We were lucky to catch up with Dr. Ashley Zapata recently and have shared our conversation below.
Dr. Ashley, thanks for taking the time to share your stories with us today We’d love to hear about how you went about setting up your own practice and if you have any advice for professionals who might be considering starting their own?
The Journey to Establishing My Practice
Starting my own practice was a journey rooted in faith, resilience, and a deep passion for supporting athletes. As an Afro-Caribbean woman raised by parents who instilled in me the importance of resourcefulness and self-belief, I always knew I had the tools within me to “make things happen.” This mindset has been the bedrock of my career and my approach to life.
After years of working with elite, professional, and Olympic athletes, I felt that I was outgrowing traditional spaces. While I was fortunate to have a fulfilling career, I noticed a recurring disconnect between my vision of creating accessibility for athletes and the goals of larger organizations. I wanted to address the specific needs of athletes in Latin America and the Caribbean—regions often overlooked in sports psychology. These aspirations led me to establish SOL Performance.
Main Steps in Starting SOL Performance
Clarifying the Vision: I began by reflecting on the gaps in the field of sports psychology and my personal mission. I wanted to offer accessible, culturally sensitive support for athletes across diverse backgrounds, including those from historically underserved communities.
Building the Foundation: I leveraged my academic background (including a Psy.D. in Clinical Psychology and years of hands-on experience) to develop a business plan that aligned with my mission. Establishing a niche focus on mental health, performance optimization, and holistic wellness was critical.
Networking and Outreach: I tapped into my network of athletes, coaches, and sports organizations to spread the word about my practice. Relationships built over the years provided the credibility and support to gain traction early.
Adaptability and Growth: I stayed open to feedback and continuously refined my offerings. SOL Performance has grown into a space where athletes feel supported not just as performers but as whole individuals.
Challenges and Lessons Learned
Starting a practice came with its share of challenges. Balancing the dual roles of clinician and business owner required me to acquire new skills, such as marketing and financial management. Additionally, the uncertainty of entrepreneurship tested my patience and resolve. I also needed to re-evaluate my ability to delegate. I realized that I can’t do ALL of the things but thankfully I have surrounded myself with people who can do a lot of those things and together we make a great team.
If I could do anything differently, I would have started sooner and trusted myself more in the beginning. Like many entrepreneurs, I spent a lot of time waiting for the “perfect moment” or trying to ensure every detail was flawless before launching. Looking back, I realize that progress often comes from taking the leap and refining things as you go. Starting earlier would have given me even more time to build, learn, and grow. Additionally, I would have invested more in tools and systems early on to streamline operations, which would have freed me up to focus on what I love most—working directly with athletes.
Advice for Young Professionals
To anyone considering starting their own practice, here are a few insights:
Believe in Your Vision: Your unique perspective is your strength. Trust that your experiences and skills are enough to create something impactful.
Seek Support: Don’t hesitate to lean on your network, mentors, and community. Entrepreneurship isn’t a solo endeavor.
Stay Grounded in Your Why: Challenges are inevitable, but staying connected to your purpose will help you navigate them.
Invest in Continuous Learning: Whether it’s acquiring business skills or deepening your expertise, growth is an ongoing process.
Starting SOL Performance was one of the best decisions I’ve ever made. It allowed me to align my passion with my profession and to create a meaningful impact. To anyone standing at the edge of a leap, my advice is simple: take it. You already have what it takes to succeed.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
About Dr. Ashley Zapata and SOL Performance
I am Dr. Ashley Zapata, a clinical and sport psychologist with Afro-Caribbean roots, born in Panama City, Panama, and raised in Newport News, Virginia. Growing up as a military dependent, I learned early on the value of adaptability, resilience, and resourcefulness—qualities that have shaped not only my personal life but also my professional journey.
My path into the field of sport and performance psychology began with a passion for helping athletes unlock their full potential. After earning a Psy.D. in Clinical Psychology and gaining extensive experience working with Division I collegiate athletes, elite professionals, and Olympians, I realized that I had outgrown traditional spaces. I wanted to address the unique needs of athletes in ways that many organizations couldn’t or wouldn’t prioritize.
In 2023, I founded SOL Performance, a firm dedicated to elevating athletic and personal potential. Our services focus on providing performance optimization and holistic wellness strategies for athletes and teams.
What Problems Do I Solve?
Athletes often face immense pressure to perform while balancing their mental health, identity, and personal growth. At SOL Performance, safe spaces are created for athletes to explore these challenges while equipping them with tools to thrive. With considerable emphasis on making these services accessible to athletes in Latin America and the Caribbean.
What Sets Me Apart?
What differentiates me is my deliberate and geunie approach to sports psychology. I bring a deep understanding of cultural experiences and a commitment to accessibility. My work goes beyond traditional sports performance—it’s about nurturing the whole person. This holistic perspective, combined with my dedication to creating equitable access to performance resources, is at the heart of SOL Performance.
What Am I Most Proud Of?
I am most proud of taking the leap to start my own practice. It’s incredibly fulfilling to see athletes discover their strength and resilience, not just in their sport but in their lives. Publishing my book, Both/And: Creating Space for Compassion in Complexity, is another highlight as it captures my philosophy of balancing the complexities of our lived experiences with care and compassion.
What Should Clients Know About Me and SOL Performance?
SOL Performance was created to support athletes in their journey to achieve their goals. Whether you’re an elite competitor looking for a mental edge, a coach seeking team dynamics training, or an organization wanting to build sustainable mental health initiatives, SOL is committed to being part of the journey.
Above all, I want people to know that this work is deeply personal to me. My goal is to make a lasting impact in the lives of athletes and to champion accessibility, equity, and personal achievement in sports psychology.
How’d you build such a strong reputation within your market?
My reputation in the field of sports and performance psychology has been built on a foundation of expertise, authenticity, and a deep commitment to athlete success. With advanced degrees and experience working with elite organizations, I’ve established myself as a trusted expert who combines evidence-based practices with a culturally compassionate approach. As an Afro-Caribbean/Black woman, I bring a unique perspective that resonates with athletes, particularly those from marginalized communities, fostering trust and connection. Founding SOL Performance allowed me to develop innovative, accessible programs tailored to individual and regional needs, such as athletes in Latin America and the Caribbean. My visibility as a thought leader through publishing, public speaking, and contributing to organizations like Voice in Sport has expanded my reach, while the success of athletes I support—both in performance and personal growth—remains the most powerful testament to my work.
Do you think you’d choose a different profession or specialty if you were starting now?
Absolutely. If I could go back, I would choose this profession and specialty all over again. Working in sport and performance psychology has allowed me to combine my passion for supporting athletes with my commitment to mental health and personal development. This field offers the perfect intersection of my skills, values, and lived experiences. While the journey has had its challenges, each step has reinforced that this is where I’m meant to be—helping athletes not only perform at their best but also thrive as whole individuals. There’s nothing else I’d rather do. I think it was Chinese philosopher Confucius who said, “Love what you do, and you’ll never work a day in your life”. Well that’s exactly how I know, confidently, that I am where I am meant to be.
Contact Info:
- Website: https://www.drazapata.com
- Instagram: @dr_zapataaa
- Linkedin: https://www.linkedin.com/in/drashleyzapata
Image Credits
Sarah Swanson