Powering the potential of developing athletes

ModelAthlete® blends cutting-edge research in performance psychology with world-class education to make an athlete’s development experience a true source of competitive advantage.

Why we exist

Our purpose

While outstanding natural ability is a crucial ingredient for success as an athlete, innate potential can often remain unrealised if not effectively nurtured along the developmental pathway. For this reason we believe elite athletes are largely built, not born. Driven by this belief and underpinned by our strengths-based model, we exist to help shape the optimal development experience for young athletes.


What we do

Shaping model athletes via model 


Underpinned by our own strengths-based model of talent development our suite of research-driven tools and solutions empower sport organisations to go from imagining model athletes to building them.

How we operate 

Understanding the development landscape

We understand that no two athlete pathways are alike. From Olympic sport pathways, Premier League football academies and NCAA colleges right the way through to community and school sport, we take the time to learn about each unique athlete pathway including any challenges they might currently be facing. 


The cornerstones of our approach

No matter where the focus of our consultancy lies - whether it be at the individual or organisational level - everything we do is built around four cornerstones of applied practice

Cornerstone #1



We meet each individual or organisation exactly where they are at with tailored development tools and solutions to meet their unique needs. Our flexible, interdisciplinary consultancy model offers the freedom and versatility to dial up or dial back our services as and when required.  


Cornerstone #2

Fast start, strong finish

Powered by cutting-edge technology and innovative research methodologies, we’re able to move swiftly from insight to action so individuals and sport organisations can fully leverage the strategic intelligence we provide to optimise their development and performance.

Cornerstone #3

Best-practice mindset

Everything we do is underpinned by a best-practice mentally centred around an applied research ethos, expert input and

output, evidence-based methodologies, innovative development tools, tailored solutions and personalised end-to-end management. 


Cornerstone #4

High-impact growth 


We're laser-focused on delivering the 'so what' with meaningful, high-impact growth experiences, actionable insights and tailored optimisation strategies that generate tangible, measurable results. 

Meet the world-class research team behind our world-class tools & solutions

To provide world-class development experiences we believe it’s key that our team are world-class practitioners. Learn more about the pioneering research team whose strengths-based research in elite sport underpins our evidence-based tools and solutions.


Prof. Joanne Butt Ph.D., C.Psychol.

Professor of Sport Psychology

Liverpool John Moores University, UK

Joanne currently works as a Professor of Sport Psychology at Liverpool John Moores University’s School of Sport & Exercise Sciences in the UK. Joanne completed her MSc and PhD at Miami University and is a chartered sport and exercise psychologist with the British Psychological Society (BPS). With over 20 years teaching and applied experience, Joanne has delivered sport and performance psychology support to a wide-range of elite athletes and teams across a variety of levels including Team GB Olympians, Olympic coaches, NCAA and Varsity student-athletes and elite youth footballers. Joanne’s research focuses on the key psychological constructs that impact on athletes’ and coaches’ development and performances.

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Dr. Andrew Mills Ph.D., C.Psychol.

Founder, ModelAthlete® 

Sheffield Hallam University, UK

Before founding ModelAthlete® Andrew worked as a lecturer, researcher and talent development consultant at Sheffield Hallam University's Centre for Sport & Exercise Science (CSES) in the UK. Holding an MSc and PhD in sport & performance psychology, Andrew has carried out research and consultancy for a wide-range of elite sport organisations to help optimise their athlete development pathways and has over 10 years experience working individually with athletes to help them realise their potential athletically and personally. He also works with coaches and sport parents to optimise their respective roles in the development process. Andrew’s published research focuses on the individual and environmental strengths that interact to facilitate optimal performance and development. 

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Prof. Ian Maynard Ph.D., C.Psychol.

Head of School of Sport

Essex University, UK

Ian currently works as Head of School and Professor of Sport, Rehabilitation and Exercise Science at the University of Essex in the UK. Ian holds an MSc and PhD in sport psychology and is a chartered sport and exercise psychologist with the British Psychological Society (BPS). With over 30 years teaching and applied experience, Ian has delivered sport and performance psychology support to a wide-range of elite athletes and teams across a variety of levels including Team GB Olympians, Olympic coaches, Premier League referees and world-class rugby and cricket players. Ian is also the current Editor of the Journal of Sport Psychology in Action and sits on the Technical Advisory Group (TAG) for the English Institute of Sport (EIS). The TAG is responsible for strategic direction and monitoring the operational management of the EIS. 

You're in elite company

Our team of world-class performance psychologists, researchers and talent development consultants have worked with a wide-range of elite sport and educational organisations 

To play, press and hold the enter key. To stop, release the enter key.

Ready to get the ball-rolling?

We’d love the opportunity to discuss how our range of evidence-based tools and solutions can add value to your athlete pathway.

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