Global Entrepreneurship Week: Football, fashion, and feelings - Calum's journey to entrepreneurial success

The theme of this year’s Global Entrepreneurship Week, which runs from 18-24 November, is ‘Entrepreneurship is for Everyone’, so we’re highlighting how USW is helping aspiring business owners, and those already running their own enterprises, become a success.

At just 26, Calum O'Neill is already making waves with his unique blend of football, business, and a heartfelt mission to address mental health, particularly in men's sports.

Growing up in Penarth, Calum 's journey began with a love for football and an ambition to make a meaningful difference, but his path took several unexpected turns before he found his true calling.

After leaving school in 2016, where he achieved A-levels in performing arts, drama, film studies, and history, Calum initially pursued acting in Bristol.

However, the world of football always called him back. His passion for the game led him to coaching and, later, to study football coaching and performance at the University of South Wales (USW), where he graduated with first-class honours.

It was through his personal experiences and those of his close friends that Calum became aware of the serious mental health issues prevalent in the world of football, especially among young men.

Growing up in an environment where expressing emotions was often seen as a weakness, Calum noticed the lack of conversation around mental health. His friend’s story – a talented footballer dropped from an academy due to injury and left to struggle alone – hit particularly hard.

“That was when I realised that mental health was a hidden struggle for many young athletes,” Calum said.

From these conversations, the idea for Mentality was born. What began as a football coaching initiative soon transformed into something much larger – a platform to address mental health openly and break down stigma.

The brand Mentality started as a clothing line, designed to signify solidarity and openness about mental health struggles. It aimed to create a community where young men could express themselves without fear of judgment, simply by wearing a T-shirt or hoodie that symbolised shared experiences.

“The goal was to create something that men could wear and see in others, feeling an unspoken connection,” Calum said.

“I didn’t start the business because I had a massive love of fashion – I wanted it to be a movement toward openness and vulnerability, in spaces where these were rarely embraced.”

With the support of USW’s Enterprise Team, and funding support from programmes run by the University, Calum’s business has flourished. The University provided invaluable resources, from mentorship to office space, helping him navigate the early challenges of building a brand.

Collaborations with Cardiff City FC and Girls Who Run have further propelled Mentality’s growth, allowing Calum to reach wider audiences and continue spreading his message of mental health awareness.

His journey doesn’t stop at clothing, however. Alongside the brand, he runs weekly mental health drop-in football sessions in Cardiff. These offer a space where men can play the game they love while fostering a sense of community and openness.

“Rarely do we talk directly about mental health, but it’s the environment we create that allows guys to feel comfortable enough to open up if they need to,” Calum said.

Looking ahead, he plans to expand both the clothing line and the football sessions, working with larger organisations to bring Mentality to more people.

“I want to continue breaking down the barriers around mental health in football and beyond, one conversation – and one T-shirt – at a time,” Calum said.

For information on startup and business support at USW contact [email protected]