Introduction
The mental health and well-being of student-athletes has emerged as a critical focus in U.S. higher education. Research shows that more than 40% of college student-athletes report struggling with mental health issues. These challenges affect not only athletes’ personal health and academic performance, but also the broader institution’s outcomes. Colleges and universities are increasingly recognizing that prioritizing athlete mental health is not just the “right thing to do” – it also impacts student retention, recruitment, and campus culture. This report examines how supporting athlete mental health influences student enrollment and retention across U.S. colleges and universities, spanning NCAA Divisions I, II, III, and the NAIA. It compiles quantitative data, case studies, and expert commentary to explore the correlations between robust mental health support for athletes and institutional benefits like improved retention rates and enhanced enrollment trends.
Student-Athletes as Drivers of Enrollment and Campus Culture
Student-athletes comprise a significant segment of the student population at many U.S. colleges, especially in smaller institutions. At NCAA Division III colleges, athletes often make up 25–30% or more of the undergraduate student body. Many NAIA schools (small colleges outside the NCAA) likewise report high proportions of athletes (often in the 15– 25% range of the student body, given ~77,000 NAIA athletes across ~250 colleges (highereddive.com.) In contrast, larger NCAA Division I universities have thousands of students, so athletes are a smaller fraction (on average around 4% of the student population across NCAA schools) (ebsco.com.)
The table below summarizes the scale of athletic participation by division:
Student-athletes are thus a key enrollment driver for many institutions. In Division III and NAIA, athletic recruiting is often integral to meeting enrollment targets. Each year, athletics programs bring in hundreds of tuition-paying students, contributing to campus vibrancy and revenue. As one analysis noted, these athletes form “the backbone of the student body” at many D-III colleges, and their presence can boost overall enrollment numbers and tuition revenue. Beyond sheer numbers, student-athletes also influence campus culture – they often serve as campus leaders and role models, and their engagement (or lack thereof) can affect school spirit, community events, and the institution’s public profile.
Crucially, when student-athletes feel supported and valued as people (not just as players), they can become ambassadors for the college. Supported athletes are more likely to speak positively about their experience, recommend the school to peers or siblings, and attract future recruits. In contrast, if athletes feel neglected or burnt out, this can sour word-of-mouth and even deter prospective students. Thus, supporting athlete well-being is tightly interwoven with an institution’s reputation and recruiting appeal.
Prevalence of Mental Health Challenges in College Athletes
Like their peers, college student-athletes face the stresses of academic life – but compounded by the unique pressures of sports. Balancing coursework with daily practices, travel to competitions, and the high expectations to perform can lead to intense stress. Studies have found that signs of anxiety and depression are considerably higher in college athletes than in the general student population (trine.edu.) For example, a national assessment reported about 31% of male and 48% of female student-athletes had symptoms of depression or anxiety in a given year (trine.edu) – roughly 1 in 3 athletes overall grappling with significant mental health issues. This aligns with more recent NCAA findings that roughly 40–50% of student-athletes have experienced mental health concerns (especially feeling overwhelmed or exhausted) in the aftermath of the COVID-19 pandemic (insidehighered.com.)
Despite the high prevalence of mental health struggles, student-athletes have historically been less likely to seek help compared to other students. One University of Michigan study noted that only about 10% of student-athletes with mental health conditions reach out for counseling, versus about 30% of non-athlete student (news.umich.edu.) Cultural factors – such as stigma, expectations to “be tough,” and fear of losing playing time – often deter athletes from utilizing mental health services. In a 2021 NCAA survey, only 47% of women and 55% of men student-athletes agreed that their mental health was a priority for their athletic department (higheredtoday.org,) indicating that many athletes do not feel fully supported. These statistics underscore a critical gap: mental health issues are common among student-athletes, yet many suffer in silence without using available support.
However, awareness of this gap is rising. The same NCAA well-being survey found student-athletes’ mental health concerns spiked during 2020–2021 (reportedly 1.5 to 2 times higher than pre-2020 levels) (insidehighered.com,) which triggered increased dialogue and demands for action. High-profile incidents (such as student-athlete suicides in 2022) have prompted calls from campus and athletic leaders to do more to address athlete mental health. In response, colleges are ramping up efforts to provide targeted mental health resources for athletes. The next sections explore how these support measures correlate with improved retention and enrollment outcomes.
Mental Health Support as a Recruitment Advantage
Investing in student-athlete mental health is increasingly viewed as a strategic advantage in recruiting and admissions. Prospective students and their families now routinely inquire about mental health resources on campus – not just academic majors and athletic facilities. For recruits with multiple college options, an institution’s commitment to mental wellness can be a deciding factor. As one report observes, a school that visibly “invests in its athletes’ well-being” sends a powerful message that it cares about students’ success as whole persons, not just as athletes. This message resonates with recruits and parents who prioritize a supportive environment.
In fact, colleges that offer comprehensive mental health services for student-athletes often highlight these in recruiting materials. For example, some Division III colleges have partnered with specialized providers to offer 24/7 access to sports-aware counselors, positioning this as a unique benefit for incoming student-athletes. Such support systems can differentiate a smaller school from competitors and appeal to health-conscious families. A recent analysis noted that families are asking coaches and admissions officers pointed questions about mental health supports – a sign that well-being infrastructure has become “an increasingly critical factor” in college choice for student-athletes.
Beyond athletic recruits, an institution known for prioritizing student wellness can attract a broader pool of applicants. Colleges with a strong reputation for student support often draw interest from students (athletes and non-athletes alike) seeking a caring, values-
driven campus culture. Administrators note that institutional branding around student well-being can be a selling point in admissions. For instance, universities that publicize their mental health initiatives (hotlines, counseling centers, peer support programs, etc.) may appeal to applicants concerned about mental health (which is a majority of Gen Z students). In short, prioritizing athlete mental health bolsters a school’s image as a supportive community, thereby enhancing recruitment for both athletes and the general student body.
Influence on Retention and Academic Success
Perhaps the most direct institutional benefit of supporting student-athlete mental health is improved student retention. Retention is critical for colleges: when students stay enrolled and graduate, it boosts tuition revenue, academic outcomes, and rankings. Conversely, high attrition (students dropping out or transferring) can hurt an institution financially and reputationally. There is growing evidence that robust mental health support helps keep student-athletes on track to persist through graduation.
Mental health challenges are among the greatest threats to student persistence and retention in higher education (insidehighered.com.) This applies to student-athletes as well as the general student population. Stress, anxiety, and untreated mental disorders can lead athletes to withdraw from their teams or even leave school entirely. Common scenarios include an overwhelmed freshman athlete quitting their sport (and then feeling disconnected and leaving college), or a struggling athlete losing eligibility due to poor academics or emotional burnout. In these cases, better support systems can literally save a student’s college career. It’s telling that in one nationwide survey, 73% of college students said mental health services made them more likely to stay in school and
graduate. Athletes, who face added pressures, arguably have even more to gain from such support.
From a financial standpoint, retention = revenue for colleges.
Every student who stays enrolled contributes tuition and fee dollars that would be lost if they departed. In Division III where athletes are often paying tuition (no athletic scholarships), retaining just one additional student-athlete per team can add $20,000 or more in annual tuition
revenue for the institution. Multiplied across dozens of teams, the “return on investment” for mental health support becomes substantial. As one analysis calculated, even a modest improvement in athlete retention (e.g. each team retaining one extra player who might have otherwise left) yields significant revenue gains, “growing exponentially when you consider the ripple effects across the student-athlete population.” In short, money spent on mental health counselors or programs can pay for itself by preventing costly dropouts.
Importantly, athletes who feel supported by their college – mentally and emotionally – are more likely to stay enrolled, remain athletically eligible, and succeed academically. A lack of support, on the other hand, often contributes to burnout, dropouts, or transfers. This was starkly illustrated by Thomas More University, a small liberal arts college, which examined why their student-athlete attrition was high. They found that overloading athletic rosters to boost enrollment without adequate support led to higher dropout rates, undermining long-term retention and net tuition revenue (agb.org.) In response, Thomas More reduced team sizes and expanded mental health counseling for athletes, aligning athletics with student success goals. This case highlights that recruiting large numbers of athletes yields short-term enrollment gains only if those students are supported well enough to persist to graduation. When mental health needs are met, student-athletes can fulfill their academic potential. Notably, student-athletes often graduate at equal or higher rates than their peers – for example, Division III athletes had an 87% graduation rate as of 2014 (ebsco.com) – but maintaining those high success rates requires an environment conducive to well-being.
Finally, a supportive team culture can itself enhance retention. A recent doctoral study at a Division II institution identified factors like a “family atmosphere,” supportive teammates, and personal development opportunities as key reasons why student-athletes stayed at the school (digitalcommons.coastal.edu.) All of those factors are intertwined with mental wellness – athletes are more likely to feel a family-like bond and stay committed when their psychological needs are addressed. In sum, evidence strongly suggests that when colleges invest in mental health support for athletes, they see payoff in the form of higher retention and student success, whereas neglecting those needs can lead to attrition (and its associated costs).
Case Studies: Institutional Initiatives and Outcomes
Widener University’s mental health and wellness hub (“The HUB” room) provides a space for student-athletes to relax, decompress, and openly discuss mental well-being with peers and staff.
U.S. colleges across all divisions have launched initiatives to support athlete mental health, yielding encouraging results. Below are several examples and their impacts:
- Widener University (Division III) – In 2023, Widener opened a dedicated “HUB” relaxation room in its athletics center as a safe space for student-athletes to recharge and talk about mental health (insidehighered.com). This student-
driven project accompanied expanded wellness programming (weekly mental health videos and biweekly discussion roundtables) The goal is to normalize mental health conversations among teams. Although a new initiative, it has been well-received by athletes and coaches as a much-needed resource. Widener’s effort illustrates how even smaller D-III schools are investing in mental health infrastructure to improve student-athlete experience and, by extension, retention. - University of Michigan (Division I) – Michigan’s athletics department, in partnership with its School of Public Health and Depression Center, piloted the “Athletes Connected” program to reduce stigma and encourage help-seeking. They held educational sessions for all teams and created support groups (news.umich.edu.) The results were striking: over 90% of Michigan’s 900+ student-athletes participated, and 96% said they were likely to use what they learned to help themselves or teammates. Surveys found 63% of U-M athletes had experienced an emotional/mental issue affecting their athletic performance in the prior month reinforcing the need for support. After the program’s presentations and videos, dozens of athletes immediately stepped forward to seek counseling (40 students requested an appointment with a counselor) a tangible increase in help-seeking behavior. Administrators reported an overwhelmingly positive response and saw this as evidence that proactive outreach can draw out students who otherwise suffer silently. While specific retention data wasn’t published, the high engagement suggests improved well-being that should translate into better focus, performance, and likelihood of those athletes continuing their education at Michigan.
- Thomas More University (NAIA, formerly NCAA DIII) – As mentioned earlier, Thomas More discovered an inverse relationship between unchecked athletic enrollment and retention. Initially, the school had grown its sports rosters to bolster enrollment, but many of those athletes were leaving before graduating, which hurt overall retention and revenue. In response, Thomas More’s leadership implemented a more holistic strategy: they partnered with a local hospital to provide enhanced mental health counseling services on campus, and they placed new emphasis on academic support for athletes. They also scaled back oversized team rosters to ensure each athlete received sufficient attention. Early results indicated a decline in athlete attrition as the university focused on “quality over quantity” – i.e. recruiting athletes who fit the school and then supporting them to succeed academically and emotionally, rather than simply chasing headcount. This case study demonstrates that investing in athlete well-being (even if it means a smaller initial enrollment) can improve long-term retention and student success, aligning athletics with the institution’s mission and financial stability.
- NAIA National Trends – Beyond individual campuses, the NAIA (which represents small colleges) has broadly recognized the need for better mental health support as a means to keep students enrolled. In a 2022 survey of NAIA member schools, 92% of athletic leaders said they lack dedicated psychiatric services for athletes but want to provide them, and 90% felt more training is needed for coaches and staff on mental health issues. The top “wish list” items included mental health training for coaches (90% of respondents), resilience workshops for athletes (88%), and hiring sports psychologists (70%). Many NAIA colleges are now pursuing these measures. For example, some have started to offer mental health first-aid training to coaches and have established protocols to refer athletes to counseling quickly. Although system-wide data is still emerging, these efforts are expected to improve student-athlete retention at small colleges, where losing even a few students can significantly impact a school’s finances and where athletes often form the core of the campus community.
Each of these cases underscores the link between athlete well-being initiatives and positive institutional outcomes. In the Michigan and Widener examples, providing spaces and programs for mental health created a more supportive climate, which should foster student persistence and success. In the Thomas More example, neglecting support hurt retention, whereas enhancing support helped reverse that trend. And across the NAIA, there is a collective move to treat athlete mental health as part of an enrollment management and student success strategy.
Broader Campus Impact and Institutional Reputation
Supporting student-athlete mental health doesn’t only benefit the athletes – it can elevate the broader student experience and the institution’s reputation. Athletes are often high-visibility members of the campus; when they thrive, it can have ripple effects. For instance, a campus with healthy, engaged student-athletes might see more energetic campus events, better town-gown relations (through community service by athletes), and a generally positive atmosphere. Administrators note that prioritizing mental health for athletes sends a signal that all students’ well-being matters. This can improve overall student satisfaction, which in turn supports retention for the whole student body (not just athletes).
There is also a risk management aspect: strong mental health support can prevent crises that would negatively affect campus morale and publicity. Tragically, when student- athletes experience severe mental health crises (e.g. suicide or public breakdowns), it can shake the campus community and even attract unwanted media attention. Conversely, being known as a campus that cares for its students can be a branding advantage. Schools that implement comprehensive wellness programs often highlight them to prospective students, parents, and even faculty hires — not only because it is the right thing to do, but because it is also a clear branding and reputational advantage. One analysis observes that colleges known for looking after their students’ well-being “attract parents and families seeking values-driven education, faculty and staff who want a supportive environment, and alumni who are proud to stay connected”. In other words, it strengthens the loyalty and affinity of all stakeholders.
Ultimately, integrating mental health into the fabric of athlete support contributes to a culture of holistic student success. The NCAA’s former Chief Medical Officer, Brian Hainline, has noted that as schools continue to improve mental health services and foster
an environment of wellness, “student-athletes will continue to reap the benefits” (ncaa.org) – benefits which include not just personal health, but academic and athletic performance. And those benefits flow back to the institution in the form of higher retention and a thriving campus community.
Conclusion
Supporting student-athlete mental health is both an ethical imperative and a smart institutional investment. The evidence from all levels of U.S. college sports – from large Division I universities to small Division III and NAIA colleges – demonstrates clear links between mental health support and positive outcomes in enrollment and retention.
Key takeaways include:
- Higher retention and graduation rates: Athletes who feel supported are far more likely to stay at their school, remain eligible, and graduate, directly bolstering retention metrics and tuition revenue. Mental health challenges, if left unaddressed, are a leading cause of student attrition, so investing in prevention and support yields measurable returns. Each retained student contributes significant tuition income and adds stability to the institution’s financial future.
- Recruitment and enrollment gains: Colleges that prioritize athlete well-being have a recruiting edge. In a competitive admissions landscape, demonstrating strong mental health resources can attract student-athletes and other students who value a supportive environment. This can
increase applications and yield (students accepting admission offers), feeding into healthier enrollment numbers year after year. - Institutional reputation and campus climate: A visible commitment to student mental health enhances the college’s brand and fosters a positive campus culture. Athletes who thrive can become ambassadors for the institution, and the entire student body benefits from the climate of care. Over time, this can lead to a virtuous cycle of reputation driving enrollment, alumni engagement, and donor support.
In conclusion, the mental health and success of student-athletes are tightly interwoven with the success of the institution. As one commentary succinctly put it, “Mental health care isn’t just about improving lives—it’s about ensuring long-term enrollment stability.” Forward-thinking colleges and universities are embracing this philosophy. By providing student-athletes with the mental health support they need – counseling services, safe spaces, trained coaches, and a stigma-free culture – institutions not only help young people lead healthier lives but also secure stronger retention, more robust enrollment, and a prouder, more engaged campus community.
This is exactly where Onrise can help.
Onrise offers the most complete, athlete-centered mental health system available today — designed by sports psychiatrists, former athletes, and therapists who understand what
it means to perform under pressure.
- Proactive Care: We don’t just react to crises. We prevent problems before they start through athlete-specific peer support, therapy, psychiatry, 24/7 crisis services, and nutrition coaching— all designed around the real life of a student-athlete.
- Accessibility and Trust: Athletes are far more likely to seek help from people who truly understand them. That’s why Onrise pairs every athlete with trained former athletes and licensed clinicians who speak their language, respect their schedules, and know firsthand what competition demands.
- Measurable Institutional Outcomes: We partner directly with athletic departments and universities to not just deliver care but also demonstrate its impact — showing tangible improvements in athlete satisfaction, help-seeking behavior, retention, and overall student success. When athletes thrive, universities thrive. Onrise is here to make sure that happens — helping colleges build not only healthier students but stronger, more stable institutions for years to come.
References and Sources
NCAA & Institutional Research on Student-Athlete Wellness and Outcomes NCAA Student-Athlete Well-Being Survey 2021 (results reported by Higher Education Today) higheredtoday.org
NCAA Student-Athlete Health & Wellness Study 2023 (media report) ncaa.org
EBSCO Research Starter on College Athletics (participation and graduation rates) ebsco.com
Malcolm K. Reed, “Student-Athlete Retention” (Ph.D. dissertation, 2023) digitalcommons.coastal.edu
Survey Data on Mental Health and Student Success Inside Higher Ed/College Pulse “Student Voice” Survey on Mental Health Services (2025) insidehighered.com
Inside Higher Ed report on mental health and retention (2025) insidehighered.com
Mantra Health & NAIA joint survey on athlete mental health needs (2022) higheredtoday.org
Case Studies and Articles Onrise (mental health services provider) analysis on DIII athletics and enrollment
linkedin.com
University of Michigan “Athletes Connected” pilot program report news.umich.edu
Widener University student-athlete wellness hub coverage (Inside Higher Ed, 2023) insidehighered.com
Thomas More University outcomes in student success initiative (AGB Trusteeship article, 2023)