A 3,500 member organization that focuses on providing every performer the resources to strengthen their inner edge through the advancement and application of excellence in mental performance and mental health.
Challenges Faced
In 2012, AASP hired HollandParlette as its management partner to help address several key issues the association faced after 25 years in existence:
Growth of the association – both in overall numbers but in retention of early career and professional members
Communications vehicles – outdated and not engaging to members or consumers of sport and performance psychology services
Educational/professional development opportunities – not much offered outside the Annual Conference
Professional certification – how to develop a valuable, nationally-accredited credential
Member benefits – besides a conference and two journals, what was AASP offering of value to the regular member?
Solutions
With those issues in mind, HollandParlette has worked both strategically and tactically with leadership to develop new programs, initiatives and structure aimed at improving AASP’s viability and function as an organization. The results shared below – including significant increases in membership, conference attendance and program revenue – demonstrate that AASP has made considerable strides with HollandParlette’s guidance.
AASP's 2024-2025 Executive Board
AASP has been able to benefit from the wealth of professional expertise and association experience that HollandParlette brings to the partnership. HollandParlette has been able to regularly cite examples of “best association practices” as well as ideas for programs, services, structure and strategy as a direct result of knowing what has worked (and what has not) for other groups we have managed. AASP also benefits from the ability to tap into an expansive network of resources built over HollandParlette’s 40 years in business to comfortably flex and expand to meet the ever-changing needs of the organization.
AASP enjoys the advantages of having HollandParlette continually upgrade our infrastructure at no additional cost to the association. This includes using the latest computer equipment and applications aimed at maximizing productivity, a multi-tiered backup system for all electronic files and important databases being housed in the “cloud” and accessible to staff and for real-time web use 24/7.
The best measure of our success in executing the contract, however, are the statistical increases in major program areas, such as membership, annual conference and a significant growth in AASP’s overall operating revenue.
Year in Review: 2025
Certification Program
AASP’s primary organizational focus remains our Certified Mental Performance Consultant® (CMPC) program. The number of active CMPCs increased by 225 in the past 12 months to over 1,400 currently – a 19% increase.
Meeting all reaccreditation requirements in 2025, the CMPC Certification program remains fully accredited by the Institute for Credentialing Excellence (ICE) as a National Commission of Certifying Agencies (NCCA) accredited program. The CMPC program is jointly administered by AASP and the Canadian Sport Psychology Association (CSPA).
CMPC Marketing Outreach
Building on the development of a CMPC microsite, videos, and marketing materials, AASP launched its most comprehensive CMPC campaign to date. The campaign targeted potential employers and stakeholders—including higher education institutions, first responders, medical professionals, veteran and military organizations, and the performing arts—highlighting the value of working with CMPCs across performance settings.
As part of this effort, AASP circulated four external marketing emails and mailed 5,000 postcards linking directly to the CMPC microsite and resources.
To support CMPCs in marketing their services and the value of working with a CMPC, AASP introduced a CMPC Influencer Toolkit, now available to both member and non-member CMPCs. The toolkit, hosted in the AASP Member Area, includes sample social media posts, graphics, a CMPC one-pager, videos, and more.
Graduate Program Accreditation Standards
AASP launched our new Graduate Program Accreditation Program in January 2025 and received 4 initial applications with several of these already approved for Self-Study.
Education
AASP’s 2025 Annual Conference in Montreal (October 15-18) drew over 1,300 attendees – a joint meeting with the Canadian Sport Psychology Association (CSPA).
Future conference locations include Minneapolis (2026), Denver (2027) and Milwaukee (2028).
Strategic Partnerships
AASP chaired the 2025 Joint Commission of Sport Medicine and Science (JCSMS) conference in Cleveland in February with 30 US and Canadian sport medicine / sport science organizations in attendance, including the NCAA, USOPC and NATA.
AASP actively participated in the Inter-Association Task Force on Recommendations for Developing a Plan to Recognize and Refer Student-Athletes with Psychologic Concerns at the Collegiate Level and formally endorsed an updated consensus statement.