Alice Dearing's transition from an Olympic open-water swimmer to being a leading advocate is a powerful example of mastering life after sport. Recently, in an exclusive masterclass for members of the BEAA's alumni community, Alice explained how her proactive approach to education and personal branding paved the way for her exit from elite sport. Through her strategic choice of collaborations and career planning, she offers valuable insights into creating a meaningful post-sport career, all while staying true to her core values.
Alice's full masterclass is available exclusively to members of the BEAA's digital alumni community. Register to join here!
After recently retiring from swimming, Alice has been enjoying the freedom to explore life outside the pool. “I’ve doing all the things that I feel like I missed out on a little bit during my swimming career – catching up with friends, exploring new opportunities, and setting up new pathways for myself,” she says. This newfound freedom is a reward after years of dedication to her sport, and Alice is savouring every moment.
But retirement didn't take her by surprise. Throughout her career, she was aware that competitive swimming would end so prepared herself accordingly. “I was very conscious to make sure that I had a good education just in case swimming fell through,” she explains. With a degree in politics and a master’s in social media and political communication, Alice ensured she had options, regardless of how her athletic career unfolded.
The 28-year-old didn't stop at just preparing herself academically, she also focused on building a personal brand that extended beyond her achievements in the pool. “I had to make sure that I had something else besides my performance that brands want to buy into,” she emphasises.
For Alice, collaborating with brands and agents was more than signing deals; it was about partnerships that matched her mission too. For example, her journey with her agent underscores the importance of finding the right support system. Describing her agent as “like a brother,” Alice highlights the importance of working with someone who understands your values and supports your vision.
Her work with a swimming cap brand designed for thicker hair was also a perfect fit, reflecting her commitment to diversity and inclusion in swimming. This partnership, like others, highlighted her dedication to causes she believed in rather than simply pursuing financial gain.
However, Alice understands the challenges athletes face when building a personal brand and collaborating with sponsors. She advises other athletes to find causes that resonate with them, stressing the importance of authenticity. “Brands will look for someone who aligns with their values. But also, does it feel authentic? Are you really passionate about it?” she asks. Alice suggests athletes "Try and find something natural to you.”
Through her brand-building efforts, the BEAA Ambassador co-founded the Black Swimming Association, an organisation dedicated to increasing diversity in swimming. “The issues I’m addressing are deeply ingrained in me because they are part of who I am,” she explains. “I am a Black woman. I have been a swimmer since I was eight years old. And stereotypically, the two do not make sense together. I am very defiant in my belief that when I see something wrong, I feel like I need to speak about it.”
Alice has recognised that not all athletes “have a plan” for life after sport, so she offers heartfelt advice to those contemplating or adjusting to their next steps: “I think it is really important to have a sense of grounding, to know that sport might be your world, but it’s not the world. There is a place that you fit in, whether it is within your sport or outside of it.” She encourages athletes to “Start asking yourself questions and find out what you are interested in,” assuring them that opportunities await.
Alice's full masterclass is available exclusively to members of the BEAA's digital alumni community. Register to join here!
