Women’s Basketball Is More Popular Than Ever—and Here’s How Players Are Handling the Bright Lights

The 2024 women’s March Madness tournament final drew over 4 million viewers more than the men’s. As the excitement around women’s sports picks up, to say that the league's top players are amassing quite the fan base would be an understatement. But alongside the highlight reels decorating our screens and sold-out arenas, there’s another conversation brewing: how these athletes are navigating an unprecedented influx of attention. We can attribute this, largely in part, to skyrocketing social media followings and name, image, and likeness (NIL) deals. And thanks to the added eyes? Holistic wellness is more crucial than ever.

We sat down with Notre Dame’s Hannah Hidalgo and Iowa State’s Audi Crooks, two standout players gearing up for this year's March Madness tournament, as well as Keri Johns, Ph.D., a sports psychologist who works with athletes to build mental toughness, to unpack how this new era of exposure is reshaping the way college women’s basketball players care for their minds and bodies. Here’s what they had to say—and why it’s a game-changer well beyond the sidelines.

The spotlight's on, and it's intense

Last year, the phenomenon of Caitlin Clark wasn’t the only thing that shook things up with NCAA basketball. While social media platforms like TikTok, Twitter/X, and Instagram amplify every dunk, crossover, and interview, NIL deals also turned players into influencers overnight. It’s a thrilling time for the women’s game, but as Hidalgo points out, that visibility comes with a cost. “It’s overwhelming at times,” she says. “My freshman year, I was just playing basketball and not necessarily taking care of myself. It wore me out.”

Crooks echoes this sentiment. The center says that the constant online chatter—whether it's praise or critiques—can creep into an athlete’s headspace. “A lot of the challenges and critiques take place online,” she says. “So I like to unplug.” The mounting pressure on athletes isn’t just about performing on the court; it’s about managing the noise off of it, too.

“It’s a different stress that exists now that didn’t before,” says Dr. Johns, who’s seen this shift up close within her work. “There’s constant feedback, and it’s harder to stay in your own lane.” With around-the-clock access, athletes are under a microscope like never before. That’s where mental toughness and a solid self-care game come into focus. 

Taking it one breath at a time

For Hidalgo, finding calm amidst the chaos starts with her breath. “I do a lot of breathing in, breathing out, taking slow breaths to calm myself down,” she shares. It’s a technique that Hidalgo picked up from a breath coach early in her career, and it’s become her go-to at the free-throw line.

“Once I’m going down, I breathe in, and when I go up to release the ball, I exhale.” The result? A clearer mind and a steadier shot, something that science co-signs. In 2018, researchers found that slow breathing techniques can reduce symptoms of “arousal, anxiety, depression, anger, and confusion,” and increase feelings of “relaxation, comfort, pleasantness, vigor, and alertness.”¹ In other words? A few breaths can definitely impact a player’s free throw percentage, or in Hidalgo’s case—help her break the Notre Dame record of reaching 1,000 career points in just 44 games earlier this season.

Dr. Johns breaks down why this works: “Deep, diaphragmatic breaths trigger the nervous system to calm down and move out of fight-or-flight into pause-and-focus.” It’s not one-size-fits-all, though. While Hidalgo may home in on the zen when life gets hectic, others thrive on vibrant, energetic moments. The key, Dr. Johns says, is finding your “sweet spot” and practicing it utilizing repetition—similar to the way we strengthen a muscle.

Crooks also often opts for leaning on gratitude to flip her internal dialogue when negativity or pressure mounts. “When I’m down, I try to remember why I started playing and the joy that comes with it,” she says. “It’s a privilege to practice and play, so I count my blessings.” 

Self-care is a non-negotiable

Self-care might sound like a luxury for a lot of players between the steady hum of games, practices, and academics. One recent survey found that only 73 percent of people are aware that they need more time for self-care—many of our favorite players, included. For Hidalgo, she’s all about being proactive and taking care of herself by stepping into the outdoors, even before the pressure of the game sets on.

“Being outside in beautiful weather and embracing nature takes my mind off everything,” she says, adding that giving back to her community also helps her find her peace, making time to connect with kids and fans as often as possible. “I also have this huge perfume collection,” she laughs. “It’s different every day, but I have a big thing for scents and smelling good.” (Hidalgo swears she doesn’t have one signature scent.)

Crooks, meanwhile, keeps it cozy and creative. “Listening to music, playing the guitar, skincare, reading the Bible, taking a bath, or a nap—that’s what fills my cup,” she says. Off the court, she carves out mini-breaks to center herself and focus on me for a few minutes a day. 

Dr. Johns sees this as a trend among young athletes. “They’re opting out of the social media world more, being compartmentalized with it, because it doesn’t feel good,” she adds. “Mindfulness skills, like focusing on one thing at a time, help them stay present.” In an era where doomscrolling can steal your peace, the intentionality of these players especially during the tournament is both impressive and worth mimicking. 

How good leadership helps take off the pressure

As leaders on their teams, Hidalgo and Crooks both admit to feeling the weight of their roles—but they’re redefining what success looks like. To Hidalgo, leadership is making it a priority to work with everyone regardless of background to play at the highest level. “Being able to embrace everyone’s differences and love them in their own unique way is a blessing.” From her point of view, winning a national championship is the goal, sure, but so is building a team that feels both seen and supported.

Crooks ties leadership to relatability. “To be a leader is to be someone worth following,” she says. “Success feels great because most of the time it’s a group accomplishment.” And when she’s on the court, Crooks shrugs off hype: “That’s where I feel the least amount of pressure. I just play ball.”

Dr. Johns’ advice for tuning out the noise is to consider the source. “Is this an armchair expert or someone who actually knows you? Let go of what doesn’t matter and listen to the people in your corner.” It’s a lesson Hidalgo’s learned, too. “It’s okay to step away and disconnect,” the guard tells peers struggling with the spotlight. “You don’t have to always be on social media.”

Why this all matters now

The rise of NIL and social media have flipped the script for college athletes. They’re not just players anymore. Now, these young women are brands, role models, and targets for scrutiny—oftentimes before they’re old enough to legally have an alcoholic drink or rent a car. “These programs are designed to capture your attention,” Dr. Johns warns, pointing to the clickbait that often floods your social feed. Without a strong mental health toolkit, it’s easy to get lost in the fray and succumb to the pressure.

But Hidalgo and Crooks are proof you can thrive despite the noise. Whether it’s Hidalgo’s pre-game pasta and prayer or Crooks’ gospel tunes and applesauce, they’re weaving wellness into their routines— and inspiring their fans and followers to do the same (okay, us too). As Dr. Johns puts it, “Repetitive practice builds muscle memory and becomes second nature.” The more and more these athletes (and you, too) prioritize well-being, the easier it becomes to handle the more challenging things in life—like winning it all in March Madness.