East FC Partners with AMGC to Elevate the Mental Side of the Game

East FC is proud to announce a new partnership with Athlete Mental Game Coaching (AMGC), bringing elite-level mental performance training to our entire club community—players, parents, and coaches.

In today’s game, performance isn’t just physical—it’s mental. Athletes are constantly navigating pressure, competition, and expectations. At East FC, we believe success starts from the inside out. That’s why we’ve partnered with AMGC, a leader in mental game coaching, to support the full development of our players on and off the court.

Through this new collaboration, every player, parent, and coach at East FC will benefit:

• Players will receive tools to build confidence, manage mistakes, and improve focus under pressure.

• Parents will gain insights into how to support their athlete’s mental growth with encouragement that empowers.

• Coaches will be trained in mental performance frameworks to reinforce mental toughness and emotional resilience in every session.

AMGC’s unique approach is about more than winning games—it’s about helping athletes become strong, self-aware, and growth-minded people. That aligns perfectly with East FC’s mission to develop not just better futsal players, but better individuals.

Cole Russell, founder of AMGC, will lead the work with our club. With a background in both athletics and psychology, he brings a fresh and practical perspective that resonates with youth players.

We’re excited about what this means for our community. Mental performance will now be part of the East FC experience—a commitment to building complete athletes.

Click here to learn more about our partnership and access exclusive discounts for East FC families.