Social for sport, from someone who already gets sport.
Social media management and content creation for athletes, races, sport brands and nutrition businesses, alongside other brands and projects looking for clear strategy, strong content and a more creative way to show up online.
You should not have to explain the entire sport before we can make the content.
Much of my experience sits within athletes, sport brands, nutrition brands, races and endurance businesses because I already understand that world.
I know the difference between content that looks nice and content that actually feels right for the people who train, race, follow and buy within sport.
That means less time translating the culture and more time working out what your audience should see, why they should care and how the account should show up consistently. I am also open to work outside sport where there is a good fit, especially projects that need the same basic social strategy applied in a more creative way.
Before I tell you what I do, you can see how I actually show up online.
My own Instagram is a useful example of the kind of content I enjoy creating: running, race weekends, ideas, opinions and the less polished bits that make an account feel like a person rather than a schedule.
For client, athlete or event-specific examples, get in touch and I can share work that is relevant to what you are looking for.
From the plan to the post.
Support can cover the full account or a specific part of the content process, depending on what you already have in place.
Social strategy
Content direction, platform priorities, recurring themes and a clearer reason for what is being posted.
Content creation
Reels, short-form video, graphics, photography-led content and social-first ideas built around the brand or athlete.
Management + posting
Planning, copy, scheduling and day-to-day account support so the social side does not keep falling to the bottom of the list.
Race + event coverage
On-the-ground content around races and events, including the build-up, behind-the-scenes moments and what happens beyond the main stage.
Accounts where understanding the audience actually matters.
Sport and endurance are where much of my experience sits, but I am not limited to one sector. I am always interested in new ways to apply strong social strategy, content and storytelling where the fit makes sense.
Athletes + creators
Personal brands that need structure, consistency and content without losing the person behind the account.
Sport + endurance brands
Businesses that want social content built by someone who already understands how their audience thinks and talks.
Races + events
Event organisers that need content before, during or after race weekend.
Nutrition + performance brands
Brands whose products sit naturally within training, racing and endurance culture.
Other brands + creative projects
Work outside sport where clear strategy, audience understanding and strong content can be applied in a fresh or more creative way.
Content is different when you are actually there.
I have hands-on experience creating social content around major endurance events, including work in the UTMB environment. That means understanding the pace of race week, the behind-the-scenes moments and the content opportunities that disappear if you only think about the polished finish-line post.
Clear enough to stay consistent. Flexible enough to react to what is actually happening.
Social in sport needs a plan, but it also needs enough room for races, results, training changes, live events and the things nobody could have scheduled six weeks ago.
Get clear on the account
What you are trying to achieve, who the audience is, what already works and where the current gaps are.
Build the content rhythm
Agree the themes, formats, frequency and content process so there is enough structure to keep things moving.
Create, manage + adapt
Produce and schedule the content, then adapt when the sport, event or audience gives us something more useful to talk about.
I understand the content side and the culture it has to land in.
I am already part of the endurance world as a runner and creator, so sport is a space I understand naturally. But the part I enjoy most is taking the fundamentals of good social strategy, understanding the audience, finding the right angle and creating content people actually want to engage with, and applying them wherever there is an interesting project and a strong fit.
Send me what you need help with.
Tell me who you are
Athlete, brand, race, event, organisation or other project, plus the platforms you are currently using.
Tell me where you are stuck
Strategy, content creation, consistency, day-to-day management, event coverage or a combination of them.
We can shape the support around that
You do not need to arrive with a finished package in mind. The scope can be built around what would actually make the account easier and stronger.
Need someone who understands the audience before making the content?
Tell me about the athlete, race, brand or project, what you are currently doing and where you need support.