Simone Biles “expected a lot more backlash” after taking herself out of the Olympic team final. She got love, support—and a lot of offers from mental healthcare brands, a burgeoning market.
, which embraced her as a leader who took care of herself. Other athletes praised her bravery. And her previously undefined post-Olympic plans suddenly had a glaringly obvious focus: mental health.
As it tries to market itself to more prospective patients, providers and health plans, founder and chief executive Kyle Robertson hopes that having Biles will be one way it can set itself apart. “Like everyone at first, I was just confused,” he said. “As she began communicating what was happening and that it was a mental thing and not a physical thing necessarily…that really resonated with me personally because I’ve dealt with things myself where it’s hard to explain. And you don’t really feel comfortable explaining why you didn’t do something if it is mental, because you’re worried about people reacting in a certain way.
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