Talk from the Trail - May 2025

Hey there!

No matter what May means to you – the end of the school year, you hear Justin Timberlake singing "It's gonna be May," or you proudly donned your finest hat for the Kentucky Derby last weekend, we're wishing you a great month - and are excited to share a number of things with you in this month's newsletter.

Not only do we have a pretty cool event coming up and a new partnership to announce, we'll also unpack another one of our 10 mindsets, share reflections from a recent event, and highlight a few upcoming events. Keep reading!

In the Know

You've got questions... we've got answers!

On Tuesday, May 20 at 12:00 pm EST we'll be hosting our very first AMA (Ask Me Anything)!

We know that there are a million+ questions that come to mind when you're thinking about and actually starting a mental performance business. Is this right for me? Is this even possible? What are the first steps? Am I doing the right thing? How do I get clients? Instead of letting those questions continue to swirl around in your head, come join us for a free one-hour live event.

This AMA is intentionally for current graduate students in sport and performance psychology (or related program) and early career practitioners who've graduated in 2024 and 2025. We're overjoyed (and overwhelmed) at the response so far, so it's likely that we'll host additional AMAs in the future.

We are looking forward to creating this space and offering some support while we're all together. See you then!

Announcing a Strategic Collaboration with AASP

We are excited to announce a new strategic collaboration with the Association for Applied Sport Psychology (AASP), marking the beginning of an external partnership designed to support the professional growth and entrepreneurial success of Certified Mental Performance Consultants® (CMPCs) and AASP members.

This partnership aims to enhance the knowledge, skills, and business acumen of professionals in the field of mental performance by combining AASP’s commitment to scientific and ethical practice in sport and performance psychology with our expertise in entrepreneurship.

Together, we are committed to equipping mental performance consultants with the tools, knowledge, and community they need to succeed - both in applied practice and in business. A key purpose of this collaboration is to support the career advancement of AASP members through expanded learning and networking opportunities related to entrepreneurship, to initially include:

Private practice resources in the AASP website Member Area (coming soon)
Entrepreneurship-focused webinars starting in 2026

We look forward to sharing more updates as this collaboration evolves and to continue providing meaningful opportunities for professional growth. Not already a member of AASP? Here's how joining thousands of your peers and colleagues can benefit you as a mental performance consultant.

On a more personal note, welcome to all of the new folks who have downloaded our Explore guide and signed up to stay connected with us! We're so glad you're here. Thank you to everyone who has reached out in support of this partnership with encouragement for what's to come. We are super grateful to be a part of this field and to be surrounded by good people who are doing important work, making a positive impact on others and the world around us. Thank you to Dr. Betsy Shoenfelt for initiating the conversation around this partnership during her term as AASP President and to Alex Olton for her tireless efforts as Chair of the External Partnerships Committee for bringing this to life.

Living the E Life

Let's continue unpacking the 10 E Mindsets. These mindsets give us a framework to move through the inevitable challenges and experiences that come with being an entrepreneur. We've found each mindset to be incredibly helpful, though you might focus on different ones at different times to help you create a fulfilling and sustainable entrepreneurial journey.

Here's mindset #8:

Take the healthy risk.

One of the first things you might hear about being an entrepreneur is that taking risks is par for the course.

"Entrepreneurs are risk takers"

"You can't be risk adverse and be an entrepreneur"

After living this entrepreneur life for quite a few years, we'd say that the truth is a bit more nuanced. For starters, we all have a different level of risk tolerance, which can vary across entrepreneurial domains. For example, you might feel more risk-adverse with financial decisions (hello to our fellow savers!) but not with branching out into a new area of the market.

We're not saying to throw caution to the wind and embrace risk-taking to the fullest - but rather, to take the healthy risk. This type of risk is calculated and intentional, it's a decision based on your why and your values, your goals and your competence. Sure, there will still be uncertainty with the outcome (otherwise it wouldn't be a risk, would it?) but it's something that you've determined is worthwhile. Here are some examples of healthy risks we've taken in our businesses:

Shifting from side hustle to full-time in private practice
Submitting an RFP (request for proposal) to work with an organization
Saying yes to a client or contract that is slightly outside of our comfort zone
Doing a keynote rather than an interactive workshop
Developing a new revenue stream, like group coaching
Making changes to our tech stack
Taking extended time off for maternity leave
Saying no to or referring out for various opportunities

A healthy risk feels like an uncomfortable stretch that ultimately won't destroy what you've worked so hard to build if it doesn't work out. In contrast, an unhealthy risk has a greater degree of uncertainty where an unfavorable outcome has the potential to blow up your business, ruin your reputation, or leave your finances in a state of disrepair.

Bottom line - healthy risks are part of the process. These risks can also be a lot of fun, where we have the opportunity to practice skills we teach to others, sprinkle in some creativity, and embrace the unknown. What is a healthy risk you want to take?

Key Takeaway: Entrepreneur life is full of uncertainties. Taking the healthy risk is about being thoughtful in how you stretch yourself and your business while maintaining a semblance of a safety net.

Psst: if the healthy risk you're ready to take is starting a mental performance business, the Establish course can help you do just that.

Want to keep this mindset in mind? Download your copy of the 10 E Mindsets!

the 10 E Mindsets

(13 MB)

Let's Keep Climbing

Abby ventured to the red rocks of Sedona, AZ late last month for the Mindstoke Endurance Sport Symposium. Organized and facilitated by Drs. Britt Brewer and Judy Van Raalte, we had a wonderful time talking and learning about all things endurance sport. In an attempt to capture what this collective experience felt like, here are a few snapshots from the event:

"Keep the coals lit." - Jack Mullaney

Something that NAZ Elite says to each other when they're apart, as a way to connect back to their team values, particularly connection and competition. There was a strong emphasis on values to committed action throughout the weekend.

"Within a sport, there's a whole world." - Kristen Dieffenbach

Watching a group of avid cyclists talk about the world of cycling was something else! Getting to talk in the weeds about running and triathlon with others who care equally as much about those sports was refreshing. It was a good reminder that defining your niche matters, as it helps you to intimately understand the nuances of that sport culture, what a client might be experiencing, and how you can help as a mental performance coach.

"You're learning who you are when you get involved in sport." - Joe Friel

The legend himself talked about this related to identity being a combination of what you bring to your sport and what you learn in your sport. The same is true for becoming an entrepreneur. It's not just about what we bring (our personality, credentials, experiences, and philosophy), but also about who we become along the journey.

"Why? Because I can." - Laura Crawford

I was incredibly inspired by Laura and her husband, John, who are elite ultra-cyclists. She is often asked why she continues to train and compete in her 60s, and this was her answer. While there are age-related challenges with endurance sport, there's also a lot of wisdom, gratitude for health, and curiosity around limits - all qualities and skills that benefit us along our entrepreneur journey as well.

Two other events you don't want to miss, both hosted virtually by AASP's Business Ownership Special Interest Group, are coming up soon! These are free and under review for 1.5 CEUs each (to partially meet recertification requirements for CMPC). Please contact Dr. Carla Carter, SIG Coordinator, for more information and how to join.

How to "make it" in applied sport psychology, with Dr. Jim Taylor

Thursday, May 22 from 1:00-2:30 pm EST

Marketing basics for sport psychologists, with Jesse Ghiorzi

Thursday, June 5 from 1:00-2:30 pm EST

Happy trails.

Abby & Lindsey

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