Mental Athletics Black Friday Event
For riders who strive for growth.
Use code BLACKFRIDAY25 to save by December 2.
15% Off Sitewide
November 24 – December 2
Save 15% on everything at Mental Athletics — gear and courses that help you build focus, confidence, and connection in and out of the arena.
Whether you’re looking for a daily reminder to Practice Ugly or are ready to build a resilient mindset that matches your horsemanship, this is your moment.
Use BLACKFRIDAY25 at checkout to save.
The Peak Performance Mindset Bundle
5 on-demand modules for riders who want mindset strategies for the practice pen and show pen.
If you’ve ever felt like…
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You’re not sure where to start with mental preparation
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You’ve poured time into horsemanship but still second-guess your show-time game plan
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You want a plan to bring your best self to every show, not just for your own goals but to be a great leader to your horse
Then this bundle was built for you.
Inside you’ll find:
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The Secret Competition – Spot the invisible pressures and mental traps that undermine your confidence.
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Optimize Your Practice – Structure your time to train your mind and body together.
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Practice Ugly – Learn why imperfect reps build stronger riders.
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From Practice to Show – Translate your preparation into calm, consistent performances.
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Lead Your Horse with Confidence – Show up as the grounded, trusted partner your horse needs.
These lessons distill years of riding, showing, coaching, horse training, and psychology into one practical course.
(Each module is also available individually and eligible for 15% off.)
Practice Ugly Gear
Progress doesn’t happen in highlight reels. It happens in the quiet, messy, everyday work and in the more public schooling sessions where you stick to the plan. This work is a mindset. A commitment to "practice ugly".
Our Practice Ugly collection is a wearable reminder that discipline and progress are worth celebrating.
From hoodies that warm up early mornings to tees that travel from barn to show pen and hats that cover the brief sleep before show-day preparation, each piece is built for riders, by riders.
The Hybrid Program
Mindset training + one-on-one coaching
If you want more than a self-paced course — if you want guidance tailored to you, your horse, and your goals — the Hybrid Program is the next step.
You’ll get:
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The full Peak Performance Mindset Bundle (your foundation)
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Private coaching sessions with Gil to apply the tools to your real riding
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Simple, practical exercises you can use in the barn immediately
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Between-session support so you’re never doing mindset work alone
It’s built for riders who want to feel calmer, clearer, and more consistent in the show pen — and who want a partner walking the journey with them.
Gita Thomas
Whilst all sessions in the PPM Program gave me the tools to be more mindful in how I approach my riding both at home and at shows, the Winners Mindset session hit home to me.
Breaking it down into all facets of MY Perfect Run was so powerful. I still to this day read it before I go show to help center myself back to what it will look like, how it will feel and my goal with my teammate Shooter. It breaks it down for me to really look at what I did, how it felt and what I strive for each time I show. Knowing that my goal is "To Run MY Perfect Run" has made it clearer to me, what areas I need to work on to achieve my goals.
Andrea Beale
"I have always been a big believer in the importance of training mentally as well as physically with our horses. His coaching helped me with my horse at the time to successfully compete that weekend.
Since then he has developed an online program which I participated in recently called The Secret Competition. It is an amazing program which help me overcome many of my mental roadblocks that had developed at horse shows. The mental game is as important as the physical game in our sport. It is awesome to have someone who is a mental coach as well as a Reining trainer to put together an amazing program to help us in developing ourselves and help us achieve our very best with our horse partners.
Thank you Gil!!!
Italian Professional Reiner
"Hello! I‘m excited to try it next week at the Italian futurity… I can't wait to continue with the next module.”
About Gil
Gilead (Gil) Friedman is the founder and head mindset coach of Mental Athletics. With over 20 years in the horse industry as a competitor and trainer, he's learned the importance of a strong mindset in sports.
Mental Athletics was created to support riders at all levels enhance their mental game and achieve their Peak Performance Mindset (PPM), with the goal of helping riders worldwide improve their well-being and performance.
He's worked with pros and non-pros across multiple disciplines. Riders he's worked with have won events like the Run for the Million and the NRHA European Derby. Others have found developed the course to sign up for their very first event.
A Gift for Every Rider
Whether you’re making an investment in your riding mindset journey, stocking up on your favorite gear, or gifting Mental Athletics to the horse-person in your life, you've come to the right place.
Save 15% Sitewide with code BLACKFRIDAY25 until Dec. 2.