Recently, I watched SAS: Who Dares Wins on Channel 4, where former professional footballer Troy Deeney shared something that truly struck a chord with me — and I imagine with countless others who’ve worn the boots, the shirt, or the jersey.
Deeney opened up about how lost he felt after leaving the game. Football had been his world — his routine, his identity, his purpose. And when that chapter closed, the one question he kept coming back to was:
“Purpose – Who? Why?”
Those three words carried so much weight. They cut right to the heart of what so many athletes experience when the final whistle blows on their playing career.
Why this resonates
I know that feeling all too well. When my own football career came to an end, I found myself in unfamiliar territory. The structure I had relied on was gone. The sense of belonging to a team was gone. The clear, measurable goals — gone.
You spend years perfecting your craft, building your life around a single pursuit. And then, in what feels like a blink, you’re faced with an entirely new question: “What now?”
The hidden challenge athletes face
The transition out of professional sport isn’t just about finding another job. It’s about redefining who you are when you’re no longer “the player.” For many, sport has been more than a career — it’s been an identity, a community, and a source of purpose.
Without the right support, that void can feel overwhelming. Some drift. Some chase paths that don’t truly align with their strengths or passions. Others simply freeze, unsure where to begin.
Why I started Crossover Partners
That feeling of uncertainty was one of the driving forces behind founding Crossover Partners. We exist to help athletes navigate that shift — to channel the skills, discipline, and resilience built in sport into meaningful new careers.
It’s not about replacing the thrill of game day — nothing can — but it is about discovering a new purpose. It’s about answering those same questions Troy voiced — “Who? Why?” — in a way that reignites ambition and drive.
Opening the conversation
If you’re an athlete going through this transition, or you’ve already been through it, I’d love to hear your story.
- What was your biggest challenge after leaving sport?
- How did you find your “next thing”?
- Who helped you along the way?
Your experiences could be the words that give someone else the courage to take their first step forward.
At Crossover Partners, we believe the end of one chapter can be the start of something extraordinary. Sometimes you just need the right people in your corner to help you see it.
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