Built, Not Given

Being a woman in the business of running

The longer I exist in the endurance community (which has been quite long) and now as a free agent; the clearer I see that the business of running is still heavily male. Whether it’s media, podcasts, gear reviews, running news, speaking opportunities, product innovation, brand leadership or the places where decisions are made, they’re still dominated by men. I don’t feel any bitterness about this topic but I’m someone who has spent almost 20 years building a career in the sports and fitness world. I started my business in 2007 so I’ve been here for awhile and I think it warrants a few comments about it.

Running my 1st Ultra in 2010 and 3 years into launching my business with 2 babies.

I’ve grown a lot in this space-on a personal and professional level and I’ve learned, if you want longevity, you can’t build your identity on a contract. It took me time to learn that part; but at the end of the day I really wanted to build something deeper- with roots. Over the last 19 years, I’ve worked to create my own brand- and I love every part of it because I’ve been able to make a positive impact in people’s lives with each part of my business. I’ve built a coaching business, released a book, become a professional speaker, created a fitness app, launched a podcast, created merch, and stepped into roles on film and photo sets (and now I’m exhausted just reading that back to myself). Also, none of that happened overnight- it took almost two decades.

My first fitness business photoshoot

I think this contributes as to why free agency hasn’t negatively affected me, but moreover revealed me(honestly it’s been fun!) I’ve learned one of the best decisions I’ve made was refusing to let a sponsor define my worth; and I think more women need to hear that. Often, when pursuing a career in running we think we need to wait to be chosen. Being chosen by a brand, a sponsor or the industry can feel pretty special, but you don’t have to wait to do great things or have a voice in the sport until you’re signed. If your value depends solely on being chosen, then your future is always in someone else’s hands. I’ve experienced how a partnership can help you but I don’t believe it should define you or be your foundation.

The Keep Hammering Podcast with Cameron Hanes

I feel more women need the confidence and guidance to build something of their own; something rooted in their voice and values. For me, doing this has created financial strength without depending solely on a running contract- and I love having something I own. I also feel like I need to be clear: I’m not interested in making men the enemy. I don’t believe strong women rise by crushing men. I believe strength looks like respect and kindness; and maybe that’s why I’ve been invited into male-dominated spaces-onto podcasts; into conversations; and into books(I was featured in four books last year alone.) I’ve learned the value in knowing who I am and I knowing what I bring.

Guest Hosting a Run Club in Golden, CO

Maybe that’s why I haven’t signed with anyone in this free agency season. I don’t want fake support or performative language about women. I’m hoping to work with a brand that genuinely sees me as a unique, hardworking woman who has spent almost 20 years earning what she brings to the table. Until then, I’ll keep doing what I’ve always done: building (and having a lot of fun doing it!) From my viewpoint, the business of running doesn’t only need more women participating in it- it needs more women shaping it; and I’m aiming to continue doing just that.

Keep Choosing Strong,

Sally

(As always, thanks for reading and thank you for your support of my work. I just released a new YouTube episode last night- check it out and do me a favor and subscribe/share this post. Thanks for being here.)