Human-led wellbeing service huddleUp has partnered with Leicestershire County Cricket Club (LCCC) to launch Boundaries, a new initiative designed to provide accessible mental health and wellbeing support to players, members, families and the wider cricket community.

The launch comes at a time when mental health challenges in cricket are under increasing focus, with Professional Cricketers’ Association (PCA) data showing that 49% of professional players who sought support in 2023 reported anxiety as their primary concern – more than double the rate seen in professional football.

Delivered in collaboration with Northamptonshire-based huddleUp, Boundaries offers a simple and confidential way for individuals connected to the club to access real, human support when they need it most. This includes direct access to trained support through a dedicated email address, connecting individuals with a real person who will listen, support and guide them towards the right help without judgement. In addition to immediate support, users will also benefit from priority access to a range of wellbeing services including counselling, therapy and fitness support at discounted rates.

The initiative has been made possible through the support of JTR Collections and S&S Flooring, whose sponsorship enables the service to be delivered at no cost to the club and its community.

The partnership also brings together four lifelong friends from Northamptonshire – huddleUp founders Adam Franklin and Conner Botterill, Michael Line from JTR Collections, and Richard Swann from S&S Flooring – who all share a passion for making mental health support more accessible, particularly within sport and workplaces.

Charlie Bannister, Head of Commercial at LCCC, said: “We’re proud to launch Boundaries as a new wellbeing support framework designed to support players, members, families and the wider cricket community.

“Delivered in partnership with huddleUp, Boundaries provides access to real, human-led support for anyone who may be struggling – whether that’s mental health, personal challenges, or simply needing someone to talk to.

“We’re incredibly grateful to JTR Collections and S&S Flooring for their backing, which has made it possible to deliver this initiative at no cost to the club or its community. Ultimately, our aim is to create an environment where people feel supported, heard and never alone – both on and off the field.”

Conner Botterill added: “Cricket clubs sit at the heart of their communities and Boundaries is about strengthening that even further. Not everything needs fixing, but people do need somewhere to go when things feel tough. That’s what this is here for.

“Collectively, we are four lads who’ve grown up together, now in a position to give something back. If we can help even a handful of people feel more comfortable speaking up or reaching out, it’s worth it.”

Michael Line, Managing Director at JTR Collections, said: “We’ve seen first-hand how important it is to have the right support in place. Being able to bring something like this into a club and community setting is something we’re really proud to be part of.”

Richard Swann, Founding Director at S&S Flooring, added: “Mental health affects everyone, whether we talk about it or not. If this helps people open up or feel less alone, then it’s a no-brainer for us to support.”

To find out more about Boundaries, or access support, contact leicestershireccc@huddle-up.co.uk