NOYN®
Aerial view of a course at sunrise

What's a NOYN®?

A NOYN® is a premium assessment of the space north of your neck. Built on insights from more than 10,000 mindset evaluations of first-round picks, national champions, All-Stars, All-Pros, MVPs, Major Champions, and World No. 1 athletes, NOYN® identifies the psychological variables that truly matter.

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01

Define

Define the specific, measurable areas of mental performance that matter. We call them mental tools.

02

Compare

Compare your data to the NOYN® database of first-round picks, World No. 1s, major championship winners, and corporate CEOs.

03

Align

Use your data to identify the mental training skills that maximize your unique brain.

Athletes at top universities and organizations have been assessed by North of Your Neck®, including…

  • Pepperdine University
  • University of Texas
  • NFL
  • Harvard College
  • University of Alabama
  • Major League Baseball
  • Stanford University

Trusted by champions

Over the past 30 years, NOYN® has had access to more high performers than any other organization in this space.

“Matt’s insights were a valuable piece of our 2021 National Championship. The NOYN report will increase your athlete’s self-awareness, expand a coach’s understanding of the player, and provide tips to maximize the athlete’s potential.” — Michael Beard, Head Coach, Pepperdine University
“Matt was brought in to evaluate the mindset of our top performers. His work revealed what makes those players elite. He then developed personalized, research-based programs that helped amateurs succeed in their transition to professional golf. He is using an empirically based, data-driven, personalized approach to the space north of your neck.” — TaylorMade Golf
In 2025 alone, we evaluated 20 percent of the Round of 32 at the U.S. Amateur, 25 percent of Walker Cup participants, and over 10 percent of PGA TOUR winners. Over the past 30 years, we have had access to more high performers than any other organization in this space.

“Matt’s assessments have helped us select World Number 1s and multiple Major Championship winners. He has shown the ability to identify high performers. He has also demonstrated the ability to improve a golfer’s mindset with assessment and an individualized program.”

TM
TaylorMade Golf

“The NOYN assessment helped me identify how to use my unique brain. I am more self-aware and spend less time trying to be like other people. Now I play better by maximizing my individual mental approach.”

AA
College All-American

Built on the diamond

Twelve years in professional baseball and more than 500 first-round picks later, NOYN brings data-driven mental performance to every level of the game.

Baseball pitcher delivering a pitch from the mound

Baseball

The front office measures everything. Now measure the mind.

Explore NOYN for Baseball →
Softball pitcher releasing a pitch during a game

Softball

Win the game between pitches.

Explore NOYN for Softball →
Matt Krug, Ph.D.

Meet the developer

Matt Krug, Ph.D.

Matt has more than 30 years of experience assessing and developing high performers in sport and business. He has evaluated over 10,000 individuals, including MVPs, world No. 1 golfers, major champions, over 500 first-round draft picks, NFL All-Pros, and corporate executives.

He served as Director of Psychological Services for the Milwaukee Brewers for 12 years, and his assessment and development program was used extensively by TaylorMade Golf. Today, major college programs and national conference champions use his NOYN® assessments.

mindset evaluations
10,000+
mindset evaluations
first-round draft picks assessed
500+
first-round draft picks assessed
years with elite performers
30+
years with elite performers
psychological variables measured
14
psychological variables measured
Read our story →
The North of Your Neck app on iPhone

A development program for your unique brain.

The North of Your Neck mobile app is your on-the-go personal guide to peak mental performance. Built for athletes and business professionals, our science-backed app helps you build confidence, manage stress, and sharpen focus using proven techniques in mindset training, visualization, and real-time coaching.

  • Learn your mental superpower
  • Watch videos on the mental skills that will work for you
  • Chat with our handpicked research articles with AI to answer your performance questions
  • Reflect and grow in your private journal
  • Stay consistent with smart notifications

Whether you're on the field or in the boardroom, your strongest asset is that space north of your neck.

Download on the App Store

See how your mindset compares to the best.

Take a NOYN® and use our algorithm to align your mental training with the way your brain actually works.

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