Performance at the highest level isn’t an accident — it’s the outcome of clarity, structure, and systems that scale. At Heretic, we don’t guess. We build.
Our mission is to bring clarity to complex environments — whether that’s a professional sports team, a venture-backed startup, or an organization trying to build something that lasts.
We partner with leaders operating under pressure. Those who know talent isn’t enough. Those who want infrastructure, alignment, and sustainable performance.
Keith D’Amelio, PhD is a performance architect with more than two decades inside the highest levels of elite sport and business. He has led performance for the Boston Celtics and Toronto Raptors, guided innovation at Nike’s global HQ, and advised startups, athletes, and leadership teams on how to build sustainable systems for performance.
He founded Heretic Performance to challenge conventional thinking, and to help teams and companies execute at their highest level—consistently and with purpose.
“We install the clarity, structure, and systems that drive sustainable execution.”
Where potential
becomes performance
“The only sustainable competitive advantage is an organization's ability to learn faster than the competition.”
peter senge
