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Hi. I'm Alice.
Neuroscientist, dirt jumper, and mindset coach for women.
I ride dirt jumps. Big, scary, send-it lines. The kind that demands full presence and zero hesitation. And I hold a Master's in Neuroscience. Both of those things ended up being essential to the work I do now.
MSc Neuroscience
Research-level expertise
Dirt Jumping
7 years and counting
Senior Scientist
Clinical molecular laboratory
Life coaching Diploma
The Coaching Academy
rugby
10 years - county, national & import level
MY MISSION
I'M on a mission to get more women into sport
Not to make them smaller. Not to make them look a certain way. To give back the joy, community and the pure feeling of movement that sport was always meant to be.
Here's the gap I keep seeing. We see grassroots sport, we see elite athletes, but there's a whole group of athletes missing in between. Women who just want to move because it lights them up. Not to be the best. Not to prove anything. Just to be out there, smiling, in their bodies, having fun.
There's a whole group of women missing from the conversation, the ones who just want to move because it feels good.
The research backs this up. Girls drop out of sport in adolescence, right as their bodies are changing (Eime et al., 2020), and it's no coincidence. As puberty hits, girls' belief in their own sporting ability falls sharply (Women in Sport, 2023). A changing body and falling motivation are tightly linked, and there are many reasons behind it.
I focus on one: the invisible barrier. The one in your mindset that tells you you can't before you've even tried.
To undo that, you have to understand how the brain works. That's where the AIM Method comes in. A coaching programme built on neuroscience, female physiology, and sports psychology. It starts with The Predictive Brain: the mechanism that quietly decides what you're capable of, long before you've given yourself a chance. Learn how it works, and you can start loosening its grip.
You are capable and strong. You just need to undo the programming that's telling you otherwise.
WHO I AM
Glitter and heavy metal.
Yoga and big jumps.
Science and a deep belief in the magic of female biology.
I'm a strange mix of things, and I've stopped apologising for that. When I'm not coaching or riding, I'm probably on the road, solo-travelling in my van with my cat Buddy, somewhere between an adventure and a plan.
The common thread running through all of it: when I commit to something, I go all in. And over the years, I've learned that the biggest thing standing between most women and the life they want isn't ability. It's the story running in the background, the one that says they're not quite enough, not quite the right type, not quite ready yet.
I know that story. I spent years living inside it.
MY JOURNEY
I nearly quit the thing I loved most because my head wouldn't let me enjoy it.
A few years ago, I would never have walked into a bike park in a foreign country and asked strangers for a session. I felt exposed when people watched me ride. I was scared of being judged. I didn't believe I was good enough.
I was still chasing approval. I worried about how I looked more than how I felt. Social media had turned riding into a performance. I wasn't riding for joy. I was riding for validation.
I compared myself constantly. I saw other women as competition rather than connection. Even while living abroad, I felt isolated. Riding stopped being fun.
"It took time to realise that the real issue wasn't my ability. It was my mindset. I had to redefine what strength meant to me: fun, freedom, belonging, joy."
That journey led me into neuroscience and psychology, not as an academic exercise, but as a real attempt to understand what happened in my own head, and whether it could change. It could. It did.
Now I ride jams as sometimes the only woman in the session, with riders too nervous to drop in watching from the side. I got there not by becoming fearless, but by collecting enough evidence to update what my brain was predicting about what I was capable of. That's the whole mechanism. And it's teachable.
THE TRANSFORMATION
What that shift actually looked like.
BEFORE
✗ Riding for Approval
✗ Seeing other women as competition
✗ Performing rather than participating
✗ Chasing validation through social media
✗ Scared to be seen trying and failing
✗ Measuring capability by how I looked
AFTER
✓ Riding for freedom and community
✓ Finding genuine connection with other women
✓ Staying in the room when it's hard
✓ Choosing lines that scare me
✓ Using fear as information, not a stop sign
✓ Measuring capability by what I actually do
Confidence isn't something you wait for. It's built by collecting evidence. That shift, from fear and self-doubt to genuine freedom, is what I help other women create. Not as a concept I studied. As an experience I lived.
THE EXPERTISE BEHIND THE PROGRAMME
Two kinds of credibility.
The kind you earn in a lab.
And the kind you earn on a bike.
The AIM Method is built on science I understand at research level. Not because I've summarised it, but because I've spent years applying rigorous scientific standards in practice. Every module is grounded in peer-reviewed evidence and cited accurately. As the science evolves, so will the programme.
But the science alone wouldn't make me the right person to teach this. I've lived the transformation I coach. The credentials below aren't just qualifications, they're the reason the programme is built the way it is.
NEUROSCIENCE
MSC Neuroscience
Research-level understanding of behaviour, habit formation, fear and confidence under pressure. This is why the programme isn't simplified down; it's genuinely understood from the inside, and then made accessible.
COACHING EXPERTISE
Life Coach Diploma
As a scientist, having the right qualifications is important to me because I want to ensure I deliver the highest-quality service possible. I am currently completing a formal Life Coaching Diploma with The Coaching Academy, working towards Association for Coaching accreditation. This is the professional structure that sits underneath the sessions, bringing evidence-based methodology and professional ethics to complement the neuroscience background and lived experience I bring to the work.
LIVING THE WORK
Dirt jumper
Dirt jumping is where I lived everything I now teach. The fear, the comparison, the performance mindset, the isolation, and then the shift into genuine freedom and community. I didn't study this transformation. I went through it. That's a qualification no lecture theatre gives you.
APPLIED CLINICAL SCIENCE
SENIOR SCIENTIST
Over a decade-long career spent working in the biomedical field. My final years as a senior scientist in a respiratory virus laboratory gave me the skills to find, read and evaluate primary clinical data. I ran experiments to verify new equipment and procedures under real clinical conditions; applied science at pace, with high stakes. That rigour is the standard I hold every claim in this programme to.
SPORT UNDER PRESSURE
RUGBY - County, national & Import level
I know what it takes to perform when the stakes are high, when people are watching, and when your body and your head are pulling in different directions. Sport isn't abstract to me; for 10 years I competed at the highest level I could reach and learned from every level of it.
Everything in this programme is supported by peer-reviewed research. If you ever want to read the science behind a specific claim, references are included at the end of each module. I'll also send you the paper. I built this programme on evidence I trust, and I want you to trust it for the same reason. Not because I've told you to.
HOW I WORK
Science you can use.
Coaching that meets you where you are.
Through The AIM Method, I work with women who feel stuck in sport, not because they lack ability, but because their brain is running predictions built from years of social conditioning, cultural messaging, and experiences that were never their fault.
The programme gives you the neuroscience to understand those patterns, not as abstract theory, but as a practical explanation for your specific experience. The coaching sessions give you space to work through them, ask the hard questions, and figure out what your next real step looks like.
This is not about fixing you. You are not broken. It's about understanding yourself well enough to start making choices that genuinely feel yours.