MEET Your coaches

Game-changing speaker, advisor, and strategist for entrepreneurs who want to change the world

fun fact

I once participated in a cross-country cycling adventure to raise funds for a local charity

MEET AIMEE MASON

Sports have been part of my life for as long as I can remember. I grew up as a competitive volleyball and softball player and was fortunate to earn a Division I softball scholarship. This experience shaped not only the athlete I was, but the person I became.

Long before mindset training was a buzzword, my dad was quietly teaching me one of the most important lessons of my athletic career. During the car rides to and from practices and games, he would play CDs (yes, I am showing my age) of The Power of Positive Thinking. More than any coach I ever had, he consistently reminded me that my attitude mattered most. If I believed I would play well, I usually did. If I didn’t, I almost never did.

Like most kids and teens, I brushed it off at the time—parents don’t always sound credible when you’re young. But as the years went on, I realized how right he was.

When I eventually stepped into coaching, that lesson came full circle. Time and again, I saw that physical skill was rarely the issue. The athletes I worked with were talented, capable, and well-trained. What held them back—or propelled them forward—was their mindset: their confidence, their self-talk, their ability to bounce back from mistakes, and their belief in themselves under pressure.

Today, that work is deeply personal. I’m also a mom to 11-year-old twin daughters who compete in sports and experience anxiety and self-doubt, just like so many young athletes. Watching them struggle has pushed me to immerse myself in learning how to help kids manage anxiety, rebuild confidence after mistakes, and stay resilient when things don’t go their way.

That journey is what led me here.

I believe there are incredible coaches who do a fantastic job training athletes physically, and I want to partner with them. My role is to strengthen the mental side of the game: confidence, focus, resilience, and emotional control. These are the skills that can make or break performance, no matter how talented an athlete is.

I also want to partner with parents. If you’ve ever told your child how great they are, only to be met with a look that says “you don’t get it,” you’re not alone. I know how hard it is to support your athlete before game day, to help them recover after a tough performance, and to say the right thing when they’re discouraged or overwhelmed. I’m here to give you practical tools, language, and strategies to support your child in ways that actually resonate.

I know the struggle—both as an athlete and as a parent, and I built The Grit Lab to help young athletes thrive not just in sports but in life.