Commercialisation of emotions is not a new phenomenon (Hochschild, 1983) but in Denmark there is a new general trend to tell and sell personal stories in the media. Personal deprivation and crises are also major topics in sports media. This paper focuses on sports biographies as a book genre that is reviving in popularity. The paper approaches the topic through the biographies of one Danish athlete: the former professional cyclist, Jesper Skibby, who writes about his doping disclosure and shares his personal dilemmas as a former elite sportsman. The thematic text analysis orientates around social interactions, emotions and personality constructions. Inspired by micro sociology with a Durkheimian flavor of Goffman (1967) and Hochschild (1983Hochschild ( , 2003, themes including 'face work', 'interaction rituals' and 'emotions management' are discussed. The analysis claims that sharing personal information in the media is not only a means of confession and reclaiming status but is also business and management -on an intimate level. Telling the story of the corrosion of a sporting character has become a hot issue, entertainment and not least a commercial commitment.