AboutAbout

We operate where mindset meets performance.

Not everything can be easily measured — but that doesn’t mean it’s not shaping outcomes.

Culture. Resilience. Trust. These psychological forces drive team performance, often silently, but powerfully.

All in one place, with zero disruption to training or match prep.

At AIMS, we give coaches and support staff the tools to measure, understand, and influence those forces—turning the invisible into actionable insight.

Our Mission

To bring clarity to the unseen.

We equip elite teams with the tools to assess, understand, and shape the mental and emotional environment that fuels performance—day in, day out, season after season.

What We Do

We’ve developed Mimir—the first tool purpose-built to monitor, measure, and strengthen a team’s psychological climate.

Designed for real-world impact, it’s trusted by pro clubs, college teams, academies, and individual athletes alike.

Mimir is grounded in applied sport psychology, behavioural science, and real-world coaching impact.

Mimir is built as a modular system: organisations choose which modules to activate, so teams only use what's relevant to their programme.

• Anonymous Team Climate monitoring (optional module), grounded in established psychological frameworks
• Daily Wellness insights (optional module) across mood, sleep, energy, soreness, diet, and stress
• Personality insights (optional module) linked to leadership theory and team-role research
• Every Voice (optional module), providing athletes with an anonymous channel to be heard and highlighting emerging themes
• Cycle Insights (optional module), giving athletes a way to track their own menstrual symptoms and, if they choose, share readiness insights with their coach
• Automated pattern recognition across whichever modules your organisation activates
• Developed by world-leading specialists in sport psychology, coaching, and data science
• Used across men's, women's, collegiate, professional, and academy sport

Mimir is the result of years of applied research, real-world coaching experience, and partnership with elite teams across sports and levels. Everything is evidence-based, but made practical for the people who use it.