The Profile Dossier: Bob Bowman, The Coach Who Produces Champions

"Success has a lot of ups and down, backward and forward. Over time, you move in the direction you want to be.”

As a complement to the regular Sunday newsletter, the Profile Dossier is a comprehensive deep-dive on a prominent individual. The dossier editions are only available to paying subscribers.

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Bob Bowman was a coach at the North Baltimore Aquatic Club when he spotted a really fast 11-year-old named Michael Phelps. Bowman saw something special in the young swimmer, and told him and his mother they could achieve something great together.

Just four years later, Phelps would qualify for the U.S. Olympic team going to the Sydney Olympics. Fast forward to today and Phelps is the most successful and decorated Olympian of all time, with a total of 28 medals.

"Contrary to popular belief, Michael’s career has not been a fairy tale, where he comes into the pool every day motivated, dives in, and does everything I ask him to do perfectly," Bowman says.

Phelps and Bowman made plenty of mistakes early on, but they spent the years learning and correcting course side by side. As ESPN put it, "The relationship has at times been paternal, at times adversarial, and at all times successful."

The duo spent decades fine-tuning the tiny details of training and learning to be comfortable with being uncomfortable. When Phelps was 13 years old, Bowman would make him swim 21 races in three days. Another time, Bowman broke Phelps's goggles on purpose to teach him to swim blinded by water.

“I’ve always tried to find ways to give him adversity in either meets or practice and have him overcome it,” Bowman says.

As Phelps became a better swimmer, Bowman became a better coach. He has also trained Olympians Allison Schmitt and Cierra Runge, and he's led his swimmers to 38 Olympic medals.

Here's what Bowman can teach us about setting goals, performing under pressure, and succeeding in the face of adversity.

(Photo Credit: Stephen Spillman / Associated Press)

READ.

On his golden rules: Bowman swears by his "golden rules," which refers to his philosophy for achieving success. In this book, he breaks down the "10 steps to world-class excellence" through real-life anecdotes about how he coached his swimmers all the way to the Olympics.

On life after Phelps: In 2008, Bowman's entire world was consumed by swimming. "I only lived for the swimming — and, really, for the performances,” he says. “While that is a way to drive yourself 24/7 and get some things to happen, I don’t think it makes you a very happy person." So after Phelps retired, Bowman has been trying to relax by reading books like Eckhart Tolle's "The Power of Now” and Ryan Holiday's “Ego Is the Enemy.”

LISTEN.

On building a culture of excellence: In this in-depth interview, Bowman shares the strategies he uses to make his swimmers physically and mentally tough. "Swimmers know that there will be expectations and that the intensity level is going to be high," he says.

On respecting the process: Bowman believes that having respect for the process is what sets you up for inevitable success. In his program, he has trained the athletes to show respect for their teammates, competitors, coaches, and most importantly, themselves. You show respect by eating healthy, showing up to practice, and treating others with kindness. "If you approach [your life] with an attitude of respect, you're going to be the kind of person we want you to be," he says.

WATCH.

On the characteristics of champions: What makes champions great? At the elite levels of sport, physical dominance is a given, but what separates the good from the great? "What makes champions great is what's up here, and what's in here," Bowman says pointing to his head and heart. In this talk, he lays out the top attributes people must have in order to become the best in their respective industry.

On his goal-setting system: A massive goal can seem overwhelming, but Bowman recommends working backwards to get to the incredibly simple practical steps you can take today to get you there in a few years. He and Phelps refer to it as: "Dream, plan, reach." "The more specific you make your goal-setting and the more clearly-defined your time frame, the better it will be," Bowman says.

On achieving the impossible: This is a great video from the perspective of the coached. Phelps shares just how integral his relationship with Bowman was in getting him to the Olympics. "He had different pitches for whistles," Phelps says. "One was, 'Pick it up,' one was, 'What the hell are you doing,' and another one was, 'You've got to be f**king kidding me." It was his tight-knit, honest partnership with Bowman that allowed him to set — and reach — his ambitious goals.

TECHNIQUES TO TRY.

How you do anything is how you do everything: The biggest mistake Bowman sees athletes make is that they tell him practice doesn't matter. Their stroke doesn't have to be perfect, they say, as long as it's perfect in a race that matters. It’s easy to blow these things off or cut corners in moments that seemingly don't matter. "The fact is, it does matter: How you practice the little things. How you take to advice. How you work with teammates. How you inspire others. It all matters," Bowman says. Each and every task requires our best effort because these small actions are what determine the type of person we become.

Do the hard things in practice: When Phelps was a kid, Bowman broke his goggles before a race to see how he would react under pressure. It taught Phelps to count strokes so he would know when to flip at the pool wall. This paid off big time in the Beijing Olympics when Phelps's goggles filled with water and blinded him — yet he still managed to set a world record. This is why Bowman insists that you should practice getting the best possible performance in the worst possible conditions. “There can be no growth without discontent,” he says. “Michael learned skills so that under pressure, he could perform. Don’t try to make everything perfect for yourself — be tough on yourself.”

Learn to analyze the details: The higher up you go, Bowman says, the more the little things matter. One one-hundredth of a second could cost you a race. Bowman loves telling his swimmers that everyone is entitled to their own opinions, but they are not entitled to their own facts. "The facts are the things upon which you can make a good decision," he says. The road to success is long, tedious, and much more frustrating than people realize. "I think that it is very important to know your facts, know the details, and have a plan to get there," Bowman says.

Layer your goals: Pair your big dreams with the small practical steps necessary to get there. Bowman says you need a system of tiny short-term goals that are achievable. For example, if your goal is to go to the Olympics, you need to figure out what you need to do in the next year. That means breaking it down into very specific events, including the exact times you want to get. Bowman had Phelps list his goal time plus three very specific things he had to do in practice to make it reality. "If you have a goal, and you want to make it happen, you need to realize that it's a thousand of small decisions made day after day after day after hour after hour that get you there," he says. "It's not just some burst of inspiration."

Focus on the process: The basis of Bowman's program is that the process of success is more important than any outcome. In other words, if you focus on the process, the results will take care of themselves. Bowman often quotes legendary football coach Nick Saban: "Don't look at the scoreboard; play the next play." The thoughts you think, Bowman emphasizes, affects how you perform. “I tell them, 'Gold medals are out of your control. Another swimmer may simply be better than you on race day,'" Bowman says. "But if they set their sights on breaking a record—at nailing the best time possible—then they can visualize something that’s tangible, achievable, and within their control.”

QUOTES TO REMEMBER.

"Success has a lot of ups and down, backward and forward. Over time, you move in the direction you want to be.”

"The best coaches, the best bosses, the best parents, the best leaders are the ones who show their people not just how to get better but how to motivate themselves to get better."

"There comes a point in everyone’s life when he must set his own course and plan his own process."

"Wherever it is, go there. Thinking creatively requires a destination. A place where you can let your mind get to work."