The Premier Mental Performance Coaching Program For Aspiring Athletes and Their Families

Athlete Specific™ is an organization run by athletes for athletes – the recognized leader worldwide in athlete mentorship and mental performance.  For close to 30 years, we’ve worked with hundreds of athletes from around the globe to help them become mentally bulletproof so they can perform at their best when it matters most.

Work With Jonathan

Created by our Founder,  ‘unlikely’ Olympian Jonathan Edwards, he realized that there was no comprehensive and definitive resource where aspiring athletes and their families could go to learn about all that is necessary to become an elite athlete within their sport.

Whatever sport it was was irrelevant.  And understanding of athlete development was.

This isn’t just about visualization, or some ill-advised breathing technique.  This is a comprehensive mental, emotional and physical framework that helps an athlete avoid the common pitfalls that derail athletes.  We want our athletes to be able to withstand challenges and take advantage of opportunities that arise.  The athletes who do that the most effectively are the ones who succeed in sports and in life.

With two programs serving athletes and their families who are just getting started on this journey as well as athletes “all in” on their journey to the top, we have a resource for you.

1-ON-1 Coaching

Mental performance.  Mental skills.  Psychological training for athletes.  Whatever you want to call it.  It is the foundation of ALL athletic success.

Keynote Speaking

Your group doesn’t need information they need transformation.  Jonathan will get you a tangible R.O.I. by helping your audience overcome ANY challenge using the power of games and sport.

Team Consulting

Jonathan works directly with your team to create an elite culture that fosters elite mindset in every one of your athletes.


Our Resources For You

With a number of resources in various formats we can help you achieve your dreams whether you are an athlete, a parent, or a coach.

If you like what we do and want to know more

Grab Your Copy

Books For Parents


What people say

About Coach Edwards, his book, and The Athlete Breakthrough Blueprint.

You have done more for my daughter in ten weeks than ANY coach has done for her in fourteen YEARS of training. Thank you!

Emma S.


“This is a very important book for athletes, parents and coaches.  There is none like it.”

Ruben Gonzalez | Olympian -

Three months ago our daughter had ZERO belief that she would reach her dream of becoming a Division One athlete. Not only did you rekindle that dream, you gave her the tools to finally make it happen. We appreciate everything you have done for her and wish we had found you sooner to avoid all of that stress.

Cyndi L.

Parent - Daughter is a Division 1 prospect.

I love this book!

I wish it was around when I was coaching youth lacrosse and basketball.  It provides the perfect balance of a kick in the ass combined with a reassuring arm around the shoulder and clear and precise guidelines for creating a vision and then making it happen. I am convinced it will help inspire many young athletes to heights they otherwise would have thought impossible.

Great work, Jonathan . . .

Todd Wickstrom - CEO| Vibratrim


As a parent, you can be as successful as you want to be, but transferring what you know to your son or daughter can be impossible. We put our son in the Athlete Breakthrough Blueprint so that Jonathan could teach him what we knew as parents, but could not get through to our son. In eight weeks Jonathan transformed our son. It was just like Jonathan says, it was an “upgrade” to his operating system. I even hired Jonathan for his own coaching in my own life. This was hand’s down the best investment we have made for our son.

Garrett W.

Entrepreneur - Parent of a Nationally ranked athlete.

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38 Rock Lake View NW
Calgary, AB T3G 0E9 Canada