AthletesClass
The other side
of sports is invisible.
We're building the playbook.
of sports is invisible.
We're building the playbook.
AthletesClass gives athletes, parents, and coaches the mental performance tools that separate good from great. Simple. Practical. Built for the youth sports window — when habits form and the mental game starts to matter.
The Opportunity
The athletes who tap into the mental side don't just perform better. They last longer, compete harder, and enjoy it more.
27M+ young athletes in the U.S. are competing in a $50B+ global industry growing at nearly 11% annually. The physical gets trained. The tactical gets filmed. Mental performance is the open field — and the athletes, parents, and coaches who develop it early have a real, lasting edge. AthletesClass is built for that window: middle school through high school, when athletic identity forms and the mental game becomes the difference.
Who We Serve
The Athlete
Ages 12–18 → Primary
The young competitor trying to reach the next level. Needs tools they can actually use — before practice, after a loss, under pressure.
The Parent
Youth → High School → Primary
The anchor of the whole journey. Needs guidance for the car ride home, the sideline, the playing-time conversation — moments no one prepared them for.
The Coach
All Levels → Secondary
Doesn't have extra time. Needs bite-sized tools that are immediately usable — before practice, in a huddle, after a tough game.
The Club
Pro & Youth Organizations
Teams and clubs that want to build a performance culture — physical, tactical, and mental. Currently in active conversation with Oakland Roots SC.
The Session Model — Hilary's Framework
Four entry points. One ladder.
5 MIN
Daily Practice Tool
One principle, one practice, five minutes. Journaling, breathwork, visualization, meditation, self-talk — one tool per day, built around a specific mental performance principle. The Mindset Deck is the physical companion that sets the intention.
Asset: Mindset Deck (MVP) Card deck prototype built. Vision: a 5-min practice format for every principle — each with a supporting product. Entry-level, zero friction.
15 MIN
Guided Tool
Visualization scripts, music connection tools, short audio journeys. A deeper taste without a big time commitment.
Asset: Season Zero/One scripts Visualization content exists. Needs standalone packaging.
30 MIN
Learn + Do
Watch/listen + reflect + apply. The Season Zero and Season One curriculum. Works for teams or individual athletes.
Assets: Season Zero, Season One Fully built. 6-principle + 16-week programs. Validated at Pachuca (100% recommend rate).
60 MIN
Live Session
Facilitated in-person or virtual. Built around a specific team, challenge, or moment. Discovery-first, custom-built.
Asset: Oakland Roots model Discovery-first engagement framework built. Proposal format ready. Active conversation with Oakland Roots SC.
Full Product Ecosystem
What exists. What's in motion.
Live
Season Zero
6-principle mental performance program. Process over results, simplify, mental shift, imagery, self-talk, consistency. Validated with elite youth athletes.
Live
Season One
16-week curriculum. One principle per week. Eager vs. Willing → Reflection. Live on website with lessons, challenges, and guided exercises.
In Progress
AI Reflection Journal
AI-powered daily reflection tool. 5-minute mindset reps built into a journaling practice. Athletes track growth over time. In development.
MVP
Mindset Deck
Physical/digital card deck. Daily intention-setting prompt for athletes, coaches, parents. Prototype built. Part of a larger 5-min practice product line.
In Progress
Parent Guide Series
10-guide series for sports parents. Starts with "The Car Ride Home." Lead magnet built. 9 more guides mapped: Sideline Statue, 24-Hour Rule, Playing Time Talk, and more.
Concept
Losers: Failure in Real Life
A live event series exploring what failure actually looks like in sports and life. Real stories, real athletes, no filters. Reframes losing as the foundation of peak performance.
Concept
AthleteClass(es)
Athlete profiles connected to hometown mentoring. JT Byrne as first profile. Community play with long-term loyalty upside.
Live
The Newsletter
200+ subscribers. Weekly intention-setting, journal prompts, and mental performance insights — 5 minutes to read, built to become a must-open. Was running weekly, paused a few months ago. Ready to flip back on immediately.
Live
The Podcast
9 episodes live on Spotify and YouTube. Exploring the mental side of sports — athletes, coaches, parents, real conversations. Direction still evolving.
Revenue Pipeline — Near Term
Active. Warm. Pricing TBD — that's the conversation.
Oakland Roots SC
Professional soccer club. Active conversation. Discovery → Intensive → Season Program pathway. Proposal framework built.
B2B institutional engagement. One-time intensive + ongoing retainer potential. Model is ready — pricing structure to be defined.
Salinas Soccer Complex
Grant-funded community program. Proposal ready. Hundreds of families, multiple teams, deep ongoing potential.
Grant pipeline moving. Approval timeline 3–6 months. Entry-level presence at the venue is possible now, independent of grant outcome.
Mindset Deck (DTC)
Physical + digital card product. Zero new content required — packaging only. Entry-level purchase for athletes, coaches, parents.
Direct to consumer via website. Works as a gift, team add-on, or standalone product. Price point not yet set.
Parent Guide Series
Lead magnet live (Car Ride Home). Guides 02–10 mapped. Email funnel via Flodesk in build.
Direct-to-parent digital revenue. Scales without Shaun in the room. Long-term email list asset. Individual guide pricing TBD.
The Path Forward
Fastest route to consistent revenue.
Step 1 — Close One Institutional Deal
Oakland Roots or Salinas. One signed engagement proves the B2B model, sets a pricing anchor, and gives AthletesClass a credible case study to bring to every conversation after. This is the highest-value, fastest-path move.
Step 2 — Turn the Lead Magnet On
The Car Ride Home guide and Flodesk funnel are built. They just need to go live. This starts building a parent email list that compounds — and makes every future guide launch easier than the last.
Step 3 — Define Pricing Across the Tier Ladder
Right now the product ladder exists but pricing is undefined. That needs to change before any partner conversation can close. What does a session cost? What does a season program cost? What does a Mindset Deck cost? These numbers need to be set.
Step 4 — Clarify the Front Door
The website and first touch points need to answer one question immediately: which one are you? Athlete, parent, coach, or club. Each audience gets their own entry point and their own path. This is a design and copy problem — solvable fast.
The Open Question
We have the content. We need the clarity.
AthletesClass has more built than most brands at this stage — working products, proof they work, active revenue conversations. The challenge isn't inventory. It's two things: pricing and presentation. Revenue conversations are live but can't close until numbers are defined. And first-time visitors — whether a parent, a coach, or a pro club — can't find their door yet. Fix those two things and the rest of the machine is ready to run.
