AUTHOR
I didn’t become an author to impress
AUTHOR
Deeper. Simpler. Real.
I started writing to make sense of what I was seeing — the invisible battles behind performance, the thought storms no one talks about. Writing became a way to speak my truth from personal playing and coaching experience. What drives me is the joy of clarity. When someone reads a line and it fires a new perception - that’s everything. The future isn’t about more content. It’s about more impact. Deeper. Simpler. Real. I write to remind people who they are when they stop believing the lies their mind tells them under pressure.
35+ years elite coaching
70+ ATP/WTA players coached. Author of 3 mindset books
Certified in Applied Neuroscience & Performance Psychology
Featured on Sky Sports, BBC, and top-ranked podcasts
Delivered mindset training to global CEOs, athletes, and Olympic teams
David’s ability to articulate what happens under pressure — and how to shift it — is unmatched. His writing speaks with lived authority.
Pro athlete / CEO / Journalist
Locker Room Power: Building an Athlete's Mind - Paperback
Locker Room Power: Building an Athlete’s Mind shares international coach David Sammel’s theory that true success comes from projecting self-belief and creating a psychological edge. With insights from Judy Murray, Tim Henman and leading sports psychologists, it’s a guide for athletes, coaches and ambitious individuals to develop the mindset to perform at the highest level.
Locker Room Power: Building an Athlete's Mind - Audible
Locker Room Power: Building an Athlete’s Mind shares international coach David Sammel’s theory that true success comes from projecting self-belief and creating a psychological edge. With insights from Judy Murray, Tim Henman and leading sports psychologists, it’s a guide for athletes, coaches and ambitious individuals to develop the mindset to perform at the highest level.