This chapter explores the transformative impact of athlete-centric Human Resources (HR) practices in the realm of sports management. It emphasizes a holistic approach to athlete development, leveraging technology and data analytics for personalized insights. The delicate balance between individual athlete goals and organizational objectives takes centre stage, with a spotlight on mental health prioritization. Through case studies, the chapter identifies challenges, predicts future trends, and showcases exemplary organizations. In essence, athlete-centric HR emerges as a catalyst, reshaping success in sports beyond mere on-field achievements, focusing on the comprehensive well-being and sustained success of the athlete.