About
Helping young athletes strengthen their mindset – on and off the field.
Hi, I'm James Maxwell.
Founder of Max Your Mind – a counselling service that supports young people in sport to navigate the mental and emotional challenges that come with performance, pressure, and identity.
MY STORY
“Cricket was everything to me growing up”
My own journey through sport has shaped everything I do today. From a young age, cricket was my world. I had one dream: to play for Australia. I spent my adolescence in representative teams and, in my late teens, I was trialling for the Victorian Under 19s squad, a huge step toward that dream. I made it all the way to the final cut… but I wasn’t selected. I was told I “wasn’t fit,” but to this day, I never truly understood why.
The rejection hit me hard. I felt lost, uncertain, and unsure of who I was without the sport I’d built my identity around. But like many young athletes, I just had to “get on with it.” I returned to club cricket and kept pushing, but deep down I wished someone had been there to help me work through it, to listen, guide, and remind me that my worth wasn’t defined by selection or stats.
That experience planted the seed for Max Your Mind.
Since then, I’ve been involved in sport as a player, coach, and administrator, I’ve seen it from all angles. I’ve seen how performance pressure, injury, comparison, and internal politics can wear young athletes down, mentally and emotionally. I created this service because I want to be the person I needed back then.
Now, as a counsellor, I bring my lived experience together with professional training to support young people through setbacks, identity struggles, anxiety, confidence issues, and the complex world of competitive sport. Whether it’s dealing with non-selection, injury, burnout, or figuring out who they are beyond the game, I’m here to help them build resilience, process disappointment, and stay mentally strong.
At Max Your Mind, you don’t need to have “made it” to matter. You just need to show up as you are.
Let’s work together to make sure your mindset is your strength, not your barrier.
Me representing the South East Sharks as a youngster!
why i started max your mind
Lived Experience
I’ve walked the path of ambition, pressure, and heartbreak in sport.
Holistic Insight
I’ve been a player, coach, and administrator, I understand the full picture.
Real Support
I want young people to feel heard, supported, and resilient, no matter the outcome.
who do i support?
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Athletes struggling with identity, selection, pressure or injury
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Parents of athletes needing guidance and emotional insight
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Coaches have a big role to play in athletes journeys. Ensuring the right support are around coaches can help athletes thrive.
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Clubs or schools seeking mental health support services.
ready to build your mental game?
Let’s work together to make sure your mindset is your strength, not your barrier.
Get in touch.