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♦︎ Gettin' Real with JC Santana ♦︎

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Scott and JC discuss how an expert coach can adjust and succeed--without selling out--in today’s oft-unfair world of social media marketing.

• JC begins by sharing some perspective on the magnitude of people’s problems with a comparison of how South Florida and Puerto Rico were affected by a recent hurricane. Somebody always has it better and somebody always have it worse.

• There are two types of being alone: alone physically, and alone as in “no one loves me."

• Life teaches lessons, sometimes early in life, sometimes later.

• Great coaches aren’t often good business people.

• Scott shares a personal story of how his material was blatantly plagiarized and exploited.

• The wannabe expert complicates what’s simple and simplifies what’s complicated.

• Complaining about the unfairness of social media marketing doesn’t solve the expert coach’s dilemma.

• Not competing with the online pseudo-expert isn’t an option. They’re in the market. Compete or die.

• JC has recruited his son to create and run his online marketing, because his son has more expertise in the digital environment.

♦︎♦︎ “You cannot have old packaging.” - JC Santana ♦︎♦︎

• Is there a devaluation of real expertise? Yes.

How does the “expert” deal with this: introductory packages followed by guiding those who take advantage of the introductory offer.

• A product that sold for $199 in the ‘90s sells for $19 today. Because of the number of options available on the internet, the price-per-unit of product has decreased.

• Just because a product is popular doesn’t mean it works.

♦︎♦︎ “Give them what they’ll “bite,” then educate them backwards.” ♦︎♦︎

• What IS isn’t necessarily what SHOULD BE.

• Instinctive training that worked [for the bodybuilding pioneers] isn’t reflected in the research.

• JC compares engineering feats of today with the pyramids.

• Training should be adopted for different types of clients. An older client can’t be expected to do the same routine as a professional athlete.

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More about JC

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• JC Santana is a Certified Strength and Conditioning Specialist with distinction (CSCS,* D) and a Fellow (FNSCA) of the National Strength and Conditioning Association (NSCA).

• He holds bachelor’s and master’s degrees in Exercise Science from Florida Atlantic University.

• For eight years, he was the sport-specific conditioning editor for the NSCA Journal. He has served as NSCA’s vice president, chairman of the NSCA Coaches Conference, a member of the NSCA Conference Committee, and NSCA state director for Florida.

• His IHP certification system has certified 10,000 trainers and-counting worldwide in over 15 countries, including more than 200 Olympic coaches in China and South America.

• His Institute of Human Performance was voted among the Top Ten Gyms in the US.

• JC’s authored 17 books and manuals and produced over 70 DVDs. He has published more than 300 articles, many in peer-reviewed journals such as the NSCA’s Strength and Conditioning Journal.

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JC’s Institute, Books and Products

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The Institute of Human Performance, voted to the Top Ten gym in the nation

https://www.ihpfitness.com/

NEW release! JC’s Total Body Transformation

https://www.ihpproshop.com/product-page/jc-santana-s-body-transformation-book

Functional Training

https://www.ihpproshop.