Helping people win by making learning and development a competitive advantage.

Our goal is to transform the way organizations think about winning by embedding a culture of learning, adaptability, and strategic development for their people. With deep experience in the NHL, MLB, NFL, NBA, and military special operations, we provide strategic leadership development, culture transformation, and high-performance coaching for athletes, coaches, and executives. Our approach goes beyond short-term wins, focusing on building long-term success through structured learning frameworks, leadership growth, and high-impact team development. By embedding a culture of continuous improvement, we help organizations optimize talent, strengthen leadership, and create lasting excellence on and off the field.

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Coaches

Executives

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Help us unlock the full potential of your business with our expert analyses and strategic guidance. We provide precise solutions tailored to enhance your competitive edge.

Sometimes a spark of insight and inspiration is a catalyst for more. We provide options for dynamic speaking points, actionable insights and informed perspectives from industry leaders.

Our team of seasoned professionals offers strategic insights and tailored solutions to elevate your business. Trust our expertise to guide your organization towards achieving its goals.

About Angus Mugford

I am passionate about helping people win, by making learning and development a competitive advantage. Over the past 10 years, I have been a front office executive in professional sport, overseeing athlete performance and player development for professional athletes.

My background, doctoral degree and training in performance psychology have given me a lens to understand people, and use these principles to help build systems that empower people to be at their best. This is not just athlete centered, but also enriching the staff and collaboration within the culture around teams, that lead to winning and sustainable success.

I've been honored to build a unique body of work, particularly in the last 10 years at the cutting edge of innovative roles in Major League Baseball (MLB) with the Toronto Blue Jays, and in the National Hockey League (NHL) with the New Jersey Devils. Being an outsider to these sports, earned me a nickname of the 'Reverse Ted Lasso' by the Sports Business Journal, as a British 'Coach' in the trenches of North American pro sport.

Beyond the last 10 years of leadership and change management within pro organizations, I have also served as the President of the Association for Applied Sport Psychology, and worked for the previous 12 years in the world renowned IMG Academy in Florida. This experience as Director of the IMG Institute, and Head of Mental Conditioning for the Academy, had me develop programs and work directly with many professional athletes and coaches in their development journey, as well as collaborating in the build of a significant human performance contract for the US Military Special Operations community. IMG's global and corporate reach even created opportunities to work alongside world class partners like Under Armour and the Gatorade Sport Science Institute with projects and initiatives that looked at commercial interests, and development within their own organizations, as well as exploring opportunities for innovation.

My passion for development is sport agnostic, and gets to the heart of how can we hack human potential and simply be better at what we do and more authentic to who we are. That also starts with me, and pushing myself to practice what I preach as a person, professional and parent, continuing to grow, reflecting, collaborate and learn as part of my journey.

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