What Is A Mental Performance Coach?

Coach Mays' has founded Cognitecture, LLC, A Mental Performance Training Company -mental architecture for elite performance in life. Rooted in faith. Built by Discipline. Designed for peak performance.

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If you've been following along or reached out recently, you've probably got some questions about what I'm up to these days. Let's cut through the noise and get straight to the most common ones I'm hearing.

1. What exactly are you doing now?

I'm a mental performance coach. In simple terms, I help people build the mental toughness they've always wanted—the kind that shows up under pressure, in big moments, and in everyday life.

My company is Cognitecture, LLC (Mental Architecture For How You Think), which I founded after about seven years of compiling ideas, experiences, and lessons from winning and losing, both on the court and off of it. The name reflects what we do: intentionally designing and strengthening the way you think to perform at your best. It's rooted in faith, built through discipline, and designed for peak performance.

I've worked with performance coaches myself for years, and those experiences were transformative. They inspired me to step into this space and help others the same way.

2. Will you coach basketball again?

Maybe someday—but it's not the plan right now.

I've fully committed ("burned the boats") to Cognitecture. I won't be returning to classroom teaching, that's for sure. If I ever step back onto a basketball court as a coach, it would only be because I feel clearly led by the Lord—not my own ambitions or circumstances. No matter what, my primary focus remains mental performance coaching.

3. What designations or credentials do you have? What qualifies you to do this work?

I don't have a long list of letters after my name in this specific field—yet I bring something far more valuable than what many PhDs in the space offer: real-world wins and deep study of winning.

I've been a student of winning for a long time. As both a college and high school basketball coach, I experimented with mental performance concepts in the heat of games, seasons, and high-stakes moments. I've seen what works (and what doesn't) when the scoreboard matters.

Sure, understanding brain physiology and nervous system anatomy is helpful—and I'm well-read on those topics—but that academic knowledge alone doesn't qualify someone to teach mental toughness or guide others through the process of winning. Results, battle-tested principles, and lived practical experience do.

4. Are you serious about this? Is mental performance coaching really a thing?

Absolutely. The personal and professional coaching industry is booming. Recent data from the International Coaching Federation shows the global coaching market at approximately $5.34 billion in 2025, with steady growth projected in the years ahead as more people invest in their mindset and performance.

Clients today want more than traditional therapy or counseling—they're seeking practical, applicable guidance from coaches who've been in the trenches, who have real scars and successes to share. People aren't paying for framed degrees; they're investing in proven principles for building mental toughness and the daily practices that make those principles stick.

5. Who do you actually work with?

I coach a range of high-achievers who need to perform when it counts:

- Athletes (high school, college, and professional)

- Athletic coaches

- Financial services professionals

- Real estate professionals

I also work with teams in group coaching settings, helping entire squads or organizations build collective mental strength and establish accountability standards.

6. I've noticed you're speaking more—what's that about?

Speaking has become a bigger part of what I do, and it feels like a natural extension of coaching. When you help people reframe their thinking and build unbreakable mental habits, those lessons translate powerfully to stages, workshops, and events.

If you're curious about my coaching packages, speaking topics, or how we can work together, head over to www.coachmays.com to learn more. You can also reach out directly—I'm always up for a conversation.

Thanks for the support and the great questions. This new chapter is about helping people think better so they can live and perform better. Let's build that mental architecture together.

What questions do you still have? Drop them in the comments—I'd love to hear from you.

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