Putting the Person First: Redesigning Athlete Support with the Hurd Awards

Our Shared Mission

When the institutional support of a college program disappears, most athletes experience a sudden and overwhelming set of new pressures to manage. 

The financial burden alone can be crushing. Without adequate support, even the most talented athletes can find themselves overwhelmed, having to focus more on planning, paychecks, and logistics than the sport they love. The constant pressure of funding a new professional career fuels cycles of stress and burnout, and professional careers may be cut short, with players not truly given a fair chance to prove themselves. 

The next generation of professionals deserve better. Through our partnership with The Universal Tennis Foundation, we are giving athletes the opportunity to focus on their sport, not financial burdens, during this critical period of transition. 

More Than Financial Support

While financial relief is critical, so is equipping athletes with the mental, emotional, and physical tools to navigate this transition. When athletes are supported as whole people, not just as competitors, they are far better positioned to build sustainable success. 

It is no secret that the constant pressure of funding a professional career can take a serious toll on mental health, fueling anxiety, self-doubt, and chronic stress. It can shake even the most talented athlete's confidence and sense of identity, leading to burnout and rushed decisions. Addressing that side of the transition is just as important as addressing the financial one.

That's why, as part of the Hurd Awards, winners are given the opportunity to dive into The Person First's online curriculum, designed to help them manage their energy, strengthen whole-person well-being, and build the habits and mindset needed for sustainable high performance. 

Our online programs are based on 30+ years of applied research by world-renowned Performance Psychologist Dr. Jim Loehr and give athletes the tools to align who they are on the inside with how they show up in the world. Dr. Loehr's work has shaped some of the greatest performers in sport, including Novak Djokovic, who has attributed much of his success and sustainability on tour to his work with Dr. Loehr. 

Novak shares that working with Dr. Jim Loehr completely redesigned the way he viewed himself and his career by grounding himself in the simple question: “How would you like people to remember you?” Novak shares that, “It's not only about yourself, what you do, achievements, fame, and money…. It's really about how you make your mark in the world. What's the legacy? What do you leave behind or how do people benefit from you?” (Jay Shetty Podcast)

For newcomers on the professional tour, learning practices of self-reflection, self-care, and grounding themselves in their values and purpose, they will truly be able to build long lasting, successful careers.

Putting the Person First

To Reese, Michael, Anne Christine, and Trevor, and to every person navigating a pivotal moment in life’s journey, we see you and we're rooting for you. We truly believe that when you put your whole-self first – when you take care of yourself, stay true to your values, and keep your purpose clear, there’s no limit on how far you can go.