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Your name: Phil Gothard

A—Life CoachingOverall written summary on the values you hold dear to you.

The values I hold dear to me now are slightly different than what they were when I originally took the Life Coaching module in-person a few years ago. My heirarchy of values were (listed from most to least important) work/business success, social network, training, education, then leisure activities. I would have to say that now my relationship with my now-fiance, of whom I have had a relationship with for about 3 years (who I own a home with) ranks at the top of that list now, followed by my work/business success. My pursuits as an athlete have taken a backburner, but not in an unhealthy way, but in a realistic ‘return-on-investment regarding time’ kind of way.

In short: my relationships (fiance, friends and family), then my work/business success, and my health all rank as my top 3. Explain the reasoning behind why you believe they are important to you.

My relationships with people give me purpose in life. I have a sense of fulfillment being in a healthy relationship and having a strong connection with someone. As cheesy as it sounds, but she completes me and I couldn’t imagine my life without her. She brings me a lot of joy. My work/business success is important to me because it gives me purpose knowing that I have a positive impact on so many people’s lives. As my business grows and I can hire and train new coaches, I can affect that many more people in a positive way. Especially having been recently exposed to a friend of mine who is also former military who recently took it upon himself to seek out professional help for suicide--so many veterans tend to find themselves in these places of despair, not feeling as though they have any worth. I think it’s a result of having been a part of something so big, so powerful, and so full of purpose and camaraderie, and then going into a civilian job that lacks any semblance of that same purpose. I realized recently that I take for granted the fact that my current line of work leaves no holes unfilled in that sense; I am very fulfilled in all aspects of my life and couldn’t be happier with how things are going for me. I need to be more consciously aware of that, and simultaneously do more on my part to be proactive in reaching out to other vets who clearly have a much harder time finding their purpose outside of the military--but I digress.

Total Coach CCP Level 1: Final Case Study 1

A

byproduct of my passion and drive in my work (but obviously something that needs regular maintenance and attention) is that the better I get at my business and my job, the more comfortable financially I also become (assuming things are run properly--and I have certainly learned a lot in the last 4 years of business!). My health is important to me because I want to be around for a long time in order to do what I’m enjoying doing every day--living my life with purpose with and for my fiance as well as my business community. Staying healthy has to be a priority if I hope to have longevity in this line of work. Create a thorough outline of what this might look like 10 years from now.

I’ll be honest, it’s very difficult for me to look 10 years into the future. I’m barely capable of looking 1-2 years into the future, but I will say that I’ve got better at this in the last couple years.

I would like to be in a position where I essentially coach my coaches exclusively and limit my exposure to individual clients to those that I can pick and choose out of the group; work with the people I feel I do the best at and who also fulfill my needs as a coach, and delegate clients off to subordinates who, for whatever reason, I don’t want or need to work with. This may involve having ownership in a couple of different facilities, but I never want to feel spread too thin (I’ve already been asked on multiple occasions within the last 2 years if I would partner with another facility. I’ve done a good job of setting a good example in my area of operation here, and I’ve been sought out for my partnership because of it), or as though I have little control over things that I think are important regarding how to operate an appropriate facility.

I think it’s also worth noting that, outside of the realm of strength and conditioning, I have also entertained the idea of keeping some other skill sets sharp that I have obtained within the last decade; personal protective services, diplomatic security, etc. This could even turn into something completely new that melds the two areas of expertise that I have experience in: potentially training soldiers, police, fire, etc. how to appropriately train for the potential tasks at hand, how to fuel appropriately for their respective jobs, etc. I feel as though that is a niche that could be filled, since many people in those lines of work have very little understanding on how to go about doing either of those very important components of their jobs.


I

suppose the aforementioned idea is sort of my thought process of not putting all my eggs in one basket, so to speak. Not that I feel incompetent at what I currently do, but that I always enjoy new challenges and it’s sort of in my nature to try new things regularly. I think I would be already pretty great at that particular position, if it were ever to be created. My outline certainly isn’t very thorough, although I do have some idea on directions I can go. I think the situation would dictate how that played out as these potential avenues developed (or failed to develop, for whatever reason). Summary on what you surround yourself with. Does that allow you to spend time on these priorities? HOW you spend time on them?

What I surround myself with: In taking a step back and honestly assessing that question, I would have to say that I surround myself with successful, positive people, and that has absolutely made an impact on my own expectations of myself, others, and my overall success. My fiance is always one to strive for something better and is currently continuing her education to become a nurse practitioner while simultaneously working full time as a nurse. Many of my friends are young professionals who are able to have a relatively healthy balance a vast majority of the time between their professional lives and their ability to relax and enjoy live. So yes, being surrounded by these types of people has absolutely allowed me to do what’s best for me most of the time. They lead by example, and I’d like to think I do as well; I can buckle down and get to work if I need to (I’m definitely not afraid of long hours or challenging tasks), but I can also make time for the important things in life. Having an independent significant other who also needs to wisely budget her time helps with that also--it’s not like one of us is working 14 hour days and the other is screwing around watching TV and drinking 3 nights a week!

How I spend time on them: My schedule is a bit more erratic than Maggie’s just because of the nature of my job. Hers is a bit more set, but she still has flex time with work, so there’s days that are pretty long and others that are short. We tend to coordinate our schedules so that if she has a half day of work that allows her to dedicate the other half to school, I also tend to block off that time to do similar work (admin stuff, program designs, etc). That way we can both stay focused on what we’re doing. I find it’s much harder to stay engaged in what you’re doing if your significant other is free, and it’s tough to not distract the other person when the tables are turned. We try to schedule our time to coincide as much as possible so that when we need to


work, we work, and when we get our respective tasks done, we can enjoy some leisure time together (rather than separately). it works quite well for us!


B—Life

CoachingAreas on the triangle of trust that you need more work on

● Provide a brief explanation of no less than 200 words on why this is the way it is and what things you are doing to improve these areas

Of course everyone can improve every area of this triangle, but I feel as though I have pretty a pretty good ‘value’ associated with each piece.

1. Competency: I will always want to improve my knowledge base, and do so regularly. I am actually very happy with how much I have learned in my 4 years of business and would say that my rate of adaptation as a coach is probably much higher than a lot of other people.

2. Caring: I actually care very much about people’s success, but I would have to say this is where my weakness lies the most out of the three (of which I will absolutely expand on below).

3. Reliability: I would like to think that I’m very reliable. I can’t say that I’m never late for anything, because I do run behind on occasion (and I stress on occasion, because it really doesn’t happen regularly). I would have to say in regards to that fault--and it is a fault, I’m not trying to sugar-coat it--but I would argue that the reason I do occasionally run a bit late is because I’m the kind of guy who is always trying to fill up white space on my calendar, avoid down time, and consolidate appointments. Sure, I could always allot a buffer between everything I do (and I do if it’s appropriate to, and I know it’s recommended in these very modules), but a lot of 15 minute ‘dead spaces’ throughout a day can really waste a lot of time that could better be spent getting something else done. Again, not trying to make excuses or state a case for why I do things the way I do them, but if someone were to say that I was unreliable because of this, I don’t think that’s a fair assessment--I virtually never let appointments slip through the cracks entirely. I am reliable in that sense, just trying to maximize my time!

In regards to the caring portion of the triangle of trust, let me expand a bit: I do, in fact, care very deeply about people and their success. Where I think I have a rather significant chink in my armor is when I sense that either someone is being lazy or that they care about their success less than I care about their success. I


have a hard time with that mindset, I don’t hide my emotions well, and I am a terrible liar. Because of this ‘perfect storm’ of traits, I have definitely pushed people away before from my facility because I don’t do well at pretending like someone did ‘a good job’ if they simply didn’t. I won’t fake it. If I sense someone is being lazy--whether it be intellectually or physically--I have a really hard time not showing that I’m very disgusted with that lack of effort. Like I said, I’ve actually lost clients before because I’ve just simply ‘had it’ with their lack of effort and it resulted in us parting ways professionally. I’m not saying I’ve had some big immature blowup, but I would say that portion of the ‘caring’ aspect of the triangle is a weakness of mine. Not that I don’t care initially, but because I can flip that switch and stop caring if I sense that the client doesn’t care either (if that makes sense!).d


C—Life

CoachingYour AIM.

● Provide a summary of your personal fitness goals for the next 12 months● In this story line, provide a summary of the resources that are required to get this

done

This actually won’t be a very long summary, because my fitness goals are pretty simple. My personal fitness goals are simply to maintain my current function, and I value being strong and competent in my movements (particularly weightlifting and gymnastics stuff, simply for the carry-over into my ability to coach my athletes). I found out about 6 months ago that I have a service-related lung condition called constrictive bronciolitis, so I just don’t do a lot of intense breathing work any more as a result of that. Any aspirations I’ve had of being a competitive athlete are kind of out the window, which is actually ok--I am so much more focused on becoming a better coach and business owner in this field of work than I am a competitor! As I mentioned before, I still want to increase my own competence in movements, particularly complex movements, so as to understand them better for my own athletes, but my goals don’t really stray too far from that.

As far as resources go, besides my own pursuits in continuing education which have an application in both the coaching realm of my job as well as my own pursuits as an athlete, I have been working with a Coach (Jason Leydon from CrossFit Milford) for about 3 years now and I have a good relationship with him. He has done a great job evolving my program design from being CrossFit specific, training for Grid (I attended the Baltimore Pro Days last year), and now simply geared towards function, longevity, and competency in movement.


D—Life CoachingWritten summary and explanation on why consulting (life coaching) is a valuable part of the fitness coaching profession (and for your business)

● This summary will be your own business beliefs as an explanation as to why you do it

● Please make it “yours” and your business’ own● This summary should be directed towards a prospective client that

you will engage with the most - so use the correct terminology based on what you feel is appropriate for these clients

Why Life Coaching?

Over 4 years of business and after working with hundreds of different clients, all of whom have varied drastically in age, size, shape, experience, goals, and experience, the single most important factor in assessing and working with a new client is the ability to effectively communicate and get a few layers in so as to understand what is truly desired from us. This ‘life coaching’ aspect of the business model is a very personal, tailored part of what we offer here at CFD. Everyone is a little different. Some people respond to certain coaching styles, others are turned away by it. Everyone’s individual goal is unique, not to mention it will likely change over time.

What is important to you? What other stressors are in your life BESIDES a workout that might be written on a whiteboard? Will voicing concerns or talking about stressors help you manage them? (HINT: I’m willing to bet it will!)

Having that support infrastructure in place is paramount to facilitating success. Being able to talk to someone who can get at the root of your concerns and allow you to discover your true values. Let us be a part of that process. Fitness is multi-faceted, and put simply is SO MUCH MORE than just showing up and doing a workout. There are so many more hours in a day where life can positively or negatively affect your progress. Let’s pursue your goals from all fronts; schedule a Life Coaching Consultation today!


A—

NutritionFats Table

● In the table, create lists of foods and food items that contain in LARGER percentage the fatty acids mentioned in those columns; this is a handout you will give to prospective clients in the future so ensure you “pretty it up” for your own business logo, etc. for someone else to pick it up, hand out, etc.

● Minimum of 10 foods or food items per list


B—Nutrition5-day food diary of your own - MUST include 2 weekend days and 3 weekdays

● This diary MUST contain a full diary with dates listed● COMPLETE diagnostics - amount of food needs to be precise, listed well, easily

read, etc.● After the diary is done provide a written summary on the EXACT calories per

day, then the EXACT ratios of Fat to Protein to Carb ratios per day - EXACT (these will be analyzed based on your amounts so do not guess)

● Include what format you used to discover the calories contained in each of the foods

Format used for calories and macros: Myfitnesspal Dec 2, 2015 (Wednesday)

5:00am -Pure Whey (SFH protein), 40g (1 ⅓ servings, 147 cal)-Santa Cruz Organic Applesauce, 2 pouches (90 cal)

9:45am -MI-6 from Dietetic Advantage, 56.3g (1 ½ servings, 230 cal)

11:00am-Turkey (Thanksgiving leftovers), 15 oz (435 cal)-Premium Long Grain White Rice, ½ cup dry (340 cal)

2:45pm-Peanut Butter Perfect Foods Bar, 71g (310 cal)-Fit Aid, 12oz (45 cal)

4:45pm-Chicken/Steak double meat burrito bowl from Chipotle (820 cal)

7:30pm-Fresh beet greens, 2 cups (78 cal)-extra virgin olive oil, 2 teaspoons (120 cal)-red wine vinegar, 2 tbsp (4 cal)-beef filet steak 9 oz raw (702 cal)


-

kerrygold butter, 1 tbsp (100 cal)-beets, boiled, 1 cup (75 cal)-light natural mozzarella cheese strings, 2 pieces (100 cal)

End of Day 1Total calories consumed: 3,595 caloriesCarbs, 287g (38%)Fat, 89g (26%)Protein, 278g (36%)

Day 2, 03DEC (Thursday)

Woke up @ 7am and worked out fasted

9am: -MI-6 56.3g (230 cal)

10am: -eggs, 5 whole (350 cal)-venison sausage, 6 oz (329 cal)-steel cut oats, 2 cups (340 cal)-1 tbsp kerrygold butter, 1 tbsp (100 cal)

2:30pm:-burrito bowl, chicken/steak double meat from Chipotle (820 cal)

3:30pm:-Fitaid, 12 oz (45 cal)

8:00pm:-asian chopped salad with dressing, taylor farms, 200g (320 cal)-Chicken breast, 14 oz (620 cal)-Stir-fry vegetables, homemade, 3 cups (180 cals)-bangkok peanut sauce, house of tsang, 1 tbsp (40 cals)

9:00pm-microwave popcorn, trader joe’s, 1 bag (130 cal)

End of Day 2


Total calories: 3,504Carbs, 256g (30%Fat, 130g (34%)Protein, 306g (36%)

Day 3, 05DEC (Friday)

7:00am:-kerrygold butter, 1 tbsp (100 cal)-venison breakfast sausage, 6 oz (329 cal)-coffee, 8 oz (2 cal)-heavy whipping cream, 1 tbsp (50 cal)-frozen mixed fruit from hyvee, 2.2 cups (180 cals)-3 eggs (210 cal)

11:30am:-MI-6 56.3g (230 cal)

1:00pm:-fajitas rancheras, Fiesta Cancun (1008 cal)

4:00pm:-Fit Aid 12 oz (45 cal)

6:00pm:-Fit Aid 12 oz (45 cal)

8:00pm:-Shredded italan beef, homemeade, 2 cups (696 cal)-chicago style italian sandwich mix, 2 tbsp (90 cal)-finley shredded italian cheese .5 cup (180 cal)-ezekiel prohpet’s pocket bread, 3 pieces (300 cals)-hard cider, Crispin, 12 oz (150 cal)

End of Day 3Total Calories: 3616Carbs: 193g (22%)

Fat, 188g (49%)


Protein, 251g (29%)

Day 4, 06DEC (Saturday)

8:00am-3 eggs (210 cal)-heavy whipping cream, 1 tbsp (50 cal)-coffee, 8 oz (2 cal)-butter, kerrygold 1 tbsp (100 cal)-frozen mixed fruit, hyvee, 2.2 cups (180 cal)-Fuel, Whey Protein SFH 45 grams (195 cal)

1:00pm-baked chicken breast 4 oz (184 cal)-baked chicken leg (111 cal)-baked chicken thigh (177 cal)-baked chicken wing (86 cal)-garlic mashed potatoes, 2 servings (456 cal)-Asparagus, boiled .5 cups (20 cal)

4:00pm-Fit aid, 12 oz (45 cal)

7:30pm-beef taco meat, 14 oz (595 cal)-extra large taco shells, old el paso, 4 shells, 148g (720 cal)-tortilla triangles chips, 10 chips, 28g (140 cal)-pace hot picante sauce, 4 tbsp (20 cal)-sour cream, hyvee, 4 tbsp (120 cal)-velveeta cheese, 3 oz (210 cal)-nitro milk stoud, left hand brewing company, 12 oz (185 cal)

End of Day 4Total calories consumed: 3, 806-Carbs 269g (30%)-Fat 171g (42%)-Protein 257g (28%)

Day 5, 07DEC (Sunday)


7:00am-sirloin steak, 8 oz (342 cal)-coffee, 8 oz (2 cal)-3 large egg (210 cal)-butter, kerrygold 1 tbsp (100 cal)-half & half, 2 tbsp (35 cal)-american home fried potatoes, 6 oz (300 cal)

11:00am-chicken breast, 8 oz (354 cal)-stir fried veggies, 1.3 cups cooked (200 cal)-coconut oil, 1.5 tbsp (180 cal)

3:00pm-pulled homemade italian beef, 4 oz (145 cal)-hyvee shredded italian cheese, .2 cup (90 cal)-ezekiel prophet’s pocket bread, 1 bread (100 cal)-boiled beets, 1.5 cup (112 cal)-tortilla triangles chips, mission, 56g-20 chips (280 cal)

7:30pm-tilapia, 8 oz (200 cal)-prime rib, 9 oz (570 cal)-uncle ben’s rice pilaf, 1 cup (210 cal)-broccolli, 1 cup (30 cal)-aladdin sharp cheddar cheese, 2 oz (228 cal)

End of day 5Total calories consumed: 3,689Carbs: 189g (21%)Fat: 183g (46%)Protein: 298g (33%)

C—NutritionRead The Metabolic Diet by Dr. Mauro di Pasquale

● In no less than 1000 words provide a written summary on:


○ The basic idea behind the book○ How you can use methods like this to help a certain audience○ What the positives and negatives of this style of eating and for whom and

what time○ What you learned in relation to the importance of endocrinology on

nutrition○ What you are going to do with this new information and how will you

implement it in body transformation and/or health clients

The basic idea behind the book ‘The Metabolic Diet’ is to educate the reader on how to implement sustainable eating habits that can be adhered to indefinitely and help reach goals, both aesthetic and regarding health metrics. It immediately criticizes the decades-old mainstream thought process of demonizing dietary fats and implementing higher carb amounts—a diet that is not only unsustainable but also very unhealthy and counter-productive towards the achievement of the vast majority of the population’s goals. The idea behind the book is teaching the reader to fuel your body so as to promote good metabolic health and to get the reader thinking in terms of how to accomplish that by not just throwing out a one-size-fits-all template, but instead recognizing the fact that many people are different in so many different ways and the amount and timing of carbohydrates needed in a person’s food profile will vary from person to person. There is good guidance in the book regarding how to go about calibrating what that amount should be (simply put, starting at little-to-no carbs, or essentially a ketogenic diet), and then implementing carbohydrates slowly over time while monitoring your progress. Finding that ‘carb set point’ is the part of the diet that allows you, according to the author, to calibrate it to your unique needs.

I definitely don’t disagree with this concept, and it’s not far from what I already support in terms of helping individuals fix their own food profiles. I think it’s especially useful for people who have poor blood sugar management—timing carbohydrate amounts near periods of activity and/or in the mornings when cortisol levels are higher (or at least should be—again, everyone is different and those differences need to be accounted for!), and teaching the body to be more metabolically flexible in terms of fuel usage. This particular diet definitely advocates a more-or-less fat-dominant fuel preference, and I think that for the vast majority of the population who aren't necessarily trying to maximize performance, it’s totally appropriate. So to more directly answer the question, I think being able to apply this method, particularly to clients who are over-fat or have insulin resistance, would help dramatically in fixing them on a metabolic/hormonal level.


I

would argue that the positives greatly outweigh the negatives, particularly in that it is something that is pretty reasonably easy to implement and stick to over time (especially compared to what many other food profiles may advocate). It’s also good, in my opinion, that it factors in the ability to sort of ‘cheat’ regularly, although I don’t consider it really cheating nor do I think it’s detrimental in most cases. I think for most it would be good on many levels—not only for the argument of having that high carb ‘binge’ to level out cortisol levels but not for so long as to start storing body fat, but also for the mental break that it offers to be able to look forward to that period of enjoying the foods you may be missing during the week. However, I do wonder if that regular ‘hop off the wagon’ would start to get some people to start slipping more and more over time. I can easily see how a person may go from enjoying the weekend evening pizza and some drinks, expanding it to an entire day, expanding it to an entire weekend, and eventually having that ‘binge period’ bleed over into that next Monday or the preceding Thursday, week after week. It seems that it has the potential to go from 90/10 to 60/40! Not to sound like I have no faith in humanity (ok…I think a lot of people who know me know that there’s more than a little truth to that statement sometimes), but I have been in this business long enough to know that if you give someone an inch, they tend to take a mile. From my experience, allowing people a ‘little bit’ of something usually gets exploited; allowing a ‘cheat meal’ can easily turn into the aforementioned cheat weekend. I think some caution needs to be exercised here when implementing it to some people—everyone’s interpretation of a more relaxed period can vary pretty drastically. Granted, the author assures us that the ‘binge’ is accounted for, but I would argue that there are some people who simply need to clean up their diet and sustain those habits for a more prolonged period of time, and a regular relapse to garbage foods is not in their best interest no matter how it’s packaged. However, I must come full-circle with my original point of this paragraph: the positives far outweigh the negatives, and I’m simply pointing out something that can (and likely will, in some people) be exploited if not considered carefully.

The book does a pretty good job of breaking down how different foods have associated hormonal responses when consumed. I think this is more important than most diet plans care to educate the consumers on—starting to correlate what foods do to you and how that affects you, both in ways you can sometimes immediately feel and in others ways which you may not—or at least not right away—is typically a missing part of a person’s relationship with his or her food profile. Having the book lay out the pathology of some foods and some hormonal responses (insulin and growth hormone, and how they can potentially work together, etc.) is so useful and, as stated above, almost always completely brushed over in other diet templates out there. How the author


discusses endocrinology in the body and how foods can have effects in that regard is also useful in a population of people who seem to be getting increasingly less healthy and sick more often, and for whom the food profile needs to be catered accordingly; diabetic or pre-diabetic, heart disease, predispositions to disease as well as triggers, etc.

As far as implementing this diet, it’s not a huge leap from where I’m already at—I don’t currently start as low-carb as the book recommends, particularly in people who are already chronically high in cortisol and stress (I’m actually thinking of a particular client when I type this—I think the vast majority of the population can benefit from the book’s process), but the basic idea behind trying to achieve a state of hormonal and metabolic health and THEN working towards particular goals, such as body composition, is an idea I’ve been behind for around 1-2 years now, or since I’ve learned more about that process anyway. The idea behind calibrating a food profile for a specific individual is also something I completely agree with, and I almost always get immediately annoyed when I hear of a diet template being distributed amongst a population of very different people. Food profiles should be specific—that’s not to say there aren’t some basic principles that stay relatively the same with everyone, but everyone’s needs are different, metabolic rates are different, tolerances, ideal timings, circadian rhythm…the list goes on and on. Only by administering something that can be largely quantified, monitored over time, and then have specific parameters changed over time—all while continuing to quantify and monitor changes—will a food profile ever be specific and ideal for a particular individual. This book does a good job of laying out truths about food and what it does to the body, how your body uses different fuels, and how to start figuring out what macronutrient ratio might work best for you.

I will absolutely continue to use The Metabolic Diet as a reference, as I think it does a great job of laying out how food works, why it is the way it is, and how to implement it with a new client. It’s rare, in my opinion, that a book hits on all three of those main points in a way that satisfies the reader. Good read!


A—

Program DesignFemale volleyball player in high school has patellar tendinitis and is away from playing for 3 months. She needs direction from you on training; she is doing PT/rehab 2x/week alongside the training you are doing.

● Please provide to OPEX a weekly dry land training program for 3 weeks and 4x/week (12 sessions) that you are going to perform with this athlete. These are the 1st 12 sessions you will be together so provide details on:

○ What you have discovered about this injury, how it is caused, who gets it most, the functional physiology behind it?

○ What was the assessment you performed?○ Movements you can and cannot do based on what you have researched

and know based on this injury○ Requirements for the sport and what you can do to help in training for this

young girl

The injury: it’s common in athletes who jump frequently (basketball and volleyball). AKA Jumper’s knee. Simply put, it’s an injury to the tendon connecting your kneecap (patella) to your shinbone. The function is that the patellar tendon works with the muscles at the front of your thigh to extend your knee so you can kick, run and jump (http://www.mayoclinic.org/diseases-conditions/patellar-tendinitis/basics/definition/con-20024441

You can assess the possibility of this being the diagnosis by applying pressure to the front part of the knee, just below the knee cap and experiencing pain. However, I have to say that it would not be the role of a strength and conditioning coach to diagnose anything without being clear that it’s out of your scope of practice and to see a specialist regarding the injury. A doctor may do any of the following to diagnose the injury: x-rays, ultrasound, and/or MRI (Loosely cited from aforementioned article).

Movements you can and cannot do: If diagnosed with patellar tendonitis, the first thing I would do is stop doing lower body stuff altogether. It’s an overuse injury and any sort of impact or flexion/extension of the knee is not going to allow it to heal. Mobilization of the quadricep muscles may help as well, as tight quads can pull on the musculature in the knee causing there to be more stress in that area. A muscular imbalance can also cause the issue, so it could perhaps have to do with the anterior muscles of the leg (quadriceps) being much stronger/tighter than the posterior muscles (hamstrings/glutes). Squatting is very likely a bad idea at the moment, but some bending may be appropriate as long as it’s monitored and cleared by the physician.


Requirements for the sport: Clearly it’s important that the athlete is able to go back to being explosive (jumping, moving/changing directions fast, etc) if she hopes to continue to be a viable player for the team. Immediately, the program design can’t allow any of that stuff. But I would say the goal would be to focus on loosening/mobilization of the quads, try to work on strengthening the posterior chain without causing more harm to the injury, and in the meantime you could work plenty of UB pushing and pulling stuff. it probably wouldn’t be long in the program, assuming it heals appropriately, that one could begin some breathing work as well, on a bike or something. I assume the ‘dry land’ program meant swimming wouldn’t be an option, but that would be a good way to get some good breathing work in without stressing that knee.

Here’s an idea of how this program design would start. I imagine shortly after this part you could start re-implementing some stuff that might use the knee a little, but it’s all very dependent on things. I like erring on the side of caution with injuries for sure…

Monday

A. 10 good morning x 4 sets @ 22x1 tempo

B1. 10 bench press*rest 60 sec

B2. 10/arm DB bent-over row (use bench for support)*rest 1-2 min, x 4 sets

C. foam roll/BB mash quads

Tuesday

A. 10 weighted hip bridges x 4 sets

B1. 10 standing shoulder press*rest 60 sec

B2. 10/arm DB hammer curls*rest 1-2 min, x 4 sets

C. accumulate 3 min/leg in a couch stretch


Wednesday: OFF/PT

Thursday

A. 10 RDL x 4 sets @ 22x1 tempo

B1. 10 DB bench press*rest 60 sec

B2. 10 BB bent-over row*rest 1-2 min, x 4 sets


Friday

A. rev hyper 10-10-10-10

B1. 10 seated DB press*rest 60 sec

B2. 10 BB curls*rest 1-2 min, x 4 sets


Saturday: OFF/PT

Sunday: OFF

Monday

A. 12 good morning x 4 sets @ 22x1 tempo, try to use same weight as last week


B2. 8/arm DB bent-over row (use bench for support)*rest 1-2 min, x 4 sets, build weight from last week



Tuesday





Wednesday: OFF/PT

Thursday





Friday

A. rev hyper 12-12-12-12




Saturday: OFF/PT

Sunday: OFF


Monday

A. 8 good morning x 5 sets @ 22x1 tempo, try to use same weight as last week


B2. 6/arm DB bent-over row (use bench for support)*rest 1-2 min, x 5 sets, build weight from last week


Tuesday





Wednesday: OFF/PT

Thursday






Friday

A. rev hyper 8 x 5 sets




Saturday: OFF/PT

Sunday: OFF


B—Program DesignProvide a written 3x/week training program for 4 weeks showing you understand progression for someone who scores 340# on their DL and 340# on their BS - male/intermediate

● What do these numbers mean when having only 2 of them?● What is your line of thinking in design going forward if balance is a goal for this

person?● What does the training looking like? Fill in ALL gaps theoretically - reps, sets,

rest, tempo MUST be included in all - even in supplementary work.● NO CONDITIONING based work allowed in training, only weight based and

structural work● Provide 12 workouts showing progression

What the numbers mean: It’s clearly an imbalance between the bend and squat ratio. What reason they are off is unknown; I’ve seen this type of imbalance before, and for different reasons. Sometimes it’s due to a previous injury and (at least this is my thought process, I may be wrong) the client’s unwillingness to ‘push things’ to that point and risk another injury. I make this statement based on bar speed on ‘1RM attempts;’ the bar ascended plenty fast with no hitch, but the client felt like it was much heavier and didn’t think it was appropriate to go heavier. It could also be as simple as an underdeveloped posterior chain; nothing to do with injury.

Assuming that it isn’t hindered due to an injury, I would simply prescribe a bend-dominant program design. I would still want to squat, but it wouldn’t take priority over the bends, and I would want to do other movements that might help with posterior chain development in hopes that it would transfer to the deadlift.

If 12 workouts are to be shown with zero conditioning work, then I’ll write 4 weeks of workouts at 3x/week. It might look something like this:

Week 1, Monday

A. Deadlift 10 @ 70% x 4 sets*rest 3 min btw sets

B. Back squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70% x 3 sets (no tempo)*rest 2-3 min btw sets


C1. strict

shoulder press 5-5-5-5*rest 30 sec

C2. strict C2B pull-up 3-3-3-3*rest 60 sec

D. rev hyper 8-8-8-8*rest 2-3 min btw sets

Wednesday

A. Clean pull x3, power clean x 2, clean from floor x1*build to a heavy over 5 sets, no more than 15 min total here

B. Good morning 10 x 3 sets @ 21x1 tempo

C1. Bench press 5-5-5-5*rest 30 sec

C2. DB bent-over row 5-5-5-5*rest 60 sec

Friday

A. Banded DL 5 @ 31x3 @ 50% x 5 sets*rest 3 min btw sets

B. Front squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70% x 3 sets*rest 2-3 min btw sets

C1. push press 5-5-5-5*rest 30 sec

C2. kipping pullups 10-10-10-10*rest 2 min

D. GHD hip extension 8-8-8-8*weight as needed, rest 2-3 min btw sets


Week 2, Monday

A. Deadlift 6-8 @ 75% x 4 sets*rest 3 min btw sets

B. Back squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70% x 2 sets, 5 @ 75% x 2 sets*rest 2-3 min btw sets

C1. strict shoulder press 7-7-7-7*rest 30 sec



Wednesday

A. Clean pull x1, hang power clean x 2, clean from floor x1*build to a heavy over 5 sets, no more than 15 min total here




Friday

A. Banded DL 7 @ 31x3 @ 50% x 4 sets*rest 3 min btw sets

B. Front squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70% x 2 sets, 5 @ 75% x 2 sets*rest 2-3 min btw sets

C1. push press 7-7-7-7


*rest 30 sec



Week 3, Monday


B. Back squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70%, 5 @ 75% x 2 sets, 3 @ 80% x 2 sets*rest 2-3 min btw sets

C1. strict shoulder press 8-8-8-8*rest 30 sec



Wednesday

A. Clean pull x1, hang power clean x 1, power clean x1, clean from floor x1*build to a heavy over 5 sets, no more than 15 min total here




Friday


A. Banded DL 5 @ 31x3 @ 55-60% x 5 sets*rest 3 min btw sets

B. Front squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70%, 5 @ 75% x 2 sets, 3 @ 80% x 3 sets*rest 2-3 min btw sets

C1. push press 8-8-8-8*rest 30 sec



Week 4, Monday


B. Back squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70%, 5 @ 75% x 2 sets, 3 @ 80% x 3 sets, 1 @ 85% x 3 sets*rest 2-3 min btw sets

C1. strict shoulder press 10-10-10*rest 30 sec

C2. strict C2B pull-up 8-8-8*rest 60 sec

D. rev hyper 15-15-15*rest 2-3 min btw sets

Wednesday

A. Clean pull x1, power clean x1*build to a heavy over 5 sets, no more than 15 min total here



C1.

Bench press 10-10-10-10*rest 30 sec


Friday

A. Banded DL 7 @ 31x3 @ 55-60% x 4 sets*rest 3 min btw sets

B. Front squat 5 @ 50% @ 22x1 tempo, 5 @ 60% @ 22x1 tempo, 5 @ 70%, 5 @ 75% x 2 sets, 3 @ 80% x 3 sets, 1 @ 85% x 3 sets*rest 2-3 min btw sets

C1. push press 10-10-10*rest 30 sec

C2. kipping pullups 18-18-18*rest 2 min

D. GHD hip extension 15-15-15*weight as needed, rest 2-3 min btw sets

C—Program DesignProvide 16 “progressive” lactic endurance workouts for a client (female, 2 strict chin ups, BS 200#, BWT 142#, 26 years of age)

● Goal is sport of fitness● 2-3 of these sessions are preferred per week● RX ONLY the workouts, nothing else, make assumptions as needed● There should be a proper mixture of cyclical alone, and mixed work - and

appropriate movements for all mixed work based on assessment notes above

Below is my best guess as to how this might work--having written stuff like this before, I can say that meeting the time domains exactly (especially once you get out into the longer lactate endurance end of the spectrum) is kind of a crap shoot unless you are boring about it and just write a single modality piece (ie: 2 min max distance row, which


is

actually one that I used here). To assume that the time domain will be met exactly with stuff like this is unrealistic. However, I did write out a pretty linear progression, actually starting from that Alactic Endurance end of the spectrum and progressing all the way out to a 4 or so minute time domain. Is someone lactic at :15? Usually not, at least not according to the sheet, and very likely not a female who can only do 2 strict pullups and back squats only 200#. But, I like to start these progressions on that very short, alactic end of the spectrum before progressing through these.

1. 15 sec max effort AD sprint, rest 2:45 x 5 sets. rest 7 min, repeat2. 20 sec max effort AD sprint, rest 3 min, x 5 sets. rest 10 min, repeat3. 30 sec max effort AD sprint, rest 4:30 x 5 sets. Rest 10 min, repeat4. 40 sec max effort AD sprint, rest 5:20 x 5 sets. Rest 10 min, repeat5. 50 sec max effort AD sprint, rest 6 min x 5 sets. Rest 10 min, repeat6. (1:00) :20 AMRAP power clean 65#, :20 AMRAP push press 65#, :20 AMRAP thruster 65#,

rest 5 min x 3 sets. Rest 10 min, repeat 2 more times7. (1:20) :20 AMRAP power clean 65#, :20 AMRAP push press 65#, :20 AMRAP thruster

65#, :20 AB sprint @ max effort, rest 5 min x 5 sets. Rest 15 min, repeat8. (1:30) :30 AMRAP kb swing 55#, :30 AMRAP burpee, :30 AB sprint @ max effort, rest 7 min

x 4 sets, rest 15 min and repeat9. (1:45) :30 AMRAP kb swing 55#, :30 AMRAP burpee, :45 AB sprint @ max effort, rest 7 min

x 4 sets, rest 15 min and repeat10. (2:00) 2 min max distance row, rest 10 min x 3 sets. Rest 20 min, repeat11. 2:15 on clock: 500m row @ max effort, AMRAP lateral burpees over erg in time remaining.

rest 10:45 x 3 sets. Rest 20 min, repeat12. 2:30 -250m row @ max effort, 20 burpees, 250m row @ max effort. Rest 12 min, x 3 sets.

Rest 20 min, repeat13. 2:45 15 kb swing @ 55#, 25 burpees, 15 kb swings, 250m row AFAP. Rest 13 min, x 3 sets.

Rest 20 min, repeat14. 3:00 350m row @ max effort, 20 burpees, 250m row @ max effort, rest 14 min, x 2 sets.

Rest 30 min, x 215. 3:30 1k row @ 100% effort, rest 15 min x2. Rest 30 min, repeat16. 4:00 -21 PC&J @ 65#, 15 burpees, 15 PC&J, 9 burpees, 9 PC&J, 500m row @ max effort.

Rest 15 min, x2 sets. Rest 30 min, repeat

A—AssessmentCreate and post a link to a YouTube video - perform the following on a beginner level client;

● The Sorensen test● The Powell raise test● The push up/FLR test


●●●

The standing lunge test (step ups if needed) Note: For each test show proficiency in description, cues, non-cues, and bedside manner. VIDEOS SHOULD NOT EXCEED 10 MINUTES IN LENGTH

Sorensen test: https://www.youtube.com/watch?v=91a3dlEGV6g&app=desktopPowell Raise test: https://www.youtube.com/watch?v=jewi5zGPmEI&app=desktopPush-up test: https://www.youtube.com/watch?v=HuWo09y1Dcs&app=desktopStanding lunge test: https://www.youtube.com/watch?v=ch1hujOuRpk&app=desktop


B—

AssessmentPerform 10 SSS tests on clients

● Provide scores and pictures of the 10 people you have performed the test on○ These are only with people who are ok with having a before and after

picture taken○ Pictures CAN be included of people with or without shirts on - its up to you

and the client)○ These pictures are proof of the SSS being performed on these individuals

- please have names associated with the pictures and scores for each person attached to those pictures

All measurements given in centimeters


Eric Banwarth

chin: 1 Cheek: .7 Pec: 1.8 Tricep: 2.3 Subscap: 2.5 Midaxilla: 1.4 Illiac: 3 Umbillical: 3.12 Thigh: 1.76 Calf: .8


Zoe Saunders

Chin: 1 Cheek: 1.04 Tricep: 1.34 Subscap: 1.5 Midax: 1.04 Illiac: 1.7 Umbillical: 2.04 Thigh: 2.84 Hamstring: 3.11 Calf: 1.38 (lower body scores had a lot of adhesion between fat and muscle; readings weren’t very accurate and wasn’t a good representation of Zoey carrying fat in her lower extremities.


Dustin Baker

Chin: .6 Cheek: 1.2 Pec: 1.4 Tricep: 2.3 Subscap: 2.5 Midax: 1.4 Illiac: 3 Umbillical: 3.12 Thigh: 1.76 Calf: .8


Sassy Pants Tammi Saunders

Chin: 1.04 Cheek: .84 Tricep: 2.34 Subscap: 1.92 Midax: 1.36 Illiac: 2.46 Umbillical: 2.24 Thigh: 4.24 Hamstring: 2.56 Calf: 2.06

Tammi is another female who has a lot of adhesion in the lower extremities between the fat and muscle tissues. She does tend to carry her weight in her


lower extremities compared to fat storage in her midsection, but the readings weren’t very accurate due to the adhesion.

Lincoln Stewart


Chin: 1.86 Cheek: 1.74 Pec: 2.9 Tricep: 1.1 Subscap: 3.66 Midax: 2.94 Illiac: 2.74 Umbilical: 3.52 Thigh: 1.54 Calf: .76

Lincoln has that similar muscle/fat adhesion on his pec mentioned above with some of my females in the lower extremities, making that particular score not the best representation of his fat storage.


Brooke Michael

Chin: 1.22 Cheek: 1.02 Tricep: 1.7 Subscap: 1.92 Midax: 1.88 Illiac: 3.02 Umbillical: 1.84 Thigh: 1.92 Hamstring: 1.3 Calf: 1.08

Streat ‘I-make-everyone-else-look-fat’ Hoerner


Chin: .42 Cheek: .58 Pec: .48 Tricep: .64 Subscap: 1.04 MIdax: .6 Illiac: .5 Umbillical: .6 Thigh: .84 Calf: .52

Katie Kieffer

Chin: .76 Cheek: .7 Tricep: 1.36 Subscap: .86 Midax: .74 Illiac: 1.62 Umbillical: 1.24 Thigh: 2.04 Hamstring: 2.06 Calf: 1.32


Katie is really lean and yet has that same adhesion in her lower extremities I mentioned before with other females that tends to be pretty common.

Layne Palm


(I

swear he’s not a douchebag; I told him to flex for the camera just to have fun with it)

Chin: .5 Cheek: .92 Pec: .5 Tricep: 1.14 Subscap: 1.16 Midax: .54 Illiac: .74 Umbillical: .88 Thigh: 1.08 Calf: .88


Maggie Miller

Chin: .98 Cheek: .86 Tricep: 1.14 Subscap: 1.08 Midax: 1.12 Illiac: 1.16 Umbillical: 1.74 Thigh: 2.32 Hamstring: 1.72 Calf: 1.64

Maggie has the lower extremity adhesion phenomenon going on with her as mentioned with the other females above.

C—AssessmentPerform one Level 4 work capacity testing on an individual in fitness

● Create a document that shows the name, picture of the person, age, dates of testing, scores, and ALL tests that were performed and why you chose them - there should be NO LESS THAN 10 tests performed as a minimum

● Provide feedback based on the tests of where they sit on the fitness continuum for training going forward based on what you see in the testing


Layne Palm, age 20. 6’ tall, 195#. Dates of testing ranged from 16-28NOV (over 2 weeks).

Back squat: 400(NME test--AMRAP UB @ 30x0 tempo using 85% of BS): 3 repsFront squat: 345 (86%)Deadlift: 455 (113%)PC: 325 (81%)Clean: 315PS: 260 (65%)Snatch: 285Strict press: 205Push press: 290Bench press: 305Weighted pullup: 90

Row testers:500m 1:24, Lactate Power1k 3:10.2 (1:35.1/500m split) Lactate endurance2k 7:03 (1:45.7/500m split) Lactic threshold/aerobic3k 11:03 (1:50.5/500m split) Aerobic5k 18:46 (1:52.6/500m split) Aerobic

Lactate endurance2 min row @ max effort, rest 15 min, x 3 sets (667, 648, 645)

CP battery test3 min AMRAP hang squat clean @ 75% (16 reps)*Rest 3 min3 min AMRAP power clean @ 90% (7 reps)*rest 3 min3 min AMRAP strict pullup (37 reps)*rest 3 min3 min AMRAP strict HSPU (34 reps)

Layne is an athlete I’ve been working with over the last couple years, and we just coincidentally reached the end of an absolute strength and aerobic base building phase, so implementing a broader work capacity test period here was pretty appropriate. I


chose not to do alactic power/endurance stuff, and the shortest lactic test I did was about 1:24 (the 500m row TT), only because the bike I use to measure it on is an assault bike and it counts calories too slow to show much of a difference between a 10 or 20 second sprint. I’m sure based on his essence as an athlete and short-term power output, he would be capable of producing a lot of power in a short time domain, and 10 or 20 seconds isn’t going to affect that (there will be very little if any drop off). There was some drop-off between that 500m row TT versus the 1k TT, which I fully expected.

This is a pretty simple breakdown of data, and I chose all absolute strength, speed strength, and single modality time trials to use as data points whenever possible. I’ve used mixed modal testers before, but I think that these are a little more cut-and-dry on gauging exactly the essence of an athlete. Definitely not saying I don’t like using mixed modal testers, but again, for the purpose of the exercise, sometimes the data alone isn’t enough and there are too many factors that can skew the numbers.

Clearly, based on Layne’s data, he is very explosive in nature. His absolute strength ratios are pretty balanced, but his speed strength numbers compared to his absolute strength numbers are absolutely massive. His athletic history is as a collegiate wrestler. For years he trained as a wrestler and always had to cut weight, so his strength numbers were pretty poor. Once he decided to give up wrestling and pursue training for the sport of fitness (and stopped caring about his weight), he absolutely blew up strength-wise. Because of his ‘essence’ as an athlete, I have found that these ‘types’ of people are typically a bit tougher to predict. Scoring a 3 on the NME test was another indicator among many others that the athlete is very powerful by nature. Training is a bit more erratic than most; some weeks they may feel great and the next they may feel poor. There’s a lot more standard deviation in predicting data than as opposed to someone who is more enduring by nature (I actually work with a female who ran an Iron Man last year; she’s quite opposite of Layne in regards to predictability).

Layne is so much better now at longer aerobic-type workouts than he was about 2 years ago when he started CrossFit. Even with putting on about 30# of muscle, his engine has only continued to build and his work capacity is formidable even at a longer time domain (something he never trained while wrestling). His rate of adaptation is incredible and you can basically throw everything and the kitchen sink at him and he adapts as long as he keeps his food up (which is very high!). I think this is evident in his lactate endurance repeaters he tested. I know he got the dose response from the workout, because i was there when he did it, and he went 100% all-out and left it all on the table from the onset of the test. During the 15 minute recovery periods, he was able to shuttle lactate quite well and recover pretty significantly. The minimal drop-off isn’t a


result of him not going hard, it’s thanks to his huge engine. It’s so counter-intuitive that someone as explosive as Layne was able to hold his distances as well as he did in a test such as this.

The CP battery test did not surprise me in the least, with a clear imbalance between his squatting capacity versus his bending capacity. I mean, just seeing that his power clean is as big as it is and was higher than his full (squat) clean, I could have easily made that assumption. Pretty balanced UB pull vs. push, but an imbalance of bending over squatting. Definitely considered in moving forward in his program design.

There’s a really interesting article written by Evan Peikon (he runs High Performance Athlete, which is a blog that I follow occasionally) titled Powerful Vs. Enduring. (A link to the full article is here: http://hp-athlete.com/2015/05/01/powerful-vs-enduring/) In it, he talks about how he uses ratios from different row time trials to give some insight on what ‘type’ of an athlete a person is, and then some assumptions and generalities about the different types.

I definitely don’t think it’s perfect, but it’s interesting to plug numbers into it sometimes and then figure out why a person might fall into a category and what some of the outliers might mean.

The ratios are as follows:2k:5k1k:2k2k:3k3k:5k

The formula uses the average 500m pace as the data point to use for the calculations, and Evan calls the different scores (or ratios) the Speed Preservation Scores.

Using Layne’s data, he scores as follows:2k:5k = .93871k:2k = .89972k:3k = .95653k:5k = .9813

Which, if you see the classification types in the article, it actually puts him most closely related to a Type G athlete with the outlier being the 1k:2k ratio. It was counter-intuitive


for me to

see an athlete who has such a predisposition of being really explosive actually have a very enduring essence. According to the article, Layne should be the best at longer workouts (20+ minute long aerobic types), but he’s actually not. I don’t think this is the result of some crazy anomaly, I think it has far more to do with the fact that Layne is 20 and doesn’t fully understand energy systems and pacings intricately enough to really maximize his power output on a row tester, especially in a short time domain. Not a perfect formula by any means, but I do, however, think data points like this are interesting sometimes to play with.Going forward: With where we are in the season, we’re doing a lot of mixed modal MAP work and just Opens-style stuff. This part of the season tends to be a little less personalized and more geared toward what we see come up every year. My biggest focus outside of gearing him for the Opens is trying to bring up his absolute strength numbers to balance how explosive he is. We are still hitting sets and reps of power lifts and not really doing as much explosive stuff (or at least not super heavy; more Opens oriented light to moderate weights for volume).

A—Business SystemsRead Great by Choice by Jim Collins

● Provide in no less than 600 words a report based on what you read in the book would be the major hurdles that fitness business owners will encounter and how they can overcome them based on the experiences shared in the book of what makes companies thrive or survive.

The fitness industry is a very competitive market by nature, especially with the increasing number of CrossFit gyms popping up due to the surge in popularity within the last decade. There are definitely a handful of takeaways from the book ‘Great by Choice’ by Jim Collins that are imperative, in my opinion, to keep in mind while organizing, maintaining, and growing a fitness business.

The first hurdle is essentially deciding who you want to be, who your audience is going to be you’re appealing to, and setting some standards. It’s a tempting move to be lulled into always appeasing the masses; always selling yourself out based on what people want (or, more accurately, what people SAY they want, which generally contradicts their true values…but I digress). Be very consistent with your message, your product and be a leader. There is a fine line between accepting constructive criticism from your client base, taking all views into account, and making decisions


based PARTLY on what information is fed to you via your customer base AS WELL AS the other information you are constantly collecting (financial figures, trends, continuing educational pieces, and your own perception on how new ideas being implemented are affecting your business). A good leader will make use of the information given to him/her and make decisions by using all of the information presented to him; a new business owner may, in an attempt to please everyone all the time, take orders from their clients and assume the role of a follower. Especially in the fitness business, you are essentially selling yourself as the product; if people don’t see you as a strong leader who is knowledgable and consistent, but rather as someone who is easily swayed by a few squeaky wheels, you won’t have a very lasting member base.

My point in the previous paragraph is to illustrate how to apply what struct home to me from the book: the three corners of the triangle that are inherently necessary in order to be what the book defines as a 10x business.

Fanatic discipline (ie: the 20-mile march approach): The ability to stay the course when times are tough and keep a minimum number of new members in the door each month (I call this ‘feeding the machine’ in my business: my class schedule is my infrastructure and it’s already set up and has a set overhead operating cost. Whether there are 2 or 20 people in a class, my cost is set; fill the classes!), as well as the ability to not over-reach when it is tempting to grow quickly. This includes not only trying to get a massive influx of people (Groupons, offering lesser rates for big groups in a booth setting, perhaps) and lessening the value of your product, but also premature expansion of your overhead (adding in a bunch of new class times or even moving to a larger facility). Staying consistent in this approach is, in my opinion, imperative, and in my 4 years of owning my business I have failed at both ends of that spectrum and learned from it.

Empiric creativity (fire bullets, then cannonballs): Especially in the fitness industry, new information is being learned at a fast-paced rate, and there are plenty of fads to fall for that quickly rise and fall. Making vast compensations for these quick to rise (and incidentally many times quick-to-fall) trends can not only make you appear very easy to sway in a volatile environment, but also can cost you dearly. For example, if an idea presents itself to start a whole other product, you must start small! Fire a bullet at your new idea, investing a minimal amount of resources as is appropriate to get it off the ground and do it justice. If it seems like a good idea but implementation was off, adjust your fire and fire another bullet. If all the evidence suggests it was a success AND it seems as though it would also work on a larger scale, fire a cannonball. Firing ‘uncalibrated cannonballs,’ as the book refers to it as, is risky and always without reward. I say always because even in the event of a ‘hit,’ it will reinforce the behavior


that

taking big risks without enough empiric evidence to support the move is an acceptable strategy and will statistically lead to another incident with the more likely outcome of a miss.

Productive paranoia (leading above the death line): If there’s one thing I’m good at in my business, it’s this; I’m always concerned about large negative impacts and making sure that I never run things so close that the worst-case scenario will bury me. A lot of business owners have always encouraged me to take more risks; taking out that loan to buy equipment (I frankly don’t NEED), cutting bigger checks, etc. I have never felt comfortable cutting things close, financially or otherwise, and according to the book, 10x companies don’t either. You have to be able to survive in a chaotic, unforgiving environment, event if that means having more cash reserves than you think you’ll need. I’m ok with continuing to implement this one in my personal business!

In closing, there are two big things that I’ve implemented in my own business. One is a SMaC mindset, which stands for Specific, Methodical, and Consistent. Ideas are great, but they always need refinement and careful deliberation, and then, assuming it ‘graduates’ to a state of being worthy enough of implementation, it needs to adhere to the 3 components of SMaC. Also, and very simply (at least the concept of it; doing it can be very consuming), always ask ‘what if.’ Always be thinking of how volatile, outside influence can affect your business. Always be wondering what others are doing, what will work, what will fade, what ideas to implement and which to ignore.

Always adhering to the triangle when applying the SMaC mindset and constantly asking ‘what if’ makes sure that you can control every variable for which you have control, make the best decisions you are able based on the information and time domain you need to take action in, and not be devastated for that which you cannot control. Especially in this industry that is very fast-paced and susceptible to fads and trends, it’s easy to be tempted by appealing to the uninformed, finicky, trendy, uneducated masses and led down a path to a water source that quickly dries up. Applying these principles to your business, daily…HOURLY, is necessary to stay at the cutting edge of the field.


B—Business SystemsProvide no less than 1000 words in a document that covers;

● Your MVCVGP statements● Your DETAILED 1,3 and 5 year plans for PERSONAL and BUSINESS goals in 2

different columns● Your 90 day major goals and projects for you and the business

My MVCVGP

Mission Statement: CrossFit Dubuque’s mission is to operate a facility with honor and integrity that provides a valuable service to better the function, health, and longevity for the members of the community.

Core Values: Integrity and transparency in business. Adaptability and safety in practice. Longevity and dependability for the community.

Mine and CrossFit Dubuque’s 1, 3, and 5 year vision:

1-year: (Business)-All debt completely paid off (well on our way there already).-Have a new class offered to the public in order to offer a new service; expand client base-promote junior coaches into part-time administrator roles; allow me to focus on bigger-picture stuff-continue personal education to help the business -renew CF L-1 cert (unfortunately, it’s time to pay the piper again there!!!)-redesign website--I already have a freelance individual working on this, and it looks incredible so far!-(related to the above point, but expanded) refine my marketing knowledge and strategies. I spend some of 2015 hiring a film crew to shoot lots of video, they are curently done filming and will be putting together promo videos, testimonial videos, etc. that I can release on the (hopefully new) website and social media to promote new business

(Personal)-plan Maggie and I’s wedding--destination in Cancun April 2017-put a new roof on my house this next summer


-

continue to be in a financial surplus every month--saving, slowly but surely!

3-year: (Business)-create an entirely new service to offer to the area. rather than changing what i’m currently doing that many like drastically and risk current members, I’d like to entertain a new program that may appeal to a whole other group of members that would have otherwise never entertained my current services I offer. I have a big facility, why not utilize it as many hours of the day as I can?-be able to completely hand off certain duties to a manager position (apparel, marketing, ‘feeding the machine,’ or getting new members in the door every month).-maintaining my position in the Dubuque area as the premier strength and conditioning facility while simultaneously offering services that appeal to a broader audience.

(Personal)-marry Maggie-to personally have a new stream of income (entertaining some possibilities regarding police/military/fire department personnel training both in strength & conditioning as well as fueling/nutrition. Using renewed certifications to utilize an untapped skill set of mine that has been dormant for a few years: diplomatic security work. -take on a more managerial/overseer role and allowing my subordinate coaches to run more of the show. Allow myself more vacations every year. Coach coaches, rather than run the floor primarily (although I still think it will be important that I have a presence in my community on the floor as a coach).

5-year vision: (business)-either owning the building I’m currently renting, building a new facility, or opening up another location. -using experience to kick off another location/facility with less mistakes as my first venture, all while not spreading myself too thin.-implementing Maggie’s education into my business to potentially go into practice with her (Nurse Practitioner). Leading the way in the area by taking a truly holistic (by the actual definition of the word) approach to health and fitness; assimilating chiropractic, health care, nutrition, and strength and conditioning all under one roof. The key players are already a part of my system, it would just be a matter of constructing the building and making the infrastructure a reality. it would truly be one of a kind in the area and incredibly difficult to duplicate-the above would only continue to set CFD apart from less-qualified competitors and carve our (large) niche into the Dubuque community.


(Personal)-dare I say it? Kids! Wow, I wrote it down so it must be true…-Have all of Maggie’s student loans paid off so our only debt is the house-either have that other stream of income from a line of work separate from owning my current business, or have another location.

90 day major goals and projects

Finish CCP case study. Simply allotting the time every week to knock out the tasks one by one. Estimated effort to complete: 20-30 hours. I tend to do better in big chunks of time rather than a lot of spaced-out sessions. Due date: 3 months (25FEB if I’m not mistaken)

Continue to organize 4-year anniversary party. I will have some assistance from my intern here as well. I will use Eventbrite to sell tickets to the event and have my intern monitor that. Estimated time to complete: 1-2 hours plus occasional maintenance/attention issues (that hopefully can mostly be delegated to intern). Due date: Jan 8th

Organize Athlete Camp in January. Myself and my gymnastic specialist coach who is a former D1 gymnast are running a 1-day athlete camp at my facility January 30th and 31st. It is over 2 days because the 1st day is already sold out, so we opened Sunday up as well for the same thing as a result. A lot of the work has already been done, but part of the syllabus still needs to be gone over between me and John in the meantime. Counting finishing up the syllabus as well as the nicke-and-dime issues that come with signups, questions, and payments, I’d estimate my time remaining would be 3-5 hours. Due date is 30&31 of Jan.

Finalize 2015 tax stuff. I like to knock this out right away in January once the books are closed for the previous year. I have an accountant that I use who protects me from a lot of the hassles that come with the accounting side of things, so once I knock out 4th quarter sales tax stuff (1 of the 3 months are already done), and go over all the other things that go along with closing out the year (end-of-year purchases, bonuses/gifts to coaches since it’s been a great year, mileage, etc), I would estimate that there will be about 4-5 hours total allotted to all of the things it involves. The actual due date obviously isn’t until tax time (April), but I always get it done in January so I have a good idea right away of where I stand. Self-imposed due date: 31 Jan.


Redecorating lobby area: this is definitely aesthetic, but I had re-arranged some stuff and got a new retail rack a while back and am in need to re-doing the lobby area. There are some pictures and things that are in bad positions now, and some empty spaces on the walls that used to be covered. Anyway, it needs to get re-arranged, and it would take probably half of a day to do it (getting hardware, laying it out, etc). estimated time to complete: 4-5 hours. Due date (here’s where doing stuff like this is beneficial!): 16 DEC!

Coordinate competition scheduled for last weekend of April (post-Opens comp). This is a 1-day, 3-person same sex team competition that registration opens for on January 8th. We will be including t-shirts with the registration, so graphic design of the shirt must begin soon so as to have ample time to make them. Registration closes Mar 31st, design must be done NLT Apr 1 so as to turn in final shirt order and count. The program is already largely written, but some refinement will undoubtedly occur between now and then.


C—Business SystemsRead Influence: Science and Practice by Robert Cialdini

● Write a short summary of NO LESS than 800 words of a company that you admire in how they create leads for clients, sell to them, transfer them over to long-term clients.

○ Include in this full details on WHY you think they do this well and what principles of good business practices they use to INFLUENCE people

A company that I have interacted with who does an exceptional job of utilizing many powers of influence and persuasion in order to sell their product is NPE (Net Profit Explosion). Granted, regarding how the company generates leads is something I don’t have a complete grasp on, but I was introduced to them through OPT’s modules a few years ago. I’m sure in the business of running fitness facilities, there are plenty of potential clients to reach out to in order to generate leads—mailings out to any CrossFit gym would be an ideal direction to send a small investment of an informational packet.

Many of the most powerful principles in the book are practiced almost to a T by NPE. The very first thing they do is make the potential client feel obligated to reciprocate a purchase by offering free consultation, advice, and information on how to grow your business. They offer a plan that, if you are not satisfied with the product, will be completely free to you upon meeting some of their seemingly reasonable criteria (you have to actually complete the modules and homework assignments and implement the practices into your business). Seems pretty safe; the worst case scenario is that you’re only out some time, and your business doesn’t grow. By offering free materials and consultation right away (before any exchange of money has occurred), it gives the potential client a sense of obligation to purchase, even if he or she wasn’t really planning on making the purchase to begin with. It’s sold as a ‘win-win’ investment, and done quite well.

NPE also utilized the consistency principle, in that they will regularly ask you if you wish to make more money, grow your business, and all other sorts of questions that have very obvious ‘yes’ answers. If at any time you want to back out of the sale or program, you’re faced with a string of questions that force you to either comply or contradict what you had claimed to value earlier (more money, success, etc). It leaves you with that feeling in your gut that suggests you trapped yourself with your own words (or painted yourself into a corner, so to speak).


Social proof is also used quite well through social media outlets like Facebook; new members are entered into this closed group of NPE members where many of the veteran members are there to help newer prospects of the material through the steps. It’s almost a marriage of the social proof principle (everyone is doing it, and everyone doing it is happy with it), as well as an appeal to authority (many of these people will be quick to talk numbers and growth rates of their own business’s success after implementing the ideas sold to them by the company).

Another tactic that is used on clients who are opting to back out of the program and follow whatever steps are necessary to get out is the tactic of down-selling (or only making available certain packages after something more expensive has been rejected). This was done multiple times and, in my opinion, in excess, as the continual stair-stepping down of services they were offering me almost became comical. ‘Oh, you aren’t interested in our best package, the platinum membership? Well then, for X price, how about the gold package? Still more than you would prefer to spend? Lucky for you, there’s the silver model. Ok, how about bronze? rusty coin? How about this tin can for only $1? For God’s sake, my job is to get SOME money out of you, so please buy something from me so I can end this call!’ After a couple down-sells, I started to find this regression funny—too many down-sells and it doesn’t seem genuine!

I’m curious to know how well they transfer their clients over to long-term customers with what they offer—in one hand, it seems that though many businesses may continue to pay for their services over a longer period of time, but I can’t help but suspect that many people could learn what they need to learn in the package they purchase and then discontinue a business relationship with them. There may not be a LOT of incentive to continue working with them for a long-term. As mentioned above, however, they do have a Facebook group with a seemingly large number of more veteran customers on the page, so I could be wrong about this. A turnover rate of some sort would be interesting to know.

Now, to be clear, I did the NPE program for a bit and then opted out, as can probably be concluded in my report. However, I’m not saying that they did a poor job or that I thought the product was not good. I definitely didn’t think it was perfect, and I do think that some of the sales tactics used were very transparent at times, but overall it was a good program. It just wasn’t something I was interested in pursuing. I definitely find a lot of parallels in how the company operates and deals with its clients after reading this book though!


NPE

teaches many of these principles, albeit in different stylings, to its clients as sales techniques. So, I think when they are turned around and used against you, they kind of shoot themselves in the foot to someone who understands how they work. However, I suppose it’s something that can’t be helped—if you’re teaching sales techniques that are effective, I would expect that very company to use them as well in order to sell their own product!


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