From Kenya to Barcelona: ESEI Alumni Wanjiku Mwenda on Sports Management, Purpose and Finding Your Pace
In this edition of our ESEI Alumni Spotlight series, we speak with Wanjiku Mwenda, a proud Kenyan sports media and events management specialist who completed her Master in Sports Management in 2021. Her journey from Kenya to Barcelona reflects conviction, courage, and a deep commitment to contributing to the growth of sports across Africa.
She describes herself as “a very humble yet ambitious lady. A proud Kenyan… I represent my country everywhere I go,” she begins. With more than a decade of experience in sports journalism, Wanjiku built her career across television, radio and digital media. Yet after years in the newsroom, she reached an important turning point.
A Light Bulb Moment: From Journalism to Sports Management
While producing her sports show content across Kenya, Wanjiku met athletes from a range of disciplines. Through these encounters, she noticed a recurring challenge for athletes transitioning from active sports to life beyond competition.
“Globally and also in the country, we struggle with how sportsmen and women repackage themselves with the transition from active sports to life after sports,” she explains. This insight inspired her to think beyond sports journalism. “How then could I help my people?… I had a light bulb moment in my head.”
This moment sparked her decision to pursue a Master’s degree in Sports Management at ESEI International Business School.
Why Wanjiku Chose ESEI and Barcelona
In December 2019, Wanjiku made a bold choice: “Come next year, I’m going to resign from the newsroom and I’m going to go to school.” She wanted an intensive one-year programme that would allow her to return home and apply her knowledge.
After weeks of rigorous research, ESEI stood out among her top options in Europe. “I realised that ESEI was giving me very diverse modules. On top of just events management, I could get a bit of every other module and then make my decision after.”
She applied, was accepted, and moved to Barcelona in late 2020 to begin the next chapter of her professional journey.
Life After Graduation: Rebuilding, Reinventing and Rising
After graduating, Wanjiku returned to Kenya with a clear aim: to put her skills to work for her country and continent. What she did not expect was the challenge of redefining her career.
“For the first time in over a decade, I felt lost,” she admits. Having stepped away from a successful career in broadcasting, she spent a year exploring opportunities across media, federations, and events to find her niche.
A candid conversation with a former colleague helped her refine her direction. She decided: “I’m going to package my previous experience as a journalist with what I had gotten with the specialisation of events management.”
This decision led to her first major opportunity. After reaching out to a leading sports management personality who owns a sports agency in Kenya, she was entrusted with organising an international sports conference. Wanjiku recalls:
One morning in April 2022, I picked up my phone and I told her. I want to work with you in any sports management projects, especially in events gigs that you have… I am now ready to start my career as an events management specialist. Three weeks later, she called me and gave me my first gig, which was an international sports conference in the country.
She left me in charge of the event because she was equally engaged with another assignment in the US. I was simply shocked that she believed in me the first time I asked. This was an international sports conference bringing different delegates across the continent to Kenya. And just like that, my journey began. I started packaging myself in events management, organising not just corporate events but also field events, and down the line, I can look back and say I have grown each year and now I know that I am a specialist for sure.
That event marked the beginning of her career as a sports events specialist. Since then, her work has taken her across Africa. “As we speak now, I’m just from Uganda to conduct a continental summit… I’m now serving my continent in different events across different towns, different regions and countries, and I’m grateful.”
Current Role: Consultant, Moderator and Specialist
Today, Wanjiku is a Lead Consultant at Sports Connect Africa, where she works closely with CEO Cynthia Mumbo, who has been instrumental in her professional development.
“She’s allowed me to package myself as a consultant… and in the process, I’ve also managed to hone my skills as a sports events moderator,” Wanjiku says. Combining her journalism background with her events expertise, she has created a unique niche, offering services across summits, workshops, and corporate sports events.
How ESEI Shaped Her Career
Wanjiku speaks fondly of her time at ESEI, particularly her Events Management module, taught by Professor David Gallego. “Out of the 11 modules I did, events management was the highest I scored… I felt so comfortable giving my ideas especially during the module’s project which revolved around planning an event.”
Her lecturer’s feedback gave her confidence in her path. “He told me, you are cut for this niche. Go out there and do what you’re supposed to do. This is where you belong.” That affirmation guided her career and continues to influence her work today.
Advice for New Graduates
Wanjiku emphasises that success begins with self-awareness. She encourages graduates to take time to truly understand themselves and their passions before making career decisions.
“You have to really soul-search yourself… The first year when I came back after my Master’s was all about redefining myself, finding myself again,” she recalls. “Forget what others are saying. What exactly do you feel most comfortable doing? Where does your passion really lie?”
She notes that the sports industry and many industries in general are broad, and trying to do everything at once can be overwhelming. “The industry is so big, but you have to cut your niche. That comes with a lot of pressure, but it is essential for growth,” she advises. Identifying a niche, according to Wanjiku, helps graduates focus their energy, block out distractions, and build meaningful expertise.
Persistence, patience, and a willingness to start from scratch are key. Wanjiku shares her own experience: “For the first year, I was everywhere, sports media, federations, events, trying to figure out what I was going to do. It was not easy, but it allowed me to discover my strengths and specialise.”
She also highlights the value of mentorship and building relationships in your field. Reaching out to a professional she admired ultimately led to her first major opportunity in sports events management. “Do not be afraid to connect with people, ask questions, and put yourself out there. Opportunities often come when you show initiative and dedication,” she says.
Above all, Wanjiku stresses following your passion. “At the end of the day, follow your passion. The money will follow. That is what has worked for me.” She reminds graduates that careers are a journey, not a race. “Move at your pace. Celebrate your small wins along the way. Even small successes matter. They build confidence and keep you motivated.”
Her advice combines practical steps with encouragement, highlighting the importance of introspection, persistence, mentorship, and staying true to yourself. It is a reminder that building a meaningful career is as much about personal growth as it is about professional achievement.
Looking Ahead: Purpose, Progress and Reflection
Wanjiku closes with a reminder about patience and perspective. Reflecting on a recent highlight, she recalls moderating a continental summit on gender-based violence in sports, bringing together over 350 women from across Africa organized by Africa Women In Sports Initiative- AWISI. “Who would have thought I would be moderating a continental event… I knew I had the gift, but not to move that fast.”
Her message to all graduates and early-career professionals is clear: recognise and celebrate achievements, trust your journey, and move at a pace that suits you. “Celebrate your wins no matter how small they may seem to be,” she says. Wanjiku’s story demonstrates that purposeful careers are built through courage, perseverance, and authenticity, and that passion, self-belief, and mentorship can guide you toward meaningful impact in your field.
Explore ESEI’s Programmes
👉 If you’re considering starting your own journey in Barcelona, explore ESEI’s Bachelor’s and Master’s programmes and see how we can support you on your study abroad journey.
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