Inside Performance Mindset: The Expertise Behind PROJECT3
PERFORMANCE DOESN’T START ON RACE DAY
PROJECT3 was designed to close the gap between sub-elite and elite performance, but that doesn’t happen through product alone. Behind every athlete in PUMA PROJECT3 is a system designed to support more than just physical training.
Because at this level, performance isn’t only about mileage but about decision-making under pressure, confidence in the moment, and the ability to stay composed when the race begins to shift.
That’s where performance mindset comes in.
MEET DR. LENNIE WAITE
Dr. Lennie Waite brings a rare combination to PROJECT3: she is both an Olympian and a licensed psychologist, working at the intersection of elite sport and mental performance.
As a Certified Mental Performance Consultant and founder of Waite Performance Strategies LLC, she supports individuals in performance optimisation, helping athletes understand how to think, respond, and perform under pressure. She also serves as Chief Science Officer at HITE EQ, where her work is focused on making mental performance more visible and accessible across all levels of sport.
Her background spans both academia and applied performance.
Dr. Waite holds a Ph.D. in Industrial-Organisational Psychology from the University of Houston and went on to found the Graduate Program in Sport Psychology at the University of St. Thomas, where she served as Program Director and Associate Professor. Her experience extends beyond sport, having worked with the U.S. Air Force, supporting individuals in high-demand roles where performance under pressure is critical.
In sport, she has led performance psychology services for USA Track & Field and supported athletes and teams across the NBA, NFL, and NWSL.
FROM ELITE ATHLETE TO PERFORMANCE EXPERT
Before her work in psychology, Dr. Waite was competing at the highest level herself.
A two-time All-American at Rice University, she went on to represent Great Britain and Scotland for over a decade, competing in three Commonwealth Games, the World Championships, and the 2016 Olympic Games in Rio de Janeiro.
That experience matters for our athletes, because the mindset required to perform at that level needs to come from lived experience.
WHY PERFORMANCE MINDSET MATTERS IN PROJECT3
For athletes within PUMA PROJECT3, access to expertise like Dr. Waite’s changes the way they approach training.
It introduces structure beyond the physical:
how to manage pressure in key moments
how to respond when doubt creeps in
how to stay present when the race becomes uncomfortable
These skills, like physical training, can be developed.
BUILDING PERFORMANCE FROM THE INSIDE OUT
To deliver on that standard, PROJECT3 is designed as a complete performance system, not just a training programme.
It happens through a combination of:
innovation in footwear and apparel
access to expert-led guidance
and a deeper understanding of how athletes think, not just how they train
Dr. Waite’s work sits at the centre of that.
Helping athletes not just prepare for race day, but understand how to perform when it matters most.
