Football measures everything but the mind. I'm leading the company that changes that.
TrueMind is an AI performance intelligence business for elite sport, starting with football. As CEO, I'm building Edge, the Operating System for Elite Human Performance: a voice-based tool that profiles the parts of an athlete's game the stopwatch can't see.
Elite football measures the body to the decimal point. Sprint speed, distance covered, heart rate, load. The mind, the thing that decides who makes it and who doesn't, is still mostly guesswork.
Coaches know mentality wins games. They have never had a proper way to measure it.
TrueMind builds Edge: a voice-based assessment that profiles the mental side of an athlete's game. A player talks, and Edge reads the signal underneath, across three dimensions that matter on the pitch: cognitive control, learning and adaptability, and emotional resilience.
It turns something coaches have always judged by feel into something they can see, track and develop. Built on modern AI, and designed to sit inside the way academies already work.
Edge is live in pilots across EFL academies, with clubs putting it to work with their young players. We're closing the next phase of pilots, running a pre-seed raise, and building academic validation through a university research partnership.
As CEO, I lead the company, the product direction, the commercial push and the raise. The aim is simple: make the mind the next thing football measures properly.
