Members at the St Andrews Links golf academy are to benefit from a resident sports psychologist to help them conquer problems in their game.
They will be able to take advantage of techniques which have helped good players become greats in a range of sporting endeavours.
Some envious observers might like to see the mystic stardust of sports psychology sprinkled a little more widely into their own daily struggles.
What might we ordinary souls achieve, if we had access to skills such as goal setting, imagery and arousal regulation?
The truth is, most of us do it already. The "marginal gains" approach which helps the GB cycling team outpace opponents is employed by everyone who has tried to renew their car insurance.
Suppressing negative reactions is a skill well-known to parents of tantrum-prone children. So-called "self talk" is as useful to dieters looking to avoid that extra cake as it is to tennis players urging themselves to be calm.
For elite sportsmen and women it has acquired almost mystical powers. For the rest of us, it is just everyday life.
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