Jim Madrid & the AST Team
Jim Madrid and his team at AST translate applied positive psychology into plain conversation for corporate leaders, coaches, parents, and athletes. Four ways to work with us — keynotes, the online portal, workshops, and team sessions.
Jim Madrid is a certified applied practitioner of Positive Psychology, University of Pennsylvania.
The gap
Most teams and organizations already have the skill. What breaks down is what happens between the ears when pressure shows up.
Groups practice the physical reps constantly and the mental reps almost never — then the season, the quarter, or the deal turns on one tight moment.
Positive psychology has real answers. Delivered as a lecture full of jargon, nobody remembers it past the parking lot.
When a coaching staff, a locker room, and a set of parents each describe confidence differently, nobody can coach it consistently.
A single inspiring session fades fast without a way for coaches, parents, and players to keep working the material afterward.
Four ways to work with us
Jim leads a team of facilitators and coaches at AST. Depending on your audience and calendar, you may work with Jim, with another AST facilitator, or with both.
It's All In Your Head
Jim and the AST team speak to corporate audiences, sports organizations, and conferences on mental toughness, character, confidence, and accountability. The angle is simple: take the academic work on positive psychology and say it the way a room of leaders and athletes actually talks.
"After all of our coaches spent two days with Jim Madrid in his workshop, five of our teams achieved conference championships that year."
— Jim Donovan, Athletic Director, Cal State Fullerton University
Self-paced, online, delivered by the AST team
A paid, self-serve online portal where coaches, parents, and individual players from the collegiate level and above work through AST's proprietary curriculum at their own pace. It is the way to keep the work going after a talk — or to start the work without waiting for a date on the calendar.
For high school teams — in person or virtual
The AST team runs workshops built specifically for high school teams — athletic departments, booster clubs, and coaching staffs. The focus is the two things that quietly wreck a season: peer pressure and performance anxiety. Parents and coaches leave with the same vocabulary, so the athlete hears one message instead of three.
AST has a proven track record with high school programs, including JSerra Boys Soccer under head coach Eric Kirsch.
Inquire Now"Jim helped us create a championship culture that helped us win two national championships over the last four years."
— Coach Eric Kirsch, Head Coach, JSerra Boys Soccer
For coaches and athletic directors
Direct sessions with your squad, delivered by Jim and the AST team either in person or virtually. The goal is a shared vocabulary and a mental framework the team can reach for in pressure moments — not a pep talk, a working session.
Tell us who the audience is and what you are up against. Jim and the AST team will tell you straight which format makes sense — or whether one does at all.
Inquire NowHow it works
Send the basics — who is in the room, what the season or the quarter looks like, and which offering caught your eye.
Jim or another AST facilitator works with you on format, length, and the themes that matter most to your people.
We show up live or online. Groups that want the work to stick continue in the Quenza portal at their own pace.
About
Jim is a mental toughness coach and keynote speaker, and a certified applied practitioner of Positive Psychology through the University of Pennsylvania. He has coached NFL players and collegiate programs, and spent four seasons with the Seattle Sounders under Coach Sigi Schmid.
Jim also leads a team of facilitators and coaches at AST. That matters for you: this is a team effort, not a one-person calendar. Depending on your dates and your audience, you may work with Jim, with another AST facilitator, or with both together.
Inquire NowQuestions
Sometimes yes, sometimes another AST facilitator is the better fit for your audience or your date. Jim leads a team of facilitators and coaches at AST, and we will be clear with you about who is delivering before anything is booked.
Coaches, parents, and individual players from the collegiate level and above. It is a paid subscription with the 7 Fundamentals of Mental Fitness and the Ten Principles of Entelechy courses, worked at your own pace.
Teams. They are built for high school teams — athletic departments, booster clubs, and coaching staffs — rather than for individuals signing up one at a time.
Yes. Both the high school parent and coach workshops and the team meetings can be delivered in person or online.
No. This is applied positive psychology used for performance — practical, conversational, and aimed at how people handle pressure, confidence, and accountability.
Send the form below or use the inquiry link. Tell us the offering, the audience size, and your timing, and we will come back with specifics.
One form, all four offerings
Keynote, portal, workshop, or team session — start by telling Jim and the AST team who is in the room.
Inquire NowJim Madrid is a certified applied practitioner of Positive Psychology, University of Pennsylvania.