In this episode of the Shining Athletes Podcast, hosts Tyler Baum and Erin Molay welcome Tonya McKenzie, founder of Sand & Shores, for a powerful conversation on what truly defines a student-athlete’s brand in and out of sport.

Tonya shares why a personal brand goes far beyond social media and highlight reels — it’s built through daily actions, communication, and character in and out of sport. Drawing from her experience in collegiate athletics, youth development, and branding, she explains how student-athletes shape their reputation through dependability, boundaries, and how they show up in moments that often go unseen.

The discussion also dives into the growing communication gap among student-athletes, the impact of technology on relationships with parents and coaches, and why self-advocacy is a skill that must be taught early. Tonya and Tyler explore the role parents play in supporting — not speaking for — their student-athletes, and how responsibility and dialogue prepare young people for success at the next level.

This episode is a must-listen for student-athletes, parents, and coaches who want to better understand how character, communication, and consistency shape opportunity in and out of sport in today’s digital age.

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Topics Covered

• What a student-athlete’s brand really is

• Why actions in and out of sport matter just as much as performance

• Communication gaps caused by over-reliance on technology

• How poor communication impacts opportunity and trust

• Teaching student-athletes self-advocacy and initiative

• The parent’s role in developing responsibility

• Building a positive reputation starting at a young age

• Coaching as education, not dictatorship

• Telling your story authentically in the NIL era

• Speed round: habits, leadership traits, and defining values

Sand and Shores Website:

https://seashell-giraffe-968595.hostingersite.com/

Where to find Learners and Leaders Podcast:

YouTube:

https://youtube.com/playlist?list=PLAWRvsrq0WTrBmSu5y0471_41tQKFHDIb&si=YOtgZL_Y3eUBGIpv

Apple Podcast:

https://podcasts.apple.com/us/podcast/learners-leaders/id1595702872

Spotify:

https://open.spotify.com/show/6Xn7Z17aD5uYbRBiGclvbG?si=0-uKw5COQuqJzUQEJen8nQ