Cassie Patten
Olympic Medallist
Swimmer · Team GB
Ambassadors
Changing elite sport together.
Why Not I brings together athletes, coaches, psychologists, doctors, safeguarding professionals, performance practitioners and leaders who believe elite performance begins with understanding the human behind it.
More than ambassadors · Across elite sport
A collective shaping the future of elite performance — measured in breadth, not headcount.
These are not names lent to a brand. They are practitioners, athletes and leaders who actively believe elite sport must change how it understands, supports and develops people.
Each brings a distinct lens — the locker room, the treatment room, the coaching office, the safeguarding lead, the boardroom. Together they represent the full ecosystem behind modern performance.
Ambassadors30+
Sports12+
- 01Olympians
- 02International Athletes
- 03Professional Coaches
- 04Medical Professionals
- 05Psychologists
- 06Safeguarding Leaders
- 07Performance Staff
Featured ambassadors
The people behind the movement.
Filter by discipline or sport to explore the collective shaping Why Not I.
Jacob Brown
Professional Footballer
Portsmouth FC · Championship
Asher Opoku
Professional Rugby Player
Sale Sharks · Premiership
Perri Shakes-Drayton
Athletics
GB & England International
Hannah Shaw
Commonwealth Medallist
GB International
Kayne Henry
Professional Basketball Player
GB & England International
Kaiyem Cleary
Professional Basketball Player
GB Senior International
Mark Hughes
Professional Basketball Player
Spain ACB League
Archie Salisbury
Professional Ice Hockey Player
GB Senior International
Naim Zuill
Elite Youth Footballer
Bolton Wanderers U16/U18
Kelvin Clement
GB Junior International
England Junior International
Troy Culley
Professional Basketball Coach
Germany Pro A
Isaac Mourier
Head of Performance Nutrition
Orlando Magic · NBA
Andy Bowly
Head of Inclusion, Safeguarding & Wellbeing
British Judo
Stephanie Allen
Safeguarding & Wellbeing Officer
Crystal Palace FC
Ricardo Catumbela
Doctor
FA Wales
Nekoda Smythe-Davis
Team GB Olympian
2014 Commonwealth & British Champion
Alice Dearing
Team GB Olympian
10km World Junior Open Water Champion
Cheridene Green
Professional Basketball Player
GB Senior International
Jasmine Brown
Professional Netballer
England Vitality Roses
Dylan Ennis
Professional Basketball Player
UCAM Murcia · Spain ACB
Matthew Goodwin
Professional Basketball Player
London Lions · EuroCup
Danny Williams
Director of Culture & Integrity
British Rowing
Nurí Seyedagha-Calderón
Health & Wellbeing Coordinator
Aston Villa FC
Shanice Beckford-Norton
Professional Basketball Player
GB Senior International
Kofi Josephs
Professional Basketball Player
GB Senior International
Built for elite environments
Privacy · Governance · Trust
Athlete-controlled sharing
Private by default. Athletes choose what becomes signal.
Role-appropriate access
The right people see the right level — never personal content.
Responsible data governance
Handled with the discretion elite environments require.
Behavioural, not clinical
Structured performance context — not diagnostic data.
For organisations
Bring the human state into focus.
See how Why Not I helps elite sporting organisations turn behavioural insight into stronger conversations, sharper decisions and more resilient performance.
Why they believe
In their own words.
The mental side of sport deserves the same infrastructure as the physical.
Cassie Patten
Olympic Medallist · Swimming
The best performance systems understand the person first.
Hannah Shaw
Commonwealth Medallist · Basketball
The platform provided a way in for player conversations.
Troy Culley
Professional Basketball Coach · Basketball
Safeguarding is the foundation, not the afterthought.
Andy Bowly
Head of Inclusion, Safeguarding & Wellbeing · Judo
Better conversations create better outcomes.
Ricardo Catumbela
Doctor · Football
Safeguarding must sit at the centre of elite performance systems.
Danny Williams
Director of Culture & Integrity · Rowing
Elite sport measures everything except the human behind performance.
Kofi Josephs
Professional Basketball Player · Basketball
Using the platform at the start and end of every day makes me come back to reality and check in with my mental state.
Naim Zuill
Elite Youth Footballer · Bolton Wanderers
The platform flagged that a player wanted to talk, and it helped create a really positive conversation. It removes the pressure of initiating difficult conversations, especially for younger players who may struggle to speak up.
Troy Culley
Assistant Coach · Professional basketball team
Using the platform daily has helped me become more aware of my feelings and confidence levels. It's helped me reflect, track progress, and recognise patterns in my mood over time.
Kelvin Clement
GB Junior International · Basketball
The daily check-ins and journaling help build awareness around mindset and mental state over time.
Kaiyem Cleary
GB Senior International · Basketball
I enjoy using the platform because it keeps me honest and consistent within my day-to-day routines, pushing me towards reaching my maximum potential.
Archie Salisbury
GB U20 Captain · Ice Hockey
The mental health app helped me stay mindful and intentional throughout a long and demanding season, bringing greater awareness and focus to my mental wellbeing every day.
Mark Hughes
Professional Basketball Player · Spain ACB
The mental side of sport deserves the same infrastructure as the physical.
Cassie Patten
Olympic Medallist · Swimming
The best performance systems understand the person first.
Hannah Shaw
Commonwealth Medallist · Basketball
The platform provided a way in for player conversations.
Troy Culley
Professional Basketball Coach · Basketball
Safeguarding is the foundation, not the afterthought.
Andy Bowly
Head of Inclusion, Safeguarding & Wellbeing · Judo
Better conversations create better outcomes.
Ricardo Catumbela
Doctor · Football
Safeguarding must sit at the centre of elite performance systems.
Danny Williams
Director of Culture & Integrity · Rowing
Elite sport measures everything except the human behind performance.
Kofi Josephs
Professional Basketball Player · Basketball
Using the platform at the start and end of every day makes me come back to reality and check in with my mental state.
Naim Zuill
Elite Youth Footballer · Bolton Wanderers
The platform flagged that a player wanted to talk, and it helped create a really positive conversation. It removes the pressure of initiating difficult conversations, especially for younger players who may struggle to speak up.
Troy Culley
Assistant Coach · Professional basketball team
Using the platform daily has helped me become more aware of my feelings and confidence levels. It's helped me reflect, track progress, and recognise patterns in my mood over time.
Kelvin Clement
GB Junior International · Basketball
The daily check-ins and journaling help build awareness around mindset and mental state over time.
Kaiyem Cleary
GB Senior International · Basketball
I enjoy using the platform because it keeps me honest and consistent within my day-to-day routines, pushing me towards reaching my maximum potential.
Archie Salisbury
GB U20 Captain · Ice Hockey
The mental health app helped me stay mindful and intentional throughout a long and demanding season, bringing greater awareness and focus to my mental wellbeing every day.
Mark Hughes
Professional Basketball Player · Spain ACB
More than athletes
Shaped by the entire elite performance ecosystem.
Why Not I is built with — and for — everyone who touches high performance.
01
Professional Athletes
Active competitors across football, basketball, rugby, ice hockey and more.
02
Olympians
Medallists and international representatives at the highest level.
03
Doctors
Clinicians working inside national teams and professional environments.
04
Psychologists
Clinical and sport psychologists shaping how support is delivered.
05
Safeguarding Leaders
Practitioners embedding safeguarding into elite performance culture.
06
Performance Coaches
Coaches at professional clubs and international programmes.
07
Sports Scientists
Nutrition, physiology and recovery leaders across elite sport.
08
Executives
Leadership from clubs, federations and performance organisations.
Join the movement
A global community redefining elite performance.
Whether you're an athlete, practitioner, coach or organisation, we're building a global community committed to redefining how elite sport understands performance.