athlete Masterclasses with joe & the juice

ATEK Sports Club is ATEK Sports community for people who want closer access to the world of elite sport. Together with Joe & The Juice, we turned elite performance into real-world sessions people can actually join.

We brought athletes, coaches, members, and partners into the same room — translating pro-level standards into practical takeaways the community can apply.

Recent sessions:

• Ako Rahim (20+ years in performance coaching): “quality over quantity” — training, recovery, and lifestyle built for long-term results.

• Oskar Elofsson (Beijing 2022 Olympian): the mindset and physical demands behind performing under pressure.

• Brandon Barton (former Djurgården Head Coach): tempo, movement precision, and the small details that separate good from great.

This is ATEK Sports in practice: bringing athletes and elite coaches closer to people, turning performance into experience, and building real bridges between elite sport, community, and culture.

To maximise cultural impact, we curated a high-energy mix of members, elite profiles, and top creators — turning each session into a true community moment and generating serious organic momentum, premium content, and brand visibility that travels far beyond the room.

Thank you to both Joe & The Juice and Mentalité d’Or for your trust in us.
More sessions ahead.