New Park City company unites athletes and fans around local causes

PARK CITY, Utah — Park City’s newest company, Athletes Elevated, is transforming how fans and athletes connect, beginning with the stories, interests and causes that matter to them beyond their sport. 

Athletes Elevated officially launched this week in partnership with Live PC Give PC, an annual day of giving from Nov. 2-6. Founded by locals Roland and Michelle Weedon, the company connects athletes and fans, creating opportunities for athletes to build connections and make an impact within their community. 

As a former runner, Roland Weedon knew that athletes need different kinds of support at different points in their journey. An up-and-coming athlete may need sponsorship and resources to get started, while someone stepping away from competition may need help figuring out what comes next.

For Weedon, launching alongside Live PC Give PC was a way to introduce the company through something that has always been important to him: giving back.

“We could have launched with a product. We chose to launch by showing what athletes can do for the places they call home,” Weedon said. “Giving back isn’t something we’ll add later. It’s built into how this company works, and it’s at the heart of the connection between athletes, fans and community.”

For its first campaign, Athletes Elevated has brought together five athletes, each supporting a nonprofit they chose based on their own interests and experiences. Fans can support the athletes’ chosen causes and make a difference by donating Nov. 2-6. 

 Nick Page | Winter Sports School

Freestyle moguls skier Nick Page is supporting the Winter Sports School, which helps student-athletes balance their education with the demands of competitive sports.

Page accredits his success to the team around him and knows that coaches, teachers and mentors all play a large role in helping reach their goals.  

Ashley Battersby | Nuzzles & Co.

Former freeskiing athlete, yoga instructor and trainer Ashley Battersby is supporting Nuzzles & Co. Pet Rescue and Adoption. 

Dogs have been part of Battersby’s family her entire life, and today, she and her husband share their home with three rescue dogs. Her lifelong love of animals has made the mission of Nuzzles & Co. especially meaningful to her, helping dogs and cats find safe, loving homes and giving them a second chance.

Lauren Macuga | Youth Sports Alliance

Alpine skier Lauren Macuga is supporting Youth Sports Alliance, an organization that gives young people the opportunity to try different sports, explore new interests and discover what inspires them. 

That same opportunity helped shape Macuga’s own journey. Growing up, trying a variety of sports eventually led her to discover her passion for skiing, and she hopes to help give the next generation of young athletes that same opportunity to find what they love.

Izzy Worthington | Kids Play International

Halfpipe skier Izzy Worthington is supporting Kids Play International, which uses sports to create opportunities for children around the world.

Worthington traveled to Africa with the organization, founded by three-time Olympian Tracey Evans, and saw firsthand how sports can bring people together. The same lessons athletes experience—teamwork, confidence and perseverance— are fundamental values, shared across the globe. 

Picabo Street | Live Like Sam

For Olympic gold medalist Picabo Street, mental wellness is a cause close to home. She chose Live Like Sam, an organization focused on mental health awareness and suicide prevention.

Street hopes to help make conversations about mental health more common and break down some of the stigma that keeps people from talking about what they are going through.

For Street, the campaign also speaks to another part of Athletes Elevated’s mission: helping athletes figure out what comes after competition.

“Athletes have a lot to offer beyond competition. We care about giving back, supporting the things that matter to us and building a strong foundation for whatever comes next. Athletes Elevated is there to help make more of those opportunities possible,” Street said. “I wish I’d had something like this when I retired and was trying to reinvent myself. Now I’m just happy I get to help support other athletes as they figure out what comes next.”

Athletes Elevated is also creating opportunities to connect athletes and brands through its marketplace.

Tuesday, Nov. 10, the Athletes Elevated marketplace will open and give fans a look at the brands, gear, supplements and health and wellness products their favorite athletes use and recommend. As the marketplace grows, athletes will have their own pages featuring products they rely on, why they choose them and how they fit into their training, competition and everyday lives.

Later this month, Athletes Elevated will also launch a holiday Shop Local campaign highlighting Park City businesses and brands.