He is specialized in the mental game of performance. Gil grew up showing horses and continues to train and show reining horses. He works with professionals, non-pro´s and amateurs in person and virtually from, sharing his firsthand knowledge of performance psychology. He hosts clinics and works one-on-one with riders seeking to improve their mental performance in the saddle. Friedman trains and shows reining horses while coaching. Friedman is based out of Kfar Netter, Israel.

She is part of the Mental Athletics Team and focuses on the personality of the rider especially in the area self-confidence. For many years Valerie worked with different reining trainers in germany and the U.S. She is now based in her home country Austria as a horse-trainer and a sport mental coach.