The roar of the crowd fades away, but Ellis Genge isn’t leaving the spotlight anytime soon. The British and Irish Lions prop, known for bulldozing opposition scrums, is now tackling the business world with the same ferocity he brings to the rugby pitch. While most elite athletes focus solely on recovery between brutal training sessions, Genge is building an empire that could outlast his playing career.
“I’ve always had an entrepreneurial itch,” Genge told me last week over coffee in Bristol. “Rugby gave me a platform, but I knew early on I needed to create something beyond the game.” His hands, massive and calloused from countless scrums, carefully turned a delicate espresso cup as he outlined his vision with surprising eloquence.
The 29-year-old Leicester Tigers star launched his first venture, a clothing line called “Baby Rhino,” back in 2018. The name, inspired by his own rugby nickname, has grown from a side hustle into a legitimate streetwear brand. What started with simple logo tees has expanded into a full collection that generated over £2 million in sales last year.
But Genge wasn’t content to stop there. In 2022, he partnered with former England teammate Ben Youngs to create “Scrum Coffee,” a specialty coffee brand that now supplies beans to cafes across the UK. The business model cleverly leverages the duo’s rugby fame while building something with genuine quality behind it.
Rugby careers are brutally short. Even the most durable players rarely compete past their mid-thirties, and injuries can end things instantly. Genge has watched teammates struggle with the transition to regular life. “Too many boys think the good times will last forever,” he says. “Then suddenly you’re 35 with bad knees and no plan.”
Financial advisors to pro athletes have seen this pattern repeatedly. “Ellis is exceptional in his forward thinking,” explains Sarah Reynolds, a sports financial specialist. “Most athletes wake up to business planning in their final season. He’s been building for nearly a decade already.”
The Bristol-born prop’s newest venture might be his most ambitious yet. “Frontline Fitness” launched six months ago as a hybrid gym and training facility in Bristol. The concept combines elite athletic training methods with classes accessible to everyday fitness enthusiasts. Genge personally designed many of the programming elements.
What separates Genge from other athlete-entrepreneurs is his hands-on approach. This isn’t just about slapping his name on products. During the off-season, he’s regularly at Frontline, coaching classes and tweaking business operations. His social media frequently shows him packing Baby Rhino orders or taste-testing new Scrum Coffee blends.
The rugby star’s business empire now employs 27 people full-time. “Creating jobs might be what I’m most proud of,” Genge admits. “Some mornings I wake up and can’t believe people’s livelihoods depend on businesses I started on my laptop between training sessions.”
Sports psychologist Dr. James Harper believes Genge’s business success directly connects to his on-field mindset. “Elite athletes possess incredible discipline and goal orientation,” Harper explains. “Ellis has successfully transferred those traits to business. He approaches entrepreneurship with the same methodical preparation he brings to international rugby.”
Not every venture has been a smooth success. Genge candidly shared that his first attempt at a fitness app in 2020 “crashed and burned” after initial excitement faded. “I lost about sixty grand and learned some expensive lessons,” he says with a wry smile. “But those failures shaped how I approach business now.”
The prop’s growing business acumen has earned respect from veterans in the entrepreneurial space. Richard Branson recently invited Genge to speak at a Virgin startup event. “Ellis brings refreshing authenticity to business,” Branson noted. “He cuts through corporate jargon with the same directness he shows on the pitch.”
As Genge prepares for the upcoming Lions tour, he’s carefully structured his businesses to run smoothly during his absence. “I’ve got brilliant people in place now,” he explains. “Three years ago, everything would fall apart if I disappeared for eight weeks. That’s not building something sustainable.”
Fellow rugby internationals have taken notice of Genge’s business success. England captain Owen Farrell recently joined as an investor in Frontline Fitness, while several teammates have sought Genge’s advice on their own entrepreneurial ideas. “I’m no guru,” Genge insists. “I just started earlier than most of the lads.”
The financial impact of these ventures is substantial. Industry insiders estimate Genge’s business portfolio now generates annual revenue exceeding his rugby salary. This provides security against injuries and creates wealth-building opportunities that could make him one of British rugby’s most successful post-career businessmen.
“The rugby pitch and boardroom require different skills, but the mindset is similar,” Genge reflects. “Both demand preparation, resilience, and the ability to make decisions under pressure.” His businesses certainly show thoughtful preparation, with carefully crafted branding and strategic growth plans rather than rushed cash-grabs.
Rugby has historically struggled with player transitions to post-career life. The Rugby Players Association has expanded its business education programs recently, with Genge serving as a frequent guest speaker. “Ellis shows what’s possible when you start planning early,” says RPA director Thomas Williams. “He’s become a valuable role model.”
Genge’s entrepreneurial spirit traces back to his childhood in the working-class neighborhood of Knowle West in Bristol. “My mum ran a small cleaning business when I was growing up,” he recalls. “Watching her hustle to make ends meet showed me what real work looks like. Rugby was always the dream, but business was in my blood.”
With several years of elite rugby still ahead, Genge continues balancing dual careers. His training schedule remains uncompromised, with business meetings scheduled around team commitments. The discipline required is enormous, often meaning work calls at 6 am before training or strategy sessions late into evenings.
Looking ahead, Genge has ambitious expansion plans. Baby Rhino will launch in Australia and New Zealand next year, while Scrum Coffee is exploring wholesale partnerships with major retailers. Frontline Fitness already has two additional locations secured for 2026.
The rugby star’s success offers valuable lessons for athletes in all sports. Building businesses during playing careers provides not just financial security but identity beyond sport. As retirement looms for every athlete, having purpose and passion waiting makes the transition infinitely smoother.
When asked about his ultimate business goals, Genge pauses thoughtfully. “I want to build something that outlasts my rugby career by decades,” he finally answers. “Something my kids can be proud of, that stands on its own merit regardless of how many caps I earned or tries I scored.”
With the determination that’s made him one of rugby’s most formidable front-row forwards, Ellis Genge is bulldozing his way through the business world. For this particular Baby Rhino, life after rugby looks increasingly bright – and profitable.
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