The purpose of the present study was to explore the use of imagery by an elite rugby union football player and to examine the effects of an imagery intervention in a practical performance environment. The study took place over a 14-week period of the competitive season. Data collection comprised semi-structured interviews, diaries, and the Sport Imagery Questionnaire. The findings suggested that the participant primarily used cognitive specific and cognitive general imagery. Post-intervention, the participant reported greater clarity; detail; control over his anxiety, activation, and motivation levels; an improvement in his ability to generate confidence in his playing ability prior to games; and more structure to his imagery use. The study highlighted the importance of individualizing imagery interventions to meet the specific needs of different athletes.