The Art of Non-Selling Sales

Sheri Walters’ journey to Director of Sports Medicine at Texas A&M University reflects a career defined by innovation, collaboration, and comprehensive integration. Walters discusses the "arms race" in collegiate athletics and how Texas A&M shatters silos through unit alignment and being intentionally present. Drawing from her EXOS experience, she highlights the impact of integrating sports medicine with strength and conditioning. Walters employs research-based cross-body training to maintain strength, prioritizing long-term rehabilitation over limb symmetry index testing. She explains how her Certified Strength and Conditioning Specialist® (CSCS®) and Certified Performance and Sport Scientist® (CPSS®) credentials enable her to elevate rehabilitation and speak the language of sport performance professionals. Walters underscores the importance of getting student-athletes back to team strength and conditioning as soon as tissues can tolerate it to promote physiological and psychological healing. She also shares how strength and conditioning coaches can optimize return to performance and reduce reinjury risk. Email Sheri at swalters@athletics.tamu.edu | Find Eric on Instagram: @ericmcmahoncscs and LinkedIn: @ericmcmahoncscs Catch Sheri’s session on bridging the gap in the collegiate setting LIVE at the 2025 NSCA Coaches Conference! Register to watch online at NSCA.com/Coaches. Fascinated by the intersection between strength and conditioning and sports medicine? Join other professionals in the Sports Medicine/Rehabilitation Specialist Interest Group (SIG) to discover more resources and engage in discussion.

This article from TSAC 76 provides health program frameworks to enhance the well-being of public safety personnel. Visit us online to learn more about tactical fitness and performance.

Clayton Kuklick, coaching researcher at the University of Denver, talks to the NSCA Head Strength and Conditioning Coach, Scott Caulfield, about what it truly means to be a master coach. Topics under discussion include motor learning, practice design, mentorship in coaching, and coaching standards.

This article explores what a facility-level culture may look like, identifies some of the expected benefits of purposely developing that culture, and discusses some misalignment between what coaches say they want the culture to feel like and the message the athletes are likely to receive.

This article discusses the importance of a strength coach in their institutions and how to effectively design and implement program mission, vision, and core values.

This article in NSCA Coach explores how developmental psychology enhances coaching in high school strength settings. Visit us online to learn more on high school strength training and exercise science.

Strength coaches build resilience in others, but sometimes life puts their own to the test. Katie Guillory, now Assistant Strength and Conditioning Coach at her alma mater, Louisiana State University (LSU), faced that test after a summer accident led to a below-knee amputation. As a former LSU softball captain with extensive knee and hip surgeries, Guillory explains her strong foundation for physical and mental recovery. For her, that means showing up and getting after it, even on hard days. Guillory encourages others to “act yourself into existence for a second,” believing that small, consistent steps — especially when motivation is low — are what build strong mindsets. Supported by the LSU community, she reflects on balancing relentless drive with vulnerability, accepting help, giving herself grace, and finding strength in connection. Her experience underscores that resilience is a lifelong mindset, reminding listeners that the same habits that build athletes can also rebuild their coach. Reach out to Katie on Instagram: @steel_guil and X/Twitter: @steel_guil | Find Eric on Instagram: @ericmcmahoncscs and LinkedIn: @ericmcmahoncscs Answer Bryan Mann’s “call to arms!” Many volunteer applications are open now through December 15. Step up and give back to your strength and conditioning community at NSCA.com/Volunteer.

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The Art of Non-Selling Sales