Win Cycle: How World-Class Athletes Inspire a New Era of Executive Performance
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Welcome to the Win Cycle Podcast!
In this episode, IRONMAN Master Coach Matt Dixon introduces Win Cycle, a performance-first leadership system inspired by elite athlete training principles. Designed for executive and academic teams, Win Cycle aims to build systems for sustained high performance. The program, developed over 18 months and launched in 2024, has seen significant growth and positive feedback. Key components include physical foundations, mental game training, and team collaboration. Results show 100% of participants report improved energy and performance habits, with an average adherence to 10 core habits at 86%. The program has received high ratings and positive feedback from clients, highlighting its effectiveness in enhancing team performance and well-being.. If you have any questions about the Purple Patch program, feel free to reach out at info@purplepatchfitness.com.
Episode Timecodes:
00-1:15 Promo
1:44-4:26 Show Intro
4:33-12:16 Sami Inkinen
12:36-23:06 Understanding the Landscape
23:46-end on Purple Patch Products
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TRANSCRIPT
Matt Dixon 00:00
It's a different one today, guys, and if after listening, you're excited to connect with me or the team to learn more about win cycle, feel free to visit the website win cycle.org That's W, I N, C, Y, C, l, E.org. We partner with a broad range of organizations, from multinational corporations to fast growing small businesses, even leading academic institutions. Yes, we're talking to you Oxford University, whether through keynotes, workshops or multi week simulations. Our mission is simple to help you and your team build systems for sustained high performance. Reach out for a complementary needs assessment so we can understand your unique challenges and goals. Our superpower customization, every engagement we do is tailored to the specific needs of your team. We'll keep the same contact for our regular podcast listeners, info@purplepatchfitness.com, or, of course, you can fill out the form on the website. One more thing. If you know anyone that might be interested in learning more about win cycle, please share this episode and the website with them. Word of mouth from performance driven leaders like you makes all the difference in the world. Enjoy the show. We're going to talk about the website. I'm Matt Dixon, and welcome to the purple patch podcast. The mission of purple patch is to empower and educate every human being to reach their athletic potential. Through the lens of athletic potential, you reach your human potential. The purpose of this podcast is to help time-starved people everywhere integrate sport into life.
Matt Dixon 01:44
and welcome to the win cycle podcast. Yes, indeed, it's a different one today, and I'm going to hijack the regular purple patch podcast, because this is a unique bonus show today, and it's one that I'm incredibly excited to share. It may only resonate with a portion of our listeners today, but that's all right. I'm going to share the story behind win cycle, our performance first leadership system shaped by the training principles of elite and world class athletes and built for executive and academic teams who play to win. We are releasing this episode alongside the launch of our official website for the program win cycle.org, that's W, I N, C, Y, C, L, E, dot O, R, G, and while the website is new, the program actually isn't. We've been going at this for more than a year so far, and we have carefully designed win cycle over the last 18 months, and then quietly rolled it out in the middle of 2024 2025 this year, as I record as we come towards the end of the year, has been a year of implementation growth, and I tell you What a host of valuable lessons.
Matt Dixon 03:02
And so we thought, You know what, why don't we pause, come up for a high performance trait, a little bit of reflection, and share some of those lessons and insights with you today. And so if you are normally listening and you're looking for triathlon training guidance, I've got to be honest with you, this might not be your usual episode, and you might not glean that much from it, but I do encourage you still to stay tuned, because the parallels between sport and leadership performance are way too powerful to ignore. I think you might have fun as well, and it's going to give you some insights into what we've been working on beyond our regular triathlon programming. And if you're listening today and you're in any kind of leadership role, whether it's academic, a startup business, small, mid size, or even a member of a large organization, I think you're going to thoroughly enjoy today's show, and so stay tuned. Enjoy it. Over the course of the show, we are going to share the origin of the program, win cycle, an overview how it actually works. We're also going to outline common challenges and themes that we've seen across industries. Where is business right now? What's happening? What are the challenges that we're trying to solve to get to sustained high performance? And we'll even share some of the results impact and lessons that we've learned by implementing win cycle. So far, it is all in and I say it for this show in the meat and potatoes.
Matt Dixon 04:33
Yes, the meat and potatoes. And today we're talking about win cycle, our performance, first leadership program. I think we should start at the beginning. How did win cycle actually emerge? Well, the truth is that the program itself is really a endeavor that was born out of more than two decades of coaching and ultimately born out of demand. You probably know some of the success that. Had with the purple patch pro squad, so many Iron Man victories, multiple world titles and beyond. These pros, many of the athletes that reached out to me were performance driven, business leaders, CEOs, founders, executives that were seeking improvement in both sport and leadership. And so I had a unique coaching journey here I was leading and developing these world class triathletes, and at the same time, found myself working with so many top business leaders, and I started to see the parallels some of the challenges that elite sportsmen faced that were so similar to the challenges of leadership, both require deep commitment and hard work. In order to be successful, there needs to be a great amount of resilience and perseverance. The truth is, to achieve anything of value in life, there's no shortcut. They have to perform under pressure, immense pressure, and step up when the opportunity arises or demands and there is an absolute need in order to excel, to show up your best every single day. The similarities were striking.
Matt Dixon 06:16
But over time, I realized that the solutions were equally similar. In fact, when I applied the same systems that I had to the professional athletes to these top business leaders, I kept getting the same feedback. I'm getting faster in my hobby. That's great. That's what my job is. But also, I'm gaining an edge in leadership. I'm being more effective at work. I'm showing up better every single day. Now I'm a pretty slow learner, but over time, what emerged was perhaps the most critical coaching epiphany for me, performance is performance, and the simple fact that our solutions that were originally designed to drive elite athletes to world class performance. They apply in any arena. I'm going to highlight a case study here. Sami inkon is someone that I've discussed on this show, and in fact, someone who is coming onto this show once again in just a few weeks. He's the founder and COO of Trulia. He was also one of my coaching clients for 10 years in 2012 Sami had an unforgettable year. Trulio went public and went on to be sold for three and a half billion dollars. And in that same year, Sami didn't just train for and complete an Iron Man, which in itself would be remarkable. He won his age group at the Hawaii Iron Man World Championships. And of course, whenever I highlight that case study, the natural question is, how the heck did he fit it all in?
Matt Dixon 07:52
Well, he didn't do it by adding more. He didn't do it through straight discipline. The truth is that by Sami taking on a huge physical challenge, some might say the toughest physical challenge, amplified his leadership performance. It became an important performance inducing lever that boosted his energy and cognitive function. It helped him hone and develop a high performance mindset, and it gave him greater control capacity and paradoxically, more time. Sam is approach of parallel driving to business performance while chasing high class performance in triathlon became a system, a system for thriving under pressure. And there is a leadership truth here, because through our work together, what Simon quickly realized was that to get the most out of his team, he had to create system and processes that support high performance. And so very quickly, he also began empowering his team at Trulia to adopt the same very, very simple athlete inspired practices and habits that drive better collaboration, improve productivity and overall culture. Of course, Trulia went on to be known for its high performance culture, but this is something that he's recreated now in his latest venture, Virtua health, in a completely different industry, where their mission is to reverse type two diabetes, Sami and others like him reached out to us and asked us to systemize this approach. That system became win cycle. So what is a win cycle? Well, it's a state in which success feels almost inevitable. It's when what we've learned that we can help individuals and teams build simple and repeatable habits and form a platform of health and energy and one in which individuals.
Matt Dixon 10:00
Adopt the mindset of an athlete and then leverage the amplifying impact of team. The results become unstoppable, performance on repeat. It's something that we did with our professional athletes. We implemented it with top business leaders like Sami ings and his team, and today, we want to give you the insights in how we could do it for you. I want to be clear here, this has been an iterative process for us. In fact, Kelli and myself have been running purple patch for many years, and we have a thriving business under the purple patch umbrella, coaching athletes all over the world. We also have this fantastic performance center that we sit in here in San Francisco, in which we welcome athletes for a host of services. And so we're busy, and we had to think long and hard. Do we really want to step out of our comfort zone and aim to develop something really different, while synergistic and anchored in high performance, something that would challenge us. And we decided yes, we didn't want to turn our back on purple patch, something that we don't intend to do. We still love helping athletes perform and have huge breakthroughs. But this felt like, for lack of a better phrase, almost a calling, an opportunity to have a really positive, broader impact. So I think it's helpful to go into the development of win cycle. How do we actually build this as a standalone program under the purple patch umbrella? Well, the truth is that building win cycle was somewhat similar to me as almost writing one of my two books. The difference is, this time, I wasn't alone. We began designing win cycle from the ground up with Kelli, my wife and, of course, my business partner, as well as an incredible team to formalize the methods that we'd worked on for decades, we knew that we know how to help people show up better. We're also experts at building winning teams and even developing, over time, high performance cultures. In fact, we've done it at purple patch, within the purple patch pros, within the broader group of purple patch athlete base, even purple patch itself, our coaching team and employees, but now we were entering the corporate space working directly with leadership teams.
Matt Dixon 12:32
Initially we found ourselves, or to be honest, myself, I found myself trying to fit into an existing leadership framework, and I started to shape the language. Almost the stuff that had been so powerful for us at purple patch was trying to shape it into sounding more corporate. I started to think, if we're going to go into the leadership space, I need to make sure that this feels really corporate, and then suddenly had an epiphany, a turning point. We should just be us. We should do what we know works. We've been doing this for two decades. Why don't we just be us? It's okay if we have fun, that's our brand. It's okay if we take people out of their comfort zone, because we know that we can help them grow. We coach. We don't want to be sterile, we don't want to be like everyone else. We want to create something really different. And that was a huge shift in perspective. As we were patiently in the developmental phase of this program, we decided we want to bring something different, something fun, immersive and results driven. After all, that's been our whole mindset all the way through the last two decades, we deliver results, and we wanted to make sure that we were building this on performance systems that we know work that delivers measurable outcomes. One of the things we did think was really important, though, is that we should understand the current landscape that we would be venturing into. So before we did anything, we identified two things. Number one, our methodology, what is it that really works for us? And we started to design a really simple model, pulled out of how we coach world class athletes for so many years, how we scaled our business, how we implemented systems that was simple and repeatable, and we started to formalize that into a program, but we also wanted to look externally at a little bit, what are the challenges that so many leaders and organizations face right now, and so with the help. Of an innovation expert, Lauren Belden, we conducted 15 in depth interviews, each of them 90 minutes each.
Matt Dixon 15:09
And these were interviews with CEOs, founders CHROs, senior partners from companies such as stripe, McDonald's, USA, under armor, Korn Ferry, Kirkland and Ellis, as many other smaller companies as well and as well as academic institutions and even managing partners at venture capital firms and private equity companies. There was a broad swath of leaders at the very highest levels of industry. We started to dig into the word performance, and we wanted to look at topics such as navigating the hybrid workspace, remote versus in person, something that exploded in the face of the pandemic, integrating AI effectively. We wanted to assess how the rates of burnout were or declining personal well being, what were the gaps in trust, alignment and collaboration? We also wanted to understand what the word winning meant to these leaders and organizations. Well, I can't go through and share everything right now, but I will give you some interesting insights that we found. And the interesting thing is, these were remarkably consistent across all types of leaders and the broad swath of industries that we touched on for the sake of the show, I'm just going to share a few. Number one in today's fast paced business, the demands are increasing. The theme that came across was, it is a greater rate of change and demand than ever before, and almost all the leaders that we talked to were looking for better ways to help their people become more change able. That's my phrase, by the way. How do we navigate growth and scale effectively? So in other words, all of these leaders are seeking for ways not to just go quarter by quarter but year by year. How do we drive to high, sustainable growth?
Matt Dixon 17:12
That was one big thing we identified. A second was silos and the absolute perils of a breakdown of communication between the different areas in organizations. There's a theme that working in silos doesn't serve companies' best interests, and so many of the leaders were looking for ways to build more trust collaboration across teams. There are also two big needs that we saw across many of the leaders. The first is an absolute requirement to start really genuinely investing in their people as human beings, the themes of burnout, apathy, underperformance, it's corrosive, and we're starting to see a breakdown of loyalty to companies, perhaps accelerated by the remote workforce, higher rates of burnout. And so there's a shift in perspective of the table tennis tables and the cafe food that's free, that's not the thing. How do we genuinely invest in people to enable them to feel better and show up better, and break this mold of high burnout across the team. And the second, which is almost paradoxical in many ways, is, how can we infuse a winning mindset back into the team? There's a little bit of fragility. That word is used a lot and came up a lot with us. How do we actually get winning as a mindset back into the team, and what are the mechanisms to enable the whole team and organization to be aligned in a shared mission with a thirst for results? In other words, there was a shift that was occurring when we did these, which is, it's okay to be driven by results. At the same time, I want to invest in my people. This became huge. Finally, talent bench, that was a whole component that almost every organization had. How do we actually create systems where we have great talent in place? Team building is really challenging, no matter the size of the organization. But how do we also develop a talent bench that can step into roles and is ready to have upward trajectories through organizations? This was a huge topic of relevance. Leaders need to cultivate a deep talent bench that can adapt and respond to all of these ever changing demands, and, of course, the through line of it all, yes, something that is growing under our feet.
Matt Dixon 19:48
Ai, how do we actually adapt embrace and leverage AI to our advantage? This is probably the number one topic that. Permeates throughout all of the organizations. So this was an incredibly empowering and insightful set of interviews that we had, and we spent half a day going through this whole platform, all of the information we had, looking for themes, challenges, talent, bench, winning, personal, well being, all of these components that we started to understand, and then we reflected on ourselves and said, We understand how to create long term, sustained high performance in both world class athletes and top business leaders. We understand how to develop systems that will drive culture. We have great experience in developing winning teams. So now what we must do is build win cycle to address these realities that business leaders face head on, combining our proven performance systems with the modern leadership challenges. So how does it work? Well, there are three core levers to the model. The first is putting a physical foundation in place. We call that the performance base layer. I've talked about this on the show before. This is a simple set of practices and habits that enable every participant to show up feeling better with increased energy and enhance cognitive function. In other words, the ability to focus, process information, access long term and short term memory. Aspects like this, no matter the arena, we do better when we feel better.
Matt Dixon 21:36
Now, the interesting thing, when I introduced this concept in the early days, the first reaction to many C suite executives I spoke to was, whoa, this is good, but I don't want to tell my employee employees how to live their life. But what we've already experienced so far is far from it being that it's actually viewed and greeted by the participants as a gift, while my leader feels like they care for me as a human being, they want me to feel better. Because this isn't athletic conversion therapy. This is actually helping simplify and putting intention behind stuff that we have to do anyway. And so the first level always starts with the physical, but that in itself doesn't create sustained high performance. The second is the combination of the physical of the mental game, mindset training for greater resilience and performance under pressure.
Matt Dixon 22:36
Mindset traits are not genetic or innate. We can develop them. We can hone them. They are in all of us, and through our systems and programming, we equip you to become better at the mental game. But the thing that takes it to the whole next level, that creates exponential results, is when we convert individual brilliance into collective effectiveness team. When we combine physical practices of performance based layer with the mental game in a team setting, we hit it a win cycle. Now there is any other components and bolt ons that we also dig into the art of coaching, equipping leaders to actually coach, not just manage, fostering greater alignment, clarity, accountability across all teams. We also implement systems that become universal practices to help engage and initiate this through change management. We deliver this programming through three core products. The first is our keynote presentations. That's just what you would expect, a little bit of inspiration, but making sure that they're fun, interactive, and end with some simple and actionable takeaways that all of the listeners and participants can implement.
Matt Dixon 23:58
That very same day, we also have the core product in person performance workshops that are done on site or off site. We host them at the purple patch Performance Center here, or we come to the organization. These are inspirational and immersive sessions. We understand that these lessons stick when you feel them. And we have done this for years and years and years with our executive training camps and our regular athlete training camps, something special happens when you don't just talk about it, but you implement in person and in a fun, team based setting. We all get out of our comfort zone and we all grow. The third core product is the runway. This is a six to nine week high performance simulator where we take all of the lessons from the workshop and gain traction on them. We typically break the group up into teams a little bit of friendly competition. Is fun, and they apply the lessons and gain traction on those habits that we've discussed, and also, most importantly, build conditions for high impact leadership and greater team effectiveness. This smashes any lack of trust, any poor communication. We use it as a low risk fun simulator to engage teams across all of the silos in the organization. We also have one more this is something that has emerged out of our programming so far. We call it the win cycle games. It is like nothing else. It is a standout evolution from one of our own early programs. Why is it called the win cycle games? Well, it was really inspired by the Olympic Games. Think about that. Faster, Stronger, higher together. This is a high energy one day inter team simulating culminating with a competition of mental, physical and strategic challenges. Every participant has a role to play, regardless of fitness level. This is somewhat intimidating for people. We're having a day of competition.
Matt Dixon 26:16
I'll never forget when we're in Orlando, Florida. Selena, who worked with one of her organizations, went into these games feeling apprehensive, a little bit of fear, but she finished in her words, truly empowered, because she experienced in a team based setting a highly challenging but supportive environment that took team members out of their comfort zone, but also led to powerful growth, not to mention the trust, communication and fun. When you go through an experience like that, you come out the other side and you feel connected in that shared sense of mission and ultimately, victory. And so what actually appears with the win cycle games, just to be a fun kind of team building event, is actually carefully crafted to be a powerful high performance simulator. When you get people out of their day to day environment and into a mission driven, team based challenge, something transformative occurs. The result improved energy, connection and performance, multiplication. These lessons stick because they're visceral, and so we rolled it out. We did the first few engagements, we got the ball rolling, and I tell you what the results so far, I've had to fasten my seat belt. We're in this stage now of what are we creating? Frankenstein.
Matt Dixon 27:45
It's pretty amazing. As promised at the top of the show, I said I'd give a quick review of what we're seeing so far, some of the feedback we're getting, and so everything from here is the straight truth. I'm not going to sugarcoat it whatsoever. Are people finding it valuable and enjoying it? Well, here's the response so far. Are they getting over the course of the program, better energy? Here's the percentage. Can you guess what it is? So far, 100% of participants report that they have significantly improved clarity on how to improve their energy and their performance readiness, and also report an increase in their energy levels. That is of all of the participants that have gone through our six to nine week simulator, every single person. How about performance habits? Over the course of this program, we identified 10 core performance habits. These are really simple things, how you hydrate during the day, what time you go to bed, how many steps you're taking. But we use this as an important glue to help with adherence, because we know when people successfully implement these, they feel better, and that's the good first step. In fact, Matt's our promise go through the program, and the worst outcome that we can promise is everyone will feel better. Okay, that's great. So that's why we use those but we use those habits as well in the high performance simulator as a glue to foster better support collaboration, a sense of shared mission, and also to beat that team next year, Team Red, White and Blue. And so I want to beat the other teams as a part of a fun ecosystem of a team. So if you think about behavior modification, you think about habit development, you understand how challenging it is.
Matt Dixon 29:49
It's really, really hard to change how we live our lives, and that's just with one habit. What we're doing over the course of six to nine weeks is. Is asking participants to change 10 habits. 10 habits, it seems unfathomable, and so our average adherence to these 10 habits over the course of the runway programs, 86% that's every single week over the course of all of the groups, the average adherence has been 86% what does that tell us? Well, firstly, there's no wonder that people feel better because they're actually adhering to the practices that we know fuel their energy. But more than that, there is a pretty simple hypothesis, the results would be much, much lower. If I just did an inspirational talk and said, Go away and implement it alone, it's not going to happen. But when you are a part of something, a team on a shared mission that is holding each other to account, that is supporting one another, and then it is going to amplify results. How about the most important stuff through a business lens, performance under pressure, we had a report of improved high performance across the board, and that's agree or strongly agree, and so 100% of participants in the program from our client organizations report significant or extremely significant improvements in their ability to perform under pressure. How about team?
Matt Dixon 31:32
All participants feel strongly or very strongly that they are better connected and aligned with their fellow teammates. So this is some important stuff. Here some really important stuff. I'm going to highlight a couple of external organization surveys that they did. One major organization where we work with the whole of the region, implement wellness scores on a biannual basis before the program, the average wellness score across their employee base, two out of five after the program, 4.3 out of five. This is important stuff, but it's only important if you believe that when you have a team that feels better, that they show up better, and if they show up better, they're going to be more productive. That's the proof point.
Matt Dixon 32:24
So how do people think about the programming rating, the experience? Well, the rating so far across all of the organizations that we work with, excellent score, point 4.85, out of five, and Net Promoter Score 98% pretty good. In other words, it's something fun, it's something effective, and it's something that has traction. I'm going to give you a couple of qualitative reviews. Win cycle delivered a master class in sustained high performance. Well, thank you very much. This program was literally life changing. Our leadership team stepped up to the challenge, and we saw him, results flowing immediately. And Gabrielle, thank you very much. Win cycle has been a key partner in building our culture within the leadership team and beyond. Oh, and I should add one thing as well. I've been receiving rather high marks as a presenter, except that one person. I don't know who you are, but you only gave me a three out of five. I can't get over it. It's bugging me. Was it my accent or something? Three out of five that's barely passing the bar of mediocrity. Come on, this is what we're developing, guys, win cycle.org, I want to share one more little vignette with you, because this is something that actually was surprising to Kelli and I as we went through this journey. We work with a major organization, and we work with one of the regions. There were four regions in this multinational company, and this was the Latin America region.
Matt Dixon 34:08
And it so happens that on a global level, every year, in September, they do a step challenge across all four regions. That September challenge, how many steps can the whole team, within the whole organization within each region manage to accumulate? Every single year, the Latin American region finished last, fourth out of four, North America, Europe, Asia Pacific, Latin America, Latin America, last. Now we worked with the top 35 members of this organization, the executive leadership team and the extended leadership team. We educated and helped them implement these performance habits, and we helped them build trust as a team. We also went further and helped them integrate systems. So that they could lead their teams more effectively, and it stuck. But the interesting thing on the broader organization this year, at the step count, they finished first. What that shows me is one little signal that there is an emphasis on a positive environment, where from the leader all the way to in into interim, there is a focus on personal well being as a lever for high performance. Is that valuable? Does it deliver better sales, better outcomes? Well, let me ask you, do you believe that if people feel better and are more connected in a shared mission, they're going to show up better? Will they produce more results? So far, win cycle has been an incredibly enjoyable and rewarding evolution. Myself, Kelli, the entire team. We're proud of results, and equally proud that we maintained our focus on purple patch and our athletes. They're important to us.
Matt Dixon 36:09
They are the foundation of our broader mission, and we're never turning our back. We just have a bigger world now, and so as we approach the end of 2025 we're really lucky. We have the strongest purple patch team yet dedicated to helping athletes drive we have the most engaged and passionate athlete community, and now we have a whole new arena of performance to make an impact in win cycle, unstoppable performance on retreat. Check it out, folks, win cycle.org, and reach out if you'd like to start the conversation and a special one this week, if you could, because this goes well beyond triathlon performance, feel free to share this podcast, this episode on your channels. Post it on LinkedIn. Share it with friends, all of your social medias. Anyone that believes that when teams feel better, show up better and unite behind a shared mission results follow. Share it with anyone that might believe that because that is win cycle. Thanks so much for listening. I realized it was a little advertorial today, but I did want to bring you up to speed on what we've been working on, because we're pretty proud and we're pretty excited next week, we'll go back to regular program, take care, guys.
Matt Dixon 37:30
Thanks so much for joining and thank you for listening. I hope that you enjoyed the new format. You can never miss an episode by simply subscribing head to the purple patch channel of YouTube, and you will find it there. And you could subscribe. Of course, I'd like to ask you if you will subscribe. Also Share It With Your Friends, and it's really helpful if you leave a nice, positive review in the comments. Now, any questions that you have let me know, feel free to add a comment, and I will try my best to respond and support you on your performance journey. And in fact, as we commence this video podcast experience, if you have any feedback at all, as mentioned earlier in the show, we would love your help in helping us to improve. Simply email us at info@purplepatchfitness.com, or leave it in the comments of the show at the purple patch page, and we will get you dialed in. We'd love constructive feedback. We are in a growth mindset, as we like to call it, and so feel free to share with your friends. But as I said, Let's build this together. Let's make it something special. It's really fun. We're really trying hard to make it a special experience, and we want to welcome you into the purple patch community with that, I hope you have a great week. Stay healthy, have fun, keep smiling, doing whatever you do, take care.
SUMMARY KEYWORDS
Win Cycle, performance first leadership, high performance, athletic potential, sustained high performance, customization, executive teams, academic institutions, physical foundation, mental game, team collaboration, leadership challenges, hybrid workspace, AI integration, talent bench.