Lane Farmer is a mental performance coach that believes if you want to be great and grow as an athlete, you must learn how to suffer and endure failure. Players all don't come from the same background; they don’t experience the same things early on in life and may be going after different dreams and passions. At the end of the day, they are all athletes, and the same systems and processes, used in sports, can be applied to other areas in life to achieve success. 

Lane also believes that failure produces perseverance; perseverance builds character; and character affords us hope. (Romans 5:3-4) 

His platform guides athletes to be successful on and off the field by forming a healthy identity through sport.