Competing is a central part of every athlete’s mindset, and it’s one of the habits we teach at Wes Myron Fitness. But, what is competing? It’s never accepting you’re beaten, it’s always driving forward, and it’s being willing to do whatever it takes to get over the line.

That’s what we discovered was burning inside of the best selling sports psychology author Kevin George when we met him to find out how and why he NEVER SETTLES.

It’s no surprise, with Kevin being an ex pro soccer player in England, before he switched careers to analyzing performances, and identifying the psychological barriers holding players back from elite results.

Name: Kevin George

Instagram: @iamKevinGeorge

Location: London

What’s your story?

My early career was as a professional footballer, as we say in England – or soccer player for North American readers! I was never the most talented, but I was by far the hardest working, and was relentless in improvement, finally achieving my pro contract.

However, football didn’t work out for me, as you’ll read about in my most challenging adversity moment, and so I took what I had learned and accomplished and looked to apply this elsewhere.

This meant I was an actor on the TV soccer show, Dream Team, and a body double for Thierry Henry, Cristiano Ronaldo and John Abrahams.

However, I knew there was more I could do to impact people’s lives, and so I trained as a psychotherapist, which took me in the world of psychology and why people do what they do.

From here I had a Eureka moment when I realised if I applied all I knew about psychology AND football, I could understand why players made decision, and improve them. It was then I started Soccology –  my football programme delivered across Premier League football clubs, prisons and schools, and the basis of my best selling book Soccology.

Choose and title 5 photos from your phone that best sum up your current life.

Always compete. I always want to win and be the best.


Playing the game in a different way. I use football as analogy for everything & my attitude towards my work is how I operated on the pitch.


Working across the communities. Giving back is so important.


Teams matter. The loneliness of working on projects is hard.


Soccology. My career of mixing football with education.

What is the toughest adversity you’ve faced on your journey to living your best life, and how did you overcome this?

Becoming a professional footballer was extremely stressful.

It was something I wanted so bad. I traveled across cities to football club training grounds when I was still a kid, really, lying to the guys at the doors by convincing them my name should be down for trials, and training at every given moment to make sure I was ready when the opportunity came along.

I put everything into it, so it was heartbreakingly difficult when Alan Curbishley (the Charlton Athletic Manager) told me that he wasn’t going to renew my contract, but I could hang around and he’d take a look (after I’d been there three years).

Even worse was when the Assistant Manager told me in a meeting afterwards that I deserved a chance that I never got.

It was a hard time for me and changed my attitude towards football on an unconscious level. However, it hardened me up and gives me the drive to carve out a successful career in this amazing sport.

What’s your goal for the next chapter?

I’m very thankful that my Soccology program and book have done so well, and my goal for the next chapter is to do a documentary, write my second book and launch my community interest company.

Follow Kevin’s journey:


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