Sports Business Ideas: How To Work in Sports Without Being an Athlete (2024) – Shopify

So maybe you can’t hit a 100-mile-per-hour fastball or run a 40-yard dash in less than five seconds. Your dreams of being a professional athlete may not come true, but that doesn’t mean you can’t make a living in the sports industry. The truth is that for every person who succeeds as a professional athlete, there are countless more who work in some form of sports business.

Whether you want to work for established sports teams or start a sports organization of your own, there are many ways to work your way into the sports sector and make a good living in the process. Below are some profitable sports business ideas for entrepreneurs and sports enthusiasts.

Why start your own sports business?

The cold hard truth is that most sports fans don’t have the physical talent needed to support themselves in athletic competition. Starting a sports business is a way for a sports enthusiast to work in an industry they are passionate about, regardless of athletic prowess. If you approach an investor with a great business idea, they’re not going to ask how fast you can run or how high you can jump. Like any investor, they will want to know if you have identified a potential market and developed a viable business plan.

When Olajuwon Ajanaku and Earl Cooper started their apparel company Eastside Golf, they focused on bringing the sport they loved to a new audience—particularly those who weren’t represented on the traditional country club membership rolls. “We’ve certainly positioned our brand as, you know, kind of removing barriers and allowing everyone to essentially define what golf is to them,” Earl says. “We like to say, ’Whether you’re a miniature golfer, whether you’re a putt-putt golfer, whether you’re … competing in the PGA Championship this week … we make apparel for you.’”

But that’s not all. Olajuwon—like Earl, an excellent golfer—connects selling athletic apparel with competing in the game he loves. “I started this brand because I was tired of being told, ‘No,’” he explains. The thought dawned on him: “Why not take the entrepreneur route and sponsor myself to get back into professional golf?”

Benefits of starting your own sports business

No matter your relationship with sports activities, you have plenty of reasons to consider launching a sports-related business. Some of the benefits of starting your own sports business include:

• Personal fulfillment. Starting a sports-related business lets you turn your passion for sports into a fulfilling career. You may find yourself more motivated to work and succeed if you’re connected to a pastime that excites you.

• Autonomy and control. If you still harbor a competitive streak from your days on the athletic field, you may appreciate the autonomy and control of operating your own business. As an entrepreneur, you’ll make decisions, set your hours, take on new competition, and stay connected to the activities you love.

• Earnings potential. Sports are immensely popular worldwide. Successful sports businesses can generate significant revenue and provide financial stability for their founders. In 2023, the global sports equipment market netted more than $160 billion, while the global sports nutrition market made nearly $28 billion in 2022.

• Networking opportunities. Working in the sports industry can lead to fulfilling connections with athletes, coaches, agents, and other industry professionals. For instance, if you have your own shop selling equipment, you can establish relationships with professional athletes who could become brand ambassadors for your merchandise.

• Positive impact. Sports help people stay active and physically fit, whether they’re competing in local sports events or engaged in Olympic training programs. By working in the sports world, you might inspire more people to embrace physical activity.

Top sports business ideas

From organizing local sports leagues to starting online sports and gaming ventures, there are many profitable business opportunities for sports lovers. Here are some of the best sports business ideas for modern entrepreneurs with diverse skill sets:

Coach sports

You can start a sports coaching business either by specializing in a particular sport or coaching athletes by season. It is helpful, although not mandatory, to have experience playing the sport that you wish to coach. You could offer coaching services for kids or adults, beginners, amateurs, semi-professionals, or pros depending on your background and expertise. Start by joining a sports academy or sports camp, becoming part of a school or university’s coaching staff, or coaching amateur leagues to get your feet wet. 

Skills required: Leadership, emotional intelligence, communication, strategy

Train athletes

The sports training market extends far beyond coaching teams or players for competition. Sports training involves overall fitness and rehabilitation from injuries. You can offer personal training services at a fitness center, online fitness training via video chat, or home visits for personal training sessions. Consider getting certified as a trainer or physical therapist. This will improve your marketability and help you provide safe, effective training services for your clients.

Skills required: Communication, problem-solving, and other soft skills

Create a sports apparel brand

Athletes need top-notch apparel. Take your cue from Eastside Golf founders Olajuwon and Earl by launching an apparel brand of your own. Olajuwon’s advice: “If you want to do what we did, be yourself, be authentic, and tell the truth.”

Skills required: Creativity, graphic design, inventory management

Run a retail sports shop

If you have experience testing gear, open a shop selling equipment for popular sports and cater to athletes at all levels who need quality gear and accessories. This could be an online fitness store or brick-and-mortar store, and you can sell anything from branded sports apparel to specialty equipment.

Skills required: Inventory forecasting, customer service

Market sports brands

Start a sports marketing firm that specializes in helping sports brands and sports clubs or teams connect with their target audience. If you already have a background in digital marketing, you can leverage your skills to design and execute sports marketing campaigns.

Skills required: Digital marketing, marketing strategy

Start a sports media company

There’s a lively market for sports commentary. You can tap into it by working at a sports radio station or TV network. If breaking into those industries seems daunting, consider starting a sports podcast that you record, produce, and distribute yourself.

Skills required: Networking, podcasting, audio production

Run a sports blog

The days of writing for a newspaper sports section or a sports magazine may be dwindling, but there are still jobs for a sports journalist who’s willing to hustle for the latest scoop. If you’re more interested in writing than reporting, sports blogging may be your field of choice. As a sports blogger, you can cover sports news, insights, and the latest trends. If your sports blog attracts enough readers, you can generate revenue through ads, sponsorships, and subscriptions.

Skills required: Writing, editing, search engine optimization (SEO)

Develop sports technology

There’s a thirst for innovation in the global sports market. You can make your mark by developing or selling innovative sports technology products, such as performance-tracking devices or apps for training and analytics.

Skills required: Web development, coding, product development

Consult athletes 

A sports consultant advises sports organizations, sports clubs, or individual athletes on performance, branding, sponsorships, or business operations. Your sports consulting business can have a local focus, or you can sell your services far and wide over the internet.

Skills required: Networking, business operations, communication

Start a sports medicine business

Some of the most profitable sports facilities focus on recovery from injury. Rehabilitation sports therapy typically requires formal training from a medical school or a certification program. Entrepreneurs without a medical background can also get involved in this niche by opening a center and hiring qualified professionals. Those professionals can work on developing training programs while you handle business operations.

Skills required: Medical degree or certification, people management

Start a sports gaming venture 

If you have skills in programming or a passion for gaming, consider investing in esports or creating an online gaming and fantasy platform that taps into the growing global sports market.

Skills required: Programming, digital marketing, online community management

Open a sports bar

Open a sports bar or restaurant where fans can gather to watch live games, offering a unique social experience that attracts other sports fans. Operating a bar requires a liquor license and other business licenses, so consult your local municipal government for details.

Skills required: Local marketing, certain licenses, people management, business operations

Organize sports leagues

Many localities desire sports leagues for youths and adults alike. Consider creating a business that administers local or regional leagues for amateurs to participate in competitive play.

Skills required: Cash flow management, people management, community building

Rent out sports facilities

Open and rent out sports facilities for training sessions, sports clubs, or community sporting events. To do this, you’ll either need to own real estate or rent from a landlord and operate a business via a commercial lease.

Skills required: Real estate management, business operations, financing

Run a yoga studio

Yoga is an immensely popular activity that people use to stay in shape, organize their thoughts, and recover from injury. The industry is growing, with revenue projected to reach $66.2 billion by 2027. Launch your own yoga studio with a focus on flexibility, fitness maintenance, and recovery.

Skills required: Community building, social media marketing

Run a gym

If yoga isn’t your thing, consider operating an all-purpose gym, or cater to a specific activity like pilates, rock climbing, weightlifting, or dance. You can also run a sports club for a specific sport like pickleball or squash.

Skills required: People management, accounting