ACG Mental Performance

What ACG Mental Performance does

ACG Mental Performance, operating as Anderson Mental Performance, LLC and headquartered in Des Moines, Iowa, is a 100% online mental performance coaching platform serving youth athletes (primarily ages 12–25), their parents, and sports organizations across the United States. Founded by Michael Anderson after he was unable to find a sports-focused mental performance coach for his son, the company partnered with DJ McMoil (MSc in Sport and Recreation Sciences from Ohio University, 2022; Ed.D. candidate in Sport and Performance Psychology at University of Western States) to build an athlete-centered coaching model. The company self-describes as the first national athletic mental performance platform operating entirely online, with all live coaching delivered via Zoom video conferencing to a distributed, nationwide customer base.

The product portfolio comprises four core programs: (1) 1:1 Premium Coaching subscriptions in three tiers (Activate at $175/month, Commit at $349/month, Go at $549/month); (2) MindLab, a monthly group coaching membership priced at $14.99/month per individual (also referenced as $350 per cohort of up to 20 athletes) with 45-minute live sessions on the third Monday of each month; (3) Teams Programs starting at $500 for custom group sessions; and (4) Organizations Programs with scalable, organization-wide deployments including revenue-sharing arrangements with partner organizations. Supporting technology includes a free online mental performance assessment tool (assessment3.acgmentalperformance.com), an online scheduling and member portal with 24-hour reschedule policy, and SSL/AES-256 encrypted delivery. All coaches are required to hold a master's degree or higher, be former or current athletes, complete in-house training, and pass background checks.

Revenue is generated primarily through recurring monthly subscription billing across individual and group programs, supplemented by per-session team fees and enterprise-level organization partnerships. Go-to-market combines direct-to-consumer digital sales (website, free assessment lead magnet, consultation calls, online account management) with a sales-led B2B motion targeting sports clubs, high schools, and collegiate programs through custom discovery calls. Marketing channels include a content blog, monthly email newsletter, social media, a podcast ("After the Athlete" hosted by Lexi Reed), a free downloadable Mental Performance Toolkit, and a video library. The company is privately held and founder-led, with no external institutional investment, private equity, or venture capital backing disclosed in the source material.

Name

ACG Mental Performance

Legal name

Anderson Mental Performance, LLC

Website

https://acgmentalperformance.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ACG Mental Performance is a 100% online mental performance coaching platform that delivers live Zoom-based individual, group, team, and organization coaching to youth athletes, their parents, and sports clubs across the United States via subscription and partnership programs.

Ownership category

akta.pro rank

Product category

Sports Psychology Coaching

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Psychology & Mental Performance Coaching (HSADAEAH)

Keywords

• Mental performance coaching
• Sports psychology services
• Youth athlete coaching
• Team mental skills training
• Online coaching platform

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. 1:1 Premium Coaching Subscriptions: Monthly subscription programs for individual athletes with three tiers (Activate, Commit, Go) offering 1-4 sessions per month plus between-session support. Recurring monthly billing with cancel anytime policy.
2. MindLab Monthly Membership: Affordable monthly group coaching membership at $14.99/month with live sessions held on third Monday of each month. Includes community access and training tools.
3. Team Sessions: Custom mental skills training for teams with sessions starting at $500. Revenue sharing available through 1:1 coaching program revenue for partner organizations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

ACG Mental Performance sells live, online mental performance coaching programs for individual athletes and sports teams. Programs include a monthly group coaching membership (MindLab), three 1:1 individual coaching tiers (Activate, Commit, Go), and custom Teams and Organizations programs. All coaching is delivered by certified mental performance coaches via Zoom, and supported by a proprietary Mental Performance Assessment tool and online scheduling/member portal.

Product overview

ACG Mental Performance is a live, online mental performance coaching platform offering multiple program tiers: MindLab (affordable monthly group coaching at $350 for groups up to 20), 1:1 Premium Live Coaching (individualized subscription tiers at $175-$549/month with Activate, Commit, and Go options), Teams Program (custom group sessions starting at $500), and Organizations Program (scalable organization-wide solutions). The platform also provides a free mental assessment tool for measuring athletes' mental game. All coaching is delivered via live Zoom sessions by certified mental performance coaches.

Differentiator

Problem solved

Functional benefit

Products and services

• MindLab Affordable monthly group coaching membership offering 45-minute live interactive group sessions held on the third Monday of each month with expert mental performance coaches. Includes mental skills assessments, monthly themed topics, recaps and actionable training tools, quarterly parent sessions, and community access. Groups accommodate up to 20 athletes. Priced at $14.99/month per participant.
• 1:1 Premium Live Coaching Private individualized coaching program with three monthly subscription tiers (Activate at $175/month for 1 session, Commit at $349/month for 2 sessions, Go at $549/month for 4 sessions). Each tier includes 45-minute private coaching sessions, an assigned performance coach, between-session voice/text check-ins, and personalized development focus. Billed monthly with cancel-anytime policy.
• Teams Program Custom mental skills training for youth and collegiate sports teams covering team dynamics, leadership growth, mental preparation, and interactive breakout sessions. Sessions start at $500 with pricing scaled to team size (contact for pricing for teams of 20+ athletes). Designed to strengthen team performance and cohesion.
• Organizations Program Strategic mental performance program for sports clubs and organizations providing scalable, organization-wide impact with tailored programs for any sport, unified culture alignment, turn-key partnerships, and revenue sharing opportunities for partner organizations through 1:1 coaching program revenue.

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Premier Sport Psychology: Provides mental performance coaching and sport psychology services to athletes and teams, including remote/telehealth sessions. Comparable to ACG in offering 1:1 and team-based mental performance coaching aimed at competitive athletes.
• Confident Athletes: A long-running direct-to-consumer sport psychology coaching service for individual athletes, offering 1:1 mental coaching via phone/video. Highly comparable to ACG in target customer (competitive athletes/parents), delivery format (remote coaching), and individual subscription model.
• Mind's Eye Sport Psychology: Sport psychology consultancy providing mental performance services to athletes and teams, including remote sessions. Overlaps with ACG on athlete mental skills coaching, though more clinician-led than platform-led.
• Inner Edge Sport & Performance Psychology: Sport and performance psychology practice offering mental skills coaching to athletes, teams, and coaches, with remote delivery options. Comparable to ACG in service scope (1:1 and team mental performance coaching) and athlete target market.
• The Mental Performance Lab: Online mental performance coaching practice serving athletes of various levels with individual sessions and team programming. Directly comparable to ACG in virtual delivery, athlete focus, and tiered individual/team service structure.

Emerging players

• Athlete Assessments: Provides athlete-focused mental performance and team cohesion tools, including DISC-based assessments and coaching. Comparable to ACG in the assessment + coaching stack for athletes and sports organizations.

Broad incumbents

• IMG Academy: Large, established sports training institution that incorporates mental performance coaching into its broader athlete development curriculum. Comparable to ACG as a much larger incumbent offering mental skills services to youth athletes and teams, but with a facility-based model.
• Calm: Mass-market mental wellness subscription app with content aimed at performance, focus, and stress. Adjacent to ACG as a consumer subscription offering mental skills at much lower price points, though without live sport-specialized coaches.
• U.S. Olympic & Paralympic Committee — Sport Psychology Services: National governing body providing sport psychology and mental performance support to elite athletes. Comparable to ACG as a major source of mental performance services to competitive athletes, though focused on elite rather than youth tiers.
• Headspace: Large-scale consumer mental wellness and meditation platform with sports-focused content and partnerships. Adjacent to ACG as a scalable mental wellness subscription product; competes for the same household mental-health budget though with a wellness rather than sport-specific lens.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/acgmentalperformance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 ACG Mental Performance