Business Athletes: Rich Johnson

Hello and welcome to Business Athletes everyone 👋 

Each week, we’ll explore the athlete-like habits behind a different business leader. In less than 5-minutes, we aim to provide you with practical tactics that you can quickly apply in your day-to-day.⚡️

In this edition of Business Athletes, we spoke with Rich Johnson, founder of super frisson., a company focused on helping help sports organisations, athletes and brands maximise revenue through branded entertainment and ownable content IP creation.

Rich has a deep background of over 10 years in sports marketing, working at companies like Manchester United, New Balance and INEOS, where he has distilled lessons from both the sports and corporate worlds into a high-performance approach to business.

Here are some of my favourite takeaways.

• Storytelling is how brands become moats: Rich Johnson highlights that purpose-driven storytelling is essential for brands to connect authentically with their audiences - highlighting companies like Nike and New Balance who do that exceptionally.

• Designing company culture is an action- and results-based endeavour : Culture can be shaped by leadership or teamwork, with resilient cultures often rooted in a commitment to results.

• Purpose and curiosity drive high-performance at every level: A strong sense of purpose, paired with curiosity, drives high performance in both sports and business. Companies Rich has worked at like Social Chain and Manchester United have that in common.

• Stoicism is a great tool to deal with challenges: Rich employs Stoicism to focus on what he can control and accept what he cannot, helping him navigate challenges with resilience.

⚡️ Hope you enjoy the read!

Pre-Game Preparation

Morning Routine To Get Into A Flow

My mornings begin with hydration—water and electrolytes to fuel my body and get me mentally ready for the day. That moment of reflection helps me zero in on what I want to achieve.

Once I've set my intentions, I dive into work with purpose guiding me. Whether it's tackling a new project or engaging with my team, I know that every small effort contributes to a larger vision.

Then there’s getting into the flow, which is essential for both business and athletic success. And for me, flow starts with a clear vision of what I want to accomplish. When things go wrong, or when I feel out of sync, I come back to that sense of purpose. It acts like a compass, helping me realign and stay motivated.

Purpose & Curiosity Drive Performance

My background in sports marketing has exposed me to the critical role of purpose in both sports and business. Whether it's a professional athlete striving for Olympic gold or a company pushing toward market leadership, purpose is the foundation for high-performance outcomes.

Curiosity is equally essential. Curiosity pushes me to explore, learn, and improve constantly. Some of the most inspiring figures I’ve worked with, like Sir Dave Brailsford at Ineos Grenadiers, embody this. His willingness to borrow from other industries and apply those insights to sport is a prime example of curiosity driving high performance. 

Gameplay

Storytelling = Superpower

At super fission and Captain, my two agencies, everything we do revolves around purpose and storytelling. One thing I’ve learned from working with both small and large brands is that every client requires a unique narrative, and our role is to help them articulate that.

We’re always borrowing from sports and other fields to create compelling stories for our clients. Like athletes, brands have their unique journeys, and it’s up to us to guide them to their peak performance. By focusing on our clients' purpose, we help them communicate effectively and build strong, long-lasting connections with their audiences.

Lessons From Athletes & Working With Them

Working with athletes and sports organizations has taught me that purpose and performance go hand in hand. I’ve learned that athletes like Bryson DeChambeau, who approach their sport with scientific curiosity, can achieve incredible results by constantly pushing the boundaries of what’s possible.

Lessons From The Field 

Top-Down or Bottom-Up Culture Design?

When it comes to building culture, there’s no one-size-fits-all approach. In my experience, culture can be defined by leadership (top-down), the team (bottom-up), or even by results.

I’ve seen the impact of leadership across different environments. At Manchester United, Sir Alex Ferguson and David Gill were the defining forces behind the team’s culture. They set a standard of excellence that everyone adhered to, but when they left, the culture needed to find new leaders.

At Social Chain, Steve Bartlett was the face of the culture, both internally and externally. His leadership style created a vibrant, youthful culture that propelled the company forward. But again, once he left, that same culture struggled to sustain itself.

Meanwhile, at Ineos, Sir Dave Brailsford established a winning culture rooted in the principles of continuous improvement. Even after his day-to-day influence decreased, the culture of relentless pursuit of excellence remained because it was built on more than just a single personality—it was built on results.

Brands & Cults (Case Studies: Nike + New Balance)

At a brand level, culture can also be powerful, almost cult-like.

Take Nike, for example. When I worked with them at Manchester United, I saw firsthand how their culture permeated every division, every team, and everything they did. It wasn’t just about creating products—it was about embodying a philosophy of victory and empowerment.

On the other hand, at New Balance, where I also worked, the culture was deeply influenced by the brand’s commitment to quality and its independence as a privately-owned company. Their pride in manufacturing in the US and UK created a culture of craftsmanship and dedication that resonated throughout the company.

Both brands show how culture, when deeply ingrained, can transcend leadership changes and become a defining aspect of the business.

Rest

Stoicism As A Remedy

After a long day, I turn to Stoicism for reflection. Ryan Holiday’s work, along with the classic teachings of Marcus Aurelius in Meditations, has been a significant influence on me. Stoicism teaches us to focus on what we can control and to accept what we cannot—something that has been invaluable in both business and life.

Stoicism helps me maintain perspective and continue striving toward my goals without becoming overwhelmed by obstacles. I often return to these principles in the evenings to clear my mind and reflect on the day’s challenges.

The Business Athlete Mindset

What Winning Means To Rich

Winning, for me, isn’t just about hitting targets or achieving success—it’s about impact. Whether it’s helping a client tell a better story or seeing my team thrive, I measure my wins by the value I create and the growth I facilitate.

Success is a journey, not a destination. My goal is to keep showing up, keep improving, and keep moving forward. Every win, no matter how small, is a step toward something bigger.

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