About Us
About Coach Jay
'Coach Jay'
L. Jay Morton, affectionately known as Coach Jay, is a resilience coach, peak performance expert, and founder of BeliefHack, a mindset mastery platform dedicated to helping people overcome adversity and perform at their highest level. He is also a co-author of the internationally acclaimed book Success is a State of Mind, alongside icons Les Brown, Mark Victor Hansen, and Deepak Chopra—a testament to his lifelong commitment to mental mastery, belief work, and personal transformation.
Jay’s teachings are deeply rooted in personal experience. After the sudden suicide of his wife, he used the very tools he once shared with NFL athletes and corporate leaders and 100's of people across the country over multiple decades, finding himself painfully needing to 'take his own medicine' to rebuild his life. His recent book, Resilient AF is that roadmap—part story, part strategy, all heart. A former performance therapist for the NFL’s Detroit Lions, Superbowl winning athletes, and fortune 100 executives and teams, Jay now focuses on helping others build unshakable mental resilience, whether through BeliefHack training, elite pickleball mindset and coaching clinics, or his Resilinence and Stress Management retreats at his Acoustic Cellars Winery & Lodge in Arizona wine country with his wife Dawn.
Other publications and book projects:
- "Resilient AF"- A mental Roadmap for overcoming life's most difficult challenges. This raw and powerful guide delivers real-world tools for navigating adversity, reframing pain, and rebuilding from the inside out. After the sudden and devastating suicide of his wife, Coach Jay didn’t just survive—he transformed. Drawing from decades of experience in sports psychology, guided imagery, and belief reprogramming, Resilient AF reveals the exact mindset strategies that helped him rise from personal tragedy into purpose-driven leadership. Whether you’re facing grief, burnout, loss, or life-altering challenges, this playbook will help you reclaim your strength, rewrite your story, and build an unshakable foundation for your future.
- Personal Power 2.0 - a Co-authored project with his wife Dawn, combining powerful actionable strategies for success and showcases the cohesion of their backgrounds in two separate worlds of top leadership - entrepreneurial and C-suite fortune 100 experience.
- Mental Conditioning Pickleball - The Inner Court Sucess Series
Strategies from the Gridiron to the Pickleball Court
BeliefHack Brainery
- BeliefHack Brainery: The Science of Mental Mastery & Peak Performance
BeliefHack Brainery is a high-performance mindset training and personal development platform** designed to help individuals unlock elite mental resilience, emotional strength, and peak performance. Whether you’re an athlete, executive, or someone overcoming life’s toughest challenges, BeliefHack Brainery provides the science-backed tools to rewire your brain, optimize your thinking, and master your mindset. - What sets it apart? 🚀 Elite-level mental training techniques originally developed for NFL athletes, high-level executives, and peak performers, now tailored for *everyday champions* who want to dominate life, business, and sports.
- 🧠 The BeliefHack System – A neuroscience-backed approach to **rewiring limiting beliefs, increasing confidence, and developing an unstoppable mindset.
- Comprehensive Resources – Includes 27+ mindfulness training videos, guided visualization exercises, and an extensive library of peak performance strategies.
- 🏆 Applied Resilience – Not just theory—real-world techniques used by Coach Jay to overcome personal tragedy, intense adversity, and high-stakes environments.
- ✅ **The Mental Playbook Series** – High-performance coaching programs designed for **athletes, leaders, and personal growth enthusiasts.
- ✅ **Peak Performance Pickleball** – Mental toughness, visualization, and sports psychology coaching for **competitive pickleball players 40+.**
- ✅ **Resilient AF (Book & Training Program)** – A no-BS framework for **mental strength, emotional resilience, and personal reinvention.**
- ✅ **Guided Visualization Library** – Audio training to **reprogram the subconscious, enhance focus, and build an unshakable mindset.**
- ✅ **Live & Virtual Workshops** – Elite training in **mental performance, emotional intelligence, and belief hacking for success.**
- 🔹 *Master Your Mindset. Win at Life.*
- 🔹 *Mental Training for Those Who Refuse to Break