Performance Excellence
Rooted in Behavioral Science
Revolutionizing the Mental and Physical Architecture of Sport Performance
Dr. Alicia Naser is redefining how the world’s highest performers train, understand, and optimize performance. She is a global leader in professional sport for excellence in mental performance, behavior change, and sport science, and recognized as the first Board Certified Behavior Analyst to work with professional athletes in an applied setting. With more than 12 years of advanced study, research, and applied work in behavioral psychology, and as a member of the American Psychological Association, Dr. Naser brings a fundamentally different approach to professional sport. Dr. Naser’s work sits at the intersection of behavioral science, physiology, mental performance, and high-stakes execution.
Client Testimonials
Trusted by the world's top athletes, high performers, and sport executives.
A selection of client testimonials, shared with permission.
“I'm much more equipped mentally to withstand and respond to adversity and tough situations.”
“The pregame journaling helped me feel prepared to compete each day. I felt a difference in my game.”
“She gave me the confidence I needed immediately and it showed up out on the course.”
“The way she worked with me helped give me more consistency through the game of hockey and life.”
“She puts your needs first and truly cares about the people she works with. My game has taken a turn.”
“She has given me tips and tricks to navigate the ups and downs that come at you in game and in life.”
“I am always so excited to talk to her and I feel better every time. You'll see the results instantly.”
“My performance on the ice has improved, and also my consistency. She's available at all times.”
“I have been more confident than ever. Taking control of my mind has allowed me to strive in a lot of areas.”
“She taught me to focus on future opportunities, not to worry about what happened but what I can make happen.”
“She helped me clear my mind of worries during games and get the most out of myself on the ice.”
“A shift in my mindset that has helped me play free, without worrying about making mistakes.”
“I've reconnected with the love of the game again and found peace with my past.”
“My confidence in myself as a player and person has been huge. It changed me as a human.”
“She is the best in the business. The numbers speak for themselves.”
“All it takes is one session and you will quickly see how Dr. Naser can help you on and off the ice.”
“I can change my mindset and turn things around. It has made me a way better player and person.”
“Working with Dr. Naser has helped me mature off and on ice. I am way more dialed.”
“Dr. Naser is exceptional. Her extensive knowledge of sports, combined with a keen ability to address immediate needs, sets her apart.”
“I would push Dr. Naser for any team, athlete and coach. The big thing for me is the care factor.”
“Since starting with Dr. Naser my life has changed completely. My on-ice performance improved drastically.”
A trusted expert in behavioral psychology and sport science
Media Features
About The Institute
The Naser Institute for Behavioral Sport Psychology™ is the leading behavioral performance consultancy built exclusively for professional sport.
Founded by Dr. Alicia Naser, Ph.D., BCBA-D — the Institute works with professional athletes, coaches, scouts, and sport organizations to identify and optimize every variable behind consistent, high-level execution.
Behavior, emotion, physiology, decision-making, pressure response, recovery, and performance consistency — not as isolated variables, but as an integrated system that can be understood, measured, and improved.
For decades, sport performance has often been divided into two separate domains: the mental side of the game and the physical side of performance. Dr. Naser’s work challenges that separation.
Addressing the Mental and Physical Sides of Performance
Dr. Naser’s work addresses two of the most important domains in sport performance: Mental and Physical.
The mental side includes focus, confidence, emotional control, self-talk, resilience, pressure response, and attentional flexibility. Within this domain, Dr. Naser distinguishes between mental health and mental performance.
The physical side includes performance efficiency, consistency, precision, behavioral execution, recovery patterns, and the athlete’s ability to perform the right action at the right time under changing demands.
Most performance models treat these domains separately. Dr. Naser’s work is built on the understanding that an athlete’s thoughts, physiology, environment, and behavior are constantly interacting. To optimize performance, those systems must be studied and trained together.
This is where her background in Applied Behavior Analysis (ABA) creates a powerful advantage.
By using behavioral strategies to improve both mental and physical performance patterns, Dr. Naser helps athletes build systems with precision that are measurable, individualized, and designed for sustained excellence.
The Science Behind Elite Performance
A New Standard for Mental Performance
Mental performance is not abstract.
Pressure, confidence, self-talk, focus, resilience, emotional control, and execution are all behavioral processes. They can be observed, measured, trained, and refined.
Dr. Naser’s doctoral research examined the connection between physiology and self-talk, with particular emphasis on how internal verbal behavior relates to measurable physical responses. Today, she applies that research directly with professional athletes and sport organizations to help identify the patterns that influence performance when the stakes are highest.
Her work connects what athletes think, what their bodies do, and how they perform.
This allows for a more precise and individualized approach to mental performance. One that is rooted in behavior change, supported by data, and designed for the real demands of professional sport.
That precision looks different for every athlete, every coach, and every organization. That's exactly how we designed it.
How we work together
Three ways in.
Every engagement starts the same way: identify the behaviors that actually move performance, then build a system around them.
Athletes
One-to-one work with professional and elite athletes, in season and out. Built around your sport, your position, and the specific patterns that decide how you perform when it counts.
Teams and organizations
Season-long programs for clubs, front offices and staff. Behavioral systems designed to hold up through travel, pressure and a long schedule, and to be measured rather than guessed at.
Speaking and education
Keynotes, workshops and training for conferences, organizations, and the clinicians and practitioners coming up behind her.
On camera
Short lessons from the work.
Applied behavioral science for athletes, coaches and parents. New shorts every week on YouTube.
On Instagram
Inside the work, week to week.
Behavioral Sport Psychology Newsletter
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