It’s time for Simone Biles to shine in Missouri! On October 15, The Family Arena in St. Charles is buzzing with excitement as fans gather to watch the G.O.A.T. in action. With her routines and that famous rhinestone goat on her leotard, Biles is ready to put on a show on the Gold Over America Tour. The Athleta presents G.O.A.T. stars Biles and the best-of-the-best female and male competitors from the gymnastics world, like Jordan Chiles and Frederick Richard. Well, it seems this post-Olympic tour is more than just gymnastics—it’s a huge success that could earn her millions. And with a sold-out arena, it’s clear the excitement is real.

At 27, Biles has taken gymnastics to new heights, pulling off moves so complex that five of them now bear her name. But it’s not just her athletic skills that make her special—she’s also built an incredible brand and talent with leadership, advocacy, and a sharp sense of controlling her narrative. Biles has a real knack for monetizing her abilities through sponsorships and marketing deals, making her just as special off the mat as she is on it. Looking around the packed stadium in St. Charles, it’s clear it’s not just her gymnastics that fill the seats—Biles’ influence and special invitations really make this tour something unforgettable!

James Jones recently attended a Biles show, and he couldn’t help but rave about the experience! He took to X to share his thoughts, saying, “Me and the kids went to the Gold Over America Tour, and these people were up in there screaming like Simone Biles is a pop star.” It sounds like the energy was incredible, with every seat in the stadium filled to capacity! James pointed out that men’s gymnastics could learn a lot from this, stating, “Men’s USAG and NCAA needs to take notes on how to bring in a crowd.” He mentioned that a marketing rep for Simone Biles personally invited gymnastics teams to the tour and offered a generous 60% discount on tickets. “I’ve been saying this is what men’s gymnastics needs to do to bring boys to the competitions.”

It’s clear that Simone Biles really knows how to market herself. It’s been said that she’s currently on a Beyonce-style Renaissance tour, with floor seats going for over $400, not to mention her deal with Netflix for a TV show. Advertisers and brands need to stop sleeping on gymnastics because it’s quietly one of the top money-making sports out there! Well, it seems Biles really knows what she’s talking about! The 11-time Olympic medalist already said about the event, “Think of a high-energy pop-style concert with gymnastics. We’re out here dancing and interacting with the crowd.” Biles has fully lived by this concept, and it’s clear that she now loves the excitement and energy it brings to her performances!

The tour is set to wrap up on November 3, 2024, after hitting up 30 cities along the way. Ticket prices vary quite a bit, starting around $30, but some VIP experiences can cost a lot more—clearly, fans really value the chance to see their heroes perform live. For the event on the 15th, ticket prices even soared to $182! With nearly 12.7 million Instagram followers, Biles has definitely moved beyond the usual two-week, every-four-year Olympic fanfare. She’s tapping into a booming interest in live events, especially among younger audiences. In fact, PwC is predicting an impressive $68.7 billion in live events revenue this year! But at the same time, USA Gymnastics has organized similar exhibition events in the past.

From crisis to comeback, Simone Biles takes the reins of gymnastics tours

Back in 2016, the Kellogg’s Tour of Gymnastics Champions pulled in a solid $2.6 million in profits. But things took a tough turn in 2018 when the organization declared bankruptcy, facing a leadership overhaul and multiple lawsuits tied to the U.S. Olympic movement’s largest sexual abuse scandal. This turmoil led USA Gymnastics to hand over its tour responsibilities, and that’s where Simone Biles stepped in.

Since turning pro instead of going to college in 2015, Simone Biles had dreams of leading her own touring production. She didn’t just headline the 2021 Gold Over America Tour (or GOAT for short); she actively shaped everything from the sounds and lights to the videos and costumes, as well as having a say in casting and branding.

The 2021 tour featured an impressive all-female lineup, including Biles, Ellie Black, Mélanie de Jesus dos Santos, and MyKayla Skinner. Despite the hurdles posed by COVID-19 restrictions, the tour achieved remarkable success, generating $19.3 million from 182,000 ticket sales across 32 cities. Although final profit figures remain undisclosed, it’s important to highlight that participating athletes received compensation, with some earning bonuses tied to their medal performances.

While USA Gymnastics offered public support for this new initiative, they stepped back from both creative and financial roles. In a pivotal shift, Athleta took over sponsorship of the tour from Nike, becoming Biles’ apparel partner and also backing the annual Biles Invitational gymnastics meet hosted by her family in Texas. Through all of this, Simone Biles has undoubtedly proven her incredible worth!