Professional athlete, writer, editor, marketer, brand strategist, PR rep, communications director, agent, coach, consultant, construction contractor, entrepreneur.
Seeing my various passions and careers listed in sterile comma delimited form seems hollow, cold, and somewhat sad.
Each of those words represents years, decades in some cases, of passion and commitment. Now, as I transition from a career solely dedicated to sport, and the media surrounding it, I find it difficult to boil my “about me” page down to the most basic of ingredients.
I was a professional endurance athlete for over 20 years. My biggest takeaway from that time is that making a living in a sport with limited earning potential is in many ways the best “business school” for fully understanding and appreciating everything that goes into a brand, its marketing, operations, communications, and strategy.
As a sponsored athlete I was never satisfied to just wear a logo and go fast. I wanted to truly benefit my support network. Not only would this give me peace of mind as to what I was contributing to my sponsors, but I came to understand this approach greatly increased my value and thus my sponsor’s motivation to keep me on board.
This attitude lead to my creating content for magazines, websites, and brand blogs and social media. From there it was a logical step to take on the overall communications and branding strategy. This not only benefited the Jimmy Archer “professional athlete” brand but helped to create an authentic and exciting journey with fans and supporters of myself and my sponsors.
Eventually this lead to the creation of DirtTRI and my working with the endurance sport industry and governing bodies to advocate and promote my preferred endurance sport format, off road multisport. After three and a half years of working to build and develop a media start up in the tumultuous worlds of endurance sport and digital media it has become obvious the endeavor that was DirtTRI is untenable and I and the brand need to evolve.
I am currently looking for a “real job” so to speak. Meaning, I am looking for a position with a brand I can contribute to in a significant way and will allow me better quality of life than scraping by on a startup idea while putting in 100 hour weeks for something I really want to work but the market just won’t allow.
In short I’m a bit fried from living a Sisyphean life for the past several years. There comes a time when you have to accept reality and move forward.
I will be writing more about this, but I have come to realize in my job hunt that there is a concern that I am looking for something “on the side” in order to finance DirtTRI.
This is not the case.
More to come soon.