PEAK PERFORMANCE
from the inside out:
Case Studies
transforming mind by lj From Scattered Coaching to an Athlete-Focused Brand (and Her First Live Workshop!)
Meet LJ! Founder of Mind by LJ. She's a mindset coach and certified EFT practitioner with a deep dedication to helping athletes break cycles of burnout, overthinking, and performance anxiety.
In the first half of 2025, her business lived under the name Peak Performance Coaching, and while her clients were seeing strong results (ask me how I know!), her message wasn’t landing the way she knew it could.
Deep down, she felt the pull to speak directly to high performing, elite athletes, and to restructure her brand and offers around the mental side of athletic performance. But the fear was real!
LJ wasn’t an athlete herself, and niching down felt risky.
She worried she wouldn’t be taken seriously, that she wasn't 'ready' speak to that audience. Like most of my clients, she feared that niching down would somehow limit her.
Once she named her direction out loud, everything else started falling into place.
The Season She Invested
The Meet Cute <3
LJ invested in her vision feeling both stuck and on the edge of something bigger. She had spent the first half of 2025 trying to speak to everyone, which left her message diluted and her progress stalled. She was unsure of how and where to ''show up' in her business, both online and IRL.
Even with years of experience and a powerful skill set, her business didn’t reflect the depth of her work or the impact she wanted to make. Niching down felt intimidating, especially in a sports world she wasn’t personally part of yet.
She came into her VIP Day ready to stop guessing, choose a clear direction, and build a brand that aligned with the work she knew she was meant to do.
We originally met through a mutual friend and started trading services back in 2024 — a collaboration that turned into a friendship after our official trade wrapped. We stayed connected, cheering each other on from the sidelines, until summer 2025 when we both felt the nudge to unpause our work together.
LJ's business goals were clear: Get out of the vague, “performance coaching” umbrella and into a lane that felt focused and true to her real zone of genius.
“Heather not only deeply understands and believes in my vision, but knows how to bring it to life. She’s helping me expand, strategize, and 10x my dreams in a world that often doesn’t see them."
"Being part of someone’s story, helping them overcome pressure, anxiety, and self-limiting beliefs — that brings me immense joy."
BUILDING MIND by lj
What we did together:
Instead of trying to force her wide skill set into one catch-all offer, we dug into the truth of her work:
She helps athletes regulate their nervous system, rewire performance patterns, and build the mental foundation required to excel, sustainably.
EFT (Emotional Freedom Technique) was her real through line. It's a science-backed tapping method that helps calm the body, interrupt stress cycles, and re-pattern beliefs so athletes can regain control under pressure.
True to her own brand voice, she doesn’t coach sport mechanics, she coaches what’s “in the way.”
Most athletes have never heard of EFT. Our challenge was not only positioning LJ as the guide they could trust, but introducing the modality in a way that felt accessible.
mind by
lj's first Workshop
“I want athletes to feel that this approach is different — something they haven’t seen before — but they’re ready to try because they’ve tried everything else.”
Her cold pitch paid off — she got a yes! That opened the door at her alma mater, and over 100 Pitt athletes across two 90-minute workshops.
Her presentation was designed for student athletes navigating inconsistency, pressure, or performance anxiety — many of whom had never been introduced to this kind of work before.
She held the room, sparked curiosity, and delivered tools they could apply the same day. It validated her niche instantly and marked the moment Mind by LJ expanded from an idea into a lane all its own.
“Standing in front of student-athletes at my own alma mater, teaching the exact work that changed my life, felt surreal in the best way. It was an honor.”
“My work isn’t traditional, and there’s no real way to ‘show’ it through visuals, so the copy on my site had to carry everything.
Heather captured my voice and took the way I think and the way I talk about my work and translated it into language that actually resonates with the people I want to speak to."
REFLECTIONS
This chapter for LJ feels like the exact moment everything starts clicking into place.
To her, being invited back to her alma mater signaled that everything is opening up. The second she stopped playing small, the right opportunities came...starting with a room of athletes who were ready for exactly what she had to offer.
Mind by LJ is growing, expanding, and taking shape in real time. 2025 was the year she laid the foundation of what comes next.
