You know you can become a mentally strong athlete

(If other people can, you can too, right?)

But sometimes it feels pretty impossible

It can be hard to know where to begin with mental training and try to piece together all the information you can find out there.

So how about we begin right now, together, to get it all straightened out for you so you can become a mentally tough athlete, achieve YOUR best performances and have loads of fun doing it?

Community for ambitious athletes seeking to become mentally stronger, performing at THEIR best and have fun doing it!


Wondering how it works?
 Well let me explain...

Wondering how it works?
 Well let me explain...



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Jennifer Rudberg

Mycket bra!

Otroligt tacksam för all stöttning och alla hjälpmedel man fått!

2 years ago

Early in my career I struggled a lot with negative thoughts and I had a hard time staying focused under pressure.

If things didn’t go the way I wanted them to I would get easily frustrated. Not to mention when the pressure was on, my mind would go to all the possible scenarios of what would happen if I didn’t perform well.

Of course this took my focus away from what I needed to do to actually perform.

It took me years to first realise this wasn’t “just the way I was” I could change this.

Then it took me a long time and a lot of confusion to shift through all the information out there to find out HOW best to do it.

It wasn’t until I got help that I could finally start doing the mental training to fix it and that was when the magic started to happen.

Fast forward to the end of my career when I was able to let go of mistakes quickly, talked to myself in a constructive way no matter how things were going, kept my focus and was full of confidence.

But it wasn’t easy!

Which is why I am starting The Athletes’ Club so athletes like me can find the tools for their mental training in one place, get the support to do the work and connect with others on the same journey.

If you want the path simplified for you and support on the way then there is no better place for you than The Athletes’ Club.

Here you will find Success Kits for everything you need and you get to build this with me so I can best serve you.

I would love to welcome you with open arms inside if any of this resonates with you.

It would be an honour and privilege to work with you and help you get mentally stronger!

Here's what you'll have access to:


Courses on a wide range of topics with actionable steps to help you implement. I’ll show you what you need to do to train your mind.


Guided visualisations, relaxation exercises and all kinds of worksheets like planners, checklists and so much more to help you implement what you are learning.


You will have questions and this will be your space to ask them. Not to mention you get to connect with athletes on the same journey and not feel alone.


The Athletes’ club is for athletes who are serious about
getting mentally stronger and performing at THEIR best

Hi I'm Ásdís. I am a triple Olympian, a former javelin thrower and the person behind The Athletes’ Club.

I was never the most talented athlete myself but I was always ready to put a lot of effort into getting the most out of the talent I had. Not only did this get me to three Olympic Games, it enabled me to get a PhD at the same time.

I remember how difficult it was for me to deal with setbacks and how often I underperformed just because I stood in my own way. The mistake I made was thinking for too long that I could deal with this myself.

It wasn’t until I started working with a sports psychologist and reading up on this that I realised how much I had sabotaged myself. Had I started this work earlier I am certain that I would have performed even better.

Don’t make the same mistakes I made because the toughest thought we are left with after the career is “What if…?”.

Here is what athletes have had to say about Performance School

"I would definitely recommend Ásdís’ Performance School. I have been a competitive athlete my entire life and have always struggled a little bit with stress. Ásdís covers extensively how you can work on that and what tools we can use to find our “optimal” stress level. On top of that it can be difficult in these strange times to be motivated to keep training, diet, sleep and more 100% because you don’t even know when the next competition is. Then it is good to dive into why I am doing my sport and why I started it in the first place as well as what it has given me."

Thuri Helgadottir

- 9th fittest woman on earth 2019 and multiple Crossfit Games athlete

"I definitely recommend Performance School. I got to know myself as an athlete all over again! In Performance School Ásdís offers an incredibly generous package and it was worth every penny. I feel a big difference in myself mentally but she covers the mindset part extensively and that was what I needed. I have also had a 1-on-1 consultation with Ásdís and it helped me enormously. It was very comfortable to talk to her and I felt like I had known her my whole life. I highly recommend Performance School for all athletes!"

Birgit Rós Becker

- Icelandic record holder in powerlifting

“Through the Performance School I realised how much a good mindset can change my performance. I learned how I can use my mindset to improve my performance and ability to deal with different situations. I have noticed that my mindset in training has improved. This has helped me to be more focused in my training session. I would definitely recommend Performance School to other athletes.”

Lena Meyer

- Swiss javelin thrower


Got questions? Here are the answers to the most common ones

Definitely not! It does not matter what level you are at in your sport. If you are putting in the effort in training with the intention to compete and want to be in the right headspace to get YOUR best out in a competition then The Athletes’ Club will help you do that. Regardless of whether you are trying to make the Olympics or simply want to improve your time in the next road race.

Absolutely! We already have athletes from a variety of sports within The Athletes’ Club but most importantly the mental training techniques are the same regardless of your sport. I want to be very clear in that the membership does NOT include a training plan. It will help you with mental training, recovery, goal setting and mindset and that is how it will help you perform better. These are the challenges that all athletes in all sports go through and that is why it is applicable to any sport.

If you do want more personalised help then I also offer consulting sessions and as a member in The Athletes’ Club you get them at a discounted price. In those sessions I will give you advice on your exact situation and struggles. Email me at [email protected] to book your session.

Make sure to check your promotions and junk folders within your email account. To make sure this doesn’t happen again, please go ahead and whitelist my email address. That way my mails will go directly into your inbox and you won’t miss any important emails. If you have tried this and there is still nothing in 24 hours, email me at [email protected].

The Athletes’ Club is a monthly membership community, meaning members pay monthly. However, on occasion a discounted annual membership option will be offered.

If you sign up through the monthly payments the first payment will be made when you join. From then on you will be billed every month on the day that you enrolled. If you choose the yearly payment option, you will be billed once a year on the day that you enrolled. The card you have on file will be charged automatically. In case your card expires, make sure to update your payment information inside your account on the membership site under billing. There you will also find your past invoices. Please note that you will not receive an email to remind you of an upcoming renewal.

You can cancel at any time but payments already made are non-refundable. You can cancel your membership inside your membership site account under billing.

I would love to help you in any way that I can. Please email asdis@annerudmedia for all enquiries and I will get back to you as soon as possible!