What Athletes Really Value

Get smarter every week with expert opinions, in-depth analysis, and real-world case studies to elevate your practice.

Expert Opinion - Charles Ashford and The Trust Economy in Pro Sports 

Think credentials are your ticket to working with elite athletes? Charles Ashford reveals a different reality. 

From inside the Dallas Mavericks performance nutrition program, he's discovered that trust—not degrees—drives athlete relationships.

His insight: "Athletes don't care about your qualifications. It's can you help them? Do you have their best interest at heart?"

Charles Ashford, NBA Performance Nutrition Professional

He's witnessed firsthand how relationships work with athletes earning "over 40 million dollars a year."

The secret? Treating every day as "an unofficial interview and evaluation." In his words: "Someone is always watching."

While high-pressure sports environments can be "pretty cutthroat" with staff "protective over their spaces," Ashford emphasises authenticity cuts through the politics.

Looking ahead, he believes genuine care will always matter more than technical knowledge in elite sports. But don't worry—you don't need to know everything.

The key takeaway? "Being a good person will go a long way" in professional sports. You don't need "all the answers"—you just need to show up authentically every day.

Watch Charles's full interview with the Performance Nutrition Network. Join the discussion and access more insights from leading practitioners. Save 25% off per month for life with code “pnnmember25”. LINK

Market Opportunity - From Academia to Independence: The Performance Consultant Pathway 

Top Pick: Dr. James Malone leaves 8.5 years in academia to build Malone Performance, offering specialised football science expertise to practitioners and clubs. 

Our Take: The elite performance industry is evolving beyond institutions. Independent specialists who bridge scientific knowledge and real-world application can create greater impact—while building sustainable, flexible careers.

Malone Performance model 
Here's why this matters:

• The Practitioner Crisis: Performance staff frequently experience burnout and stagnation—Malone's community addresses this industry-wide challenge through holistic development.

• The Portfolio Advantage: Multiple revenue streams (mentorship, consulting, speaking) create freedom and sustainability that institutional positions can't match.

• Leverage Through Content: With 3,500+ subscribers, consistent content creation builds authority that attracts clients without constant hunting. Check out the Football Physical Performance Community here. LINK

Resource Roundup 

A curated list of helpful links, resources, and reads for performance practitioners. Top 3 pninsider articles!

• How F1 Drivers Outsmart Jetlag – Discover Formula 1's strategic approach to managing body clock disruption, with practical light exposure techniques that can benefit any athlete facing travel demands. LINK

• Why Elite Rugby Players Eat Cold Burritos – Learn how Bristol Bears revolutionised post-match nutrition by prioritising ingredient quality and practical delivery over conventional catering—applicable to any team sport recovery strategy. LINK

• What Does Performance Nutrition Look Like in 2030? – Explore how technology like Hexis is changing nutrition planning, while understanding why relationship skills will remain essential even as AI and analytics advance. LINK

From the Community: Practical solutions for challenging nutrition scenario shared by practitioner.

This Week's Shoutout: A member asked for advice on meal options for a client working night shifts on highways without refrigeration access, who currently relies on convenience store purchases.

Source: Performance Nutrition Network

Key Community Insights:

• One performance nutritionist suggested insulated containers (like Yeti) for homemade soups to maintain temperature

• High-protein shelf-stable options like biltong, nuts, and certain yogurt/kefir products were recommended

• Strategic meal timing—larger meals before/after shifts with planned grazing during work hours—emerged as a practical approach

• Mapping out service stations with better food options along regular routes was highlighted as helpful planning

What You Can Learn: When traditional meal prep isn't viable, focus on temperature-stable alternatives and strategic timing rather than defaulting to processed convenience foods.

Join the discussion and access more practical solutions from practitioners. Save 25% off per month for life with code “pnnmember25”. LINK

High-Impact Career Opportunity

Part-Time Performance Nutritionist - Birmingham City Women FC – Championship side seeking SENR-accredited nutritionist to work with their Category One academy teams. The role spans player education, individualized nutrition plans, and collaborative work with the performance team across three weekly sessions (12-15 hours). LINK

Explore More Job Opportunities: Find more high-impact jobs via the Performance Nutrition Network. LINK

Quiz - RAMADAN & SPORTS PERFORMANCE

Last week only one person got the right answer. It was Professor Ron Maughan who famously said 'If it works, it's probably banned. If it's not banned, it probably doesn't work'. 

This weeks question:

That’s all for this week!

Speak soon,

pninsider.com