Athletepreneurs Academy | Business Coaching for Pro Athletes

Athletepreneurs

Academy

The Athletepreneurs Academy is the beginning of a global community and learning space for current and former pro athletes who are ready to step into entrepreneurship—with confidence, clarity, and real support.

From Athlete to Entrepreneur. Win Beyond the Game — With the Right People Around You.

Athletepreneurs is a curated environment for current and former athletes who want to build something beyond sport — calmly, consciously, and with high standards.

This isn’t motivation. It’s an environment: practical learning, real-world exposure, and a peer group that helps you take responsibility and move.

Mission Statement

Athletepreneurs is a protected environment for athletes who want to build something beyond sport with the right people around them. Built for current and former professional athletes exploring entrepreneurship, personal brand, and life beyond sport.

From performance to purpose — without losing who you are.

When the final whistle blows, many athletes face a tough question: “Who am I without the game?”..... Click to read more

The Athletepreneurs Academy began in Estonia as a new movement that was created for current and former professional athletes who are ready to confidently transition into entrepreneurship and is now growing into a global community that connects ambitious athletes and experts worldwide.

Founded by Kerdu Lenear — former professional basketball player, athlete transition coach, and MBA graduate — the Academy was born from her own journey of rebuilding identity and purpose after sport.

Inside, you’ll get:

Expert-led trainings in business, mindset, and personal branding
Mentorship from athletes and leading professionals across industries
Access to a growing international network of like-minded athletes
The clarity, confidence, and tools to build your next chapter beyond sport

You don’t need a business degree, just the same mindset and commitment that made you excel in the game.
This is where athletes evolve into entrepreneurs and truly win beyond the game.

You’ll go from feeling lost after sport to knowing exactly how to use your discipline, mindset, and drive to build a business or brand that reflects who you are now.

No business degree needed. Just responsibility.

You don’t need a business degree or a perfect plan.
What matters is responsibility — for your decisions, your growth, and the energy you bring into the room.
Athletepreneurs works best for athletes who are ready to take ownership and learn by doing.

Real skills, real examples, real conversations.

This isn’t theory or polished case studies.
It’s practical skills, real experiences, and honest conversations with people who are actually building.
You see how things work in real life — not how they’re supposed to look on paper.

A team beyond the game.

You’re not doing this alone. Athletepreneurs is a curated room of high performers — learning, building, and growing together.
The goal isn’t a quick win. It’s direction, confidence, and momentum that lasts.

Inside, you’ll get expert guidance, practical tools, and connection with like-minded athletes on the same path.

What's Included

Everything inside Athletepreneurs is designed to protect the room and create momentum — with practical skills and the right people around you.

Live sessions (in-person + online)

Practical sessions focused on real skills athletes need beyond sport — decision-making, negotiation, branding, and business basics.

Join in person, via Zoom, or watch the replay from anywhere in the world.

Curated Peer Community

An intentionally curated community of current and former professional athletes building their next chapter.

Shared background. High standards. Honest conversations.

Real-World Exposure

Company visits, founder conversations, and behind-the-scenes access.

See how businesses are actually built. Not how textbooks describe them.

Guided Structure & Direction

Not a big public group. A protected room that replaces what many athletes lose after sport.

The community helps shape the training focus, so what we work on stays relevant and practical.

Who is Athletpreneurs for?

Athletepreneurs is for athletes who want to build something beyond sport and don’t want to do it alone.
It’s built for people who value high standards, take responsibility, and understand the power of the right environment.

Built primarily for current and former professional athletes, where shared experience matters more than titles.

A responsible, athlete-driven environment

This isn’t about motivation or shortcuts. It’s a room for athletes who take ownership and are ready to build what comes next.

High standards, low noise

You’re surrounded by people who respect discipline, consistency, and the energy they bring into the room.

Real conversations with people who get it

No explaining yourself. No ego. Just honest discussions with athletes who’ve lived elite sport and are building beyond it.

Our schedule

upcoming trainings

Dec. 11

In-Person & Online Training

UPLEVEL 2026: From Resolution to Results in 5 Clear Steps (in Estonian) - Kerdu Lenear

As we step into a brand-new year, most people make resolutions but only a few actually turn them into reality.

In this workshop, you’ll learn a simple 5-step process—rooted in proven mindset tools—to transform your intentions into consistent action and real results.

If you’re ready to start 2026 with clarity, confidence, and momentum, this is for you.

Jan. 15.

In-person & Online Training

ChatGPT ABC with Davor Tamm (in Estonian)

Davor Tamm is an accomplished entrepreneur and financial strategist, recognized as EBS Alumnus of the Year 2022. With a startup education from EBS, he has helped multiple early-stage companies grow and expand into export markets.

As a former President of BNI North Star Tallinn, Davor is known for his strong leadership skills and his ability to successfully apply sales, management, and financial strategies in real business environments.

A hands-on introduction to ChatGPT for professional athletes starting or growing their business.
Learn how to:

use ChatGPT as your digital assistant;
write engaging posts, emails, and business content faster;
create your own personalized agent to support daily tasks.

Discover how AI can become your teammate beyond the game.

Jan. 22

In-person & Online

Mastering Negotiations with Davor Tamm (In Estonian)

Effective negotiation techniques, understanding different personality types, structuring negotiations for success, and ensuring win-win outcomes for both parties.

Jan. 27

In-person & Online

Bold Branding & Global Growth with Michael Burich

In January, Athletepreneurs will get an exclusive opportunity to visit Maison Beast — one of Europe’s fastest-growing streetwear brands.

Our inspirational speaker, Michael Burich, is the founder and creative director of Maison Beast, a bold Estonian label that has reached New York and Milan Fashion Weeks and is currently collabing with BC Kalev/Cramo. He’ll share how he built a disruptive global brand and the key strategies behind standing out in competitive markets.

With 20+ years of entrepreneurial experience, Michael’s insights on branding, differentiation, and international growth are highly valuable for Athletepreneurs looking to build their identity, launch a business, or grow a personal brand beyond sport.

Maison Beast also recently launched the world’s first post-sex T-shirt, Après-Sex, proving how daring ideas can capture global attention.

Feb.

In-Person & Online Training

From Professional Sport To Entrepreneurship With Davor Tamm (in Estonian)

Davor Tamm is an entrepreneur with hands-on experience building and growing businesses in Estonia. In this training, he shares a practical, no-hype introduction to entrepreneurship for professional athletes who are considering starting a business alongside or after their sports career.

You’ll learn how to:

take the first steps into entrepreneurship as an athlete
develop an entrepreneurial mindset beyond sport
avoid common early mistakes
understand the basics of setting up an OÜ (when and why)
make clearer decisions when transitioning from athlete to founder

A practical session for athletes who want clarity on what comes next beyond the game.

Feb

In-person Training

Winning Beyond the Game: Media & Branding with Karl Multer (in Estonian)

Karl Multer will guide Athletepreneurs in building a clear and credible personal brand and understanding how media and public visibility can support long term success beyond sport.

In his session, he focuses on how athletes can build a strong and credible personal brand, work confidently with media, and handle difficult moments through effective crisis communication. Through practical examples and a small group workshop, participants will define their own positioning, learn how to guide their public narrative, and understand what sponsors really look for beyond results.

Karl brings over 25 years of leadership experience across marketing, communication, and strategy, including a long international career in banking. He has held senior leadership roles at SEB in Estonia, the Baltics, and at Group level, leading marketing and brand strategy in complex, highly regulated environments.

Alongside his banking career, Karl has served as CEO of leading advertising agency Tabasco, has been named Marketing Director of the Year, and has led multiple award winning marketing and sponsorship projects.

Today, Karl is building a new generation marketing and advertising agency, working with a diverse client base that includes leading Estonian brands, a parliamentary political party, and national sports federations. He also works with elite athletes on personal branding, media presence, and career transition beyond competitive sport.

In parallel with his professional career, Karl is a passionate amateur athlete and former board member of the Estonian Basketball and Tennis Federations, giving him deep insight into performance driven environments and athlete transition.

Performance creates results.

Reputation creates opportunities.

March 5

In-person & Online Training

Sales Management With Davor Tamm (in Estonian)

A practical training on mastering the sales process—from understanding client needs and presenting value clearly to handling objections and closing with confidence.

You’ll also learn how to recognize which contacts deserve your time and which don’t.

Different sales techniques and how to apply them in practice
How to quickly and accurately identify a client’s needs
How to present your solution so it’s clear and valuable to the client
Effective ways to respond to objections without becoming defensive
How to guide the sales process to a logical and confident close
How to distinguish high-value contacts from those who aren’t worth your time

March 19

In-person & Online Training

Speaking From the Heart: Andero Keronen on Growth, Pain & Purpose

Andero Keronen, co-founder and CEO of No Bananas, began his entrepreneurial path at 16 and grew his company from near-bankruptcy to €17.5M in revenue.

A former basketball talent, he built his success on discipline, teamwork, and resilience.

Today No Bananas operates across Poland, Latvia, and Lithuania, and Andero continues to grow as a leader, valuing his roles as husband and father above all.

He joins Athletepreneurs for an honest, heart-driven conversation — not a training — sharing real challenges, lessons learned, and the importance of serving others. Athletes are invited to ask questions and take away practical, human insights.

Subscription plan

Every pro athlete has a strength coach. Few ever train their inner game.
With Mindset Fitness, you’ll reprogram your habits and responses so your best performance becomes your default — not frustration, hesitation, or doubt. Find out which program is right for you — Book a Free Discovery Call

Entry Point

One-Time Training Access

A simple way to experience Athletepreneurs before committing.
Access to one expert-led Athletepreneurs training
Join in person or online + access to the replay
Experience the Athletepreneurs environment
No long-term commitment

Recommended

3 Month membership

For athletes who want consistency, community, and shared growth.
Membership is curated — accepted via application.
3-month membership (monthly payment)
Access to all Athletepreneurs trainings that month
Join in person, via Zoom, or watch replays
An intentionally curated peer community of professional athletes
Expert-led business trainings incuded
Real-world visits, guest founders, and shared learning
Private community access to stay connected between trainings
A stable rhythm that builds trust, clarity, and momentum

Starter Plan

1-month Membership

Membership is curated - accepted via application
1-month access to the trainings that month
Choose the sessions that fit your schedule or watch the replay
Expert-led business trainings included
Experience Athletepreneurs beyond a single session
No long-term commitment

Our Athletpreneurs

our founding members

The founder and five founding members of Athletepreneurs Academy are visionary athletes and leaders who believe in this movement because they’ve lived it.

Having already completed the first trainings, each one has been part of shaping, testing, and refining the experience from the inside.

More than participants, they are the foundation builders of a global movement, showing that when an athlete’s career evolves, the game doesn’t end. It simply transforms into something greater.

Artur Konontšuk

Siim-Sander Vene

Ivo Van Tamm

Janar Soo

Sven Kaldre

Kerdu Lenear

Founder

Testimonials

Endorsed by Elite Athletes

Real stories from real Athletepreneurs

"In life, it’s important to surround yourself with people who inspire you, encourage you to grow and learn, and bring out the best in you, because their energy and mindset deeply influence and shape your own. Athletepreneurs offers exactly that for me!"

Ivo Van Tamm Professional Basketball Player

"I joined because I wanted to meet other like-minded people, exchange ideas, and gain new knowledge. So far, I’ve gained new knowledge from the trainings and the confidence that when I take something on, there are people I can ask for advice or work together with. I recommend joining to everyone with a sports background who has at least some interest in entrepreneurship and doesn’t want to take the whole journey alone."

Janar Soo Former Professional Basketball Player

"I joined Athletepreneurs because I want to become an entrepreneur one day, and the knowledge shared there helps me start that journey. I like that the approach is personal and focuses on topics that help athletes find another path alongside their sports career. I recommend it to athletes who want to develop themselves and gain new, essential knowledge from the “real” world."

Artur Konontšuk Estonian National Team Basketball Player

"Athletepreneurs provides a clear structure and practical tools from both an athlete’s and a sports leader’s perspective, and I recommend it because what you learn helps you make better decisions both in sports and in everyday leadership."

Sven Kaldre Former Professional Basketball Player

Frequently Asked Questions

Didn´t find your question?
Reach out to us! We’re here to help you take the next step from athlete to entrepreneur.

Applications are reviewed personally. Not everyone is accepted and that’s intentional.

Who is the Athletepreneurs Academy for?

It’s for current and former professional athletes who want to transition into entrepreneurship, create their own brand, or explore what’s next after sport—with a structured roadmap and a supportive team.

Do I need business experience to join?

Not at all. The Academy is designed to guide you step by step—from your athlete mindset to entrepreneurial success. You don’t need a business degree, just the same drive and discipline you used to reach the top in sports.

What can I expect inside the Academy?

You’ll get access to mindset coaching, business fundamentals, and personal branding tools—plus real-world mentorship from athletes-turned-entrepreneurs and other top experts in their fields. You’ll also gain access to a powerful international network, where collaboration, growth, and new opportunities happen through real connections and shared ambition.

Is this for everyone?

No. Athletepreneurs is curated to protect the culture.
If you’re looking for quick wins or motivation, it’s probably not a fit.
If you value responsibility, growth, and the right environment — you’ll feel at home here.

Kerdu Lenear

Athlete Transition Coach | Founder: Mindset Fitness & Athletepreneurs | Neuroencoding Specialist | Keynote Speaker | Brainz Magazine Contributor | Helping pro athletes master identity & confidence

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Copyright © 2025 Kerdu Lenear