Let's create a positive environment for athletes, novice and veteran, where they learn how to handle pressure, find their passions, and are able to have a healthy relationship with competing by having the tough conversations, creating a safe space, and building mental performance knowledge.

Our company values acceptance and respect, creating an inclusive environment where diversity is celebrated. We foster compassion and empathy in our relationships, while upholding the highest standards of ethics, honesty, and integrity in all our actions. We encourage individuality and authenticity, allowing each person to thrive while promoting accountability. Through vulnerability and openness, we build trust and foster continuous learning and improvement, ensuring that we always act with transparency and respect.

Aubri Sherman, the founder of Prime Performance, is passionate about helping athletes and performers overcome mental barriers in their craft. Having struggled with performance anxiety throughout her own athletic career, she understands the challenges that come with managing the mental and physical aspects of performance. This personal experience led her to pursue a career in sport and performance psychology, where she now supports clients by providing individualized strategies to help them succeed. Aubri holds a Bachelor’s and Master’s degree in Kinesiology from the University of Northern Iowa and a Doctor of Education in Sport and Performance Psychology from the University of Western States. Her mission is to ensure every client feels seen, heard, and valued as they work together to achieve their goals.