Bill is the Founder and President of the International Mental Game Coaching Association, an organization that trains and certifies mental game coaches worldwide. He has been the performance psychology consultant or coach with athletes or coaches of 25 world and national teams, 11 international and Olympic teams, and 32 professional sports teams, associations or leagues. The British Broadcasting Corporation (The BBC) said "Bill Cole is a leading Olympic sports psychologist." Bill has been mental game coach to numerous baseball players with the Texas Rangers, the Atlanta Braves, the St. Louis Cardinals, the Pittsburgh Pirates, the Arizona Diamondbacks, the Oakland Athletics, the Seattle Mariners, the Los Angeles Dodgers, the New York Mets and the Chicago White Sox.