Summary: ---------------------------------<br> ♦︎ Gettin' Real with JC Santana ♦︎<br> ---------------------------------<br> 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.<br> <br> • 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.<br> <br> • There are two types of being alone: alone physically, and alone as in “no one loves me."<br> <br> • Life teaches lessons, sometimes early in life, sometimes later.<br> <br> • Great coaches aren’t often good business people.<br> <br> • Scott shares a personal story of how his material was blatantly plagiarized and exploited.<br> <br> • The wannabe expert complicates what’s simple and simplifies what’s complicated.<br> <br> • Complaining about the unfairness of social media marketing doesn’t solve the expert coach’s dilemma.<br> <br> • Not competing with the online pseudo-expert isn’t an option. They’re in the market. Compete or die.<br> <br> • JC has recruited his son to create and run his online marketing, because his son has more expertise in the digital environment.<br> <br> ♦︎♦︎ “You cannot have old packaging.” - JC Santana ♦︎♦︎<br> <br> • Is there a devaluation of real expertise? Yes.<br> How does the “expert” deal with this: introductory packages followed by guiding those who take advantage of the introductory offer.<br> <br> • 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.<br> <br> • Just because a product is popular doesn’t mean it works.<br> <br> ♦︎♦︎ “Give them what they’ll “bite,” then educate them backwards.” ♦︎♦︎<br> <br> • What IS isn’t necessarily what SHOULD BE.<br> <br> • Instinctive training that worked [for the bodybuilding pioneers] isn’t reflected in the research.<br> <br> • JC compares engineering feats of today with the pyramids.<br> <br> • 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.<br> <br> ----------------<br> More about JC<br> ----------------<br> • 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).<br> <br> • He holds bachelor’s and master’s degrees in Exercise Science from Florida Atlantic University.<br> <br> • 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.<br> <br> • 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.<br> <br> • His Institute of Human Performance was voted among the Top Ten Gyms in the US.<br> <br> • 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.<br> <br> ------------------------------------<br> JC’s Institute, Books and Products<br> ------------------------------------<br> The Institute of Human Performance, voted to the Top Ten gym in the nation<br> https://www.ihpfitness.com/<br> <br> NEW release! JC’s Total Body Transformation<br> https://www.ihpproshop.com/product-page/jc-santana-s-body-transformation-book<br> <br> Functional Training<br> https://www.ihpproshop.
