April's pick is "Shoe Dog: A Memoir by the Creator of Nike," by American billionaire businessman, co-founder and Chairman Emeritus of Nike Inc., Phil Knight.
It’s a messy, perilous, and chaotic journey, riddled with mistakes, endless struggles, and sacrifice. Phil Knight opens up in ways few CEOs are willing to do.”
Fresh out of business school, Phil Knight borrowed fifty dollars from his father and launched a company with one simple mission: import high-quality, low-cost running shoes from Japan. Selling the shoes from the trunk of his car in 1963, Knight grossed eight thousand dollars that first year. Today, Nike’s annual sales top $30 billion. In this age of start-ups, Knight’s Nike is the gold standard, and its swoosh is one of the few icons instantly recognized in every corner of the world.
Together, harnessing the electrifying power of a bold vision and a shared belief in the transformative power of sports, they created a brand—and a culture—that changed everything.
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Early exercise physiologists postulated the human body as a machine and theorized that the athlete with the perfect vitals would be able to run the perfect race. Oxygen intake is one attribute they believe which had a direct influence on an athlete’s abilities. During training, athletes can measure their maximum oxygen intake through their "VO2max"--the equivalent of the body’s horsepower. The more oxygen a person can take in (the bigger their engine is), and circulate through their body, the better they’ll perform – especially in endurance sports. An athlete can improve their VO2 max efficiency by running intervals for 2-3 minutes at their “VO2 Max” pace (which is a pace a moderately fit person can sustain for roughly 6 to 8 minutes).
Training at your VO2 max and lactate threshold paces, building muscle strength, improving lung capacity and other factors all contribute to your endurance. They improve your vitals - however they also teach you how to better endure pain. The original theory was that the athlete with the best vitals would be able to break the 4 minute mile. "Endure" lays out numerous examples that these factors, while important, are not the full picture. Early research continues to be challenged. We see this in the hour ride and in Nike's infamous quest to break the 2 hour marathon.
Is an individual’s physical limit set by their body or their brain? Highly skilled athletes feel pain, but it is their pain tolerance, their ability to endure and push through that pain that allows them to go further than others.
What have you found most interesting about Hutchinson's research?
What tactics do you use to push through the pain and continue on?
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