Jeff Olson spent nearly four decades coaching high school football and basketball in Ishpeming, Michigan. The coach’s mission during that time helped mold countless young athletes and brought home three state titles. But sports couldn’t prepare him for the most devastating loss of his life—the death of his son, Daniel. He died by suicide just weeks before his 20th birthday. Jeff’s mission now is to end the silence around teen mental health. He joined Maino and the Mayor to share the story.

Jeff describes Daniel as an “All-American kid.” A standout athlete, a state finalist quarterback, and a defensive MVP on the basketball court. He was a leader, a friend, a brother, and a son who inspired those around him with his drive and spirit. But beneath the surface, Daniel was silently battling a storm that too many young people face alone. He was anxious and depressed.

Listen to the entire episode here:

“He was good at everything,” Jeff says. “Tons of friends, girlfriends, great in school—everything looked perfect from the outside. But he started feeling different as early as sixth grade.”

Jeff and his wife began to notice subtle changes—mood swings, irritability, emotional withdrawal—but Daniel, like many teenagers, kept his pain to himself. It wasn’t until his junior year of high school that he admitted he was struggling and asked for help. By then, he had already survived one suicide attempt.

But Daniel continued to struggle. Jeff says therapy, medication, even unwavering love wasn’t enough. And after two years of college football at St. Norbert in De Pere, the pressure became too much. He returned home and took his life in 2012.

The family made a courageous decision. Just two days after Daniel’s death, while sitting in a funeral home, they vowed not to stay silent. They would instead speak out—not only to honor Daniel’s life, but to prevent other families from going through this same pain.

Their promise is the foundation of the Do It for Daniel movement. It’s a mental health awareness campaign centered around a powerful documentary featuring Daniel’s life and his struggles. Jeff’s raw, honest presentation accompanies it.

He has since traveled to hundreds of schools and communities across the Midwest, using his story to dismantle the stigma surrounding mental illness.

“This isn’t about weakness,” he explains. “It’s a medical illness of the brain. Just like you’d get help for a torn meniscus or diabetes, people need to get help for depression and anxiety. But too often, they feel like they can’t.”

Jeff also stresses that mental illness is not something you just “snap out of.” It’s complex, deeply personal, and different for everyone. His goal is to help both teens and adults recognize the symptoms, find the language to describe what they’re feeling, and give them the courage to come forward.

The documentary—shown in full or through powerful 14-minute clips—has moved thousands to tears, and more importantly, to action. Jeff says he often receives messages from students, teachers, and parents who credit the presentation for changing or even saving lives.

And for Jeff, that’s the point.

“I feel like I’m Daniel’s voice now,” he says. “Helping others understand what he couldn’t explain.”

And as Mental Health Awareness Month brings renewed attention to suicide prevention, Jeff’s message is more urgent than ever: listen, talk, support, and never assume someone is okay just because they seem fine.

Learn more about the movement at doitfordaniel.com or follow Do It for Daniel on Facebook.

ADDITIONAL RESOURCES:

988 Crisis Lifeline Information here

Mental Health in Crisis Mode: How to Reclaim What You Can Control

National Alliance on Mental Illness – Wisconsin Help Page here

State Action Plan to Address Mental Health Crisis – Take the Survey here

Mental Health – America Wellness Page here

On Monday night, The Courier Journal received a statement from an HISA spokesperson that no official appeal has been filed.

This past Friday, the Kentucky Board of Stewards issued an Order imposing a penalty against Jockey, Junior Alvarado for violating HISA’s riding crop rule in the Kentucky Derby.  The Stewards concluded that Mr. Alvarado violated HISA Rule 2280(b)(2) by using the riding crop more than the permitted amount during the Kentucky Derby. The penalty for such violations depends on the class of the violation (i.e., the number of uses of the riding crop above the permitted amount) and the amount of the purse.  In this case, Mr. Alvarado was found to have committed a Class 3 Violation in the Kentucky Derby, for which the applicable fine is 10% of the Jockey’s portion of the purse or $1,000, whichever is greater.  Mr. Alvarado’s winning mount fee was $310,000, which equates to a $31,000 fine. 

The ruling: HISA Ruling – R000722167

However, Mr. Alvarado’s fine was doubled pursuant to an escalating penalty structure for repeat riding crop violations within the previous 180 days. The escalating penalty structure was implemented to deter repeated riding crop violations and in furtherance of the safety and welfare of Covered Horses.  A copy of HISA Rule 2282 is available here: Rule-2000-Series_05.02.25.pdfRiding crop penalties may be appealed for a hearing before the Internal Adjudication Panel which will consist of three active stewards from other jurisdictions.All jockey crop fines collected go towards supporting the jockey mental health program we have put in place with Onrise, an athlete specific mental health platform.Mr. Alvarado has not yet appealed the ruling.Alvarado was fined $62,000 and suspended two days as the result of excessive crop use during his winning ride on Sovereignty in the Kentucky Derby on May 3 at Churchill Downs.

HISA ruled Alvarado used his crop eight times on Sovereignty, when the rule is that jockeys may use their crops no more than six times.

The penalty is 10% of the jockey’s earnings from the race — which would be $31,000 for the Kentucky Derby — and a one-day suspension. Since this was Alvarado’s second violation in the last 180 days, his penalty was doubled.

On Courier Journal columnist C.L. Brown‘s podcast, Alvarado said, “I forgot it was a rule. … I was seeing my dream coming true right in front of me. The whip rule was the last thing I had in my mind. I have to pay the consequences, I guess.”

Sovereignty will not run in the Preakness on May 17 and is expected to return for the final leg of the Triple Crown, the Belmont on June 7 at Saratoga.

Reach sports reporter Prince James Story at pstory@gannett.com and follow him on X at @PrinceJStory.

This story was updated to add a gallery.