Matt Gifford is the GM & Director of Sports Performance at Ethic Sports Academy in New Berlin, WI. Coach Giff's expertise in sprint and sport speed has helped make Ethic a premier Midwest high performance facility.
Youth, high school, collegiate, and professional athletes (NFL, NHL, MLB, UFC, Euro League, & Olympic Sport) and teams have benefited from his coaching, programming and mentorship. Coach Giff graduated summa cum laude from UW-Whitewater and started at Wide Receiver on the Warhawks 2007 National Championship Football. Coach Giff appeared on the Ultimate Fighter "TUF" season 20 as a strength and conditioning coach for former UFC champion Anthony "Showtime" Pettis. He is an NSCA C.S.C.S., Level 1 USA Track & Field Certified Coach, ALTIS apprentice, World Speed Summit contributor, and former Lululemon Global Ambassador. Coach Giff consults, speaks and writes for organizations across the U.S. Coach Giff has also completed coursework with Structural Elements, Sports Activation and Pain Free Performance to further the recovery and performance of his athletes.
Matt and his wife, Abby, live in Glendale, WI. They welcomed their first child Skylar Grace in December 2020. They enjoy hiking, fishing, family and faith. Matt's brother, Tim, is the Rehab S & C coordinator for the Milwaukee Brewers.
"luceat lux vestra" - Let your light shine - Matthew 5:16
To all pursuing dynamic transformation, enlightenment, laughter, and the pursuit of becoming the best version of oneself. This is a strength coaches guide to peak performance in sport, fitness and leadership. CoachGiff.com highlights all things sports performance as well as the coaches who lead the strength and conditioning industry. Anecdotes, curiosities, evidence, sport science, theology and my personal viewpoints. This is my adult diary & serves as a platform to connect, learn, and share.