Erik Berg joins PlayWellMinds

Former national team player and Allsvenskan profile Erik Berg is joining the Swedish startup PlayWellMinds, on a mission to  change how young people strengthen their mental strength and resilience, preventatively.

PlayWellMinds is creating a new category in proactive mental fitness for young people.  Through a combination of the proprietary PlayWell7 program, a seven-step methodology and structured lesson plan, and digital app, PlayWellMinds teaches young people mental training through reflection and practical exercises, with repetition over time. It aims to give young people tools to handle pressure, build self-confidence, and perform better both in sports and at school. It’s like "Duolingo" but for mental health (short, fun and rewarding lessons practiced consistently over time).

"During my career, I learned how crucial mental training is, both for performance and overall well-being. But I really only learned these methods and tools once I was playing at an elite level.  What really got me interested in PlayWellMinds is the way they have made these same tools accessible and meaningful to young people – all young people – as it works equally well in both sports and in school,”  says Erik Berg.

The background to the initiative is the global challenge surrounding youth mental health.  Research shows that a large proportion of lifelong mental illnesses begin already in the teenage years, yet there is a complete gap in the market when it comes to proactive solutions that help build their mental muscles. 

“This is not just about sports performance. These are life skills that will help young people manage inevitable setbacks and difficult situations in better ways,  and help them  to reach their own potential.  Being able to give young people these tools feels incredibly meaningful, “ says Erik Berg. 

In his role, Erik Berg will work to support PlayWellMinds' growth through developing strategic partnerships and increased presence. 

"Erik has a unique combination of experience from elite sports, strong credibility, passion, and a broad network. He will play an important role in establishing Teen Mental Fitness on a broad scale ," says Henrik Cronebäck, CEO of PlayWellMinds.

To date, PlayWellMinds has worked with young people in Sweden, France, and the USA, with extremely strong response from the teenagers:

• 90% say the overall experience with the program and app has been good / very good

• 77% feel that the program and app have a positive impact on their mental health

The initiative is now attracting international interest, and the company is actively working on expansion in the USA, among other countries.