This isn’t personal, but it’s been a long time coming.

This episode is aimed directly at the legacy industries of Art of Coaching, Strength and Conditioning, and let’s throw overall fitness in there too. If you work in high performance, physical therapy included, you’re included.

We know everyone deals with some version of this, but we’re speaking to the world we know best. The message?

Most of you say you want to be the best.

Most of you say you’re “in it for the right reasons.”

But you’re not.

You’re full of shit.

You’ve built a self-serving feedback loop—one that props up your ego and avoids any real discomfort. You’ll do anything but face your actual weaknesses. You whistle past the graveyard, pretending it’s all about the best exercises, protocols, or the next certification.

You could have the greatest program in the history of the world, but if you can’t work with the humans executing, it means nothing.

Today’s episode will hit each listener differently. Some will take it as a wake-up call. Others will feel like they’re getting roasted. And a few of you might even hear it as a love letter—meant for a group of talented people who are in desperate need of a gut check.

Turn it up, as Brett pulls no punches covering:

The massive divide between what people say they want—and what they actually do
CEUs and continuing education: how they keep you feeding the machine
Are you really a lifelong learner, or just another body fogging a mirror in the weight room?
Why real progress looks more like a boxing gym and less like a resort

Let us know what you thought of this episode. Whether you loved it or hated it, we welcome the discourse. Send your feedback to info@artofcoaching.com—we genuinely want to help those in our legacy audience who are ready to get honest and do the work.

The Apprenticeship

You say you want to be the best—then stop avoiding the conversations that actually test you. This isn’t another feel-good workshop or conference that lets you hide in the crowd.

At The Apprenticeship, we throw you into live, high-stress role-play scenarios and teach you how to navigate real conflict, difficult personalities, and power dynamics with clarity and control. No fluff. No theory overload. Just gritty, practical reps that expose your blind spots and sharpen your communication under pressure.

Because if you can't lead a conversation, you’re not leading anything.

📍Oakland, CA – July 12-13 📍Murfreesboro, TN – October 25-26

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Website: ArtofCoaching.com

Instagram: @coach_brettb

X: @coach_brettb

E381 | An Unapologetic Call-Out to Those Who Claim to Want to Be the Best at What They Do

The Art Of Coaching