Historically, training in sports has centered around physical capabilities like speed, strength, endurance, and mechanics. As sports and competition continue to evolve, athletes, teams, and brands are embracing mental performance coaching.
From the highest stage of competition in the Olympics, all the way down to youth sports, the mental side of the game is becoming one of the most powerful competitive advantages in sports. Now the focus isn’t just on external results but on strengthening athletes from the inside out.
Quick Highlights:
- Studies have found that over 35% of athletes have concerns surrounding their mental health.
- Roughly 73–75% of youth athletes experience performance anxiety, yet less than 15% have access to sports psychology support.
- An NCAA survey found 30% of female and 25% of male college athletes report constant mental exhaustion during the season.
- The US Olympic Committee formed a team of 15 full-time mental performance coaches for their athletes, leading a trend among major sporting organizations.
- Major brands are shifting campaigns to normalize these conversations, with Nike’s “Winning isn’t for everyone” campaign leading the way.
What is Mental Performance Coaching
Many professionals refer to mental training in sports as essential to the success of an athlete. Mental performance coaching can be seen through an athlete’s composure, confidence, and ability to perform under pressure.
Most mental performance coaches have sports psychology or counseling backgrounds and use strategies such as breathwork, positive self-talk, and mindfulness training. Athletes like Serena Williams, Usain Bolt, Michael Phelps, and Simone Biles credit part of their success to mental performance coaching.
One of Biles’ coaches, Robert Andrews, has played a major role in helping her stay balanced under pressure. Biles has described the value of having a mental performance coach: “It’s honestly petrifying trying to do a skill but not having your mind & body in sync. 10/10 do not recommend.”
Many teams are now recognizing mental training as a key focus, especially as the importance of the subject grows for newer generations of sports fans.
The Numbers Don’t Lie
A Harvard study found that MLB players who worked with a mental skills coach during their career extended their playing years by an average of 2.3 years. Those players also performed at statistically higher levels of baseball, reaching the equivalent of 1.25 levels above athletes without access to mental coaching.
In youth sports, the benefits are even more pronounced. Research shows that when young athletes use mental performance tools, enjoyment levels increase by 67%.
Access to these resources also reduces burnout rates by 41% and boosts long-term participation in sports by more than 50%. This suggests that mental coaching can sustain both performance and passion over time.
Sport Organizations Take Notice
Sport organizations are making athlete mental health a core focus. The United States Olympic and Paralympic Committee now has a full-time psychological services staff of 15 professionals offering support from personal crises to performance guidance.
The NWSL requires every team to have mental health professionals on staff and has adopted general mental health leave policies. These measures aim to protect athlete well-being while boosting on-field performance.
Youth athletes are also seeing stronger support networks. Morgan’s Message, a mental health nonprofit, is active on over 1,600 college and high school campuses, creating resources for younger players.
Teams are also turning to former athletes for support roles. The Seattle Mariners hired Adam Bernero, a former MLB pitcher, to work with players on stress, anger management, and in-game mentality.
Private specialists are contributing too. Hannah Huesman’s company, Mental Sweat, works with brands like Adidas and the MLB, offering one-on-one coaching and team consultations to help athletes “master their mental game.”
Growth of Mental Performance Technology
The rise of new digital platforms and AI programs has contributed to the growth of mental health coaching. In fact, mental training programs are some of the fastest growing categories of sports tech with a 47% projected growth rate through 2026.
Through this popularity, platforms that integrate wellness features, not just performance stats, have experienced over 3x higher daily user rates.
Looking into the future, youth sports programs are creating a massive $2.3B market opportunity by 2027, highlighting how necessary mental wellness is to all businesses in the sports industry.
Brands Shifting Their Marketing Strategies
Mental wellness is influencing all aspects of the sports industry, including marketing. Major brands are building campaigns that align with themes of mental strength and vulnerability.
Nike’s 2024 Olympic campaign carried the tagline “Winning Isn’t for Everyone,” highlighting the pressure of elite competition. The ad sparked conversations about mental well-being in a culture long-focused on winning at all costs.
Brands are also weighing how authentically athletes advocate for mental health. Marketability now goes beyond follower counts to include those genuinely invested in the message.
Brisa Hennessy, an AG athlete, exemplifies positioning mental health as a core part of her platform. She has shared her struggles and her path to becoming a stronger, more confident competitor on surfing’s world stage.
Our Outlook
At Athelo Group, we recognize mental performance coaching as a necessity for athletic success. Supporting our athletes’ mental health is a priority, not something we brush over.
Whether it’s with surfers, CrossFitters, or influencers, we want to work with people who are committed to being their best versions of themselves, both on and off the field.
As the sports world continues to evolve, we see mental health as inseparable from performance, and that belief shapes every athlete’s path forward.