Helping Athletes Overcome the "I Don't Have Time" Belief
Doing Good Is Worth Your Time
"You don't know how much time you really don't have." — Michael Jordan
For those who don't work in sports, the rhythm is unpredictable, at times chaotic, and designed for people who thrive in non-routine settings. When I worked at the Cubs, during a particularly intense run-up to the postseason, 18-hour workdays were not uncommon. As one colleague said, he was trading sleep for work just to stay caught up.
For athletes, this world is equally demanding. Depending on your sport, your days are easily filled with everything required to stay at the top of your game. Thus, it's understandable to hear an athlete say, "I want to do something charitable, but I don't have time." This is myth #1 in sports philanthropy. Actually, you DO have time—you just need help.
Operating at Top of License
When I worked in healthcare, I learned a saying from our Strategy team that stuck with me: operating at top of license. This means a cardiac surgeon doesn't prep the operating room—the surgeon performs surgery, their highest-value work. In business, we call this delegation. In sports, the same concept applies. Athletes need support so they can show up where their presence makes the biggest impact.
So how can athletes delegate, and to whom? Start with your team's community relations or foundation team. They can connect you to opportunities that require just an hour of your time—an event appearance, a hospital visit, or meeting with first responders. You show up, everyone you meet is touched by your presence, your team benefits from supporting the community, and you feel great leveraging your platform for good.
The Performance Boost You Didn't Expect
When you spend time on charitable or community efforts, you will feel better. While I haven't conducted scientific research on this, my hunch is that this infusion of goodwill transfers to positive effects in subsequent game or match performance. Science supports this. Cleveland Clinic research shows that giving is good for your health. Volunteering lowers blood pressure and reduces cortisol levels, among other great health benefits. Perhaps this "giving high" translates to improved athlete mood and mindset at game time.
I don't think it's a coincidence that our client Kyle Schwarber hits home runs after spending afternoons with first responders in Philadelphia. After a few weeks without one, Kyle hit a two-run homer on April 29, 2025, following a visit to a fire station, and he hit home run #44 on August 19, 2025, after a police station visit. Yes, Schwarber hit many homers during the 2025 season, so it's anecdotal—but we've seen this performance boost with other athletes we work with as well.
Your Next Step
Here's the reality: meaningful impact can take just one hour. One visit. One appearance. One connection that reminds you why you play the game in the first place.
Contact your team's foundation this week and schedule a community visit. And is there anyone out there willing to help us prove our “giving boosts performance” theory? Send us a note!
In the meantime, we hope you find time this season to give back. The "giving high" works for everyone, not just athletes. As Michael Jordan reminds us, none of us knows how much time we really have—so make it count.