Championing women in sports through advocacy and entrepreneurship

Hello, Equities News community!

My name is Santia Deck, and I am grateful for the opportunity to be a contributor to this vibrant community of over 35,000 subscribers, and to share my journey as a woman professional athlete, entrepreneur, and vocal advocate for the contribution that women in sports are making.  My journey in the sports and business world has been marked by groundbreaking achievements and a steadfast commitment to elevating women in sports. 

I’m known for making history… twice: first, I was offered the largest contract ever for a woman in football, and second, I broke barriers as the first female athlete to own a shoe company, Tronus. I view these milestones as not only personal and professional achievements but most significantly, steps towards challenging the status quo for women in athletics and opening doors for women in sports and business. At the same time I was taking steps to build a framework for young women in sports, I was taking several of the opportunities presented to me and unifying them into a model for success as an athlete and financial success as a businesswoman.  I was basically treating myself as the “test” to see if, and how, it can be done.

Like many, my journey has enjoyed—and endured—many pivots, twists and turns as I navigated an unforged path for young women to succeed and find financial rewards in an industry dominated by the well-deserved attention to men’s sports. Whereas women have long enjoyed recognition and rewards for their achievements in the sports women commonly compete in, such as tennis, golf, and soccer, there has not been as significant presence, participant or “player” in a sport like women’s football. I set out to change this.

Why football? Well, I love the game. I also love the game of rugby and successfully competed there as well. Playing in male-dominated and aggressive sports with my brothers and his friends growing up, it came relatively naturally as my successful track career was great training grounds to compete in the game. I went to college, Texas A&M – Kingsville, on a Track and Field scholarship. The life of an Olympic qualifying sprinter is intense; frequent injuries can easily end promising careers. I saw fairly early on that any success I may have pursued or achieved as a Track & Field athlete held limited financial prospects. Long before NIL (Name, Image and Likeness) opportunities elevated to where the industry is today, I knew I needed to set my sights elsewhere

I am also a fitness instructor and fitness model. I became known as the “Queen of Abs” on social media and rapidly grew a community of over 1 million followers. This community was not only interested in the workouts but also in following the journey to compete in the relatively unknown but growing sport of women’s flag football.

Yes, I secured a multi-million dollar contract to compete in women’s football, but I wasn’t one to settle for climbing just one summit. As I looked around for other mountains to conquer I asked, “why isn’t there a sports performance footwear company, designed and created, by a woman?”   While I might not have known much about how to manufacture a shoe line, I did have several assets in my favor. I had me as the brand, and I had a community of over 1 million members. So I launched Tronus. This leads us to the second history-making, barrier-breaking milestone in my career—I was the first female athlete to own a shoe line. I’m happy to add that we also launched several lines of shoes and colors and eclipsed $1 million in sales. 

My passion for sports and advocacy for gender equality has driven me to create “Winning Her Way,” a platform dedicated to profiling phenomenal female athletes. This platform is more than just a space for interviews; it’s a community where women can share their stories on their terms, celebrate their triumphs and address the challenges they face. By giving a voice to these incredible athletes, we not only acknowledge their contributions but also inspire the next generation to chase their dreams.

I am so encouraged by the growing attention that women in sports are attracting, the NIL opportunities to monetize their brands and the impact on the sports they play. It’s time to move the needle forward and create a more inclusive and equitable sports industry. 

Over the coming months, I will share these experiences in more detail: how they have shaped who I am today and my ambitious plans for the future. I’ll keep you updated on my business endeavors, impact investing projects, advocacy efforts and the progress being made for women in sports. Additionally, I’ll bring to light the companies and brands that are making significant strides in investing in and supporting the advancement of women’s sports. These allies play a crucial role in shaping a more inclusive future, and it’s important to recognize and support their efforts. So, stay tuned to Equities News as my partner in sharing all that I’ve learned along the way.

Join me as we explore the intersections of sports, business, and gender equality. Let’s celebrate the achievements, address the challenges, and pave the way for a brighter, more equitable future in sports. I’m excited to embark on this journey with you.

Let’s champion the cause of women in sports together!

~ Santia