State of Mind Sport

What State of Mind Sport does

State of Mind Sport is a registered charity in England and Wales (Charity Commission number 1158826), founded in 2011 and headquartered in the North West of England. The organisation delivers mental fitness education primarily through 45-50 minute sessions presented by ex-professional rugby league players who share personal lived experience of mental health challenges, with content clinically developed by Clinical Trustees and MHFA England-accredited instructors. Its portfolio of services comprises Mental Fitness Sessions, Mental Health First Aid (MHFA) England training, the Team Talks season-long programme, Start a Conversation mental health champions training, a SET OF SIX modular curriculum, a free Meritec-developed e-learning course, downloadable resource packs, and weekly Extra Time men's mental fitness groups held at Warrington Wolves and Widnes Vikings stadiums.

The charity serves four primary customer segments: sports clubs and athletes, workplaces and businesses, educational institutions, and community groups. Its enterprise client base includes Taylor Wimpey, Costain, Sellafield, the RAF, Network Rail, MWH Treatment, Arriva, Northern Gas Networks, Wales & West Utilities, United Utilities, Manchester City (City in the Community), Leeds Rhinos Foundation, NHS England, Greater Manchester Fire and Rescue and Housing Plus Group, among others. Geographically, delivery spans the UK and Ireland, with presentations delivered at over 80 conferences.

State of Mind Sport's revenue is generated through a hybrid charity model: workplace and sports club session fees, MHFA England training course income, donations and fundraising (including via JustGiving and events such as the Halton 10k which raised over £40,000 in June 2026), and an affiliate partnership with Third Half Clothing under which 10% of every sale is donated to the charity. The organisation is governed by a Board of Trustees chaired by Dr Clair Carson, with co-founders Dr Phil Cooper MBE and Ernie Benbow MBE, and is managed day-to-day by Charity Manager Steve Hull. It holds no external investment, is not a public company, and operates with a small team of 7 employees.

Name

State of Mind Sport

Legal name

State of Mind Sport

Website

https://stateofmindsport.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

State of Mind Sport is a UK-registered charity, founded 2011, that delivers mental fitness sessions, MHFA England training, and the Team Talks programme through ex-professional rugby league players to sports clubs, workplaces, educational institutions, and community groups.

Ownership category

akta.pro rank

Product category

Mental Health and Wellbeing Services

NAICS

Sports and Recreation Instruction (61162), Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Sports Psychology & Mental Performance Coaching (HSADAEAH)

akta.pro secondary industries

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), Behavior Change & Motivational Coaching (HSADAGAF), Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB)

Keywords

• Mental health training
• Workplace wellbeing programs
• Mental fitness education
• Mental health first aid
• Suicide prevention awareness

Headquarters

HQ city

St Helens/Warrington area

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Fundraising: Charitable donations received through JustGiving platform and other fundraising activities including running events and marathon places.
2. Mental Health First Aid Training: Delivers accredited MHFA England courses to businesses and organisations. Two-day courses train employees as Mental Health First Aiders.
3. Workplace Mental Fitness Sessions: Delivers mental fitness education sessions to businesses, organisations, and sports clubs on a booking basis.
4. Third Half Clothing Partnership: Partnership where 10% of every sale is donated directly to State of Mind Sport.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

State of Mind Sport delivers mental fitness education sessions and training programmes, primarily through ex-professional rugby league players who share their personal lived experience of mental health challenges. Core offerings include on-site Mental Fitness Sessions (45-50 minutes), accredited Mental Health First Aid (MHFA) England training, the season-long Team Talks programme, Start a Conversation mental health champions training, and the SET OF SIX curriculum, targeting workplaces, sports clubs, educational institutions, and community groups across the UK and Ireland.

Product overview

State of Mind Sport offers a portfolio of mental fitness services centered around its core Mental Fitness Sessions delivered by ex-professional rugby league players. The main offerings include Mental Health First Aid Training (accredited MHFA England courses), Team Talks (season-long programs for sports clubs and workplaces), Start a Conversation (mental health champions training), and SET OF SIX (six-module mental fitness curriculum). Supporting offerings include a Free E-Learning course developed with Meritec Limited, practical Mental Fitness Resources covering topics like sleep and resilience, and community Extra Time support groups. The organization also provides conference presentations and bespoke training programs. All services are delivered by former sports professionals with lived experience of mental health challenges, supported by a clinical team of trustees.

Differentiator

Problem solved

Functional benefit

Products and services

• Mental Fitness Sessions Approximately 45-50 minute presentation sessions delivered by two ex-professional rugby league players who share personal lived experience of mental health. Sessions address mood, depression, anxiety, suicidal ideation, and signs of alcohol and energy drink misuse, and are delivered to professional and amateur sports clubs, commercial organisations, public sector bodies, charities, schools, colleges, and universities.
• Mental Health First Aid (MHFA) Training Accredited Mental Health First Aid England courses delivered to organisations by State of Mind Sport's accredited Instructor Members. Training is evidence-based, developed with clinical practitioners, and certified Mental Health First Aiders (MHFAiders) receive three years of continuous support and exclusive benefits from MHFA England.
• Team Talks A season or year-long mental fitness project rolled out in sports clubs and workplaces that integrates mental fitness sessions into existing routines, provides confidential access to professional mental health support, and measures impact through surveys at initial, mid-season, and final stages.
• Start a Conversation (Mental Health Champions) Training programme to develop Mental Health Champions in workplaces who challenge stigma and encourage positive mental health, working alongside HR teams to create a positive mental health experience for all employees.
• SET OF SIX Six training modules covering mental fitness topics including Stress and Coping, Challenging Negative Thinking, Resilience and Life Balance, Mindfulness and Goal Setting, Managing Emotions, and Anger Management.
• Extra Time Men's Mental Fitness Group Weekly men's mental fitness support group meeting on Tuesdays at 6:30pm at the Halliwell Jones Stadium (Warrington Wolves) and Widnes Vikings Stadium, providing ongoing community-based mental fitness peer support.

Quantifiable outcome

• Bold Miners FC pilot: 100% found State of Mind Sport input useful, improved mental fitness, improved mental toughness, and improved performances
• +4 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Widnes Rugby League RefereescoreGTM or Marketing Partner · 1 January 2026Kit partnership providing match official kits for 2026-2028. State of Mind Sport supports referees who enable people to play the sport they love every weekend.
• Hopeful (Agency)supportingGTM or Marketing Partner · 1 January 2026Strategic media and marketing partner working on new content development for social media channels. State of Mind Sport presenters collaborated with Hopeful in Liverpool to create future content.
• West Park Rugby Union ClubcoreStrategic or Co-development Partner · 1 January 2025Team Talks programme participant in 2025/2026. Showed impressive outcomes with 86-90% positive results across all measures.
• Third Half ClothingcoreGTM or Marketing Partner · 1 January 2025Official partnership with premium rugby heritage clothing brand. 10% of every Third Half Co. sale is donated directly to State of Mind Sport. Founded by Billy Brown, former Gloucester Rugby Academy player.
• Bold Miners FCcoreStrategic or Co-development Partner · 1 January 2024Team Talks pilot project developed in 2024 with Bold Miners FC. Two teams participated in the pilot which achieved a National Positive Practice in Mental Health Award in 2025. Project demonstrated outstanding success with strong engagement.
• St Helens Rugby League Referee SocietycoreGTM or Marketing Partner · 1 January 2021Kit partnership providing match official kits bearing State of Mind branding. Ambassador Innes Arnold has been instrumental in maintaining the relationship. Partnership renewed for 2026.
• Rugby Football League (RFL)coreStrategic or Co-development PartnerRFL is a key partner in the rugby league ecosystem. State of Mind Sport delivers mental fitness sessions across professional and amateur clubs within the RFL structure.
• Mersey Care NHS Foundation TrustcoreStrategic or Co-development PartnerClinical partnership providing clinical oversight and development of presentations. Dr Allan Johnston works as Sports Psychiatrist and Trustee, and Will Stringer manages a CAMHS service for Mersey Care NHS Foundation Trust.
• Meritec LimitedsupportingTechnology or IntegrationPartnership to produce an online awareness e-learning course to complement sessions delivered by State of Mind Sport presenters.
• Widnes VikingscoreStrategic or Co-development PartnerExtra Time men's mental fitness group meets weekly at Widnes Vikings stadium. Charity supports the Masters Rugby League team and referees society.
• Warrington WolvescoreStrategic or Co-development PartnerExtra Time men's mental fitness group meets every Tuesday at 6:30pm at Halliwell Jones Stadium (WA2 7NE). Charity delivers sessions and supports club community initiatives.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mates in Mind: UK charity delivering mental health awareness and training programmes in workplaces, originally rooted in the construction sector; closely mirrors State of Mind Sport's workplace B2B MHFA and ambassador model.
• LooseHeadz: UK-based charity focused on mental health awareness in rugby, founded by former players; directly comparable mission, sport-specific delivery model, and lived-experience presenter approach.
• This Is Me (Lord Mayor's Appeal): Lord Mayor's Appeal initiative encouraging workplace mental health disclosure and champion schemes; directly comparable to State of Mind Sport's Start a Conversation / Mental Health Champions product.
• Tackle (Irish Mental Health in Sport): Irish rugby players' mental health charity delivering awareness sessions across clubs and schools; comparable sport-specific, lived-experience delivery model and similar session format.
• Campaign Against Living Miserably (CALM): UK charity focused on male mental health and suicide prevention with strong awareness campaigns; shares State of Mind Sport's male-skewed, lived-experience-oriented approach to stigma reduction.

Broad incumbents

• Mind: UK's largest mental health charity, offering workplace training and resources that overlap with State of Mind Sport's MHFA and workplace sessions, but at much greater scale and broader scope.
• Anxiety UK: UK charity providing information, support, and training around anxiety disorders; overlapping workplace training and awareness remit with State of Mind Sport.
• Samaritans: UK-wide mental health support charity referenced by State of Mind Sport for signposting; comparable mission and frequently co-promoted in SoM Sport's awareness materials.
• Heads Together: Royal Foundation mental health initiative tackling stigma across sport, workplace, and military; comparable mission around mental health in elite sport and serving armed forces.

Others

• Health Assured (EAP provider): UK employee assistance programme provider competing for the same corporate mental-health budgets as State of Mind Sport's workplace sessions; representative of scaled EAP competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/stateofmindsprt
• YouTubeyoutube.com/@StateofMind2011
• Facebookfacebook.com/stateofmindsport
• LinkedInlinkedin.com/company/state-of-mind-sport
• Instagraminstagram.com/stateofmindsport
• TikToktiktok.com/@stateofmindsport

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about State of Mind Sport