Skadi Sport Psychology

What Skadi Sport Psychology does

Skadi Sport Psychology is a Minnesota-based sport psychology practice founded in 2023 by Dr. Erin Ayala, operating under two legal entities — Skadi Sport Psychology, PLLC and Skadi Coaching & Consulting LLC. The practice delivers mental health therapy (licensed providers, Minnesota residents only) and performance coaching (available in all 50 US states via PSYPACT, Canadian provinces, and internationally) to athletes ages 9 and up, with documented outcomes of a median 9 sessions per client per year and 74% attending weekly or biweekly. Clinical modalities include evidence-based therapies (ACT, DBT, IFS, Feminist Therapy) combined with a proprietary Heart Rate Variability biofeedback protocol featuring personalized resonance frequency assessment and a structured 6-session training program.

The business operates a multi-stream model: 1:1 sessions priced at $225 (fully licensed) and $175 (pre-licensed) on pay-as-you-go terms; team workshops ($400 signature, $550 custom) and keynote presentations (starting at $1,000) sold via direct outreach; a recurring Skadi Community subscription ($39/month or $290/year founding rate, $390/year standard) hosted on Mighty Networks; and one-time digital products including The Ultimate Guide to Race Day ($97), The Mindful Comeback injury course, Mindset Matters college recruitment guide, the Skadi Athlete Summit virtual event, and merchandise. The client base spans roughly 50% youth-league, 35% recreational, 15% collegiate, and 10% elite/Olympic/Paralympic athletes, with a deliberate focus on LGBTQ+, BIPOC, parasport, and identity-specific community channels.

The team consists of five clinical providers (including three pre-licensed clinicians supervised by Dr. Ayala) and four operations/support staff. The firm differentiates through dual-trained practitioners who are themselves athletes and coaches (Dr. Ayala is a national-level gravel cyclist; Staci Mannella is a 2x Paralympian; Laurie Miller is a USA Gymnastics coach), Dr. Ayala's 20+ peer-reviewed publications, USOPC Mental Health Registry membership, and advisory board positions with Strong Girls United, the MN State High School Sports League, and Feisty Media. Go-to-market is primarily content-led (blog, podcast, social, newsletter, PR) supplemented by free discovery consultations, with the company retaining 100% founder ownership and no external funding disclosed.

Name

Skadi Sport Psychology

Legal name

Skadi Sport Psychology, PLLC

Website

https://skadisportpsychology.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Skadi Sport Psychology is a Minnesota-based private practice, founded in 2023 by Dr. Erin Ayala, delivering mental health therapy and performance coaching to athletes nationwide (via PSYPACT) and in-person in Minneapolis, alongside HRV biofeedback, team workshops, a subscription community, and digital courses.

Ownership category

akta.pro rank

Product category

Sport Psychology Services

NAICS

Sports and Recreation Instruction (61162), Other Individual and Family Services (624190)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Sports Psychology & Mental Performance Coaching (HSADAEAH)

akta.pro secondary industry

Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE)

Keywords

• Sport psychology services
• Mental performance coaching
• Athlete mental health
• Biofeedback training
• Team workshop consulting

Headquarters

HQ city

New Hope (Minneapolis metro area)

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Therapy & Coaching Sessions: 53-60 minute one-on-one sessions for mental health therapy or performance coaching. Clients pay upfront via client portal (credit/debit/FSA/HSA cards). The practice files out-of-network insurance claims on the client's behalf for mental health therapy sessions.
2. Team Workshops & Presentations: Signature workshops ($400), custom workshops ($550), and keynote presentations (starting at $1,000, price varies by audience size and travel). Discounted rates for 501c3 organizations. Virtual and in-person delivery options.
3. Skadi Community Membership: Annual membership at $290/year (founding member rate, locked for life; regular pricing $390/year) or $39/month. Includes monthly workshops, expert sessions, private community, complete course library ($450+ value), and monthly challenges. Revenue is recurring subscription-based.
4. Digital Products: The Ultimate Guide to Race Day online course ($97, one-time purchase). Additional digital products include The Mindful Comeback (injury recovery program), Mindset Matters: A Fresh Look at College Recruitment, and merchandise (stickers, buffs, neck gaiters).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Skadi Sport Psychology is a private sport psychology practice delivering one-on-one mental health therapy and performance coaching to athletes, along with HRV biofeedback training, team workshops, a subscription community (Skadi Community), and digital courses such as The Ultimate Guide to Race Day. Services are delivered virtually across all U.S. states and Canada, with in-person mental health therapy available at its Minneapolis-area office.

Product overview

Skadi Sport Psychology offers a comprehensive suite of mental health and performance services for athletes. The core offering includes individual therapy and performance coaching sessions (offered virtually nationwide and in-person in Minneapolis), supplemented by a subscription-based community platform (Skadi Community) and specialized services like HRV/biofeedback training and team workshops. The company also provides digital products including The Ultimate Guide to Race Day course, the Skadi Athlete Summit virtual event, Mindset Matters college recruitment guide, injury recovery course, and habit tracker. Free educational resources include blog content, podcasts, assessments, webinars, and research publications.

Differentiator

Problem solved

Functional benefit

Brands

• Skadi Community: Sport psychology membership for women, trans+, non-binary athletes featuring live workshops, monthly challenges, and community support.
• The Ultimate Guide to Race Day
• Skadi Athlete Summit

Products and services

• Individual Sessions (Mental Health Therapy & Performance Coaching) One-on-one 53-60 minute sessions providing mental health therapy (Minnesota only) and performance coaching (all U.S. states, Canada, and beyond) for athletes aged 9 and up. Covers performance anxiety, injury recovery, burnout, depression/anxiety, perfectionism, confidence, goal-setting, and visualization. Fully licensed clinicians charge $225/session; pre-licensed clinicians $175/session.
• Skadi Community Membership Annual subscription membership at $290/year (founding rate) or $390/year regular, or $39/month, delivered via Mighty Networks. Includes monthly workshops, expert sessions, private community, complete course library, and monthly challenges.
• Team Workshops and Presentations On-site or virtual evidence-based mental performance workshops for athletic teams and organizations. Signature Workshop ($400), Custom Workshop ($550), and Keynote Presentation (starting at $1,000). Travel fees apply for in-person sessions beyond 30 miles from Minneapolis.
• Biofeedback and HRV Training Heart Rate Variability biofeedback training using real-time physiological monitoring to identify each client's unique resonance frequency and train autonomic nervous system regulation. Includes stress profiling, diaphragmatic breathing training, resonance frequency identification, and skill application over a structured 6-session protocol.
• The Ultimate Guide to Race Day Comprehensive digital course ($97 one-time purchase) covering race day planning, pre-performance routines, goal setting, visualization, fueling strategies, and post-race reflection. Includes 8 core lessons, race day planning spreadsheet, supplemental resources, and lifetime access.
• Skadi Athlete Summit Virtual 2-day event featuring expert presentations on sustainable health, performance, and wellness strategies for athletes. Includes speaker sessions and resources for inclusive athletic communities.
• Mindset Matters: A Fresh Look at College Recruitment Digital educational resource addressing mental preparation and mindset strategies for student athletes navigating the college recruitment process.
• Online Injury Course (Mindful Comeback) Self-paced digital course focused on mental recovery and mindfulness strategies for athletes returning from injury.
• Habit Tracker and Training Log Physical and digital planning tool for athletes to track training habits, workouts, and athletic goals.
• Branded Merchandise Branded merchandise including Skadi buffs ($20), sticker packs ($10), and merchandise bundles ($25).

Quantifiable outcome

• Median 9 sessions per year per client in 2024; 74% attend weekly or biweekly
• +4 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability1 record

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Sisters in Sports FoundationcoreStrategic or Co-development PartnerTrusted sport psychology provider for Sisters in Sports Foundation, an organization supporting female athletes. Staci Mannella provides coaching for athletes on the Sisters in Sports Foundation roster. Partnership reflects commitment to serving female athletes and athletes with disabilities.
• Strong Girls UnitedcoreOthersSkadi Sport Psychology serves on the advisory board for Strong Girls United, helping shape the future of sport for girls and women. Advisory role influences programming and policy for the organization.
• MN State High School Sports LeaguecoreOthersSkadi Sport Psychology serves on the advisory board for the Minnesota State High School Sports League, contributing expertise on athlete mental health and sport psychology to high school athletics policy.
• Feisty MediaminorOthersSkadi Sport Psychology serves on the advisory board for Feisty Media, a sports media company. Advisory role contributes to sports media content development and messaging.
• MN Cycling AssociationminorGTM or Marketing PartnerSkadi Sport Psychology team travels across Minnesota each fall to cheer on youth mountain biking teams through the MN Cycling Association. Community presence and support for youth cycling.
• Bras for GirlsminorGTM or Marketing PartnerDonation recipient of a portion of session revenue. Organization addressing gender inequities in sport through resource provision to girls in sports.
• Athlete AllyminorGTM or Marketing PartnerDonation recipient of a portion of session revenue. Organization working to end homophobia and transphobia in sport.
• Girls on the RunminorGTM or Marketing PartnerDonation recipient of a portion of session revenue. Youth empowerment organization using running to build confidence in girls.
• Coaches of Color InitiativeminorGTM or Marketing PartnerDonation recipient of a portion of session revenue. Initiative supporting coaches from underrepresented racial backgrounds in sports.
• Bone Saw Cycling Collective Ltd.minorGTM or Marketing PartnerLong-term workshop client (over two years) for team mental skills training. Provides testimonials about the impact and quality of Skadi's team workshops.
• USA TriathlonminorStrategic or Co-development PartnerSkadi Sport Psychology presented at USA Triathlon Endurance Exchange conference. Received positive feedback: 'That's the best presentation I've attended all weekend.'
• USA HockeyminorStrategic or Co-development PartnerDr. Erin Ayala is a sought-after speaker for USA Hockey, providing sport psychology expertise to hockey athletes and coaches.
• Tucker Center for Research on Girls & Women in SportminorStrategic or Co-development PartnerDr. Erin Ayala is a sought-after speaker for the Tucker Center for Research on Girls & Women in Sport at the University of Minnesota.
• Minnesota State High School LeaguecoreStrategic or Co-development PartnerDr. Erin Ayala is a sought-after speaker for the Minnesota State High School Sports League, providing expertise on athlete mental health.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BetterHelp: Largest online therapy platform; competes for the same general consumer mental health wallet share but lacks sport-specific specialization. Increasingly markets to athlete and high-performance audiences.
• Headspace: Consumer mental wellness and meditation app with a B2B channel into employer and athletic organization benefits. Competes for the self-serve mindfulness and mental skills use case at lower price points.
• Talkspace: Online therapy platform serving broad consumer and enterprise mental health needs, including performance and stress-related concerns. A scaled incumbent competing for the same telehealth therapy demand.
• Calm: Consumer mental wellness app offering meditation, sleep, and performance content with sports partnerships. Adjacent competitor for the digital mental skills and community layer.

Direct peers

• Authentic Performance Inc. Consulting firm specializing in sport psychology and mental performance coaching for athletes, coaches, and teams. Comparable service mix and customer base.
• Premier Sport Psychology: Sport psychology practice offering mental performance consulting and therapy to athletes. Closest category analog to Skadi, with similar individual-session and workshop offerings.
• Mind Room Sport Psychology: Sport psychology practice offering individual and team-based mental performance services. Overlaps with Skadi in performance coaching, mental skills training, and team workshops.
• Chicago Sport Psychology: Regional sport psychology practice serving individual athletes and teams with performance and mental health services. Same clinical positioning and athlete-focused value proposition.

Emerging players

• Athletes for Care: Non-profit advocacy and resource organization for elite athletes' holistic health, including mental health. Operates in an overlapping mission space around athlete mental wellness and could become a content/community partner or substitute.

Others

• USOPC Mental Health Registry: Registry of vetted mental health providers for Olympic and Paralympic athletes. Skadi's founder is a registry member; the registry itself directs athlete demand toward listed providers, functioning as both an enablement channel and a competitive gatekeeper.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/skadisportpsych
• LinkedInlinkedin.com/company/skadi-sport-psychology

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Skadi Sport Psychology