Our Story and Founder’s Journey

Russ Cooke, Co-Founder of nDUR experienced that unique journey of a student athlete. After 5 recorded concussions as a UMASS Amherst football player, Russ got his chance at the NFL, only to be cut short with his 6th and final concussion during pre season with the NY Jets in 1979.

His story is not unique and all too familiar for thousands of athletes who have had to nDUR major set backs and abrupt changes impacting their lives only in a way that a student athlete can understand. nDur is Russ’s life and mission, as he works tirelessly to give back to today’s student athletes the tools and support they need to succeed in life. Support he did not have access to as a collegiate athlete.

You can read the Forward to Russ’s book “Going to the Edge“: From the Locker Room to the Board Room, written by his coach and mentor, the late Coach Dick McPherson (UMASS, Syracuse University, NE Patriots). Going to the Edge is Russ’s first hand story of adversity and what he nDUR’d to be successful in life.

nDUR For Athletes is an evolution of a community app designed to connect college bound high school students to colleges. This experience inspired a group of former college athletes from UMASS, Harvard, Babson and URI to make a greater impact on young adults by focusing on mental health and wellness. Prior to being a technology company, nDUR for Athletes grew out of a 100 year old traditional marketing communications firm (printing and direct mail services) that specialized in the higher ed market serving Admissions, Alumni and Institutional Advancement offices. Shortly after the iPhone was released in 2007 it became evident there was a need to evolve our services to more effectively reach and communicate with today’s digital native audiences. We are a leader in higher education innovation, with over 300,000 students who have used our apps to research, apply and enroll at hundreds of U.S. colleges and unversities.


nDUR was created to support the No. 1 priority on every campus today- mental health and wellness. nDUR is set to change the game and make a meaningful impact. We are a group of mission driven passionate educators and entrepreneurs who’s focus is to help student athletes better manage the stresses and challenges they face every day, and make mental health and wellness part of every student athlete’s daily routine so they can success on and off the field.