“We need to see and understand that together we are better,” said Dave Austin, a locally-based mental performance coach whose new book, “Be A Beast,” has already hit number one in 22 categories in the United States, Australia, Japan, Canada, Germany and the U.K. The Rancho Santa Fe resident will be bringing his empowering message to the third annual Power of Collaboration Global Summit at the United Nations where he has been invited to speak on Feb. 29.
“At the U.N., I will be talking about how to bring more collaboration so everyone wins at a higher level,” he explained. “Even though we have differences and different needs, each individual can have an impact to create the change we seek. I have been asked to speak on how the change comes from within and how we get our minds to work for us rather than against us.”
That’s something with which Austin has had a great deal of experience. His company, Extreme Focus, has achieved remarkable results bringing out top performances in professional and Olympic athletes, business leaders and members of the military using a unique program it calls Beast Training.
That title is not just metaphor. Animals figure prominently in Austin’s training, and the subtitle of his book is “Unleash Your Animal Instincts for Performance Driven Results.”
“We use animals as triggers to instantly put you into the correct action,” he said. “Each animal has a special gift we can learn from, and when you understand how to use these in your own life, it becomes second nature. So when pressure hits, the image of the animals helps you stay present and alert so you don’t just go back into a habitual reaction.”
In fact, although the average retention rate after a person has attended a workshop is about 13 percent, Austin found that using the animal anchors resulted in a 92 percent retention rate. “The animal imagery makes the lessons memorable, which makes them very practical,” he said.
The results speak for themselves. In his more than 20 years of coaching, Austin has helped four Major League baseball players become MVPs for their teams and worked with tennis player Vince Spadia to help him rise from number 350 in the world rankings into the top 50 in six months, earning the record for biggest advance in one year of any player in the history of the ATP Tour. He also accompanied the U.S. Olympic Team to the World Cup in Scotland, where they had their best results ever.
“Players come to me because they feel like they’re not playing at their full potential,” said Austin. “Learning how to use nerves as a powerful weapon rather than the great distractor is another reason.”
Once people started to see Austin’s accomplishments, they began asking him to speak at business conventions and work as a private coach to executives. Because his program translates easily from the sports field, it has enabled him to help clients in every aspect of their lives.
“Playing a sport is a high pressure situation with a scoreboard, and you have to be extremely focused to perform well,” said Austin. “In life, we may not have a scoreboard or have millions watching, but if we use the same mental discipline, we can each be a superstar in life.”
Austin uses a five-step process to stop the chatter in a person’s mind and tap into their inner strength. He’s also developed a “game ready” technique that has become his signature and which puts his clients in the greatest position mentally to win. He does a “game ready” with athletes before starting a game, recording artists before entering the studio and business clients before important meetings.
Because most people will not have the opportunity to work one-on-one with Austin, he wrote “Be A Beast” to share his formula for success with anyone who wants to perform at a higher level and enjoy life more in the process. It’s the first of what will ultimately be a series of four books.
“I don’t think the general public understands the importance of having a coach — someone who can lead you through the landmines of life,” he said. “If I was going to climb Mount Kilimanjaro, I would hire a guide who has been to the top, and follow his footsteps. Life is no different and this book can guide you through all situations.”
Austin admits that he sometimes has to coach himself. “I’m human and I have challenges like anyone else,” he laughed. “But the principles work and I have to use them, not just teach them.”
If there’s any doubt they work, just look at how they’ve helped Austin in his own life.
“A friend had spoken at the United Nations and when I heard about her experience, I set an intention to be invited to speak there because it’s a real honor to be invited and have the opportunity to make a difference,” he said. “I set intentions last year to speak at Harvard, the Pentagon and the United Nations. Now I will have done all three.”
“Be A Beast” was co-written by Roger Anthony and Cathy Lynn. For more information about “Be A Beast,” visit www.extremefocus.com