OPEX Final Case Study
Life Coaching Case Studies
A. Fill out (but do not hand in) the priorities determination form you received
in your Level 1 life coaching packet again:
 Provide an overall written summary on the values you hold dear to
you.
 Explain the reasoning behind why you believe they are important to
you.
 Create a thorough outline of what this might look like 10 years from
now.
 Lastly, provide a summary of what you surround yourself with. Does
that allow you to spend time on these priorities? HOW do you spend
time on them?
My Priorities and WHY They’re Important
After filling out the questionnaire a number of times in the past six months, the
same three themes come to the fore. Coaching (and all it entails) consistently
takes top place, followed closely by training and my immediate family (Sarah –
my wife, and Ellie – the dog).
Most of the other priorities that I also value are inextricably linked to one of the
top three priorities. I love travelling, but very rarely do it without Sarah. Most of
my books are related to training. All my photos are of Sarah and I, or photos
about our time travelling the world. Food is important to me in two ways – either
supporting what I do as an athlete, or as an experience with Sarah and
occasionally friends and family.
My passions in life truly revolve around training, coaching and on a broader
perspective, sport. It was never any different growing up, nor was it different in
high school. Coaching is taking on more and more importance to me, as I realize
that I won’t be a great athlete, but still have the potential to become a great
coach. I still love the process of training, and as long as I have measurable
improvements, am completely content with that.
My relationship with my wife is also important. I find that I’m more relaxed
when we spend quality time together, and because we have plenty in common,
we can enjoy each other’s company AND whatever it is that we’re doing together.
What Does This Look Like 10 Years From Now?
I don’t think it will look all that much different. I’ve been enamored with training
and coaching for the past 15 years, so I see no reason why that will ever change.
My gut instinct is that I will value the business of coaching more as time goes on. I
think that it’s the next logical step in my coaching career and allows me to have
full say on what I do regarding coaching and training.
I don’t know that being an “athlete” will have any priority (maybe being a
“masters” athlete will change my opinion!) in 10 years time. I suspect that
longevity, health and coaching will be of more importance, and while I’ve always
subscribed to the “walk the walk” phrase, I don’t think being a better athlete will
increase my value as a coach.
What Do I Surround Myself With?
At the gym, I’m constantly with clients, athletes and trainers. I enjoy being in that
environment because coaching and training is what I’m passionate about, and
generally it’s something we all have in common that we can discuss and explore.
At home, I’ve got tons of books organized over two floor-to-ceiling bookcases.
They’re mostly related to training, nutrition and business (of course), but not
entirely. I’ve also got books on travel, history, cooking and heaps of literature
and philosophy. I’ve generally got one training/nutrition book and one fiction
book on the go at any given time.
I would spend the majority of my work time face-to-face with clients or trainers,
with very little down time there. I don’t live far away so I try to do as much work
(programming, food diaries etc.) from the comfort of my own home, simply
because I enjoy it more and tend to be much more productive.
I schedule time around coaching/work in my diary for training and studying. All
three are important to me and I make sure that I do them almost every day. I still
keep to a “date night” every week with Sarah, and schedule time off during the
year to go overseas, even if only for a week or two.
I don’t spend a huge amount of time doing things I don’t really want to do or
don’t really value. I occasionally catch up with friends and extended family over
dinner or coffee, but it isn’t a big feature of my week, nor do I feel pressured to
do it.
B. What areas on the triangle of trust do you need to work more 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.
Without a doubt, I need to work on the “caring” aspect of the triangle of trust. I
feel that I’m extremely reliable and have a good level of competency (though
both can ALWAYS be improved).
I think that with a good portion of my clients, I really do care and go out of my
way to help. I notice this much more with people I resonate with and people who
I feel are “bought in” to the process of lifestyle or physical change.
I REALLY struggle with those who aren’t entirely bought in, don’t know WHY
they are on the journey they’re on or struggle themselves with motivation and
consistency. I’m far too willing to accept that as “just the way it is” and spend
more time going through the motions with them, rather than being proactive and
guiding the journey to self-improvement.
I also find it hard to “detach” myself from the outcomes of some clients. I truly
want the best for them but when I can’t get an action/change to stick, I let it sit
over my head, and question if I’ve done enough for that client.
Strategies I’m Employing to Improve This
I’ve created my own “database” of clients, with each of their testing results,
outcomes from discussions about goals, food diaries and other assessments. I’m
doing this for each client so that I know exactly where he or she stands
(physically and mentally) at any given stage in the journey. It’s important for me
do this for EVERY client I have, rather than the ones that are more bought in.
I’ve also made a point at the goal-setting stage to try and CLEARLY define the
WHY. I’m trying to use this idea to create a more open dialogue and direct
training/programming/cueing to resonate with what THEY want, not what I
want them to have. I’m realizing that it’s no good doing things just for the sake of
them, or for an arbitrary, undefined goal. That’s up to me to guide that
conversation and journey, not simply accept that as long as a client turns up
everyone’s happy.
Both these strategies have helped immensely in the past six months. I look at
things differently (hopefully with less bias) and feel like my ability to resonate
with a wider audience has improved.
Things I Still Need To Work On
I need to work on better consistency in terms of implementing the system above.
For some, testing is regular and for others, quite irregular, particularly if their
training has been disjointed for any reason (travel, sickness…). I notice that if I
haven’t had a conversation about food, or we haven’t done a food diary for a
period of time that it slips out of focus. It’s my role to stay on top of that and
allocate the appropriate time to have those conversations with my clients.
Goals
 Make sure all clients have a clearly defined direction to their training and
lifestyle habits that RESONATE with them. Enter these on the first page of
their “database.”
 Proactively diarise future dates of assessments and consults, rather than
doing them “reactively.”
C. What is your AIM?
 Provide a summary of your personal fitness goals for the next 12
months.
 In the storyline, provide a summary of the resources that are required
to get this done.
For the past six months, my fitness goal has been to finish inside the top 300 for
the 2017 CrossFit Open (Australia). I don’t have any grand plans to continue
competing in CrossFit after the open, and I’m keener to move back into
weightlifting.
My second goal (post-Open) is to reach the Candidate for Master of Sport
(Russian) level in weightlifting (240kg total @77kg).
Start:
 Currently (Oct 2016) 225kg total. Snatch 95kg, Clean and jerk 130kg
Resources:
 Post-open to go in search of a coach (Catalyst Athletics, Outlaw, JTS) to
start programming (April 2017).
 Cost: TBC
 Can lift at the current gym. Will need to source a set of jerk blocks.
Recipe:
 Expected time commitment: 7-10 hours per week
 Mid year target: 235kg
End goal:
 240kg total @ 77kg (Dec 2017). Ideally a snatch of 105kg and clean and
jerk of 135kg.
My previous training goals have tended to drift between training for pure
strength/power and training for metabolic efforts (i.e. one off team
competitions). Rather than focusing on one of these, I feel like been trying to ride
two horses with one backside.
D. Provide a written 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 on
what you feel is appropriate for these clients.
Life Coaching Consultations are an integral part of my coaching philosophy. I
think it’s crucial to know WHY we all make the choices we make, and
consistently align those choices with our actions. It is important to me that
everyone that comes through my doors is treated as an individual. I want to help
you, not someone similar to you.
As a coach, I rely on understanding YOU and YOUR priorities. If I know what’s
most important to you, then I can guide you towards your goals. If you aren’t
truly clear on what you want, then we can take a step back together and reassess
to help you identify what it is you want to achieve.
By having clear goals based on priorities that are strongly aligned with what you
want, we can establish an “end point” to your journey. Through detailed
assessment, we effectively create a “start point”. When I know these two things
as a coach, all that’s left is to piece together the journey in the middle, the
“recipe.”
As we continue the journey, we will continue to do our consults together, to
check-in and make sure we’re still on the right path. It’s a great formal
opportunity to adjust and align our prescriptions to keep you moving forward,
and keep you consistent with your goals. It’s also the perfect time for you to have
your say!
Nutrition Case Studies
A. Fats Table:
 Create four columns with the headings:
o Saturated fat
o Monounsaturated fat
o Polyunsaturated fat
o Trans fat
 Within and under these four headings 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 it out etc…
 Minimum of 10 foods for food items per list.
Saturated Fat (SFA)
Primarily from animal sources,
including dairy and cheeses.
Coconut products also fit into
this category.
Monounsaturated Fat (MUFA)
Most nut, seed and fish products
contain MUFA’s. Eggs and
avocado also belong in this
category.
Polyunsaturated Fat (PUFA)
Similar to MUFA’s, PUFA’s are
also found primarily in nuts and
seeds.
Coconut Oil
Butter
Tallow/Lard
Animal Fats
Some Cheeses (Cheddar, Goat)
Palm Oil
Cream
Full Cream Milk
Some Sausages/Processed Meat
Sheep/Goat’s Milk
Macadamia Nuts
Almonds
Bluefin Tuna
Olive Oil
Canola Oil
Eggs
Pecans
Avocado
Fish Oil
Rice Bran Oil
Atlantic Salmon
Walnuts
Corn Oil
Grapeseed Oil
Flaxseed Oil
Poppy Seeds
Soybeans
Most Beans (small amounts)
Sesame Oil
Safflower Oil
The best cooking fats/oils are more saturated and better
tolerate heat without altering their chemical structure. My
choices are:



Coconut oil
Organic butter
Tallow/Lard/Ghee
Trans Fat (TF)
TF’s are common in heavily
processed or fried products and
take away foods. Small amounts
are found naturally in animal
products.
Margarine
Shortening
Microwave Popcorn
Commercial Cakes and Cookies
Biscuits
Deep Fried Foods
Pie Crusts
Pastries
Potato Crisps
Coffee Creamers
Fats to add to salads/vegetables should be rich in Omega-3’s
and Oleic Acid. Keep these in the fridge in a dark container,
and use within 2-3 months of opening. My choices are:



Extra Virgin Olive Oil (cold pressed)
Flaxseed Oil
Walnut Oil
B. Provide OPEX with a detailed 5-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…
 After the diary is done provide a written summary on the EXACT
calories per day, then the EXACT ratios of protein to fat to
carbohydrates per day
 Include what format you used to discover the calories contained in
each of these foods.
Name:
Date:
Dan
Wednesday 14th September 2016
Food Type
Protein (g)
Fat (g)
Carbohydrates (g)
Calories
7am
Cappucino (150mL milk)
4.9
2.4
7.6
60
8am
6 large organic eggs
5g organic butter
37.7
0
28.5
4
2.2
0
429
36
9:30am
Black coffee
15mL pure cream
0.3
0.3
0
6
0
0.3
2
50
11:30am
225g chicken mince
150g sweet potato
60g broccoli
5mL olive oil
42.5
2.4
1.2
0
16
30.2
0
4.7
0
30.2
2.4
0
315
129
12
41
1:45pm
TRAIN (MAP 5)
3pm
75g maltodextrin
10g BCAA
25g WPI vanilla
0
10
19.2
0
0
0.6
70.5
0
1.3
285
40
90
3:45pm
Black coffee
15mL pure cream
Banana (medium)
0.3
0.3
1
0
6
0
0
0.3
30
2
50
110
6:30pm
225g chicken thigh
60g broccoli
50g sweet potato
1 tortilla wrap (El Paso)
47.6
1.2
0.8
3.4
0
0
0
2.9
7.9
2.4
10.1
21.6
262
12
43
128
8pm
40g macadamias
1/2 banana (medium)
Tsp organic peanut butter
1/2 tsp raw honey
3.2
0.5
2.4
0
30.3
0
4.9
0
5.5
15
2.1
17
400
55
58
60
179.2
33.1%
136.5
25.2%
226.4
41.8%
2669
Totals:
Macro percentages:
Wednesday 14th September 2016
33.1%
41.8%
Protein (g)
Fat (g)
Carbohydrates (g)
25.2%
Name:
Date:
Dan
Thursday 15th September 2016
Food Type
Protein (g)
Fat (g)
Carbohydrates (g)
Calories
6am
Cappucino (150mL milk)
4.9
2.4
7.6
60
7:15am
6 large organic eggs
5g organic butter
37.7
0
28.5
4
2.2
0
429
36
9am
Black coffee
15mL pure cream
Banana (medium)
0.3
0.3
1
0
6
0
0
0.3
30
2
50
110
11am
220g chicken thigh
150g baked potato
20g mixed lettuce leaves
30g cherry tomato
30g red capsicum
5mL olive oil
10mL macadamia oil
46.6
3.1
0.3
0.3
0.3
0
0
7.8
0.2
0
0.1
0
4.7
10
0
31.6
0.1
1.2
1.8
0
0
256
141
3
5
12
41
86
1:45pm
Z! recovery (15min) + 45min mobility
3pm
75g maltodextrin
10g BCAA
25g WPI vanilla
0
10
19.2
0
0
0.6
70.5
0
1.3
285
40
90
6:30pm
230g BBQ chicken
20g stuffing
80g roast potato
50g broccoli
67.6
0.7
1.7
1
54.1
0.2
0.1
0
0
3.6
16.9
2
784
29
75
10
8pm
40g macadamias
1/2 banana (medium)
Tsp organic peanut butter
1/2 tsp raw honey
5g dessicated coconut
3.2
0.5
2.4
0
0.3
30.3
0
4.9
0
3.4
5.5
15
2.1
17
1.1
400
55
58
60
32
201.4
35.4%
157.3
27.7%
209.8
36.9%
3149
Totals:
Macro percentages:
Thursday 15th September 2016
35.4%
36.9%
Protein (g)
Fat (g)
Carbohydrates (g)
27.7%
Name:
Date:
Dan
Friday 16th September 2016
Food Type
Protein (g)
Fat (g)
Carbohydrates (g)
Calories
6am
Black coffee
15mL pure cream
0.3
0.3
0
6
0
0.3
2
50
7:15am
5 large organic eggs
5g organic butter
31.4
0
23.8
4
1.8
0
358
36
10:30am
TRAIN (Strength + tempo rowing 10min)
12pm
75g maltodextrin
10g BCAA
25g WPI vanilla
0
10
19.2
0
0
0.6
70.5
0
1.3
285
40
90
9am
Black coffee
15mL pure cream
Banana (medium)
0.3
0.3
1
0
6
0
0
0.3
30
2
50
110
11am
220g chicken thigh
150g baked potato
20g mixed lettuce leaves
30g cherry tomato
30g red capsicum
5mL olive oil
10mL macadamia oil
46.6
3.1
0.3
0.3
0.3
0
0
7.8
0.2
0
0.1
0
4.7
10
0
31.6
0.1
1.2
1.8
0
0
256
141
3
5
12
41
86
1:45pm
40g macadamias
1 banana
Tsp organic peanut butter
1/2 tsp raw honey
3.2
1
2.4
0
30.3
0
4.9
0
5.5
30
2.1
17
400
110
58
60
2:15pm
Black coffee
0.3
0
0
2
5:30pm
220g BBQ chicken (breast no skin)
100g roast potato
50g broccoli
68.2
2.1
1
7.9
0.2
0
0
21.1
2
363
94
10
8pm
Store bought chicken fillet burger:
40g tomato
20g mixed lettuce leaves
150g chicken breast fillet
20g mayonnaise
Hamburger bun
150g sweet potato fries
0.4
0.3
46.5
0
4
1.1
0.1
0
5.4
15.4
1.5
4.8
1.6
0.1
0
0
27
23.8
7
3
248
138
140
138
300mL vanilla ice cream
11.4
44
74
737
255.3
32.9%
177.7
22.9%
343.1
44.2%
4075
9pm
Totals:
Macro percentages:
Friday 16th September 2016
32.9%
44.2%
Protein (g)
Fat (g)
Carbohydrates (g)
22.9%
Name:
Date:
Dan
Saturday 17th September 2016
Food Type
Protein (g)
Fat (g)
Carbohydrates (g)
Calories
4.9
2.4
7.6
60
7am
Cappucino (150mL milk)
8am
TRAIN (Strength + MAP 7)
9:30am
75g maltodextrin
10g BCAA
25g WPI vanilla
0
10
19.2
0
0
0.6
70.5
0
1.3
285
40
90
10:30am
5 large organic eggs
5g organic butter
31.4
0
23.8
4
1.8
0
358
36
11am
Black coffee
15mL pure cream
0.3
0.3
0
6
0
0.3
2
50
12:30pm
175g BBQ chicken (breast no skin)
100g roast potato
50g broccoli
54.2
2.1
1
6.3
0.2
0
0
21.1
2
289
94
10
3pm
Cappucino (150mL milk)
4.9
2.4
7.6
60
6:30pm
KFC (totals from KFC Aus website)
Zinger fillet box
Golden gaytime crusher
60.4
68.2
166.9
1544
188.7
32.4%
113.9
19.6%
279.1
48.0%
2918
Totals:
Macro percentages:
Saturday 17th September 2016
32.4%
48.0%
Protein (g)
Fat (g)
Carbohydrates (g)
19.6%
Name:
Date:
Dan
Sunday 18th September 2016
Food Type
Protein (g)
Fat (g)
Carbohydrates (g)
Calories
8am
Cappucino (150mL milk)
4.9
2.4
7.6
60
9:30am
5 large organic eggs
5g organic butter
31.4
0
23.8
4
1.8
0
358
36
11am
Black coffee
15mL pure cream
0.3
0.3
0
6
0
0.3
2
50
12:30pm
210g chicken
100g roast potato
20g mixed lettuce leaves
30g cherry tomato
30g red capsicum
5mL olive oil
65.1
2.1
0.3
0.3
0.3
0
7.6
0.2
0
0.1
0
4.7
0
21.1
0.1
1.2
1.8
0
346
94
3
5
12
41
2pm
Coffee (150mL milk)
4.9
2.4
7.6
60
3pm
40g macadamias
1 banana
Tsp organic peanut butter
1/2 tsp raw honey
3.2
1
2.4
0
30.3
0
4.9
0
5.5
30
2.1
17
400
110
58
60
5:30pm
225g lean beef mince
110g brown basmati rice
20g mixed lettuce leaves
30g cherry tomato
30g red capsicum
30g avocado
45.5
4
0.3
0.3
0.3
22.5
1.2
0
0.1
0
0
22.9
0.1
1.2
1.8
376
125
3
5
12
166.9
41.8%
110.2
27.6%
122.1
30.6%
2216
Totals:
Macro percentages:
Sunday 18th September 2016
30.6%
41.8%
Protein (g)
Fat (g)
Carbohydrates (g)
27.6%
Daily Total Averages
Wednesday
Thursday
Friday
Saturday
Sunday
Protein (g)
179.2
201.4
255.3
188.7
166.9
Total (g):
Average/day (g):
Macronutrient ratio:
Fat (g)
991.5
198.3
35%
136.5
157.3
177.7
113.9
110.2
Carbohydrates (g)
226.4
209.8
343.1
279.1
122.1
695.6
139.12
24%
1180.5
236.1
41%
Calories
2669
3149
4075
2918
2216
15027
3005.4
Daily Macronutrient Ra os
35%
41%
Protein (g)
Fat (g)
Carbohydrates (g)
24%
Methods
For the majority of the diet, I used the My Fitness Pal app. I like that they provide
a macronutrient breakdown and can adjust weights to the gram. I could usually
find the brands I used in the database, and where I couldn’t, I’d find the closest
possible brand or use the “generic” product. For the KFC meal, I used their online
nutrition calculator on the KFC Australia website. All the calculations were
finalized and graphed using Microsoft Excel.
Noticings
While I thought I’d been accurate with what I planned to eat, there were times
where I was completely off. As soon as something was bought from the store
(rather than home prepped) there became an element of guesswork (the BBQ
chicken surprised me!).
I’ve been eating very similar to this for the past 4 weeks. Weight has dropped by
1-1.5kg in that time (78-79kg). Energy levels are very good at the start of the
week, but drop off for Friday and Saturday training, even after easy Z1 session on
Thursday. Potential to try a calorie/carbohydrate refeed on the Wednesday
night.
It is extremely hard to be accurate. I weighed and measured every meal at home,
which is time consuming, let alone logging it into my diary. It gave me an
appreciation of the dedication needed to do it well, and also an understanding
that it will be overwhelming for a level 1 client to produce a food diary like this.
Things to Apply (In No Particular Order)






Home cooked meals, even if they’re not “ideal,” allow far more control of
the ingredients that go into the meal. The likelihood is that home cooking
is a big improvement on store-bought or restaurant foods.
Quality of ingredients (oils in particular) can really only be controlled at
home.
Consistency is everything for long-term success.
More information gives better accuracy. It will be a rare person that can
provide consistent weigh and measure details.
Just keeping a food diary, no matter how basic, makes an individual much
more aware of what they’re eating/drinking. It’s a very worthwhile tool to
use periodically, if for nothing more than keeping on track with diet.
Although I didn’t include it in my food diary, I think it’d be useful to
include a note for hours slept and waking/2pm/8pm energy levels. I find
this conversation happening much more in my health consults, and we
may be able to draw some additional “noticings” from this.
C. Read The Metabolic Diet by 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 are, 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?
A Basic Summary of The Metabolic Diet
The premise of The Metabolic Diet is centred on carbohydrates and their
metabolism in the overall scope of a diet. Dr. di Pasquale provides a system to
determine an “optimal” level of carbohydrate intake, modified to suit the
individual through regular tracking and adjustments to lose unwanted body fat
and retain lean muscle tissue.
The theory behind the book largely lies in exploiting an individual’s endocrine
system to maximise the impact of hormones like testosterone and growth
hormone, while minimising some of the side effects of an elevated insulin
response. It attempts to manage or mitigate risk factors associated with
decreased insulin sensitivity, poor lipid profiles and hormonal imbalances as a
means of promoting weight loss.
Beyond the diet, the book promotes a more holistic approach, including the need
to regularly exercise, get quality sleep and minimise stress levels. It does not
pass itself off as a short-term “fix” and implores that consistency over a long
period of time is important.
Using the Metabolic Diet Method (and Others Like It)
The Metabolic Diet can provide a great method to investigating how an
individual responds to carbohydrates, both during the low-carb weekday phases
and the weekend “refeeds.” It has a degree of flexibility to allow individuals to
“earn” their carbohydrates, and find optimal levels to support function and
weight loss.
This diet suits the individuals who are happy to “flip” to a new style of eating, and
tend to be more “all or nothing.” There needs to be a degree of open-mindedness
for people who are unfamiliar with higher-fat, lower-carb principles. The
Metabolic Diet principles are particularly relevant to individuals showing signs of
insulin resistance and metabolic syndrome. While the diet is directed towards
individuals looking for weight loss, the principles can be applied to others who
are more athletic and looking to improve body composition.
To immediately remove the majority of the carbohydrates for some individuals,
however, may be perceived as too hard and they may not be ready to make such
a change. While there is room to start at a moderate carbohydrate level and
adjust down as needed, it might be more pertinent to focus on other less
dramatic areas of diet and lifestyle first, such as eating mostly whole,
unprocessed food. This isn’t to say that the principles of the book can’t be used at
a later stage, and may prove very helpful when the individual is ready to
progress to this method.
The Metabolic Diet methods, similar to Dr. Barry Sears’ Zone Diet, may also help
individuals with chronic inflammatory conditions, based on the introduction of
quality fats and an increase in insulin sensitivity.
The Positives and Negatives of The Metabolic Diet
There are many positives with The Metabolic Diet. It runs counter to the
conventional high carbohydrate Standard American Diet (SAD), and provides
people with an evidence-based alternative focused on optimal carbohydrate
consumption.
Perhaps the biggest positive is the diet seeks to counteract the negative effects of
a high-carbohydrate diet, namely an increased risk of heart disease and diabetes.
In these circumstances, it is most relevant for a significant portion of the general
population looking to improve health markers and longevity. There is good
evidence provided that the health improvements may extend to losing weight,
reducing PMS symptoms, improving and stabilising mood and maintaining
muscle mass, unlike some carbohydrate-rich diets.
It currently resonates with a lot of people at this point as “low-carb” eating is in
vogue, and the stigma around “low fat” isn’t as prominent as it has been
previously. While this can be positive, for those who resonate more with low fat
diets, this could be a hurdle. For these individuals, it may be better to try a
different approach to promote better compliance.
Overall, this method is great for individuals who are willing to embrace a more
significant dietary change. It promotes whole foods and some methods of
individualization. It may be too much for a client who is new to diet and lifestyle
change, and simpler, more achievable steps may better promote compliance.
It also has less relevance to the athlete where performance, rather than health
and longevity, are the primary concerns. While the principles of whole food and
insulin management are good principles, athletes may need far more
individuality based around carbohydrate requirements, caloric intake, and
digestion and meal timings. There are too many factors involved in an athlete’s
preparation to use a single dietary approach like this.
The Importance of Endocrinology on Nutrition
The basis for success using The Metabolic Diet is centred on the ability to control
or modulate hormone production and responses.
The first (and most important) aspect of the diet is controlling the release of
insulin through moderating carbohydrate consumption. While stimulating
insulin release is a normal (and necessary) process, constantly overworking the
pancreatic β-cells can lead to insulin resistance and diabetes. Controlling
carbohydrate intake to a level that suits the individual can allow for an increase
in insulin sensitivity without medication. Further to that, timing carbohydrates
around training can decrease the need for insulin release through the
stimulation of GLUT-4 transporters in the muscle tissue.
Carbohydrate cravings, particularly in overweight or obese individuals, seems to
be linked via serotonin to brain chemistry. Excess consumption of carbohydrates
seems to satisfy a need for more serotonin in the synapses. Like all “drugs,” this
may exacerbate the cravings as the body builds a tolerance to a particular level of
serotonin – “serotonin hunger.” This is evidenced in part by the success of
appetite suppressing drugs (dexfenfluramine, cocaine, nicotine) on weight loss.
The effects of carbohydrate consumption on serotonin can also explain the “lowcarb flu” feelings when initially adapting to a new level of dietary carbohydrate.
Cortisol levels in the body can be manipulated by carbohydrate consumption.
Ingesting carbohydrates tends to reduce cortisol levels, and carbohydrate timing
can have an extra effect. Confining carbohydrate consumption to peri/posttraining limits the effect of training on cortisol levels (promoting an anabolic
environment) and to late in the day (promoting a low cortisol environment for
more restful sleep). Similarly, regularly carbohydrate loading (every 5-7 days)
can decrease cortisol levels and maintain levels of T3 for maintenance of basal
metabolic rate.
Offsetting carbohydrates with protein and high-quality fatty acids in the diet can
also have a marked effect on hormone profiles. It seems to create a more
anabolic environment in which to maintain muscle mass while losing weight,
independent of exercise. Increases in testosterone and growth hormone levels
can be seen with an increase in dietary fat.
How Will I Use The Information from The Metabolic Diet?
The Metabolic Diet has highlighted a number of “a-ha” moments, particularly in
relation to hormonal manipulation through diet. Obviously, some of the
principles are going to be very relevant to some clients and their stage of lifestyle
development, while completely unsuited to others.
I don’t think I’d focus on this with many newer/novice clients. Simply focusing
on better quality foods and hydration may be a better starting point, and less
intimidating initially. Compliance is king at this stage of the game.
There is definitely room once the basics are in place to start discussing quality
protein and fat consumption, essentially offsetting carbohydrates in the diet. I
think this is where the diet in its entirety has the most benefit. There are notable
health benefits, and may even be well adapted to strength-based or beginner
athletes. Some newer clients will naturally resonate with a lower-carb eating
strategy, and it may be suitable to move them towards this style of eating sooner.
Beyond this point, I think we have the ability to dial in the macronutrients and
caloric load even more. Advanced athletes will need more individualization, even
though the principles extolled in The Metabolic Diet certainly have validity for
athletes (including cortisol management and the promotion of an anabolic
environment).
Program Design Case Studies
A. A female 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/wk alongside the training you are doing.
 Provide to OPEX a weekly dry land training program for 3 weeks and
4x/wk (12 sessions) that you are going to perform with this athlete.
These are the first 12 sessions you will be together, so provide details
on:
o What you have discovered about the injury, how it is caused,
who gets it most and the functional physiology behind it.
o What was the assessment you performed?
o Movements you can and can’t do based on what you have
researched and know about this injury.
o Requirements for the sport and what you can do to help in
training for this young girl.
Volleyball Requirements



Strength/muscular conditioning:
o Primarily power based at low/minimal body weight.
o Speed-strength. Maximal relative strength important, but not vital
o Eccentric tolerance (jump, force absorption)
o Muscular endurance levels low to moderate.
o Upper body power + shoulder health (big overhead component)
Energy system training:
o Circa 80% alactic system + alactic repeats (repeated points of 1020sec, not 100% effort for entire duration)
o Minimal lactate training
o 15% aerobic system (game duration 60min with substitutions)
Sport specific training:
o Primarily two-foot takeoff vertical jumps (near-max effort)
o Single leg lateral work and occasional two-foot takeoffs (diving
efforts)
Patellar Tendinitis


Causes:
o Usually cumulative stress. Rarely direct impact or acute trauma.
Seems more common in repetitive eccentric loading.
o Sub-optimal lower limb alignments e.g. femoral Q-angle, foot
pronation/external rotation.
o Weakness in VMO, poor hamstring/quad strength ratio (back
squat to front squat and/or deadlift), weak lateral hip complex.
o Tightness in quad/hip flexor complex, triceps surae, hamstring,
ITB/lateral chain (I think these tight areas are a product of poor
mechanical alignment i.e. Q-angles, rather that a cause)
Common in:
o Jumping sports

o Running (especially downhill)
o Repetitive eccentric loading (i.e. down stairs)
Functional physiology:
o Commonly seen when eccentric loads are taken by the quadriceps
(landing off jumps, shock absorption, increases in running
volume). Often exacerbated when patella tracking is abnormal
(typically lateral deviation).
o It can be an issue in high/increased volume squatting and Olympic
lifting cycles, particularly in anterior-dominant athletes.
Movements


Contraindications:
o Heavy quad-dominant activities (squatting, sometimes lunges)
o Jumping
o Running/sprinting
o Kneeling
o Low seat cycling/AD
o Rowing (possibly pain-free: needs to be tested)
Indications:
o Hamstring/glute work (DL, SLDL, bridges)
o Upper body fine (no push press/jerks)
o Gradual introduction of Petersen squats as tolerated
o Abdominal work
o Foam rolling, stretching
o Possible to row, high seat AD, provided no pain.
Assessment



Movement screen:
o Observation for L/R asymmetries
o Observation for pain on testing
o Ankle dorsiflexion asymmetry, internal/external hip rotation
asymmetry (external deficient on injured side)
o Upper body symmetrical
Physical assessment:
o Squatting avoided – pain.
o Single leg progression – no pain. Trendelenburg positive. More
prominent on injured side.
o Upper body push – 2 push ups (midline control not great – stopped
test).
o Upper body pull – DBX and Powell Raise symmetrical @4kg. No
pull ups. Low ring rows with straight body – 1.
o Low body bending – Hip hinge ok, Sorenson hold 85s.
o Core – side plank L=38s, R=33s (mild asymmetry, low endurance).
Other assessments:
o Previously done back squats and front squats w/hands crossed
(previous coach). BS=105# and FS=95#, with better depth on the
FS. No deadlift prior. FS:BS ratio of >90%.




o Presumption based other testing and sport of choice is more fast
twitch dominance. Can generate power (particularly lower body)
but lacks sustainability.
o Beginner/early intermediate level athlete. Good level volleyball
player (skill >> physical athleticism).
Energy system testing (done on AD – non specific but pain free to get an
idea):
o 10s AD – 780w peak
o 20s AD – 765w peak/11 cal, noticeable drop in wattage after ~12s
o 10min AD for cals (AER base test) – 91cal. RPM was ~60, but
struggled to maintain this after 4min. Slowed to 52-55rpm with
inconsistent pacing towards end of test.
Skinfolds:
o Triceps and hamstrings standout measures (25mm and 32mm
respectively).
o Sum of midsection skinfolds 64mm
o Mild estrogen pattern
o Estimated body fat percentage 31%
o Height 6’1”, weight 74kg
Lifestyle:
o Sleep midweek consistent 8-9 hours. Sleeps in until 10am Saturday
and is usually out until late with friends on Saturday night, and up
early for Sunday work (often 5-6 hours).
o Works after school twice a week (8 hours) and was training twice
a week with a Saturday game.
o Self reported stress levels correlated to exam times at school.
Diet:
o Doesn’t follow any particular eating habits. Typically toast with an
egg for breakfast, lunch from the school canteen, parents cook
dinner, take away food 2-3x/wk. Carbohydrate heavy, with some
protein at 75% of meals.
The Program (Accumulation Phase 1 – 3wks)
Goals:
 UB base volume >> lay platform for pull-ups and dips (long term OH/pull
up in balance). Horizontal >> vertical UB strength. Target 10 ring rows x 3
sets + 10 low incline push-ups x 3 sets.
 LB single leg development (SLDL full range w/control) + low back
endurance (Sorenson hold 2min+)
 Body fat percentage decrease 0.5%/wk in initial stages (to be reviewed in
conjunction with nutrition coaching).
 Extend alactic endurance (20s AD test to 13 cal w/peak wattage 800+)
Daily Warm Up
 3x30s fast/slow AD
 60s e/s dynamic mobility ankle dorsiflexion w/band+KB
 2min each hip banded distraction work (include internal + external rotation
positions)
 2x10 2.5lb shoulder dislocates
 2x10 2.5lb shoulder extensions
*Spend more time on tight hip/ankle as needed
Week 1:
Monday PM: UB base + midline
Ai. Incline push ups (41X0) 4x6-8; rest 60s
Aii. Ring rows w/supination (30X1) 4x6-8; rest 60s
Bi. DB single arm press w/staggered stance (41X1) 4x6-8e/s; rest 30s
Bii. Neutral grip lat pulldowns (30X2) 4x6-8; rest 30s
C. Side planks 6-8x15s e/s, starting right side; rest 10s between sides.
*Stop if form deteriorates or cannot complete time on weak side.
Tuesday PM: LB single leg + low back endurance + MAP 1
Ai. KB single leg deadlift (51X0) 4x6-8e/s; rest 30s
Aii. 14” Step up w/band (3011) 4x6-8e/s; rest 30
*Band pulls medially i.e. reactive neuromuscular training
B. MAP 1 @ 85% effort:
6 rounds:
- 30s AD @ 58-60rpm
- 30s AD @ easy pace
C. Sorenson hold 6-8x15s hold; rest 15s
D. MAP 1 @ 85% effort:
6 rounds:
- 30s AD @ 58-60rpm
- 30s AD @ easy pace
Thursday PM: UB base + midline
Ai. Incline push ups (41X0) 4x6-8; rest 60s
Aii. Ring rows w/supination (30X1) 4x6-8; rest 60s
Bi. DB incline bicep curls (40X1) 3x6-8; rest 60s
Bii. 14” CG bench press (41X0) 3x6-8; rest 60s
C. Side plank rotations 3x5-7e/s with control; rest 20s between sides.
D. Single arm farmer’s carry 3x20m e/s; rest 30s between sides
Saturday Mid-AM: Alactic repeat efforts + LB single leg
A. 3 rounds @ near max effort w/2:45 rest:
- AD 8s sustained @ 700w from rolling start
+
Active walk recovery 7min
+
3 rounds @ 95% effort w/3:00 rest:
- AD 11s sustained @ 650w from rolling start
+
Active walk recovery 7min
+
3 rounds @ 90% w/3:30 rest:
- AD 14s sustained @ 600w from rolling start
B. Single leg hip bridges (20X3) 3x10-12e/s; rest 30s between sides
C. Sorenson hold 3x40s; rest 40s
Week 2 – volume increase:
Note: weights similar to week 1. May increase slightly as form allows.
Monday PM: UB base + midline
Ai. Incline push ups (41X0) 5x6-8; rest 60s
Aii. Ring rows w/supination (30X1) 5x6-8; rest 60s
Bi. DB single arm press w/staggered stance (41X1) 5x6-8e/s; rest 30s
Bii. Neutral grip lat pulldowns (30X2) 5x6-8; rest 30s
C. Side planks 5-7x20s e/s, starting right side; rest 10s between sides.
*Stop if form deteriorates or cannot complete time on weak side.
Tuesday PM: LB single leg + low back endurance + MAP 1
Ai. KB single leg deadlift (51X0) 5x6-8e/s; rest 30s
Aii. 14” Step up w/band (3011) 5x6-8e/s; rest 30
*Band pulls medially i.e. reactive neuromuscular training
B. MAP 1 @ 85% effort:
8 rounds:
- 30s AD @ 58-60rpm
- 30s AD @ easy pace
C. Sorenson hold 5-7x20s hold; rest 20s
D. MAP 1 @ 85% effort:
8 rounds:
- 30s AD @ 58-60rpm
- 30s AD @ easy pace
Thursday PM: UB base + midline
Ai. Incline push ups (41X0) 5x6-8; rest 60s
Aii. Ring rows w/supination (30X1) 5x6-8; rest 60s
Bi. DB incline bicep curls (40X1) 4x6-8; rest 60s
Bii. 14” CG bench press (41X0) 4x6-8; rest 60s
C. Side plank rotations 4x5-7e/s with control; rest 20s between sides.
D. Single arm farmer’s carry 3x25m e/s; rest 30s between sides
Saturday Mid-AM: Alactic repeat efforts + LB single leg
A. 4 rounds @ near max effort w/2:45 rest:
- AD 8s sustained @ 700w from rolling start
+
Active walk recovery 7min
+
4 rounds @ 95% effort w/3:00 rest:
- AD 11s sustained @ 650w from rolling start
+
Active walk recovery 7min
+
3 rounds @ 90% w/3:30 rest:
- AD 14s sustained @ 600w from rolling start
B. Single leg hip bridges (20X3) 4x10-12e/s; rest 30s between sides
C. Sorenson hold 4x40s; rest 40s
Week 3 – intensity increase/volume decrease:
Note: increase the depth or weight to match lower reps.
Monday PM: UB base + midline
Ai. Incline push ups (41X0) 4x4-6; rest 60s
Aii. Ring rows w/supination (30X1) 4x4-6; rest 60s
Bi. DB single arm press w/staggered stance (41X1) 4x4-6e/s; rest 30s
Bii. Neutral grip lat pulldowns (30X2) 4x4-6; rest 30s
C. Side planks 4-6x25s e/s, starting right side; rest 10s between sides.
*Stop if form deteriorates or cannot complete time on weak side.
Tuesday PM: LB single leg + low back endurance + MAP 1
Ai. KB single leg deadlift (51X0) 4x4-6e/s; rest 30s
Aii. 14” Step up w/band (3011) 4x4-6e/s; rest 30
*Band pulls medially i.e. reactive neuromuscular training
B. MAP 2 @ 85% effort:
5 rounds:
- 60s AD @ 58-60rpm
- 60s AD @ easy pace
C. Sorenson hold 4-6x25s hold; rest 25s
D. MAP 2 @ 85% effort:
5 rounds:
- 60s AD @ 58-60rpm
- 60s AD @ easy pace
Thursday PM: UB base + midline
Ai. Incline push ups (41X0) 4x4-6; rest 60s
Aii. Ring rows w/supination (30X1) 4x4-6; rest 60s
Bi. DB incline bicep curls (40X1) 3x4-6; rest 60s
Bii. 14” CG bench press (41X0) 3x4-6; rest 60s
C. Side plank rotations 3x6-8e/s with control; rest 20s between sides.
D. Single arm farmer’s carry 3x20m e/s; rest 30s between sides
*Increase weight
Saturday Mid-AM: Alactic repeat efforts + LB single leg
A. 3 rounds @ near max effort w/2:45 rest:
- AD 10s sustained @ 700w from rolling start
+
Active walk recovery 7min
+
3 rounds @ 95% effort w/3:00 rest:
- AD 13s sustained @ 650w from rolling start
+
Active walk recovery 7min
+
3 rounds @ 90% w/3:30 rest:
- AD 16s sustained @ 600w from rolling start
B. Single leg hip bridges (20X3) 3x6-8e/s; rest 30s between sides
*Use DB or BB on hips for resistance as needed
C. Sorenson hold 3x50s; rest 50s
Week 4 – intensity maintenance/deload volume:
Note: Same intensity as last week. Volume decrease/recovery
Monday PM: UB base + midline
Ai. Incline push ups (41X0) 2x4-6; rest 60s
Aii. Ring rows w/supination (30X1) 2x4-6; rest 60s
Bi. DB single arm press w/staggered stance (41X1) 2x4-6e/s; rest 30s
Bii. Neutral grip lat pulldowns (30X2) 2x4-6; rest 30s
C. Side planks 3x30s e/s, starting right side; rest 10s between sides.
*Stop if form deteriorates or cannot complete time on weak side.
Tuesday PM: LB single leg + low back endurance + MAP 1
Ai. KB single leg deadlift (51X0) 2x4-6e/s; rest 30s
Aii. 14” Step up w/band (3011) 2x4-6e/s; rest 30
*Band pulls medially i.e. reactive neuromuscular training
B. MAP 2 @ 85% effort:
6 rounds:
- 60s AD @ 58-60rpm
- 60s AD @ easy pace
C. Sorenson hold 3x30s hold; rest 30s
D. MAP 2 @ 85% effort:
6 rounds:
- 60s AD @ 58-60rpm
- 60s AD @ easy pace
Thursday PM: UB base + midline
Ai. Incline push ups (41X0) 2x4-6; rest 60s
Aii. Ring rows w/supination (30X1) 2x4-6; rest 60s
Bi. DB incline bicep curls (40X1) 2x4-6; rest 60s
Bii. 14” CG bench press (41X0) 2x4-6; rest 60s
C. Side plank rotations 2x6-8e/s with control; rest 20s between sides.
D. Single arm farmer’s carry 2x25m e/s; rest 30s between sides
*Increase weight
Saturday Mid-AM: Alactic repeat efforts + LB single leg
A. 2 rounds @ max effort w/2:45 rest:
- AD 10s sustained @ 750w from rolling start
+
Active walk recovery 7min
+
2 rounds @ 95% effort w/3:00 rest:
- AD 13s sustained @ 700w from rolling start
+
Active walk recovery 7min
+
2 rounds @ 90% w/3:30 rest:
- AD 16s sustained @ 650w from rolling start
B. Single leg hip bridges (20X3) 2x6-8e/s; rest 30s between sides
*Use DB or BB on hips for resistance as needed
C. Sorenson hold 2x60s; rest 60s
B. Provide a written 3x/wk 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 look like? Fill in ALL the gaps theoretically –
reps, sets, rest, tempo MUST be included in all – even supplementary
work.
 NO CONDITIONING based work allowed in training, only weight based
and structural work.
 Provide 12 workouts showing progression.
Assumptions based on the numbers:
 Prefers squatting, upright posture. Potential/probable:
o Quad dominance (FS:BS:DL ratios)
o Low back weakness (Sorenson hold)
o Hamstring tightness/hip hinge fault
o Struggle with lifts from the floor (snatches)
o Likely a better UB press than pull (thoracic position)
o May prefer front squats (most upright/least lumbar loading)
My line of thinking going forward:
 Deadlift 1st priority – target 425#
 Power snatch 2nd priority – target 175#
 UB pull 3rd priority (scap scores need to be in place)
 May need to “own” the deadlift position initially (pauses/slow tempos)
 Address any posterior mobility deficits
 Lay a base for the low back (longer tempos), moving into building
strength.
Presumptions:
 Has done a previous 4-wk block with more volume (i.e. Sorenson holds,
higher volume O-lifts, deadlift base work). Moving into more intensive
work this phase.
 Moderate to slow-twitch athlete
Week 1:
Monday – Power snatch intensive + snatch position work + FS intensive
Exercise
Reps
Sets
Tempo Rest
Notes
A. Hang power snatch
4
5
X2X2
2:00
Pauses @ mid hang and in catch position. Own the position!
B. Snatch pull
5
3
31X0
2:30
@ Same weight as A. Focus on low back tightness in setup
C. Front squat
3
4
40X0
2:30
Stop just short of lockout. Elbows DO NOT drop.
D. Strict TTB
5
5
4010
1:30
Wednesday – Deadlift intensive + UB push intensive
Ai. 3-stop deadlift
3
7
61X0
Aii. Banded hip flexor
1e/s
7
60s
stretch
hold
Bi. Deficit snatch grip
5
3
51X1
deadlift
Bii. Weighted dips
5
3
41X1
C. Negative GH raises
4-6
4
50A0
3:00
During
rest
1:30
Pause 1s @ mid thigh, top of tibia and 1” from floor. Own the position!
1:30
2:00
Pause @ deepest position
Use arms to assist getting back into starting position
Friday – Upper body pull + scap strength + low back extensive
Ai. Weighted chin ups
3
5
41X1
1:30
COVP + full scap release @ bottom position
Aii. BB split squat
5-7
5
30X1
1:30
Front shin vertical
B. Powell raise
6-8
4
41X0
0:30
C. BB back extensions
6-8
4
20X1
1:30
Week 2:
Monday – Power snatch intensive + snatch position work + FS intensive
Exercise
Reps
Sets
Tempo Rest
Notes
A. Low hang power
4,4,4,3,3,3 6
X2X2
2:00
Pauses @ 1” below knee and in catch position.
snatch
B. Mid-hang snatch
4
4
21X0
2:30
@ Same weight as A. Focus on low back tightness in setup
high pull
C. Front squat
2
5
40X0
2:30
Stop just short of lockout. Elbows DO NOT drop.
D. Strict TTB
5
5
5010
1:30
Note tempo change
Wednesday – Deadlift intensive + UB push intensive
Ai. 3-stop Deadlift
2
8
61X0
Aii. Banded hip flexor
stretch
Bi. Deficit snatch grip
deadlift
Bii. Weighted dips
C. Negative GH raises
1e/s
8
4
4
5-7
3:00
4
60s
hold
51X1
During
rest
1:30
4
4
41X1
50A0
1:30
2:00
Friday – Upper body pull + scap strength + low back extensive
Ai. Weighted chin ups
2
6
41X1
1:30
Aii. BB split squat
4-6
6
30X1
1:30
B. Powell raise
5-7
5
41X0
0:30
C. BB back extensions
5-7
5
20X1
1:30
Pause 1s @ mid thigh, top of tibia and 1” from floor. Own the
position!
Pause @ deepest position
Use arms to assist getting back into starting position
COVP + full scap release @ bottom position
Front shin vertical.
Week 3:
Monday – Power snatch intensive + snatch position work + FS intensive
Exercise
Reps
Sets
Tempo Rest
Notes
A. Hang power snatch
3,3,3,2,2
5
X2X2
2:00
Pauses @ mid hang and in catch position. Own the position!
B. Snatch high pull
3
4
21X0
2:30
@ Same weight as A. Focus on low back tightness in setup
C. Front squat
2
4
30X1
2:30
Note tempo change
D. Strict TTB
6
4
5010
1:30
Wednesday – Deadlift intensive + UB push intensive
Ai. Deadlift
2
6
41X0
Aii. Banded hip flexor
1e/s
6
60s
stretch
hold
Bi. Deficit snatch grip
3
5
31X1
deadlift
Bii. Weighted dips
3
5
40X0
C. GH raises
5
3
40X0
3:00
During
rest
1:30
Intent off the floor!
1:30
2:00
Note tempo change
Friday – Upper body pull + scap strength + low back extensive
Ai. Weighted chin ups
2
5
30X1
1:30
Aii. BB split squat
3-5
5
30X1
1:30
B. Powell raise
5-7
4
41X0
0:30
C. BB back extensions
5-7
4
20X1
1:30
Note tempo change
COVP + full scap release @ bottom position. Note tempo change
Front shin vertical.
Week 4 (low volume, high intensity):
Monday – Power snatch intensive + snatch position work + FS intensive
Exercise
Reps
Sets
Tempo Rest
Notes
A. Hang + low hang
1+1
4
X2X2
2:00
Pause @ mid thigh rep 1, and 1” below knee rep 2
power snatch
B. Snatch pull
3
3
21X0
2:30
15% heavier than A.
C. Front squat
2
2
30X1
2:30
D. Strict TTB
8
2
3010
1:30
Note tempo change
Wednesday – Deadlift intensive + UB push intensive
Ai. Deadlift
2
3
31X0
Aii. Banded hip flexor
1e/s
3
60s
stretch
hold
Bi. Snatch grip deadlift 3
3
31X1
Bii. Weighted dips
3
3
40X0
C. GH raises
6
2
40X0
3:00
During
rest
1:30
1:30
2:00
Friday – Upper body pull + scap strength + low back extensive
Ai. Weighted chin ups
2
3
30X1
1:30
Aii. BB split squat
5-7
3
30X1
1:30
B. Powell raise
6-8
2
41X0
0:30
C. BB back extensions
6-8
2
20X1
1:30
Intent off the floor – form is paramount but challenge the weight
~65% of Ai.
COVP + full scap release @ bottom position.
Front shin vertical. 5% heavier than week 1.
5-7% heavier than week 1.
5-7% heavier than week 1.
C. Provide 16 “progressive” lactic endurance workouts for a client (female, 2
strict chin ups, BS 200#, BWT 146#.
 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 work for all mixed workouts based on assessment
notes alone.
Notes/assumptions:
 2 sessions per week
 Moving from AnLaE1 >> AnLaE3
Workout 1:
 AnLaE3
 Tester
Workout 2:
 AnLaE1
 Higher vol
Workout 3:
 AnLaE1
 Low vol
Workout 4:
 AnLaE1
 Higher vol
Workout 5:
 AnLaE1
 Low vol
Workout 6:
 AnLaE2
 Higher vol
For time:
 250m row
 15 KBS (35#)
 15 burpees
 15 KBS (35#)
 250m row
(Target – 3:45-4:15)
3 rounds @85-90% w/6min rest:
 Airdyne 60s
+
Rest 15min
+
3 rounds @85-90% w/6min rest:
 Row 20 cals
4 rounds @85-90% w/6min rest:
 150m run
 15 thrusters @ 55#
4 rounds @85-90% w/6min rest:
 Row 60s
+
Rest 15min
+
3 rounds @85% w/6min rest:
 AD 45s
 Burpees 30s
4 rounds @85-90% w/7:30min rest:
9-6-3:
 Wallball (14#)
 KBS (35#)
3 rounds @85% w/10min rest:
2min AMRAP:
 6 deadlifts @115#
 6 burpees over bar
+
Workout 7:
 AnLaE2
 Low vol
Workout 8:
 AnLaE2
 Higher vol
Workout 9:
 AnLaE2
 Low vol
Workout 10:
 AnLaE3
 Moderate
vol
Workout 11:
 AnLaE3
 Moderate
vol
Workout 12:
 AnLaE3
 High vol
Rest 20min
+
2 rounds @85% w/10min rest:
2min AMRAP:
 250m run
 Power clean/jerk (65#) in remaining time
3 rounds @85% w/10min rest:
 500m row
4 rounds @85% w/10-12min rest:
 15 thrusters @ 55#
 15 burpees
 15 KBS @35#
 30 double unders
*Change order each round
+
Rest 4-6hrs
+
3 rounds @85% w/10-12min rest:
 4 TnG squat cleans @105#
 8 cal row
 12 wallball @14#
 8 cal row
 4 TnG squat cleans
4 rounds @85% w/10-12min rest:
2:30 AMRAP:
 400m run
 Row (cal) in remaining time
3 rounds @85% w/15+ min rest:
 5 hang snatches @90#
 10 step down box jumps @20”
 15 cal row
 20 KBS @ 35#
 25 double unders
For time @85%:
 750m row
Rest 15min
 40 cal AD
Rest 15min
 650m run
2 rounds @85% w/16-20min rest:
15-12-9:
 Power clean @ 65#
 Burpees over bar
+
Rest 4-6hrs
+
2 rounds @85% w/16-20min rest:
15-12-9:
 Row (cal)
 Wallball @ 14#
Workout 13:
For time @85%:
 AnLaE3
 Row 1km
Rest 15min
 Low vol
 60s AD
 60s push press @ 65#
 60s AD
 60s deadlift @ 130#
Workout 14:
With a running clock at 85%:
 Mixed AnLaE Min 0-1 – AMRAP 1min:
 10m sled push
 Low vol
 20m shuttle sprint
Min 6-8 – AMRAP 2min:
 20m sled push
 40m shuttle sprint
 10 thrusters @ 55#
 20 burpees
Min 20-23 – AMRAP 3min:
 40m sled push
 80m shuttle sprint
 20 thrusters @55#
 40 burpees
Workout 15:
For time @85%:
 Mixed AnLaE
 20s AD (cal)
Low vol
 40s Row (cal)
+
Rest 6min
+
 30s wallball @14#
 30s slamball @20#
 30s burpees
 30s slamball
 30s wallball
+
Rest 12min
+
600m run
Workout 16:
For time:
 AnLaE3
 250m row
 Tester
 15 KBS (35#)
 15 burpees
 15 KBS (35#)
 250m row
(Target – 3:30-4:00)
Assessment Case Studies
A. In a YouTube linked video – perform in NO MORE THAN 10 MINUTES on a
beginner level client:
 The Sorenson 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.
YouTube Link
https://www.youtube.com/watch?v=OYFllCYUCN4&feature=youtu.be
B. Perform 10 SSS tests on clients:
 Provide scores and pictures of the 10 people you have performed the
test on.
o These are only with people who are ok with having a before and
after picture taken.
o Pictures CAN be included of people with or without shirts on –
its up to you and the client.
o 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
Name:
Ash Croke
Chin:
10.2
Cheek:
15.0
Tricep:
15.2
Pectoral:
Subscapular:
9.0
Mid-Axillary:
8.0
Suprailiac:
8.8
Umbilical:
11.4
Quadricep:
29.8
Calf:
21.0
Hamstring:
39.0
Name:
Adam Tulich
Chin:
8.2
Cheek:
9.0
Tricep:
4.2
Pectoral:
14.0
Subscapular:
24.4
Mid-Axillary:
13.6
Suprailiac:
18.4
Umbilical:
37.4
Quadricep:
9.8
Calf:
7.6
Hamstring:
Name:
Marek Horacek
Chin:
5.6
Cheek:
8.8
Tricep:
5.0
Pectoral:
5.6
Subscapular:
13.0
Mid-Axillary:
11.2
Suprailiac:
9.0
Umbilical:
16.6
Quadricep:
10.6
Calf:
4.8
Hamstring:
Name:
Jade Loney
Chin:
5.6
Cheek:
10.0
Tricep:
10.8
Pectoral:
Subscapular:
11.2
Mid-Axillary:
10.4
Suprailiac:
10.2
Umbilical:
19.2
Quadricep:
13.6
Calf:
9.0
Hamstring:
22.4
Name:
Joe Viner
Chin:
6.0
Cheek:
8.8
Tricep:
7.2
Pectoral:
5.2
Subscapular:
13.2
Mid-Axillary:
5.8
Suprailiac:
7.6
Umbilical:
13.2
Quadricep:
13.8
Calf:
8.2
Hamstring:
Name:
Lucy Hobbs
Chin:
8.8
Cheek:
15.2
Tricep:
15.0
Pectoral:
Subscapular:
13.4
Mid-Axillary:
13.0
Suprailiac:
15.6
Umbilical:
20.6
Quadricep:
35.2
Calf:
23.0
Hamstring:
NA
Name:
Margot Jackson
Chin:
11.6
Cheek:
11.0
Tricep:
16.8
Pectoral:
Subscapular:
23.4
Mid-Axillary:
19.0
Suprailiac:
25.2
Umbilical:
32.0
Quadricep:
24.0
Calf:
20.0
Hamstring:
18.0
Name:
Nicole Swart
Chin:
5.0
Cheek:
8.0
Tricep:
8.0
Pectoral:
Subscapular:
7.4
Mid-Axillary:
7.6
Suprailiac:
6.4
Umbilical:
6.6
Quadricep:
21.8
Calf:
10.0
Hamstring:
23.0
Name:
Karen Matthews
Chin:
8.6
Cheek:
6.8
Tricep:
10.4
Pectoral:
Subscapular:
7.8
Mid-Axillary:
6.4
Suprailiac:
7
Umbilical:
11.8
Quadricep:
17.4
Calf:
10.8
Hamstring:
15
Name:
Ian Flemington
Chin:
8.6
Cheek:
8.8
Tricep:
4.8
Pectoral:
10.2
Subscapular:
15.2
Mid-Axillary:
9.6
Suprailiac:
17.2
Umbilical:
30.2
Quadricep:
9.2
Calf:
5.0
Hamstring:
C. Perform one Level 4 work capacity testing on an individual in the sport of
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.
Individual Information
Name: Jade Loney
Age: 27
Training age: 18 months
Height: 165cm
Body weight: 63kg
Dates of testing: 5/9/16 to 18/9/16
Testing Dates and Results
Monday 5/9
A. Vertical jump; 5 attempts; rest 2-3min between attempts
47cm
B. Snatch to heavy single; allow 25min to complete
55kg, then 3 failed attempts at 58.5kg, previous 1RM is 57.5kg
C. Clean and jerk heavy single; allow 25min to complete
67.5kg
Tuesday 6/9
A. CGBP to heavy single; rest 5min, then:
70kg
B. CGBP (30X1) max reps @85% of A.
4 reps at 59.5kg
C. “Helen” 3 rounds for time:
- 400m run
- 21 KBS (24/16kg)
- 12 pull ups
9:28
Wednesday 7/9
Rest day
Thursday 8/9
A. Back squat to heavy single; rest 5min, then:
112.5kg (knee issue at 115kg)
B. Back squat (30X1) max reps @ 85% of A.
5 reps at 95.5kg (knee issue)
C. 60s row for max metres; 2 attempts; rest 8-10min between attempts
1. 318m, 29 cals, 1.34.1 pace
2. 310m, 27 cals, 1.36.5 pace
Friday 9/9
A. Power clean work to heavy single in 6min; rest 6min, then:
65kg (squat cleaned 67.5kg)
B. AMRAP 8min:
- Power cleans @90% of A.
27 reps at 58.5kg
Saturday 10/9
A. 10 rounds for time:
- Row 500m
- 15 burpees
34.36
Sunday 11/9
Rest day
Monday 12/9
A. Deadlift to heavy single; allow 25min to complete
120kg
B. AD 10s max calories; 2 attempts; rest 10-12min between attempts
*Record wattage/RPM
1. 6 cals/ 1317 watts
2. 6 cals/ 1206 watts
C. AD 20s max calories; 2 attempts; rest 10-12min between attempts
*Record wattage/RPM
1. 14 cals/ 1206 watts
2. 14 cals/ 1242 watts
Tuesday 13/9
Ai. BB strict press to heavy single; allow 20min to complete
48.5kg
Aii. Weighted pull up to heavy single; allow 20min to complete
87kg (inc. BW)
B. For time:
- 250m row
- 15 KBS (32/24kg)
- 25 burpees
- 15 KBS
- 250m row
4:20
Wednesday 14/9
Rest day
Thursday 15/9
A. 3min AMRAP:
- Burpees
+
Rest 20min
+
B. 20min AMRAP:
- 3 cleans (55kg)
- 3 strict pull ups
61 burpees
13+1 rounds
Friday 16/9
Rest day
Saturday 17/9
A. Row 60min for max metres:
13,405m, avg pace 2:14
Sunday 18/9
Rest day
Recent Testing Data (for Structural Balance Purposes)



DBX and Powell raise 7kg e/s x 10 reps
BB split squat 65kg x 6 reps
Front squat 92.5kg
Previous Training Cycles
Our training over the last 3-4 cycles (~16 weeks) has been weighted towards
high output metabolic efforts, hence the alactic and lactate tests with both the
rower and Airdyne. Strength has also been a goal, particularly in the upper body
lifts (CGBP and weighted pulls) and deadlift.
Why the Tests Were Chosen
Strength/power tests:
 To identify any weak links based on structural balance and strength
ratios.
 85% max rep tests to get an idea of neural drive/fibre type.
 To create a hierarchy of lifts (from weak to strong) and use this to bias
towards weaker movements.
Alactic tests:
 To evaluate progress in previous training phases.
 For comparison against other client data and also lactate/aerobic energy
systems.
 Covers a 10s and 20s time domain. Both on airdyne for direct comparison.
Lactate tests:
 To evaluate progress in previous training phases.

Covers a number of time domains:
o 60s row (lactate power – row not particularly conducive to 20s
efforts due to slower turnover)
o 3min burpees (self loaded lactate endurance)
o 250m row/15 KBS/25 burpees/15 KBS/250m row (mixed modal
lactate endurance)
Aerobic tests:
 Has been less of a focus in training. Goal is to see if the aerobic system has
been maintained (compared to some previous tests).
 Covers a number of time domains:
o “Helen” (7-10min time frame – moderate lactate system
involvement)
o 10 rounds of 500m row/15 burpees (25-40min time frame)
o 60min row (single modality aerobic, likely mode in CrossFit Open)
CP battery tests:
 No previous individual data on these – valuable for baselines.
 Two tests:
o 8min power clean AMRAP (had some previous data from other
clients for comparison)
o 20min AMRAP of 3 cleans/3 BW pull ups (nice indicator of longer
term muscular endurance and blood shunting – also a small
amount of previous data from other clients)
Evaluation Of Data
On the whole, I’ve been very happy with Jade’s progress. We’ve got a host of
previous testing results from the past year and we’re improving on the things
we’re focusing on.
The strength/power tests have allowed me to create a hierarchy of the most
important things to work on. These are (in order):
 The Olympic movements are relatively weak when compared to squat
numbers. Power in general needs to increase relative to strength (this is
also true for upper body power – C2B pull ups, kipping muscle ups etc.)
 The deadlift is significantly weaker than the back squat (low back is
failure point). This has improved 10kg over the past 4-5 months.
 Upper body strength movements (push/OH/pull balance)
 Front squat slightly behind back squat
 Single leg + rotator cuff numbers are good.
For the metabolic tests, there have been some great improvements in short-term
Airdyne and row outputs. We’ve struggled, for example, to get the row speed
under a 1:43 average. Very short-term power (5-15s range) is still a bit lower
when compared to 20/30s time frames.
Jade’s learned to “go there” when it comes to training the lactate system. Initially,
we struggled to dig into that system, something along the lines of “why are my
rests so long?” We still need to work on self-loaded exercises when in the lactate
system. Endurance in pull ups, dips, HSPU and burpees tend to become the
limiting factor in workouts, rather than the heart rate and the production of
lactic acid. We struggle to get enough speed in these movements to stay
anaerobic.
For the aerobic system, this was Jade’s strong point when she first started
training. She came from a background of long distance running, and aerobic
work sat in her comfort zone. While it’s hugely improved from when she first
started, over the last 5 months it has gone slightly backwards (about 30s down
over a 30min timeframe).
Overall, the hierarchy for things to work on regarding energy systems:
 Longer aerobic work (15-30min time frames) with focus on self loaded
and then mixed modal workouts.
 Very short term power output (sub 15s)
 CP battery work/muscular endurance, particularly with self loaded
exercises.
Going Forward
Based on the test results, I’m planning to target the aerobic system 2-3
times/week (with smaller touches on alactic power) for an 8-12 week period,
before reintroducing more lactate work.
The O-lifts remain a focus along with deadlifting and some pull variations from
the floor. More of the focus is shifting to power variations (lower reps, higher
sets with percentages rarely over 70% for better speed development). I’m
tending to shift more towards plenty of battery work for kipping variants of
upper body work.
During some of the longer aerobic pieces (MAP 5 >> 7) I’m favouring more
rounds with shorter rep ranges per round in an effort to minimise muscular
fatigue and maximise total reps.
Some targets we’ve set for the next 12-16 weeks:
 Clean and jerk 75kg
 Snatch 61kg
 Deadlift 125-127.5kg
 Back squat/front squat maintenance
 10 rounds of row/burpees in mid 32’s
And following that:
 “Fran” sub 5min
 Power clean/6” burpees 15-12-9 sub 4min (currently 5:10)
Business Systems Case Studies
A. 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.
Jim Collins’ “Great by Choice” makes it clear that the most successful “10Xers”
are different. They thrive where others struggle to survive, trusting in their own
instincts, beliefs and values to create some of the most successful and valuable
companies in existence. The principles they hold true aren’t revolutionary, and
they aren’t industry specific, but rather time-tested ideas that consistently create
success.
The hurdles that a fitness business owner may face are numerous, and
sometimes unpredictable. However, hard work, unwavering dedication and
drive and chronic discipline will underlie the success of any business owner and
their team, as typified by the leaders of the 10X companies.
The hurdles below are broad in their perspective, but by creating and executing
efficient systems to handle each of them, are not only manageable but can create
a great point of difference between the most and less successful businesses.
Hurdle #1 – Delivering a great fitness product
Often, failure to profit from a great training or nutrition system is not because of
a bad product, but because that system is poorly executed and delivered to
clients.
Provided that the product is the best it can be, it needs to be consistently
delivered and implemented with clients. It is crucial to develop a process that is:
 Specific to the business and it’s target clientele
 Methodical in it’s execution, and;
 Consistently delivered over and over again
The more consistent and reliable the delivery of the product, the more trust is
created, and more people will value the product.
Hurdle #2 – Fostering consistent growth
The 10Xers are prudent with regards to growth. Grow too little and profits dry
up. Grow too quickly and you can fail to deliver the product to the standards
needed (a compounding of hurdle #1). Make haste slowly.
It is important to set minimum and maximum levels of growth i.e. clients per
month. By being accountable and taking personal responsibility for these targets,
growth can be managed effectively while maintaining the quality of the product.
Consistent, manageable growth means that other hurdles such as staffing,
equipment and amenities/floor space can be reliably managed and demands
predicted with greater accuracy.
Once consistent and manageable growth targets are in place, and being met on a
month-to-month basis, plans can be developed for 6-, 12- and 24-month growth.
This might include plans for a second facility, or a move to a larger facility, or
even a branching out into a related field such as teaching.
Hurdle #3 – Generating leads
As part of fostering consistent growth, leads need to be routinely generated.
Initially, leads may come from a variety of sources and in order to understand
more about whom the business should target, data needs to be collected,
quantified and understood.
This evidence gathering is crucial, as it allows the business to:
 Fire “bullets” at a number of different targets to find out where the best
potential markets are and are not.
 Try different marketing methods aimed at those groups, effectively
calibrating and narrowing the focus to a more targeted audience.
 Creating bigger or potentially more costly (both in time and money)
marketing campaigns focused clearly on the most profitable audience.
By effectively “feeling out” the market and acting objectively on the data, there is
much more potential return on each dollar spent and each hour invested in
generating leads for the business. This method reduces the chance of firing
uncalibrated cannonballs and wasting far more time and money than was
necessary with a more systematic and evidence based approach.
B. Provide 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 Personal “Why”
I started aspiring to be a coach very early. My first experience with strength and
conditioning was at 15, when I was introduced to the gym through playing
Rugby. I loved the fact that someone could design and implement training
programs, and have continued along that road ever since. Never have I thought
that I should be doing something else or that this industry isn’t for me.
From this has stemmed a want to make others “better”, and to continually
improve. My personal why is “to make others better versions of themselves.”
My Core Values
1. Openness without judgment: I can’t possibly understand or empathise with
another person without an open mind and open dialogue.
2. Embody the Kaizen principle: Make haste slowly. Nothing worth doing
happens quickly.
3. Meticulous attention to detail: Get the small things right and big things
happen.
4. Above and beyond: Anticipate needs; help wherever help can be given, and
give people a new place to call home. Go the extra step.
5. Take personal responsibility, and walk the walk: I must lead the way I want
others to follow. Client’s successes are my successes too.
My Purpose
“To empower the individual to continually evolve into a better versions of
themselves.”
I really like this because it is open ended as to what can be defined as “better”,
and doesn’t just reflect physical fitness, as that may not be the driving force for
many individuals. I can facilitate, direct and guide them on their journey to what
they truly want.
My Mission
“In the next 2 years to open a business (July 2018) and generate a base of 30
clients (January 2019)”
My Goals and Plan
1. Create a business name and log:
a. Register business name with ASIC by December 31st.
b. It’s attainable because it’s simple (but very important) to do.
c. Relevant because it’s the first step in creating a business and the
representation of what I believe.
d. Set to a December 31st goal.
My plan is shortlist a number of business names (have three in mind), check the
availability for each through the ASIC database and make it my own. I will
contact two to three design groups (already have two contacts) and decide on a
logo by the end of the year.
2. Create a business website:
a. Website goes live by February 28th.
b. Again, simple in theory and the first point of contact between
prospective clients and myself.
c. Website and web marketing are important to establish an online
presence.
d. Set to a February 28th goal.
My plan is to research some of the most successful fitness/health blogs and
companies and note how they lay their sites out, post content, generate leads and
create email campaigns/drip feeds. Then I will blueprint and create a structure
for the website, including details of what I want it to look like, what the content
will be, methods of contact etc. Finally, I will create a costing for keeping the
website, updates and management.
3. Complete OPEX Level 1 CCP:
a. Receive my completion certificates.
b. Attainable because it is clearly defined with time set aside to
complete it.
c. Relevant as it’s a huge upgrade to my knowledge base and
practical abilities. Point of difference between other coaches.
d. Deadline for submission: October 25th.
This is my first big rock to complete before heading overseas (hence the
particular date). I have created and completed the first part of my plan – to read
Great By Choice and Influence: Science and Practice. Both essays are completed.
My calendar has set times to study (around work and training), and I have a list
of ordered tasks to be completed.
Business and Personal Plans and Visions
One Year Plan: Personal Goals
My first goal is to marry my partner of nine years. We’ve set the date for October
2016 and have planned our honeymoon for the end of the year. It’s been nearly
two years in the planning and will see a serious life goal completed (for both of
us).
My second personal goal is to compete in the 2017 CrossFit Open. My goal is to
finish inside the top 300 in Australia. I’ve really enjoyed training towards this
during 2016, and given that no metabolic training has happened for the past two
seasons (and I haven’t competed in an Open since 2012) I feel that this is
achievable, yet hard enough to warrant focused training and consistent
preparation.
Lastly, I’ve had an Olympic lifting target of a 235kg total @77kg. My plan is to be
able to hit that target before June 2017 (currently 225kg).
One-Year Plan: Business Goals
My goal is to create an online presence by December 2017 that, on the back of it,
has converted 10 leads to clients. It is something I can do while working solid
hours as a coach at another gym, and begins my journey into owning my own
business.
By February 2017, I plan to have a business name, logo and website in place. I
then want to create a plan for content, a social media calendar (involving
Facebook and Instagram), while continuing to train my clients (currently 25+
face-to-face hours a week and my main source of income).
Based on this, the goal by December 2017 would be to seriously investigate the
potential to open my own space and be able to finance it.
Three-Year Plan: Personal Goals
I find this very hard to visualise, and something I need to work on. I’m really
happy with how things have progressed personally this year, in terms of making
a commitment to my partner and buying my first property. I feel like I’ve ticked
plenty of the boxes I’ve set out to achieve recently.
For my personal growth, I’d love to get to a couple of seminars with Coach
Poliquin and a live course with OPEX. Financially, it may have to wait until 2018,
with the first financial commitment being to set up a business.
For training, my personal love is still strength training, and post-Open 2017, will
revisit my goals with the view to setting some new strength numbers (and
programs) for that time.
Three-Year Plan: Business Goals
My vision is to own my own space and generate revenue in excess of
$5000/month. My passion centres around running a high-cost, high service gym
focused on individual programming and customer care. I don’t envision running
a “standard” gym with group classes, and I want to be able to help a client control
their fitness journey for the long term.
To do this, I have to get through Stage 2 of Fitness Business Growth and solidify
myself in at least Stage 3. I would love to be able to employ 1-2 full time staff
members, and have each facet of the business running according to simple, wellplanned operational systems.
Five-Year Plan: Personal Goals
I struggled to visualise the three-year plan so this is even more vague! It’d be
great to be able to come full circle through the business and be able to spend my
time coaching, which is what I truly love. Having flexibility with the business and
not having to work “in” it would give me more freedom to do other things like
travel (my other passion in life) – much more remote, off the beaten track stuff.
Five-Year Plan: Business Goals
It’d be great to be at the point where I no longer have to work in the business,
and have freedom to do what I want to do, whether that is more grassroots
coaching, or even the potential to open another facility. This reflects a Stage 5
and beyond business. I’d also love to have a niche group of athletes to work with
at this stage, through building the business reputation and of course consistently
good results.
C. 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, and 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.
Company: BMW
BMW are a company worthy of admiration. Their success has led them to #45 on
the Forbes List of the top publicly listed companies (May 2016). More
importantly to me, BMW has the fourteenth most valuable brand in the world, in
the same echelon as IBM, Toyota, Intel, McDonalds and Samsung. Given that
BMW’s primary market base is almost a niche when compared to car giants
Toyota (#6 on the world’s most valuable brands list), this feat becomes even
more admirable. Everyone can afford a Toyota, but not everyone has access to a
BMW.
How BMW Creates Leads
Much of BMW’s brand value, influence and profit come from its marketing and
lead generation. BMW relies heavily on sponsorship, ambassadors and cleverly
placed “features” to market it’s product. They have a very clear idea of who their
target market are, as is evident by their advertising.
BMW’s marketing principle is centred on a simple idea – “prestige cars for
prestige people.” As far as sponsorship is concerned, BMW aligns itself with
prestige sports, particularly ones that are more exclusive or expensive to
participate in and best represent the range of cars they have to offer. Examples in
the Australian market are golf, horse racing and rugby. The popularity of
Australian motorsports allows the company to showcase its performance range,
something outside the scope of it’s average client, but brilliantly targeted to the
avid motor enthusiast.
The high prestige value of some of BMW’s range lends itself perfectly to lovers of
culture and the arts. BMW haven’t missed an opportunity here either, sponsoring
both the Sydney and Melbourne Symphonies and the Queensland Ballet – again,
prestige events for prestige people.
Ambassadors of BMW are also carefully selected and include sportspeople,
celebrities and television icons (namely the fictional James Bond). People will
naturally look at these scenarios as social proof of the quality of the cars BMW
produce. Based on the ambassadors and their endorsements, it appears that
owning a BMW creates an air of deference (or superiority), and the majority of
people have aspirations to imitate that.
Similarly, the product price creates the impression of quality. A big portion of the
brand’s value lies in its pricing, essentially creating a status symbol. There’s no
such thing as a budget BMW. It’s not available to everyone and becomes more
appealing to those who can afford it.
From Looking to Touching to Selling
BMW views the sales process as a continuous, fluid entity, constantly being
modified to stay as modern and up to date as possible. With leads being targeted
by huge brand value, the next stage comes in getting hands on and making the
experience real.
It starts with Auto Shows, drive days and rental/hire cars for luxury events. Each
of these styles of event allows physical contact with the product, and makes the
experience far more tangible, moving from a pipe dream to a reality.
Once the prospect moves to a qualified, potential buyer, the process starts online.
BMW have created a “Build Your BMW” website, again making the process much
more real. It’s also the beginning of creating real brand value and service.
Contact with a salesperson is available at any stage of the process from here on
in.
Once physically in the dealership, BMW aims to create a positive and inviting
space. It is very important to them to create “likeability” and move away from
the “hard sell” scenario. Not unlike Apple, BMW have started to employ product
geniuses, who are simply BMW enthusiasts paid to educate prospective buyers.
They aren’t commissioned in any way, making the client feel welcome and able
to ask questions without the pressure of buying.
Making the client comfortable is what drives the sales process. BMW have
focused on creating an experience, rather than just “selling.” The dealerships are
open plan and inviting to walk through. Desks have chairs on the same side, so
that the salesperson is on the same level as the client. Large screens with the
client’s online profile (from the “Build your BMW” site), preferences and
customisations are readily available, creating a seamless transition from the
online to the physical sales process.
Increasing likeability, physical comfort and enjoyment of the process of buying a
BMW goes a long way to contributing to the final sell. Many clients recognize that
the business has gone above and beyond before the sales process has started,
allowing for a reciprocity effect and a “commitment to buying.”
Creating Long Term Brand Loyalty
Three simple things create huge brand loyalty for BMW. The first is consistency.
Consistency in the quality of their products, their follow ups, car service
bookings and troubleshooting. Consumers’ behavior will naturally remain
consistent if the product provided also remains consistent and adaptive to new
demands. BMW strives to do this better than anyone else. Conversely, nothing
drives customers away quicker than a slip in quality, feeling like they’ve “lost”
something, or had it “taken away.”
The second is the connection with their clients. Two thirds of the value equation
is the customer experience and relationship with the brand. The sight, smell and
sounds of both the sales room and the cars themselves create a unique
experience that only loyal BMW customers will understand.
Lastly, anticipating the needs of the customer keeps them coming back. BMW has
grown from four models of car to over one hundred in the past forty years. This
allows a client whose circumstances will change (growing families, downsizing)
to stay within the brand, rather than defecting to a rival brand whose cars better
suit their needs.
In Conclusion
Combining all the features of BMW’s lead generation, sales process and long
term customer base has led it to being one of the most widely known brands in
the world, and certainly the best known and most accessible in the prestige car
market.
Each step of the process has been meticulously thought out, adapted and
implemented to suit a constantly shifting market, and continues to successfully
service that growing luxury car market year in, year out. This is what makes
BMW so worthy of admiration.