1. The client.
Selena Salas is a professional footballer and sports psychology specialist whose career combines real competitive experience with academic training in mental performance. She helps players, teams and clubs work on concentration, emotional regulation, decision-making under pressure and competitive stability, particularly in high-level football.
2. The challenge.
The challenge was turning a distinctive professional profile into a digital presence clearly positioned for an international audience. It was not just presenting an athlete or psychologist, but articulating a strong proposition at the intersection: someone who understands elite performance from within and translates that experience into programmes for real competitive settings.
The website also needed to address a specific international market, focusing on European and North American audiences, particularly Norway, Iceland and the United States. This required a strategic presentation with professional language, a clear service structure and an image aligned with clubs, technical staff and sports organisations.
3. The solution.
Aurora Start developed an English-language business website to position Selena Salas as a distinctive professional in football-focused sports psychology. The narrative brought together real competitive experience, international academic training and the ability to implement structured mental performance programmes in high-level environments.
The website clearly presents her working method, service areas, programme types and value for clubs and athletes. Beyond a personal introduction, it acts as a tool for professional credibility, presenting experience, methodology, approach and testimonials in a way consistent with her audience.
Visual and verbal positioning were carefully adapted to an international context. The digital identity, tone and structure match an audience used to professional, institutional propositions, allowing the site to serve as a commercial introduction to sports organisations in different countries.
4. The result.
Selena Salas now has a stronger digital presence supporting her professional development in sports psychology. The website turns her profile into a clearer, structured and credible proposition, helping clubs, athletes and organisations understand what she offers, her experience and how she can contribute in performance settings.
The project professionalised her positioning and adapted it internationally, strengthening her ability to approach European and North American audiences with a consistent, competitive image. The platform does more than show her career: it translates it into a professional offering with commercial purpose.
