Shelley Izuno founded Strategic Performance Group to address a common gap in athlete development — talent without structure. After more than a decade of coaching competitive youth and high school athletes, she recognized that performance breakdowns rarely stem from effort. They stem from inconsistent identity and undefined standards.

Combining formal education in sports psychology with advanced coaching licensure and championship-level program leadership, Shelley developed a structured methodology integrating competitive identity, tactical intelligence, and measurable accountability. Her approach is deliberate and systematic, designed to produce sustainable growth rather than temporary momentum.

She works with serious athletes who are ready to operate at a higher standard — and who understand that performance is built, not hoped for.

Philosophy:

  • People first; athletes second.

  • Performance is engineered, not emotional.

  • Standards shape identity. Identity drives behavior. Behavior determines outcomes.

  • Talent is common. Competitive consistency is rare.

  • Inconsistency is a systems problem — not a motivation problem.

  • Training must develop decision-making, not just technique.

  • Psychological skills must be measurable and observable.

  • Elite competitors are deliberate, not reactive.

  • Effort is expected. Execution is trained.

  • Confidence is built through preparation, not affirmation.

education & certifications:

  • MA Sports Psychology & MBA

  • Certified Mental Performance Consultant through Association of Applied Sports Psychology

  • Association of Applied Sports Psychology Leadership Cohort ‘25

  • Other Professional Education - USSF B License (On-Going), UEFA C (On-Going), Football Association of Wales C-Certificate, German State Football Association FA Coaching License, United Soccer Coaches Director of Coaching Diploma, Sport Performance Diploma, Applied Performance Analyst Level 1, Coerver Youth Diploma 2, NASM Youth Exercise Specialist, NESTA Sports Psychology Coach, United Soccer Coaches Goalkeeping Level 1

  • Other Expertise - Project Management Professional, Certified ScrumMaster, Six Sigma Lean Black Belt, Change Management Specialist

How Strategic performance group

got its start

Strategic Performance Group was created after years of observing a consistent pattern in competitive athletes: ambitious, strong talent, high effort, but inconsistent execution under pressure. The problem is not desire — it is structure. SPG was built to integrate competitive identity, tactical intelligence, and measurable accountability into one unified development system. The goal is simple: architect athletes who perform when it matters.

Let’s work together.

Interested in getting in the lab? Reach out and we’ll get back to you soon!