Little Dot Studios: Prioritising mental wellbeing

We recently caught up with digital content studio and media network Little Dot Studios to find out how they ensure mental wellbeing is never an afterthought at work.

To find out the deatils we spoke to Dan Jones, CEO of Little Dot Studios and Ana Goncalves, Senior Content Editor at Little Dot Sport.

Can you tell us a bit about yourself and your role at Little Dot Studios?

Dan: I’ve been working in digital and TV for nearly 25 years now, mostly producing unscripted and sports content.  I joined Little Dot Studios 10 years ago and became CEO five years ago. These days, I split my time between our London and LA offices, so spend a good deal of my life jetlagged, which comes with its own mental health challenges!

Little Dot’s come a long way since I joined. What was a team of 30 when I joined is now a global team of around 500 digital obsessives, however, we’ve worked to retain the culture and values that the company was built on by its founding members.

Ana: As a Senior Content Editor at Little Dot Sport, I’ve been part of the sports team for almost six years, following extensive studies in film and TV. During that time, I’ve worked with a wide range of clients from all corners of the sports world, and it’s been an incredibly rewarding journey growing alongside the company and the industry.

Having grown up around football, getting to work in it every day is one of the true joys of my life.

I’ve suffered from my own mental health since the age of 15, and I’m very excited to see conversations surrounding mental health develop around the industry and the world so that we can build a better one.

What is Little Dot Studios doing to ensure mental wellbeing is front and centre of conversation at the agency/organisation?

Dan: I was diagnosed with clinical depression around 30 years ago and I’m proud to be the executive sponsor of our Wellbeing & Mental Health Employee Resource Group, one of several ERG’s we have at Little Dot. A mission to manage and improve mental health at Little Dot has been one of my biggest priorities, bringing the conversation out in the open and ensuring staff feel supported, understood and comfortable talking about their mental health and raising issues early. I regularly share my own coping strategies; both what has worked over the years (and what hasn’t). 

We have numerous programmes in place, on the formal end like our 24/7 external Employee Assistance Programme and phone line (which I have used myself) to our amazing internal (with formal training) Mental Health First Aiders, to monthly Mindful Moments sessions where employees share both coping strategies and activities for managing and improving mental health; to socials encouraging connection. Even our hybrid office attendance policy (2 days a week in office, but space available every day) and flexitime policy (flexing your daily start time) is grounded in wellbeing and mental health. 

Our employee-led Wellbeing and Mental Health Network fosters a community that supports positive mental health. It’s an inclusive space for employees to share stories and coping strategies and promoting mental fitness as part of our every day at Little Dot Studios.

How have you personally noticed the topic of mental health change in the workplace over the past five years?

Dan: Little Dot has around 500 staff and because we’re rooted in social video, we have a particularly young demographic; 87% of our staff are under 40. The pandemic was especially tough on younger staff as we know, with challenged working setups during lockdowns, and then a lack of mentoring, social interaction and development opportunities, which we’re seeing the longer-term impact of. 

For some of our staff, spending all day at work managing social media platforms and then clocking off and spending more time on social media platforms is also having a demonstrable negative impact on mental health. 

On a positive note, 20 years ago – I wouldn’t have felt confident flagging mental health challenges in the workplace or with a client – now it feels normalised and support can be offered far more quickly. That’s been a gradual change, but with a huge impact, and as leaders we have a responsibility to drive this.Employees are much more open to discussing their mental health struggles than they were in the past. This open and honest approach allows us, as employers, to put in place support mechanisms, ensuring that work can play a positive role in fostering an inclusive and healthy environment for everyone.

Do you think the sport industry is doing a good job in the mental health space?

Ana: I think the sport industry has come a long way in recent years. When athletes like Naomi Osaka, Simone Biles, and Marcus Rashford speak out, it helps break the stigma and shows others they’re not alone. That’s powerful.

There are definitely more resources available now – from sports psychologists to mental wellness programmes – and more conversations happening across clubs and organisations.

But we’re not there yet. Mental health still doesn’t get the same attention or resources as physical performance. There’s a lot of pressure, constant scrutiny on social media, and sometimes an old-school mentality around “toughing it out” – especially for men. That makes it hard for people to ask for help.

Access to support also varies massively – if you’re in a lower league, or in women’s sport where funding and visibility are still catching up, it’s not always there. So yes, there’s progress, but there’s still a lot more to do.

What message would you give to other organisations in sport looking to start a similar programme or platform or series of initiatives?

Ana: Start by listening. Ask your people what they actually need and take their feedback seriously. Then regularly check in to see what is making a difference and trust their guidance.

Treat it like physical health, it’s just as important. At Little Dot, they’ve got things like a dedicated wellness break room in the office, which people can use for time out, prayer, or just a moment to breathe. They run events and have open conversations to help normalise talking about mental health, and every department has trained mental health first aiders, which really helps people feel they have someone safe to talk to.

They also promote flexible working and encourage socialising through free lunches and office socials and have regular anonymous Q&A’s with the senior leadership where tough issues can be flagged. But the biggest thing is making sure people know it’s okay to use the resources on offer, without fear of judgment. 

Which sport do you think is leading in mental wellbeing?

Ana: The NBA stands out for me. They were ahead of the curve when it came to recognising the importance of mental health. Back in 2018, the NBPA launched a dedicated wellness programme, and since then, players like Kevin Love and DeMar DeRozan have been open about their struggles with anxiety and depression. That honesty made a huge difference.

The NBA now offers confidential therapy, crisis support and educational resources. Their whole approach – that the person comes before the player – is something I think every sport should adopt.

The LTA’s another good example. With athletes like Naomi Osaka leading the conversation, they’ve developed initiatives like their Wellbeing Group, which includes coaches, medics and psychologists working together to support players. They also partner with organisations like Sport in Mind and Every Mind Matters to provide broader support.

Are there any mental health-focused campaigns that you admire?

Ana: The ‘Heads Up’ campaign with the FA really stood out. It used the power of football to kickstart a national conversation on mental health, and when someone like the Prince of Wales is leading the charge, it really helps elevate the awareness of mental health in traditionally tough environments.

Another campaign that really moved me recently was a short video Norwich City released for World Mental Health Day in 2024. It was simple, but incredibly powerful – all about checking in on each other and not assuming someone’s okay just because they look it. It went viral for all the right reasons and even got a nod from UEFA. It’s a great example of how clubs can use their platform to do good. 

What’s next? Are there plans to expand what you are doing around mental wellbeing within the organisation?

Dan: The economy continues to be challenging and the sports content market is ever more competitive, so it can be tempting to cut corners or de-prioritise wellbeing. However, we’ve consistently found that a focus on mental health and wellbeing generates better creative – and financial – results for us, our clients and our partners. It’s been really pleasing how positively our clients and partners have responded to this.

Whilst events like Mental Health Awareness Week or World Mental Health Day offer a chance to focus on the issues, we aim for a 365 approach, with it always being a core priority for Little Dot. Even policies like discouraging emails outside working hours can be hugely impactful to younger staff, and approaches like providing free lunches for staff to eat together is based on recent data on the negative impact of eating alone every day. It’s all part of creating a workplace where mental well-being isn’t an afterthought – it’s baked into the culture.