BUILD THE BRAND THAT

OUTLIVES YOUR CAREER

A complete framework for Athletes who want clarity, commercial confidence, and long-term leverage.

Enrol Now - from £199

This is for you if…

  • You’ve built visibility through your sport but don’t know how to turn it into commercial value

  • You’ve been approached by brands but had no idea how to respond or what to charge

  • You want to build a platform that survives the end of your playing career

  • You’re confident on the pitch but uncomfortable putting yourself out there online

  • You want a proven framework - not vague advice from people who’ve never worked in the industry

Whether you’re breaking through, in your prime, or transitioning out of sport - the Athlete Playbook meets you where you are.

WHAT’S INSIDE

Five stages.
One Framework

Each stage includes a webinar, a short supplemental lecture, and a downloadable workbook packed with practical tools.

  • Audit your current presence, identify what people already associate with you, and start shaping it with purpose.

    You’ll leave this stage knowing the 3–5 words your brand stands for - and a clear plan to close the gap between perception and reality.

    INCLUDES: Webinar • Extra Time lecture • Workbook

  • Define your positioning, values, and story so you stand out in a crowded space.

    You’ll write a one-sentence positioning statement brands and fans instantly understand, and build your Spark–Struggle–Stand story for emotional connection.

    INCLUDES: Webinar • Extra Time lecture • Workbook

  • Show up with consistency and purpose - without burning out or feeling fake.

    You’ll create a simple content rhythm you can actually stick to, identify your core content pillars, and use the engagement loop to turn casual followers into loyal fans.

    INCLUDES: Webinar • Extra Time lecture • Workbook

  • Turn trust into brand deals. Learn how to package your value and start real commercial conversations.

    You’ll build a media kit that shows your value beyond stats, apply the 5 levers of brand value, and write outreach messages that actually get replies.

    INCLUDES: Webinar • Extra Time lecture • Workbook

  • Stay relevant and build impact that outlasts your career.

    You’ll design a personal brand filter to evaluate every opportunity, map out off-field revenue streams, and write a legacy statement that guides your long-term choices.

    INCLUDES: Webinar • Extra Time lecture • Workbook

Meet your instructor

-

Meet your instructor -

Richard Frost holding a basketball in a gymnasium with basketball players and hoops in the background.

I’ve spent over a decade at Nike, not just watching sport but shaping how it’s seen - leading campaigns across Rugby, Basketball, Netball, Cricket, Golf, Tennis, Skate, and American Football, and working alongside global icons.

Now through First Five Marketing, I share what I’ve learned: how to shape stories that stick, build partnerships rooted in authenticity, and turn athlete platforms into lasting influence.

If you’re ready to grow your voice, attract the right partners, and build a brand that outlives your career - you’re in the right place.

  • Nike logo with the word 'TEAM' below it, all in gray on a dark background.
  • RPA logo - athlete marketing partner
  • Kitlocker
  • Logo of the International Rugby Players Association featuring a stylized rugby ball and the organization's name.
  • A sports jersey with pink and blue geometric patterns and the text ''Black Girls Rock'' lies on green grass. The jersey features the logo of Black Girls Ruck, and pink Nike swoosh logos on the shoulders.
  • Two smiling girls standing against a brick wall, with a logo of a large stylized 'K' and the text 'Miss Kick Foundation' overlaid.
  • A woman wearing a light blue dress with a white headscarf, standing sideways with one hand on her hip, next to a painting of a rugby player in a white uniform holding a rugby ball.
  • Women playing basketball on an outdoor court during a tournament, with some players jumping for the ball near the hoop. The court has a logo that reads 'Ball Out 3x3 Championship 2021' and is set up with banners and a tent in the background.
  • Man in black athletic shirt lifting a kettlebell in front of a white brick wall
  • Logo of Women's Sports Alliance with black circular emblem and bold black text on a yellow background.
  • A youth football team in green jerseys with 'BIGKID' printed on them, posing outdoors on a football field. The team includes both boys and girls, with some kneeling and others standing, holding a football and wearing bright athletic shoes.
  • A woman in a sports jersey celebrating with a fist pump.
  • Logo of Black Prince Trust featuring stylized black and white face with closed eyes and the text 'Black Prince Trust' below, and website www.blackprincetrust.org.uk.
  • Group photo of female basketball players on an indoor court, wearing colorful jerseys, with a game timer and scoreboard in the background, and a 'LOVE BASKETBALL' logo at the bottom.
  • A female basketball player dribbling in a game, wearing a jersey with the logo 'Hoopity' and surrounded by spectators.
  • Logo of Middlesex Cricket featuring a blue crest with a crown on top, three stylized cricket bats inside, and the words 'Middlesex Cricket' below.
  • Woman with wavy blonde hair and glasses smiling while holding a shiny football with a red, white, and blue design.
  • A young woman standing beside a soccer goal on a lit outdoor field at night, smiling and looking up.
  • A female athlete smiling and holding a race bib, standing in front of a sponsored backdrop at the 2024 World Championships in Nice, wearing a sports bra and leggings with a medal around her neck.
More Clients

ABOUT FIRST FIVE…

"I came away with specific areas of growth that are helping me improve my content and direction across my social media platforms - plus a clear plan and real knowledge on how to contact brands and agencies for the future."

Maud Muir - England Rugby, Red Roses

"At the start of my personal branding journey, I learned how to lean into content that would help me land brand deals. I went from a very small Instagram page to a collective following of more than 50,000 across Instagram and TikTok. The guidance on pitching, pricing and communicating with brands has been invaluable - and now I work with some of my dream brands alongside my rugby career."

Charlie Holland - ex-Prem Womens Rugby player

"Marketing is something I found really daunting — there is just so much to it. The principles I learned helped simplify it and fill the gaps I needed. I've since gone on to secure brand collaborations with Mitre, George at ASDA and Puma."

Grace Vella - Founder & semi-pro footballer

Course FAQ

  • No. This isn’t about chasing numbers. It’s about clarity, identity, and influence. Even with a small audience, the right brand strategy can open big opportunities.

  • Each stage is designed to be efficient: a 10–15 minute webinar, a short workbook, and a tool or template you can use right away. You can complete the course at your own pace.

  • Not at all. Whether you’re breaking through, in your prime, or transitioning out of sport, the framework adapts to your level and goals.

  • Yes - but not in a gimmicky “get sponsored fast” way. You’ll learn how to package your value, attract aligned partners, and build long-term revenue opportunities around your platform.

  • That’s exactly what the course is built for. You’ll learn how to show up with clarity, find your authentic voice, and build consistency — without needing to be a “content machine.”