Ali Mahoney – ithinksport Ltd, Sport psychology

Which one of these best describes you?

Early Planning Stage




Briefly describe your business

ithinksport provides online and offline sport psychology support for sports people (individuals and teams)

Briefly describe your education

BA Sport & Leisure, MSc Applied Sport & Exercise Science, MSc Applied Sport Psychology


What made you decide to work for yourself?

I was frustrated with the lack of innovation in Sports Development, I had a strong interest in bringing sport psychology techniques to serious amateurs, I could see the potential for sport psych to be transferable into other aspects of life


Did you receive any kind of business support from your school, college or university ?

Yes / NO


What was this?

Cardiff Met Ent support – mingle events and small grant competition


What was the most valuable piece of advice you were given?

At the Sports Mingle (networking event run by the University entrepreneurship centre) , I took advice from Non Evans about ways to market my business and to have a ‘just do it’ approach

What was the most difficult aspect to starting/running a business?

Building confidence in myself that I have the right skill set. Plus building confidence in the idea as a business.




Do you know what a business incubator and accelerator programme is?



Have you participated in either ?



Where was this?

Cardiff Met Incubation centre

Have you received any support from the Welsh Government?



What was this?

Through the Communities 2.0 programme I received WG funding via a grants programme


If you could give one piece of advice to someone starting a business, what would it be?

Do your market research – speak with your potential customers to shape your idea


What do you think business support in Wales is lacking?

Finance for new start ups

Ideas generating workshops

Post start-up support



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