had countless conversations with athletes who want to start building their brand. They’re excited, inspired, and clear on the amazing opportunities that brand-building can bring—more sponsorships, career options after sport, and personal fulfilment. So, why do so many athletes get stuck at the starting line, even when the path seems clear?

Over the years, I’ve seen a common thread: opportunity creates overwhelm. It’s the paradox of seeing all the potential but not knowing how to move forward. If you’ve ever felt that excitement mixed with hesitation, you’re not alone. Today, I’m sharing the three main reasons athletes don’t take the leap to build their brand—even when they know how important it is and can see the benefits.

1. They Don’t Know Where to Start

I get it. You know building your brand is a game-changer. You can picture the opportunities that could come your way—sponsorship deals, career connections, maybe even speaking gigs or media attention. But when it comes down to actually getting started, it feels like you’re standing at the edge of a cliff with no clear path down.

I’ve seen this more times than I can count: athletes get paralyzed by the sheer number of ways they could start building their brand. Should they focus on social media? Build a website? Start a blog? Or maybe get into video content?

The options are endless, and this is where the overwhelm kicks in.

The key here is that it’s not about doing everything at once. It’s about starting somewhere that feels natural to you and aligning with your values.

Starting is always the hardest part, but remember: you don’t have to have everything figured out from the get-go. All you need is a place to begin, and the rest will follow. Whether it’s sharing a few insights on social media or launching a personal website, once you take that first step, things will start to click.

2. They Don’t Know What Steps to Take

Once athletes make the decision to start, the next roadblock I see is not knowing what comes next. It’s easy to get excited about the idea of building your brand, but when it comes to taking actionable steps, the picture isn’t always so clear.

In my experience, athletes often struggle with figuring out what specific actions they need to take. Do they need a brand strategy? What should they focus on first—creating content, growing their audience, or engaging with potential sponsors? And how do they track their progress along the way?

This is where having a solid plan becomes crucial. A personal brand is built on consistency, clarity, and intentionality.

Without a clear roadmap, it can be tough to see where to put your energy. I always advise athletes to break down the process into manageable steps. Start by defining your values and mission, then focus on creating content that aligns with those values. As you grow, you can add in things like partnerships and audience engagement. But don’t try to do everything at once—building a brand is a marathon, not a sprint.

3. They’re Worried About Failing and Doing So Publicly

This one is huge. The fear of failure is something that holds many athletes back from building their brand, especially when they know the journey could be a public one.

It’s one thing to take risks privately, but putting yourself out there for the world to see is a different ball game.

Over the years, I’ve worked with athletes who are terrified of making a mistake in public—whether that’s posting the “wrong” thing on social media, getting negative feedback, or failing to live up to the expectations they’ve set for themselves. They worry about looking unprofessional or failing to execute their brand vision, and it holds them back from even starting.

Here’s the truth: you’re going to make mistakes—and that’s okay. The beauty of building a personal brand is that it’s a journey of growth, not perfection. The athletes who thrive in this space are the ones who embrace trial and error, knowing that every misstep is a chance to learn and improve. The fear of failure will always be there, but the only way to move past it is to take that first step, mess up along the way, and learn from it.

I see so much potential in athletes to create powerful, lasting brands, but these three roadblocks often stop them from taking action. The good news is, none of these reasons are permanent roadblocks—they’re all hurdles you can overcome with the right mindset and guidance.

If you’re feeling excited and inspired to build your brand but are overwhelmed by where to start, what steps to take, or the fear of failure, just know that you’re not alone.

Every athlete goes through this. The key is to start small, take one step at a time, and be kind to yourself along the way.

And remember, I’m here to help guide you through this process. Together, we can turn that excitement into action, and build a personal brand that not only supports your career but helps you grow as a person too.

So, are you ready to take that first step? Let’s make it happen. Your brand—and your future self—will thank you for it.