In this episode of Founders Future, with host Ammar Elm, we dive into the journey of Dr. Amy Athey, a nationally recognized performance psychologist and founder of Athey Performance. Amy shares her 25+ years of experience optimizing elite performance in sports, military, and business, and how she transitioned into entrepreneurship to bring a gold-standard, holistic performance model to executives and corporate teams. She breaks down her core offerings—high-touch coaching, speaking engagements, and training programs—while discussing the challenges of lead generation, sales cycles, and scaling a boutique consultancy.

Amy also reflects on key lessons from her first year in business, including the importance of delegation ("Just because I can do it doesn’t mean I should") and her vision for growth through strategic partnerships, webinars, and podcast appearances. Whether you’re an entrepreneur, leader, or performance enthusiast, this episode is packed with insights on bridging high-performance science with real-world business success.