UK Sport, the government agency responsible for funding and supporting Olympic and Paralympic high-performance in the United Kingdom, has launched the Athlete Creator Club, a pilot programme designed to help athletes strengthen their visibility, increase their social media following and improve their connection with fans through consistent, creative and authentic digital content.

The Athlete Creator Club, developed in partnership with creative agency Weirdo, aims to equip athletes to tell their stories in their own voice and overcome barriers such as lack of time, technical experience or social media expertise. Participants will be supported by a dedicated creative team and have access to “The Playbook”, a practical guide on using digital platforms safely and effectively.

In this first phase, six Olympic and Paralympic athletes have been selected: Liam Kirk (ice hockey), Ruth Mwandumba (sport shooting), Phoebe Paterson-Pine (Para archery), Abi Martin (artistic gymnastics), Emily Campbell (weightlifting) and Zac Shaw (Para athletics).

Stories of balancing motherhood and sport

Each athlete brings a unique perspective to the project. Mwandumba, an international shooter and mother of twin girls, highlighted: “This project will allow me to showcase the balance between motherhood and professional sport, while promoting diversity in shooting, which is something very important to me.”

Kirk, the first player born and trained in England to be drafted by an NHL team, added: “I hope this initiative will help me grow as a content creator and better share my journey in ice hockey, both on and off the rink.”

Mental health, diversity and new audiences

Gymnast Martin has used her social media presence to talk about mental health, sharing her experiences with so-called ‘mental blocks’. “There are always other athletes going through the same thing; you are never alone,” she posted. For her, the Athlete Creator Club is “an opportunity to show more of my life both inside and outside the gym and inspire the younger generation.”

European weightlifting champion Campbell sees the initiative as a way to expand the reach of her discipline. “I also hope to connect with lifestyle and entertainment audiences,” she explained. For Paralympic sprinter Shaw, the goal is to make the most of creative support to explore new ways of communicating and reaching fans beyond athletics.

A strategic approach for British sport

Simon Morton, Director of Events and External Affairs at UK Sport, underlined: “We support more than 1,000 athletes who inspire the British public, but their reach often declines between Games. The Athlete Creator Club will allow us to test how to transform that following and build a longer-term connection with fans.”

The Athlete Creator Club forms part of a broader transformation plan that aims to create a sustainable future for British Olympic and Paralympic sport. Alongside digital innovation, this includes new strategies in data, fan engagement and the hosting of major sporting events.

The experience of these six athletes will serve as a reference for extending the programme to all athletes funded by UK Sport, ensuring their achievements, both on and off the field of play, reach a wider audience.