Manchester United have expanded their investment in organisational performance after appointing behavioural science and performance psychology company Mindflick as their official performance mindset partner under a new multi-year agreement.
The partnership will see Mindflick’s proprietary performance psychometric platform deployed across the club, supporting not only the men’s and women’s first teams but also the academy, coaching staff, senior leadership and corporate workforce. By extending the programme beyond the playing squad, the Red Devils aim to establish a consistent high-performance culture throughout the organisation.
Mindflick’s platform combines behavioural science, psychometric assessment and digital performance tools to help individuals and teams improve communication, leadership, decision-making and resilience in high-pressure environments. The initiative is designed to provide greater self-awareness, strengthen collaboration across departments and create a shared framework for performance development.
The agreement reflects a growing trend among elite sports organisations to invest in human performance beyond traditional coaching and sports science, recognising that sustained success increasingly depends on organisational culture, leadership and effective collaboration as much as technical excellence on the field.
Kirstin Furber, People Director at Manchester United, said, “At an elite club, performance is shaped by far more than talent alone. It depends on how people think, respond under pressure, communicate and stay aligned when expectations are at their highest. This collaboration is about building those qualities more deliberately across our people, from players and coaches to the wider staff and leadership around them. It demonstrates clear investment into our people, reinforcing our commitment to developing talent and fostering a strong, inclusive culture at the club.”
Dr Mark Bawden, CEO of Mindflick, added, “Elite performance does not happen by accident. It comes from building the conditions that allow people to stay focused, adapt quickly, lead well and perform under pressure, day after day. That is what excites us about working with Manchester United. This is an opportunity to implement Mindflick’s performance psychometric platform across one of the world’s most iconic clubs in a way that is practical, scalable and lasting. By combining behavioural science, mindset insight and psychometric tools, we can support both performance and culture, helping individuals and teams communicate more effectively and thrive together.”
Founded by Dr Mark Bawden, Dr Pete Lindsay and former England cricket captain Sir Andrew Strauss, Mindflick specialises in performance psychology solutions for elite sport and business. The company describes its platform as an “Operating System for Performance”, designed to help organisations unlock sustained high performance through behavioural insight and evidence-based leadership development.
For Manchester United, the collaboration underlines a broader strategic shift towards organisation-wide performance optimisation, as clubs increasingly view behavioural science and leadership development as integral components of long-term sporting and commercial success.
