My name is Ásdís Hjálmsdóttir Annerud and I am just an ordinary Icelandic girl who has achieved extraordinary things.
Clear vision, consistent goal setting and insatiable hunger for constant improvement are the reasons why I was a world class javelin thrower for almost 20 years and threw in the finals of European Championships, World Championships and Olympic Games.
I was never the most talented athlete 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.
My mission is to help athletes get the mental toughness to perform at their absolute fullest potential and achieve performances they never thought possible.

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Why am I the right person to help you?

I have been through all of this myself and know from experience everything that comes with being an ambitious athlete aiming high. For almost two decades I left no stone unturned in my quest to do better and I gathered tremendously valuable experience and knowledge.
This took me from:
  • Not performing as well in competition as I knew I could
  • Doing better in training than competition
  • Having negative thoughts take over and drain my confidence
  • Feeling bad around competition because of pressure
  • Focusing on things I couldn’t control and having it knock me off balance
  • Having bad conscience when I had to skip a session because of injury or being sick
  • Being in over training because I was afraid to rest
Over to:
  • Making my last season the best one of my career, at age 35
  • Enjoying competing and performing much better as a consequence
  • Going into a competition with a clear plan and focus and knowing exactly how I needed to think
  • Having full control over my stress levels and being full of confidence
  • Finding the right balance between training and rest to get the absolute most out of my training
  • Enjoying my sport to the fullest!
I can show you how you can train your mental toughness to make the most out of the talent you have.

You will benefit from working with me if...

  • You want to work with someone who doesn’t sugarcoat things
  • You are ready to do the work to become better 
  • You want to have fun while you learn
  • You are aware that working on your mindset is extremely important to achieve top level results
  • You enjoy challenges and are ready to step outside of your comfort zone