As the Super Bowl approaches, the world is once again captivated by the raw power, precision, and endurance of elite athletes. Every player on the field has fine-tuned their body to perform at peak levels, leaving no stone unturned when it comes to optimizing recovery, nutrition, and mental well-being. But amidst the conversations on diet plans, sleep cycles, and injury rehabilitation, one essential factor is still missing: sensory health.

Taste and smell—the two senses often taken for granted—are fundamental to an athlete’s ability to fuel properly, recover from injuries, and maintain mental well-being. At the World Taste & Smell Association (WTSA), we are dedicated to bringing awareness to the crucial role these senses play in sports and beyond.

A Missing Piece in Injury Recovery

Traumatic brain injuries (TBIs) are common in high-contact sports like football, soccer, and boxing. Research shows that over 70% of TBIs lead to some level of taste and smell impairment—an invisible injury that can severely impact an athlete’s recovery.

“These impairments aren’t just about losing the ability to enjoy food,” explains Mindy Yang, Co-Founder and Chief Engagement Officer of WTSA. “They can lead to appetite loss, unintentional weight fluctuations, and even depression—all of which can hinder an athlete’s recovery timeline.”

While concussion protocols focus on cognitive and physical rehabilitation, sensory rehabilitation remains largely uncharted territory in sports medicine. At WTSA, we’re working to bridge this gap by collaborating with researchers and sports organizations to develop evidence-based sensory recovery programs.

Nutrition: Why Flavor Matters More Than We Realize

Athletes follow strict dietary regimens, but without a strong sense of taste and smell, eating becomes a challenge. When food lacks flavor, motivation to eat diminishes. This can result in poor nutrient intake, affecting muscle recovery, energy levels, and overall performance.

By incorporating sensory-driven nutrition strategies, we can help athletes enhance their dietary adherence, ensuring they receive the nutrients they need to perform at their best.

The Mental Health Connection

A growing body of research highlights the link between sensory loss and mental health struggles. Smell is directly connected to the limbic system, the brain’s emotional center. Losing the ability to smell not only dulls an athlete’s experience of the world but can also increase the risk of anxiety, depression, and social withdrawal.

Many elite athletes already battle performance anxiety and high-pressure environments. Adding sensory impairment into the mix can exacerbate these challenges. WTSA is working to introduce aromatherapy-based interventions, using scent as a tool to reduce stress, enhance relaxation, and promote better sleep—critical components of an athlete’s recovery process.

How We’re Bringing Sensory Health Into the Sports Conversation

Despite its profound impact, sensory health is still an afterthought in most sports science discussions. But as sports organizations become increasingly invested in holistic wellness, it’s time for a shift.

At WTSA, we aim to bring sensory health into the mainstream through:

• Educational initiatives on the role of taste and smell in athletic recovery.

• Collaborations with sports medicine professionals to develop sensory rehabilitation protocols.

• Athlete-driven advocacy to raise awareness about sensory loss and its impact.

Athletes and sports leaders have a unique platform to champion change. By addressing sensory health, we’re not just improving individual recovery journeys; we’re elevating the entire conversation around athlete well-being.

The Future of Sensory Science in Sports

With major sporting events like the Super Bowl capturing global attention, now is the perfect time to highlight the role of sensory health in performance and recovery. Looking ahead, innovations in neurosensory science, AI-driven smell diagnostics, and personalized sensory recovery kits could transform the way athletes approach wellness.

WTSA is leading this charge, inviting sports professionals, healthcare experts, and athletes to be part of this movement. Whether through research funding, advocacy, or personal involvement, the opportunities to make an impact are immense.

As we witness feats of human strength and resilience on game day, let’s not forget that health is multi-dimensional. Sensory well-being is not just a side note—it’s a game-changer.

 Join Us in Elevating Athlete Wellness

We invite sports leaders, athletes, and industry stakeholders to be part of this groundbreaking effort. Your support not only impacts lives but also strengthens your commitment to innovation in athlete care—all while benefiting from tax-deductible contributions and high-visibility collaborations.