{"product_id":"how-bad-do-you-want-it-mastering-the-psychology-of-mind-over-muscle-9781937715410","title":"How Bad Do You Want It?: Mastering the Psychology of Mind Over Muscle","description":"Elite athletes have known this for decades--and now science explains why. In his fascinating sports psychology book, How Bad Do You Want It?, coach Matt Fitzgerald examines more than a dozen pivotal races to explore how the best endurance athletes build mental toughness and gain a competitive edge.\u003cbr\u003e\u003cbr\u003e Fitzgerald takes you deep into the action of over a dozen epic events in running, cycling, triathlon, XTERRA, and rowing, blending thrilling race reports with exclusive post-race interviews. Through the athletes' own words and breakthrough science, How Bad Do You Want It? reveals that developing mental fitness is the key to pushing your limits and outperforming stronger rivals.\u003cbr\u003e\u003cbr\u003e Each chapter uncovers a defining moment when an athlete's mental game changed the outcome--showcasing powerful, practical psychobiological principles you can apply to your own training. This book is a must-read for anyone seeking to improve endurance performance, develop grit, and master the psychology of endurance sports.\u003cbr\u003e\u003cbr\u003eIn How Bad Do You Want It, you'll learn, \u003cbr\u003e\u003cul\u003e\n\u003cli\u003eMental toughness is what determines how close you get to your physical limit\u003c\/li\u003e\n\u003cli\u003eBracing yourself before a race can boost performance by 15% or more\u003c\/li\u003e\n\u003cli\u003eChampions succeed because they've learned how to dig deeper\u003c\/li\u003e\n\u003cli\u003ePerformance improves by changing how you perceive effort\u003c\/li\u003e\n\u003cli\u003eChoking under pressure is a form of mental distraction\u003c\/li\u003e\n\u003cli\u003eYour everyday attitude shapes your athletic mindset\u003c\/li\u003e\n\u003cli\u003eThere's no such thing as max effort--only going faster than before\u003c\/li\u003e\n\u003cli\u003eLoud spectators can actually make you race faster\u003c\/li\u003e\n\u003cli\u003eConfidence in your training is as crucial as the workouts themselves\u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003eAthletes featured include: Sammy Wanjiru, Jenny Simpson, Greg LeMond, Siri Lindley, Willie Stewart, Cadel Evans, Nathan Cohen and Joe Sullivan, Paula Newby-Fraser, Ryan Vail, Thomas Voeckler, Ned Overend, Steve Prefontaine, and John \"The Penguin\" Bingham.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eMatt Fitzgerald\u003c\/b\u003e is a certified sports nutritionist and the author of numerous books on running, triathlon, nutrition, and weight loss. His most recent books are \u003ci\u003eRacing Weight Cookbook\u003c\/i\u003e, \u003ci\u003eRacing Weight Quick Start Guide\u003c\/i\u003e, \u003ci\u003eRUN: The Mind-Body Method of Running by Feel\u003c\/i\u003e, \u003ci\u003eRacing Weight\u003c\/i\u003e, \u003ci\u003eBrain Training for Runners, \u003c\/i\u003e and \u003ci\u003eThe Runner's Diary\u003c\/i\u003e. Matt is a regular contributor to \u003ci\u003eMen's Fitness, Men's Health, Outside, Runner's World, Bicycling, Running Times, Women's Running, \u003c\/i\u003e and other sports and fitness publications. Fitzgerald is a featured coach on TrainingPeaks, Pear Sports, and Active.com. He is a certified sports nutritionist (CISSN) licensed by the International Society of Sports Nutrition. He lives and trains near San Francisco, California.\u003cbr\u003e","brand":"VeloPress","offers":[{"title":"Default Title","offer_id":52034103738642,"sku":"9781937715410","price":14.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_fbeb5f37-88fc-401e-9bdf-dfb692bebf18.jpg?v=1770986377","url":"https:\/\/surprise-castle.myshopify.com\/products\/how-bad-do-you-want-it-mastering-the-psychology-of-mind-over-muscle-9781937715410","provider":"Surprise Castle","version":"1.0","type":"link"}