In a world where passion is often mistaken for an excuse to work for free, it’s time we rethink how we value contribution. From my early days playing football in Brazil to building a global career in coaching, I’ve lived the silent cost of "just being grateful." This blog isn’t just about fees — it’s about respect, recognition, and daring to create a more sustainable industry.
Through personal stories, survey insights, and lessons from incredible mentors, I invite you to start a conversation that could raise the standard for everyone — one courageous step at a time.

In high-performance environments, we’re taught to track, measure, and optimize. But in the rush to monitor everything, are we still paying attention to what really matters? This reflection explores the power of observation, the danger of assumption, and how listening — truly listening — can be one of the most transformative tools in coaching and leadership.

In a world where the women's game is growing faster than ever, are we taking time to truly understand what it needs to thrive? This reflection explores the importance of observing before acting, building environments that empower athletes, and redefining success through more human-centered performance indicators. It's about shifting from control to curiosity.