Under pressure: What big games do to players and how they cope - Ball Don't Lie Bruno Demichelis, has made headway into the use of psychophysiology, biofeedback & neurofeedback in professional sports. Through his company MindRoom Sports Science Inc., Demichelis has had major success in Europe, working first with Italian soccer powerhouse A.C. Milan before bringing his methods to the English Premier League as the director of sport science for Chelsea F.C. Thus far, no North American sports franchise has