Our Mission
The Athlete Identity Project is dedicated to strengthening the systems that support athletes—helping them thrive both in sport and in life beyond competition. Through shared stories and research, we aim to create solutions that equip athletes, parents, and coaches with the tools to navigate peak performance and long-term success with clarity, confidence, and purpose.
Our Commitment
We will be kind. We will be humble. We will bring professionalism and excellence to everything we do.
But most importantly, we will work hard to uncover root causes and stay open-minded to the solutions that emerge.
Our Story
Being an athlete is an all-consuming pursuit. Peak performance demands dedication and sacrifice—long training hours, constant travel, and leaving social events early because practice comes first. But in return, there’s pride, community, and achievement that make the journey worthwhile.
And then, one day, it ends.
Some athletes see it coming, others don’t—but eventually, the final buzzer sounds, the grips come off for the last time, and the locker is cleared out. For so many, this moment is life-defining, yet there’s no roadmap. No training plan for how to find success in the biggest game of all—life.
The Athlete Identity Project is about building that roadmap.
We believe the skills athletes develop—resilience, leadership, discipline—are not just valuable in competition but are the foundation for success beyond sport. Through shared stories and research, we’re learning from the experiences of athletes, parents, and coaches who have navigated this transition. Our goal? To equip the next generation to step into life after sport with clarity, confidence, and purpose.
Peak Performance is never a solo effort. Parents, peers, and coaches all play a vital role in an athlete’s journey, and we are committed to finding solutions that serve the system as a whole. Because reaching your potential in sport should also mean building an identity beyond it. With the right roadmap, every athlete’s success can transcend their sport.
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.
If you are an athlete, parent, coach, or sports leaders with a perspective on this, I hope you’ll continue reading and consider sharing your truth with me. Together, maybe we can help shape a better future for those who will one day face this same transition.
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.
