Greetings from the wind-blasted sands of South Padre Island, where the only thing flying higher than my kite is the collective jaw of the music industry after witnessing what just happened with Sleep Token.

Now, I know this ain’t a metal newsletter…

….But stick with me—because there’s a lesson here every coach, trainer, or performance specialist needs to hear.

At the start of 2023, Sleep Token were just a mysterious, masked metal band with a cult following and a weird mix of metal, soul, funk with amazing clean and harsh vocals.

Not exactly mainstream material.

No viral gimmicks.

No label-fueled media circus.

Songs clocking at 8 minutes and 20 seconds – not exactly radio friendly.

Heck, nobody even knew their real names for many years and they did not even do a single interview.

But they had one thing in spades - sheer, genre-busting talent in an unique way.

Then it happened.

​They dropped Chokehold, followed by The Summoning, and the internet cracked open like a protein shaker without the lid.

One quote from the write-up in Metal Hammer nailed it:

“Veering between depraved djent metal, soulful vocals and shimmering electronics… The Summoning was more like three songs seamlessly crafted into one genre-fluid modern masterpiece… Suddenly, Sleep Token were the most talked-about band on the planet.”

Why?

Because they were exceptional at what they did.

And when you're that good—undeniably good—people will notice.

Maybe not instantly.

Maybe not in the way you expect.

But the payoff comes.

Always.

Always.

If you are a trainer or coach, is your reminder:

• It’s not always about the flash, the viral clip, or the social media hustle.
• It's not about always shouting louder—it's about crafting something so darn good it resonates on a different frequency.
• The world is full of noise. But mastery cuts through like a bass drop in a silent room.

Push the limits.

Sharpen your skills.

Deliver results that are so good, they speak for you—louder than any ad ever could.

Create raving fans.

Because while shortcuts fade, exceptional never goes out of style.

You got this.

I know you can do it.

Stay weird.

Stay world-class,

Much love,

– Dr. Mike

PS – if you want to get better at your craft, I am here to help you as the Flex Diet Cert will open again for 1 week starting on June 16, 2025.

PPS - if you are like me and love data, The Summoning by Sleep Token has 31 MILLION views! Bonkers. Love it. Hell Yeah! Long live metal and being amazing at your craft.

_____________________

Mike T Nelson CISSN, CSCS, MSME, PhD
Associate Professor, Carrick Institute
Owner, Extreme Human Performance, LLC
Editorial Board Member, STRONG Fitness Mag

Mike T Nelson is a PhD and not a physician or registered dietitian. The contents of this email should not be taken as medical advice. It is not intended to diagnose, treat, cure, or prevent any health problem - nor is it intended to replace the advice of a physician. Always consult your physician or qualified health professional on any matters regarding your health.

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