Episode 141. Gettin’ Real with JC Santana

Mar 4, 2019 | 0 comments

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Show Notes

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.


More about JC

  • 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.

JC’s Institute, Books and Products


Special offer for SSP listeners!

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…and also

Functional Training

The Essence of Program Design

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

IHPU (Institute of Human Performance University)


Visit The IHP Pro Shop for all of JC’s educational materials, equipment, and programs

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