Informed Partners with Athlete Now to Strengthen Clean Sport and Athlete Protection

24 September 2025

INFORMED is delighted to announce that it has teamed up Athlete Now, a platform dedicated to connecting athletes with trusted resources to support their performance and wellbeing. This collaboration reinforces both organisations’ shared mission: to protect athletes by ensuring they have access to safer, high-quality sports nutrition products that are tested for banned substances. This initiative is part of our ongoing engagement work with key stakeholders in the industry to build stronger protection for athletes worldwide.

Informed Sport provides independent, globally recognized certification that supplements have been manufactured to the highest standards and rigorously tested in a world-class laboratory. By partnering with Athlete Now, this assurance will now be more accessible to UK athletes at every level, helping them make informed choices about the products they use to fuel their performance.

“At its core, Athlete Now empowers athletes to find trusted support anytime, anywhere, while enabling practitioners to showcase their expertise and connect directly with those who need them most. We're excited to be working with Informed Sport, as we strongly align on the importance of quality, integrity, and safeguarding athlete wellbeing,” said Holly Calvert, Co-Founder, Athlete Now.

The partnership will make it easier for athletes to identify safer choices and avoid inadvertent doping risks. Together, both organizations aim to provide peace of mind and protect athletes' careers, while promoting clean competition across sports globally.

“Athletes need confidence that the supplements they choose are safer, effective, and tested for banned substances. Our partnership with Athlete Now helps extend this trust further, providing athletes with the tools and information they need to compete with integrity. Through educational information and easy access to certified products, athletes will be able to make informed choices,” said Jon Murthy, Head of Global Marketing, Informed Sport.

About Athlete Now

Athlete Now is an exclusive sports directory co-founded by Holly Calvert (Professional Golfer), Nicole Booth (Sports Science Lecturer & Strength & Conditioning Coach), and Dr. Steve Ingham (former Olympic GB Sports Scientist).

Launched in July 2023, Athlete Now was created to help athletes access trusted, verified practitioners on the move - providing instant connections to qualified experts in strength and conditioning, coaching, psychology, nutrition, therapy, and more. Athletes can join the platform free of charge, gaining access to a growing community of credible support tailored to their sporting journey.

The network already includes 300+ athletes and 100s of practitioners, supported further by the 400+ accredited professionals within Dr Steve Ingham’s Support Champions community. Members range from grassroots competitors to Olympians - all seeking meaningful, credible connections to elevate performance, wellbeing, and career progression.

Practitioners and facilities can join through two tailored memberships:

• Foundation Membership – designed to give practitioners at all levels, as well as smaller clubs and grassroots facilities, access to visibility, resources, and a supportive verified network.
• Professional Membership – built for elite practitioners and larger facilities, offering enhanced visibility and benefits such as the ability for facilities to enrol up to five of their own practitioners free of charge.

To learn more about our newest partnership and Athlete Now, visit their website at the link below

LEARN MORE HERE!