Jeff Nichols

Jeff Nichols is an exercise physiologist and coach certified by the National Strength and Conditioning Association as a Certified Strength and Conditioning Specialist (CSCS) and Tactical Strength and Conditioning Facilitator (TSAC-F) — both with distinction. He earned a double Bachelor's in Kinesiology and Chemistry from Troy University in 2002, after first completing his associate degree at Indian Hills Community College.

Jeff served 11 years in Naval Special Warfare — four years with SEAL Team Five from 2003 to 2007, followed by selection to the Naval Special Warfare Development Group (DEVGRU) in 2007, where he operated with SEAL Team 6 through multiple deployments. While serving, Jeff was the active-duty department head within the Human Performance Department, overseeing product development, product assessment, program assessment, and operator delegate support within Special Operations Command (SOCOM).

After his honorable discharge from Naval service, Jeff became the Co-Founder and Co-Owner of Virginia High Performance LLC in Virginia Beach, where he oversaw the programming and training focused on youth athletic teams, wounded veterans, and numerous tactical organizations. He now owns Performance First LLC with his wife Katherine in Banks, Alabama, providing training programs and coaching for the special forces population, law enforcement, fire, and other professional athletic teams.

Jeff has developed and continues to write programs designed to help his clientele perform at the highest level in their careers. He is relentless in his own coaching and in gaining knowledge from other professionals as the industry evolves — developing seminars, coaching, live chats, podcasts, online programming, Q&A email, a membership video website, TED Talks, YouTube content, and more. Through the accomplishments and loyalty of the special forces population, law enforcement, fire, and professional athletic teams, his continued success grows with Performance First LLC. This is his passion and purpose.