Women of Impact: Santia Deck and a revolution in impact investing

In Part 1 of my interview with Santia Deck, we talked about athletes in the quickly changing world of women’s sports, setting new records on the field and rising to prominence in business and social change. In the second round of our insightful discussion, I asked football player and trailblazing female athlete Santia Deck about impact investing’s revolutionary potential.

During our conversation, Santia emphasized the enormous potential of impact investment in conjunction with athletes’ powerful platforms. She discussed how her experience as a professional athlete and businesswoman has illuminated the effectiveness of fusing mission-driven projects with her wide-ranging influence.

“Impact investing makes the most sense for athletes because we already have the influence,” Santia said.

She talked about pitching her brand to a room full of investors, which showed how appealing the mix of sports impact and her goal was. “Seeing the reactions in the room, I realized this is a powerful combination. Athletes have a unique opportunity to drive real investment that can change lives.”

Santia went into more detail about how her fame helped her break into new markets and significantly boost women’s sports.

“As an athlete, especially in a nontraditional sport, I’ve been able to create so much momentum for women’s football and lead the charge in this space. It’s about using my influence to open doors and create opportunities for others,” she stated.

When purpose and power are aligned like this, it makes impact investment especially useful in women’s sports. Santia and other athletes aren’t just interested in making money; they’re also highly committed to using their positions to bring about positive change. “If we have the influence mixed with a reason and a mission, it’s almost a done deal when you get in front of investors,” Santia said.

Purpose-driven investments

Santia stressed the importance of purpose-driven investments in her business plan. Her approach to investing differs from most because it focuses on making a positive impact instead of just making money. This philosophy is deeply ingrained in everything she does, showing her dedication to improving the world.

Santia discussed her investment philosophy: “I don’t believe in investing selfishly. If I want to spend my time, energy and money, it has to be for a reason bigger than me.” Because of this guiding principle, she has invested in projects that align with her values, such as supporting nontraditional sports and promoting women’s sports.

Her work in the shoe business and the money she invests in women’s sports are great examples of this approach. Tronus, her shoe company, is both a business and a way for her to support female athletes. She wants to take women’s sports to new heights by giving them chances and tools.

I asked about the bigger effects of these kinds of investments and said that investors who want more than just money are very interested in purpose-driven investments. They look for businesses that can make a difference in the world and make money. Santia’s investment strategy is appealing because it aligns values and returns in this way.

Santia has shown through her investments that athletes can make big changes in the world when they put their money into projects with a clear goal. Her dedication to investing with a purpose shows that athletes can use their power and money to make a lasting difference.

Unique strengths of athletes in business

One of the most important things we discussed was the unique skills athletes bring to the business world. Santia talked about how the traits that make athletes successful—discipline, honesty, and a focus on a goal—are also useful in business.

Santia said the discipline you need to do well in sports can help you succeed in business.

“What made them successful in track or transitioning to rugby or football is you have to be hyper mono-focus. You can’t be doing it because you’re like, oh, this would be cool and maybe somebody will look at me and I’ll be looking like good in a photo,” she said. This single focus, important for high performance in sports, gives athletes unmatched determination and toughness as they work toward their business goals.

I asked about how honest athletes are in their business dealings. She said that athletes usually put a level of honesty and dedication into their work that isn’t seen very often in business. Being honest with investors, business partners and customers builds trust, which is why athlete-led businesses are so appealing.

Another strength is the ability to build and lead teams. Athletes are used to working together as a team, knowing how important each person’s job is, and working toward a common goal. This focus on working as a team is helpful in business, where success depends on people working together and being led well.

Santia’s journey as an entrepreneur shows how strong these traits are. Her ability to get people behind women’s sports and give them momentum is a great example of the leadership and vision that athletes bring to their projects. Santia and other athletes are doing well in business by using their unique skills and experiences and paving the way for future generations.

Collaboration and broader impact

As women’s sports evolve, it’s important to work together and form strategic partnerships to make a bigger difference. During the talk, Santia and I agreed on the importance of creating content and building partnerships that support female athletes’ voice and accomplishments.

Santia talked about how her platform is being used to help female athletes work together and help each other.

“We are definitely looking for partners because we are kind of building this empire from the ground up and we are looking for people that are passionate about the growth of women’s sports and wanting to take a 1 billion to 100 billion,” she said.

I asked how important it is to connect with different groups of people through various kinds of content. My idea was to get Santia more involved in discussing current events in women’s sports. “What I’d like to do is start serving those to you, Santia, because you’re probably reading the same thing I’m reading but you’re not thinking the way I’m thinking,” I told her. This method aims to include Santia’s ideas in real-time conversations, which will make her more visible and increase her power.

Future content ideas, like webinars and interviews, that can show female athletes’ unique points of view were also discussed. Santia was excited about these projects and said, “I love doing that.” The platform helps us reach more people and spread our message.

I also said that regular commentary on important news stories could help them get more investors and have a bigger effect. “We can tell you have your platform, and we have our platform. So if we can move the story, not just within the 3 million but to our 50,000 who are incredibly wealthy,” I said. This strategic amplification can bring together different groups of people and bring big societal changes.

Conclusion

What Santia and I discussed in the second part of our interview is very helpful for understanding the impact of investing in women’s sports. By using our unique platforms and focusing on doing good, athletes like Santia succeed in their businesses and make a real difference in the world.

Santia’s dedication to investing with a purpose and her smart use of influence show that athletes can make a lasting difference. As she said, “If we have the influence mixed with a reason and a mission, it’s almost a done deal when you get in front of these investors that are looking for something like that.” Influence and a strong sense of mission can work together to get a lot of support from investors.

Read more on Women of Impact: Santia Deck on breaking barriers and tackling pay disparities | Kelly Ann Winget on her alternative investment fund and gender bias | more articles in this series here.