★ Led by former WTA doubles World No. 110 and Wimbledon competitor Ali Collins

Play Like You Train - When the Score Matters

Ongoing 1-to-1 mentorship for competitive tennis players who train well but struggle to reproduce their level in matches.

Build confidence under pressure, understand what changes when the score matters, and compete with a clear plan - supported by personal mentorship, match analysis and accountability.

Book Your Free Discovery Call ↗ See Player Wins

100+players supported

500+online sessions

4performance specialists

The training-to-match gap

Your tennis has not disappeared - pressure is changing how you play.

You may strike the ball confidently in practice, only to tighten up, hesitate or lose trust in your game during matches.

That does not always mean you need more technical instruction. You may need stronger mental routines, clearer tactical decisions and ongoing support to understand what changes when the score matters.

Forty-Love helps close the gap between the player you are in training and the player who appears in competition.

Overthinking during points
Playing cautiously on important points
Losing confidence after mistakes
Struggling to reset emotionally
Focusing too heavily on results
Entering matches without a clear plan

The Forty-Love Method

The Forty-Love Match Performance System

We identify what changes between your training and matches, then build a personalised structure around the areas that will make the greatest difference to your competitive performance.

1Understand your match patterns

We identify where confidence, decision-making or emotional control breaks down.

2Build your performance plan

You receive clear priorities across mindset, tactics, preparation, fitness and training.

3Review and improve weekly

We analyse your matches, discuss pressure moments and set your next focus.

4Stay accountable

You receive ongoing feedback and support so better habits become part of how you compete.

Within your first 30 days, you should understand what is holding you back, what to prioritise and how to structure your development more effectively.

★ Player wins

Real Players. Real Progress.

See how Forty Love players have built greater confidence, structure and consistency with ongoing support from Ali and the team.

**Brian**
From complete beginner to a USTA-ranked player - winning league matches after eight months of committed training and support.

**Michelle**
“This coaching has felt so personal to me. Having people who genuinely want the best for you and your journey is so refreshing.”

**Jella**
“I walk on court so differently. I’m more positive. You’re one of my biggest supporters.”

**Maddie**
From feeling stressed and unorganised to building greater confidence, emotional control and belief in her abilities on court.

**Lotte**
From feeling lost within a demanding academy environment to becoming a stronger, more confident player with a clear team behind her.

Real messages from real players

Book Your Free Discovery Call ↗

What’s Included

Everything You Need to Compete With Greater Clarity

✓Weekly 1-to-1 mentorship

Review your matches, confidence, decisions and emotional responses before setting your next focus.

✓Personalised performance plan

A clear plan built around your game, goals and the situations currently affecting your performance.

✓Match video analysis

Identify tactical patterns, hesitation and moments where pressure changes how you play.

✓Mindset and confidence support

Develop practical routines for focus, composure, self-belief and resetting after mistakes.

✓Match preparation

Enter competition with a clear tactical plan, mental routine and process-based goals.

✓Tennis-specific fitness

Build the physical confidence and endurance needed to trust your game throughout matches.

✓Ongoing accountability

Stay consistent between sessions with structured actions, feedback and WhatsApp support.

Why Forty-Love

More Than Coaching.
A Complete Structure Around Your Tennis.

Forty-Love is led by a former professional player and supported by specialists across mental performance, fitness, competition and player development.

We work alongside your existing on-court coaching rather than replacing it.

Your tennis coach may help develop your strokes. Forty-Love helps you understand how to use your game, prepare properly, manage yourself under pressure and stay accountable to a clear development plan.

This is not a collection of recorded lessons or another course to complete. It is ongoing, personalised mentorship that develops with you.

Meet Ali Collins

Former WTA doubles World No. 110, Wimbledon competitor and Forty-Love founder.

I competed professionally on the WTA Tour and experienced first-hand how difficult it can be to reproduce your ability when the score, pressure and expectations begin to matter.

The gap between how you play in training and how you compete is rarely about talent. Self-belief is built through preparation and evidence - clear tactical patterns, reliable match-day routines, honest feedback and knowing how to respond when a point or a game goes against you.

I created Forty-Love to give players that wider structure: to help you recover from mistakes rather than fear them, and compete with clarity instead of chasing perfection - supported by the tactics, fitness and preparation that make it hold up under pressure.

“I created Forty-Love to help ambitious players feel guided, prepared and in control when the score matters most.”- Ali Collins

Your Performance Team

Specialist Support. One Connected Plan.

Your support spans competitive confidence, emotional regulation, tactical clarity, match preparation, physical readiness and ongoing accountability - with mental performance at its core. Instead of fragmented advice from different sources, it is connected around one personal plan.

Ali CollinsFounder and Head Mentor+

Former WTA doubles World No. 110 and Wimbledon competitor. Ali oversees your mentorship and helps guide your overall development, goals and long-term direction as a competitive player.

Kirsty RobertsonHead of Fitness and Training+

Kirsty leads your physical development through tennis-specific strength, movement, endurance and fitness planning. Her experience includes supporting a top-10 junior player and continued professional development within elite tennis performance, working alongside Andy Murray’s full-time trainer.

Arina VasilescuHead of Player Development and Competition+

Arina is an active professional WTA player with a career-high WTA ranking inside the world’s top 300. She helps you improve your match intelligence, confidence, communication and competitive decision-making, on and off the court.

Alba CarrilloMental Coach+

Alba is Forty-Love’s in-house sports psychologist and a former WTA player, with a background working with ATP and WTA professionals. She helps you strengthen focus, emotional control, confidence and composure so you can respond more effectively during pressure moments.

Is it right for you?

Is Forty-Love Built for You?

✓ A strong fit if…

You train well but underperform in matches
Your confidence changes depending on the score
You struggle to reset after mistakes
You want clearer match routines and tactical structure
You will review your matches and complete agreed actions
You want ongoing support rather than occasional advice

✕ Probably not the right fit if…

You only want technical on-court coaching
You want an instant confidence fix
You will not engage between sessions
You expect guaranteed rankings or tournament wins

Measurable Development

A Clear 90-Day Progress Plan

At the beginning of your mentorship, we establish your starting point, development priorities and the areas where progress can be measured.

Your plan is then reviewed throughout the first 12 weeks, allowing the team to assess what is improving, what remains inconsistent and what should be prioritised next.

Progress may include clearer tactical decisions, stronger match routines, improved preparation, better accountability and more consistent execution under pressure.

Competitive results cannot be guaranteed, but your development will never be left vague or untracked.

FAQ

Your questions

Can confidence genuinely improve?+

Yes - but not through motivational talk alone. Self-belief is built through preparation, tactical clarity, reliable routines, honest feedback and repeated competitive experience. As your decisions become clearer and your match-day process more reliable, confidence tends to follow.

Is this only for players with match anxiety?+

No. Many players simply want to compete more freely, make clearer decisions and stop losing their level under pressure. Whether you tighten up in tight moments or just want more consistency, the work is the same: better preparation, routines and understanding of your game.

Can this work alongside my existing coach?+

Yes. Forty-Love complements your on-court coaching. We focus on the wider structure around your tennis - match analysis, tactics, mental performance, preparation and accountability - rather than replacing your technical work.

What happens during mindset coaching?+

This is practical performance work, not therapy. You build routines for focus and composure, ways to reset after mistakes, process-based goals and clearer thinking between points - tied directly to how you actually compete.

How does match analysis improve confidence?+

Reviewing your matches shows what is really happening under pressure - where you hesitate, rush or drift from your plan. Seeing it clearly and then working on specific priorities replaces guesswork with evidence, which is where genuine confidence comes from.

Do I need to be highly ranked?+

No. You do not need to be a professional or nationally ranked player. You should already train regularly, play competitive matches and be serious about improving.

How much time will this require?+

You will need time for your mentorship sessions, agreed weekly actions and occasional match-video submission. The exact commitment depends on your goals and current schedule.

Who will mentor me?+

Your support is led by Ali Collins and delivered with input from the wider Forty-Love specialist team, based on your selected mentorship level and needs.

What results are realistic?+

Every player develops at a different rate, and we do not guarantee rankings, wins or specific match results. The aim is clearer routines, stronger decision-making, better composure under pressure and more consistent competitive performances.

How long do players stay?+

Forty-Love is ongoing mentorship rather than a fixed course. The appropriate duration depends on your goals, progress and the level of support you need.

How much does it cost?+

The most suitable level of support will be discussed during your discovery call, based on your goals and current needs.

How do I get started?+

Book a free discovery call. We will discuss your tennis, current challenges and goals before determining whether Forty-Love is the right fit.

The Community

Life inside the Forty-Love community

Follow Ali and Forty-Love for training insights, match-performance guidance and behind-the-scenes content from inside the community.

Stop letting pressure decide how well you play.

You already know the level you can produce in training. Forty-Love gives you the mindset support, match understanding and ongoing accountability to bring more of that level into competition.