Why preparing young athletes for the business of sport means preparing them for the conversations happening about them, not just the opportunities in front of them.
I recently read a newspaper article that stopped me in my tracks.
Within the article was a quote from a pathway coach about one of their young athletes. It was a comment that I felt was unnecessarily derogatory, particularly given the age and stage of the athlete involved.
It got me thinking.
We spend so much time talking about preparing young athletes for the physical demands of high-performance sport. We invest in their skills, strength, conditioning, nutrition, recovery and mental preparation.
But how much time do we spend preparing them for the other side of sport?
The conversations happening about them when they aren’t in the room. The opinions of coaches, selectors and decision-makers. The public commentary. The criticism. The disappointment. The moments when someone else’s words can potentially shape how an athlete sees themselves.
And, importantly, how they respond.
This is exactly why I believe athlete education needs to extend well beyond the playing field.
As young athletes progress through development pathways, they are increasingly exposed to people who have influence over their opportunities and futures.
Coaches, talent scouts, selectors, agents, clubs and sporting organisations all play a role in shaping an athlete’s journey.
Not everyone will agree with their performance. Not everyone will see their potential. Not everyone will communicate their opinions in a way that is constructive or appropriate.
That’s the reality of sport.
But young athletes need to understand that one person’s opinion does not define their ability, their character or their future.
They also need to understand that how they respond to difficult situations can become just as important as what happened in the first place.
Do they react emotionally on social media? Do they publicly criticise the coach? Do they withdraw? Or do they take a moment, understand the situation, seek advice and decide how they want to move forward?
These are skills that need to be developed, not simply expected.
For parents, these situations can be incredibly difficult.
You are watching your child work hard, make sacrifices and invest so much of themselves into their sporting ambitions. When you read something that you feel is unfair or damaging, the instinct to defend them is completely understandable.
But navigating these moments requires a level of understanding that many parents have never been taught.
When should you speak up? When should you step back? How do you support your child without escalating a situation? What should your child say publicly, if anything? And how do you protect their confidence and reputation while allowing them to take ownership of their own journey?
These are all part of the business of sport.
At Athlete Brand Academy, we talk a lot about personal branding, social media and sponsorship.
But building an athlete brand isn’t simply about creating a great Instagram profile, attracting sponsors or getting noticed.
It’s about understanding who you are, what you stand for and how you want to be perceived.
It’s about knowing how to communicate, how to handle criticism, how to protect your reputation and how to make decisions that support your longer-term ambitions.
It’s also about understanding that your brand exists whether you actively manage it or not.
People are forming opinions. Conversations are happening. Stories are being told.
And sometimes those stories aren’t told by you.
Our programs are designed to give young athletes and their parents the tools, knowledge and confidence to navigate these situations. Not to control every conversation or avoid criticism, but to understand the environment they are entering and be better equipped to respond.
High-performance sport is challenging enough without young athletes having to navigate the business, commercial and reputational side of their careers without support.
We wouldn’t expect a young athlete to walk onto the court or field without preparing for the game.
So why do we expect them to navigate the business of sport without preparing for that either?
The next generation of athletes needs more than sporting talent. They need the confidence, awareness and education to manage everything that comes with it.
And that preparation needs to start before they find themselves in the middle of a difficult situation.
That’s why Athlete Brand Academy exists.
Because developing the athlete beyond the game matters just as much as developing the athlete on it.
Introducing our new series: Beyond the Game
Over the next 10 weeks, we’ll explore the often-overlooked side of athlete development—the skills, habits and mindset built away from training and competition that help create long-term success.
Whether your child dreams of playing professionally, earning a scholarship or simply becoming the best version of themselves through sport, this series is for you.
Because success isn’t built only on the court. It’s built everywhere else, too.
When we think about developing a young athlete, our minds naturally go to training sessions, skills, strength programs and game day performances.
We talk about shooting percentages, speed, fitness, team selections and championships.
But here’s the question every parent should ask:
What happens when the final whistle blows?
Sport is one of the greatest teachers life has to offer, but only if we allow it to develop more than athletic ability. While physical skills might open doors, it’s the person behind the athlete who determines how far those opportunities can take them.
The most successful athletes aren’t simply the most talented. They’re resilient. They’re adaptable. They communicate well. They lead by example. They understand how to handle disappointment, celebrate success with humility and build meaningful relationships.
These qualities aren’t developed in a single training session. They’re built every day through the choices athletes make away from the court.
It’s easy to become consumed by the next game, the next representative team or the next tournament.
Parents invest countless hours driving to training, paying registration fees, travelling to competitions and supporting their children in pursuit of their goals.
But somewhere along the way, many families begin measuring success only by results.
Did they make the team?
How many points did they score?
Were they selected?
While these milestones are exciting, they don’t tell the whole story.
If a young athlete’s confidence depends entirely on selection or performance, they’re standing on very shaky ground. Injuries happen. Teams change. Coaches change. Seasons end.
What remains is the person they’ve become throughout the journey.
The athletes who thrive over the long term understand that their identity isn’t defined by a jersey or a scoreboard.
They know they’re students, teammates, friends, sons, daughters, leaders and members of their community before they’re athletes.
When young people develop interests, values and confidence beyond their sport, they become more resilient during setbacks and more grounded during success.
Ironically, this often makes them better competitors.
Athletes who aren’t afraid of failure are more willing to take risks, learn from mistakes and continue improving. They don’t see one poor performance as the end of their story—they see it as one chapter in a much bigger journey.
Parents have an incredible opportunity to shape how their child views success.
Instead of asking, “Did you win?” consider asking:
What did you learn today?
What challenged you?
How did you support your teammates?
What are you proud of?
What would you like to improve next time?
These conversations reinforce that effort, character and growth matter just as much as results.
Young athletes remember these moments long after the scoreboard has been forgotten.
Today’s sporting landscape is changing.
Athletes are increasingly recognised not only for what they achieve in competition, but for how they represent themselves, contribute to their communities and inspire others.
The habits they build today—communication, leadership, professionalism and self-awareness—will benefit them long after their playing career ends.
Whether your child plays one season or one hundred games, those lessons last a lifetime.
That’s why this series exists.
Over the coming weeks, we’ll explore the often-overlooked side of athlete development: personal branding, communication, leadership, resilience, networking, social media, relationships and the life skills that help young athletes thrive both in sport and beyond.
Because developing a great athlete is important.
Developing a great person is even more valuable.
Next week, we’ll explore why every young athlete already has a personal brand—even if they don’t realise it—and why the way they present themselves online and offline can create opportunities that extend far beyond the game.
