This week we're talking about how Olympians, Paralympians and elite athletes develop their personal brand. Athlete branding expert Vickie Saunders, president of The Brand Builders, a company that specializes in educating and training individuals and organizations about branding, takes us through how elite athletes figure out how to create a brand that's authentic to them.
If 2020 was a normal year, we would've just said good-bye to the Tokyo 2020 Olympics--and many athletes would be making big decisions about their futures. Since many athletes retire after an Olympics, we wanted to look at how elite athletes transition out of competitive life. To help us understand this topic, we talked with Leslie Klein, an Olympian who most recently was the Director of Athlete Career and Education (ACE) at the US Olympic and Paralympic Committee until the COVID-19 pandemic eliminated her position. She told us about the efforts of Team USA and other National Olympic Committees to help their athletes plan for life beyond sport.