Dr. Alicia Naser is the CEO and Director of Performance Excellence at The Naser Institute for Behavioral Sports Psychology™️.

Dr. Naser is a behavioral scientist and Board Certified Behavior Analyst at the Doctoral level, also known as a BCBA-D. She is also the Founder of The Association for Behavioral Sport Psychology.

Her work focuses on the relationship between behavior, emotion, physiology, self-talk, decision-making, and performance under pressure.

Dr. Naser has a proven track record excelling in behavioral psychology with more than 12 years of advanced study, research, and applied experience in behavioral psychology, she brings scientific precision and clinical depth to the performance space.

Dr. Naser has trained and worked within some of the world’s leading medical, academic, and behavioral science institutions, including Johns Hopkins Medicine, and has learned from leading minds in applied behavior analysis and behavioral health.

That background allows her to evaluate sport performance through a more comprehensive lens.

In addition, Dr. Naser leverages many years working with some of the highest performing athletes across the NHL, MLB, NBA and ATP coaching them to higher performance, mentally and physically, as well as maintaining a healthy emotional state despite the rigor of their seasons schedule. In addition, Dr. Naser has advised top executives across front office staff in professional sport leagues on organizational culture, leadership, behavioral efficiency and performance excellence.

Beyond Traditional Sport Psychology

Dr. Naser’s approach expands the traditional conversation around sport psychology, mental performance, and athlete development.

Her work brings a behavioral science lens to high-performance sport, integrating data, individualized assessment, applied behavior change, and the real-time demands of professional performance.

Rather than relying on a standardized framework, Dr. Naser’s process is designed to understand the athlete as a complete performance system.

Her work examines what is happening internally, physiologically, behaviorally, and environmentally, then identifies what needs to shift for the athlete to perform with greater consistency, precision, and control.

This is where behavioral science becomes a powerful tool in sport.

It allows performance to be understood not only as a mental process, but as a measurable interaction between thoughts, physiology, behavior, and environment.