Elite athletes are not immune to psychological stress. In recent months top sports professionals have begun speaking out on the issue of mental health. Some prominent figures have even been taking a break from competition, citing the importance of protecting their mental well-being in the face of the colossal pressure placed upon them as athletes, a phenomenon greatly amplified in the era of social media. We explore efforts in Japan to protect mental health using specialist coaches who help athletes fulfill their potential without sacrificing their well-being.