However, if you look closely, what's going on in the background is possibly more significant.  You'll see a few of my pro baseball guys starting up their sessions with foam rolling and mobility warm-ups.  Most of these guys are just now arriving for their off-season training - as the product is released.  In other words, this video was filmed back in February or so - which tells you that it literally took seven months (an entire professional baseball season) to bring this sucker to market because we spent so much time tinkering with it and trying to make it perfect (and putting a host of people through it as a pilot program over a four-month period).  In a day and age when some folks are kicking out new products each week, you have my word that this is not a fly-by-night operation; we invested a lot of time, thought, and energy into making this something of which we could be really proud.

In honor of the end of the minor league baseball season yesterday, I thought I'd go with a baseball-only theme today for our "Stuff You Should Read." First, though, I thought I'd give you the heads-up that I finally broke down and got a Twitter account, on the recommendation of a few people.  If you're interested in following me, you can do so HERE.

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We've done this for the right reasons, and we've done it the right way.

I read a business development blog post by Chris McCombs the other day where he wrote something that really hit home for me.  When he was talking about how he decides to accept or reject a new project/opportunity, here is one of his guidelines: "Only Take on Projects That Are In Line With My Current Values and Fulfill Me Beyond Just The Money - A project must fulfill me in some way BESIDE just money...too many people spend their life JUST chasing a buck; to me, that's no way to live.  For me, the money must be there, but it should fulfill me personally, be fun, help a lot of people, and build and be in line with my current brand and brand equity." Back in 2007, I had a tough decision to make.  My online consulting business had really taken off, and the Maximum Strength book deal was in the works.  My other products - Magnificent Mobility, The Ultimate Off-Season Training Manual, and Building the Efficient Athlete - were selling well and getting great reviews, and I'd just had a study published in the Journal of Strength and Conditioning Research.  This website was growing exponentially in popularity, and I had just wrapped up my first year on the Perform Better tour - so lots of doors were opening for me on the seminar front to present all over the world - and I could have stayed home and just written all day, every day. I was getting really crunched for time, as I was already training clients 8-13 hours per day, seven days per week, as my in-person clientele had rapidly grown. My phone rang off the hook for about three weeks after Lincoln-Sudbury won a baseball state championship after I'd trained several of their guys, and one of my athletes was named state player of the year.  And, after being featured on the front page of the Boston Globe with a nipple so hard I could cut diamonds, I was in demand as a t-shirt model (okay, not really - but it made for an awesome blog post, The School of Hard Nipples).

Boatloads of renovations and equipment additions later, it wound up looking like this.

Of course, we outgrew and demolished this space after about nine months and moved three miles east to a facility twice the size.  And, we've continued to grow right up to this day; June was our busiest month ever, and July should be busier.  We've got regular weekly clients who come from four states (MA, NH, CT, RI), and in the baseball off-season, I have college and pro guys who come from the likes of OH, AZ, CA, SC, NC, GA, FL, and VA.  And, we had 33 applicants for this summer's internships.

To be very candid, though, I don't consider myself a very good "businessman."  No offense to Pete or Tony, either, but I don't think they even come close to the textbook definition of the word, either.  We just try to be good dudes. "We've done this for the right reasons, and we've done it the right way."

We don't allocate a certain percentage of our monthly revenues to advertising.  In fact, we haven't spent a single penny on advertising - unless you count charitable donations to causes that are of significance to us.

We don't search high and low for new revenue streams to push on our clients.  In fact, if I get one more MonaVie sales pitch, I'm going to suplex whoever delivered it right off our loading dock.  Rather, we bust our butts to set clients up for success in any way possible - and trust that those efforts will lead to referrals and "allegiance" to Cressey Performance.  We ask what they want from us and modify our plans accordingly.  It's what led to us bringing in manual therapy, a pitching cage, and, of course, pitching coach/court jester Matt Blake's timeless antics.

Along those same lines, we don't measure our success based on revenue numbers; we measure it based on client results.  In three years of seeing LOADS of baseball players non-stop, we've only had three arm surgeries: one shoulder and two elbow.  All three were athletes who came to us with existing injuries, and in each case, we kept them afloat as long as we could and trained them through their entire rehabilitation.  I don't want to toot our own horn, but this is a remarkable statistic in a population where over 57% of pitchers suffer some form of shoulder injury during each competitive season - and that doesn't even include  elbows!  And, our statistics don't even count literally dozens of players who have come to us after a doctor has told them they needed surgery, but we've helped them avoid these procedures.  The college scholarships, draft picks, state titles, individual honors, and personal bests in the gym are all fantastic, but I'm most proud of saying that we've dedicated ourselves to keeping athletes healthy so that they can enjoy the sports they love.

The same goes for our non-competitive athlete clients.  The fat loss and strength gains they experience are awesome and quantifiable, but beyond that (and more qualitatively), I love knowing that they're training pain-free and are going to be able to enjoy exercise and reap the benefits of training for a long time.

We don't penny-pinch during our slowest times of the month (late March through mid-May - the high school baseball season).  We see it as an opportunity to do more staff continuing education, renovate the facilities, and get out to watch a lot of baseball and support our athletes.  And, we adjust our hours to open up on Sundays and stay later on weeknights during the baseball season to make it easier for athletes to get in-season training in whenever they can.  If a pitcher wants to come in and get his arm stretched out before or after an outing, he stops by and we do it for him - but don't charge him a penny for it.  It's about setting people up for success.

We don't try to just "factory line" as many clients through our facility as possible with everyone on the same program.  You might walk into CP and see 20 different clients on 20 different programs - because a 16-year old pitcher with crazy congenital laxity is going to have a markedly different set of needs than a 16-year-old linebacker with shoulder mobility so bad that he needs help putting a jacket on.  One program on one dry erase board for hundreds of athletes isn't training; it's babysitting.

Taking this a step further, we don't boot clients out after a certain amount of time.  Clients take as long as needed to complete the day's program. And, when they're done (or before they even begin), loads of our clients spend time hanging out in the office just shooting the breeze and enjoying the environment.  As an example, Toronto Blue Jays Organizational Pitcher of the Year Tim Collins spends a minimum of five hours a day at CP all off-season.

Tim has sold girl scout cookies for the daughter of one of our clients, and he's been our back-up front desk guy when Pete is out of town.  Yesterday, he was back to visit on his all-star break - and he said hello to every client he saw - and remembered them by name.  If you're a 15-year-old up-and-coming baseball pitcher, how cool is it to get that kind of greeting when you walk into the office?  Well, at CP, kids get that greeting from 10-15 pro guys all the time.  And, if they're lucky, they might even get to throw on a bobsled helmet and join these pro guys in a rave to Miley Cyrus, apparently.

At least once a week, I get an email from an up-and-coming coach asking for advice about starting a facility.  When I get these emails, I now think about how Rachel Cosgrove recently mentioned that more than 80% of fitness coaches leave the industry within the first year. In most cases, this happens because these people never should have entered the fitness industry in the first place - because their intentions (money) were all wrong.  They usually leave under the assumption that they could never make a living training people, but in reality, these folks are going to have a hard time making a living in any occupation that requires genuinely caring about what you do and the people with whom you work, and being willing to hang your hat on the results you produce.

As such, the first advice, in a general sense, is obvious: do it for the right reasons, and do it the right way.  Sure, making a living is essential, but only open a facility because it would fulfill you "personally, be fun, help a lot of people, and build and be in line" with who you are and what your values are - which together constitute your "brand." Making the move to start up this business was one of the most daunting decisions I have ever had to make, and all the efforts toward actually getting the business started were equally challenging.  However, in the end, it has been more rewarding both personally and professionally than I could have ever possibly imagined.

Thank you very much to all of you - clients/customers, parents, EricCressey.com readers, seminar attendees, and professional colleagues - for all your support over the past three years.  We couldn't have done it without you - and look forward to many more years of doing things for the right reasons and in the right way.

Last month, though, our guy was feeling a little banged up two Thursdays in a row.  The challenging sprint work on Wednesday was taking too much out of him prior to Thursday's lift.  So, we simply decided to consolidate things a bit more, and drop our sprinting volume a bit.  Here's what this month's schedule looks like: Monday: Movement Training, Lower Body Lift Tuesday: Medicine Ball (68 total throws), Upper Body Lift Wednesday: Easy Flexibility Circuits (recovery-oriented) Thursday: Movement Training, Full-Body Lift Friday: Rotational Medicine Ball Work (66 total throws), Easy Flexibility Circuits (recovery-oriented) Saturday: Overhead Medicine Ball Work (12 total throws), Less Intense Plyos (24 total landings), Full-Body Lift Sunday: Off In this set-up, our CNS-intensive days are Monday, Thursday, and Saturday.  In other words, he's got one less training session per week that's really challenging - and he's seeing great progress without any of the little issues that he noticed last month. This off-season, we will have over 30 professional baseball players.  Some are big leaguers, some are on the cusp of making the big show, and others have a few years of work ahead of them to reach that dream.  No two of them are identical.  Every evaluation is unique.  There are different health histories, different positions on the field, different ages, and different training experience levels.  Every program needs to reflect these differences. This is a great opportunity to talk about the interaction of programming for athletes and training athletes.  Early on in an athlete's career, it's all about training them: teaching techniques, educating them on when to push and when to hold back, and how to progress.  As they get more advanced, they know a lot about this stuff - so the programming gets more challenging as they get more individualized. This is the main tenet upon which we have built our Elite Baseball Development Program at Cressey Performance. While many facilities will just put a program on the board and train a group of individuals off of it, we firmly believe that the real work to make athletes successful goes on behind the scenes when we're reviewing their evaluations, watching videos of them throwing/hitting/sprinting, and compiling a program that's right for them. It's also an observation that led Bill Hartman, Mike Robertson, and I to create Assess and Correct: Breaking Barriers to Unlock Performance.  If you aren't assessing, you're just assuming - and that's a recipe for mediocrity at best.

My perspective on this is that all of these modes of training have an application in building a pitcher capable of throwing the ball 95mph. Obviously, there are some genetic limitations and other factors involved in getting there, but to really optimize the training, I think all of these need to be applied in the right proportions. These proportions would be determined based upon the individual's current makeup (age, weight, relative strength, mechanical understanding, etc...) and their developmental goals, which should be discussed between player and coach to make sure everyone is on the same page and being realistic. A great example of this is the throwing program Eric used last winter for Shawn Haviland, a pitcher in the Oakland A's system that was drafted in the 33rd round in 2008. For Shawn's particular case, he was a player who pitched in the mid-to-high 80's with a good feel for pitching. As Eric wrote previously, as good as this is, late round draft picks do not get a lot of leeway to prove themselves and can be released in the blink of an eye. To give Shawn the best chance to succeed, Eric thought it might make sense to be a little more aggressive with his throwing program in an attempt to boost his velocity. So, aside from the strength training and mobility/flexibility work, throw in some med ball variations, aggressive long toss, a weighted ball program, and some extensive decelerator work and one might think we're playing with fire here. Well, this season Shawn took his velocity from 87-88 to 90-94.

Truth be told, it's one of just a few common mistakes we see, and this could be applied to just about any professional sport; I just chose baseball because it's what I see the most.  Of course, the guys who probably ought to be reading this are the ones who are probably sitting poolside sipping martinis, or cuddling up in their snuggies and then having Mom's homemade pancakes for breakfast at 1PM!

(For the record, I worked really hard to resist the temptation to insert the "In a Snuggie Rap" video here.  Search for it on Youtube, if you're interested.)