AthletesTogether today announced its rebrand to Athlura, marking a new chapter for the company as it continues its mission to improve athlete mental health, wellness, and performance.
While the name and brand identity have evolved, the company's mission remains unchanged: to make personalized mental performance and wellness support more accessible to athletes and help reduce the stigma surrounding mental health in sports.
The name Athlura reflects three core principles behind the company's approach: Curated, Neural, and Courage. Curated represents Athlura's commitment to delivering personalized, gamified experiences designed around each athlete. Neural reflects the focus on strengthening the mental skills and cognitive capacity that contribute to performance. Courage represents the belief that taking meaningful steps toward mental wellness is a strength, both in sport and in life.
"We created this company because we noticed how many athletes were not getting the adequate support, and we wanted to be the change that fixed that," said John Armistead, Co-Founder of Athlura. "Our mission from day one has always been to improve athlete mental health and reduce the stigma that surrounds it. We believe this change is another step in that direction and begins to properly reflect the innovation-centric focus we've had while building this company."
Athlura will continue building tools that help athletes proactively develop their mental skills, improve their overall well-being, and bring the same intentionality to their mental game that they bring to physical training.
The rebrand introduces a new name while the existing app, features, and visual identity remain unchanged. Athlura also plans to introduce a major new feature in the coming weeks as it continues to expand its platform.
About Athlura: Athlura is a mental performance and wellness platform built to help athletes strengthen their mindset, improve their well-being, and perform at their best. Founded by former collegiate athletes, Athlura combines personalized, gamified experiences with evidence-informed mental skills tools to make proactive mental wellness more accessible across sport.
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