Former athlete Anni Friesinger has successfully transitioned from an international sports career to developing her own business and podcast.
Schaatsen.nl, a Dutch skating news outlet, reports on her journey beyond the rink.
Since 2015, Anni Friesinger has owned and operated the Small Heroes Conceptstore in Salzburg. Initially inspired by Scandinavian fashion, craftsmanship, and sustainable materials, the store started as a baby and children’s shop. Over time, it expanded into a boutique offering women’s clothing, accessories, furniture, and sports eyewear. Friesinger emphasizes her preference for tactile experiences in shopping, noting that online ordering does not suit her style as she values the ability to touch and experience products directly.
Running the store requires significant effort, akin to the intensity of competitive sports. Friesinger describes the challenges faced in business including competition, the rise of online retail, the COVID-19 pandemic, and increasing costs. She manages the store with a small team, often working hands-on in the mornings and handling administrative tasks in the afternoons. She highlights that managing the business demands fifty to sixty hours of work each week and requires constant adaptability and perseverance.
Friesinger credits her sports background for providing the resilience needed to sustain her entrepreneurial efforts. She emphasizes the importance of taking risks and adjusting strategies as necessary.
In addition to her business, Friesinger co-hosts the IceSalon podcast with former ice hockey goaltender Patrick Ehelechner. What began as a personal hobby evolved into a popular show on platforms such as Spotify and Apple Podcasts. The podcast aims to provide honest discussions and individual opinions. After experiencing a surge in popularity and intensity that led them to take a break during the summer, they have resumed publishing episodes approximately every three weeks, maintaining a focus on enjoyment in the process.