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Shelby Assmus, MS
Director of B2B Relations

Shelby is a business owner, consultant, and a strength coach that has impacted thousands of athletes and clients, and in businesses over five major regions across the world. She earned her Bachelor of Science from South Dakota State University in Exercise Science and her Master of Science degree in Kinesiology (focusing on Human Movement Performance and Strength and Conditioning) from Western Illinois University in Macomb, IL. She was the International Education Manager at a global strength training company, Eleiko, based out of Halmstad, Sweden. During her time there, they serviced education to over eight different countries and provided end-to-end business solutions that included strength training equipment and education to bring value to business owners. These solutions were for gym and fitness, high-performance, and U.S. Military facilities.

Shelby brings a wealth of knowledge and experience as well as very dynamic skill sets to medical fitness businesses, and her health and performance clients. She has practiced and executed excellence as a multi-sport athlete and coach, strength and conditioning coach and educator, researcher and curriculum developer, education manager, and business owner. As a coach, Shelby has worked with over a thousand athletes, clients, and members. These people have equally impacted her development as the professional she is today. Her coaching experience has ranged from 1-on-1, small group, large group, and remote coaching settings. She understands the needs and requirements for success in each level of training and coaching environment. Shelby’s specialty is in strength training, powerlifting (squat, bench press, and deadlift), and weightlifting (snatch, clean, and jerk) for both health- and performance-related goals.

Many coaches had the life-long impact that has inspired Shelby to be the same difference in other’s lives. Since 2005, Shelby has had an outstanding support system to help her grow and develop to become the athlete she is today. She has competed on various championship stages from NCAA Division I to world-level competitions. She strives to show her athletes and clients that there is a healthy relationship to reach their goals, both physically and mentally.

Shelby’s mission is to bridge the gap between health, fitness, and performance. She envisions a model of health that is the same — developing a cohesive system that utilizes the best practices to provide the best level of care. Shelby believes that there are fantastic aspects to learn from all three sectors, and it is her mission to bring the best out in your businesses by dissecting the populations you serve, your workplace culture, and aligning them with your values and mission.