I've been crushing audiobooks, print books, and DVDs of late, so it's generated some good material for these weekly installments.
Certified Program Design Specialist Course - Robert Dos Remedios just released this course, and I'm working my way through it right now. Program Design is this huge "hole" in industry education; it's so incredibly complex to teach that I'm impressed that Dos even tried to tackle the project! I've enjoyed what I've seen thus far, and this could be a great resource for up-and-coming coaches. It's $100 off this week as an introductory discount.
Smart Baseball- I really enjoyed Keith Law's new book, as it delved heavily into the world of advanced statistics in baseball. If you're a casual observer to the sabermetric world, this would be a good read for getting up to speed - and it'll help you watch baseball through a different lens.
The Quadruped Rock-Back Test: RIP - Doug Kechijian just published this article that asserts that this classic test probably doesn't hold as much merit for predicting squatting success as one might think.
Top Tweet of the Week
1-leg RDL anti-rotation taps: great balance drill for throwers. Research shows improved balance equates to improved pitching performance. pic.twitter.com/4KvLAXQMDh
Most fitness industry folks are convinced that their single biggest area for improvement is lead generation. If only they could get more people to know about their gym - and possibly even take a tour - then they'd absolutely blow up.
I hate to burst your bubble, but while your lead generation might need work, in the overwhelming majority of businesses, systems and retention are where the biggest opportunities for improvement exist. You see, if you shore things up on these two fronts, you'll create a better product and dramatically increase the number of word-of-mouth referrals you get. Over the life of your business, word-of-mouth should blow any direct mail or Facebook advertising you do out of the water, so why not work on the things that impact it the most?
Now that I've gotten that off my chest, I should actually talk a bit about lead generation, as the truth is that it's probably more complex than it's ever been.
If you look back 15-20 years, a lot of folks weren't on the internet - and they certainly didn't have social media. It was really, really hard to get in front of people affordably if you were a small business. If you didn't have the cash to pay for radio, TV, newspaper, or billboard ads, your only option for generating leads began and ended with pounding the pavement to shake hands and kiss babies. Nowadays, things are a whole lot different; you can get in front of just about anyone pretty quickly and easily.
If this wasn't the case, a kid from small town Maine named Cressey - who didn't even play high school baseball - wouldn't be training more than 100 professional baseball players each offseason.
This modern marketing world creates opportunities, but also a lot of noise. People are bombarded by more marketing messages than ever before because we have more devices (phones, tablets, computers, radios) and mediums (Facebook, Twitter, Instagram, Pinterest, Email, etc) than ever before. There is so much noise that people are completely desensitized to the marketing messages that are being sent their way. That means that top of mind awareness is substantially harder to achieve.
What does this mean for lead generation in the fitness industry? You have to get in front of people regularly and via a number of different marketing channels. If you're reading this blog, you probably hear from me here, on various social media channels, and via email. Perhaps you read an article by or about me on another website or print magazine or newspaper. We might have interacted with one another at a seminar, or we might have a mutual friend who recommended that you check out EricCressey.com.
The point is that you have to stand on your head to make expertise easy to perceive. It's just not good enough to just pay for a newspaper ad and hope for people to show up.
This is particularly complex because everyone will perceive expertise differently - and in different places. Teenagers aren't really on Facebook very often, but it's a great marketing avenue for those over the age of 30. Some of the people there might like video content, and others may prefer writing. Every lead must be generated via a unique marketing mix, and that can make it very challenging to be really successful across multiple niches. At Cressey Sports Performance, we can easily market to baseball players, coaches, and parents, but it'd be really hard for us to build a successful discharge program for cardiac and pulmonary rehabilitation patients. It's an entirely different demographic that we'd struggle to access.
Bringing things all back together, some closing thoughts:
1. You probably generate a fair amount of leads but need to do better at making sure they aren't disappearing out the back door while you're so focused on getting more people in the door.
2. You may need to prioritize optimizing your systems to put yourself in the best position possible to deliver a high-quality product (both training and environment) that will yield more word-of-mouth referrals.
3. Make expertise easy to perceive across a variety of marketing mediums, especially if you're trying to cater to multiple demographics.
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In my blog the other day, I alluded to how I never really thought I'd open a gym. It kind of just happened. And, this experience has led me to the belief that the concept of having a ten-year plan is absurd. Heck, even five years seems like a prohibitively long time to have a plan in today’s rapidly changing world.
I went to college in 1999 thinking that I was going to be an accountant. I transferred in 2001 to pursue exercise science, and went to graduate school to pursue a career in strength and conditioning research. In 2003, after a month on campus, I realized I hated organic chemistry and loved training athletes. I moved to Southern Connecticut in 2005, and then to Massachusetts in 2006, then Florida in 2014. These were twists and turns in every direction that couldn’t have been accommodated by a rigid career plan.
There are a lot of people reading this blog who are probably stressing about moving to a different college major, making a career change, or relocating for a change of scenery or new opportunity. There are also business owners who are super concerned about building a brand that they can ultimately sell. They're focused on writing books and delivering seminars about the training they do with their clients before they've even truly evaluated whether that training actually works well.
As is usually the case with the training side of our industry, a quick solution is always to simplify. Before you start looking at being hugely successful in the long-term, try focusing on being consistently successful in the short-term with whatever it tackling. To paraphrase a hackneyed expression, you have to win the battle before you win the war - and in entrepreneurship, you have to have a successful business before you make the leap to truly building a brand. As this graph from the Bureau of Labor Statistics demonstrates, why have a ten year plan when less than 40% of small businesses are even around at that time period? And, you can bet that this number is substantially lower in the fitness industry, where many start-ups are trainers who have zero business training.
I think that this can actually be a big challenge for some upstart companies when they deal with business consultants who are very focused on developing something that can eventually be sold for $100 million dollars. In the push to create systems for scaling things larger, entrepreneurs can lose sight of shorter term opportunities to be profitable and evolve as a business. For this reason, small business consultants usually have much more to offer to fitness start-ups.
The fitness business is challenging. Competition is high, the industry is constantly evolving, and there is a lot of "noise" that can distract consumers from pursuing even the highest quality training options. For this reason, most fitness businesses are better off focusing on "winning the day" than "winning the decade."
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As I noted in my post on Cressey Sports Performance's 10th anniversary, I wanted to use the next few days to outline a few thoughts on the entrepreneurial side of fitness over the next few days. They'll be quick ones - just a few paragraphs each - but hopefully impactful for those of you interested in the business of fitness.
To kick things off, I'll talk about opportunity cost, a concept that is actually remarkably applicable to all industries, not just fitness. Briefly, dictionary.com defines opportunity cost as "the money or other benefits lost when pursuing a particular course of action instead of a mutually-exclusive alternative."
It's probably best explained with an example. If you go on vacation, the opportunity cost of that time is continuing to work. You leave town and spend a bunch of money on flights, hotels, and touristy things - all while forgoing income at work during that time period. Most people only consider what they spend on the vacation, but your opportunity cost is that lost income. It might also be experiences that you could have had during that time you're vacationing.
To be clear, I'm not saying that you should skip all your vacations and just work all the time. I'm just saying that absolutely everything in life has an opportunity cost. The opportunity cost of the coffee I'm drinking as I type this could be a glass of water or tea.
Early in your career, the opportunity cost of your time is far less expansive. You need to make money and build your reputation, so you should take on just about every client and continuing education opportunity that comes your way. And, if you want to be successful in writing and speaking, too, then you need to write and speak at every opportunity, even if nobody is or reading listening. The opportunity cost of your time is basically just watching the same episode of Sportscenter for the 47th time.
Having spent two years at business school before transferring into an exercise science program, opportunity cost was something of which I was keenly aware of at a young age. With that in mind, during my undergraduate and graduate years, I worked like a dog. I eschewed a social life in order to pick up every hour at the gym I could and do as much reading and writing as I possibly could. This tradeoff proved to be wildly important, as it helped me to build invaluable career capital and financial stability that opened many more doors for me down the road. As an example, I took time off from work, paid for a hotel room, traveled to Washington, DC, and spoke for free at this event in 2006 - and it proved to be a huge boost for my career.
Now, many years later, I have harder opportunity cost decisions. In the past week, I've gotten invited to speak in China, Brazil, Poland, and Minnesota. Each one of these poses different travel demands and compensation scenarios that all need to be weighed against time with family, hours coaching at CSP, what I could earn devoting that time somewhere else, and the impact I could have in other capacities. Eleven years after speaking at that DC event, there really isn't any circumstance under which I'd take that particular gig again.
A seminar halfway around the world would have been an instant “yes” in 2007, but now, it requires 18 months of planning and time away from family that I’m reluctant to take on. And, I’ve turned down multiple jobs in collegiate and professional sports over the past few years that would have been absolute dream jobs ten years ago. The "dream" changed – and it happened far faster than I could have ever imagined.
With all that in mind, here are three important takeaways from today's post:
1. [bctt tweet="Good decisions when opportunity cost is low set the stage for high opportunity cost choices later."]
2. [bctt tweet="Say 'yes' a lot when young and building a career. Say 'no' more than 'yes' once more established."]
3. [bctt tweet="Before you say 'no' or 'yes,' think about how you can shift that decision from 'either/or' to 'and.'"]
With respect to point #3, I'd highly recommend Chip and Dan Heath's outstanding book, Decisive.
That'll do it for this post. I'll have another brain dump for you soon.
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Those are the exact words I spoke in casual conversation over dinner on a first date on April 22, 2007.
82 days later I co-founded a gym. When we first moved in, it looked like this.
And, 727 days after that conversation, I proposed to the woman across the table from me.
That gym turns ten years old this week - and looks like this.
We even opened a second gym 1,500 miles away in Jupiter, FL in 2014. Also along the way, I started my consulting company and my wife opened her optometry practice – so we actually have four businesses.
This October, Anna and I celebrate seven years of marriage. We have two-year-old twin daughters. She even still likes baseball enough to be my "date" at the All-Star Game.
Suffice it to say that – in light of my own personal experiences – I think it’s silly to expect anyone to have a “10-year-plan.” I couldn’t even have a ten month plan. Usually, when my wife asks me what I want for dinner, I stumble all over my words; I often don't even have a ten hour plan.
And, I can tell you that we sure as heck didn’t know much about entrepreneurship. If you need proof, my business partner, Pete, and I wrote our business plan on a napkin at Applebees. The truth is that we kind of got lucky and were smart enough to figure things out as we went. I guess you could say that CSP's success has really been reflective of the old quote, "Luck is where preparation meets opportunity."
This blog could go in a lot of different ways from here.
I could list out a bunch of different business lessons I’ve learned – and I’ve definitely learned a ton.
I could talk about all the things I love about my “job” – and encourage you to go start your own gym.
I could talk about all the things that drive me bonkers at my job – and do my best to talk you out of opening one.
Instead, though, I’ll just end it with a heartfelt thank you. Everyone who reads this blog – whether you’ve actually stepped foot in a Cressey Sports Performance facility, purchased one of my products, or attended a seminar with us – has had an immeasurable impact on us getting to this day. To my family, co-founders, staff, friends, mentors, customers, and suppliers: I appreciate you all tremendously, and the truth is that we are most "lucky" to have so many great people supporting us.
I hope to be writing another one of these posts when we get to Year 20, but I’m afraid I don’t have a great track record with ten-year plans. I guess you’ll have to stay tuned.
In the meantime, though, I'm going to use the next few days to write up some lessons we've learned over the course of decade of fitness business entrepreneurship. I'll roll multiple posts out per day, so be sure to check back regularly.
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Happy Monday! I hope you had a great weekend. We missed last week's installment of recommended reading in light of the 4th of July, but today I've got a little extra for you to make up for it.
Specificity, Delayed Transmutation, and Long-Term Progress - I was reminded of this video during a conversation with our CSP-MA pitching coordinator, Christian Wonders. He commented on how several coaches have remarked lately that a lot of our rising juniors and seniors seem to surge once June/July roll around. It's surprising to them, but not to us.
"Scap does the lifting & elbow comes along for the ride." Good upper back, scap & humeral positioning helps minimize elbow extension stress. pic.twitter.com/JwnGo85xUh
I have a love/hate relationship with the lats. On one hand, you need strong lats for all sorts of athletic endeavors, from throwing to sprinting. On the other hand, if they're too overactive, a host of different injuries/conditions can result. With that in mind, preserving full latissimus dorsi length is important, and that's why we incorporate a lot of stretches on this front. It's important that those stretches are done correctly, though, and in today's video, I want to discuss one big mistake we commonly see in this regard.
Speaking of upper body work, if you're interested in learning more, be sure to check out my new resource, Sturdy Shoulder Solutions.
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In many cases, some of the biggest deadlift technique struggles we encounter originate with a poor set-up. Check out today's video to learn one of the biggest mistakes on this front:
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I hope you all had a great weekend and are getting excited for the upcoming 4th of July holiday. I'm looking forward to my 93-year-old grandmother beating me in golf, which is a yearly occurrence in my world. Fortunately, I've had some good strength and conditioning reading to keep my mind off of how bad my golf game is.
The Truth About Sugar - The crew at Precision Nutrition never disappoints, and this article is an excellent example of why. One particular quote that really jumped out at me was, "...despite lowering sugar intake by nearly 20% over a 14 year period, obesity (and diabetes) rates have continued to climb."
How Sports Scientists are Trying to Change College Football - This ESPN article was actually surprisingly well done. In particular, I liked Fergus Connolly's quotes about the data only being useful for asking better questions, not guaranteeing solutions. Additionally, his comments on the importance of getting to know the person - not just the data point - is incredibly important.
I could watch this all day. See what happens when you put force into the ground and get yourself in good positions to succeed? Athleticism. https://t.co/5vpDiOeBWq
I didn't get in a May installment of this series, but the good news is that it gave me two months to gather my thoughts for a big June! Here goes...
1. Athleticism is doesn't have to be max effort if you have a strength and power "reserve."
Cressey Sports Performance athlete Logan Morrison is currently second in Major League Baseball in homeruns. I came across this video of #22 on Twitter and it immediately got me thinking:
Hitting bombs in the big leagues - particularly on 95mph sinkers - is really challenging, but that looked absurdly easy. He put some force into the ground, got himself in a good position to succeed, and athleticism "happened."
The only reason this is possible is that he's developed a strength and power "reserve." LoMo is strong - and more importantly, he's a powerful dude. When he throws a medicine ball, in many cases, the entire gym stops and watches because it sounds like he's going to knock the wall down. When you've got a foundation of strength and know how to use it quickly, this kind of easy athleticism happens. It does not, however, happen if you're a) weak or b) strong and not powerful. I'd call LoMo a nice blend on the absolute strength-to-speed continuum.
2. If you're struggling to feel external rotation exercises in the right place, try this quick and easy fix.
One of the reason some throwers struggle to "keep the biceps" quiet during external rotation drills is that they start too close to the end-range for external rotation. A quick strategy to improve this is to simply build a little success in a more internally rotated position. This video goes into more depth:
3. Be cautiously optimistic with new surgical advances.
On a pretty regular basis, we hear about remarkable sports medicine breakthroughs that will revolutionize the way we prevent and treat both acute and chronic diseases and injuries/conditions. Unfortunately, they usually don't live up to the hype. Most of the time, we're talking about a "miracle" supplement or drug, but sometimes, we have to ponder the benefits of a new surgical procedure.
In the mid 1990s, the thermal capsulorrhaphy procedure was introduced to attempt to treat shoulder instability. It gained some momentum in the few years that followed, but the outcomes didn't match the hype in spite of the fact that the initial theory seemed decent (heat can shorten capsular tissues, which would theoretically increase shoulder stability). Failure rates were just too high.
Conversely, in 1974, Dr. Frank Jobe revolutionized the way elbow pain was treated in baseball pitchers - and saved a lot of careers - when he performed the first successful ulnar collateral ligament reconstruction (better known as Tommy John Surgery). More than 1/4 of MLB pitchers have had Tommy John, so you could say that this procedure revolutionized sports medicine even though it's taken decades to fine-tune it.
More recently, a new surgery - the UCL repair with internal brace - has been gaining some steam as an alternative to Tommy John surgery. The initial results have been very promising, particularly in situations where the patient is a good match (depending on age, activity level, and location and extent of the UCL tear). I've actually seen two of these surgeries in the past week myself. One pitcher (Seth Maness) was able to successfully return to the Major Leagues after having it - but we still have a long way to go to determine if it might someday dramatically reduce the number of Tommy John surgeries that take place. Why?
Right now, we only have statistics on a limited number of these cases, and they're usually in the high school and college realms. All that is reported on is return to previous level of competition (e.g., varsity baseball). We don't know whether a kid that has it at age 16 is still thriving with a healthy elbow at age 22 during his senior year of college.
Additionally, Seth Maness has really been an 88-90mph pitcher throughout his MLB career. We don't know if this same level of success will be seen with 95-100mph flamethrowers.
Dr. Jeffrey Dugas has become known as "the guy" when it comes to these procedures, and I loved the fact that he reiterated "cautious optimism" in his webinar at the American Sports Medicine Institute Injuries in Baseball course earlier this year. If this gets rolled out too quickly and in the wrong populations, the failure rate could be significantly higher and give an otherwise effective surgery a bad name. I think it's important for all of us to stay on top of sports medicine research to make sure we don't miss out on these advancements, but also so that we know to be informed consumers so that we don't jump behind new innovations without having all the information we need.
Speaking of the ASMI Injuries in Baseball Course, it's on sale for $100 off through this Sunday, June 24, at midnight. I've enjoyed going through this collection of webinars, and I'm sure you will, too. You can check it out HERE.
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