Jim Madrid

SoccerToday Columnist and CEO & Founder of Advance Sports Technology, Inc. (AST). In a career spanning nearly four decades, Jim has assisted players, and sports organizations achieve ever-higher levels of success. Companies as diverse as Nordstrom, Lexus, Paramount Studios, as well as sports teams and players such as the Seattle Sounders FC, Seattle Seahawks where Jim help coach Pete Carrol create his online program, 'Win Forever,' Washington Redskins, LA Chargers, Orange County FC Soccer Team, Cal State Fullerton Men's Soccer, UNLV Men's Soccer, UC Irvine Men's soccer, UCLA, Seattle U., and many youth teams have all benefited from Jim’s expertise. Madrid and AST's unique approach to "It's All Mental” have achieved unprecedented success. Jim’s highest priority is his purpose of making a positive impact on the culture of youth sports both on and off the field of play.