#209 Building Authentic Sports Brands | Maike Wellmann on Swimming, Entrepreneurship & Athlete Identity
Update: 2025-09-22
Description
Welcome to episode 209 of Sports Management Podcast.
Today’s guest is Maike Wellmann - a brand specialist, entrepreneur, and founder of Swim & Move Academy. Maike went from regional swimmer to building a thriving swim school and helping athletes and federations shape authentic brands. '
We spoke about:
- Why authenticity beats copy-paste branding
- How Swim & Move grew from 5 → 50+ classes in 2 years
- Branding workshops for federations & athletes
- Why hard skills can be taught, but passion can’t
- Lessons in consistency, self-care & scaling a business
And much more!
Time stamps:
00:01 Intro
07:27 Swim school growth from 5 to 50 classes
09:09 Authenticity in branding
13:49 AI & branding workshops for federations
31:50 Recruitment: hard skills can be taught, soft skills can’t
34:29 Consistency + self-care in entrepreneurship
37:17 Taking a step back: aligning brain and heart
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