Gen Z Olympic skier Eileen Gu is balancing school, sports and brand partnerships—she’s already worth over $20 million and earns more than Naomi Osaka
At just 22 years old, is among the top freestyle skiers globally—with four to her credit. She’s also a Stanford University student pursuing international relations, currently taking a leave for the 2026 Milan–Cortina Olympic Games.
But rather than waiting to earn a degree to launch her career, she’s jumped in with both feet. Last year alone, Gu made $23.1 million, per , placing her as the fourth-highest-paid female athlete—surpassing stars such as Naomi Osaka and Caitlin Clark.
“It’s key to show young people you don’t have to wait until you’re older—you can do everything now,” Gu told .
At a moment when success feels out of reach for Gen Z due to uncertainty from and the —Gu’s message is simple: age isn’t a barrier. Launch that side gig earlier rather than later.
She knows this from experience: Gu’s financial gains come mostly not from competition wins or world records, but from balancing her personal branding and modeling work. She’s secured partnerships with brands like , Porsche, and TCL.
“I’m a full-time student who’s highly athletic,” she stated. “I can hold my own in a conversation with a physicist and then walk a runway the next day. That’s pretty groundbreaking, especially for a young person—since the whole multihyphenate trend usually happens at different life stages.”
Gu is just one example of the balancing act many Olympic athletes navigate to achieve their own definition of success. Many have —like real estate agents, dentists, and baristas—waiting for them back home.
The Gen Z millionaire Olympic athlete started at 3 years old—by her teens, she was covering her own school bills
Gu’s push for independence started young. Born in San Francisco and raised by her mother—a first-generation Chinese immigrant—she was . By her teens, she was making enough from brand deals to pay for her private high school tuition.
“From my freshman year of high school on, I could cover my own tuition,” Gu said on , cohosted by Bill Gates’ daughter . “That was a source of pride for me.”
She catapulted to global fame after winning one silver and two gold medals at the 2022 Beijing , and Gu acknowledged she first tied success to recognition—the belief that achievement proved the value of her work.
“It meant doing something with a purpose that extended beyond myself,” she told . “For instance, I wanted to win a competition because it was the result of all the effort I’d put in—and that was something larger than me.”
The emotional toll of the Games made her reevaluate. Gu has openly discussed struggling with her mental health in the years after.
“No matter where I was, I always wanted to leave,” Gu said. “When I was out, I wanted to go home; when I was awake, I wanted to sleep. I never felt like I was in the right place.”
Her intense schedule didn’t help. Gu often uses long flights to stay on top of schoolwork: “I haven’t watched a movie on a plane in years,” she told TIME. Her schedule can shift from college routine to global stardom in just hours.
In a two-week span in 2023, she went to a Stanford sorority formal, walked the Victoria’s Secret runway in Barcelona the next night, and attended a Louis Vuitton show in Italy three days later. She then flew back to the U.S. for a friend’s surprise party, briefly went to Paris for a nobility ball, and returned to California four days later to speak at a K-8 girls’ school graduation—before taking her Stanford finals.
She says part of what keeps her grounded now is redefining success for herself—prioritizing impact over awards.
“After some deep reflection, I realized that beyond personal success, what’s truly fulfilling and meaningful is collective success—sharing what you’re lucky to have with others and using your voice and platform for good.”
Gu has more than 2 million and consistently gets hundreds of thousands of viewers on her .
The Gen Z millionaire Olympic athlete started at 3 years old—by her teens, she was covering her own school bills
Gu’s push for independence started young. Born in San Francisco and raised by her mother—a first-generation Chinese immigrant—she was . By her teens, she was making enough from brand deals to pay for her private high school tuition.
“From my freshman year of high school on, I could cover my own tuition,” Gu said on , cohosted by Bill Gates’ daughter . “That was a source of pride for me.”
She catapulted to global fame after winning one silver and two gold medals at the 2022 Beijing , and Gu acknowledged she first tied success to recognition—the belief that achievement proved the value of her work.
“It meant doing something with a purpose that extended beyond myself,” she told . “For instance, I wanted to win a competition because it was the result of all the effort I’d put in—and that was something larger than me.”
The emotional toll of the Games made her reevaluate. Gu has openly discussed struggling with her mental health in the years after.
“No matter where I was, I always wanted to leave,” Gu said. “When I was out, I wanted to go home; when I was awake, I wanted to sleep. I never felt like I was in the right place.”
Her intense schedule didn’t help. Gu often uses long flights to stay on top of schoolwork: “I haven’t watched a movie on a plane in years,” she told TIME. Her schedule can shift from college routine to global stardom in just hours.
In a two-week span in 2023, she went to a Stanford sorority formal, walked the Victoria’s Secret runway in Barcelona the next night, and attended a Louis Vuitton show in Italy three days later. She then flew back to the U.S. for a friend’s surprise party, briefly went to Paris for a nobility ball, and returned to California four days later to speak at a K-8 girls’ school graduation—before taking her Stanford finals.
She says part of what keeps her grounded now is redefining success for herself—prioritizing impact over awards.
“After some deep reflection, I realized that beyond personal success, what’s truly fulfilling and meaningful is collective success—sharing what you’re lucky to have with others and using your voice and platform for good.”
Gu has more than 2 million and consistently gets hundreds of thousands of viewers on her .
Eileen Gu won’t receive Team USA’s $200,000 financial windfall
Gu’s financial picture stands out from many other top female athletes because competition prizes make up just a tiny fraction of her income. Less than 1% of her projected 2025 earnings came from prize money.
For context, tennis star made around $8 million from competition and $25 million from off-court deals in 2025, while earned about $15 million both on and off the court, per Forbes.
That gap makes Gu’s commercial achievements even more notable.
But her unique situation means she can’t qualify for the given to all U.S. athletes—regardless of whether they win. Gu competes for Team China—a choice to honor her mother’s heritage.
In Milan, she’s set to compete in women’s slopestyle, big air, and halfpipe. She’s already won silver in slopestyle and is anticipated to ski the remaining events later this month.