Vonn, 41, is coming out of retirement despite a ruptured ACL. Her commitment to athleticism—showing up every day, being consistent through hard times—helped develop her philosophy toward investing.

After retiring from competitive skiing in 2019, Vonn dipped her toes into the world of investing. The three-time Olympic medalist approached building a portfolio the same way she thought about her years of brand deals as an athlete: with a long-term mindset.

For more than two decades, she’s represented Red Bull and Under Armour. For almost that long, she’s been a spokesperson for Rolex.

“I don’t ever look at anything short-term,” she says. “It served me well in my career. And now in this new investment world.”

Stuart Isett/Fortune

Vonn spoke with journalist Jo Ling Kent at the Fortune Brainstorm Tech conference in Park City, Utah, in 2023.

As an investor, Vonn has backed the injury-prevention company Hyperice and the at-home fitness brand Tempo. She’s a backer of Angel City FC, the Los Angeles-based women’s soccer team.

“I look at investing in the same way I looked at relationship-building for my brand, and what partners I chose to work with,” Vonn added. “It’s what’s authentic to me, what I believe in, what I use, what I believe is going to be a value long term.”

Vonn also started the Lindsey Vonn Foundation, which aims to help girls grow and gain confidence by following their passions, from art to athletics. She hopes to counteract the drop-off in sports that happens when girls reach their teenage years.

“I’m here to try to tell them that they can and give them the skill set,” she says.

Her years as a professional athlete—navigating injuries and mental health challenges—taught her that grit is the most important quality.

“Successful people are determined and gritty,” she says. “It’s not the smartest people in the room. It’s the people that are willing to sacrifice the most to be the best.”

A version of this story was published on Fortune.com on July 13, 2023.

More on the 2026 Winter Olympics:

• Every U.S. Olympian is going home with $200,000, whether they medal or not, thanks to a billionaire’s $100 million gift

• Gold and silver prices have soared in time for the 2026 Olympics—now winning-athlete’s medals will be worth more money than ever with some fetching over $100K

• U.S. Olympians earn just 5% of what Singapore pays—many are forced to juggle jobs as baristas, brokers, and dentists just to get by

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IN CASE YOU MISSED IT

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ON MY RADAR

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PARTING WORDS

"I’m doing the thing and subverting the thing."

—Director Greta Gerwig on the Barbie movie