Nike’s Mental Fitness Coach Set to Headline Global Marketing Summit
Nike is set to spotlight mental wellness in marketing with Maya Raichoora, its first-ever Mental Fitness Coach, headlining the GREENHOUSE 2025 conference in Jersey. Scheduled for Saturday, October 11, 2025, at The Freedom Centre, Raichoora’s keynote, “Building The Champion Mindset,” aims to provide practical strategies for enhancing focus, performance, and business growth.
Maya Raichoora: Nike’s First Mental Fitness Coach
A leading expert in mental fitness and visualization, Raichoora has worked with elite athletes and top CEOs to help individuals and teams think, feel, and perform like the top 1%. She is also the author of Visualise (Penguin Random House, 2025) and has been featured at events like Wilderness Festival, where she led immersive group mental fitness sessions.
Nike Mind Sets: A Shift in Brand Strategy
Raichoora’s involvement aligns with Nike’s broader initiative, Nike Mind Sets, which emphasizes mental well-being over performance. This movement series encourages individuals to focus on how they feel rather than what they achieve, aiming to destigmatize mental health discussions and promote mindful movement. The program includes curated movement sessions, expert content, and experiences accessible through Nike’s ecosystem, including the Nike app, Nike Training Club, and Nike Run Club.
GREENHOUSE 2025: A Platform for Growth and Innovation
Now in its fourth year, GREENHOUSE 2025 brings world-class expertise to Jersey, offering insights typically accessible only at major international conferences. In addition to Raichoora, the event features branding strategist Sara Marshall, email marketing expert Kennedy, and TikTok content creator Michelle Haslam. Attendees will also have the opportunity to participate in interactive workshops led by local professionals, focusing on brand strategy, team building, and social media expertise.
GREENHOUSE 2025 aims to inspire local businesses and students by providing access to global insights and fostering collaboration and growth.
Nike’s Mental Fitness Coach: Case Studies in Action
Nike’s appointment of Maya Raichoora as its first-ever Mental Fitness Coach marks a significant evolution in the brand’s approach to holistic athlete development. Raichoora’s expertise in mental fitness and visualization has been instrumental in shaping Nike’s initiatives that prioritize mental well-being alongside physical performance.
1. Nike Mind Sets: A Movement Series Designed for the Mind
Nike Mind Sets is a program that emphasizes mental well-being through mindful movement. Unlike traditional fitness regimens that focus solely on physical achievement, Mind Sets encourages individuals to move in ways that feel good for their mental health. The program offers curated movement sessions, expert content, and experiences aimed at destigmatizing mental health discussions.
Key Outcomes:
- Holistic Approach: Mind Sets integrates movement with mindfulness, nutrition, rest, and connection, aligning with Nike’s broader commitment to holistic fitness. (Nike)
- Community Engagement: The program fosters a sense of community among participants, encouraging open conversations about mental well-being.
- Brand Evolution: Mind Sets represents a shift from Nike’s traditional “Just Do It” mantra to a more inclusive message of “How are you feeling?” (Adweek)
2. Maya Raichoora’s Workshops: Bridging Mental Fitness and Performance
Raichoora has conducted workshops aimed at enhancing mental resilience and performance through visualization techniques. For instance, she hosted a mental fitness workshop at RunTown Oxford Circus, focusing on unlocking race-day mindset for athletes. These sessions are designed to help participants build mental stamina and perform at their best.
Workshop Highlights:
- Visualization Techniques: Participants learn methods to mentally prepare for challenges and optimize performance.
- Athlete-Centric Approach: The workshops are tailored to meet the specific needs of athletes, emphasizing the importance of mental preparation in competitive settings.
3. Integration with Nike’s Digital Platforms
The principles of mental fitness have been integrated into Nike’s digital platforms, such as the Nike Training Club app. By offering content that focuses on mental well-being, Nike provides users with tools to enhance both physical and mental health.
Digital Integration Benefits:
- Accessibility: Users can access mental fitness content anytime, promoting consistent practice.
- Comprehensive Wellness: The integration supports Nike’s vision of holistic fitness, addressing both body and mind.
Through these initiatives, Nike demonstrates a commitment to redefining athletic excellence by incorporating mental fitness into its core philosophy. By prioritizing mental well-being, Nike not only supports the holistic development of athletes but also sets a precedent for the sports industry at large.