








If you’ve been around strength and conditioning for awhile you’ll likely know Joe Defranco. Joe is one of the OG’s who started the warehouse gym movement, became a trainer to the pros, and is now one of the most accomplished coaches in the industry. 



He’s been there, done that, and still doing it. 







Joe has successfully moved from a career owning and growing gyms, to one where he works with only a select group of high end clients. He also has also launched a number of successful online products and courses, live certifications, and has an extremely popular podcast, and a supplement brand. 



Basically, he has done it all.



In this episode we get into how it did it. We talk about everything from what helps you stand out as a coach, the “old school” things that will work forever, the “new school” things you should focus on in today’s social media-driven world, what NOT to do, and how to build a career that is customized to what you want for yourself and your family. 



This episode is pure fire. You're going to want to listen to it till the very end.



Let's go. 







IN THIS EPISODE YOU’LL LEARN:



* How Joe got started and the birth of the warehouse gym* Why he didn't take the advice to NOT give away too much value on his site, and why that was a catalyst for his career* How to not miss the boat when it comes to standing out in your market* How Joe got “Triple H” and other celebrity clients to hire him as their coach* The IG/social media influencer “Priority Pyramid” and why you shouldn't get your priorities confused when you’re seeking fitness/training information online* The biggest mistakes coaches make on when promoting themselves on social media* What made Joe pull the trigger and shut down his 5,000 square foot gym to focus on a different path that ultimately created a better life* How to discover what you truly love doing as opposed to what you THINK you should be doing to help you build a happy and successful fitness career* A look into the way Joe trains to be the leanest and fittest he’s been in his life (in his 40s) without spending hours training everyday* Why neither of us have plans to monetize ours podcasts and still approach it * The biggest insights for coaches when it comes to becoming the go-to expert in your area and building a foundation for long-term success in the industry







LINKS AND RESOURCES:



Joe’s Instagram: https://www.instagram.com/defrancosgym/



Joe Defranco Official Website: https://www.defrancostraining.com



Certified Physical Preparation Specialist (CPPS) Certification Level 1: https://cppscoaches.com



Joe Defranco YouTube Channel: https://www.youtube.com/user/joedefranco/videos



Vigor Life Podcast (iTunes): https://itunes.apple.com/us/podcast/vigor-life-podcast/id1180256583?mt=2



Luka Hocevar YouTube Channel: https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?

E080: How To Become A World Class Coach, Build Your Fitness Brand The Right Way & Create The Lifestyle You Want w/ Joe Defranco

Luka Hocevar is the owner of the nationally renowned Vigor Ground Fitness and Performance gym in Seattle and founding father of Vigor Move &amp; Live in Slovenia, featured in Men's Health, Stack Magazine, Onnit Magazine, Entrepreneur Magazine, and on CBS. 

As a leading fitness and personal development coach this Vigor Life podcast is an extension of what Luka coaches every day and will provide tips, stories, motivation and inspiration to help you forge daily habits for a better body—through fitness, nutrition and mindset—build better relationships, create purpose in your career/business, increase productivity, be happier, and succeed (success comes from succession as in the "next step" - constant growth and expansion in your life). 
 
The Vigor Life podcast will help you piece together the puzzle pieces to your own extraordinary life.

Health & Fitness

It’s been a while and yet it’s always a pleasure doing an episode with my brother Martin Rooney. You can guarantee that Martin will spit fire about coaching, culture, and the lessons he’s learned along the way of being a leader in this industry for almost 30-years. 


Martin Rooney is an internationally-recognized entrepreneur, fitness expert, sought-after presenter and best-selling author. Martin is the former COO of the Parisi Speed School, a youth sports performance franchise with over 80 locations nationwide and is the founder of the Training for Warriors system. The TFW System is now operated in over 200 facilities in 20 countries worldwide and Martin’s programs have been used by over one million youth athletes and adults. 
 
As a presenter, Martin is regularly in front of over 10,000 people per year and has consulted Fortune 500 companies such as Marriott International, Nike, Prudential and Hasbro. Martin has also conducted training and development programs for Military Organizations including the Army Rangers and Navy SEALs, and has coach at and advised professional teams such as the NY Jets, Cincinnati Bengals, Carolina Panthers and NY Giants.  His university consulting clientele has included Arizona State University, University of Alabama, Oregon State University, Auburn University, Rutgers University, University of Tennessee Chattanooga and Montana State University. Martin has also been a training representative for Adidas.


As a coach, Martin has been listed in the top 100 Most Influential People in Health and Fitness for the last 5 years and in 2015 Martin was inducted into the Personal trainer Hall of Fame.  Over the last 15 years, Martin has traveled to over 35 countries to help prepare world-class athletes and teach trainers, coaches and students. Martin has trained hundreds of athletes from the NFL, MLB, UFC, NBA, WNBA, and Olympics. 


IN THIS EPISODE YOU’LL LEARN:
=> Why taking time off to explore a topic, a skill, or yourself is critical for growth. 
=> What Martin did to challenge himself and see if what he preaches in his coaching and books works in the real world (again).
=> Why kids didn’t care about Martin’s accolades or who he’s trained, but what they really cared about was ______.
=> Two things you MUST build so that you can build a powerful culture. 
=> Martin breaks down how to build trust step-by-step. 
=> How important being consistent is when it comes to making a change.
=> Some strategies Martin used to turn the culture around that you can implement in your team, business or organization. 
=> How to stop behaviors that are negatively affecting the culture of the team (this is tough for most people to do). 
=> Why clarity and vision are SO important when it comes getting everyone on board with the mission. 
=> What I learned from being around Martin for a decade and a half, traveling the world together (if you do this you’ll be successful).
=> The best way to set your culture is by setting the example (you are the tip of the spear for your culture).  
=> How I created 4 x 6 cards from watching Martin Rooney preparing, and it was one of the best things I’ve done to improve client experience. 
=> The compounding effect of culture and how it can turn from something little to creating a championship team (and championship character).
=> How to keep yourself “on fire” so that you can help other people be on fire. 
=> The power of surrounding yourself with people that challenge you to always become better. 
=> A powerful story about character that will inspire you!
=> How to deal with people that are not on board with culture, specific examples you can use. 
=> How to make sure you’re separating being a parent and being a coach.


LINKS & RESOURCES:
Martin's IG: https://www.instagram.com/themartinrooney/
Book:Coach to Coach https://a.co/d/20XNO5c
Book:High Ten https://a.co/d/20XNO5c
Luka’s Site:  www.LukaHocevar.com
Luka's YT: https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?view_as=subscriber

EP 173: Coaching Greatness, Reigniting Culture, and Being A Great Parent To Athletes w/ Martin Rooney

Whenever Jason Brown and I get together we could go on for hours about training, programming, coaching, and this time it was no different. We dive into the differences in training when 30, 40, and 50 and we break down principles as well as more specific strategies and give examples for clients training only 2 a week as well as 3 or 4x a week. We go over coaching mistakes, how much cardio you need, and much more. 
Jason has spent his entire 15+ year career training everyday athletes to become healthier, stronger, and better conditioned, using a combination of strength development methods & aerobic systems conditioning methods.


He’s written hundreds if not thousands of articles for his own website, T-Nation, and EliteFTS specifically about programming. His training systems were developed from a decade+ experience in the trenches training himself and other individuals, and through using these methods at CrossFit gyms all over the world.


 IN THIS EPISODE YOU’LL LEARN:
=> How goals change over the decades when it comes to what clients want to achieve and how programming should reflect that. 
=> How kids can change the focus of importance in fitness as well as in your constraints in training (mostly time and/or equipment).
=> How Jason improved his Crossfit performance by strength training less and increasing his conditioning. 
=> What Jason would prioritize in any program from 30+ (this is a weak link for most). 
=> Why conditioning is misunderstood and how it can improve EVERY aspect of performance.
=> Cardio will NOT make you slower and or crush your “gains” (and how I put on muscle, improved strength and power when doing a lot cardio).
=> The 3 buckets I categorize clients in and how it changes throughout the decades (this is important to understand). 
=> Why people with a higher training age do better with 3 full body workout sessions a week. 
=> Jason breaks down when high intensity/lower volume make sense and why people 30+ mess up their programs and don’t get results. 
=> The big question whether you should be sore after sessions, and if so, when.
=> How to discovering whether you have too much frequency and volume in your training, how to adjust it, and skyrocket your results. 
=> Why consistent strength training is like an insurance policy and allows you to train less later (while still maintaining results). 
=> The 2 and 2 template for strength and conditioning when you have a lot of stress in your life. 
=> Why Jason does’t like using bands or chains anymore and what he focuses more on. 
=> Why keeping things uniform in your training programs is important for the client (and no one has time to watch demo videos for 20 mins).
=> Why some of my personal program phases last 6-8 weeks (of the same training) and I get great results from this approach. 
=> Jason’s thoughts on isometric training and where I like to use ISO’s.
=> Why most “influencer” programs will break you (as they don’t understand the human body or have experience training clients). 
=> Why maximal effort straight barbell lifting is a NO GO in your 40’s and 50’s; Jason explains. 
=> Insight and strategies for more joint friendly training from our training and our clients training programs. 
=> My 2-1-0 model of leaving reps in the tank and Jason’s thoughts of training to failure.  
=> Our thoughts on de-load training and my breakdown of when de-loads make sense and when they don’t (and what a de-load even means).
=> Why we love kettlebell training and how we use them for strength and for conditioning. 


LINKS & RESOURCES:
Jason’s Site: www.JasonBrownCoaching.com
Jason's YT:https://www.youtube.com/@jasonbrowncoaching
Jason's IG: https://www.instagram.com/jasonbrowncoaching/
Luka’s Courses and Workshops  www.LukaHocevar.com
Luka's YouTube: https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?view_as=subscriber

EP 172: Program Design To Be Fit, Strong, Lean & Pain Free In Your 30’s, 40’s and 50’s w/ Jason Brown

I dive into more of the last couple weeks questions and topics that you inquired about, diving into some deeper than others but giving you applicable advice from the real world, whether its training, nutrition, coaching or building a fitness business. Check out this weeks topics below.  




 IN THIS EPISODE YOU’LL LEARN:


=> The difference between training to get tired vs training to get better.


=> The biggest mistake people make when it comes to their training and why it lacks the results they want. 


=> The simple way to eliminate nutrition deficiencies in your daily meals. 


=> The key supplements that actually make sense to take to help your deficiencies (and not the hyped up sups to take your money). 


=> My “A,B,C method” to help clients eat the foods they love while achieving their goals. 


=> Nutritional displacement and how you can use it in your favor to eat less, get more nutrients and a leaner, healthier body. 


=> Mechanical drop sets, why they’re effective in building muscle especially when you’re shorter on time. 


=> 5 different methods of mechanical drop sets I like to use in my clients training, with examples. 


=> Is training to failure more effective than training close to failure; what the research shows and wisdom says. 


=> My “2,1,0” system when it comes to training to failure in sets. 


=> How to develop your team up to coaching standards that you desire. 


=> How to run a successful challenge at your gym, simple breakdown and tips. 


LINKS & RESOURCES:


Luka’s Team Athlete For Life App: https://marketplace.trainheroic.com/workout-plan/team/team-vigor?attrib=584077-ig
Luka’s Courses and Workshops  www.LukaHocevar.com
Vigor Life Podcast (iTunes)  h
Vigor Life Podcast on Spotify https://open.spotify.com/show/0gp1uXtwfRUcBkfS1P1uim?si=kcUu2vhPRwuxdV5kTzQrug
Luka Hocevar YouTube Channel https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?view_as=subscriber

EP171: Tired vs Better, Eliminating Nutritional Deficiencies, Mechanical Drop Sets , & Should You Train To Failure Q & A

I’ve followed Jake Tuura for a while as he shares great information on everything tendons, and was able to finally connect in person as we both spoke at Mike Boyle’s Spring Seminar, then had to bring him out on the podcast as his presentation at Mike’s was excellent. We talked about, well, everything tendons! This is a must listen for every person that wants to keep healthy and strong tendons for life, especially coaches that can help their clients do that. 


Jake Tuura, MS, CSCS is a collegiate strength and conditioning coach.  He currently works at Youngstown State University.  Prior to YSU, Jake was an assistant S&C; coach at the University of Minnesota-Duluth. He earned his bachelor’s degree from the University of Wisconsin-Superior (2014) and his Masters from The College of St. Scholastica (2015). His website: jackedathlete.com helps athletes gain copious amounts of muscle, hit PRs in the weight room, and improve athletic performance.


IN THIS EPISODE YOU’LL LEARN:
=> What started Jake’s fascination with tendons.
=> One of THE worst things you can do for tendon issues - rest! 
=> Why most tendon issues are misdiagnosed for by doctors or even physical therapists. 
=> How Jake finally overcame jumper’s knee after many years of issues and pain. 
=> If you don’t have tendon issues you don’t have to care about tendon training, Jake explains in depth. 
=> The two biggest reasons you will run into tendon issues and how to address them. 
=> What aging will do to a tendon and why you must strength train and do plyometrics as you age. 
=> Strong muscles help tendons, weak muscles lead to “beat up tendons.”
=> The reason younger athletes run into tendon issues and how AAU is crushing the young athlete’s body. 
=> The difference between acute and chronic tendon issues and how to approach the rehab of each one.
=> Why strength training when you have tendon issues may be the FIRST thing you have to do. 
=> The exact breakdown of how to get back from a chronic tendon issue/injury. 
=> How you know whether training is helping or hurting your tendon recovery (most people have no idea about this!).
=> The “weekend warrior” protocol to make sure you can perform at your best and keep your tendons healthy. 
=> How lifestyle affects your tendons and why you should pay attention to your nutrition and your sleep/recovery. 
=> Why being “fit” is not the same as being “basketball fit” and how you must approach getting ready for ball. 
=> Why Jake believes that super heavy calf raises are going to be used more and more to prevent achilles issues. 
=> How blood pressure and metabolic factors can affect the health of the tendon.
=> Why mobility matters when it comes to tendon health and why you must maintain it (also why people that don’t, have problems). 
=> Does PRP or stem cells work when it comes improving the healing and rehab of the tendon. 
=> Why you can have similar outputs in your 40’s but you’ll have to __________.
=> Jake breaks down the exact rehab process of clients that have had knee tendon and achilles tendon issues. 
=> The power of isometrics and why you’d do it every day when you have tendon issues. 


LINKS & RESOURCES:
Jake's Website  www.JackedAthlete.com 
Jake's Instagram https://www.instagram.com/jaketuura/
Luka’s Courses and Workshops  www.LukaHocevar.com
Luka's YouTube  https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?view_as=subscriber

EP 170: How To Build Healthy Strong Tendons For Life, & Recover From Tendon Injuries w/ Jake Tuura

I’ve been fortunate to learn from and develop friendships with the best of the best. My relationship with Eric Cressey goes back close to 17 years where I went to a seminar of his in Birmingham, UK. Since then he’s been someone I have constantly learned from and continue to as we have grown in the industry, built our businesses and expanded in what we do. He’s not just an extraordinary coach but also a great human being that I’m honored to call a friend. Having a conversation with him is always insightful and thought provoking, and I learn a lot from it. 


Eric Cressey is president and co-founder of Cressey Sports Performance, with facilities located in Hudson, MA and Palm Beach Gardens, FL.  A highly sought-after coach for healthy and injured athletes alike, Eric has helped athletes at all levels - from youth sports to the professional and Olympic ranks - achieve their highest levels of performance in a variety of sports. Eric is perhaps best known for his extensive work with baseball players, with more than 100 professional players traveling to train with him each off-season. In January of 2020, he joined the New York Yankees organization as Director of Player Health and Performance. 


IN THIS EPISODE YOU’LL LEARN:
=> Eric’s involvement in multiple areas from being director of performance for the New York Yankees, running two successful facilities, coaching elite MLB players daily, and how it affects his views on strength and conditioning. 
=> Insights on the principle of: “What you know vs what you can implement.”
=> How strong is strong enough for athletes (as well as general population).
=> Strength is simple to build and sticks around but ________ is much harder to develop. 
=> The studies that show how impactful the work that high school and college strength coaches do and why building a foundation is SO critical.
=> The dangers of carrying your own training biases into the training programs of your clients and athletes.
=> Power drops close to 10% per decade in the aging population and rarely finds itself in most programs.
=> The surprising ability that we lost the most as we age, that MUST be trained. 
=> What Eric has charged in his in season programming for athletes in the last 5-years, based on research and his personal insights. 
=> The power of high quality warm ups and why it is so important and how you can get a 40% injury reduction. 
=> Why you may need less strength work in season and how 30 minutes of strength training can be enough.
=> Focusing on building relationships to get buy in to your program/system. 
=> The best ways to learn and speed up your growth that are completely underutilized. 
=> The sacrifices that have to be made to develop yourself as a great coach. 
=> Eric on investing in yourself and betting on things you understand. 
=> What is “work life harmony” and why balance in life isn’t what you think it is. 
=> The “Say yes to everything before 40, and no to everything after 40” quote and what it means. 
=> Eric’s thoughts on getting a college degree in the exercise science realm that will shock you. 
=> One thing that young coaches really need to analyze and the question they MUST ask themselves.
=> Why you should consider spending $100k’s on your undergraduate degree. 
=> How to really stand out as a coach, be a linchpin, and be scarce so that you can keep progressing in your career.
=> The #1 thing you can do is get a good mentor and be part of a great facility to learn in person, skin-to-skin. 
=> The power of the apprenticeship model and why it’s the missing link for most coaches. 


LINKS & RESOURCES:
Eric Cressey's Site www.EricCressey.com
Cressey Sports Performance http://cresseyperformance.com/
Elite Baseball Development Podcast h
Eric's IG https://www.instagram.com/ericcressey
Luka’s Courses and Workshops  www.LukaHocevar.com
Luka's YouTube https://www.youtube.com/channel/UCQ29YcBh-g6onRujX3wD_XA?view_as=subscriber

E080: How To Become A World Class Coach, Build Your Fitness Brand The Right Way & Create The Lifestyle You Want w/ Joe Defranco

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