Brand Transformation for Lewis Hatchett

Lewis Hatchett had built strong credibility as a former professional athlete turned mental performance coach, but his brand foundations and business model weren’t structured for scale. The category around him had become crowded with mindset coaches offering generic advice, and his funnel lacked clarity and consistency.

He had trust, story and talent — but no proprietary method, no narrative focus, fragmented offers, and limited scalable products. The challenge was to turn a respected individual coach into a structured, differentiated, and growth-ready brand with a clear method at its core.

Our diagnostic revealed key cultural, category and audience patterns:

Category Insight The mental performance industry is shifting from motivation → systems. Athletes and coaches reward structured frameworks, not slogans.

Credibility Insight Lewis’ emotional intelligence and lived experience were a unique advantage in a market split between pure science and pure motivation.

Audience Insight Athletes want to win; but their emotional management is blocking them to achieve their goals. 

Competitive White Space Most competitors sit in extremes: grind culture, mindfulness, scientific authority or media wisdom. Lewis naturally occupied the hybrid zone: emotional intelligence + performance discipline.

Strategic Opportunity Position Lewis as the coach who bridges human truth and athlete discipline — and build a proprietary method that makes that territory concrete, teachable and scalable.

We defined a new strategic territory: Performance based on emotional intelligence — the fusion of self-awareness and mental strength.

This became the foundation for:

His core brand message

A proprietary method

A new product ecosystem

A coherent business model

A content system built around frameworks, tools and transformation

We created the MindStrong Sport Method™, a dual system that merges the emotional clarity of the human with the disciplined habits of the athlete.

New Strategic Role Help athletes win the game in their mind so they can own it on the field.

We translated the strategy into a complete brand and business transformation:

Strategic Territory

Business Model Canvas

Value Proposition Canvas (Athletes + Coaches)

Perceptual map & category positioning

Name: The MindStrong Method™

Tagline: Win the game in your mind first

4-stage framework (Awareness → Planning → Action → Reflection)

Tools: At My Best, Inner Opponent/Fan, Reset Rituals, Pre-performance Protocol, Identity Mapping

Visual structure (A→B path + infinite loop)

Created a scalable pyramid of offers:

Free mini-course

App/membership

Online course

Mentorship cohort

1:1 coaching

Core story: Lewis as the bridge between human vulnerability and athlete discipline

Core message: Building high performance by winning the fight in your mind

Tone & voice system

Method-first content strategy

Funnel consolidation

Lead magnet creation

Course + app roadmap

Systems: CRM, automation, content engine.

Lewis now owns a clear white space in the category: emotional intelligence + performance.

A complete, proprietary method gave him authority, structure and teachability.

Messaging became sharper, consistent and aligned with audience needs.

A fully scalable digital ecosystem (mini-course → app → course → mentorship → coaching)

Clear monthly roadmap for the next 6 months

Stronger funnels and content architecture

Growth Indicators (projected/early-stage)

Strengthened athlete and coach value propositions

A structured method built for long-term monetization

Clarity to launch digital products with confidence and narrative coherence