Mental Performance | Leadership & Culture | Coach & Speaker
TheIntentionalEdge
10 Reps to Mental Toughness
Mental toughness is trained, not talked about. A trainable system built the same way elite physical performance is built: through intentional reps, skill work, and daily execution.
By Jeff Jones
About the Book
Your Mindset, Trained.
If you think you already know these reps, that's exactly why you need to train them. Most people have heard the words mindset, focus, discipline, confidence. Almost nobody has trained them.
The Intentional Edge isn't about ideas. It's about reps. This system doesn't give you quotes, clichés, or quick motivation. It gives you a trainable system for mental toughness — built the same way elite physical performance is built: through intentional reps, skill work, and daily execution.
You won't just learn concepts. You'll train mental skills. Each rep is broken down into what the skill actually is, how to train it, drills and daily reps to build it, and ownership standards that affect every area of life.
These are skills you can drill. Skills you can measure. Skills you can execute — when you don't feel like it, when it's boring, and when it's hard.
This isn't mindset coaching. It's mental toughness training with reps, drills, and strategies that will bring out the best version of you.
10
Mental Reps
20+
Years Coaching
1000s
Athletes Trained
Train Your Mind Like a Muscle
Your mind drives everything — habits, discipline, effort, attitude, how you show up. The Intentional Edge teaches you to put the reps in.
It's Your Job to Motivate You.
It's Your Standard That Defines You. This isn't inspiration. It's a daily operating system for mental performance. When pressure hits, you don't rise to the occasion — you fall to your standards.
Practical, Not Theoretical
Each Rep is a practical skill — not theory. Designed to improve how you think, respond, and perform in high-stakes moments.
Antifragile Growth
Anyone can handle good days. Elite performers grow on hard ones. Build the mindset and standards that turn adversity into an advantage.
Author & Performance Coach
Jeff Jones
The Author
Jeff Jones
Jeff Jones is a respected performance coach who specializes in building mental toughness, leadership, and elite team culture through his signature 10-Rep Framework — a practical system designed to develop the mindset, focus, habits, discipline and confidence in high performers who need to be at their best.
With 20 years of coaching experience at the collegiate level, he has been a part of championship teams at Arkansas State, Boise State, Auburn, and Appalachian State. Across his stops, his teams have earned conference championships in the Sun Belt, SEC, and WAC, 11 bowl appearances, and a trip to the 2013 BCS National Championship Game.
Jones works with athletes, coaches, and high-achieving organizations who want more than motivational speeches — they want a repeatable system that forges mental toughness through daily reps.
Jones holds a bachelor's degree in Exercise Science–Health Promotion and a master's degree in Curriculum & Instruction.
“Train our mind with intention through daily reps. That's your edge.”
— Jeff Jones
Coaching Experience
Arkansas State
Assistant AD for Athletic Performance, Football
Sun Belt Championships
Appalachian State
Director of Athletic Performance, Football
Sun Belt Championships
Auburn
Assistant — Athletic Performance, Football
2013 BCS National Championship Game
Boise State
Assistant Director — Athletic Performance, Football
WAC Championships, Bowl Appearances
Arkansas State
Assistant AD for Athletic Performance, Football
Sun Belt Championships
Appalachian State
Director of Athletic Performance, Football
Sun Belt Championships
Auburn
Assistant — Athletic Performance, Football
2013 BCS National Championship Game
Boise State
Assistant Director — Athletic Performance, Football
WAC Championships, Bowl Appearances
Arkansas State
Assistant AD for Athletic Performance, Football
Sun Belt Championships
Appalachian State
Director of Athletic Performance, Football
Sun Belt Championships
Auburn
Assistant — Athletic Performance, Football
2013 BCS National Championship Game
Boise State
Assistant Director — Athletic Performance, Football
WAC Championships, Bowl Appearances
Arkansas State
Assistant AD for Athletic Performance, Football
Sun Belt Championships
Appalachian State
Director of Athletic Performance, Football
Sun Belt Championships
Auburn
Assistant — Athletic Performance, Football
2013 BCS National Championship Game
Boise State
Assistant Director — Athletic Performance, Football
WAC Championships, Bowl Appearances
The Framework
The 10 Reps of Mental Toughness
Each Rep targets a specific, observable behavior that separates consistent performers from inconsistent ones. These are skills — and skills can be developed.
Mindset
Talk to Yourself, Don’t Listen to Yourself.
Control the conversation in your head.
Motivation & Identity
It’s Your Job to Motivate You.
Your standard defines you.
Focus
What You Focus on Grows.
Direct your attention intentionally.
Attack Today
Today Is the Most Important Day of Your Life.
Win the day in front of you.
Habits
You Are What You Repeat.
Systems over willpower.
Gratitude & Well-Being
It Takes Effort.
Sustainable performance starts here.
Ownership
No One Is Coming to Save You.
The foundation of leadership.
Awareness
You Have to Be Aware Before You Can Improve.
See clearly. Respond intentionally.
Toughness & Discipline
Do What Needs to Get Done Regardless of Feeling or Situation.
Make your mind stronger than your feelings.
Confidence
Confidence Is an Action.
Earned through reps, not affirmation.
All 10 Reps. One book. Your complete mental performance playbook.
Get The Intentional Edge →The Book
The Intentional Edge
10 Reps to Mental Toughness
The Intentional Edge isn't about ideas — it's about reps. This system doesn't give you quotes, clichés, or quick motivation. It gives you a trainable system for mental toughness, built the same way elite physical performance is built. It teaches the psychology, the strategy, the execution, the habits, and the emotional intelligence. Whether you're an athlete, coach, or leader — this is your mental weight room.
What's Inside
How It Works
Your Intentional Journey.
Getting started is simple — and powerful. Follow these four steps to train your mind like a muscle and build the mental toughness that separates the good from the elite.
Read the Book
Start with The Intentional Edge. Each chapter walks you through one Rep — building your mental performance playbook from the ground up.
Begin Your 10 Reps
Each Rep builds a skill — from confidence and focus to ownership and resilience. Work through the drills and exercises at your own pace.
Apply & Adapt
Through structured reflection and daily practice, turn setbacks into data, challenges into growth, and habits into consistency.
Live the Intentional Mindset
Train the 10 Reps and everything sharpens — your thinking, your decisions, your standard. This isn't something you read. It's something you run. Every day.
The Philosophy
Simple. Strategic. Transformative.
This is not for everyone — and that's the point. This system demands honesty, consistency, discipline, discomfort, confrontation, and ownership. Here's what makes it different from 90% of “mental toughness” content.
It's Training, Not Ideas.
Most people talk about mindset like it's a philosophy. This approach is just like physical performance — something you train with reps and drills. Every rep has a tactical application with drills, exercises, tough questions, reflection protocols, and controlled adversity reps.
Common Words, Uncommon Skills.
Yes, people have heard of "mindset," "habits," "discipline," and "confidence." But you've never had someone break them down with the precision, simplicity, and intensity of a coach in the trenches teaching and coaching it daily. It trains the awareness we all think we have but most really don't.
10 Force Multipliers That Compound.
These aren't 10 disconnected ideas. They're 10 force multipliers that compound — a complete mental toughness system where every rep strengthens the next. Built to create measurable improvement, not temporary excitement. Anyone can motivate you for a day. We build people who can motivate themselves for life.
Testimonials
What People Are Saying.
From locker rooms to boardrooms, the 10 Reps Framework has helped athletes, executives, and teams strengthen their mental game.
“Mental toughness isn't accidental—it's trained. Jeff Jones understands that better than most. The Intentional Edge delivers practical, repeatable principles that strengthen the most important muscle of all: the mind. This is a book every athlete, coach, and leader can benefit from.”
Demario Davis
NFL All-Pro Linebacker
“Jeff Jones understands what most people miss: mental toughness isn't talked about—it's trained. Just like physical skills, mental skills are developed through intentional practice. Not speeches. Not hype. Not talk. And not when it's easy. Mental toughness is built when it's hard—when it's uncomfortable—when most people quit.”
Brian Cain, MPM
Creator of The Mental Performance Mastery Coaches Certification Course, Author of The 10 Pillars of Mental Performance Mastery
“Jeff Jones has spent decades coaching high performing athletes, and knows that the best of the best win the inner game. Just like our physical body, our mind is like a muscle: use it and it grows stronger, or ignore it and watch it wither away. His book is full of actionable tools and ideas that help you perform better on the six inch field between your ears.”
John O'Sullivan
Founder of Changing the Game Project
“The Intentional Edge isn't a mindset book you read and move on from—it's a mental weight room. Jeff Jones breaks mental toughness down into something coaches, athletes, and leaders can actually train. The '10 Reps' framework is simple, practical, and actionable. This isn't about hype or motivation, it's about daily reps, ownership, and building an intentional mindset that holds up when things get hard.”
DJ Hillier
Mental Performance Coach, Host of The Mindset Advantage Podcast, Author of Push the Sled
“I have known Jeff Jones for a number of years. As I travel the world and regularly interact with performance coaches, I clearly see one thing that sets Jonesy apart from all of the others – the ability to connect with his athletes! Very few possess the capability of tapping into the valuable aspect of the players mind like Jonesy can.”
Jeff G. Konin, PhD, ATC, PT
FACSM, FNATA, FNAP
FAQ
Questions? We've got answers.
Start Today
Mental Toughness Is Trained,
Not Talked About.
Anyone can motivate you for a day. We want to build people who can motivate themselves for life. That's the difference. Get the system that turns common words into uncommon skills — through intentional reps, skill work, and daily execution.
Available in print & digital · By Coach Jeff Jones
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