About Us...

We help high-level soccer players go from chasing the standard in their team to setting the standard for their team.

But what does that look like on a daily basis? Why does setting the standard matter? Does it apply to life outside of soccer?

In order to answer all that - We have to first explain who we are, what we do, and why we do it. ⬇️

Meet The AMGC Team

Cole Russell

Owner/Founder

Jake Crull

Director of Player Development

Who We Are...

We are a team of performance coaches who believe in and challenge athletes to master their mental game FIRST. Once you do that - the rest will solve itself.

Our coaches are experts at:

  • Identifying the obstacles holding athletes back

  • Pushing footballers to higher standards that others can't reach

  • Relating to the everyday struggles of a high-performing athlete

What We Do...

We equip athletes with the mental skills needed to be successful and compete at the next level.

Our areas of focus (online & in-person):

  • Individual coaching for high-performance athletes

  • Group coaching for high-performance teams

  • Self-paced programs for elite players to continue their development

Why We Do It...

I walked into my coach's office to tell him I was done and that I wanted to quit...He wouldn't let me. He helped me change my life, and I don't know where I would be if he let me quit.

Most athletes don't have that person to push them to be their best, and I'm sorry parents...but that person isn't you:

  • 57% of college athletes quit before their eligibility is up

  • We want to build "professional" people

  • Your mentality will determine what your life will look like

So...What does "setting the standard" look like?

There are 3 levels: Chasing, Following, and Setting The Standard. You can't just automatically jump to level 3...It takes time, it takes effort, and it takes a willingness to be the best at what you do. Just like anything else, in order to level up, you have to pass the level you are at. In order to succeed at the level you are at, you have to train, think, and perform like you are on a level higher.

  • Level 1) You may be on a new team or you may be struggling with the level of your current team - bottom line is that every day you try to meet the standards that those around you have set. For example, let's say the game moves too quickly for you, you feel slow, or your brain doesn't fire as fast as the others on your team. You struggle to play at the level. Well someone that is okay with staying on level one will continue as they are - they will show up and struggle. But that's not you - so in order to pass level one and begin following the standard... you have to level up your training, you have to level up how you think, and you have to level up how you perform. You do that for long enough - you will reach Level 2 = Following The Standard.

  • Level 2) Now you are at the level of those around you - You show up every day, you train like everyone else. You want to win so you train hard like your teammates, and you listen to the others on your team. Congrats - You are doing what is expected of you! But again...you don't like this. You want to BE MORE. Again, if you want to be more than you have to do more. Now you have to level up your training, level up how you think, and level up how you perform...and again if you do that for an even longer period of time - you will finally reach level 3 = Setting The Standard.

  • Level 3) If you have gotten to this level, you may have realized that you can quickly fall off. Some people reach this level, but don't stay long for how intense and hard it can be. This level isn't for everyone. This level is for the best of the best. It's for the ones that feel as if what they do is never enough. It's for the ones that feel that if they don't do it, then no one will. It is for your top one-percenters. Your mental game, your IQ, your nutrition, and your personal training are all important to you. Everyone looks to you for how to operate, not because you told them to or demanded them to, but because your standard is so high that it is obvious they need to train, think, and perform like you to win. This is possible for AMGC athletes, will that be you?

READY TO become an amgc athlete?

Book Your FREE Strategy Session Today!

The career you dream of is on the other side of conquering your mental game. It's time to be the player you were meant to be. No more dwelling on mistakes, no more low confidence in games, no more playing with fear...