TrueMind Edge

Driving Mental Performance in Elite Football.

Mental performance is the largest unstructured variable in elite sport.

Edge makes it measurable, visible, and actionable.

Voice signal — the input Edge turns into decision-grade mental performance intelligence
Non-clinical · Non-diagnostic · GDPR-compliant · Aligned to EU AI Act · Client Data Ownership

Where Edge has been built

A year in the EFL.

English Football League League Football Education
32+
EFL academies delivered to in 25/26
>50%
EFL academy penetration
5
Edge pilots confirmed

The Edge advantage

Clubs that understand the mind win competitions.

Edge helps sporting organisations create environments where mental performance is trainable and measurable, players feel understood rather than judged, and performance becomes more consistent, sustainable, and human.

This approach empowers elite football clubs quietly, intelligently, and at scale, by turning cognitive insights into practical actions, better decisions on and off the field, and smarter player development and acquisition.

TrueMind workshop in an EFL academy classroom

How Edge works

Voice inputs, scenario-based, mobile-native.

Edge V1 is decision-grade intelligence, surfaced on the Edge dashboard. A real-time model of readiness, risk, and resilience for coaches and support staff. Built on three universal dimensions of mental performance.

01 · Capture

Voice session on mobile.

Scenario-based, football-driven prompts via web app.

Five to seven minutes per player. Nine prompts, three for each dimension. Voice cuts through performative bias and self-report distortion. No surveys. No self-rating.

02 · Intelligence

Signals across the three dimensions.

Archetype classification per player and per group.

Linguistic, cognitive, emotional and paralinguistic signals scored across Cognitive Control, Learning & Adaptability, and Emotional Resilience. Strength, risk, and intervention opportunities surfaced automatically.

03 · Action

Coach-facing dashboard.

Decision-grade intelligence in under an hour.

Four dashboard views — Team Overview, Player Intelligence, Dynamics Layer, Decision Layer. Direct, actionable integration into Individual Development Plans.

The three dimensions

The core building blocks of elite mental performance.

Three universal dimensions. Approach agnostic. Scored 0 to 100. Combined into the Edge Performance Index, a single headline number.

Dimension 1

Cognitive Control

Focus · Decision-making · Error recovery

What Edge sees

  • Refocus speed after mistakes
  • Attention under pressure
  • Decisions in chaotic moments
Dimension 2

Learning & Adaptability

Coachability · Pattern recognition · Tactical absorption

What Edge sees

  • How fast feedback turns into action
  • Where learning is blocked
  • How players adjust when something is not working
Dimension 3

Emotional Resilience

Setbacks · Confidence stability · Stress recovery

What Edge sees

  • Emotional carryover after setbacks
  • What actually drives confidence
  • Reset speed between performances

What clubs will use Edge for

Eight ways Edge transforms elite football.

01

Recruitment & talent identification

Understand the mind behind the talent.

  • Find players who think under pressure
  • Read real-game reliability, not highlights
  • Cut costly recruitment misses
  • Compare players objectively
02

Player development & individualisation

Train the mind with the same precision as the body.

  • Personalise mental training per player
  • Speed up learning curves
  • Target specific gaps
  • Track development over time
03

On-field performance under pressure

Better decisions. Faster recovery. More winning.

  • Improve decisions at speed
  • Stop one mistake becoming three
  • Increase match-to-match consistency
  • Adjust tactically when things break
04

Emotional resilience & confidence stability

Train stability and sustained performance.

  • See what drives each player's confidence
  • Stop one bad game becoming a run
  • Strengthen recovery between performances
05

Injury recovery & return-to-play

Use the mind to rebuild the body.

  • Detect hesitation and overcompensation
  • Support confident reintegration
  • Lower re-injury risk
06

Coach effectiveness & communication

Tailor coaching exactly to player needs.

  • Know how each player takes feedback
  • Build buy-in and trust
  • Reduce friction with the difficult ones
  • Turn "uncoachable" into actionable insight
07

Squad management & selection

Clarity underpins experience and knowledge.

  • See who thrives in chaos
  • Make smarter rotation calls
  • Spot leadership traits early
08

Player care

Help the human and the player.

  • Catch mental overload early
  • Safeguard and support young players
  • Normalise the conversation
  • Voice-only, non-judgment, accessible

The White Paper

Unlock the future of elite football.

The £5 Billion Performance Problem — a TrueMind whitepaper by Will Mellors-Blair

Mental performance drives at least half of on-field outcomes and is fundamentally misunderstood. Edge is the data and decision layer the modern game is missing.

Elite football has more data than ever. Squad GPS, sprint data, expected goals, biomechanics, sleep, heart rate variability. None of it sees mental performance. Players pass physical tests then collapse under mental pressure. Form drops without identifiable cause. Clubs invest heavily in talent with patchy return. Existing mental performance work is episodic, opinion-led, and rarely linked to on-pitch outcomes.

The white paper documents the gap, the cost, and the framework Edge is built on. It covers the three dimensions of elite mental performance. The Edge Performance Index as the headline number. The neural-twin model that turns voice signals into cognitive intelligence. The way data ownership, EU AI Act alignment and the non-clinical posture create a solution that sport needs now.

Written for Heads of Performance, Sporting Directors, Academy Managers, CEOs and CFOs.

Building

Edge V1 is in the build and test phase.

Edge V1 is being built and piloted in five PL and EFL academies. Built on the experience of a year of mental performance delivery inside the EFL academy system.

Delivery

Delivered mental performance training to 32 EFL academies in 25/26 as part of the LFE Life Skills Programme. Over 50% of EFL academies booked TrueMind.

Training Enquiry

Pilots

Five PL and EFL academies. U-18 cohorts. Three months. No cost to the club. Voluntary opt-in player consent.

Join the Pilot

Team and advisors

Operators, not academics.

Will Mellors-Blair, Founder and Product Lead
Founder · Product Lead

Will Mellors-Blair

  • Ex Premier League and EFL player
  • AI and performance intelligence architect
  • Consultant to Google, NHS, Salesforce
  • Backed by HM Government via the Global Entrepreneur Programme
LinkedIn
Ben Hawkes, CEO and Commercial Lead
CEO · Commercial Lead

Ben Hawkes

  • 25 years sales, marketing and leadership
  • MBA, Quantic
  • Decade in the Army Reserve and Cadet Forces
  • Certified Performance Coach
LinkedIn
Michael Dowling-Fleet, COO and Education Lead
COO · Education Lead

Michael Dowling-Fleet

  • Founder of MILK, EdTech platform used by 140,000 students
  • Qualified Teacher in Economics and Mathematics
  • Wrote and delivered the Resilience Programme across the EFL
LinkedIn

Advisor bench

Dean Holdsworth200+ professional goals for Brentford, Wimbledon and England · UEFA Pro Licence · three-year PFA Chairman · co-founder Education Through Sport · Technical Director, Kidderminster Harriers
Joe GormanCEO Hashtag United · former CEO Exeter City · CFO and Strategy
Dr Val RytovaBehavioural Neuroscientist · PhD Neuroscience, University of Melbourne · ex-Florey Institute · founder, Love of Brain
Dr Audrey LeePhD Sport & Exercise, Innsbruck · MSc Nutrition, Utah · 25+ years performance support · neuroscience, mental fitness, resilience education

Get in touch

Let's talk about Pilots or Partnerships.

If you want a pilot for your academy, or to talk to the team about a partnership, leave us a few details and we will come back to you within two working days.

Or email ben@truemindedge.ai directly.