Converge, an industry-leading employee mental health and wellbeing provider, has partnered with the AFL to deliver a groundbreaking new initiative: an industry-first, dedicated 24/7 mental health helpline for AFL and AFLW players and coaches.
Converge is one of Australia’s leading mental health and wellbeing providers, with its longstanding partnership with the AFL supporting the mental health and wellbeing of all league, club and Marvel Stadium staff and their families.
labelled Reach Out to PLAY ON, this new initiative extends 24/7 mental healthcare directly to players and coaches – setting a new national benchmark for athlete wellbeing. This service connects players and coaches with qualified mental health professionals anytime, anywhere, as well as after-hours appointments for ongoing care.
Unlike traditional helplines, Reach Out to PLAY ON is not just for crisis moments – it is designed to support everyday challenges including stress, performance pressure, relationships, career transitions, sleep, and overall wellbeing.
It is accessible 24 hours a day, seven days a week, enhancing the existing mental healthcare supports already provided to players through their club-based practitioners and the AFL and AFL Players Association specialist service networks.
AFL Head of Mental Health and Wellbeing, Dr Kate Hall, said the new PLAY ON service is an essential part of the AFL Mental Healthcare Roadmap, provided to clubs in late 2025.
”“Our team spent last year mapping the club based and specialist mental healthcare services available across our industry and made a commitment to achieve a stepped care model for players – a first for the sports industry.
"This model recognises that mental health exists on a continuum and that early, timely, and coordinated support improves both wellbeing and performance, whilst also providing a safety net through crisis support. The Roadmap also acknowledges the AFL’s commitment to the social and emotional wellbeing of Aboriginal and Torres Strait Islander players and the provision of culturally responsive mental healthcare.
"We identified a need for a 24/7 accessible service that can meet the needs of players and coaches wherever they fall on this continuum, leading to the creation of PLAY ON.
"This service, in addition to the existing support networks through our partnership with Converge, help us meet our commitment to our players for trusted, expert, accessible on demand support. Anywhere. Any time.”
Dr Kate HallHead of Mental Health & Wellbeing, AFL
Converge Chief Clinical Officer, Cate Page, said the PLAY ON helpline addresses a crucial gap in the existing support services.
”“In high-performance environments, pressure doesn’t stop after the final siren. Immediate, 24/7 access ensures players and coaches can get real-time support whenever challenges arise - on game day, after hours, or while on the road,”
Cate PageChief Clinical Officer, Converge
Executive General Manager, Football Operations, Laura Kane, said the AFL Mental Health Roadmap details the AFL’s long-term investment in supporting player mental health.
”“Working directly with clubs, we are bolstering foundational support and mental healthcare in clubs through our directive for every player to have access to a club psychologist.
“Our model moves beyond reactive crisis care and delivers a proactive, accessible, and best-practice model of support that meets players and coaches wherever they are.”
Laura KaneExecutive General Manager, Football Operations, AFL
AFLCA CEO Alistair Nicholson said everyday services to support the mental health and wellbeing of coaches is essential.
”“The AFLCA is pleased to support such an important industry initiative and provide vital mental health and wellbeing services for our members.
“Coaching can be a high-pressure job in a high-stakes environment, so the more quality support we can offer our people the better served they will be in their roles.”
Alistair NicholsonAFLCA CEO
AFLPA General Manager of Member Engagement and Programming, Ben Smith said the AFLPA is a strong supporter of players having choice in relation to their mental healthcare.
”“The AFL’s partnership with Converge to implement a confidential helpline provides another important layer of mental health and wellbeing support for players, coaches and industry staff.”
Ben SmithAFLPA General Manager of Member Engagement and Programming
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About Converge
Converge is an employee wellbeing and mental health support provider serving over 1,600 businesses with our clinical network of over 1,800 mental health and wellbeing practitioners. We support many well-known businesses across Australia and New Zealand, including Bupa, Coles, Bunnings, Qantas, and Australia Post. We have been active in the Employee Assistance Program (EAP) industry since the 1960s and have solidified ourselves as one of Australia and New Zealand’s most trusted providers. As a company, we believe in providing businesses with mental health and wellbeing support that’s accessible, effective, and available 24/7, anytime, anywhere.
