The True Athlete Project
The True Athlete Project is a binational nonprofit that designs and delivers holistic mindfulness-based mental-emotional training programs for athletes, coaches, teams, schools, and national governing bodies through mentoring, workshops, online courses, and multi-year organizational partnerships.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The True Athlete Project does
The True Athlete Project is a binational nonprofit organization that designs and delivers holistic mindfulness-based mental-emotional training programs for athletes, coaches, teams, schools, and national governing bodies. Founded in the United States in December 2015 and expanded to the United Kingdom via a separately incorporated UK charity in January 2020, the organization operates through two independent legal entities (a US 501(c)(3) and a UK registered charity) coordinated by an international committee. Core products include the Global Athlete Mentoring Program (year-long one-to-one mentorship with elite athletes, awarded the World Olympians' Partnership Award in its pilot year), Powered by Purpose (athlete social-impact program commissioned by UK Sport), In the Zone mindfulness-based resilience training (6- and 12-week formats), Courageous Captains (student-athlete leadership program), Mindful Sport Cultures (6-12 month organizational engagement), and the TAP Membership community running on Circle.so.
The underlying curriculum blends mindfulness, tai-ji, compassion practices, non-violent communication, art, performance psychology, writing, identity/values exploration, and nature-based exercises, codified into an online course with 150+ resources plus modular add-ons (Values Module at $25, Performance Module, Coaches Values Module at $45, full course at $50). Revenue mechanics span multiple streams: individual online courses (one-time licenses from $25-$50), team workshops ($500-$1,500 for 90-minute to 2-hour formats, $2,500-$4,750 for 6-12 week programs), bespoke governing body partnerships (multi-year professional services contracts), the annual TAP Membership subscription, and charitable donations/scholarships. Go-to-market combines direct-to-consumer e-commerce, application-based mentoring cohorts (Global and Americas), and enterprise sales to national governing bodies and international federations including UK Sport, British Fencing, British Gymnastics, England and Wales Cricket Board, Basketball Scotland, Sport England, and Danish Fencing.
The True Athlete Project firmographics
Firmographics- Name
- The True Athlete Project
- Legal name
- The True Athlete Project Ltd
- Website
- https://thetrueathleteproject.org
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The True Athlete Project is a binational nonprofit that designs and delivers holistic mindfulness-based mental-emotional training programs for athletes, coaches, teams, schools, and national governing bodies through mentoring, workshops, online courses, and multi-year organizational partnerships.
- Ownership category
- akta.pro rank
The True Athlete Project industry classification
Industry- Product category
- Athletic Mental Wellness Services
- NAICS
- Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Sports Psychology & Mental Performance Coaching (HSADAEAH)
- akta.pro secondary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
Keywords
Where The True Athlete Project is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
The True Athlete Project business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Online Courses: On-demand digital courses providing 6-months of mental-emotional training for sport. Individual modules available for separate purchase including Values Module ($25), Performance Module, and Coaches Values Module ($45). Full course priced at $50.
- Workshop Sales: Individual workshops sold to teams, schools, and colleges. Pricing varies by workshop type: 90-minute workshops from $650, 2-hour workshops from $1,100, 6-week mindfulness programs at $2,500, and 12-week programs at $4,750. In-person workshops for 20 athletes at $1,500.
- Powered by Purpose Programs: Introductory workshops for athletes on social impact and activism at $950 per session, with full bespoke programs available for organizations.
- Membership Program: Year-round membership providing exclusive access to 12+ workshops per year, reflective community sessions, online resources, tickets to TAP events, one-to-one mentoring calls, social media stamp, and discounts on programs.
- Sponsorship & Donations: Charitable donations and sponsorship of young people onto the global mentoring programme with scholarships available.
- Governing Body Partnerships: Customized multi-year partnership agreements with national governing bodies and international federations for tailored support programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full On-Demand Course access for 6 months |
| One time/ perpetual license | Pay-as-you-go | Values Module - individual course |
| One time/ perpetual license | Pay-as-you-go | Performance Module - individual course |
| One time/ perpetual license | Pay-as-you-go | Coaches Values Module - individual course |
| One time/ perpetual license | Pay-as-you-go | In the Zone: 6-week mindfulness workshop |
| One time/ perpetual license | Pay-as-you-go | In the Zone: 12-week mindfulness class |
| Unit Pricing | Pay-as-you-go | 90-minute team workshop |
| Unit Pricing | Pay-as-you-go | In-person workshop for 20 athletes |
| Unit Pricing | Pay-as-you-go | Compassionate Communication 2-hour workshop |
| Unit Pricing | Pay-as-you-go | Coaches as Social Change Makers workshop |
| Unit Pricing | Pay-as-you-go | Powered by Purpose Introductory Workshop |
| Unit Pricing | Multi-year contract | Mindful Sport Cultures program |
| Unit Pricing | Multi-year contract | Creating Impactful Coaching Teams |
| Subscription | Annual | TAP Membership for Coaches |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels9 records
The True Athlete Project product offering
Product offeringCore offering
The True Athlete Project is a non-profit organization that designs and delivers holistic mindfulness-based programs for athletes, coaches, and sports organizations. Their offerings include year-long athlete mentoring, workshops on resilience and mental wellbeing, online courses, and bespoke partnerships with national governing bodies. The organization operates dual entities in the US (501(c)(3)) and UK (registered charity), combining techniques such as mindfulness, tai-ji, compassion practices, and performance psychology for sport.
Product overview
The True Athlete Project offers a holistic approach to athlete development through multiple interconnected programs. Core offerings include the Global Athlete Mentoring Program (year-long one-to-one mentorship matching young athletes with elite senior athletes, awarded the World Olympians' Partnership Award), Powered by Purpose (social change program commissioned by UK Sport for world-class athletes), and In the Zone Mindfulness-Based Resilience Training (available as 6-week or 12-week programs). The On-Demand Course provides 6 months of mental-emotional training with 150+ resources, including add-on modules for Values, Performance, and Coaches Values. Team Workshops encompass various topics including mindfulness, compassion, communication, identity, gratitude, and vulnerability. Additional offerings include Courageous Captains, Mindful Sport Cultures, and TAP Membership providing exclusive community access. All programs draw on mindfulness, tai-ji, compassion practices, non-violent communication, art, performance psychology, writing, and nature-based exercises.
Differentiator
Problem solved
Functional benefit
Products and services
- Global Athlete Mentoring Program Year-long structured mentoring program for individual athletes combining mindfulness practices, performance psychology, and personal development led by experienced mentors including former elite athletes.
- Powered by Purpose Workshop program for athletes and teams focused on values, purpose, motivation, and holistic athlete development.
- In the Zone: Mindfulness-Based Resilience Training Workshop program delivering mindfulness-based resilience training for athletes, coaches, and support staff.
- On-Demand Course Self-paced online course for athletes covering topics such as values, performance, and coaching, available via the organization's e-commerce platform.
- Values Module Standalone module of the On-Demand Course focused on values-based athlete development.
- Performance Module Standalone module of the On-Demand Course focused on performance psychology and mental skills for athletes.
- Coaches Values Module Standalone module of the On-Demand Course tailored for coaches and support staff.
- Team Workshops Bespoke workshop packages delivered to sports teams, schools, and colleges for holistic athlete and team development.
- Courageous Captains Leadership and character development program targeted at team captains and emerging athlete leaders.
- Mindful Sport Cultures Bespoke organizational development program for sports governing bodies and clubs focused on building mindful sport cultures.
- TAP Membership Annual community membership providing access to the Circle.so community platform, content library, and ongoing resources for athletes and coaches.
- Powered by Purpose: Introductory Workshop Introductory version of the Powered by Purpose workshop designed to introduce prospective clients to the methodology.
Quantifiable outcome
- 100% of Powered by Purpose participants report increased confidence in making social impact
- +5 more outcomes
Companies that use The True Athlete Project
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
The True Athlete Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The True Athlete Project partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, flagship and minor.
- British FencingcoreFirst major partnership began in April 2019 after funding was achieved. TAP delivers holistic workshops and mentoring programs for all levels of GB team from age 13 to senior athletes. British Fencing CEO Georgina Usher provides strong endorsement of TAP's authentic connection with athletes.
- UK SportcoreUK Sport commissioned TAP to design and deliver Powered by Purpose - the first athlete activism programme of its kind. A bespoke 6-month course for 20 world-class funded athletes to help them use their platform and voice for social impact across wellbeing, inclusion, and sustainability. The partnership continues through the Paris Cycle (March 2025).
- British GymnasticsflagshipNew partnership announced for holistic athlete development programs to improve performance and build compassionate culture within British Gymnastics.
- England and Wales Cricket BoardflagshipNew partnership for athlete development and wellbeing programs to support ECB's holistic athlete welfare initiatives.
- Basketball ScotlandcoreThree project deliverables: 1) Training social impact officers for School of Basketball initiative promoting wellbeing; 2) Wellbeing Ambassador training across basketball clubs; 3) Mental wellbeing short course for coaches. Also supporting referees.
- Danish FencingcoreLaurence Halsted serves as Performance Director, bringing TAP methodology to help Danish Fencing achieve world class status transition.
- International Federation of Sports ClimbingminorPartner organization for international athlete development support.
- Sport EnglandcoreFunding partner supporting TAP's work in England for sport development and wellbeing initiatives.
- Archery GBminorPartner organization for archery athlete development.
- Scottish ArcheryminorPartner organization for Scottish archery sport development.
- Scottish FencingminorPartner organization for Scottish fencing athlete development.
- Goalball UKminorPartner organization for disability sport - Goalball UK athlete development.
- Scottish Football AssociationminorPartner organization for football athlete development in Scotland.
- Scottish HandballminorPartner organization for handball athlete development in Scotland.
- Boccia UKminorPartner organization for Boccia disability sport athlete development.
- British SailingminorPartner organization for sailing athlete development; hosted Powered by Purpose introductory workshop.
- English Cricket BoardflagshipMajor partnership for cricket athlete development and wellbeing programs.
- AVCA (American Volleyball Coaches Association)minorPartner organization for volleyball coaching development.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
The True Athlete Project competitors and assessment
Company assessmentBroad incumbents
- Sport England: UK national body funding grassroots sport and wellbeing initiatives; referenced as a TAP funding partner and shapes the addressable funding environment for TAP's UK programs.
- EXOS: Large human-performance company that integrates mental-skills training alongside physical performance for elite athletes; a broader incumbent that competes for the same enterprise sports-organization budgets.
Direct peers
- Athletes for Hope: Athlete-founded nonprofit that mobilizes professional athletes to drive social impact and youth empowerment - comparable athlete-led mission and athlete-activism angle similar to TAP's Powered by Purpose programme.
- Athlete Assessments: Provides coaching tools, personality assessments, and team-development frameworks for athletes and coaches; overlaps TAP's coaching-targeted products such as Coaches Values Module and Creating Impactful Coaching Teams.
- TeamMates Mentoring Program: Long-running youth mentoring program with strong sport adjacency; useful comparison for TAP's year-long 1-to-1 Athlete Mentoring Program and scholarship sponsorship model.
- Compete to Create: Mindset and leadership development organization for athletes, coaches, and teams; overlapping audience and performance-psychology curriculum similar to TAP's In the Zone resilience training.
- Dame Kelly Holmes Trust: UK registered charity using elite athlete mentoring and personal development programs for young people - directly comparable mission and athlete-mentoring model to TAP, including partnerships with UK Sport and schools.
Others
- Calm: Leading meditation and sleep app with sport-adjacent partnerships (e.g., sports leagues); a potential low-friction alternative for individual athletes TAP targets with its On-Demand Course.
- Headspace: Major consumer meditation/wellness app with dedicated sport and athlete content; adjacent rather than direct competitor, but expanding into the athlete-mindfulness space TAP serves.
Emerging players
- Beyond Sport: Global organization supporting and convening projects using sport for social change; comparable sport-for-impact positioning and global athlete community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The True Athlete Project social profiles
Digital presenceThe True Athlete Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
The True Athlete Project leadership team
Management profileNumber of profiles
Profiles14 records
The True Athlete Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The True Athlete Project M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The True Athlete Project
What does The True Athlete Project do?
The True Athlete Project is a non-profit organization that designs and delivers holistic mindfulness-based programs for athletes, coaches, and sports organizations. Their offerings include year-long athlete mentoring, workshops on resilience and mental wellbeing, online courses, and bespoke partnerships with national governing bodies. The organization operates dual entities in the US (501(c)(3)) and UK (registered charity), combining techniques such as mindfulness, tai-ji, compassion practices, and performance psychology for sport.
Is The True Athlete Project a public or private company?
The True Athlete Project is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The True Athlete Project founded?
The True Athlete Project was founded in 2015. It employs 11 to 50 people.
Where is The True Athlete Project based?
The True Athlete Project is headquartered in London, United Kingdom, in the Europe region.
How does The True Athlete Project make money?
Six revenue lines are on record. Online Courses are the primary driver. The others are workshop Sales, powered by Purpose Programs, membership Program, sponsorship & Donations and governing Body Partnerships.
Who are The True Athlete Project's main competitors?
Broad incumbents on record are Sport England and EXOS. Direct peers are Athletes for Hope, Athlete Assessments, TeamMates Mentoring Program, Compete to Create and Dame Kelly Holmes Trust. Others are Calm and Headspace. Beyond Sport is listed as an emerging player.
Does The True Athlete Project have an API?
No public API is recorded for The True Athlete Project.
What industry is The True Athlete Project in?
The True Athlete Project's product category is Athletic Mental Wellness Services. Its primary akta.pro industry code is HSADAEAH, Sports Psychology & Mental Performance Coaching, with a secondary code of MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support). Its NAICS code is 61162 and its SIC code is 8600.