Meet the Team – Win Cycle

Meet Our Founder

Matt Dixon

As one of the most highly-regarded elite coaches, and the author of two of the best-selling triathlon books in history, Matt has worked with some of the world’s top professional athletes, elevating them to IRONMAN World Champions and Olympic success. By redefining training and introducing team dynamics to an inherently solo sport, he created a system where winning became inevitable. With Win Cycle, he is thrilled to share this proven system with executive leaders and teams to help them reach new heights.

“We’ve mastered the ability to transform elite performance principles across teams and organizations, turning insight into action and knowledge into measurable results.”

Meet Our Founder

Kelli McMaster

Matt’s wife, and co-founder of both Purple Patch and Win Cycle, Kelli is famous for her contagiously positive attitude, collaborative spirit, and drive to win. After a fast-paced career leading high-growth teams at T-Mobile, Doubleclick and Google, Kelli turned her passion for helping people reach their full potential into creating one of the most successful coaching programs in the world. A seasoned meditator, and life-long athlete, Kelli epitomizes the meeting of mindfulness and physical readiness, bringing deep inner awareness and science-backed performance strategies to Win Cycle.

“We want people to exceed their own expectations of what’s possible. We want to help them unlock the excitement of performing at the next level and feeling their ultimate best.”

SENIOR coach

Will Turner

After decades of coaching athletes and executives, Will Turner brings unmatched expertise in leadership, performance, and resilience to Win Cycle. As both a record-breaking ultra-endurance athlete and a seasoned leadership coach, Will has guided executive teams through transformational change, helping leaders and organizations set audacious goals and systematically achieve them. His proven track record in mindset coaching and peak performance translates seamlessly from endurance sport to the demands of business.

“When leaders and teams learn to reframe challenges, build resilience, and work with clarity of purpose, breakthroughs happen. My mission is to help every team harness those traits to achieve results they once thought impossible.”

coach

Brad Hunter

Brad Hunter combines deep coaching expertise with hands-on leadership experience as the cultural driver of the Purple Patch Performance Center. Known for his empathy and ability to unlock performance in time-starved executives, Brad helps leaders and their teams thrive under pressure. With a background in athlete development and organizational culture, he specializes in translating complex systems into actionable, sustainable routines that fuel both individual growth and team effectiveness.

“Leadership is about clarity, connection, and culture. At Win Cycle, I help leaders become better coaches for their people — fostering the conditions where individuals thrive and teams deliver extraordinary results.”

research and innovation expert

Lauren Hirshfield Belden

Lauren’s superpower is her dynamic ability to marry rigorous strategic thinking with creative magic in the name of helping clients find more effective solutions to their brand and business challenges. Over the years, this skill has been put to good use helping clients like FedEx, Weight Watchers, Intel, Chanel, and Pebble Beach create products and experiences that transform target audiences into passionate brand advocates. Lauren is a published author, avid tennis player, mother-chauffeur, and the co-founder of Belden Barns winery. Lauren is thrilled to join Win Cycle as the resident expert in consumer understanding, branding and innovation.

“Great performance starts with great perspective. Our superpower lies in anticipating what others can’t yet see — and turning that vision into extraordinary results.”

See if we’re right for you

Ready to take your team’s performance to the next level?

Our hands-on methodology was designed to deliver lasting impact in an engaging, time-efficient way.

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