Chamomile Comms: The Antidote to Social Media & AI’s Growing Pressures
In today’s fast-moving digital world, sports organizations that actively address the challenges of social media and AI set themselves apart as forward-thinking and genuinely supportive. Chamomile Comms is the antidote to these pressures, helping teams, clubs, and governing bodies adopt a responsible, athlete-first approach to online engagement. By fostering open, solution-driven conversations, we ensure organizations take their duty of care seriously—protecting athletes, engaging fans authentically, and building trust with stakeholders.
Redefining the future of Communication & Mental Wellness
Let’s Get Something Straight: We LOVE Social Media.
Our founder, Richard Johnson, a distinguished leader in sports, media, and strategic communications, has led groundbreaking campaigns as Director of Corporate Communications for the Federation Equestre Internationale and Director of Sport & Youth for The Office of HRH Princess Haya Bint Al Hussein.
His experience managing high-profile media strategies for elite organizations revealed a crucial gap: prioritising audience metrics over athlete well-being.
The rise of cyberbullying, performance pressure, and online toxicity demands urgent action from sports governing bodies and teams to create a safer, more responsible digital space.
Recognizing this imbalance, Richard founded Chamomile Comms to ensure that sports wellness communication is effective, ethical, sustainable, and athlete-focused.
But how are you really ?
Social media offers individuals a platform to mask their true selves behind screens, cultivating a distance between authentic connections and online identities. This disconnection can severely impact athletes and their teams, affecting their rigorous training, peak performance, self-assurance, mental well-being, and overall resilience.
As Chamomile Comms founder Richard Johnson says, “Social media creates the illusion of connectivity while making us more alone.”
The digital world isn’t going away, but how we navigate it must change. It’s time to stop reacting and start leading—because safeguarding athlete well-being isn’t just an obligation; it’s a game-changer.
“Champion the game, not the algorithm—because blindly posting is no longer an option. With AI, misinformation, and digital pressures rising, every post impacts your athletes, staff, and sponsors. It’s time to take control, protect your stakeholders, and turn social media into your strongest asset—not your biggest risk”