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Sports Principles
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The purpose of this website is simple. We want to share our understanding of the principles which underpin human psychology with players, athletes, coaches and supporters. 

Over the past 40 years much has been written and spoken about the mental side of sport. 

As we approach the limits of what the human body can achieve, more and more attention is being focused on the mind. 

Most athletes and players have a sense that the way they think and feel in the playing arena can have an impact on the way they perform. 

Very few really understand why. 

We want to change that. We want to cut through the myths and half-truths which abound in most sports and get back to principles. 

Once you understand principles, you can understand everything.

For Coaches and Leaders

To be a great coach, you need to understand two things. You need to know the game, and you need to understand people.

For Players and Athletes

Understand the simple principles which lie behind your best, most enjoyable, most consistent performances

For Schools and Organisations

Learn more about the principles which lie behind team spirit, strong relationships, powerful insights and effortless learning


“There is so much emphasis these days on tactics and strategy. It’s easy to forget sometimes that players are human beings”

Russell Earnshaw – Rugby Coach and Founder of The Magic Academy

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tel: +44 (0)7976 401 545