THE STORY

OF

Empowering Every Athlete and Coach

Led by the experienced Dean Spencer, Willard & Co. offers elite, personalized representation, ensuring your success on and off the court. With a deep understanding of the sports industry, we are committed to maximizing every opportunity for our clients.

Our mantra, 'Empower the Athlete', drives everything we do. From delivering exceptional contract negotiations and career management to prioritizing your unique needs and maximizing opportunities, we are committed to supporting your success at every stage. At Willard & Co., empowering athletes and coaches is at the core of our mission.

Our Story

Welcome to Willard & Co., where success stories are crafted. We excel at providing innovative marketing, strategic branding, and expert contract negotiations, all with a people-first approach. Our belief is that true success comes from building strong relationships and understanding each client's unique needs. Our expert and diverse team consists of seasoned marketers, skilled negotiators, and experienced public relations specialists, all united by their passion for excellence and commitment to elevating your career. With years of industry experience, we have honed our skills in delivering comprehensive, tailored solutions designed to unlock your full potential and drive sustained success. At Willard & Co., we thrive on pushing boundaries and setting new standards in client representation. We believe that each client is unique and deserves personalized attention and strategies that cater to their specific goals and aspirations. Our approach is holistic, taking into account not just the professional aspects but also the personal development of our clients'. We proudly commit ourselves to best-in-class strategies and a supportive, inclusive environment that nurtures not only professional growth but also personal development. Whether it's securing top-tier contracts, crafting compelling personal brands, or navigating the complexities of public relations, we are dedicated to providing the highest level of service and expertise. Join us as we revolutionize the world of client representation, one success story at a time. Together, we will chart a path to unparalleled success, driven by our unwavering dedication to excellence and our belief in the power of strong, lasting relationships.

Performance Optimization

Our Performance Optimisation service is designed to help athletes unlock their highest potential. We provide customized coaching that addresses every aspect of performance. This includes mental coaching, focusing on resilience, focus, and overcoming challenges; athletic training, targeting peak physical condition and injury prevention; and mental training, fostering a winning mindset and preparation for high-pressure situations. Together, these elements ensure sustained success and holistic growth.

Talent Mangement Hub

At the heart of Willard & Co. is our Talent Management Hub, dedicated to identifying and nurturing athletic talent. We offer a dual approach: scouting and recruitment to discover promising athletes and match them with the right opportunities, and career management to strategically plan and guide their professional journey. From first contracts to retirement plans, we are with you every step of the way, helping to secure a future that aligns with your goals.

Legal Advisory

Navigating the complex world of sports contracts and regulations requires expertise. Our Legal Advisory services provide athletes with the confidence that their rights and interests are always safeguarded. From reviewing and negotiating contracts to providing sound legal advice on partnerships and agreements, we ensure every decision is informed, fair, and advantageous to your career.

Athlete Representation & Strategy

Your story as an athlete deserves to be told with impact and authenticity. Our Athlete Representation & Strategy service specializes in crafting your public image and expanding your marketability. We secure marketing and endorsement opportunities that align with your values and amplify your reach, while offering public relations and media training to ensure you’re confident and polished in the public eye. With us, you’ll build a brand as powerful as your game.

Performance Optimization

Talent Mangement Hub

Legal Advisory

Athlete Representation & Strategy

Collaborating with partners

Hear It from Our Clients

Willard & Co. is the trusted choice for top athletes, coaches, and sports professionals worldwide.

"I chose Willard & Co. because their excellent guidance helped me find the perfect solution for every challenge—whether personal, mental, or physical. Their professional collaboration has taken me to an entirely new level."

Paul Skiba

C | Rhein-Neckar Metropolitans

"Working with Willard & Co. has been extremely fulfilling. Their open and honest environment sets them apart. Highly recommended!"

Gregg Hakomaki

WCO