How Olympians Turn Their Athletic Discipline Into Thriving Businesses

Many Olympians turn to entrepreneurship after retiring from sports. Their discipline, focus, and ability to handle pressure often help them succeed in business. A growing number have built companies that reflect their athletic values—from fitness brands to specialised training platforms.

One standout example is Maison Sport, a ski and snowboard instructor booking service. Founded by former British ski team members, it has grown into Europe's leading platform for personalised ski lessons.

Nick and Olly Robinson, who once competed for the British ski team, launched Maison Sport to simplify booking ski instruction. Their athletic background shaped the company's approach, emphasising discipline, adaptability, and clear goal-setting. These same traits helped the platform achieve a 40% revenue increase in the 2024-25 season.

The transition from sports to business is a path many Olympians take. Jessica Ennis-Hill, the Olympic heptathlon champion, created Jennis, a health and performance platform tailored for women. Similarly, Lu Xiaojun, a two-time Olympic weightlifting gold medallist, founded LUXIAOJUN—a brand of specialised lifting shoes distributed in Europe by Sidea since around 2016.

Not all athlete-founded businesses stay tied to sports. David Lloyd, a former professional tennis player, built a gym chain that now overshadows his athletic career. Yet the connection between high-performance sports and entrepreneurship remains strong. Traits like resilience, coachability, and accountability—honed in competition—prove valuable when starting and scaling a company.

Maison Sport's growth reflects how Olympic-level discipline can drive business success. Other athlete-founded ventures, from fitness apps to equipment brands, show similar patterns. For retired competitors, entrepreneurship offers a new way to channel their energy—and many are finding success in it.