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Don't go from hero to zero

First written June 2016 · 2 minute read

Why I started Athlete's Game Plan: what I learned watching talented athletes leave sport with no plan for what came next.

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Ned Coten AM with Philippe Gueisbuhler, Head of Masters Basketball at FIBA, following the successful completion of the inaugural 2026 FIBA Masters Open in Loutraki, Greece.

I grew up in a small country town in Western Australia and had a fairly typical childhood. Looking back, we didn't have a lot, but I always thought I had a great upbringing. I played a lot of sport, did things with my friends and rode my bike everywhere.

The book that changed things

A life-changing moment came when I was about 14. I bought a book about the life of Arnold Schwarzenegger, the bodybuilder. Two things captivated me: the effort and focus he put into everything he did, and his plan to use sport as a vehicle for the next stage of his life. Even then, he knew he wanted to become an actor and a politician. He had that vision from a very young age. I read the book at least ten times, cover to cover.

What I saw at the AIS

I was a good athlete and achieved a lot in sport at a young age, and I was fortunate to receive a scholarship to the Australian Institute of Sport when I left school. Once there, I saw that despite all my hard work, I was nowhere near the level of the other players. I had some success and learned a lot, but I realised I was never going to make a lot of money playing basketball. So I kept working hard and used my spare time to study, meet people and plan my future.

I met many interesting and successful people. I went out of my way to know who they were, and I kept in touch with them. What intrigued me was that most of the other athletes, who were more successful than me, didn't do any of this.

As I went on to a very average career as a professional athlete, it became obvious that most athletes didn't use the unique resources available to them. They didn't plan ahead and left their future to chance. I saw some amazing athletes struggle when they retired. Some who had made a lot of money ended up bankrupt. One has lived on the streets of Chicago for the past 20 years.

Why I started Athlete's Game Plan

Because of the lessons and resources I gained from sport, I've been able to create and run a number of businesses, keep giving back to my sport and have a great life. I created Athlete's Game Plan to share what I learned on that journey, so athletes have the tools to succeed after sport and don't go from hero to zero when their playing days are over.