We equip Southern California high school coaches, administrators, and student-athletes with elite mental performance frameworks. Developing flow state, resilience, accountability, and unwavering mental toughness that win championships and benefit student-athletes for life beyond sport.
Select your program below for instant access. Designed specifically for high school athletic directors, head coaches, and assistant coaching staffs.
Online Program
The foundational mental conditioning system built for high school coaches and athletic leaders.
Mental Fitness Mastery
Comprehensive psychological curriculum developed across 30+ years with championship teams.
Athletic Department Pass
Both online programs combined for full athletic department staff implementation.
Register your coaches and staff directly. Filling out the form below will automatically route you to our secure payment portal with your registration information pre-filled.
Founded by Jim Madrid to transform youth and high school athletics from the inside out.
Our vision is to have over 1,000,000 student-athletes graduate from our "Mental Fitness" programs by year-end 2030, equipping an entire generation with the psychological resilience to thrive under pressure.
Every great endeavor, no matter the size, always begins with a just and noble cause. Our purpose is to make a positive impact on the culture of youth and high school sports by providing the mental and life tools that positively impact lives forever both on and off the field.
"JSerra boys soccer repeated AST's Mental Fitness program during our back-to-back championship runs. The mental conditioning gave our athletes the poise to execute in high-pressure playoff moments when everything was on the line."
"Jim Madrid has worked with world-class athletes, high school programs, and corporate leaders. His mental fitness curriculum translates directly to measurable improvements in confidence, accountability, and team cohesion."
Whether you enroll your coaches in the online program today or schedule Jim Madrid & the AST team live for your athletic department — start now.
Jim Madrid is a certified applied practitioner of Positive Psychology, University of Pennsylvania.