Fred Richard is on a collision course to change the whole landscape of gymnastics. First, it was the bronze that he won last year in Paris. But that wasn’t enough; he challenged the norms of gymnastics. How, you ask? By breaking the 130-year-old tradition of wearing singlets by instead appearing in shorts and sleeves. Yet, it is not just about breaking norms and rebellion for the guy. He also has some things to say about endorsements. He wants to bring reality to gymnasts. But did he have to say?

Now, Fred Richards is no stranger to the whirlwind of opportunities that come with Olympic success. But as exciting as they may seem, not everything is a perfect fit. While talking to gymnastics coach Sam Oldham in his podcast, Fred Richards exposed the truth behind brand deals, “Yeah, I would say you try a lot of things and the interesting thing about things is sometimes they don’t work or they’re not what you want to do in the moment, but you sometimes might circle back around to it, which is funny,” he admits.

Sometimes, choosing between your passion and needs gets tough because, let’s be honest, everyone needs money to survive. He’s been forced to try new things, change directions, and even let go of some proposals that are not on his path. One of those experiments? Streaming. He was inspired by creators like iSHowSpeed and dipped his toes into the world of live content.

As he put it, “We tested streaming in the last couple of months, and it was not too bad, like a success rate. We look at people like Speed, who come and do a stream, and the success he’s gone from and say, Could I stream?” Questions like, “How could an athlete stream while training fully?” come to mind, and why not? Though it was an exciting concept, reality hit hard; as they say, not everything is for everyone.

“So push it away for now. Focus on what is working and we might revisit it at a different point of the year when I’m not training up to an NCAA or it’s right after a big peak,” Richards admitted. The balancing act between training, content creation, and brand deals proved to be a challenge, and sometimes, even promising ideas have to take a back seat. Of course, not every brand collaboration feels right, either.

Some opportunities may seem great on paper, but in practice, they’re just not worth the hassle. “ I mean, there are a couple of deals that might happen and after it, you’re like, ‘This was a headache; this sucked. And I mean, that tells you whether you want to work with them long-term or not.” Success brings opportunities, but not all of them align with an athlete’s values. Fred Richards knows this well, as he’s had to make tough calls on which deals to pursue and which to walk away from.

Athletes like Fred Richards often face challenges while managing brand deals

Performing on the gymnastics mat, or in any other sport, is a game of techniques, skills, and talent. But when it comes to managing the deals, things get quite different, and sometimes it is tough to make decisions. Any stance? Well, one particular experience that Fred Richard himself shared with Sam Oldham without naming the brand. “I did this appearance at this fried chicken place after the Olympics. I don’t eat fried chicken; I don’t eat junk food like that.”

The paycheck was tempting, but the fit just wasn’t there. “I’m heading in this direction where I want to choose everything that aligns with me and I’m passionate about,” the Olympic medalist explained. The experience made him question if some goals are worth compromising. For Fred, it’s all about staying true to his vision—even if that means turning down deals; he doesn’t shy away.

Athletes reaching the pinnacle of their sport don’t just earn medals—they attract brands, endorsements, and countless opportunities. But a question looms here: ‘As exciting as these offers seem, do they always align with an athlete’s values or long-term goals?’ Choosing the right deal is as important as balancing on the bars. And it’s not just gymnastics. Noah Lyles has faced the same struggles despite being who he is.

This was on full display with his sponsorship issues with Adidas. Even at the highest level, athletes often find themselves caught between financial security and personal integrity. Even after performing his best in the Paris Olympics, he was not given the signature shoes he wanted. And it was like an insult for him.

So, these instances sometimes put the brand deals and collaborations in question. Are they worth it for the athletes’ talent? It’s also about navigating the business side of sports, knowing when to say yes and, more importantly, when to walk away.