Team
MindsetOS started with a performance psychologist and a business leader arriving at the same conclusion from opposite directions: mindset is the critical factor in performance, and the coaching that develops it should not be reserved for a handful of executives.
Ed built the framework from 15 years of coaching athletes, founders and leaders. Jake spent the same 15 years leading high-performance teams, from Google to fast-growing startups. Together they built MindsetOS to put that coaching in everyone’s hands.
As a former professional adventure athlete turned performance psychologist and leadership coach, Ed has helped thousands unlock their potential in leadership, performance, and life.
He holds a Master’s in Business Psychology and works at the intersection of high performance and wellbeing.
Living on Dartmoor, adventure fuels him, whether running 100-mile ultras or racing down mountainsides on his bike being chased by his kids.
Ed has worked with leading organisations including Lego, Google, WPP, Dyson, TUI, and Renault.
Part psychologist. Part philosopher. Part provocateur. All human.
As former Head of Industry at Google, Chief Growth Officer at dentsu and Managing Director at Tambo, Jake has led senior teams, advised global brands, and operated inside some of the most demanding commercial environments in the world.
That experience has shaped his perspective on high-performing teams and on what healthy and unhealthy versions look like.
The outdoors is where he recharges. Running, visiting the city farm in Bristol with his young son, and occasionally challenging himself in a sports event.
Jorge joined the MindsetOS board in 2026 after leading Google Cloud across Latin America. He now works as an ICF-accredited executive coach in New York.
Having led large teams through rapid growth, and coached senior leaders since, Jorge knows first-hand how much mindset shapes performance under pressure.