When I started down the path of training and racing Ironman triathlons I realized quickly that 90% of the sport is related to mental strength. This led to a departure in my tech career and a return to graduate school where I received my Masters in Sport Psychology. I launched a sport psychology practice and had the privilege of working with athletes all over the country. This also led to becoming a published author and public speaker. Ultimately I found my way back to brand marketing but my expertise in understanding the psychology of athletes has been extremely beneficial in my brand strategy work across multiple brands focused on targeting the athletically minded consumer.