Tyler Muto, founder of the K9 Connection Dog Training Center in downtownBuffalo,N.Y.,hasbeenaclientofBergford’sandsaysworking with him helped him find “clarity” about “some changes I needed to make” during a transitional stage in his company’s development. Muto met Bergford while both were serving on the board of directors for the International Association of Canine Professionals. Muto says he “already knew about Brian’s integrity prior to him even starting his business as a coach. So pretty much immediately upon finding out that he was doing this as a business venture, I was interested in consulting with him to get though some hurdles.” He says hiring Bergford “boiled down to his integrity. He was someone I could trust and not just someone trying to make a quick buck as a life coach.” He says Bergford was just the person to help him not only because he knows the dog business so well but because he’s a great people person too. “I still remember the first time I met Brian and realizing ‘This is a really good person’ from that first handshake,” Muto says. “He’s become a valuable friend, and I was happy to be a client.” This all fits into Bergford’s desire to see others succeed. “I really want people to know themselves and to recognize that they have unbelievable talent and untapped potential and resources,” he says. “All of us do. It’s just recognizing that there’s so much within them that they will stay committed and have a mindset for growing. I think it starts with people knowing themselves and believing in their own greatness.” New England Masters Swim Club member Elaine K. Howley is an award- winning freelance writer and editor specializing in sports, health, and history topics. Brian Bergford is the owner of Bergford Performance Systems, a personal coaching and business consulting service that helps ath- letes, executives, and entrepreneurs overcome obstacles in their per- sonal, athletic, and business lives. Although each client presents is- sues and concerns specific to him or her, Bergford says there are some universal tactics that can help you achieve peak performance, especially in the face of performance anxiety or fear. For people who experience performance anxiety—those but- terflies in your stomach that are a bit too intense and actually interfere with how well you do in a big event—Bergford says the key often comes down to “understanding how to transform that into something else that can actually help drive more powerful performance.” To do that, try the following tips. • Trust Your Body: If you’re intimidated while at a big meet, it’s good to remind yourself that you’ve done the work and are worthy of being there. “You have a right to be on the block and take your place,” he says. “Own that and give yourself credit. That’s a huge thing.” • Reframe Your Nervousness as Readiness: “Recognize that everybody has adrenaline and arousal,” Bergford says, but if you can reframe those feelings in a positive light, you can harness that energy to help propel you to a better performance. “Breathe and relax into it and see that as excitement instead of fear and anx- iety and other negative performance-crushing emotions,” he says. • Be Intentional About Having Fun: In the end, what is swim- ming other than a way to have fun? Most of us aren’t earning a living with our swimming, so ratchet down the stakes by re- minding yourself that this is a pastime. Sure, you can be serious about it, but don’t “put too much pressure on yourself for any- thing,” he says. If you start to get nervous, he recommends that you remind yourself that you’re at a competition to have fun. —E.K.H. OVERCOMING PERFORMANCE ANXIETY Colorado Masters Swimming member Brian Bergford hopes his story of overcoming a fear of water and becoming a competitive Masters swimmer inspires others to tackle whatever obstacles are present in their lives. 22 usms.org