I've got an important point to make today, and I think it's best illustrated with a hypothetical story.
Let's say that a 14-year-old, 6-0, 140-pound kid - we'll call him Joey - comes in to Cressey Sports Performance and does an evaluation with me in September. He says that he currently throws 70-72mph, but wants to hit 80mph by the start of the upcoming spring baseball season - and that he's willing to do anything to reach that goal.
We put Joey on a great strength and conditioning program - lifting, sprint/agility/jumping challenges, medicine ball drills, arm care exercises, self-myofascial release, and mobility work - and he crushes it with his nutrition. Joey gets on a solid throwing program, and fine-tunes his grip on the baseball and some mechanical flaws with our pitching coordinator.
Joey gets manual therapy with our massage therapist, and also makes a dedicated effort to improve his sleep quality and quantity. He hangs out with a bunch of professional baseball players in a motivating environment, and even reads some sports psychology books to prepare himself mentally. Joey crushes his offseason with us - and puberty is still kicking in to help the cause.
And, the results show up in the spring: Joey is consistently pitching harder than 80mph, surpassing his goal.
It must have been the lifting, right? Or the medicine ball work? Or the arm care? Or the nutrition improvements and weight gain? Or the mechanical changes? Or a simple grip adjustment on his fastball? Or better sleep? Or just the gains associated with puberty?
What I also failed to mention is that Joey was taking algebra in school. He also shoveled his driveway whenever it snowed. And he stopped eating gluten because he felt like it made him bloated. And he got a new pair of sneakers. And his mother switched from a minivan to a SUV. Joey even developed a weird ritual of half-naked shadow boxing in the mirror every night with the Spice Girls playing in the background. You've got to have a routine, right?
Of course, everyone takes note of Joey's crazy progress and asks him what the "secret" was. How does Joey respond? Puberty, gluten, the minivan, and his Spice Girls infatuation are all sensitive subjects he doesn't want to publicly discuss, so those are off the table. Nobody gets excited hearing about algebra, sneakers, grip adjustments, or mobility work, so those are lame discussion points for the local newspaper interview. Hanging out with professional baseball players seems like a cooler story line, though, so that's what he goes with: his progress all had to do with environment.
Nevermind the fact that Joey gained 30 pounds and started sleeping more than six hours per night. And, forget that he can actually touch his toes and do a body weight lunge without tipping over. And, overlook the fact that he is no longer throwing accidental cutters on every pitch because his delivery was so out of whack. Heck, those old shoes may have been terribly constructed and put Joey into horrible positions in his pitching delivery.
I know what you're saying: this is an extreme example - and you're right. However, we see a modified version of it all the time. Tom Brady refuses to eat tomatoes. Marshawn Lynch eats Skittles during games. Chris Sale needs to eat fast food to keep his weight up.
Usually, progress is incredibly multi-factorial. The results come not just from a lot of different directions, but from the synergistic interaction of many factors. And, sometimes there are other factors that may confound how we evaluate the path to success.
Tom Brady is still going to be an elite NFL quarterback if he has tomatoes for dinner the night before a game.
The 40 calories worth of Skittles Marshawn Lynch eats on gameday probably have zero impact on his performance.
Chris Sale's slider is going to be absolutely filthy even if he chooses pizza over chicken, broccoli, and rice.
And, in our example above, Joey's progress was completely unrelated to a myriad of things that took place. But, that doesn't mean we can ever really know what percentage was related to strength and conditioning vs. pitching instruction vs. nutrition vs. a host of other factors. We just know that success comes for a variety of reasons, so you have to check a lot of boxes to determine what contributed to that success. And, you have to recognize that unless you have perfectly controlled research studies, you'll likely have a very hard time isolating where the success really originated.
A perfect example of this is the debate on posture's impacts on pain and performance. Anecdotal evidence tells us that it does make a difference, but the research is actually shockingly inconclusive in this regard; we just don't know exactly how big a role (if any) that it plays in one's ability to stay healthy.
With that in mind, I'll be digging a lot deeper on the topic with my presentation, "How Posture Impacts Pain and Performance," at this year's Cressey Sports Performance Fall Seminar. It will take place on October 22 at our Hudson, MA location - and the early bird registration discount ends tonight (Friday, September 22) at midnight. Click here for more details.
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I just wanted to give you a heads-up on one-day seminar with me in Atlanta, GA on Sunday, November 5, 2017.
We’ll be spending the day geeking out on shoulders, as the event will cover Shoulder Assessment, Corrective Exercise, and Programming. The event will be geared toward personal trainers, strength and conditioning professionals, rehabilitation specialists, and fitness enthusiasts alike.
Agenda
9:00AM-9:30AM – Inefficiency vs. Pathology (Lecture)
9:30AM-10:15AM – Understanding Common Shoulder Injuries and Conditions (Lecture)
10:15AM-10:30AM – Break
10:30AM-12:30PM – Upper Extremity Assessment (Lecture/Lab)
12:30PM-1:30PM – Lunch
1:30PM-3:30PM – Upper Extremity Assessment Case Studies (Lab)
3:30PM-3:45PM – Break
3:45PM-4:45PM – Upper Extremity Mobility/Activation/Strength Drills (Lab)
4:45PM-5:00PM – Q&A to Wrap Up
Location
Rapid Sports Performance
105 Smoke Hill Lane
Building 105, Suite 120
Woodstock, GA 30188
Continuing Education Credits
The event has been approved for 0.7 CEUs (7 contact hours) through the National Strength and Conditioning Association (NSCA).
Note: we'll be capping the number of participants to ensure that there is a lot of presenter/attendee interaction, so be sure to register early. Each of the previous two offerings of this seminar sold out well in advance of the early-bird registration deadline.
The prone horizontal abduction - also known as a "T" - is well known as a popular arm care exercise that has been around for decades. Unfortunately, it's commonly performed incorrectly. In today's video, I cover the most common mistakes - and then add a progression I like to use with folks once they've mastered the technique. Check it out:
Keep in mind that these cues also apply to "T" drills you perform with bands, TRX, or any other implements as well.
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We just got a new shipment of Cressey Sports Performance baseball caps in and they're available for sale. These bad boys are one-size-fits-all snapbacks and go for $25 plus shipping and handling:
One of the first things some individuals notice when they come to observe at Cressey Sports Performance is that we often pair “big bang” strength and power movements with lower intensity drills. This is also a common programming theme many of those who have completed my High Performance Handbook program have noticed.
As an example, we might pair a prone trap raise with a deadlift…
…or a hip mobility drill with a bench press.
We call these low-intensity inclusions “fillers.” Truthfully, though, I’m not sure that this name does them justice, as “filler” seems to imply a lack of importance. In reality, I think these drills have a profound impact on improving each client/athlete’s session. Here are five reasons why.
1. Fillers slow advanced athletes down on power and strength work.
Optimal training for strength and power mandates that athletes take ample time between sets to recharge. Unfortunately, a lot of athletes have a tendency to rush through this type of work because it doesn't create the same kind of acute fatigue that you'd get from a set of higher-rep work. Muscular fatigue is a lot easier to perceive than neural fatigue. In other words, you'll want to rest more after a set of six squats than you would after a set of six heidens, even if you were attempting to put maximal force into the ground on each rep with both.
By pairing the strength or power exercise with something a little more mellow, we “force” athletes to take adequate rest and get quality work in on subsequent sets of the “meat and potatoes.”
2. Fillers provide extra opportunities to work on basic movement competencies and corrective exercises.
If something is important, do it every day. For some people, this might be hip mobility work. For others, it might be some rotator cuff work. You might as well do it when you’d otherwise be standing around resting.
3. Fillers improve training economy – and may even allow you to shorten the warm-ups a bit.
This point is best illustrated with an example. Let’s say that I would normally do an 8-10 exercise dynamic flexibility warm-up before my lifting-specific work. Then, I’m warming up to a 600-pound deadlift like this:
On that warm-up progression, I have eight “between-set” breaks to get in a little extra work. Sure, I’m loading on plates, but that doesn’t mean I can’t bang out a few quick reps of ankle mobility or scapular control work. This can be pretty clutch – especially once I’m at the heavier warm-up sets that require a bit more rest – as it can actually allow me to shorten my earlier general warm-up period a bit.
When it comes to training economy, everyone wants to talk about exercise selection (picking multi-joint exercises) and finding ways to increase training density (more volume in a given amount of time). However, don’t forget that movement quality work is still “work.”
4. Fillers help to prevent “backups” in the training facility.
This is a double-edged sword. If you’re doing some hip mobility work between sets in a busy commercial gym, if you aren’t careful, it probably will increase your likelihood of someone stealing your squat rack.
However, in the collegiate, professional, and private sectors, incorporating fillers can be invaluable in preventing log jams where many athletes are trying to use the same piece of equipment at the same time. If you’ve got three athletes sharing the same trap bar, fillers can help things flow a bit smoother – particularly because it keeps less-than-attentive athletes from screwing around between sets.
5. Fillers may give deconditioned clients active recovery between sets to make the most of their time with you.
For some clients, the warm-up is the workout. In other words, they may be so deconditioned that even a set of the Spiderman with hip lift and overhead reach will get their heart rate up. If you paired this mobility drill with an inverted row, it might be a perfect fit for their fitness level. Conversely, if you paired that inverted row with a Bulgarian split squat, it might crush them. In this case, the filler is hardly a filler!
Fillers might have a connotation of “unimportant,” but that couldn’t be further from the truth. Try incorporating them in your programs to get higher quality work, improve training economy, and bring up weak links.
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I hope you all had a great weekend. My wife and I had a fun time in Chicago over the weekend at the Perform Better Summit and got a chance to catch the White Sox/Indians game. Here are a few good reads for the weekend:
2017 Cressey Sports Performance Fall Seminar - We just announced that this popular annual event will take place October 22 at our Massachusetts facility. We hope you can make it!
Mike Irr on Winning an NBA Championship - I've been friends with both Mike Robertson and Mike Irr for close to 15 years now, so how can I not love this podcast? There are some excellent insights from Irr, who just won a world championship with the Golden State Warriors.
Teammate - I just finished David Ross' autobiography and really enjoyed it. I'd highly recommend it to any baseball player, coach, or parent without hesitation.
Top Tweet of the Week
If Mom put on your sunscreen, carried your baseball bag, & dropped you off a Gatorade in the dugout, you definitely didn't "grind" today.
We're very excited to announce that on Sunday, October 22, we’ll be hosting our sixth annual fall seminar at Cressey Sports Performance. As was the case with our extremely popular fall event over the past five years, this event will showcase the great staff we're fortunate to have as part of our team. Also like last year, we want to make this an affordable event for everyone and create a great forum for industry professionals and fitness enthusiasts alike to interact, exchange ideas, and learn. We're happy to have Perform Better as our official sponsor again this year as well.
Here are the presentation topics:
Pete Dupuis -- Gym Ownership In Hindsight: A Decade of Lessons Learned
After designing three different gyms, negotiating five different leases, and building a team of ten fitness professionals, Pete has an informed opinion on gym design and management. In this presentation, he'll introduce you to five of the best, and five of the worst decisions we've made along the way in ten years of operating Cressey Sports Performance.
Miguel Aragoncillo -- Improving Performance for Rotational Athletes
In this presentation, Miguel will analyze performance for rotational athletes, along with discussion on case studies and techniques as they relate to asymmetries, kinetic chains, and biomechanics. This two-part presentation will feature a lecture discussing the understanding the possible origins of dysfunction, and a hands-on component which will dive into a live assessment and exercise selection.
Chris Howard -- Low Back Pain: A New Perspective on the Same Old Problem Nearly every fitness professional has encountered an athlete or client dealing with lower back pain. In this presentation, Chris will blend his experience of anatomy and muscular referred pain patterns with strength and conditioning and soft-tissue strategies to illustrate how he treats clients experiencing lower back pain. Whether you are new to strength and conditioning, or a seasoned veteran, you will see lower back pain from a new perspective following this presentation.
Nancy Newell -- Constructing Female Confidence in a Male-Dominated Gym
Some male coaches feel uncomfortable coaching female clients. They struggle to formulate an approach with which they're confident, and the client experience is often negatively impacted as a result. In this presentation, Nancy will help coaches learn how to “dance” the line between being awkward and awesome, while sharing her personal philosophy on how to build female confidence in a male dominated gym.
Eric Cressey -- How Posture Impacts Pain and Performance
Posture is one of the most controversial topics in the fields of health and human performance. In this presentation, Eric will look at the related research and present anecdotal evidence and case studies to bring some clarity to the debate on just how important having "good posture" - if it even exists - really is.
John O'Neil -- Foundational Strength: Laying Groundwork for the Untrained Youth Athlete
In this presentation, John will take a comprehensive look at how we acclimate our untrained youth athletes to the training process at Cressey Sports Performance. This information will include the technical and tactical aspects of executing training sessions in our semi-private group-training model.
Jordan Syatt - How to Build Your Own Successful Online Fitness Business
With this presentation, we kick off a new CSP Fall Seminar tradition: bringing back an accomplished former CSP intern to present from his/her realm of expertise. We're excited to have Jordan back for a no-nonsense open dialogue in which he fields your individual questions and outlines everything you need to know to make a name for yourself in the fitness industry while helping thousands of people all over the world.
**Bonus 3:00PM Saturday Session**
Frank Duffy w/Andrew Zomberg -- A New Approach to Mobility and Injury Prevention
It is important to understand the difference between functional mobility and flexibility in order to help maximize your movement capabilities. In this interactive presentation, Frank will demonstrate the protocols he implements in improving his CSP Strength Campers' movement quality for long-term success.
Location:
Cressey Sports Performance
577 Main St.
Suite 310
Hudson, MA 01749
Cost:
Regular Rate – Early Bird $129.99, Regular $149.99 Student Rate – Early Bird $99.99, Regular $129.99
The early bird registration deadline is September 22.
Date/Time:
Sunday, October 22, 2017
Registration 8:30AM
Seminar 9AM-5PM
**Bonus session Saturday, October 21 at 3:00pm.
Continuing Education
0.8 National Strength and Conditioning Association CEUs (eight contact hours) Pending (each of the previous five CSP fall seminars have been approved)
We’re really excited about this event, and would love to have you join us! However, space is limited and most seminars we’ve hosted in the past have sold out quickly, so don’t delay on signing up!
If you have additional questions, please direct them to cspmass@gmail.com. Looking forward to seeing you there!
PS - If you're looking for hotel information, The Extended Stay America in Marlborough, MA offers our clients a heavily discounted nightly rate of just under $65.00. Just mention "Cressey" during the booking process in order to secure the discount. Their booking phone number is 508-490-9911.
When we are changing diapers, my 2-year-old daughters always request the ones with "Big Bird" on them. The images on the diaper don't change how effective it is at doing its job, of course.
And, if the paper towels don't have a picture of Olaf from "Frozen" on them, a temper tantrum might very well occur - even if any regular ol' paper towel would get the job done just as well.
They adore the Mickey Mouse sippy cups my mother bought them even though they aren't any better at delivering the beverage than a generic cup.
All of these are perfect examples of Brandscaping, a concept to which I was introduced by Andrew Davis in his outstanding book by the same name.
In its simplest form, brandscaping is an approach to developing partnerships with other brands who also cater to your target market. Davis spends considerable time discussing how Tony Bennett's resurgence in the past decade has a lot to do with joint ventures with Lady Gaga and the Muppets; they've modernized his classic approach to create a new synergy.
As an more applicable fitness industry example, Cressey Sports Performance (baseball strength and conditioning) and New Balance (baseball training apparel and shoes) are a great synergistic fit - and it even led to a limited edition training sneaker.
Referrals to and from physical therapists are another example, and the list could go on to include pitching instructors, massage therapists, meal preparation services, and a host of other complementary services. If we look at the classic "here's how you can grow your business," brandscaping is likely the single-best way to grow the "same product, new market" component. Your brandscaping partner recognizes your specific expertise/offering and brings new folks to it. You, in turn, do the same for them. Everybody wins.
Unfortunately, though, a lot of fitness professionals get in their own way and "obstruct" opportunities for brandscaping. A big mistake is definitely trying to be everything to everyone. If you're training everyone from cardiac rehab patients, to fitness competitors, to basketball players, to powerlifters, chances are that potential partners are going to struggle to see the specific realm in which you'd be a good partner. When you have a really broad collection of offerings, it's a challenge to market to them. The cardiac rehab patients might hate the internet, the fitness competitors love Instagram, the basketball players are on Twitter, and the powerlifters are on Facebook.
Moreover, some fitness professionals mismanage their web presence, even if they have a specific, marketable niche. As an example, if you train high school athletes, but a huge majority of your social media posts are about beer and partying, that's going to be a huge turnoff to their parents (who pay the bills). And, if you're a rockstar when it comes to training middle aged corporate executives, they're likely going to be turned off if all your social media content is shirtless photos of you from your recreational bodybuilding hobby.
In wrapping up, there are really three huge takeaways for you as you try to grow your business.
First, someone else has your ideal customers. Think about how you can partner with them in a mutually benefical relationship.
Second, your ideal customers or brandscaping partners might not be able to appreciate how good a cross-referral or co-banding relationship with you could be because you keep getting in your way. Think about the image you're creating publicly for your business or brand.
Third, don't let your two-year-old daughters boss you around like mine do to me.
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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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