The AIM-FOR logo (a stylised triangular ‘A’ logo above two sweeping curves) with the text ‘AIM-FOR’ beneath.

Your partner in performance, mindset, and mental health

We develop digital tools that empower professionals to manage their mental performance and protect their mental health.

User dashboard displaying a profile picture, wellbeing check, goals, latest game, and evolution buttons. Below are performance graphs with multiple coloured trend lines and bar charts indicating different tracked metrics.
The 4Pillars

A unique interactive mindset coaching platform for athletes and coaches, built to track, develop, and elevate mental performance across the season.

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A white-labelled Safety Net dashboard with a customisable Logoipsum logo at top left and “Mental Health” prominently displayed alongside an illustrative icon of a frustrated person. Below the header sit four informational panels—“Are you feeling sad?” (two figures on a bench), “Helping a suicidal person?” (solitary, upset figure), “Panic attacks” (person enveloped by swirling shapes) and “What is ADHD?” (graphic of a young individual)—each accompanied by concise guidance text.
The Safety Net

A white-label, customisable platform for organisations that gives users easy, ongoing access to trusted mental health support and wellbeing resources.

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Proud to work with incredible teams

AIM-FOR founders Lee Richardson (left) and Nick Richardson (right) pictured during their professional football careers in the 1990s, both wearing their respective team kits and in motion on the pitch.

Meet our founders

After careers in professional football, brothers Lee and Nick Richardson turned their focus to psychology and education, founding AIM-FOR in 2010 to help others build mental strength through The Safety Net and The 4Pillars.

Professor Lindsey Blom Dr David Blakelock Andrea Clarke

We are backed by leading minds in psychology, sport, and tech.

The 4Pillars
Attitude section of a user dashboard with tabs for Purpose, Mastery, and Growth Mindset. Includes summary, historical scores from August 2024 and March 2024, a feedback section, and a sidebar with explanation prompts like 'What is it?', 'Why is it important?', and 'How can I improve in this concept?'

The 4Pillars Track and the development opportunities it provides has made a huge impact on both players and staff. It has allowed the players to think and express where they are at.

Barry Lewtas

Liverpool U21s Head Coach

The 4Pillars is a mindset coaching platform designed to help athletes and coaches develop and maintain mental performance over time. Built around a unique, evidence-based psychology model, it allows users to reflect on their mindset, build resilience, and track progress across a season or programme.

Athletes complete interactive mindset check-ins and reflection exercises, while coaches gain insight into their players’ mental readiness and development. The platform combines structured reflection tools with online courses tailored to different age groups and sports, starting with football and cricket.

Created by performance psychologist Lee Richardson, The 4Pillars is trusted by clubs and organisations across elite sport to support long-term psychological growth, both on and off the pitch.

Launched in

2014

User count

5,400

Last updated April 2025

Sign In Links

The 4Pillars Track The 4Pillars E-Learning
The Safety Net
Video modal on The Safety Net platform under the 'Relationships' section, titled 'What is identity?', showing an animation of a person walking over a globe with the message: 'Give yourself the time you need to explore and understand your identity.

We created our very own the Safety Net for our students, parents/carers, and our staff. Aim-For made the set-up straight forward by providing high quality and informative resources, alongside their professional and flexible approach.

Student Support Manager

Trinity Academy Halifax

The Safety Net is a customisable digital platform that gives employees easy access to trusted mental health support and wellbeing resources. Designed for the workplace, it helps organisations provide meaningful mental health support without relying on generic, one-size-fits-all solutions.

The platform comes preloaded with expert-led content covering a wide range of mental health topics, and also allows companies to upload and organise their own internal resources, policies, and support pathways.

It’s designed to be intuitive and accessible, helping employees take ownership of their mental wellbeing while making support feel approachable and consistent. The Safety Net can be fully white-labelled to match your organisation’s branding and has been adopted by a growing number of forward-thinking companies and institutions looking to take a more proactive approach to workplace mental health.

Launched in

2016

User count

8,300

Last updated April 2025