ATHCO

Athco

ATHCO is a podcast for athletes who want to turn their passion into profession. Real conversations with athletes, founders, and creators who've done it. Sharing the playbook so you can too. The training. The business. The mistakes. Everything you need to build something meaningful from your passion.

Episodes

  1. 006: The Secret to Brand Deals Nobody Tells You

    5 DAYS AGO

    006: The Secret to Brand Deals Nobody Tells You

    🔔 FOLLOW ATHCO: Stay up to date and never miss an episode! Instagram: @athco.cc Newsletter: Subscribe for exclusive insights on turning your passion into a profession 👉 https://the-athco-collective.kit.com/135242159e 📍 FOLLOW DEAN: Instagram: @deanhorwitz_ Podcast: @trailchaserspod YDRun Project: @whydo.run 15 years in social media. 80+ podcast episodes. And a project to interview 1,000 runners about why they run. Dean Horwitz has been in the social media game since 2009 back when brands were like "apparently we need a Facebook page" and nobody really knew what was going on. He's worked in food, fitness, and running, and along the way he's learned what actually works when it comes to building an audience, landing brand deals, and turning your passion into something sustainable. In this episode, we get into the real stuff: why brands don't care about follower counts anymore, what they're actually looking for instead, and how to stand out in a space where everyone's trying to go viral. Dean's take? Authenticity isn't just a buzzword it's the only thing that makes you unique. And if you're struggling to create content, you're probably not doing the right thing. We also talk about his journey from road running during COVID (starting in his basement garage, then the stairwell, until he got banned from both) to becoming one of the voices of the trail running community in South Africa. Plus his YDRun project a mission to interview 1,000 runners in person about why they run. This one is packed with practical advice for anyone trying to build a brand around their sport whether you're just starting out or figuring out how to take it to the next level.

    1h 34m
  2. 005: He couldn't afford a bike. Now brands pay him to ride.

    7 FEB

    005: He couldn't afford a bike. Now brands pay him to ride.

    🔔 FOLLOW ATHCO: Stay up to date and never miss an episode!Instagram: @athco.ccNewsletter: Subscribe for exclusive insights on turning your passion into a profession 👉 https://the-athco-collective.kit.com/135242159e 📍 FOLLOW LAZIEL:Instagram: @_lazielLaziel grew up in Harare, Zimbabwe a country with 90%+ unemployment and an economy that's been in freefall for over two decades. He didn't finish school. He used to walk 30km a day just to look for work. At his lowest point, he thought there was no way out.Then he scraped together enough money for a bus ticket to Cape Town. No plan. No contacts. Just a feeling that there had to be something more.He started working as a fiber technician, installing internet across the city. When he got retrenched, he borrowed a housemate's bike to drop CVs around town. That borrowed bike changed everything.What started as transport became therapy. Then passion. Then community. Then a career. Today Laziel is one of Cape Town's most respected cyclists sponsored by brands, racing 245km gravel events, training 40-45 hours a week, and building one of the city's strongest cycling communities through OACS Clubhouse and Community Connect.But this episode goes way deeper than cycling stats. We talk about what rock bottom actually feels like, the trauma of leaving home, what it means to not know where you belong, and how cycling became the thing that held it all together. Laziel was named after his grandfather Lazarus and he lives up to that name. Every time life knocks him down, he comes back.We also get into the practical side: how to start cycling on a budget, the kit you actually need, how Laziel built brand partnerships authentically, and why being genuine matters more than follower count.If you've ever felt stuck, lost, or like you don't belong this conversation is for you.#Cycling #CapeTown #GravelRiding #CyclingCommunity #Zimbabwe #ATHCO #Podcast #CyclingLife #Inspiration #BikePacking #CreatorAthlete #StandardBikes

    1h 12m
  3. 004: How she gets 840k views while working a 9-5

    31 JAN

    004: How she gets 840k views while working a 9-5

    🔔 FOLLOW ATHCO: Stay up to date and never miss an episode!Instagram: @athco.ccNewsletter: Subscribe for exclusive insights on turning your passion into a profession👉 https://the-athco-collective.kit.com/135242159e 📍 FOLLOW LAUREN:Instagram: @lauren.gilesTikTok: @lauren_c_giles840,000 views a month. While working a full-time job as a software engineer. That's what Lauren Giles is pulling off and she's only 23.Here's what makes Lauren different: she treats content creation like an engineer. She has spreadsheets tracking every video the hooks, the length, the posting time, what worked and what didn't. She's taken her analytical brain and applied it to Instagram growth, and the results speak for themselves.But it wasn't always like this. Growing up in Durbanville, Lauren was the shy girl who didn't know how to show people who she really was. She worked her entire life toward one goal: getting her dream job in tech. She quit her main sport in Matric just to focus on academics. Four years of studying computer science later, she landed the job. And then she realized it wasn't enough.That's when content creation became her creative outlet. Not because she wanted to be an influencer, but because she needed something more. A way to express the side of herself that coding couldn't reach.In this episode, Lauren breaks down exactly how she's grown her Instagram while juggling a demanding full-time job. She shares her strategy for trial reels (and why you should be using them), the best times to post, why carousels are outperforming reels, and the mindset shift that took her from scared to post to 840k monthly views.We also talk about niching down vs. being the niche, why your friends might not support your content journey (tall poppy syndrome), and how confidence — even when you're faking it — is probably the most important characteristic you can have as a creator.If you've ever thought "I don't have time to create content" or "I'm too shy to post," this episode is for you.

    1h 24m
  4. 003: The most extreme triathlon in the world (and why I signed up)

    23 JAN

    003: The most extreme triathlon in the world (and why I signed up)

    🔔 FOLLOW ATHCO: Stay up to date and never miss an episode! Instagram: @athco.cc Newsletter: Subscribe for exclusive insights on turning your passion into a profession 👉 Newsletter 📍 FOLLOW CONNOR: Instagram: @connorrandrew_fit Connor´s Fundraiser: Donate now! Horizon Gym Cape Town: @horizongym An 8 kilometer swim in the freezing Atlantic Ocean. A 109 kilometer cycle through Cape Town. A 50 kilometer trail run over three mountain peaks. All in 24 hours. This is Cape Town Calling  one of the most extreme triathlons on the planet and Connor just signed up for it. Here's the thing: Connor isn't even a consistent runner. He's the guy who gets injured, quits, meets someone who runs, gets inspired, goes too hard, and repeats the cycle. So why would someone like that sign up for a race that breaks elite athletes? That's exactly what we wanted to find out. Connor grew up in a sporty family in Johannesburg his dad completed the Comrades Marathon, his mom too. He was naturally talented at most sports he tried, from swimming to cricket to hockey, but he never had to grind for it. That changed when his friend looked at him in grade nine and said "flex your abs" and nothing happened. That moment sparked a gym journey that eventually led him away from his environmental science degree and into the fitness industry full-time. We dive deep into what it actually means to leave a "safe" career path to pursue something you love. Connor studied science for years, but realized his passion was in helping people transform their bodies and minds. Now he's a personal trainer at Horizon Gym in Cape Town, running strength classes and building a community around fitness. The conversation gets real when we talk about the mental side of extreme endurance. Connor shares what happens in that dark place when you're 15 hours into a race and your body is screaming at you to stop. He talks about how training isn't just physical preparation it's mental rehearsal for the moments when quitting feels like the only option. We also challenge the "lone wolf" mentality that social media loves to glorify. Connor's journey has taught him that life is actually about people the communities you build, the training partners who push you, the connections that make the grind worthwhile. His 84-year-old grandfather still runs 30 kilometers a week, and that kind of longevity comes from consistency and joy, not from destroying yourself. This episode is for anyone who's ever felt like they're not "ready enough" to take on a big challenge. Connor signed up for one of the hardest races in the world knowing he wasn't prepared. Sometimes that's exactly what you need to do. 🏋️ CONNOR'S CLASSES AT HORIZON GYM: Thursday 6AM - Full Body Strength Thursday 6PM - Running-Specific Strength Free outdoor class: 27th January First Thursdays: Free social events

    1h 14m
  5. 002: From eating disorder to opening a business in Bali: How she rebuilt her life

    16 JAN

    002: From eating disorder to opening a business in Bali: How she rebuilt her life

    🔔 FOLLOW ATHCO: Stay up to date and never miss an episode! Instagram: @athco.cc Newsletter: Subscribe for exclusive insights on turning your passion into a profession👉 https://the-athco-collective.kit.com/135242159e 📍FOLLOW HOLLY: Instagram: hollykimrowe TikTok: voicenotesformymom From a restrictive bodybuilding prep at 15 that spiraled into an eating disorder, to discovering healing through CrossFit, to taking the biggest risk of her life by moving to Bali and starting a business from scratch - Holly's story is about what happens when you stop living for other people's approval and start building a life you actually want.Holly grew up in a fitness-focused family where bodybuilding culture and appearance standards were normalized from a young age. At 15, during a school trip to Malaysia, she became hyper-aware of how her body looked compared to other girls. That trip became a turning point where she decided something had to change. What followed was a brutal 16-week bodybuilding prep - chicken, cucumber, broccoli, rice cakes, extreme restriction - while also managing a PCOS diagnosis that actually required the exact opposite nutritional approach.The prep ended, but the damage didn't. Holly gained 15 kilograms rapidly and found herself in the hardest year of her life, caught in a cycle of restriction and binging, using food as both comfort and punishment. Her relationship with eating had become completely disconnected from nourishment or enjoyment.Everything shifted when she discovered CrossFit in her first year of university. For the first time, training became about what her body could do, not how it looked. The focus moved from subjective judgment to measurable performance, from isolation to community. Combined with rock climbing and ultimate frisbee, sport became social, functional, and genuinely enjoyable again. This mindset change wasn't just healing - it was transformative.But Holly's journey didn't stop with physical recovery. After completing her degree in Speech and Language Pathology, she did her required community service year in rural South Africa - a professionally challenging experience that taught her hard lessons about workplace dynamics, authority, and setting boundaries as a young woman. Despite the difficulty, those friendships and experiences shaped who she'd become.Then came the biggest risk: moving to Bali without a clear plan and starting a social media management business. Her first client paid very little, but the experience proved something crucial - if you believe in what you do and have the confidence to sell yourself, there will be a market for it. That belief became the foundation for everything that followed.Throughout our conversation, Holly reflects on growing up as a people-pleaser, always wanting approval from authority figures and peers, often at the expense of her own needs. With time and intentional growth, she learned to take life less seriously, recognize that other people's behavior reflects their own struggles, and release the self-blame that had followed her for years.When asked to describe her current season in one word, Holly chooses "space" - reflecting the clarity, freedom, and room to grow she's created for herself. This is a story about healing that goes far beyond just fixing your relationship with food or exercise. It's about learning to trust yourself enough to take risks, bet on your own potential, and build a life that doesn't require escape.Whether you're struggling with body image, considering a major career change, dreaming of location independence, or just trying to stop people-pleasing your way through life - Holly's story offers both hope and practical wisdom for what's possible when you choose yourself.

    1h 18m
5
out of 5
3 Ratings

About

ATHCO is a podcast for athletes who want to turn their passion into profession. Real conversations with athletes, founders, and creators who've done it. Sharing the playbook so you can too. The training. The business. The mistakes. Everything you need to build something meaningful from your passion.