Bolton Wanderers have launched a free mental health support initiative for their fans, players and staff through a partnership with the digital wellbeing platform InsideOut. The service was highlighted during the club's World Mental Health Day home match against Stoke City, a fixture which ended in a 1-2 defeat.
This makes Bolton one of the first clubs in the English Football League to offer such comprehensive, free support. The partnership provides all supporters aged 18 and over with constant access to the NHS-approved InsideOut platform. It features evidence-based tools and a conversational coach named Remi, designed to help users manage stress, anxiety and low mood using clinically recognised approaches like cognitive behavioural therapy.
Promoting the platform
The initiative was promoted at the Stoke match through stadium announcements, QR codes around the University of Bolton Stadium, and information in the matchday programme. Two members of the InsideOut team were also in attendance to engage directly with supporters. These QR codes will remain in place for future home fixtures, offering a permanent gateway to the service.
Danielle Heap, the Group Head of People at Bolton Wanderers, said the move shows the club's community role. "Football clubs sit at the heart of their communities," she stated. Laura Stembridge, founder and CEO of InsideOut, echoed this sentiment. "Football is about community, connection and supporting each other through both the highs and the difficult moments in life," she said.
A wider campaign for wellbeing
The activation is part of a wider campaign called 'Let the InsideOut', which aims to reduce stigma around mental health and encourage open conversations. The club specifically hopes to reach male fans, who are statistically less likely to seek support despite high rates of mental health challenges. The reminder of available help comes as the team builds on-field momentum, having secured a win in their last outing. That victory was a 1-3 win at Wolves, with goals from Atsuki Ito, Sam Dalby, and Josh Sheehan. The team's recent form shows three wins and two defeats from their last five matches, leaving them 14th in the Championship with 13 points from 10 games, having scored 15 goals and conceded 18. They are 10 points behind the league leaders, Swansea. Their top scorer this season is Sam Dalby with four goals.
With their next Championship fixture an away trip to face Southampton on Saturday 17 October, the club continues to blend its sporting ambitions with off-field community responsibility. Southampton currently sit 8th in the table. The free InsideOut support remains available to the Bolton community whenever it is needed, with the physical prompts at the stadium ensuring visibility for the long term.
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