At athletenow©, we believe athletes deserve confidence in the support they choose.
Finding the right practitioner or facility can play an important role in an athlete’s health, wellbeing and performance, yet knowing who to trust isn’t always straightforward. At the same time, many highly skilled professionals and facilities struggle to showcase their expertise and connect with the athletes they are best placed to support.
That’s why we created athletenow©.
Every professional member is verified against our published membership requirements, helping athletes make more informed decisions and giving practitioners a trusted place to showcase their expertise.
Whether you’re looking for support, growing your professional profile, or searching for the right facility, our aim is simple: to make trusted connections easier, raise standards across the sports industry, and help more people achieve their goals
together.
Quick Facts
We are raising standards across sport by connecting athletes with trusted, verified support.
- Verified practitioners and sports facilities
- Any sport and any level
- Join a growing community of athletes from >55 sports using athletenow© to find their support
- Trusted by leading industry partners
- Free for athletes to search, sign up and access resources.
- No commission or charges on any messages or connections
- Built on Quality, Integrity and Transparency
- Founded in 2023
Our Story
Every great idea begins with a problem worth solving, and athletenow© was no different.
Founded in 2023 by Nicole Booth and Holly Calvert, athletenow© began with a conversation on the journey home from an industry CPD course. Over several weeks, discussions had repeatedly returned to the same frustration: why was it so difficult for athletes to find trusted practitioners and facilities in one place?
As professionals working within sport, we searched for a directory that brought together experts across sports science, sports medicine, sports therapy and performance support. What we found were individual professional registers, governing body listings and organisation-specific directories, but nothing that allowed athletes from any sport or level to confidently search for the people, places and services they needed in one trusted location.
More importantly, there was no platform that offered athletes reassurance that the professionals they found had met recognised standards. Too often, athletes were left relying on recommendations, social media or internet searches without knowing whether someone had the appropriate qualifications, experience or professional credentials. At the same time, many exceptional practitioners and facilities were being overlooked simply because they lacked the visibility or marketing reach of others.
By the end of that journey home, one question had become a decision.
The platform didn’t exist, so we would build one
Before building a site, we wanted to understand whether others shared the same frustrations. We carried out market research with athletes, practitioners and service providers to explore the challenges they faced, what they wanted from a platform, and what would help them trust it. As responses began to arrive, it quickly became clear that we weren’t alone. Athletes wanted confidence in who they were choosing to support them, while practitioners wanted a professional platform that recognised expertise rather than simply rewarding visibility.
Built on the principles of quality, integrity and transparency, athletenow© was created to bridge that gap. Our aim was to develop an independent platform where athletes could search with confidence, practitioners and facilities could showcase their expertise, and meaningful connections could be made without barriers or commission.
Shortly after launching, Dr Steve Ingham joined the team, having independently recognised many of the same challenges within the sports industry and been exploring similar ways to improve access to trusted support. In 2026, the team was further strengthened by Jade Jay, whose expertise in branding and communications has helped shape the athletenow© brand while supporting members to strengthen their own visibility and professional presence.
Today, athletenow© continues to grow as a trusted platform serving athletes, practitioners, facilities and organisations across the sporting community. While the platform has evolved, our purpose remains the same as it was on that drive home: to make trusted support easier to find and to help raise standards across sport for everyone.
Our Mission
Helping athletes find trusted support with confidence.
We make it easier for athletes to connect with verified practitioners and facilities through a trusted, independent platform. We support athletes in making informed decisions while helping practitioners and facilities showcase their expertise, build meaningful connections and grow their impact.
Our Vission
Raising standards across the sporting community.
We are building a platform where every athlete can confidently access trusted and quality support; regardless of their sport or level. By connecting athletes, practitioners, facilities and organisations, we aim to make expertise more accessible and strengthen collaboration across the sporting community
Our Values
Quality, Integrity, Transparency
Everything we do is guided by our commitment to quality, integrity and transparency. From our verification process to the way we support our members, these values shape every decision we make and help us to build a trusted platform for the sporting community.
Trusted By The Sporting Community
We’re proud to work alongside organisations that share our commitment to raising standards across the sporting community. Together, we’re helping athletes, practitioners and facilities access trusted resources, exclusive member benefits and opportunities for professional development. Check out our partners page to learn more about the organisations we work with and how they’re supporting the athletenow© community.
Meet the Team
Nicole Booth
Co-Founder & Operations, Platform & Partnerships Director
Nicole is a strength & conditioning coach (ASCC) and sports scientist, who also works as a lecturer and researcher. She has over two decades of experience across sport, coaching and performance from grass roots to elite competitors. She is passionate about building a trusted and accessible platform into an eco-system for athletes, practitioners and industry organisations to thrive together.
Holly Calvert
Co-Founder & Communications & Community Director
Holly is an athlete performance lifestyle advisor, sports massage therapist and former professional golfer who competed on the LET Access Series. Bringing her experience as both an athlete and practitioner to athletenow©, she is passionate about supporting athletes beyond performance, building meaningful connections and helping practitioners share their expertise through a trusted community.
Steve Ingham
Strategic Director
Dr Steve Ingham is one of the UK’s leading performance scientists, with decades of experience supporting Olympic, Paralympic and professional athletes, teams and organisations. He has helped to shape the long-term direction of athletenow© , ensuring the platform continues to champion high quality, integrity and professional standards.
Jade Jay
Branding, creative direction, visual identity
Jade is an experienced brand designer with over 15 years’ experience creating distinctive brands across the lifestyle, wellness and product sectors. She leads the athletenow© brand while helping members strengthen their branding, marketing and visibility through thoughtful design and strategic creative support.