The Business of Movement by Gray Cook

Now that you understand movement screening, how will you use the information?

The uncomfortable truth: The physical culture of much of the world has measurably eroded while the health and fitness field has managed its profit margins and delivered the illusion of rehabilitation and performance. The business of human movement has failed to manage its own downside.

Gray Cook, co-founder of Functional Movement Systems, believes you can break that trend by asking better questions of yourself and those you help. The Business of Movement guides you in how to listen to what movement is telling you in health, wellness, fitness and performance, and will help you implement standard operating procedures to build confidence in your responses.

Standard business strategies are unsustainable if what you’re trying to sell doesn’t stack up to your competition’s. Becoming a better practitioner is the most important thing you can do to unlock opportunities. The Business of Movement is your blueprint.

Part Onegrounds you in the foundational principles of the Functional Movement Systems.

Part Twooutlines the processes of implementing the Systems as a strategy to raise your effectiveness and efficiency.

Part Threeoffers examples from professionals who built successful careers and businesses across the fields of health and human performance.

No matter where you work on the continuum of human movement—from medical and wellness professionals to fitness trainers and sports or performance coaches—The Business of Movement will provide the map and compass to navigate the path to personal and professional mastery.
 

INTRODUCTION
Where You Begin Dictates Where You’ll End

PART ONE—AWARENESS
CHAPTER ONE: Principles—Strategies—Tactics
CHAPTER TWO: Changing Perception
CHAPTER THREE: A Modern Model of Movement
CHAPTER FOUR: Refine Your Value—Recognize Your Opportunity

PART TWO—OPPORTUNITIES
Identify Your Non-Negotiables
CHAPTER FIVE: Own the Process
CHAPTER SIX: Master the Functional Movement Systems
CHAPTER SEVEN: Understand Your Client
CHAPTER EIGHT: Start with Function
CHAPTER NINE: Have a Plan for Pain
CHAPTER TEN: Master Your Communication. Own Your Accountability
CHAPTER ELEVEN: Create an Experience, Instill Awareness
CHAPTER TWELVE: Protect the Quality You Find
CHAPTER THIRTEEN: Correct the Quality That Doesn’t Meet the Standard
CHAPTER FOURTEEN: Develop the Quality to Support Adaptation
CHAPTER FIFTEEN: Elevate Performance or Empower Independence
CHAPTER SIXTEEN: Know Where You’re Going

PART THREE—EXAMPLES
Turning Pro 
CHAPTER SEVENTEEN: Measure What Matters
CHAPTER EIGHTEEN: Build Your Community, Change Your Culture
CHAPTER NINETEEN: Build Your Team
CHAPTER TWENTY: Scale Your Business
CHAPTER TWENTY-ONE: Be Transformational, Not Transactional
CHAPTER TWENTY-TWO: Find Your Path

APPENDICES
SYSTEM OVERVIEW
RISKS TO MUSCULOSKELETAL HEALTH
RED/YELLOW/GREEN LIGHT EXERCISES
STANDARD OPERATING PROCEDURE OF MOVEMENT
EXAMPLE PATIENT PROGRESS NOTE