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How Red Bull Helps Competitors Up Their Game, in Sports & Business | Inc. Magazine

517 views · Published 3 December 2015 · 2:17 · Indexed 26 October 2026

Channel: Inc. · 2015 · News & Politics

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Red Bull is bringing performance-enhancement techniques from the extreme-sports world to Silicon Valley.

BY JEFF BERCOVICI 

It's a warm Friday evening at Red Bull's headquarters in Santa Monica, California, and Michael Johnson, the great Olympic sprinter, is talking about what he misses most from his days competing. It's not the gold medals he piled up, or the world records, or the fame and endorsement deals. It's the gut-churning sensation any ordinary mortal would probably dread. 

"That's the actual thing I miss, the pressure," Johnson, who retired from competition in 2001, says. "Twenty minutes before a race, eight guys in a room, all of us know only of us will win. And it's probably going to be me." 

The line gets a big laugh and appreciative nods from the small audience, whose members are mostly -- but not all -- professional athletes sponsored by the energy drink maker. They're here for a six-day clinic Red Bull is putting on under the aegis of its High Performance program. The topic: "Performing Under Pressure." Led by Andy Walshe, a former performance director of the U.S. Olympic ski team, the High Performance program brings together experts from a slew of different fields -- the arts, the military, neuroscience, meditation, some more exotic ones -- to share insights of tangible benefit to Red Bull's youthful army of freeskiers, skateboarders, motorcycle racers, surfers and BASE jumpers. 

Read the rest of the article after the jump: http://www.inc.com/red-bull-performing-under-pressure.html

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