Athlete Mental Game Coaching

AMGC and East FC Partnership

If you could turn pro—not as an athlete, but as a person—what would that look like? How would you carry yourself in conversations with parents, coaches, teachers, and teammates? At East FC, we believe the game is about more than just winning—it’s about shaping the next generation of leaders on and off the field. That’s why we’ve partnered with Athlete Mental Game Coaching (AMGC) to invest in the whole athlete. Together, we’re providing mental performance coaching that helps our players grow in confidence, resilience, focus, and character—skills that last far beyond the final whistle.

About AMGC

Athlete Mental Game Coaching (AMGC) is a soccer performance training company dedicated to developing the mental side of the game. AMGC helps players overcome mistakes, build lasting confidence, sharpen their focus, and strengthen their overall mental toughness. Whether it’s through 1:1 coaching, small groups, or full-season team support, AMGC equips athletes not just to compete—but to grow into disciplined, grounded, high-character individuals.
Soccer is the vehicle. Becoming a pro at life is the goal.

Benefits for East FC Families

As part of our partnership with AMGC, every player, coach, and parent at East FC has access to free and discounted mental performance resources, including:

✅ Players

  • AMGC will offer a 2-week Process Goals Bootcamp, where players will learn the #1 tool to improve focus, overcome mistakes, and stay locked in.

✅ Coaches

  • Coaches will receive Mental Game Workshops + Tools, helping them better identify how to integrate mindset coaching into your team culture.

✅ Parents

  • AMGC will offer a FREE Parent Workshop on how to support your child’s mental game, team, and coach
    Parents will learn how to build stronger sideline support and long-term confidence at home
    Date and Registration Link coming soon!

Other Services & Exclusive East FC Discounts

Want to go deeper? AMGC offers discounted individualized training for East FC athletes and families.

1:1 Coaching – $250/month (regularly $350)

  • Weekly personalized sessions with an AMGC coach

  • Weekly custom plans with action steps

  • Access to AMGC’s Total Athlete Program (Mentality + Nutrition + Training)

  • AMGC athlete T-shirt after 3 months

Small Group Coaching – ($100 per player per season)

  • Team-based or group coaching sessions

  • Ideal for pods of players seeking accountability and shared growth

ABOUT COLE RUSSELL

ABOUT COLE RUSSELL

AMGC was founded by Cole Russell, a lifelong player, coach, and competitor. Cole was a 2x All-American and Offensive Player of the Year at Spring Arbor University, where he now serves as Assistant Coach for the men’s soccer team. He’s coached across top Michigan futsal and soccer programs—Grand Rapids OLé, Michigan Futsal Factory Academy, Midwest United FC, and more. 

Cole brings elite-level experience with a mission-driven heart, helping athletes become the kind of people who lead with confidence, humility, and purpose—on and off the pitch.