Betting on People: The Real Foundation of Smart Investing for Athletes

There’s a phrase I’ve heard repeatedly from investors I respect—people operating at the highest levels of venture capital, private equity, and the family office world:

“Invest in good people.”

It sounds simple. Almost too simple. But the deeper I get into sports investing and private markets, the more obvious it becomes: the character, vision, and integrity of the people behind a company often matter more than the product, pitch deck, or projections.

This is especially true for athletes entering the investment space. We come from environments where people—coaches, teammates, leaders, mentors—make or break everything. A great culture lifts talent; a toxic one destroys potential. That reality doesn’t vanish when you leave the locker room. It simply evolves.

Why People Matter More Than Products

When you invest in a founder, operator, or ownership group, you are investing in:

• their decision-making

• their ability to adapt

• their values under pressure

  
  

But just as importantly, you’re investing in how they treat others—partners, customers, employees, and even you as an investor.

Markets shift. Products pivot. Strategies change. People either grow, or they don’t.

And when you find the ones who combine humility, resilience, and competence, the chances of long-term success increase dramatically.

As an athlete, you’ve already experienced this. Some of your most successful seasons probably didn’t have the best roster on paper—they had the best people. The leaders. The culture drivers. The ones who showed up consistently.

That insight transfers almost perfectly into investing.

How This Shapes the Athlete Investor Journey

Athletes moving into the investment world face unique challenges:

• You’re often pitched because of your name, not your value.

• You don’t always know which questions to ask early on.

• You might trust people who “feel familiar” but lack execution ability.

• And you often start your investing journey while still learning the landscape.

  
  

This is where the idea of “investing in good people” becomes more than a philosophy—it becomes a filter. Smart investing for athletes begins with asking the right questions.

Instead of asking first:“Is this a good company?” You start by asking:“Are these the type of people I want to be in business with?”

That shift protects you from poor deals more effectively than any spreadsheet ever will.

What to Look for When Evaluating the People Behind a Deal

Athletes are actually well-equipped to evaluate character. You’ve seen:

• the teammate who elevates everyone

• the coach who loses the locker room

• the leader who panics under pressure

• the player who never blames others

• the one who cuts corners

• the one who shows up every day ready to work

  
  

These patterns exist in business too—just with different uniforms.

When you meet a founder or operator, ask yourself:

• Do they communicate clearly?

• Do they take responsibility, or make excuses?

• Are they transparent about risks?

• Do they listen, or just wait to talk?

• Do people who’ve worked with them speak highly of them?

  
  

You’re not just evaluating competence—you’re evaluating character.

And character compounds.

Investing in People Also Means Investing in the Right Relationships

One of the most overlooked parts of investing—especially for athletes—is the value of relationships. Not just the deals you find, but the people who help you learn, grow, and avoid mistakes.

Great investors don’t just invest in companies. They invest in relationships that expand their understanding and sharpen their judgment.

For athletes transitioning into this world, those relationships might include:

• mentors who teach you how deals work

• investors willing to let you join diligence calls

• founders who trust your story and value your perspective

• seasoned operators who show you what execution looks like

These relationships are just as important as the companies themselves. They shape how you think, how you evaluate opportunities, and how you build your long-term investing identity.

Why “Good People” Is the Most Reliable Indicator of Smart Investing for Athletes & Long-Term Success

Every investment has risk. Every company faces adversity. Every founder hits a wall.

But when you back people with:

• integrity

• humility

• resilience

• clarity of vision

• a track record of following through

  
  

…you drastically increase your odds of being part of something that lasts.

This is why the best investors—those who’ve seen hundreds or thousands of deals—keep returning to the same principle:

Great people can fix mediocre products. But great products rarely survive mediocre people.

For athletes entering this space, that is the most important lesson you can learn early.

Invest in people you believe in. People who match your values, not just your financial goals. People who want you in the room, not just your capital. People who elevate you—and allow you to elevate them.

Because when you invest in the right people, you’re not just betting on a company. You’re building a future with someone who wants to win with you.

And that’s the type of game worth playing.