Culxtured Adds Strategic Partner to Build the Future of Paralympic Sport Culture

Despite record-breaking global interest in the Paris 2024 Paralympic Games, media coverage remains deeply uneven between the Olympics and Paralympics. At Beijing 2022, more than 400,000 online articles covered the Olympic Games, compared to just 11,600 about the Paralympics — a staggering 97% gap in coverage.

That gap is exactly why Culxtured was founded. Paralympians, along with their friends, families, and fans, deserve a place where Paralympic sport is followed, understood, and respected year-round. Culxtured exists to help close that gap not only during the Games, but in the years between them, by building sustained fandom, cultural relevance, and credibility for Paralympic sport.

“You can’t become a fan of what you can’t follow. That’s why Culxtured exists. If we help society become more cultured in Para sport, sports fans will realize they’ve been Para sport fans all along,” said Danielle Aravich.

Now, as Culxtured prepares to enter its first Paralympic Games cycle, the athlete-founded media collective is ready to show up with full force at Milan–Cortina, expanding its coverage and deepening its impact by tapping voices from across the sports ecosystem. 

To support this next phase of growth, Culxtured has added Anna “AJ” Johannes to its roster. A Paralympic bronze medalist and inclusion and storytelling strategist, Johannes will work alongside the founders to help shape Culxtured’s long-term vision, brand architecture, and positioning as the platform builds toward Milan–Cortina, LA28, and beyond.

Johannes brings more than a decade of experience across elite sport, corporate marketing, and inclusive brand strategy, having advised brands, nonprofits, and sports organizations on storytelling, audience engagement, and cultural relevance. Her work bridges lived experience and professional expertise, helping organizations move beyond one-off moments toward lasting impact.

"It's an honor to join this team at such a pivotal moment. What they've created is truly game-changing for Paralympic and adaptive sport. I'm excited to join these trailblazers and help translate our vision into a long-term culture shift that extends far beyond the Games.” Johannes had to say. 

“Anna becoming a partner at Culxtured is going to take our business to the next level. Her ability to build revenue‑driving strategy, combined with her operational discipline and long‑term vision, makes her the ideal partner to elevate our company. She will help us move faster, seize key moments, and strengthen the Culxtured as we scale” said Ryan Neiswender.

Together, Culxtured and Johannes aim to build something bigger than coverage alone: a living, evolving culture around Paralympic sport.

“Culture doesn’t just happen. It is built. Minute by minute, season by season, generation by generation,” the Culxtured team shared.

Culxtured’s Milan–Cortina coverage will focus not only on athletes, but on the broader ecosystem that shapes how Paralympic sport is understood, recognizing that culture is built by everyone who watches, reports, supports, and shows up.