The Sport Psychology Center

What The Sport Psychology Center does

The Sport Psychology Center (ספורטדוק / Sportdoc) is an Israeli private clinical-services and training firm founded in 2010 by Dr. Ellen Katz and headquartered in Ra'anana, with a secondary address in Herzliya. It operates a portfolio of professional service lines built around sport psychology: one-on-one mental coaching for competitive athletes; a flagship Sport Psychology certification course (now in its 14th cohort, offered in a 132-hour enrichment track and a 192-hour professional track); the 'Winner in You' / Sport as Therapeutic Tool program, which adapts sport psychology techniques for therapy with children and adolescents diagnosed with ADHD, anxiety, social difficulties, and behavioral challenges; small-group therapeutic cohorts for ages 8–14; corporate workshops and lectures on stress management, team building, and resilience; and a 6-month Sport as Therapy practitioner course. Customers span professional football clubs (Maccabi Haifa, Hapoel Tel Aviv, Maccabi Petah Tikva, Maccabi Herzliya, Beitar Jerusalem), basketball teams (Bnei Hasharon), government entities (Prime Minister's Office), and a long tail of athletes, parents, and coaches nationwide.

The underlying 'technology' is a clinical methodology rather than a software platform: structured sport psychology techniques (relaxation, arousal regulation, imagery, biofeedback, goal setting, positive thinking, concentration, communication, anger management) codified into a proprietary curriculum and applied via a network of 20+ psychologists and mental coaches distributed across Israel. No software product, mobile app, API, or AI component is in evidence; the business is delivered through in-person sessions, on-site courses at the Ra'anana facility, and workshops at client locations. Distribution is direct-to-consumer and direct-to-enterprise through word-of-mouth, referrals, organic social (Facebook), content marketing (articles, YouTube testimonials), and direct inquiry, with no third-party resellers.

The revenue model is professional services and educational content: per-session fees for individual mental training and therapy; one-time course fees for the certification and Sport-as-Therapy tracks; and corporate workshop fees. Pricing is not publicly disclosed and is negotiated via direct contact. Ownership and management are concentrated within the founding Katz family, with no institutional investors, no funding rounds, and no acquisitions disclosed. The center has not pursued public listing, geographic expansion outside Israel, or technology-enabled scaling, and its growth is driven by incremental cohort expansion, alumni network effects, and selective partnership activity (notably a 2024 flagship collaboration with FC Barcelona and an ongoing relationship with SportStrata in New York).

Name

The Sport Psychology Center

Legal name

The Sport Psychology Center

Website

https://sportdoc.co.il

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

The Sport Psychology Center (ספורטדוק) is an Israeli clinical-services firm offering one-on-one mental coaching for athletes, sport-as-therapy programs for children with ADHD and behavioral challenges, professional certification courses in sport psychology, and corporate workshops, serving athletes, parents, sports clubs, and government clients across Israel.

Ownership category

akta.pro rank

Product category

Sport Psychology Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Sports and Recreation Instruction (61162)

SIC

Services-Health Services (8000), Services-Specialty Outpatient Facilities, Nec (8093), Services-Educational Services (8200)

akta.pro primary industry

Sports Psychology & Mental Performance Coaching (HSADAEAH)

akta.pro secondary industries

Coach Education, Certification & Clinics (HSADAEAO), General Health Coaching (HSADAGAA)

Keywords

• Sport psychology services
• Mental coaching athletes
• Sport therapy programs
• Athlete mental training
• Professional certification courses

Headquarters

HQ city

Ra'anana

HQ country

Israel

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Services: Revenue generated from individual mental training sessions, therapy through sport sessions, professional certification courses, and corporate workshops
2. Educational Courses: Course fees for the Sport Psychology certification course and Sport as Therapeutic Tool course, with two tracks: enrichment (132 hours) and full professional training (192 hours)

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Sport Psychology Center delivers mental training, sport-based therapy, and professional certification courses for competitive athletes, children and youth, coaches, and corporate clients. The center runs individual mental coaching sessions for athletes, therapeutic groups and individual therapy for children and youth using sport as a therapeutic tool, multi-session certification courses in sport psychology and sport-based therapy, and customized workshops and lectures for businesses, sports organizations, and government bodies.

Product overview

The Sport Psychology Center (המרכז לפסיכולוגיית ספורט - ספורטדוק) is a service-based organization offering a portfolio of sport psychology and mental training offerings. The core portfolio consists of: (1) Mental Training for Athletes — individual coaching sessions for athletes of all levels; (2) the Course in Psychology of Sport — a professional training program (~10 months) for aspiring mental coaches, available in a full professional track (~192 hours with practicum) and an enrichment track (~132 hours); (3) Sport as Therapeutic Tool — individual and group therapy using sport for children, adolescents, and adults dealing with emotional, social, and behavioral challenges; (4) Therapeutic Groups for Children and Youth — small-group (up to 8 participants) emotional empowerment programs for ages 8-14; (5) Workshops and Lectures — dynamic sessions for athletes, coaches, teams, and organizations on stress management, positive thinking, crisis coping, and empowerment; (6) the Sport as Therapy Course — a 6-month practitioner training program on using sport therapeutically; and (7) the Lucky Leo e-book — a children's resource introducing basic psychology concepts. The center operates from a dedicated facility in Ra'anana and has trained hundreds of mental coaches since 2010.

Differentiator

Problem solved

Functional benefit

Brands

• הווינר שבך (Winner in You): Sport-as-therapy program for children and adolescents with ADHD, social difficulties, low self-esteem, anger management, and emotional regulation challenges.

Products and services

• Mental Training for Athletes (אימון מנטאלי לספורטאים) Individual mental coaching sessions for competitive athletes across disciplines and skill levels, led by clinical psychologists and trained mental coaches using relaxation, imagery, breathing, concentration, and biofeedback techniques. Sessions are delivered at the Ra'anana clinic or on-site at training locations.
• Therapeutic Groups for Children and Youth (קבוצות טיפוליות לילדים ונוער) Group therapy sessions for children and youth that incorporate sport activities as the therapeutic medium, coordinated by clinical social workers under the Therapy Department.
• Sport as Therapeutic Tool - Individual Therapy (ספורט ככלי טיפולי) Individual therapy sessions that incorporate sport and physical activity as the therapeutic tool for children, youth, and adults, delivered by clinical social workers and psychologists.
• Course in Psychology of Sport (קורס בפסיכולוגיה של הספורט) A 64-session professional certification course in sport psychology, taught by Dr. Ellen Katz with guest lecturers, designed to train certified mental coaches who join the nationwide network. The course has produced over 1,300 graduates.
• Sport as Therapy Course (קורס ספורט ככלי טיפולי) A 6-month training course for therapists and psychologists on how to use sport as a therapeutic tool with children and youth.
• Workshops and Lectures (סדנאות והרצאות) Workshops and lectures delivered to businesses, sports organizations, professional teams, schools, and government clients (including the Israeli Prime Minister's Office) on sport psychology, mental preparation, parenting athletes, and related topics.
• Winner Within You Program (תוכנית המנצח שבך) A mental coaching program designed for parents of competitive athletes, helping them support their children's athletic performance and emotional well-being without adding excessive pressure.

Quantifiable outcome

• Trained hundreds of mental coaches who now lead the sport psychology field in Israel
• +1 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• FC Barcelona (Football and Basketball Club)flagshipStrategic or Co-development Partner · 1 January 2024
• The Mitem (המתמחה) - Law Exam Prep InstitutecoreStrategic or Co-development Partner · 1 January 2014
• SportStrata (New York)minorStrategic or Co-development Partner
• Academic College of Tel Aviv-YafocoreStrategic or Co-development Partner
• Test Prep InstitutescoreStrategic or Co-development Partner

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• EXOS: Human performance company offering integrated mental and physical training services to athletes, teams, and organizations. Overlaps with Sportdoc's mental coaching and corporate workshop offerings but at much larger scale and with physical training as the core service.
• BetterUp: Large-scale coaching and mental wellness platform that includes performance coaching relevant to athletes and executives. Represents a tech-enabled, scalable competitor to Sportdoc's one-on-one mental coaching model.
• Mind Gym: Performance and mental coaching provider focused on corporate clients and organizational performance. Comparable to Sportdoc's corporate workshop and team building offerings but serving enterprises rather than sports organizations.
• IMG Academy: Large-scale athletic and academic training institution offering integrated mental performance and sport psychology as part of its broader athlete development platform. Comparable to Sportdoc in mental training methodology but operates as a broad incumbent across many sports with much larger scale.

Direct peers

• InnerEdge Sport Psychology: Sport psychology practice delivering mental performance services to athletes, coaches, and teams. Closely comparable to Sportdoc's individual athlete coaching and team workshop offerings, with similar customer segments in competitive sport.
• Premier Sport Psychology: UK-based sport psychology consultancy providing mental skills training, performance coaching, and clinical support to athletes. Comparable to Sportdoc in offering individualized mental coaching and working with both professional and developing athletes across sports.
• Sport Psychology Associates: Sport psychology consultancy serving athletes, coaches, and parents with mental training, performance enhancement, and educational services. Operates a similar hybrid model of direct athlete coaching, workshops, and parent/audience education to Sportdoc.
• Compete to Create: US-based sport psychology and performance consulting firm that delivers mental coaching to athletes, teams, and organizations. Directly comparable to Sportdoc in service offering (individual mental training, team workshops, performance psychology) and customer profile (competitive athletes and elite teams).
• SportStrata: New York-based sport psychology and mental performance coaching firm. Sportdoc has an active partnership with SportStrata and one of its mental coaches (Daniel Brown) collaborates remotely with SportStrata's staff, making it a direct operational and methodological peer in sport psychology services.

Emerging players

• Mental Performance Inc. Sport and performance psychology practice offering individual mental coaching, workshops, and team consulting. Smaller-scale direct peer with comparable service mix to Sportdoc, focused on individual athletes and team environments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/%D7%94%D7%9E%D7%A8%D7%9B%D7%96-%D7%9C%D7%A4%D7%A1%D7%99%D7%9B%D7%95%D7%9C%D7%95%D7%92%D7%99%D7%99%D7%AA-%D7%A1%D7%A4%D7%95%D7%A8%D7%98-%D7%A1%D7%A4%D7%95%D7%A8%D7%98%D7%93%D7%95%D7%A7-1419236958404723
• LinkedInlinkedin.com/company/sportspsychologycenterisrael

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Sport Psychology Center