I’ve spent years learning how to perform. These days, I’m just as interested in learning how to live.

I’m Igor Lucic. I grew up in Serbia, and these days I live in Berlin.

Most of my life has been shaped by rowing. I rowed for UC Berkeley and went on to win three world titles and set a world record. Later I completed a master’s degree in sport psychology, because I wanted to understand what was going on underneath the performance: not just what we did, but why.

Since then I’ve worked in coaching and in sales, and I’ve built my own projects. Different arenas, but the same questions keep coming up: how do you stay focused when it matters? How do you stay consistent when nobody is watching? How do you handle pressure, and the people around you while you’re under it?

Sport taught me that results come from small, repeated choices. What I’m learning now is that the same is true for everything else: relationships, health, work, the way an ordinary Tuesday goes.

Motivated Always Focused is where I share those ideas and lessons. I’m not writing from a finish line. These are things I’m applying in my own life as I go.

Alongside writing MAF and building Peak Watt Club, I work as a coach and mental trainer with individuals and groups who want to improve their performance. My approach brings together experience from elite sport, coaching, and my studies in sport psychology. We work on the skills behind performance: focus, confidence, preparation, consistency, and responding to pressure.

I offer individual coaching, group sessions, and workshops in English, German, and Serbian.