Financial Literacy and Entrepreneurship for Kenyan Athletes
AWI Academy empowers athletes in Kenya through specialized training in financial literacy and entrepreneurship.We create sustainable pathways from sporting excellence to long-term financial stability. Our mission is to bridge the gap between professional athletic careers and business success, so every athlete’s future is as bright as their talent.
For many Kenyan athletes, sport is more than a career - it is responsibility and a path to a better life.
Prize money and contracts are often irregular. Income can come suddenly, without structure or guidance.
At the same time, athletes are expected to support family, navigate agents, managers, contracts and make financial decisions they were never taught to make.Most focus fully on training and performance - with little space for financial planning or long-term thinking.
When injury, deselection, or career transitions occur, many are left without stability, alternatives or a clear next step.
The challenge
AWI Academy was created to meet this reality.
The program provides athletes with practical, relevant education alongside their sporting careers.
Core areas of the program include:
Financial literacy — budgeting, saving, and prioritization in an irregular-income reality
Investments — fundamentals, risks and long-term thinking
Entrepreneurship — building alternative income paths alongside sport
Contract literacy — understanding athlete contracts, common risks and how to review and assess agreements before signing
AI tools — using technology to support financial- and business planning
Delivered through in-person sessions, AWI Academy equips athletes with knowledge, structure, and confidence to make informed decisions - during competition years and beyond.
The AWI Program
Voices from our alumni
"The AWI program has helped me a lot. I learned how important it is to budget my money, save and invest, and to think carefully before signing contracts or making financial decisions. I am very grateful to have been part of this class."
Patricia Wandia Gichuki, 30
Marathon Athlete
AWI Cohort 4"I've never seen this before at all. This is very important for all of us - we have never been thought financial literacy anywhere."
Kevin Kipchoge, 22
3000m SC Athlete
AWI Cohort 3
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xxxGet involved.
Partner with us
We work with long-term partners who want to support sustainable change for athletes beyond sport through collaboration and program support.
Make a Donation
Donations directly support the delivery of our education programs - enabling access, operations and program continuity.
Organizations supporting AWI Academy
Support provided through cohort-based program funding and delivery support
Nordmarkens
Pastorat
Second Hand Årjäng
Rotary Club
Årjäng
Team
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Samson Nyamweya
COORDINATOR
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Frank Langat
TRAINER
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Sofia Hjert
FOUNDER
