Our Mission
We serve a mission of helping athletes believe that their value is greater than their sport.
Our Commitment
We will be kind. We will be humble. We will be professional in everything we do.
But we will also bring intensity, excellence, discipline and grit to our work – because that’s how athletes operate.
Our Why
Being an athlete is all-consuming.
The pursuit of peak performance demands everything—long hours, constant travel, skipped social events, and an unwavering commitment to the next rep, next game, next goal.
But in return, there’s pride. There’s community. There’s a sense of identity that runs deeper than most people will ever understand.
And then, one day, it ends.
Some of us see it coming. Others don’t.
But eventually, the grips come off. The cleats are packed away. And for the first time in a long time, there’s no practice to show up for.
It’s a moment that defines so many athletes yet there’s no roadmap for what comes next.
That’s why we created The Athlete Identity Project.
We believe our value was never just in our performance.
And the habits, mindset, and leadership we built in sport are the very things that carry us forward.
Through storytelling and conversation, we’re honoring the full journey so that the next generation can step into life after sport with clarity, confidence, and a deep sense of self-worth that doesn’t disappear when the season ends.

Our Origin Story
A MESSAGE FROM OUR FOUNDER
Once an Athlete, Always an Athlete: Finding Purpose Beyond the Finish Line
“One day, you’re an athlete. The next, you’re not. The world moves on, and you’re left searching for who you are without the sport that defined you.”
Does this statement resonate deep in your heart—tucked away, unspoken, even to those closest to you? If so, know this: you are not alone.
The transition from a life filled with pressure-packed, adrenaline-fueled performances to waking up without a single practice on the calendar is, I believe, one of the hardest transitions anyone can face.
There’s no roadmap, very little support, and for so many of us, it’s a chapter we navigated alone, unable to fully put into words what we were experiencing.
I believe there has to be a better way.
A way to help future generations of athletes excel in their sport while building an identity beyond it. A way to help young men and women stand strong when the inevitable happens: that last practice, that last game.
Why This Matters to Me
To understand why this is important to me, I need to share a deeper part of my experience leaving the sport of gymnastics. Gymnastics was my world throughout adolescence. “High-level gymnast” is in
every highlight reel of my life story.
I genuinely love the sport —it’s beautiful, gritty, teaches you how to fail and to pay attention to detail. The skills I learned through gymnastics have, without a doubt, shaped who I am today as a spouse, parent, and leader.
But my time as a gymnast ended in high school, some twenty years ago, and I still remember the pain, the loss of self, and the obsessive perfectionism that followed. It took me 5–6 years to find my footing after leaving the sport. A decade to feel confident in an identity that didn’t include the word “gymnast".
Only recently have I been able to fully appreciate how those years shaped me. But I still wonder: Did it have to be that hard?
The Heart of the Vision
I know I’m not alone in this experience. If you’re like me, there hasn’t been a place to talk about it. One day, you’re an athlete. The next, you’re not. And the world keeps moving forward.
Athletes carry incredible skills, resilience, and determination from their sports experiences, but they’re often left without a roadmap when it’s time to step away. I believe that the journey of reaching your potential in sport should include building an identity that isn’t fully defined by it.
My hope is that by sharing stories and insights, we’ll see the common threads that can help future generations of athletes fully realize the powerful, life-changing benefit of sport without the crash at the end.
Closing Thoughts
I am now calling this effort the Athlete Identity Project. I have no idea where it will lead, but I believe truly believe there is a need to fill. My hope is that, together, we can create better systems for athletes—one that turns the end of their sports journey into the beginning of something even greater.
Once an athlete. Always an athlete.
-Amanda
To the little girl who fell in love with the sport, this project is for you.
