About

High-performance coaching for fencing athletes and masters

Hello, my name is Franco Cerutti

A high-performance coach helping high performing fencers and masters maximize their potential.

I want to start by telling you a story.

At the age of six, I took up fencing and, through years of practice, it has not only helped me to travel the world, it has also allowed me to fulfill my Olympic dream, and led me to become Olympic Chief of Sports Performance for the Swiss Fencing (SF) team at Tokyo 2020, and presently Director of Epee for the United States Fencing Association (USFA).

These roles have allowed me to help athletes on the world’s biggest stage, produce their very best under extreme pressure. That experience has helped me realize what it takes to reach the top of your game – and stay there.

Fencing teaches us everything we need to succeed.

Fencing encourages strength and mixes complex, attacking combat with giving and receiving the utmost respect from your opponent. But it also teaches us about balance and how if we have an overbalance in one area, other areas will suffer.

We figure out our strengths, stay in our comfort zone, and avoid our weaknesses – never fully realizing our full potential. We become over-reliant on routine and end up uneven and unhappy no matter how much we succeed. And this can then lead to us going the other way and not pushing ourselves to our fullest, which can result in our competitors stepping up and taking our place on the ladder.

Whether you are an athlete, investor, or entrepreneur, success comes from working hard, respecting the competition, and strengthening every area of your mind and body.

But life hasn’t always been about working in a dream job. I have only succeeded as a coach today because I have failed too.

After all my trials and tribulations I came to understand what it really takes to develop an Elite Mindset:

  • Getting fascinated instead of frustrated
  • Believing adversity is a bend in the road, not the end of the road
  • Being able to change your perspective
  • Knowing you want to practice the way you want to compete

Failure is a key part of success.

Over the years, I have climbed to the top of the ladder in several businesses. And made investments that have been beyond my wildest expectations. But with every success, there have also been failures.

I have worked in start-ups that have never reached their potential and made investments that haven’t turned out the way I had hoped. And during every failure, I have pushed myself too hard and been on the verge of burnout.

And I have the wrinkles and grey hairs to prove it.

Sustained high performance only happens when we stop focusing on the result and focus on the process.

That is where I come in.

Are you ready to maximize your potential?

Using my knowledge and experience, I support high-performing athletes and entrepreneurs in holding themselves accountable. Help them trust, respect, and enjoy the process of performance. And motivate them to exceed their maximum potential in sports performance, personal investing, or small business ownership.

I understand the frustrations that high-performers suffer when trying to achieve balance, remain disciplined, and believe in themselves against all odds.

So, believe me when I say, whatever you dream of achieving, high-performance coaching can help you achieve it.

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