We recently connected with Brittany Lane and have shared our conversation below.

Alright, Brittany thanks for taking the time to share your stories and insights with us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

Being a business owner is REALLY challenging. When you are the owner of an operation, you often feel the weight of that world on your shoulders. Many days I have thought about WHY I am a business owner and what even led me down the path in the first place. When I reflect on those things, I come back to my career as a collegiate athlete as a softball player where we had to work really hard not only to grow as athletes but to earn out spots on the field, maintain our grades and to be well rounded individuals who had integrity and authenticity to the brand we wore on our jerseys. I think much of my desire to become a business owner stems from those moments when was nearing the end of my career and realized that there are so many young girls out there that want to do what I do (play softball in college) but they don’t have consistent coaches or role models in their corner. I wanted to change that. I wanted to be the coach, mentor or role model that young softball athletes could depend on when they didn’t know where to turn. I wanted to be the voice inside their head when they felt like giving up, and I wanted to teach them about GRIT and perseverance during adversity.

As a business owner in the sports industry, you realize that there are slow business moments and then there are moments where you are working around the clock and things are great! Business is really booming for you. But it is in those slow business moments that I wonder if I should be looking at another stream of income so I can maintain my finances. It is in these slow moments that I wonder if my business will survive as well as my financial stability. I could easily work 9-5 Monday-Friday and spend the weekends watching my daughter play sports or just hang out with friends. That picture is one that seems easily attainable but it also takes me away from my passion.

When I get stuck in that cycle of thinking about working a regular job over managing my business, I look at the impact I have made in my community and made in my industry for female athletes. The late nights of working 4pm-9pm, odd weekends, and driving around town to meet the girls who need me is what makes everything worth it. I know in my heart, I could never find that amount of purpose or gratitude in working a regular 9-5 job.

Brittany, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Brittany, a passionate Sports Performance and Mindset Coach dedicated to empowering athletes to unlock their full potential. My journey into this field began during my collegiate softball career, where I played Division I and Division II at Winston-Salem State University. As the #1 pitcher and a power hitter, I earned accolades like CIAA Player of the Year and achieved milestones, such as setting a record with 623 career strikeouts. Later, I transitioned into coaching, helping lead Saint Augustine’s University to a CIAA Championship Title in 2015. These experiences shaped my commitment to helping athletes grow, both on and off the field.

At Athletic Females in Training, I specialize in working with female athletes, offering personalized programs designed to elevate physical performance, sharpen mental toughness, and build unshakable confidence and GRIT. Our services include:

Mindset Coaching: Helping athletes cultivate resilience, focus, and the ability to overcome adversity.

Speed & Agility Training: Enhancing athletic movement and reaction time to gain a competitive edge.

Personal Training: Crafting individualized programs to achieve fitness goals like strength building and body recomposition.

Sports Nutrition Guidance: Educating athletes on fueling their bodies for optimal performance.

Private Softball Training: Offering specialized coaching to refine skills and strategies.

What sets me apart is my understanding of the challenges athletes face, from overcoming injuries to balancing life’s demands while chasing their dreams. I’ve been in their shoes and bring firsthand experience, paired with professional expertise, to every session.

I’m proud to create a space where athletes feel supported in breaking through barriers—whether it’s refining technical skills, building mental resilience, or developing as leaders on and off the field. My faith and passion drive me to inspire others, helping them achieve their goals while staying true to themselves.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

Yes! My business stated out as something I would do via word of mouth in my college town. My senior year, my college coach had 2 girls reach out to her who were looking for a pitching coach. My coach decided to have me work with them so I could share in my knowledge as a current athlete at our university, Winston Salem State University. Little did she know, that interaction with those two girls every few weeks became the highlight of the day for me. Seeing them listen intently and to try to replicate success with each new drill, I fell in love with seeing how the mind of young female athletes work. I loved seeing them persevere, fail and get up and try again. I loved seeing the light bulb go off everything something made sense tot hem or they completed a drill successfully after failing a few times. I know I wanted to carry these training sessions with me as I graduated and became a member of the workforce but I was in no way going to be able to maintain my living situation by doing a few lessons. As I moved to Raleigh, NC and became to work full-time, I played around with building my website, self promoting and networking to see if there was a need I could meet in my area. I got plugged in with the parents of one of my teammates who had a travel ball team in the area and the rest was history. Since 2015, when I moved to Raleigh, NC to today, I have given thousands of lessons and now get to spend all of my time helping female athletes grow in to the best versions of themselves on and off the field.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my clientele has been word of mouth. I have spent a lot of time thinking through valuable training techniques and how to best serve the people who pay for me to work with their kids. I try to bring as much of myself and my knowledge to the table so much so that I give my first training session for free. This shows that I am really looking to care for the relationship and growth of the athlete vs just making money. I have found that people are very appreciative of my approach and value what I bring to the table. I do not see harm in telling people that we aren’t a good fit for one another or telling them that they are not/should not be spending their money if I feel it is not worth the investment. That has resonated with the people I train because they know that I am going to be real and honest with them no matter what.

Contact Info:

• Instagram: @athleticfemalesintraining