⚡ Early bird now open · Cohort 2 starts June 16th

Join the AthleteMoney cohort

You're the first athletes in your sport to go through a program like this. A few spots left — secure yours before Tuesday.

€99 €150

Early bird €99 · All sports welcome · Starts June 16th

Secure your early bird spot →
⭐ Cohort 1 complete — now enrolling for June 16th

Performance comes and goes.
Your brand is forever.

Most athletes spend their entire career being told to focus only on results. No one teaches you how sponsorships actually work, how to build an audience, or how to turn your story into something that pays you.

Athlete Money is the education platform sport never gave you.

Join the June cohort → Get the free playbook

At the 2026 Winter Olympics, I came 108th in my race.

Matt C. Smith at the 2026 Winter Olympics

Yet I was one of the top athletes at the games when it came to inbound sponsorship interest and paid partnerships.

Matt C. Smith Corona Cero global ambassador

Not because of my results, but because I had built a personal brand in the process. That taught me an important lesson that I want to share with you.

"You are more than your results. You can win a gold medal off the course as well as on it."

The facts

Based on a survey of athletes

3.3avg score athletes gave themselves on monetisation knowledge (out of 10)
76%of athletes have no confidence converting their audience into income
#1most desired topic athletes want to learn — how to build a compelling brand identity
What cohort 1 said

9.8 / 10. 100% would recommend.

6 athletes. 4 sessions. Here's what they actually said.

"What Matt is doing with Athlete Money is nothing that anyone else is doing. His intelligence, experience and determination to teach others how to grow and live from what they love is second to none. A modern day pioneer."

Collegiate USA Team Nordic Combined athlete
Nordic Combined

"Almost everyone tells athletes to make content, but it's vague. Matt got through to me because he embodies what he is teaching — and he already is where I'm trying to get."

US ski jumper — elite level
Ski Jumping

"It's more than just being told how to get better at social media — it's being part of a community where people help you bounce ideas off each other."

2026 Olympic biathlete
Biathlon

"Matt is clearly impressive and embodies what he teaches. He said many times he wasn't an overnight success. Everything in the course helps you skip ahead in a journey he painfully figured out first hand."

Olympic cross-country skier — World Cup top ten
Cross-Country Skiing
The system

The athlete brand playbook

The free playbook covers Steps 1–4. Steps 5–8 are unlocked in the course and cohort.

1

Your story and content pillars

Identify your authentic story, and define the content themes that will build your audience.

2

How to get started on social media

Your first post, your profile setup, your test posting period — treat it like a pilot series.

3

How to create a sustainable system

Systems beat motivation. Build content creation into your routine so it never competes with training.

5

How money flows — the athlete income landscape

Sponsorships, content deals, speaking, equity — the full map.

6

How to approach a deal and a brand

Outreach strategy, pitch frameworks, negotiation — turn interest into income.

7

Creative ways to make money as an athlete

Beyond sponsorship — digital products, speaking, community, equity and more.

+

Connecting your community

Bring your digital audience together physically. The offline move most athletes miss.

Steps 5–8 unlocked in the course & cohort

Programs

Choose your starting point

From free to fully guided — every level of commitment has a place.

⚡ This week only Starts June 16th
Live online cohort
Build your brand.
Live. With Matt.
Open to all athletes
✓4 live sessions over 2 weeks with Matt
✓Land your brand, content system & monetisation strategy
✓Community — build it together
What we cover
Session 1 — June 16th
Your Brand Story Foundation
We identify your story and content pillars, authentically building your brand story around them.
Session 2 — June 18th
Media & Social Media Strategy
Where to start and why. Pilot series, sustainable content system and launch plan.
Session 3 — June 23rd
How Money Flows in Sport
Sponsorships, brand deals, partnerships. How to approach a brand, pitch, negotiate and know your worth.
Session 4 — June 25th
Building the Business
Income streams beyond sponsorships. Turn your audience into a community that generates real income.
€99 €150
This week only — limited spots remaining
Secure your early bird spot — €99 →
Free playbook
Free

The three-step foundation to building your personal brand as an athlete. Free, no catch.

  • +Step 1 — Your story & content pillars
  • +Step 2 — How to get started on social media
  • +Step 3 — How to build a sustainable system
  • +Message script & brand story exercises
  • +Hook templates & content type guide
Launching soon
Online course
€125

All steps in video format. Every detail, self-paced on your schedule.

  • +All steps in full video
  • +Sponsorship pitch templates
  • +Content system toolkit
  • +Lifetime access
Other sports — coming soon
Your sport cohort
€150

Cohorts for all sports — football, tennis, golf, athletics, cycling and more. Enter your email and tell us your sport.

  • +Sport-specific cohort
  • +Same program, your community
  • +Early access pricing
The Athlete Money Podcast

Listen to the conversation

Matt talks athlete brand, sponsorship, and how to live from what you love.

Ep 1 — How to use social media as an athlete
Listen on Spotify
Ep 2 — How any athlete can make money through community based training programs
Listen on Spotify
As seen in

The story that got the world's attention

BBC Sport
South African skier Matt Smith's Olympic journey
NBC Olympics
From beginner to Olympian in three years
Reuters
South African latecomer hopes to inspire others
Business Wire
Corona Cero global ambassador roster
Daily Maverick
Turning values into a different kind of Olympic gold
Sunday Times
Trading his vest for skis — reaching the Olympic dream
The founder

Built by someone who did it

Matt C. Smith
Matt C. Smith
Olympian · Entrepreneur · Founder of AthleteMoney.co

Matt C Smith is an award-winning podcast host, speaker, and startup lecturer known for his energy and unforgettable stage presence. A former venture capitalist and 2x unicorn investor, Matt has raised over $20M for his own businesses and is an exited founder and author.

Today, he's best known for hosting major tech events, delivering talks that inspire action, and creating his own unique formats that fuse entertainment with education. Matt is also an Olympian, who represented South Africa at the 2026 Winter Olympics, having only taken up cross-country skiing three years prior. He has one of the largest and fastest growing personal brands in the sport and holds several global ambassadorship roles including Corona Cero & others.

Olympics