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Pressure is the Point™️

@pressureisthepoint

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✖️re-shaping how athletes & high performers experience pressure
✖️pressure isn’t the problem, Pressure is the Point™️
✖️by @doctoralicianaser in June 2026

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BEHIND Pressure is the Point™️

A conversation between Frank from BUDDY and Dr. Alicia Naser on the origins, development, execution, and the impact of our collaboration that reframes the feeling of pressure on athletes and anyone who experiences pressure in their day to day life.

Check out the full convo on our YouTube Channel now for all of the insights into our latest collab! by @pressureisthepoint

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a month ago

“What if we’ve just been telling ourselves the wrong story about it?”

The WHY behind one of the biggest obstacles that high level athletes and professionals face from Board Certified Behavior Analyst Dr. Alicia Naser.

Pressure is the Point™️ by @pressureisthepoint

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2 months ago

by @pressureisthepoint

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3 months ago

When I first came up with the idea for Pressure is the Point™️, I thought it was something BUDDY Hockey Club and I would collaborate on with a strict focus on hockey. Turns out, ever since we launched our collaboration, I’ve heard from so many different people in wildly different roles in life: Surgeons who feel the pressure in the OR, CEO’s of large companies, Dads doing their best to girl Dad, Moms feeling the pressure of having to do it all, high schoolers feeling hella pressure around exams…the list goes on…

I guess that’s our reminder that we are all more alike than we are different. Being human inevitably means feeling pressure for whatever reason. We all have our stories of how we have dealt with it and learned from it, and how we have changed our relationship to pressure so it’s no longer debilitating.

Pressure in the Point™️ out in the wild on @rob.neda @ascent.aesthetics

In his own words:

“We all experience pressure.. but my
Question is: What is our perception of it?

I’ve experienced many high pressure situations as an NCAA fencer, state record powerlifter, and bodybuilder.

But pressure also shows up in my everyday life: in my career, relationships, and academics.

Pressure is our perception of a threat or uncertainty. When you put in the work and prepare.. it’s a different kind of pressure. So we should ask ourselves, how are we showing up? Many fail to realize the real growth happens from that opportunity. It may humble us, and drive us to do better or quit….or maybe ignite that flow state of mastery.

I’ve always believed nothing of value comes easy and we earn value through challenge. Like the formation of diamonds …. Pressure is the point right.” - @rob.neda

Grab your Pressure is the Point™️ hat at the link in bio 🔗 by @pressureisthepoint

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12 hours ago

Spotted Pressure is the Point™️ merch on Nick Monroe 👀 Anyone on the ATP tour is no stranger to pressure. Nick Monroe, former professional tennis player reached a career high ATP doubles ranking of number 30 during his time playing. He won four ATP tour doubles titles and 13 ATP Challenger tour titles in his career.

Nick is still no stranger to pressure, just in a different role. Now, he’s a U.S. national coach, host / producer, and analyst for Tennis Channel, U.S. Open, Australian Open, Wimbledon and BBC Sport.

I talk a lot about athletes on here, but today I want to spotlight the people behind them. The coaches, trainers, hosts, analyst, and storytellers who are around athletes day in and day out. They may not be the ones competing anymore, but the pressure is still very much real.

When he was competing, in Nick’s words, “I embraced pressure. I wanted to make sure that I worked harder than the guy across the net, so then when I walked on the court I knew I had done everything I needed to to be ready to compete.

I wanted to make sure I finished every practice day at exhaustion, and that helped me not feel pressure but instead feel prepared and ready to compete.”

There’s a lot any athlete can take away from his experience navigating pressure. by @pressureisthepoint

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5 days ago

Match point 🎾 That’s exactly why we made this hat.

Pressure Is The Point™️isn’t just a phrase, it’s a reframe. Pressure isn’t the enemy. It’s proof you’re in a moment that matters. The best athletes don’t get rid of the nerves, they just learn to play through them, point by point.

This one’s a collab with @buddyhockeyclub (yes, hockey and tennis agree on this one) and it’s available now. 🏒🎾

If you’re an athlete, wear it as a reminder before you walk out to compete: pressure means you’re exactly where you’re supposed to be.

If you’re a coach or a parent, this makes a genuinely great gift, it’s a small thing that can help an athlete redirect their thoughts when the moment gets big.

Grab yours, link in bio. Let’s watch some tennis. 🍿

#cincinnatiopen #usopen #atp #wta by @pressureisthepoint

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2 months ago

Thursday goodies ✨ link in bio to get your Pressure is the Point™️ hat by @pressureisthepoint

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4 days ago

“Learn to handle the pressure”. A phrase many athletes and high performers hear. But how do you do this if you’re not taught how to handle pressure?

Pressure inherently has a negative connotation associated with it because of what it means for performance: if you perform well under pressure, you did a great job & you’re a competitor.

If you perform poorly under pressure: you must not be cut out to handle it. Pressure is the Point™️ challenges this notion.

Anyone can perform well under pressure, as long as they view it as the whole point of what they’re doing, instead of viewing it as something to resist.

Pressure is the Point™️ hats available now at the link in bio. by @pressureisthepoint

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15 days ago

Embrace it.

Dr. Alicia Naser x BUDDY

C O M I N G S O O N by @pressureisthepoint

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3 months ago

Pressure is the Point™️ in the wild @_mikkelchristensen

Pressure is the Point™️ by @doctoralicianaser
Collab with @buddyhockeyclub
📸 @rcahsports by @pressureisthepoint

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a month ago

Execute under the weight of the moment

Dr. Alicia Naser x BUDDY

[ Pressure is the Point ™ ] by @pressureisthepoint

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2 months ago

It’s not a side effect of sport, it IS the sport.

Embrace the Pressure

[ Pressure is the Point™️] by @pressureisthepoint

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2 months ago