I’m Alyssa DeNofa, a Certified Mental Performance Consultant (CMPC®) and the founder of Advance Performance Coaching.

I created APC to help athletes develop the mental skills that are often overlooked in traditional training environments. Too often, athletes are expected to “just be confident” or “push through” without being taught how. This work exists to give athletes practical and applicable tools they can use when performance pressure is highest.

I work with competitive youth, high school, collegiate, and adult athletes and teams to develop and strengthen the mental skills that create a lasting competitive edge. My approach blends evidence-based mental performance research and tools with real-world application. A strong emphasis of my approach is relationship building — creating trust and connection so athletes feel supported, challenged, and confident engaging in the process.

I’ve worked with athletes across multiple sports, ages, and competitive levels and I understand the demands athletes face both in and out of competition.

Mental performance is not about being positive and tough all the time — it’s about developing and strengthening the skills to respond to what’s thrown at you.