Focus not on financial returns (or adrenaline), but on meaningful involvement in projects that offer personal and professional growth
> “Everyone says that when you retire from football, you are not going to have anything compared to it. I’m doing it because I like tennis. I would do it just playing socially, but it has taken me to a place that I get that adrenaline. I like competition. I like a challenge. The adrenaline and everything is like when I was playing football.”
Diego Forlán (former Manchester United striker)
For professional athletes, the end of their playing careers can be as momentous as the heights they once reached on the field. After years of intense competition and public adulation, leaving the sport can trigger a period of profound transition. The pressures that come with retirement are immense: athletes must contend not only with the loss of routine and the adrenaline that accompanies high-level competition, but also with the need to redefine themselves and discover new purposes in life. Yet, as seen in the remarkable example of Toni Kroos, the path to a fulfilling life after sport is unique, driven by individual passions, a supportive environment, and, critically, new projects that inspire the same level of dedication they once gave to their sport.
The Toni Kroos Example: A Masterclass in Transition
Toni Kroos’ decision to retire from football, made at the peak of his success, caught many off guard. With Real Madrid offering a contract extension and Toni still delivering championship-level performances, it seemed an odd moment to step away from the game. Yet, his retirement was carefully considered, a personal decision made in consultation with his family and closest confidants, especially his wife. As Toni himself shared:
“Nobody forced me to stop or leave. It was my decision, and that’s why it was an easy day to enjoy.”
This meticulous approach to exiting the sport highlights an essential aspect of transitioning for any athlete: control. By retiring on his own terms, Toni managed the emotional toll of leaving behind a career spanning nearly two decades. This proactive decision allowed him to focus on his post-football endeavors, such as launching his Toni Kroos Academy, the league (the The Icon League) in Germany, and continuing his podcast, Einfach mal Luppen, which he started four years ago with his brother. The academy, in particular, offers a compelling example of how athletes can channel their energy into new projects that offer the potential for growth, both personally and professionally.
Toni’s academy is not just a branding exercise; it is a hands-on venture where he directs operations, plans training sessions, and ensures that the values he championed as a player are instilled in the next generation.
“If I take on a project, I do it from the heart. This one blows my mind,”
he explained, underscoring the passion required to succeed in life after sport.
The Importance of Passion in New Projects
One of the most critical lessons from Toni’s transition is the need for passion-driven projects. Many retired athletes attempt to fill the competitive void by investing in ventures that don’t necessarily align with their core interests. While there has been a surge of athletes turning to angel investing and business ventures, Toni’s story shows that success post-retirement depends not on capital, but on finding the right role and genuinely investing in the process.
For many, like Diego Forlán, who took up professional tennis after his football career, the drive to find new competitive outlets is a powerful motivator. Diego found a way to extend his competitive life through tennis. Yet his story is the exception, not the rule. Most athletes won’t pursue secondary sports careers, nor should they. The transition, as Toni illustrates, is less about staying in the limelight and more about meaningful involvement in ventures that resonate deeply with their personal values.
Toni’s academy is not merely a business move — it’s a reflection of his dedication to the sport and the knowledge he wishes to pass on. This commitment to purpose-driven projects, rather than pursuing ventures just for financial returns, is a key takeaway for other athletes facing retirement.
Beyond Investment: Building Growth Through Active Involvement
In recent years, the media has been abuzz with stories of athletes becoming angel investors and startup advisors. While this is a tempting path for many with significant wealth, the example of Toni Kroos suggests a different approach: meaningful involvement in projects where one can contribute actively, rather than merely financing them.
It’s easy for high-profile athletes to be enticed by the allure of the startup world, especially given the prevalence of success stories such as Shaquille O’Neal or Michael Jordan turning their post-sport ventures into thriving businesses. However, not every athlete should aspire to become a (passive) investor. Furthermore, it is also important to note that wealth preservation or wealth creation does not primarily depend on acting as an investor, but rather on social and career issues that need to be addressed beyond sport (Building Wealth Is About Understanding and Managing Critical Risks). For Toni, the academy is more than just a name — he is on the ground, helping to build the infrastructure that will support its future growth.
This hands-on approach to business is something more retired athletes should consider. It not only offers them the opportunity to stay engaged but also provides an avenue for growth alongside the venture. The key lesson from Toni’s journey is that athletes, like entrepreneurs, need to be involved in the operations of their projects to experience the satisfaction and sense of purpose that once defined their sports careers. Merely signing checks won’t fill the emotional gap left by retirement from competition.
Through my work with athletes transitioning into business, I’ve seen firsthand how setting new emotionally meaningful professional goals can help bridge the emotional gap left by retiring from an athletic career. By aligning their pursuit of excellence and success with measurable results in business, former athletes can gain that important sense of achievement and purpose they once derived from sport. The key is to connect those business goals with the emotional investment they once made in their athletic development. This isn’t easy, and of course it still won’t match what they experienced in their sport, but it’s definitely an important step.
The Role of Trusted Relationships
Central to the success of an athlete’s transition is the support system they have around them. Toni’s career was shaped by long-standing relationships with trusted figures — his wife, who helped him navigate his decision to retire, and key individuals at Real Madrid, such as coach Carlo Ancelotti and club president Florentino Pérez. The ability to rely on a close-knit group of confidants allowed Toni to make a smooth exit from football, fully aware that he was supported.
Athletes must recognize the importance of maintaining and nurturing these relationships as they approach the end of their careers (actually it’s even better to start as early as possible to nurture valuable relationships beyond sports). The value of trust, particularly when making such a significant life decision, cannot be overstated. It’s not just about having a network of business advisors or financial planners, but about surrounding oneself with people who understand the emotional and personal aspects of retirement.
The contrast between athletes like Toni, who carefully cultivate a network of trusted allies, and others who may flounder in the absence of such support, is stark. This network provides not only emotional support but also sound guidance in navigating the complexities of post-retirement life.
Conclusion: A Blueprint for Navigating Life After Sport
Transitioning from professional sports to life after retirement presents a unique and often still underestimated challenge for athletes. As Diego recently shared ahead of his participation in the Uruguay Open tennis tournament, the adrenaline of competition is hard to impossible to replicate once an athlete’s sporting career ends. This sentiment touches on a broader issue faced by many retired athletes: the search for purpose and the emotional high that comes with high-level competition.
After years of working towards the peak of physical and mental performance, athletes can find themselves searching for new outlets to channel their drive and intensity. Diego’s move from football to tennis highlights a common approach — finding new, challenging pursuits to fill the competitive void. For most athletes, however, a career in another sport is certainly not the right path, especially not in the long term. Instead, transitioning into business or leadership roles can provide some of the purpose and emotional fulfillment that many athletes crave.
The end of an athlete’s playing career can be daunting, but Toni Kroos’ experience offers a powerful example, a blueprint, of how to navigate this challenging transition. By taking control of the decision-making process, finding passion-driven projects, and maintaining a hands-on approach, athletes can find a new sense of purpose in retirement. Moreover, the presence of a trusted support system can make all the difference in ensuring a smooth and fulfilling transition.
For those athletes eyeing post-sport investments, Toni’s path suggests caution: focus not on financial returns, but on meaningful involvement in projects that offer personal and professional growth. Ultimately, the key to life after sport lies in finding new roles that align with one’s values and ambitions, much like Toni has done with his academy.
While every athlete’s journey is unique, Toni’s meticulous approach — rooted in passion, purpose, and a strong network — provides a valuable template for others as they embark on their own post-career journeys.