Dr Alex Auerbach is a highly respected performance psychologist whose expertise spans the elite levels of professional sports, executive coaching, and high-performance leadership. Known for his work in the NBA and NFL, Alex brings years of experience helping top athletes, military professionals, and corporate leaders navigate the pressures of high-stakes environments. His approach to coaching focuses on evidence-based techniques to enhance performance, resilience, and consistent excellence, making him a sought-after advisor in sports, business, and beyond.

As an executive for an NBA team, Alex has had the opportunity to witness first-hand the challenges that come with maintaining peak performance at the highest levels. His experience with elite organisations, including high-performing military units like the Army Rangers and Fortune 500 companies, has given him unique insights into what it takes to succeed under intense pressure. These insights form the foundation of his work, where he combines scientific research with practical strategies tailored to the unique demands of each individual he coaches.

Alex’s commitment to growth, excellence, and compassion underpins his work. He believes that achieving greatness doesn’t just come from raw talent but from a deep, ongoing commitment to self-improvement and a willingness to work through challenges. His book, Called to Greatness, serves as a personal playbook for those striving for excellence, offering readers a roadmap built from Alex’s own journey and his experiences coaching others at the pinnacle of their fields.

A former high-level football coach and a father of two, Alex values the importance of balance, resilience, and support in personal and professional success. Whether working with athletes, executives, or high-performing teams, he brings a nuanced perspective on the mental skills needed to thrive. With his mix of academic rigour and real-world application, Alex’s insights continue to inspire and empower those striving to raise their game to the next level.