Beyond Rugby: Don Armand on Mindset, Identity, and Growth
Beyond Rugby: Don Armand on Mindset, Identity, and Growth
By Sean Dickson
When I sat down with Don Armand, I expected to hear about the usual highs and lows of a professional rugby career, such as big wins, tough losses, injuries, and comebacks. But what I got was something deeper. Don’s journey is not just about rugby; it’s about understanding people, human behaviour, and what it truly means to create a fulfilling life.
The true moment of realisation
Don’s perspective on performance was shaped by more than just the rugby pitch. He developed ‘The Gaming Athlete’ which was about making a difference for those in society struggling with mental health and empowering them to unleash their full potential. One story that stuck with him was that of a young boy who took his own life after smashing his second computer screen and being too afraid to tell his parents. This tragic incident made Don reflect on the pressures young people face and the importance of mental health awareness.
For Don, his career was never about blindly following what was expected. It was about creating a better society by first improving his own mindset and actions. This concept, often referred to as the butterfly effect, suggests that small personal changes can have a massive impact on those around us. If you focus on becoming the best version of yourself, you naturally lift others up with you.
More Than Just an Athlete
From early on, Don was about change. He was never just about rugby. With a degree in psychology and organisational psychology from the University of Cape Town, he always had a strong interest in people’s behaviour. His love for understanding the mind far outweighed any passion he had for the sport itself. “I was never obsessed with rugby,” he admitted. “I was good at it, but it wasn’t my passion.”
This distinction is important because it explains why Don was able to adapt beyond rugby. Too often, professional athletes struggle with identity when their playing days come to an end. Many don’t explore other sides of themselves beyond their sport. But Don’s passion for human behaviour allowed him to navigate this transition with a clearer sense of purpose.
Breakthrough Seasons and the Moment of Realisation
Don’s breakthrough season were defined by a series of consistent performances that solidified his place as a top-tier athlete. One key moment came when he scored a crucial try, a moment that didn’t just confirm his ability, but reinforced his belief that he belonged at the highest level. This belief snowballed into countless moments which drove him to the success he experienced. Interestingly, he reflects on how moments as significant as scoring a crucial try don’t define you, it’s the work you put in, behind the scenes, that do “That moment didn’t make me good. The actions leading up to it did,” he reflected.
During those seasons, he focused on hard work and preparation. His training was relentless, and he built confidence through repetition and execution. The very struggles that threatened to break him were also what built him up. Every small success added up, reinforcing the mindset needed to perform at a high level.
Routine, Mental Resilience, and the Power of Preparation
One of the biggest takeaways from our conversation was the importance of routine. As an athlete, Don understood that success leaves clues. He saw how players around him followed his lead, not necessarily because he was the most talented, but because he was consistent in his habits.
Routines, however, can be a double-edged sword. While they provide structure, they can also become prisons. Learning to free yourself from rigid rituals and instead focus on adaptability is key. For Don, his “lighthouse” routine, which included small, consistent habits that anchored him, was critical. Whether he was playing at home or away, certain behaviours helped him mentally prepare. Don understood the distinction between routine and superstition. It was a podcast that helped him steer clear of superstitions. It stated that confidence doesn’t come from superstition. “Your ability to catch a rugby ball on the field isn’t determined by your superstition,” he explained. “It’s down to preparation.”
The true foundation of confidence
Confidence is often misunderstood. Many see it as an external trait, something visible in a person’s demeanour. But Don views it differently. True confidence comes from preparation and repeated success. “Top performers aren’t just naturally confident; they’ve built it through countless repetitions.”
We also spoke about how confidence can be taken away just as quickly as it can be built. Athletes who rely on external factors, like crowd reactions, coaches’ praise, or media approval, can find their confidence shattered if those elements turn negative. True confidence must come from within, from the work put in day after day. “If you let your confidence be dictated by things outside of your control, you’ll always be at risk of losing it.”
For Don, confidence was never about a single moment of brilliance. It was about the belief that if he did the work, the performances would follow. This mindset helped him push through difficult times, ensuring that setbacks didn’t define him.
Injuries, Fear, and the Mental Battles
No athlete is immune to setbacks, and for Don, injuries were a major turning point. “They slowly start to break you down,” he admitted. His groin issues, which he initially dismissed as something minor, eventually required surgery. But pushing for that referral wasn’t easy, he had to battle his own doubts and the perception that he was just being “soft.”
The injury significantly impacted the latter part of his career. The road to recovery was long and mentally taxing. Physical pain was one thing, but the mental toll of feeling like he was losing a part of his identity was far more challenging. Despite his best efforts, the groin injury became a defining moment, forcing him to reevaluate his future in the game. It was the first time he truly had to consider life beyond rugby.
Identity Human: A New Mission
Post-rugby, Don has channelled his passion for human behaviour into his organisation, Identity Human. This initiative is focused on helping individuals and organisations redefine their identity beyond just their profession.
In the corporate world, people often tie their entire self-worth to their job title. Don works with businesses to help individuals break free from that rigid identity and discover what truly drives them. By implementing psychological frameworks and self-development strategies, he helps employees and leaders create balance, navigate transitions, and improve overall workplace culture.
Through workshops and courses, Identity Human is making a tangible difference, encouraging people to embrace personal growth and step beyond the limitations of their perceived roles. It’s about more than just career success, it’s about living a fulfilled and balanced life. His work is already having a profound impact, helping organisations foster healthier environments where employees feel valued beyond their job descriptions.
Final Thoughts: Evolving Beyond the Game
As our conversation wrapped up, Don left me with one last thought: “Growth is about adaptation. Whether in sport or business, the key is always to keep learning and evolving.”
His journey, from rugby player to psychology student to mentor and leader, shows that success isn’t about talent alone. It’s about mindset, preparation, adaptability, and the willingness to evolve.
Whether you're an athlete, a professional, or just someone trying to improve your life, Don’s insights serve as a powerful reminder: invest in yourself, embrace change, and never stop striving to be better.