Bert Sorin, President and Co-Owner of Sorinex Exercise Equipment, talks to the NSCA Head Strength and Conditioning Coach, Scott Caulfield, about Bert Sorin’s upbringing and his experience being a collegiate athlete, how Sorinex is contributing to the field, and how TSAC is continuing to grow and improve.
Find Scott on Twitter: @scottcaulfield
Find Bert Sorin on Instagram: @bertsorin @sorinex
Or Email info@sorinex.com & bert@sorinex.com
 Show Notes “Taking the science, taking the training, taking the strength gains and making them into something.” 4:12
“I learned pretty quickly that there are genetic freaks in this world.” 13:18
“My life revolved around gaining weight, getting strong, and throwing far.” 14:23
“How you do anything is how you do everything.” 17:25
“Two things that I’ve noticed from people who have become successful: one is positivity, I’ve never seen a champion who is generally negative. They always believe there is a shot. Two is curiosity, keeps you pushing the edges and always fighting for the last inch.” 21:08
“People get into business because they like what they do, not because they like business.” 33:19
“If you only have one source of knowledge or a group of knowledge, then you only have a specific source of experiences.” 39:52“SET: struggle, eat, and talk.” 43:38

NSCA’s Coaching Podcast, Episode 48: Bert Sorin

This is the NSCA’s Coaching Podcast, where strength and conditioning coaches share their experience, lessons learned, and advice about how to thrive in a highly competitive profession. Published by the National Strength and Conditioning Association, www.nsca.com.

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Fitness & Nutrition

What does a typical day look like for a sports performance coach? Nicole Shattuck shares her experience working with women’s lacrosse at Duke University, where ample resources fuel athlete outcomes. Start by examining her comprehensive approach to readiness that raises awareness for both athletes and coaches. Guided by data, Nicole uses insights to adapt workouts, manage physical and mental stress, and deepen the athlete-coach relationship. New to lacrosse? Nicole breaks down a detailed needs analysis, outlining workload management for different position groups. Plus, as the Chair of the NSCA Lacrosse Special Interest Group, Nicole provides opportunities for lacrosse professionals to connect. Follow her unique path from a background in business and the private sector to finding her calling in collegiate coaching. Driven by a desire to build a Duke University sport science department, Nicole also recently earned her Certified Performance and Sport Scientist® (CPSS®) credential and reveals how it empowers her relationships with allied health professionals.
Connect with Nicole on Instagram at: @nicole_lilia or by email at: nicole.shattuck@duke.edu | Find Eric on Instagram: @ericmcmahoncscs or LinkedIn: @ericmcmahoncscs  
Join the NSCA Lacrosse Special Interest Group (SIG) online on Facebook, LinkedIn, or Instagram! Plus, get together in person at the Lacrosse SIG Meeting at the 2024 NSCA National Conference in Baltimore, MD. REGISTER NOW at NSCA.com/NSCAConShow Notes“I tell my athletes all the time, I can't motivate you, but I can provide you with an environment so that you feel motivated. And ultimately, it's going to come down to what goals you have. If you want to be the best ACC player in women's lacrosse, are your actions lining up with your goals?” 7:05
“I don't just want to say, “Hey, here's the report”. This is a really good place for us to get a bird's eye view and then that's going to start a conversation. It's going to lead to me walking up to an athlete during warm up and saying, “Hey, I saw you really aren't getting enough sleep. What's going on?” Then they feel like their needs are being cared for…” 14:30
“If I sit down with a coach and they tell me, “We win games in transition”. Well, what does that mean? It means that they have to be able to catch and throw the ball and clear effectively. They also need to be able to run up and down the field. So, how is that going to adjust my conditioning philosophy for that team?” 17:10

Nicole Shattuck | The Analytical Coaching Mindset

How does a small-town boy from Mid Wales become the next NSCA President? Follow Ian Jeffreys’ inspiring journey, beginning with his introduction to the NSCA in 1989 as a professional rugby player hungry for knowledge to perform better. Listen as he recounts the thrill of his first conference and why NSCA events are so much more valuable than just what is presented on the main stage. Then, dive into Ian’s career-defining contributions to speed and agility, sparked by his reverse-engineering approach that leverages movement patterns and strong positioning to elevate game speed. Reflect on decades of evolution in our profession, including increased career paths plus the rise of technology and AI — and why they can never replace the true human heart of coaching. Lastly, learn Ian’s vision for the NSCA’s future, which involves both listening and leading to maintain the NSCA’s position as the worldwide authority in strength and conditioning.
Connect with Ian by email at ian.jeffreys@nsca.com | Find Eric on Instagram: @ericmcmahoncscs or LinkedIn: @ericmcmahoncscs 
Join Ian’s inauguration at NSCACon 2024 in Baltimore, MD, July 10-13! Register at NSCA.com/NSCAConShow Notes"You know, the NSCA has always been a massive source of knowledge and information for me. But it was that first conference where I realized this is what I-- I have to keep coming to these because these are just so much more than purely information [...] you're able to share the kind of little questions that wouldn't be in on-stage presentation." 5:55
"My rationale behind it is, how can we develop our speed and agility in a manner that maximizes on-the-field performance? We have to start with analyzing the game itself and that's where the concept of game speed came from [...] it's a subtly different way of looking at speed and agility than the classic, where we look at our definitions, and we look at our measures, and we develop those capacities." 11:10
"We have to thank the pioneers, the people who set us on the road because they were the ones who were going against the grain of how strength training and conditioning actually helps sports performance rather than being a hindrance." 20:30
"If we go back to the early pioneers, there were guys in the weights room delivering the strength training, delivering the warm-ups, delivering running sessions, and so on. But now that's not the only option. You can have a career in academia in strength and conditioning. You can have a career in data within the areas of strength and conditioning." 24:15

Ian Jeffreys | Next Generational Leadership

Do you fear public speaking? It may seem counterintuitive for coaches who command the weight room every day, but it’s more common than you’d think. On the floor with your athletes, you’re in your element, but shifting audiences to administrators can have you second-guessing. Honing your communication and public speaking skills shouldn’t be saved until you’re eyeing a promotion — Coaching & Presentation Skills Coach Jenny Rearick advises getting in as many early reps as possible. Combining her experience as a collegiate athlete, strength and conditioning coach, and corporate marketer, Jenny founded Fit to Speak to empower fitness professionals in the “sport” of public speaking. Discover concrete strategies like the BLUF method to make sure your key message is heard. Learn how to seek out low-risk scenarios that can transform your speaking skills from just getting by to getting ahead. Plus, don’t miss her simple mindset shift to ease pre-presentation nerves.
Connect with Jenny on Instagram at: @fit_to_speak or online at: fit-to-speak.com | Find Eric on Instagram: @ericmcmahoncscs or LinkedIn: @ericmcmahoncscs 
Check out Jenny’s episodes in the new NSCA Presenter Playbook series on NSCA TV. Ready to take the big stage? Apply online to speak at a 2025 NSCA event before the May 15 deadline.
BONUS: Answer Bryan Mann’s “call to arms!” Get involved locally and give back to your strength and conditioning community at NSCA.com/VolunteerShow Notes“Maybe a strength and conditioning coach is part of a recruiting visit for an athlete, and having to connect with a high school athlete, or their parents coming through the weight room. You're essentially having to sell that program in a different way than you would to your athletes on the day-to-day.” 9:35
“If people are going to see my body language and hear my voice in the way I'm delivering this information, that's going to impact how they perceive that information. Because if they perceive me as being grounded and competent and confident in what I'm saying, they're more likely to buy into the information I'm sharing.” 24:20
“Whenever I talk about nervousness or anxiety, I love this quote by Mark Twain. He said, "There are two types of speakers in this world, the ones that are nervous and the ones that are liars."” 28:15
“I think it can be really empowering to know – what's the most effective way to organize information so that it can be easily understood or acted on as an example. There is an acronym that they use in the military called BLUF, B-L-U-F. They follow it mostly in writing, but it applies to speaking as well. It stands for Bottom Line Up Front. Some of you might be familiar with it. Essentially, what it means is the very beginning of what you're writing or saying should be the bottom line. It should be, what is my main takeaway? What is the most important thing I need to say?” 31:45

Jenny Rearick | Great Coaches are Professional Communicators

Since 1998, Bryan Mann has dominated strength and conditioning, securing positions at elite collegiate programs and defining research in strength, power, and velocity-based training (VBT). As the Academic Director of Strength and Conditioning at Texas A&M; University, Bryan still gets the rewarding chance to shape students like his former athletes, but now, he’s focused on the future. He’s expanding his scope to human performance as a whole — applying his coaching expertise to advance performance across general, special, and tactical populations. Join NSCA Coaching and Sport Science Program Manager Eric McMahon as we follow Bryan’s professional path, including his recent transition to the Aggie’s powerhouse performance staff alongside Bo Sandoval and Tommy Moffit. Plus, explore pioneering research on Parkinson’s, the rise of individualization in VBT, and how to create a “forward” (not backup) plan for career longevity.
Connect with Bryan on Instagram @jbryanmann or Twitter/X @jbryanmann | Find Eric on Instagram @ericmcmahoncscs or LinkedIn @ericmcmahoncscs
In this episode, you’ll learn about the NSCA Presenter Application process. Apply by May 15 to be considered for 2025 local events and conferences while earning CEUs for your expertise.Show Notes“What kept me coaching on the floor for so long, even with having the PhD, was watching the athlete develop from a child to a mature adult. [...] That’s what I really enjoyed. And I just use the weight room and jumps and sprints and everything as a vehicle for that.” 2:43
“You can take plyometrics and scale that to the aging population. That's going to help to the tightened isomers. That's going to help with the stored elastic energy that they're not getting depth through the resistance training. You could do all the heavy stuff you want. You can do all the fast stuff you want. But if you are not using the stretch-shortening cycle appropriately, you're not going to be influencing gait. You're not going to be influencing mobility appropriately.” 14:10
“Find what excites you. What do you think about at night? What do you think about in the morning? What is it that’s always on your mind? That’s the area you should explore [...] because that is what’s going to make you great.” 17:20
“If you have the ability to apply your skillset in another area, you just increased your ability within the job market to go ahead and apply that towards aging, towards general population.” 23:06
“The best ability is availability. And if I have my athletes out on the field feeling good, they’re going to be playing better than if they maintain 95% of their squat max.” 34:46

Bryan Mann | From Athletics to Human Performance: Shaping the Future

In this episode with Associate Head Coach of Athletic Performance, Anna Craig, you will learn how “Annual Strategic Planning” improves the professionalism and unity of the University of Texas (UT) Olympic Strength and Conditioning Department. Craig shares her coaching philosophy and talks about the role of mentors during her tenure at UT with NSCA Coaching and Sport Science Program Manager, Eric McMahon. This episode stresses the importance of building autonomy in student-athletes and having humility to effectively manage staff dynamics within collegiate strength and conditioning. Learn about how Craig’s off-campus work, coaching in the private sector, allows her to grow professionally. Tune in for some useful tips on staff and facility management.
Connect with Anna on Instagram at: @annaecraig or by email at: anna.craig@utexas.edu| Find Eric on Instagram: @ericmcmahoncscs or LinkedIn: @ericmcmahoncscsShow Notes“I want to encourage anyone who is a director of their team or anyone who is in charge of hiring or in charge of longevity—I want to emphasize just the importance of coaches being in their position for a period of time to really make an impact on the place that they are and to really make an impact on their programs and teams.” 5:47
“My philosophy, in life and in my coaching, is that I would like to—if you gave my athletes an exit interview or if you talked to somebody who knew me and you asked them, are you a better person and a better athlete having been coached by Anna than you would have been otherwise?” 11:23
“I want to intrinsically motivate my athletes to seek significant change within themselves and confidence within themselves to be someone at the end that they are proud of.” 12:32
“And part of that is just getting them comfortable with giving each other feedback too. Having hard conversations and giving feedback is uncomfortable. And if they can’t do it in an incredibly controlled situation within the weight room or within strength training, then they have no chance doing it in a heated situation on the field. They’re probably going to handle that incorrectly, not say anything. And so, I want to teach them how to be good communicators. I want to teach them how to be responsible.” 17:35

NSCA’s Coaching Podcast, Episode 48: Bert Sorin

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