Five months ago, I wrote an article called How to Find Your Fitness Niche – and it was one of the more popular posts in my site’s history. I realized after writing it, though, that I never bothered to talk about how I developed the niche I was in once I discovered it.
If you didn’t read the original installment, definitely check it out now. However, as a brief background, about 80-85% of our clients at Cressey Performance are baseball players. This past off-season, we had 44 professional players travel from all over the country to train in snowy Hudson, MA. So, you could say that my dream “niche” came true. Here are some of the strategies we employed along the way.
1. Don’t go for the big fish right away.
People are always blown away when I tell them that I started out with training high school baseball players, not big leaguers. That’s the truth, though; a few younger guys got great results, won a state championship, earned D1 scholarships, and – in the case of one – received state player of the year honors. My phone started ringing off the hook when some of those results were featured in the Boston Globe.
Eventually, the high school clientele grew to include more college guys and, in turn, pro guys. Once you have a few pro guys and you get results with them, they tell their buddies – and their agents and teams also have more guys to send your way. Then, all the younger athletes see professional athletes training at our facility and it reaffirms in their mind that Cressey Performance is the place to be. If a professional baseball player travels all the way across the country to train here, why wouldn’t they be willing to travel ten minutes? You wind up with a big circle that continuously grows.
What doesn’t work is just shooting for the “red carpet” clients right off the bat. Don’t expect to just be able to call your local professional sports team or some big time agent and “wow” them with a 15-second elevator pitch to get their best players to train with you. The truth is that you probably won’t even get a call back. It’s not my niche, but it works the same with celebrities, TV personalities, politicians, or anyone else who lives their lives knowing that everyone wants a piece of them. Be patient and fish in the river for a bit before you head out to catch the big fish in open waters.
2. Start locally.
Before you can be a national expert, you have to be a local expert. Training my local guys got me motivated to research and write more in the baseball realm. That gave rise to more guys traveling from out of state to train with us.
3. Remember that expertise is perceived differently.
Some perceive expertise as telling them what to do so that all the guesswork is taken out of the equation. They might think you are annoying or clueless if you try to tell them the “why” behind everything you do.
Others perceive expertise as your ability to justify everything that you do. They might think you’re incompetent if you tell them to “just trust you” because you “know” the program will work, or if you’re simply at a loss for words when they ask you to explain the “why” behind your training approach.
Some want to see you coach athletes to be confident in your abilities, and others just want to sit down with you and ask questions to verify your competence. Others might want to see you present at a seminar. Some want to read your writing, and others want to ask current clients about their experiences with you.
The point is that you have to be versatile and multi-faceted in the way that you present your expertise. I can rattle off research and tell guys why we’re doing stuff, or I can skip the science mumbo-jumbo and replace it with loud music and attitude. People are welcome to watch me coach, ask me questions, read my writing (online and the stuff that is framed in the office), view seminars I’ve given, check out flyers in the office, and speak to our clients. We make “perceiving expertise” easier for them.
4. Good will doesn’t run out – and costs nothing to give. Cultivate relationships.
At the end of the day, success in your niche isn’t about making up flyers or some other advertising tactic; it’s about overdelivering relative to clients’ expectations and creating genuinely positive relationships with people. We haven’t spent a penny on advertising since we opened in 2007 – but we’ve made a lot of friends along the way.
5. Remember that impressionable young minds ultimately become opinion leaders.
This is a cool year for us because it’s the first class of guys that we’ve seen all the way through high school. In other words, some kids I started training when they were in eighth grade are now seniors in high school with college baseball scholarships. They might not have been big referral sources when they were 14 years old, but as more accomplished 17-18 year-olds to whom underclassmen look up, they are huge opinion leaders who refer us a lot of business. Likewise, we’ve gotten to know their families well over the years, so the referrals don’t just come from the kids; they also come from the parents.
Tim Collins was the second professional baseball player I ever trained. He was a free agent signing out of high school in 2007 – and at the time, he was 18 years old, 5-5, 130 pounds soaking wet, and topping out at 82-83mph. Tim just wrapped up his fourth off-season with us and stands an outstanding chance of making the opening day roster for the Kansas City Royals after putting up some of the best numbers in minor league baseball over the past few years. He’s now 170 pounds, throws in the mid-90s, and has a ~39-inch vertical jump.
In the fall of 2007, Tim was as much of a longshot in professional baseball as you could have possibly imagined: undersized, underpaid, and undrafted. Now, he’s on the big league radar screen – and along that journey, he’s generated an enormous amount of publicity for Cressey Performance and referred several of his teammates our way.
6. Research like crazy.
If you are going to be the expert, it’s your job to know everything you possibly can about your niche. Being smart is never a bad thing; you need to be on the cutting-edge.
7. Adapt.
Whether you are training fat loss clients, pregnant women, senior citizens, or MMA fighters, we are in a dynamic field where things change daily. New research comes out and better ways of doing things are constantly being discovered. If you’re going to be the “go-to” expert, it’s not just good enough to learn new things; you have to be able to effectively integrate them in your existing philosophy. It’s no good learning something if you aren’t going to use it – and let’s face it: change is hard. Find a way to make it easy.
8. Don’t try to replicate yourself; complement yourself.
The single-worst thing I could have done in developing my baseball niche was hiring someone to be like me. Conversely, the best thing I can do is surround myself with people who have skill sets that complement mine so that we can together offer a more comprehensive product to our niche.
With that in mind, at CP, we have a pitching coordinator, nutrition director, massage therapist, and chiropractor on hand. My business partner handles all the billing, scheduling, and other office tasks. We have a cafeteria in the building to help out with nutrition needs. All these people do their thing so that I can leverage my abilities, which allows us to best serve our niche.
9. Don’t force it.
This one will be brief: you have to enjoy what you’re doing in order to be good at it.
I don’t care what sounds profitable or what your spouse or buddies tell you you’d be good at; it has to appeal to you on a level far more important than financial gain.
10. Success is about what you’re doing right, not what others are doing wrong.
Because we’re so focused on our niche, I have never really paid any attention to what surrounding training facilities are doing simply because I don’t view them as competition. However, that doesn’t mean that I’m not asked about them all the time – almost as if people are trying to bait me into talking poorly about industry colleagues. My policy is strict and straightforward: stay positive and never speak poorly of your competition.
I will gladly talk about what I feel we do well and how this distinguishes us from the industry “norm,” but it’s not my place to comment on what others are doing. Speaking poorly about others only makes you look jealous and petty. And, frankly, this time and effort is much better spent looking in the mirror to determine how you can make your own offerings better.
Closing Thoughts
Surely, these are just a few of the many factors involved in turning a fitness niche from a dream into a reality. And, I’m sure we can all learn from one another. In the comments section, I’d love to hear what your fitness niche is and what strategies you’ve employed to get to where you are.
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Here are a few good reads to check out this week:
15 Muscle Building Tips at a Restaurant - I came across this article by Vince Delmonte on how to maintain a healthy eating schedule even when you're eating out. This is a place where a lot of people fail, so I think it's an excellent article for folks to read as a reminder.
Small in Stature, Royals Pitcher Tim Collins a Force on the Hill - Here's piece at MLB.com on Cressey Performance athlete and Kansas City Royals pitcher Tim Collins. I've been training Tim since he was 18 years old, and he's got a tremendous story.
Scalenes: Breathing and the Thoracic Spine - This is an excellent post from Patrick Ward on how aberrant breathing patterns can markedly influence upper extremity function.
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Today, we've got a follow-up of my blog from late last week, Rehab=Training, Training=Rehab: Top 10 Takeaways - Part 1. This mini-series highlights some of the key takeaways from Charlie Weingroff's great new DVD set, which is on sale at an introductory price through midnight tonight only. We pick up today with #6.
6. I’ve written a lot in the past about why a hip internal rotation deficit (HIRD) is a huge problem in both athletes and the general population. Weingroff raises an interesting point in discussing the “Hip Internal Rotation Paradox” that I’d never really considered – probably because nowadays, I really don’t train as many female athletes where we see valgus-initiated knee and lower leg injuries. In this population, we see lower extremity pathologies largely because a lot of females can’t control femoral/tibial internal rotation and pronation at the subtalar joint (left side in the photo below).
The casual observer to kinesiology might say that a good way to prevent these injuries would be to make sure that athletes have insufficient internal rotation and pronation; if you can’t hit a dangerous end-range, then you can’t tear anything nearly as easily. Hooray for HIRD then, right? Wrong.
The problem with this thought process, though, is that it doesn’t appreciate that the hip DOES need full internal rotation for proprioception. As Charlie puts it, the hip “needs to know it to prevent it.” If we don’t have adequate proprioception, we can’t get the hip external rotators to turn on to prevent it from becoming excessive. This is really true of all joints; we must have full mobility so that the mechanoreceptors can tell the brain that a joint can go from point A to point B. Otherwise, we can’t stabilize naturally and reflexively.
7. Weingroff reaffirmed a great assertion that I remember Bill Hartman making a year or two ago: you only need stability in the presence of mobility. In other words, “functional” mobility is not just about being capable of adequate stability in wild excursions of joint range of motion – unless that’s what your functional demands are. In other words, a powerlifter, gymnast, and baseball pitcher would all have different “optimal mobility” schemes, and even within these populations, you’d see different needs for different folks based on body type and the specific activity in question.
This also can influence our training programs. While exactly simulating the sporting movement will only lead to overuse without enhancing functional mobility, working to improve stability in similar joint alignments and ranges of motion can still have a favorable carryover. This came to mind the other day when Kansas City Royals prospect Tim Collins was doing some core work at the facility; you just have to consider the movement alongside his functional demands.
8. Charlie also cited some more up-to-date research that shows that problem with lateral knee pain is usually too much femoral internal rotation during closed chain movements (e.g., squatting, lunging), not too much lateral patellar tracking. So, you think the hundreds of thousands of lateral release surgeries that have been performed in the last decade were a good idea? A lot of people could have gotten their issues under control the right way by getting the hip under control – because the patella was already where it was supposed to be.
9. I liked the way that Weingroff broke corrective exercise down into three categories: isolated, integrated, and functional movement.
Isolated work might include manual therapy (massage or joint mobilizations) or stretching. Essentially, this category consists of interventions where the client/patient has little to no active participation (foam rolling would technically be a mild exception, as the client has to actively reposition his/her body for this soft tissue work). Effectively, these modalities get the ball rolling on undoing a dysfunction that won’t clear up with gross movement because the individual with the problem will simply go to the path of least resistance and feed into that dysfunction.
Integrated work is aimed at tying this new mobility with the core – whether it’s with a more comprehensive mobility drill or stabilization exercise. Many people can benefit from going directly to integrated work; examples include someone who has always trained on machines, or someone who sits at a desk all day; they simply need to move).
Functional movement is the third piece of the puzzle and involves tying the upper and/or lower extremity to the core. This is the fun stuff.
10. There is a difference between functional movement and functional exercise. This might seem like wordplay, but in reality, it’s an important differentiation to make.
Charlie cited the example of a baby going into lumbar flexion when squatting down. It’s a range-of-motion that a child should have and utilize in normal development and day-to-day living. That doesn’t, however, mean that it’s a good idea to put 405 on your back and squat through lumbar flexion.
That wraps up my not-so-quick recap of Rehab=Training, Training=Rehab. To be honest, I could have written another dozen blog posts just like this on all the other stuff – both “big picture” points and finer subtleties – that I picked up from Charlie’s presentation. That, however, is best left to Charlie – which is why I’d strongly encourage you to pick up a copy of the DVD set yourself, especially since it is on sale at the introductory price ($50 off) through Monday 12/20 at midnight. You won’t regret it:
Rehab=Training, Training=Rehab
I received a few separate emails this week from folks wondering how I plan our guys' off-season throwing programs to include everything from long toss, to weighted baseballs, to mound work.
Most people expect to be handed a simple throwing program - as one might receive with an interval throwing program following rehabilitation. The truth is that there isn't a single throwing program that I give to all our guys; rather, each is designed with the athlete's unique needs and circumstances taken into consideration.
With that in mind, I thought I'd outline some of the factors we consider when creating a throwing program for our professional baseball pitchers (many of these principles can also be applied to younger throwers):
1. Where they struggle on the mound (poor control, poor velocity, lack of athleticism, etc.)
2. Whether I want them using weighted balls in addition to long toss and bullpens or not
3. How many innings they threw the previous year (the more they throw, the later they start)
4. Whether they are going to big league or minor league spring training (we have minor league guys an additional 2-3 weeks)
5. How much "risk" we're willing to take with their throwing program (we'd be more aggressive with a 40th rounder than a big leaguer or first rounder; here is a detailed write-up on that front)
6. Whether they are a starter or reliever (relievers can start earlier because they've had fewer innings in the previous year)
7. What organization they are in (certain teams expect a LOT when guys show up, whereas others assume guys did very little throwing in the off-season and then hold them back when they arrive in spring training)
8. Whether guys play winter ball, Arizona Fall League, Team USA/Pan-American games, or go to instructionals
9. Whether they are big leaguers (season ends the last week in September, at the earliest) or minor leaguers (ends the first week in September)
10. What each guy tells you about his throwing history and how his arm feels. Any pitcher can always tell you more than you can ever accurately assume - so you just have to be willing to listen to him.
Here are a few general rules of thumb:
1. Most throwing programs from professional organizations don't have their pitchers playing catch until January 1 - and I think this is WAY too late to give pitchers adequate time to develop arm speed and durability in the off-season.
2. Relievers start earlier than starters (we are starting our relief pitchers three weeks ahead of our starters this year, on average).
3. Medicine ball volume comes down and throwing volume goes up.
4. Most of our guys who don't go to instructionals, winter ball, the fall league, or Team USA start in November. Starters are generally right around Thanksgiving among minor leaguers, with some relievers a bit earlier. Big league guys don't start throwing until mid- to late-December or even January 1.
This is just the tip of the iceberg, but hopefully it gives you some insight into some of what goes through my mind as we work to increase throwing velocity and arm health.
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1. In today's big news, I simply want to tell you to be on the lookout for a HUGE week here at EricCressey.com.
First, we're going to be having some awesome content in conjunction with the launch of my new product, Show and Go: High Performance Training to Look, Feel, and Move Better.
Expect some awesome video content and more details about the product over the next week - but if you want to see it, you need to make sure that you are signed up for my newsletter. If you haven't already done so, you can subscribe using the following opt-in form (which will also get you access to a sweet deadlifting tutorial):
Along these same lines, the new and improved EricCressey.com will be debuting alongside the launch of Show and Go on the 20th. It will blow our current set-up out of the water.
2. I'm going to be relatively brief today, as I'm headed down to Reebok's corporate headquarters in Canton, MA this morning to film some videos on the needs and benefits of strength and conditioning. I've been down there a few times with some of our pro guys who have endorsement deals when they've shopped in the athlete/employee store, and the entire "campus" is pretty darn impressive:
3. The good folks at Men's Health tracked me down for an on-the-fly video tutorial in the lobby at Perform Better in Providence back in June, and the video is now available online. It goes through a few example of thoracic and glenohumeral joint mobility drills we use with our athletes. A special thanks goes out to CP intern Dave Rak for his help in demonstrating this while I was coaching it.
You can find more drills like these (and the rationale for them) on our Optimal Shoulder Performance DVD set.
4. While this article isn't as shocking to those of us in the fitness industry who are appalled at the ridiculously low standards our industry has set for allowing someone to become a personal trainer, I'm sure it was to the general public who read it. And, it's very well written. Check it out: For a Price, Area Firm Certifies the Novice as a Fitness Expert. Sad, but true.
5. My fiancee and I have a minor league pitcher staying with us for a week while he's in town to get evaluated and do some training on a post-rehab stint. He'll head back to his hometown through the end of the year, and then come back to train with us for the nine weeks leading up to spring training.
On Thursday night, we were watching the NFL season opening in my living room - and I was writing programs on my laptop. He commented something along the lines of "Damn, you really do work all day, don't you?" As I thought about it, I guess I really do. I'm usually up at 6AM to make breakfast and see my fiancee before she heads off to work, and then I go right to writing/consulting work up through about 10:15AM, when I head over to the facility, get in my lift, and then coach from 12PM to 6PM or so. Then, it's back home - often to do more programming, answer emails, and - right now - finish up this new project.
He asked me what my ultimate career goal was, and I told him that it essentially amounted to doing my writing in the morning, and then coaching my pro/college guys during the day, and then 1-2 hours of high school guys right after school. He looks at me and goes, "That's still a nine-hour day, man!"
As you can probably tell, I'm not particularly good about shutting things down. The reason is really simple: I love what I do. I still need to get better at turning it off more often, though!
6. On a related note, our pro baseball off-season is in full swing now. I did one evaluation on Wednesday and three on Thursday - on top of the guys who have already started up (or are working off some of our programs elsewhere in the country before they come up). It should be a great crew of guys getting after it, and we're all really excited about what the next six months has in store for us. Thus far, the most entertaining moment has been Royals' prospect Tim Collins' triumphant return to Cressey Performance - where he walked around the gym and high-fived all 20 or so clients (even the ones he didn't know) who were in the facility at the time.
7. Our boy is back - and the offer to train for free at CP still stands for him!
I know a lot of professional (and college/high school) baseball players read this website on a daily basis, so I figured that with just about one month left in this year's minor league season, I'd report this article from last October. I think it is a must-read for any professional baseball player, based on my years of experience training guys in this population. Check it out: The Biggest Mistake Pro Baseball Players Make.
"In a day and age when you read, daily, about players taking 'shortcuts' and trying to find the quickest way to 'get good,' if you understand anything about the human body and professional sports you know neither of those applies. Eric Cressey is as cutting edge as anyone out there when it comes to throwing a baseball. His insight into not only the bio-mechanics of the action, but in understanding that the kinetic chain is about engaging the entire body and his position specific workouts are far ahead of their time. He also has great insight into the lives we live as professionals and knows that while nutrition is the foundation of any good athlete, there are ways to be healthy, and stay healthy. No matter if you're traveling from Motel 6 to Motel 6 in the NY Penn League, or on charter flights around the AL East, this guy is as good as they come.""In addition to being one of the smartest minds on the planet he's as good a person as he is a trainer, if not better. I couldn't recommend anyone more highly than Eric if you are truly serious about tapping into potential you never knew you had, or pushing yourself to places you never knew you could go."Curt Schilling
Member of the 2001, 2004 and 2007 World Champion Diamondbacks and Red Sox
1. Mike Reinold polled some of the best in the world of manual therapy, physical therapy, and strength and conditioning (plus a schmuck named "Cressey") to ask for their best career advice for students and young professionals in our fields. Here is the post that emerged; it came out really well - and actually serves as an awesome adjunct to yesterday's advice on starting out in the fitness industry.
2. I'm pumped to report that my advanced copy of Gray Cook's new book, Movement, arrived yesterday. I'm digging in to it tonight. You can pre-order your own HERE.
Gray's been talking about this book (and working on it) for years now, and there is no doubt in my mind that he won't disappoint. I'm really looking forward to it.
3. Here's a link to an interview with Cressey Performance and Lincoln-Sudbury athlete Adam Ravenelle, who is committed to play baseball at Vanderbilt:
Player Perspective: Adam Ravenelle
The thing I like the most about this interview is the fact that Adam emphasized the importance of in-season training and how valuable it is to young pitchers. You'd be amazed at how many guys work their butts off in the off-season and show up to the start of the season strong...only to skip their lifting and flexibility work for the next 6-8 months. It's one step forward, and one step back - but not for guys like Adam who "get it." "Rav" has gained over 50 pounds with us since 2007 while going from the high 70s to low 90mph range - and having an open-minded and dedicated attitude toward in-season training has been a big part of it.
3. Speaking of throwing the baseball faster, Haag et al. found that pre-throwing static stretching did not negatively affect baseball pitching velocity. This is pretty significant, as many modern coaches generally encourage players to universally avoid static stretching right before training and competition for fear of reductions in power output (that research horse has been beaten to death).
Personally, though, I've always felt that it was really valuable to stretch the throwing shoulder in the majority of our pitchers before they threw (the exceptions being the ones with crazy laxity). Typically, we stretch guys (or encourage them to stretch themselves) into shoulder internal rotation and flexion. It's safe to assume that getting range in their directions is going to not only minimize the effect of the peel-back mechanism for SLAP lesions at lay-back, but also enable them to have a longer, smoother deceleration arc.
While more research is definitely warranted, my hunch is that static stretching is less "inhibitory" in the upper body than the lower body because the upper body deals with predominantly open-chain motion, and is therefore more heavily reliant on mobility than stability.
5. Last, but certainly not least, here's a quick article about CP athlete Tim Collins, who was traded for the second time in three weeks, this time to the Royals.
Related PostsThe Importance of Strength and Conditioning for High School Baseball PlayersThe Lucky 13: Cressey's Top Reading RecommendationsEnter your email below to subscribe to our FREE newsletter:
I don't know if there is something in the water that the reporters around the country (and particularly the Massachusetts sports scene) have been drinking, but Cressey Performance's Elite Baseball Development Program has gotten a lot of love in the news this weekend.
Last week, CP athlete Tim Collins was part of a blockbuster trade, as he went from the Toronto Blue Jays to the Atlanta Braves. Tim didn't disappoint in his debut, striking out five batters in two innings pitched without allowing a walk, hit, or run. In a recent posting about Collins in the Atlanta-Journal Constitution, beat writer David O'Brien wrote the following:
"I asked [Braves Manager] Bobby Cox if he knew anything about him, and Cox started talking about seeing video of him. Said he's extremely athletic, a muscular little guy who's real aggressive. Apparently the video showed him pitching and also working out, because he made quite an impression on Cox and others with the workout portion."
Apparently, Bobby Cox is quite a fan of the EricCressey.com and Cressey Performance YouTube pages. Hello, Bobby!
Saturday night, CP athlete Kevin Youkilis had the game-tying and game winning RBIs for the Red Sox in a come-from-behind win at home against the Rangers.
These features were followed shortly by another one - this time on a talented pitching prospect from Worcester, MA, Louisville pitcher Keith Landers. The Worcester Telegram just did this feature on Keith and the training he started up about eight weeks ago at Cressey Performance as he works his way back from a shoulder surgery.
Finally, here's a blog post from ESPN.com's Brendan Hall that features a boatload of CP studs who have had great summer showings: Tyler Beede, Adam Ravenelle, Carl Anderson, Barrett O'Neill, John Gorman, Jordan Cote, Ben Smith, Matt Luppi, AJ Zarozny, and David St. Lawrence.
Though a somewhat "normal" day at the gym, yesterday marked Cressey Performance's three-year anniversary.
While my business partner's blog post yesterday did an excellent job of doling out "thank yous" to a lot of the important people who have been so involved in our success - from clients to parents, coaches, interns, and significant others - I wanted to add my own two cents on the matter today. More than anything, I really wanted to highlight a sentence that illustrates what makes me the most proud about where CP has been, where it is, and where it's going.
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).
I was exhausted and stressed - but absolutely, positively, "living the dream" that I'd always wanted.
To make matters a bit more interesting, I had just started dating a great girl (now my fiancee) who I really had a good feeling was "the one" after about three months. The work days, however, were insanely long and I was worried that I'd screw up a good thing by not spending enough time with her.
Every business development coach out there would have seen a "simple" answer to all my problems: stop training people in person. Just write, consult, make DVDs, and give seminars. It would have cut my hours by 80% and still allowed me to earn a pretty good living - and enjoy plenty of free time. There was a huge problem with that, though; as Chris wrote, it wouldn't "fulfill me personally, be fun, help a lot of people, and build and be in line with my current brand and brand equity." I like doing evaluations, writing programs, coaching, sweating, training with my guys, cranking up the music, helping people get to where they want to be, collaborating with and learning from other professionals, and watching my athletes compete - whether it's at some high school field or at Fenway Park. Giving that up wasn't an option; I guess I'd have just been a crappy business coaching client, as I would have been stubborn as an ass on giving that up.
Fortunately for me, Pete Dupuis, my roommate from my freshman year of college, had just finished his MBA and was in the midst of a job search. And, during that MBA, he'd started to train with me and packed on a ton of strength and muscle mass - making him realize and truly appreciate the value in what I was doing (especially since he was and is a goalie in a very competitive soccer league). Pete had also met and become friends with a ton of my clients - and taken a genuine interest in my baseball focus, as a lifelong Red Sox fan. Almost daily, Pete would encourage me to do my own thing and let him handle all the business stuff for me.
Simultaneously, Tony Gentilcore was ready for a change of scenery on the work front. Having been Tony's roommate and training partner for almost two years at that point, I knew he was a genuinely great guy, that he'd read everything on my bookshelf, and that he could coach his butt off and "walk the walk." He, too, had met a lot of my clients - so there was continuity from the get-go.
So, on July 13, 2007, Cressey Performance was born. Here is what we started with.
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.
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Here are a few blogs/articles you might want to read over:
A Quick Fix for Painful Push-ups - This one comes from the EricCressey.com archives; I was reminded of it by a reader inquiry yesterday and thought I'd bring it back to the forefront, as it's valuable information.
Adapting Vertical Pulls - Here's an innovative idea from Bill Hartman. I tried it out, and it seems to work pretty well. We'll be experimenting with it more with our new clients with shoulder pain moving forward.
Jays' Odd Couple are a Mound of Trouble - This is a great - and entertaining - article about CP athlete and Blue Jays prospect Tim Collins and his teammate Trystan Magnuson.
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