At a time when, in the wake of International Women’s Rights Day, the visibility of women in the economy is particularly resonant, a phenomenon is increasingly emerging on the scene: that of professional sportswomen who are extending their careers of excellence by entering the field of entrepreneurship. Much more than a simple trend of retraining, this dynamic, far from being marginal, is accelerating, at the crossroads of personal aspirations and structural transformations of the sector.
Long confined to the spheres of pure performance, these athletes are reinventing their place in the economic ecosystem. They are no longer content to represent brands or comment on competitions: they create, manage and invest. The momentum of the Paris 2024 Olympic Games, the first gender-balanced edition in Olympic history, has reinforced this dynamic by shining a light on inspiring figures and fuelling a broader reflection on the place of women in the world of sport – on and off the field.
From performance to strategy: female athletes are rewriting the rules of business
This movement is materialising through concrete paths. The visibility of female athletes as entrepreneurs is no longer a marginal phenomenon. It has become a real driver of transformation, amplified by the media coverage of their successes. Emblematic figures such as Serena Williams, Allyson Felix and Nathalie Péchalat are now inspiring role models, and their careers reflect a broader trend. These women, like so many others, embody a new way of looking at life after retirement: more proactive, more strategic, more entrepreneurial.
Query: (‘ancienne* sportive*’ OR ‘Marion Bartoli’ OR ‘Surya Bonaly’ OR ‘Séverine Desbouys’) AND (reconversion OR reconvert* OR entreprise* OR entrepreneuse* OR consultant* OR consulting OR marque*)
2k mentions and 43.9k engagements since 13 February 2024
Analysis of online mentions relating to the transition of three successful sportswomen (Marion Bartoli, Surya Bonaly, Séverine Desbouys) to entrepreneurship shows a sustained underlying trend, punctuated by notable peaks of interest around key media moments, such as in the spring and summer of 2024. While the volume remains modest – a sign that the signal is still weak – the regularity of the occurrences and their increase towards the end of the year reflect the growing visibility of the phenomenon. In the background, the 2024 Paris Olympic Games have undoubtedly acted as a catalyst, encouraging the emergence of inspiring stories of retraining and amplifying the resonance of these trajectories in the economic and media spheres.
This direct correlation highlights the powerful impact of media visibility, which not only arouses admiration, but also inspires people to follow a particular career path. While these figures bear witness to the growing enthusiasm for these career paths, it is still essential to remember that this interest is only a first step.
And yet, according to a recent Ernst & Young study (2024), 41% of top athletes today are considering entrepreneurship as a logical continuation of their career, compared to only 27% in 2018. This progression reflects a cultural shift, where the focus is no longer on retraining but on continuity of commitment, with an increased ambition to leave a mark beyond performance.
The rise of female sports entrepreneurs in the face of systemic resistance
However, this effervescence must not mask the persistent obstacles. The phenomenon of ‘media buzz’ should not be confused with the construction of lasting changes in the female entrepreneurial ecosystem.
Sport, like other economic sectors, is still characterised by systemic biases. In France, less than 3% of venture capital funds are allocated to start-ups founded by women (SISTA Barometer x BCG). This is a revealing figure, which also applies to the world of sport. Women sports entrepreneurs often have to deal with stubborn stereotypes: their projects are perceived as less profitable, less ambitious, less ‘bankable’. This perception is reinforced by under-representation in the media, male influence networks, and a sports governance that is still largely dominated by men.
In the face of this reality, initiatives are emerging: mentoring programmes (Les Premières, PWN Paris, Palatine Women Project Programme, etc.), dedicated incubators (Les Sprinteuses, Olympisme365, Le Tremplin, etc.), visibility events (Sport Féminin Toujours, International Women’s Sports Day, etc.). But until the flow of funding is rebalanced and cognitive biases deconstructed, these initiatives will remain insufficient to create a fully structuring dynamic.
Towards an empowered women’s sports economy: new roles, new narratives
Despite the obstacles, a new generation of women is forcing a paradigm shift. They are no longer content to be inspiring figures or successful exceptions. They are becoming central players in the sports economy: founders of start-ups, strategy consultants, investors, ambassadors for new forms of leadership. This rise to power is not only transforming economic models; it is also redefining the narratives around sport.
The media are starting to report on it, federations are slowly opening up to more gender diversity in management, and the most daring investors are recognising the untapped potential of women’s sport. But the transition from inspiration to structuring remains to be made. In the coming years, the challenge will be to consolidate these individual trajectories into a collective dynamic. To turn these pioneering initiatives into truly sustainable ecosystems.
This change also implies a redefinition of the codes of leadership. Women who rise to management positions no longer have to copy male models to succeed. They adopt unique management styles that promote efficiency, meaning and cooperation. This evolution goes hand in hand with a new societal requirement: involving men in this transformation, rethinking corporate cultures, and promoting diversity as a performance lever, not an organisational constraint.
A new economic playing field
In the years to come, the challenge will be to transform these individual trajectories into a lasting collective dynamic. To consolidate these pioneering initiatives into genuine ecosystems. To ensure that the sports business fully integrates this diversity of profiles and visions.
And for the experts who are following these developments, it will also be a question of playing our part in this transformation: by documenting this major economic transformation, by helping to amplify these voices that are redefining the contours of success, and by amplifying these stories which, beyond inspiration, are already shaping the contours of a new economic future.
The transformation of the ecosystem will depend on them – as long as we don’t prevent them from realising their ambitions.
By Benjamin Guerin
