About
Making pressure trainable
2Mynds is a performance optimization company. We build the assessment and the training that help people hold up when it counts — and we own the brands that deliver them.
Vision & mission
Training the mind should be as ordinary as training the body
Nobody waits for an injury to start strength work. Mental performance is still treated the other way round — addressed once something has gone wrong, by people who are already under pressure. We want it to be proactive, structured and ubiquitous, so that individuals and the communities around them are better equipped to handle pressure when they meet it.
Our mission is to make performing under pressure a skill, not a talent.
What we do not build, we connect to. Assessment results are made available to the coaches and training tools a performer already uses, rather than asking them to abandon what works.
Who we are
The founders
Brother and sister, both scientists, both athletes.
Leon Bax, PhD
Founder & CEO
Two decades advising on complex medical development decisions, and a lifetime in physical and mental disciplines including a national title in judo. Leon founded 2Mynds to make training the mind a normal, proactive part of performance rather than something taken up once it has already gone wrong.
Liane Langendorff-Bax, MSc
Co-founder & COO
Fifteen years in the pharmaceutical industry overseeing clinical trials across Europe, and a nationally ranked junior tennis player in the Netherlands. In 2018 she moved from the treatment of disease to its prevention, and now leads operations and 2Mynds' development in Europe.
They are supported by a small team across operations, training content, research and production — most of them competitive athletes, several still competing.
What we hold to
Our values
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Integrity
We say what the evidence supports. Weighing evidence is our background. No more, no less.
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Community
Performance is rarely solitary. Coaches, parents and teams are part of the work.
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Passion
We are performers ourselves. This is not a category we arrived at by market research.
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Enjoyment
Pressure handled well is one of the better feelings available. That is the point.
Guided by an international board of advisors
Fifteen practitioners from professional sport, education, sports science and business.
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Kaitlyn Christian PPA Professional -
Will Yanagisawa PING, PGA Tour Champions -
Søren Lerby Frmr Soccer Professional, Coach -
Teun Driessen Private Investor -
Nick Fustar Founder, Eagle Fustar Academy -
Jason Avilio SVP Finance, Quantifind -
Shiraz Madan CEO, Sustainable Capital Finance -
Tom Nijssen Frmr ATP Professional, Coach -
Giuliana Olmos WTA Professional -
Wolf Oswald ATP Coach, Physical Therapist -
Christina Riley Managing Director, EL Education -
Toshihiko Satoh Professor, Aoyama Gakuin -
Ben Shapiro CEO, Pivot Agency -
Peter Smith Frmr Head Coach, USC Men’s Tennis -
Kirk Spahn Founder & President, ICL Academy