About Hickson Endeavours

Our Mission

Hickson Endeavours is on a mission to quietly upgrade the operating system of human wellbeing, rooted in the legacy of James Hickson and carried forward by his grandson, Jason “Jay” Lee.

As a family, we work to make the future feel more human, not less, so progress lands as something people can feel: safety, dignity, belonging, and possibility in everyday life, not disruption. We believe joy is part of human infrastructure, and that the best advancements are the ones that arrive gently, strengthen trust, and widen opportunity without asking people to lose themselves in the process.

Across our ventures, Hickson Endeavours weaves together brain and nervous system health, healing and care, affordable housing and resilient neighborhoods, human potential and high-performance sport, mission-aligned capital, and the social foundations for life beyond Earth. We’re not building isolated projects. We’re building integrated platforms, connecting behavioral insight, policy design, research, community infrastructure, specialized care delivery, and investment into one coherent engine for change.

We exist to be a bridge between where humanity is and where it’s going, carrying forward the values and resilience James Hickson embodied, while designing systems that help people heal, grow, play, compete, and thrive, on Earth and beyond.

Life, Lived & Living

In our family, growth has never been a solo sport. It’s been jumping off the porch together and stepping into new environments that stretch you, teach you, and make you sharper without making you harder. Jay’s early years moved through both technology and athletics, playing college football in the Great American Conference while interning at Octo, then Paycom, then Clear Channel Outdoor. Those seasons taught him how complex systems behave when real people depend on them, how pressure changes decision-making, and how “working” on paper is different than working in the wild.

That blend of high-level sport and real-world tech work trained him to see patterns early, stay disciplined when things get loud, and care about outcomes that hold up outside a classroom or a slide deck.

Over time, the work widened from networks and code to nervous systems and community life. Jay’s path carried him into hospital corridors, including mental health settings at places like Centennial Peaks Hospital, and into extended immersion across communities in South and Central America. Those chapters weren’t academic. They were human. They sharpened his attention to what people do when systems feel unsafe, confusing, or indifferent, and to the quiet intelligence communities build just to keep life moving.

Late-night shifts, multiple cities and states, and a front-row seat to very different realities deepened Jay’s empathy and curiosity for how people navigate structures that were often not built with them in mind. And in his grandfather James’s final years, their relationship clarified something simple: this work is a way of honoring the lives, sacrifices, and dreams that came before, while building a kinder, more capable future for the people who come next.

The Pivot: From Lab Coat Dreams to Platform Builder

Somewhere between hospital shifts and community immersions, Jay’s dream changed shape. A doctorate in neuroscience still mattered, but he began to see the tradeoff: the traditional research path can advance knowledge in powerful ways, yet reach only a thin slice of the people living the problems in real time. What he witnessed in hallways, courtrooms, schools, neighborhoods, and even locker rooms and front offices wasn’t asking for more theory. It was asking for better systems.

So Jay chose a different lane. Instead of becoming a conventional researcher, he became a platform builder, designing structures that can move insight, capital, care, and culture together. The goal wasn’t to make humanity more “optimized.” It was to make the future feel more human, not less: calmer, fairer, safer, and more livable.

That shift became the blueprint for Hickson Endeavours. The work is about equipping the people already doing the hard work, scientists, clinicians, builders, community leaders, and athletes and league architects, with practical pathways to turn deep knowledge into everyday change. Not change that demands constant explanation, but change that feels almost unnoticeable as it settles in, then becomes unmistakable over time.

This decision is what gave birth to Hickson Endeavours and its family of ventures, each one carrying a different piece of the same mission: quietly upgrading the operating system of human wellbeing on Earth and beyond, including the emotional and relational ecosystems that decide outcomes in professional sports.

Building a Platform for Change (Venture Mission)

What our family has learned is that individual resilience matters, but lasting progress only happens when the systems around people change. Safety, dignity, joy, and opportunity should not depend on exceptional strength or rare interventions—they should be built into daily life. Hickson Endeavours exists to redesign the conditions that shape behavior, so healthier outcomes become the default rather than the exception. By aligning science, policy, capital, housing, culture, and care around real human needs, we work to quietly upgrade the operating systems people live inside. The goal is not disruption for its own sake, but durable, humane progress that compounds across generations.

Hickson Endeavours (Holding Company & Behavioral Insight Practice)

Hickson Endeavours is the parent organization and a social-purpose behavioral insight practice that helps communities and public systems understand why serious harm happens, and how to change the conditions that allow it. By combining behavioral science, frontline perspectives, and careful interviewing, Hickson Endeavours translates painful events and persistent local problems into small, practical changes in policy, services, and institutions. The goal is plain: reduce violence, lower repeat contact with public systems, and make everyday interactions feel safer, more dignified, and more trustworthy for everyone involved.

Hickson Extraplanatery Systems Institute (Off-World Society & Policy Design)

Hickson Extraplanetary Systems Institute designs the social, cultural, and policy foundations that allow everyday people, not just specialists, to thrive beyond Earth. The institute focuses on making orbital and planetary habitats feel familiar, fair, and deeply human rather than experimental or exclusive. By listening to communities on Earth and translating lived needs into space-ready norms and protections, HESI helps build governance, labor standards, family supports, and civic rights that prevent abuse and reduce “frontier inequality.” Its work treats space not as an escape from humanity, but as a responsibility to carry our best lessons forward.

Hickson Brain Health Institute (Ethical Brain Science & Real-World Trials)

Hickson Brain Health Institute is where neuroscience, ethics, and human connection converge to advance how people heal, grow, and live. Through real-world research and voluntary clinical participation, HBHI studies how emotion, stress, environment, and culture shape decision-making over time, then translates those insights into human-centered interventions that feel supportive, not controlling.

At the heart of HBHI is a research-based wellness resort that blends evidence-driven care with restorative hospitality. Guests engage in ethically guided research while experiencing personalized nutrition, medicated gourmet dining, discreet wearable technology, and advanced health assessments, all designed to support emotional regulation, stress recovery, and long-term wellbeing.

HBHI’s work extends beyond the individual. Findings inform how education, healthcare, justice, and community systems can be redesigned with dignity at the center, reducing crisis, increasing stability, and helping people self-regulate in real life. This is not wellness as escape, but science grounded in lived experience, where healing advances discovery, and discovery advances human wellbeing.

Hickson Optimal Elite Group (Nervous System Performance, Human Capital Protection, & Sport Data Partnerships)

Hickson Optimal Elite Group embeds inside professional and elite sport organizations to manage the team’s nervous system and data infrastructure as core competitive and financial assets. Operating as an on-site extension of leadership, the firm blends neuroscience, applied psychology, organizational observation, and dedicated data scientists to reduce performance volatility,

decision degradation, burnout, and dissociative coping under pressure. The focus is nervous-system regulation and data optimization: keeping people calm and cognitively available while cleaning, structuring, and streamlining data so information flows cleanly, decisions hold under stress, and operations run efficiently across the season.

Hickson Innovation Funding Group (Mission-Driven Capital & Partnership Platform)

Hickson Innovation Funding Group mobilizes mission-driven capital to back people, technologies, and places that move our species forward while tangibly improving daily life where projects land.

The group pairs global investment capacity with local wisdom, relationship-driven partnerships, and accountability that outlives headlines. Its thesis is that progress should be shared infrastructure, not a gated upgrade: job creation, safer communities, resilient systems, and scalable tools that reduce harm and widen opportunity. HIFG invests with a long horizon, building coalitions that help neighbors, cities, and nations rise together instead of splitting by who gets there first.

Hickson Neighborhoods (Future-Ready Housing & Neighborhood Systems)

Hickson neighborhoods designs and deploys resilient, future-ready homes and neighborhoods that act as gentle launchpads into humanity’s next chapter. The focus is tech-secure, emotionally intelligent living environments that help families feel safer, more stable, and more connected as the world changes.

Instead of chasing luxury margins, HN treats housing as a long-term public good: deliberate affordability, durable materials, climate-responsive design, and secure-by-design digital infrastructure. As the “on-Earth habitat” arm of the Hickson Endeavours’ ecosystem, HN translates human-centered systems thinking into real blocks and communities, raising the floor for historically excluded families while making advanced living feel natural and un-intimidating.

What Drives Us

Too many systems are still designed for abstractions, dashboards, and short-term wins instead of the real humans who have to live inside them. Research gets trapped in journals, technology moves faster than trust, capital rewards speed over steadiness, and communities are left feeling managed from a distance, talked about instead of listened to, and blamed for outcomes they didn’t design.

Hickson Endeavours exists to move in the opposite direction: to help build a human operating system for the future that people actually want to wake up inside. We start with what’s true on the ground, how stress shows up in bodies, how incentives shape choices, how culture and identity shape meaning, and how people protect themselves when systems feel unsafe. Then we translate that lived reality into practical changes across policy, care, housing, capital, and high-pressure performance environments, including professional sport, so that improvement feels natural instead of disruptive.

Across hospitals and courtrooms, classrooms and clinics, locker rooms and boardrooms, the same pattern repeats: people are capable of far more than current conditions allow them to show. When nervous systems are overloaded, trust is thin, and the rules are misaligned, even good people make worse decisions. Our work is to redesign conditions, quietly and ethically, so the default becomes lower stress, clearer judgment, stronger relationships, fairer opportunity, and more durable safety. Not by forcing behavior, but by building environments where better choices are easier to access and easier to sustain.

What drives us is simple and ambitious: to act as a trusted bridge between where humanity is and where it’s going, so the transition to what’s next feels steady instead of jarring, familiar instead of alien, and kind instead of extractive, because joy is part of human infrastructure. For those engaging directly with services on this site, whether personal coaching, organizational advising, behavioral insight work, or conflict and performance systems design in professional sports, services are delivered personally by founder Jay Lee, keeping every engagement close to the science, the story, and the values at the heart of this work.