Welcome back to the Iron Sights Podcast! In this episode, I sat down with Jeff Nichols, former Navy SEAL and founder of Performance First.  Nichols has been a strength coach for over 20 years working with athletes of all ages in amateur and professional athletics. Jeff is certified through the NSCA as a Certified Strength and Conditioning Specialist and Facilitator both with distinction. Jeff began his career as a graduate assistant at Troy University under Richard Schaughnessy CSCS*D and later as an assistant managing 14 Varsity sports. After earning a double major in Kinesiology and Chemistry in 2002, Jeff joined the navy and spent eleven years as a Navy SEAL. Aside from serving as a SEAL while on active duty, he also worked at a Navel Special Warfare command as the active duty Department Head within the Human Performance Department. Jeff oversaw product development, product assessment, program assessment, and operator delegate within Special Operations Command (SOCOM) for Human Performance.After honorable discharge from Naval service Jeff became the Co-Founder and Co-Owner of Virginia High Performance LLC in Virginia Beach. Jeff oversaw the programming and training within VHP that focused on youth athletic teams, wounded veterans, and numerous national and international tactical organizations.Jeff now owns Performance First, a private business, specializing in optimizing human performance for the special forces branches of the military, fire, police, and federal agencies.Timestamps:00:00 Intro01:27 Jeff's Story06:21 War Background13:04 Dropout Rates17:40 Adapting In This World21:49 Surviving Post-War27:45 Performance First31:53 Passion To Serve33:50 Working with Operators38:39 Winning In Business48:03  Online Programs/Offers49:31 S&C Programs57:26 Business Is Business59:28 Programming1:05:04 Mistakes Athletes Make1:14:22 Phasing Programs1:23:51 Mentorship1:31:15 The Stigma1:34:10 The Next War1:44:50 Knowing When To Get Out1:50:28 Healing Treatments1:59:55 Seeking Safety2:05:17 Jeff's Seminar2:09:51 Health From The Top Down2:16:55 Performance Identity2:24:07 Social Media & ContactRed Dot Fitness Training Programs: https://www.rdftrainonline.comOnline membership (Full Access To All Programs & Virtual Coaching):https://www.reddotfitness.net/online-membershipVirtual Coaching:https://www.reddotfitness.net/virtual-coachingSelf-Guided Programs:https://www.reddotfitness.net/Self-Guided-Programs1Connect With Us:Website - https://ironsightspodcast.com/Instagram - https://www.instagram.com/ironsightspodcast/TikTok - https://www.tiktok.com/@ironsightspodcastFollow Jeff Nichols:Website: https://www.performancefirstus.com/Instagram: @jeffcscs