We sit down with Will Foden, former Doncaster Knights rugby player and founder of Built for Pressure, to discuss his journey from professional sport to coaching high-performance individuals.

Will opens up about the realities of stepping away from elite rugby, the challenges of finding a new purpose, a new identity, and how he turned his passion for resilience and mental toughness into a business. Now, through Built for Pressure, he works with athletes, professionals, and teams to help them handle stress, perform under pressure, and maximise their potential.

Key Takeaways:

· Thriving under pressure

· Transitioning with purpose

· Lessons from the game

· Building something bigger

About the hosts

James Rule, Co-Founder of ATA, is a seasoned leadership coach and former professional rugby player with extensive experience in high-performance sports management. Having held CEO roles at Super League clubs and senior positions in major sporting organisations, he understands the pressures of transitioning beyond elite competition. A passionate advocate for athlete development, James drives ATA’s mission to provide structured, research-driven support, ensuring athletes are equipped for long-term success beyond the game.

Karl Birch, Co-Founder of ATA, is a former rugby player turned coach, mentor, and leadership specialist. With over a decade in medical sales, where he led a team, he combines industry expertise with a deep understanding of the athlete mindset to help athletes transition into meaningful careers beyond sport. Passionate about early preparation and proactive career planning, he has guided former athletes through transition, ensuring they step confidently into their next chapter

If Will’s insights resonated with you, here are a few more episodes you won’t want to miss:

Gareth Steenson

Alex Tait

Connect and Contact

Website:

www.athletetransitionaccelerator.com

LinkedIn:

Athlete Transition Accelerator: https://www.linkedin.com/company/athlete-transition-accelerator/

James Rule: https://www.linkedin.com/in/james-rule-77255520/

Karl Birch: linkedin.com/in/karlbbirch10

Instagram:

@ataccelerator https://www.instagram.com/ataccelerator

Email:

support@athletetransitionaccelerator.com

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