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Our Story

made with athletes in mind

Our Story: Driven by Expertise, United by Vision

At athletenow, our story is deeply personal, born from the real-world experiences of individuals passionate about elevating the standards within the sports industry. We’re not a faceless corporation; we’re a team of dedicated professionals who’ve seen firsthand the need for a trusted connection between athletes and qualified experts.

Our journey began with a shared recognition of a significant gap: the challenge athletes face in finding rigorously vetted professionals in sports science, medicine, and therapy, and the need for those professionals to effectively showcase their expertise. This realisation sparked a collaboration fueled by complementary skills and a unified vision.

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Holly Calvert

Co-Founder & Director of athletenow
A professional golfer on the LETAS tour and experienced practitioner, Holly brings a unique dual perspective to athletenow. Her roles as a Player Care Officer at Blackburn Rovers, Lifestyle Advisor for TASS at the University of Lancashire, and years as a sports massage therapist give her invaluable insights into the needs of both athletes and professionals. This deep understanding drives her leadership in external communications and athlete community engagement, ensuring our platform truly is ‘made with athletes in mind’.

Nicole Booth

Co Founder & Director of athletenow
Nicole Booth is a UKSCA accredited Strength & Conditioning Coach (ASCC), ISPAS accredited performance analyst, and sports coach. She currently serves as a Sports Science lecturer and the Strength and Conditioning Lead for TASS athletes at the University of Central Lancashire (UCLan). Her experience includes working with several rugby clubs, academy players, and national governing bodies such as Paddle UK, GB Climbing, and British Weightlifting. Nicole combines academic rigour, extensive industry experience, and business acumen to support the development and maintenance of the athletenow platform.
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Steve Ingham

Director of athletenow
Dr. Steve Ingham’s distinguished career at the forefront of sports science delivery, performance coaching, and leading high-performance teams brings unparalleled credibility and a steadfast commitment to quality standards to athletenow. As the Director of Supporting Champions, Steve’s expertise ensures that the platform rigorously vets listed professionals, maintaining the highest industry benchmarks. His deep understanding of what constitutes excellence in sports science and medicine provides Athlete Now with the assurance that only the most qualified practitioners are featured, building trust and confidence within the athlete community.

United By A Shared Purpose

The convergence of Nicole’s academic rigor and athlete performance support, Holly’s empathetic understanding of the athlete and practitioner worlds, and Steve’s unwavering dedication to quality and high performance has forged athletenow into a platform built on trust, expertise, and a genuine desire to elevate the entire sports industry. We are united by our shared values of quality, integrity, and transparency, and we are committed to making it easier for athletes to connect with the right professionals to achieve their goals – together.

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