{"product_id":"9781937716714","title":"How Bad Do You Want It?: Mastering the Psychology of Mind over Muscle","description":"\u003cp\u003e\u003cb\u003eThe greatest athletic performances spring from the mind, not the body.\u003c\/b\u003e Elite athletes have known this for decades and now science is learning why it’s true. In his fascinating new book \u003ci\u003eHow Bad Do You Want It?\u003c\/i\u003e, coach Matt Fitzgerald examines more than a dozen pivotal races to discover the surprising ways elite athletes strengthen their mental toughness. \u003c\/p\u003e\u003cp\u003eFitzgerald puts you into the pulse-pounding action of more than a dozen epic races from running, cycling, triathlon, XTERRA, and rowing with thrilling race reports and revealing post-race interviews with the elites. Their own words reinforce what the research has found: strong mental fitness lets us approach our true physical limits, giving us an edge over physically stronger competitors. Each chapter explores the how and why of an elite athlete’s transformative moment, revealing powerful new psychobiological principles you can practice to flex your own mental fitness. \u003c\/p\u003e\u003cp\u003eThe new psychobiological model of endurance performance shows that the most important question in endurance sports is: how bad do you want it? Fitzgerald’s fascinating  book will forever change how you answer this question and show you how to master the psychology of mind over muscle. These lessons will help you push back your limits and uncover your full potential. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eHow Bad Do You Want It?\u003c\/i\u003e reveals new psychobiological findings including: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eMental toughness determines how close you can get to your physical limit. \u003c\/li\u003e\n\u003cli\u003eBracing yourself for a tough race or workout can boost performance by 15% or more. \u003c\/li\u003e\n\u003cli\u003eChampions have learned how to give more of what they have. \u003c\/li\u003e\n\u003cli\u003eThe only way to improve performance is by altering how you perceive effort. \u003c\/li\u003e\n\u003cli\u003eChoking under pressure is a form of self-consciousness. \u003c\/li\u003e\n\u003cli\u003eYour attitude in daily life is the same one you bring to sports. \u003c\/li\u003e\n\u003cli\u003eThere's no such thing as going as fast as you can—only going faster than before. \u003c\/li\u003e\n\u003cli\u003eThe fastest racecourse is the one with the loudest spectators. \u003c\/li\u003e\n\u003cli\u003eFaith in your training is as important as the training itself.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eAthletes featured in \u003ci\u003eHow Bad Do You Want It?\u003c\/i\u003e\u003c\/b\u003e: 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 last of all John “The Penguin” Bingham\u003c\/p\u003e","brand":"VeloPress","offers":[{"title":"Default Title","offer_id":47137401176304,"sku":"9781937716714","price":18.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781937716714_p0.jpg?v=1769898109","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781937716714","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}