Dr Javid Jafari Farahani

Dr Javid Jafari Farahani is an Iranian-British cognitive neuroscientist and entrepreneur whose career sits at the intersection of applied science, elite sport, and technology. He completed his PhD at UCL's Institute of Cognitive Neuroscience, where his research into decision-making in elite athletes led to collaborations with Premier League clubs including Crystal Palace, Fulham, and West Ham, as well as the Iranian National Team and national governing bodies including the Football Association and England Rugby.

Building on that academic foundation, Javid co-founded London Cognition with Professor Vincent Walsh, UCL's Professor of Human Brain Research, to translate cognitive science into real-world practice. The venture grew from a sports-focused consultancy into a full-stack platform business, developing the CogMap app — a gamified cognitive assessment tool powered by AI — which measures decision-making, focus, memory, and reaction accuracy. Clients expanded from elite sport to include Google, leading pharmaceutical companies, and major financial institutions.

As CEO of Cogmap, Javid oversees a platform that helps organisations hire smarter and build higher-performing teams by mapping how people think under pressure, not just what they know. The company raised £1M to accelerate product development and market expansion, backed by Key Ventures. Javid continues to publish peer-reviewed research in neuroscience and speaks internationally on cognitive fitness, fatigue management, and performance science.