Iris Ventures, an Investor in Allyson Felix’s Brand, Wants to Empower Athletes With New Program

by · WWD
Allyson Felix and Montse SuarezKreg Holt/Getty Images for WWD

LONDON — Investor Iris Ventures is launching an educational giveback program called “Beyond the Finish Line,” aimed at athletes looking to develop their personal brands and start businesses.

Iris, a growth equity fund targeting European and U.S. “purpose-led” brands, said it wants to honor athletes’ ambition and determination and equip them with “essential skills for maximizing their brand potential,” managing finances and embracing creativity.

“With global events like the Olympics inspiring millions, athletes are more than symbols of physical excellence — they are powerful influencers shaping cultural trends and inspiring leadership. Our program is designed to help them leverage that influence, ensuring their legacy extends beyond their sporting careers,” said Montse Suarez, founder of Iris Ventures.

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Suarez added that so many athletes are “a source of inspiration” and with beauty and fashion brands approaching them for partnerships and collaborations, it makes sense to equip them for the next chapter in their careers.

Marc Calzada, an investor at Iris and a former athlete, said there is a “critical need for education in personal branding and retirement planning. We aim to unlock athletes’ potential beyond the field, providing knowledge they can use in their post-sport lives,” he said.

Iris was an early investor in Saysh, the performance footwear brand created by Allyson Felix, the most decorated track and field athlete in U.S. history and a member of the International Olympic Committee.

More recently, Iris invested in Maurten, the sports nutrition brand used by many athletes.

Iris’ new program is targeted at professional, semi-professional and former athletes, managers, coaches and agents. There will be an exclusive cohort each year with limited seats, and the program will include online group lectures, case studies and mentoring, all free of charge.

The debut program runs from Nov. 14-29 for a total of 9 hours.

Featured speakers will include Felix; Antoine de Guillenchmidt, investment banker, investor and philanthropist; Julian Reis, entrepreneur, CEO and founder of Superordinary; Jordi Lorenzo, business partner to Kilian Jornet, the long-distance trail runner, ski mountaineer and founder of NNormal; and Ferran Prieto, business partner to Pau Gasol, former NBA star, member of the IOC, investor and philanthropist.

Topics will include how to build a personal brand; partner with entrepreneurs; launch a consumer proposition; and establish a foundation. There will also be workshops on financial literacy, long-term planning, and brand building.

The new program is part of Iris’ broader impact strategy, which includes “Together by Iris,” which supports female founders seeking capital in an industry where only 2 percent of venture funds are allocated to women.

Iris describes itself as a “purpose-led, consumer-centric” fund supporting “next-generation brands and tech-enabled solutions.” Its other investments include Artemest, an online platform for Italian craft and design, and Olistic, which specializes in nutritional products designed to combat hair loss.