In Art Of Coaching Podcast, Podcasts

It may go against our natural tendencies, but failing is a crucial and necessary piece of the puzzle.

When it comes to the process of coaching development, we must reembrace fear and failure.  We will go nowhere if we prioritize acceptance and validation above growth.

Kirsten Ahrendt, a Head Coach and Director of Coach Development at Crossfit Invictus, emphasizes that it is the responsibility of the leader to create an environment that fosters this type of growth – one where people are celebrated when they admit their faults and supported in the reiteration and problem-solving process.

Kirsten is a coach and creative. Previously, she was a professional athlete (soccer and rugby), member of the U.S. 7’s Rugby team, graphic designer, business owner, geologist and a Cutco saleswoman.  She thinks critically and creatively about the coaching profession and aims to inspire and educate other coaches to evolve society’s relationship with health, fitness and performance.

In today’s episode, Kirsten goes into depth about:

  • The struggles she’s experienced in her career (1:00)
  • The mindset she believes has helped her be so successful (6:00)
  • Specific strategies to create an environment that fosters failing forward (35:00)
  • How to change your mindset and develop confidence when selling you services (47:00)

Referenced Materials & Events:

Art of Coaching Recommended Reading List – 

Never Split the Difference by Christopher Voss and Tahl Raz 

To Sell Is Human by Daniel Pink

The Apprenticeship Communication Workshop get the practice you need  having those hard conversations in an environment that not only encourages it, but gives you a research-backed evaluation, feedback, and coaching on how you can improve!

You can connect with Kirsten and Crossfit Invictus on the following platforms:

Website: or Invictus Fitness

IG: @wellread.meathead or @crossfitinvictus

LinkedIn: Kirsten Ahrendt

Course: Invictus University


You’ve likely heard that phrase if you want to go quickly go alone. But if you want to go far go together. And we could not agree more, which is why we are proud to announce – after a lot of work – we are FINALLY launching our Art of Coaching Mighty Network.  This is a private, non-social media-base digital community for Art of Coaching students to learn and interact personally with Brett and the entire AoC team – from the comfort of your own home!  See what it’s all about and join the family HERE.

We have to be sure to thank our amazing podcast sponsors for their continued support!  Today’s episode was brought to you by Athletic Greens,, BetterHelp,  and Dynamic Fitness & Strength.

Athletic Greens: We get it, you’re time poor and don’t always get in the fruits and veggies you know you should. This is without a doubt the BEST tasting greens powder out there and they want to give you a FREE 1 year supply of immune-supporting Vitamin D AND 5 FREE travel packs with your first purchase. All you have to do is visit!

BetterHelp: At some level, we all struggle with unexpected challenges in life. BetterHelp is an accessible, convenient, private, and affordable therapy option to help you look at your problems a little differently, feel less stressed, and gain confidence. Visit for 10% off your first month.

Dynamic Fitness & Strength: These guys are our go-to equipment partner. Fully customizable and manufactured in the heartland of America- whether you’re looking to outfit your home gym or entire weight room, visit to get started. Tell them Brett and the Art of Coaching Team sent you!

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