The article analyzes theoretical and methodological foundations of sports psychological counseling, taking into account professional requirements for the personality of the athlete. The problem of the influence of psychological counseling on the personal development of the athlete is theoretically examined. Recent technologies of psychological counseling for the personal development of athletes are presented. The main tasks of sports and psychological counseling on personal development are considered. The personal criteria of formation of psychological readiness of the athlete for professional activity in the context of the personality-oriented approach to sports-psychological counseling are specified. The influence of professional deformations on the structure of the athlete’s personality is emphasized and consultative technologies of their weakening are offered. At the methodological and applied level it is proved that in the sports-psychological counseling the problem of development of the athlete’s personality is inextricably linked with his / her individual sports style. Recommendations on technologies for the development of the client’s confidence on the principles of trust and partnership in the process of counseling work with the conveyance have been developed, taking into account the individual approach, the presence of personal deformities in the client-athlete.