Today we’d like to introduce you to Santia Barnes.
Hi Santia , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started out as an athlete. Sports were my foundation and taught me discipline, confidence, and how to keep going even when things didn’t work out the way I planned. But being a broke college track and field athlete also opened my eyes early. I watched everyone around college sports make money off athletes’ blood, sweat, and tears, while there were nights I couldn’t even afford a case of water. That experience stayed with me.
I didn’t land on social media early, I actually came to platforms like Instagram a little late. But once I did, I quickly realized the power of building a brand. I saw that if it was done intentionally and the right way, it could truly change your life. I started building my personal brand as a sophomore in college, and after graduating, that brand eventually grew into a multi-million-dollar business. That shift changed how I saw opportunity, ownership, and leverage for athletes.
As my career progressed, I realized athletes were being celebrated for performance but not prepared for life, money, or opportunity beyond the game. That realization pushed me deeper into entrepreneurship. I became the first female athlete to own a shoe company and began working closely with brands, athletes, and organizations to better understand how value is created beyond just performance.
Today, I focus on building and leading Winning Your Way, an education-driven platform that helps athletes and their families understand NIL, personal branding, and long-term career strategy. Everything I do is rooted in helping athletes build something that lasts, not just capitalize on a moment. My journey has been about turning lessons from sports into real-world impact and creating pathways that didn’t exist when I was coming up.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road. One of my biggest struggles has been being an athlete since I was five years old and then, three years ago at 31, having my sports career abruptly come to an end after tearing my ACL and shredding my meniscus. That period was extremely dark and difficult. There were moments when I wasn’t sure I was going to pull out of it.
My faith played a major role in getting me through that time. God ultimately showed me that I am more than just an athlete and that my purpose is bigger than how many touchdowns I can run. That realization changed everything for me and forced me to redefine who I am outside of sports.
Another major challenge has been losing both of my best friends, one in middle school and the other in college, and learning how to grieve while still staying focused on my purpose. Even now, I often feel them near me, rooting for me and pushing me to keep going and to be the change I want to see.
All of these experiences are why I am so committed to helping athletes see themselves as more than just the sport they play. I want to help shift the mindset from “I am my sport” to “I can build ownership in something that outlasts my playing days and sustains me for life.” I am tired of seeing athletes leave sports with nothing but injuries and uncertainty about who they are. I believe that has to change, and that is what I am here to do.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Winning Your Way is an education-first platform built to help athletes and their families understand how to create ownership, leverage, and long-term opportunity beyond sports. We specialize in NIL education, personal brand development, and career strategy, with a strong emphasis on teaching athletes how to think like business owners, not just performers.
What sets Winning Your Way apart is that we don’t focus on quick deals or hype. We focus on fundamentals, education, and systems. Our work is rooted in helping athletes understand their value, build a brand with intention, and use NIL as a vehicle, not a destination, to create something that can outlast their playing days. We serve high school and college athletes across all sports and divisions, as well as parents who want clarity and protection in a rapidly changing NIL landscape.
I am most proud of the fact that Winning Your Way is built from lived experience. I’ve been the broke college athlete, the professional athlete, and the entrepreneur on the other side of the table. That perspective allows us to teach with honesty, structure, and integrity. We are known for cutting through confusion, setting clear standards, and giving athletes and families the tools they were never taught inside traditional sports systems.
Ultimately, Winning Your Way exists to change the narrative that an athlete’s value begins and ends with the sport they play. We are here to help athletes build confidence, ownership, and a future they can sustain long after the uniform comes off.
Who else deserves credit in your story?
My mom deserves the most credit. She has always been my biggest supporter, especially during times when no one else believed in me. When I first started building my personal brand on social media in college and told her that this is what I wanted to do for a living, she was the only one who truly believed it was possible. At the time, everyone else told me I was being unrealistic, that I had a degree, and that I needed to get a “real job.”
Instead of doubting me, my mom stepped in and became my manager. She helped me navigate opportunities, protect my interests, and continue building what eventually became a multi-million-dollar brand. Because she believed in me and gave me the space to pursue my vision, I was able to grow my platform to nearly 100,000 followers before graduating in 2014 and go on to work with brands like Nike, Adidas, Under Armour, Hulu, the NFL, and many more.
I also want to credit my husband, Isaac, who has been one of my greatest support systems. He has helped shape me into a fierce and confident CEO in a world where women are not always treated fairly. Through every transition, challenge, and pivot, he has believed in me completely and supported me through both the highs and the lows. He has played a critical role in helping me build strong foundations, challenge my thinking, and sharpen my leadership. Today, he is my sparring partner in Winning Your Way, and his support has been instrumental in both my personal growth and the growth of the business.
Contact Info:
- Website: https://www.skool.com/winningyourway/about
- Instagram: https://www.instagram.com/trackbaby001
- LinkedIn: https://www.linkedin.com/in/dr-santia-deck-033b6b85
