About Yousuf

Cognitive Neuroscientist. Author. Human Performance Specialist.

I've spent 20 years studying one question: why do intelligent, capable people stay stuck? The answer changed everything I thought I knew about the brain, and it's now the foundation of everything I teach, write, and build.

My work sits at the intersection of neuroscience, psychology, and real-world performance. From fighter pilots to school children, from NHS clinicians to Fortune 500 executives.

"It's not you. It's your brain."

Read my full story

Our Team

The Team Behind the Work

Head of Programmes

Elisa Podoleanu

Elisa came from a career in construction law, a world built on precision, process, and high stakes. She joined Yousuf over five years ago after experiencing the work first-hand, and never looked back. She is the reason every programme runs the way it should, and the person the team turns to when something needs to be right.

Head of Commercial

Cydnie Maude

Cydnie spent years in sales and recruitment working with some of the biggest names in the industry. Two years ago, she walked into a room, experienced a reset that changed the trajectory of her life, and decided she wanted to help bring this work to as many people as possible. She now leads the commercial engine behind everything we do.

Experience Architect

Dr Peggy Lo

Peggy holds a PhD in stem cell research, a scientist by training and by nature. She joined Yousuf four years ago and has been a quiet, steady force behind the scenes ever since. She bridges the gap between the science and the community, making sure both are looked after with the same care and rigour.

Head of Research

Dr Bianca Serwinski

Bianca is an Associate Professor and Head of Psychology at Northeastern University London, a BPS-chartered psychologist, and a psychobiology researcher trained at UCL. She has spent her career at the intersection of clinical practice and academic rigour, from EMDR and ACT to hypnotherapy, research design, and published work. She joined Yousuf to do something most people in her position never do: take serious science out of the institution and into the room where it actually changes lives.

Creative Producer

Wiktoria Fronc

Wiki is a professional footballer, triathlete, and the person who brings our visual world to life. She understands performance from the inside, what it demands, what it costs, and what it looks like when someone breaks through. That understanding shapes every frame she produces.

Our Mission

What We're Here To Do

Most people live their entire lives managed by a brain that was trained for survival before they could speak. They don't know it. They can't see it. And every tool they've been given, the therapy, the productivity hacks, the positive thinking, works around the problem instead of resetting it at the source.

We exist to change that. Our work uses neuroscience, nervous system regulation, and memory reconsolidation to help people identify the patterns running their lives and release them. Not cope with them. Release them.

This isn't self-help. It's science applied to the human operating system.

Science First

Every tool, framework, and experience we build is grounded in peer-reviewed neuroscience and clinical evidence. If we can't explain why it works, we don't use it.

Depth Over Hype

We don't do quick fixes, viral trends, or motivational platitudes. Real change happens at the level of the nervous system, and that requires honesty, courage, and time.

Accessibility

The science of how your brain works shouldn't be locked behind a PhD or a £10,000 retreat. We build products and experiences at every price point because everyone deserves access to this work.

Integrity

We say what we mean. We charge what we're worth. We don't manufacture urgency or manipulate emotions to sell. The work speaks for itself.

The Method

The Resets Method

At the core of everything we do is a simple insight: your brain is not broken. It's patterned. Every behaviour you want to change, every emotional reaction you can't control, every thought loop you can't escape. These aren't flaws. They're the output of a survival system that was programmed before you had any say in the matter.

The Resets Method works at three levels: understanding the pattern, regulating the nervous system, and releasing the stored emotional memory that keeps the pattern alive.

Learn more about The Resets Method

Our Work

Who We Work With

People

We work with individuals through live events, online programmes, and our membership community. Whether it's a 900-person Reset Experience at UCL or a private intensive with 15 people, the goal is the same: give you a direct experience of your brain operating without the patterns that have been running it.

See upcoming experiences

Teams & Organisations

We deliver bespoke cognitive performance and wellbeing programmes to organisations of all sizes. Our corporate work has taken us inside Google, the NHS, the Royal Air Force, Barclays, EY, UNICEF, and Bloomberg, training everyone from frontline staff to C-suite executives. Programmes are tailored to your team's needs and can be delivered in-person, virtually, or as a hybrid.

Enquire about corporate programmes

122

Countries reached

20+

Years in neuroscience & performance

100,000+

People reached

Proprietary frameworks developed

Get In Touch

For press, partnerships, speaking engagements, corporate programmes, or general questions.

team@yousufaslam.com