How Elite Athletes Are Redefining Strength Speaking Up for Mental Health

In recent years, a growing number of elite competitors have stepped forward to share their personal battles with anxiety, depression, and burnout. Their courage is transforming not just the culture of sport, but the broader global conversation around mental health. What once was whispered in locker rooms or hidden behind closed doors is now being brought into the light, helping to redefine what true strength looks like.

AMG Talent have been at the forefront of speaking up to break the stigma – for example, 2022 Commonwealth Games Judo Champion Lachlan Moorehead is a mental health ambassador for IfUCareShare foundation and the world’s leading ocean tower Angus Collins has recently raised £250,000+ for James’ Place, a male mental health charity.

The Breaking Point of Perfection

For elite athletes, the pursuit of perfection begins early. The discipline, sacrifice, and relentless drive needed to reach the top of any sport come at a cost. Training regimes can stretch across years with little room for rest or reflection. Add to that the intense scrutiny of media and fans, and it’s easy to see why even the most accomplished athletes may struggle internally.

Simone Biles, the most decorated gymnast in history, became a powerful symbol of this when she withdrew from several events at the Tokyo 2020 Olympics to prioritize her mental well-being. Her decision shocked the world — and sparked a vital discussion. Biles later explained that she was experiencing the “twisties,” a dangerous loss of spatial awareness that can lead to serious injury. But the larger message she sent was clear: mental health must be treated with the same importance as physical health.

Likewise, tennis star Naomi Osaka made headlines when she withdrew from the 2021 French Open after speaking candidly about her struggles with depression and the toll of constant media obligations. Both women were initially met with criticism, but the wave of support that followed showed that fans — and the sports world at large — were ready for change.

Breaking the Stigma, One Story at a Time

Athletes are now using their platforms to challenge long-standing stigmas. In traditionally “tough” sports like football, rugby, and hockey, mental health conversations were once taboo. But that’s shifting fast.

NFL player Brandon Marshall publicly shared his diagnosis of borderline personality disorder and went on to establish Project 375, a foundation dedicated to mental health awareness. NBA champion Kevin Love and Olympic swimmer Michael Phelps have both spoken about their experiences with anxiety and depression, emphasizing that seeking help is a sign of strength, not weakness.

These stories have ripple effects far beyond the sports community. When someone at the top of their field admits they struggle, it normalizes those feelings for millions of others — young athletes, fans, and everyday people alike. A 2023 survey by the British Journal of Sports Medicine found that nearly 40% of elite athletes report symptoms of depression or anxiety at some point in their careers. As more athletes speak out, more are encouraged to seek help without shame.

Organizations Stepping Up

Sports organizations are also beginning to recognize their duty of care. The International Olympic Committee (IOC) launched a Mental Health in Elite Athletes Toolkit, offering resources for teams and federations to better support athletes. The NBA and NFL have hired full-time mental health professionals for each team, ensuring players have confidential access to counseling and therapy.

In the UK, programs like Mind’s “Performance Minds” initiative and Sport England’s mental health charter are changing the culture from the grassroots level upward. Many national federations now include mental wellness checks as part of routine athlete evaluations — an essential step toward preventing crises before they occur.

Even sponsorship and branding conversations are shifting. Major sportswear companies are producing campaigns that highlight vulnerability and resilience in equal measure. Instead of portraying athletes as invincible, these narratives emphasize authenticity, empathy, and balance — values that resonate deeply with modern audiences.

The Power of Vulnerability

The courage it takes for athletes to open up publicly cannot be overstated. For many, their identities have been built entirely around toughness and performance. Admitting vulnerability in a hyper-competitive world feels risky. Yet, time and again, those who speak up find themselves embraced, not rejected.

This shift is redefining what it means to be strong. True resilience, it turns out, isn’t about pretending everything is fine — it’s about facing challenges honestly and asking for help when needed. As Michael Phelps said, “It’s OK to not be OK. It’s OK to go through ups and downs. But I think the biggest thing is, we all need to ask for help sometimes.”

A New Generation of Role Models

Perhaps the most inspiring aspect of this movement is how it’s shaping the next generation. Young athletes today are growing up with role models who talk openly about therapy, mindfulness, and balance. They see that stepping away from competition for mental health reasons doesn’t erase their accomplishments — it underscores their humanity.

Schools, coaches, and parents are beginning to follow suit, encouraging holistic well-being instead of a “win at all costs” mentality. This evolution promises a healthier, more sustainable model for athletic success — one that values the person as much as the performance.

The Road Ahead

While progress is undeniable, the journey is far from over. Many athletes still fear being judged or losing sponsorships if they disclose mental health struggles. Cultural differences also mean that some regions lag behind in acceptance and support. Continued education, funding, and open dialogue are essential.

What’s clear, however, is that the conversation has changed permanently. The more athletes share their stories, the more they remind us that mental health is universal — and that strength and vulnerability can coexist.

In redefining what it means to be “elite,” these athletes are doing more than breaking records; they’re breaking barriers. And in doing so, they’re proving that the greatest victories aren’t always won on the field, but within ourselves.

AMG Talent work wit the following mental health champions including:

Lachlan Moorehead, 2022 Commonwealth Games Judo champion

Angus Collins, the world’s leading ocean rower

Ollie Newton, runner & youth mental health worker 

LET’S TALK!  If you are a brand or agency with a mental health brief or idea and want to discuss how to bring a campaign tie life please contact mark@athletemedia.co.uk or call +44 7952 304340 to discuss potential creative solutions.