Sue Bird begins new chapter off the court
Sue Bird may have left the court, but basketball remains central to her life. At 45, the former WNBA star now serves as managing director of the USA women’s basketball team, tasked with selecting the roster for the 2028 Olympics in Los Angeles. Last month, she also joined a major network as a studio analyst for the WNBA.
Her transition from player to executive and broadcaster had challenges. She told reporters that she tested different paths during her off-seasons with the Seattle Storm, but her passion for women’s sports always pulled her back.
“I did different things to try to see what would speak to me,” she said. “The reality was, I was just so passionate about women’s basketball. Once I retired, it became clear.”
Preparation remains her anchor. She approaches her new roles—including co-founding the athlete platform TOGETHXR and hosting her podcast, Bird’s Eye View—with the same discipline she once brought to the game.
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As a point guard, she learned to anticipate the unexpected.
Now, she applies that mindset to broadcasting and leadership. “You try to do as much as you can to be prepared, understand you can’t prepare for everything, and you’ve got to be ready for anything that happens,” she said.
Some adjustments have nothing to do with strategy. Bird admitted she’s still getting used to the logistics of office work. “All the laptop work has been an adjustment. I’m still not doing spreadsheets. I don’t know how to edit in Google Docs very well, and I don’t know the shortcuts. I just put a lot of comments.”
Her workout routine has changed. Gone are the days of nightly court sprints. Instead, she trains six days a week, mixing group classes, heavy lifting, and Pilates to stay strong as she enters perimenopause.
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The shift wasn’t just physical—it was mental. “You’re never going to be able to stay in that type of shape,” she said. “It’s going to change dramatically, so that was one part of my identity I had to let go of.”
As managing director, Bird helps shape the future of the sport. Today’s players have opportunities she never did: million-dollar contracts, lucrative endorsements, and the potential for generational wealth. She keeps her door open for advice, but notes that most don’t need it.
“They’re doing all right,” she said. “They’ve got a totally different life and experience within basketball than I did.”
Her focus remains on the 2028 Olympics, where she’ll assemble the team for Los Angeles.
