How A Truncated Pro Basketball Career Led Him To Start A Mental Health Startup
I'm Rohan Piple, the CEO and Founder of AŠVA, a performance wellness company with a unique mission to empower athletes through mind, body, and emotional balance.
Our company was born out of a shared passion to improve mental health within the athletic community.
We focus on three core elements: activation (body mobility/bio-mechanics exercises), release (optimized cardio-pulmonary breathing protocols), and retention (Meditative Mind-Training). These elements, rooted in ancient yogic practices, have consistently shown their positive effects on athletes according to scientific studies.
Participants can access our online program by creating an account on our user-friendly online learning platform, a web-based Learning Management System (LMS).
This platform facilitates the purchase of our program, providing access to online courses featuring instructional videos. Participants also have the option to engage in 1-1 sessions, receiving guidance throughout the entire session from a professional trainer. Additionally, we offer team sessions where participants can collaborate and learn collectively.
The LMS allows users to conveniently track their learning progress on both mobile and laptop browsers.
When we were starting, our first big challenge was understanding that it's not easy for athletes to talk about mental health. But, the fact that talking about it is just not enough, and in conjunction with it, there should be tools and techniques one can practice by themselves that can both adhere to performance and mental wellness, has made our business the key to not just breaking the stigma, but also to guide athletes on a transformative journey.
Today, as we receive not just positive comments but actual data showing their remarkable improvements in both performance and well-being, we know we're doing what we set out to do.
Our AŠVA protocols/regimens helped decrease anxiety by 75%, reduce depression by 72%, reduce severe insomnia by 75%, and improve overall quality of life by 77%, and in regards to athletic performance, we saw an increase of 80%.
Co-founders Rohan Piple and Ishan Shivanand:
Building a business around something I deeply care about has been incredibly rewarding. While being a pro athlete was my big dream, creating my startup perfectly matched my purpose.
What's your backstory and how did you come up with the idea?
My journey into small business ownership was a direct response to the life-altering impact of the COVID-19 pandemic. Just when I thought I was on the verge of realizing my lifelong dream of making it as a pro basketball player, the pandemic hit, and suddenly the whole world, including my dreams, came to a sudden halt.
Amidst the lockdowns and uncertainty, I found myself face-to-face with the reality of my mental health, something I had long tried to push aside. But this time, I knew I couldn't ignore it any longer. It was like, "Whoa, I need to tackle this head-on!"
Determined to understand and overcome these personal hurdles, I embarked on a transformative journey. During my studies at Georgetown University, where I did my Masters in Sports Industry Management, this journey took a significant turn. I delved into extensive research and self-reflection, which eventually led to the creation of a thesis on mental health and its relationship with athletics. It was during this period that I began to see a new purpose emerging from my struggles.
The turning point came when I shared my thesis with my co-founder, Ishan Shivanand, a Himalayan Monk with a deep understanding of mindfulness and well-being. Beyond his spiritual wisdom, Ishan is a champion in competitive boxing and Muay Thai, bringing extensive experience in teaching mixed martial arts to fighters and athletes.
For me, "It was clear that I couldn't just stand by; I had to do something," after personally experiencing the struggle as a collegiate athlete and champion.
Yet, there was more to the story. At the time I started writing my thesis, athletes like Michael Phelps, Naomi Osaka, Simon Biles, Demar Derozan, Kevin Love, and many more were coming out and speaking about their mental health issues.
Additionally, the International Olympic Committee came out with a report during that same time period that almost 35% of elite athletes struggle with a behavioral health disorder, 50% of athletes struggle to stay motivated due to a behavioral health disorder, and 56% of athletes found it difficult to train due to a behavioral health disorder.
After all this, it wasn't just me who saw the pressing need; it was also the person I shared my thesis with. So, with a shared vision and a commitment to making a difference, we set out to create AŠVA.
Take us through the process of building the first version of your product.
To start with, Ishan and I had to thoroughly explore a range of ancient techniques, drawing from his extensive knowledge, to determine which would best suit the 9-week program.
After this process, we designed a 9-week comprehensive, structured breath-work and physical movement program for elite athletes in Mauritius and other international countries.
This intervention study was done in collaboration with doctors from the Mayo Clinic, John Hopkins University, University of Cincinnati, and Florida Health Blue, using an online sports mind inventory questionnaire developed by the doctors.
At the end of the 9 weeks, we saw that our protocols made a huge difference in improving behavioral health and performance among athletes.
Ultimately, based on these results, we decided to replicate this study in our new online platform so that athletes everywhere have access to quality and effective behavioral health resources/programs.
Once we had our plan on paper, we needed to bring it to life. We went to the Bay Area, where I found nice locations and hired fitness models. We also had a video team come along.
Our first video shoot was a bit chaotic. We were new to this, and we had to adapt as things went along.
When we saw the finished videos, we realized they wouldn't work for the online program we had in mind. This made us think about changing our company's image.
While working on this change with a branding and web development company called 'Ting,' I checked out other fitness websites. I saw that they used short 10-15-second videos with key points for each exercise, similar to Udemy.
So we had to reshoot the videos. But we had run out of money after the first shoot, so I had to sell my car to cover the costs. I reached out to videographers on Instagram, and luckily, I found one in New York.
However, the first videographer canceled at the last minute. This meant we had to find a new videographer and a new place to shoot. We had to postpone the shoot by a week. Finally, we found a good location near Penn Station in New York and another videographer who knew about health and fitness.
The second shoot went better, but we still had some trouble getting the intro video just right. Thankfully, we finished the rest of the videos on movement and breathing quickly.
After that, I helped the videographer edit the videos, which was hard because we had to communicate through email, text, and calls. It took a few tries to get the videos how I wanted them, with captions, titles, key points, and the right order. It took a long 2-3 weeks to finish the edits.
Then, I had to work on creating the online academy portal with my tech partner, Matt. This took a while because we had to decide how the academy should look and how everything should be organized. There were 45+ videos to upload, each with its oittle details.
After uploading, we checked each video to make sure they looked good. Finally, I had to record, mix, and improve the audio for the meditations, which took another 1-2 weeks.
At last, we put together the first version of our product and launched our website and portal.
Yes, we had to struggle with each small step we had to take at the beginning, but in the end, all the hard work was worth it.
My background as a former college athlete has been a huge plus. It's allowed me to reach out to a wide network of coaches, trainers, and sports academies. These connections have boosted our credibility and expanded our reach.
Describe the process of launching the business
After completing my thesis paper and partnering with Ishan Shivanand, we partnered with a branding and web development company called Ting. They were instrumental in turning my thesis paper into a strong brand identity, name, and logo that sits at the intersection of performance and behavioral health.
Once we had a strong foundation by outlining our mission, competitive landscape, unique value proposition, target audience, and branding message, we then turned to our CTO and his team to develop the website and online portal, in which potential customers can learn more and purchase our performance wellness program.
While our CTO and their team were working on that, I focused on recording the essential guided and instructional audio and video content, which formed the core of our program. After we edited all the audio and video materials and had the website ready, we established an online academy and portal, marking the official launch of our business.
Since launch, what has worked to attract and retain customers?
NIL Partnerships and Personal Network
Our journey in connecting with customers has been a real blend of smart moves and authenticity. First, we've tapped into NIL (Name, Image, and Likeness) partnerships with up-and-coming athletes who are just as passionate about holistic wellness as we are. They're also on a mission to break down the stigma around mental health in sports.
This approach not only helps us find like-minded individuals but also reinforces our mission and who we are.
Our approach primarily begins within our existing networks, especially when initiating in-person connections. When expanding beyond our immediate circles, we leverage the LinkedIn platform to connect with individuals who align with our goals.
For instance, we reach out to athletic directors at universities, initiating one-on-one meetings to understand their interests and explore potential collaborations. This personalized approach allows us to build meaningful connections and take the partnership process to the next level.
Leveraging Personal Connections and Know-How
On top of that, my background as a former college athlete has been a huge plus. It's allowed me to reach out to a wide network of coaches, trainers, and sports academies. These connections have boosted our credibility and expanded our reach. They've created opportunities for collaboration and outreach that we wouldn't have had otherwise.
Scientific Validation
We've also taken the science route to prove our point. We've partnered up with respected institutions like Johns Hopkins University, the University of Cincinnati, the Mayo Clinic, and others to conduct serious, peer-reviewed studies. These studies show just how effective our program is. When customers see hard evidence like this, it resonates with those who value a science-backed approach to holistic wellness.
Thought Leadership and Online Presence
To round things off, we're all about thought leadership and being present online. We use platforms like LinkedIn, Instagram, and TikTok to show that we're real experts in the world of sports and wellness. It's not just about engaging our audience but also proving that we know our stuff. This naturally builds trust and keeps our customers loyal.
We share informative and educational content to raise awareness about mental health in athletes, fostering connections with collegiate athletes from renowned US universities. We aim to assist them in managing game-induced stress. This strategic approach not only builds our brand but also educates potential customers, seamlessly converting them into leads and creating a mutually beneficial cycle.
Engaging Customers with a Free Trial
Lastly, we offer a free trial of our program. It's all about letting potential customers experience the benefits for themselves. This approach helped us build trust and lets people see firsthand how our program can make a difference in their lives. It's a big step in attracting and keeping our customers engaged.
The most effective customer attraction channel for us is a combination of strategies. Each element plays a vital role in our customer acquisition, contributing to our well-rounded approach. However, the key factor driving leads is our free trial program, which has successfully brought in customers to experience the value we have to offer.
While it's challenging to provide an exact figure, our free trial program contributes significantly, representing approximately 60% of our customer acquisition efforts.
How are you doing today, and what does the future look like?
Today, we're in a good place, and the future looks promising. We've got six scientific publications that back up our program, and we've teamed up with various sports teams and athletes, like those from the World Professional Muay Thai Federation and the NCAA.
Currently, we're working with Mount St. Mary's University in NCAA Division 1, and we're training Amani Hansberry, 2023 Maryland Gatorade Player of The Year and ESPN Top100 recruit, who is playing at Illinois University this season. We're proud to have him as our first NIL deal signee and brand ambassador for AŠVA.
We have onboarded Dr. Navin Hettiarachchi PhD. DNM onto our advisory team. He served as the Director of Health, Wellness, and Performance for the Washington Wizards NBA team for 17 years. In conjunction with his independent practice, he actively works with the Washington Commanders NFL team, and the Washington Mystics WNBA.
With Daniel Engelstad, Head Men’s Basketball Coach at Mount St. Mary’s University:
Our vision aligns with how people are taking their health more seriously, especially after the pandemic. We see the future in the mix of technology and overall well-being, with gadgets like the Apple Watch and Fitbit leading the way by giving real-time health info.
Our big plan is to create an app that works with fitness wearables, delivering personalized advice based on your health stats and lifestyle. It's about bridging the gap between health and tech and helping athletes at all levels to take better care of their mental health and boost their performance.
Through starting the business, have you learned anything particularly helpful or advantageous?
The journey of starting AŠVA has been an incredible learning experience that has deeply enriched me. The moment the pandemic disrupted my dream of becoming a professional basketball player, I faced a tough choice - adapt or give up.
My strong passion for helping athletes like myself drove me to start AŠVA, and it was a game-changer.
From the get-go, I realized the power of following your passion. Building a business around something I deeply care about, supporting athletes facing similar challenges, has been incredibly rewarding. While being a pro athlete was my big dream, creating my own startup perfectly matched my purpose.
Dealing with challenges, especially like the pandemic, came early on in this adventure. It taught me that life can throw unexpected hurdles, and you've got to roll with the punches.
One big thing I've learned is the value of scientific proof. Knowing that our program not only benefits us as a business but genuinely changes our customers' lives has been a major milestone. It gives us the confidence to keep pushing our mission further.
With mental health gaining more light worldwide, I'm proud to be part of people's journey to become better versions of themselves.
And, with my commitment to improving athletes' well-being, I'm excited to keep pushing those boundaries.
What platform/tools do you use for your business?
We use WordPress as our primary platform for building and maintaining our website.
We utilize LMS (Learning Management System) to create, manage, and deliver our eLearning courses.
Our participants can create their accounts and sign up for our offline or online sessions as individual athletes or as a team, according to their preferences.
Program Options:
- Free Trial Program: No cost (Limited Period)
- Paid Version: For those interested in accessing our premium content and features, we utilize the secure payment platform, Stripe
Regarding marketing, we're focusing on LinkedIn as our main platform to reach potential customers. We're using it to build conversations, share useful information with the sports community, and show our involvement in it.
We are also active on IG (Instagram) to share our brand stories and updates, as well as connect with our audience about mental health in sports.
Our podcasts are a primary way for our audience to learn about how our program works and the benefits it offers.
Other than that, we have been actively contributing to well-known platforms like Quora and Pinterest to raise awareness about our brand and attract visitors to our website.
Advice for other entrepreneurs who want to get started or are just starting out?
Well, not as advice but as some motivating words I'd like to share with fellow business enthusiasts like me: "Don’t look at the mountain ahead of you, enjoy and take pride in learning through the process, and celebrate the small victories.
All you need to do is find something that you believe and are passionate about.
When you truly love what you're doing, it gives you a special kind of energy that keeps you going, no matter what.
Create a brand and storyline around the business/product, with which people can resonate. Because people buy the brand, not the product.
And, always remember that success isn't just about reaching the top; it's about enjoying the ride and making your brand meaningful to others. You can do it!
What have been the most influential books, podcasts, or other resources?
Some of the most influential resources that have had a big impact on my approach include "The Mindful Athlete" by George Mumford, which opened my eyes to the power of mindfulness in sports.
Then there's "The Art of War" by Sun Tzu, which gave me valuable insights into strategy and competition. "The Monk Who Sold His Ferrari" by Robin Sharma has been a personal inspiration, offering wisdom on life and purpose.
On top of that, I've found the "Idea Generation" podcast to be a treasure trove of innovative ideas and concepts that have left a lasting mark on my program.
Are you looking to hire for certain positions right now?
We are currently looking for people who can help market our business and drive sales.
Where can we go to learn more?
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
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