Mindflick, a performance psychometric company founded by elite performance psychologists and sporting experts, has been appointed as Manchester United’s “Performance Mindset Partner” as part of a new multi-year collaboration.
The partnership will see Manchester United implement Mindflick’s performance psychometric platform across the club, supporting all staff across the men’s, women’s and academy teams alongside wider leadership and club functions. The aim is to help individuals, teams and departments build greater self-awareness, strengthen communication, adapt to change and develop the mindset and behaviours needed to perform under pressure.
Mindflick’s platform gives people practical insight into how they think, work, communicate and respond in different situations. Through individual profiles, group insight, digital tools and shared language, the platform helps teams understand each other more quickly and improve everyday collaboration.
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Kirstin Furber, people director at Manchester United, said: “At an elite club, performance is shaped by far more than talent alone. It depends on how people think, respond under pressure, communicate and stay aligned when expectations are at their highest. This collaboration is about building those qualities more deliberately across our people, from players and coaches to the wider staff and leadership around them.
“It demonstrates clear investment into our people, reinforcing our commitment to developing talent and fostering a strong, inclusive culture at the club.”
Dr. Mark Bawden, CEO of Mindflick, added: “Elite performance does not happen by accident. It comes from building the conditions that allow people to stay focused, adapt quickly, lead well and perform under pressure, day after day.
“That is what excites us about working with Manchester United. This is an opportunity to implement Mindflick’s performance psychometric platform across one of the world’s most iconic clubs in a way that is practical, scalable and lasting.
“By combining behavioural science, mindset insight and psychometric tools, we can support both performance and culture, helping individuals and teams communicate more effectively and thrive together.”
Founded by elite performance psychologists and sporting experts, Mindflick combines behavioural science and digital tools to help organisations build stronger self-awareness, better relationships and more adaptable teams.
Its platform is used across sport, business and education to support leadership, team performance, communication and culture change.
