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Our Values and Vision 

​We strive to help everyone reach their goals through EDUCATION, COACHING, and LEADERSHIP.
We believe that through these three channels, we can spread our core values like wildfire. By educating, coaching, and leading with EMPATHY and RESPECT, we can instill more DETERMINATION and INTENTIONALITY into people and places in this world.
All while being HUMBLE, we can truly make a life-changing impact that builds confidence and a positive CULTURE OF SUCCESS while inspiring others to live out the following vision statement: 

“Perform4 Your Goals”

We heighten our personal and professional confidence by reaching our goals. However, we can't forget to set aside the time, effort, and focus each day to take steps towards a better self, health, and well-being. If we get off track, don't sweat the small stuff! Be persistent about being more consistent. We will get through it together, as it will be a rollercoaster with ups and downs. Once we achieve these goals together, we can reflect on the memories and overall journey to celebrate best and humbly share our successes with others in your life. 

This TRANSFORMATION is why we PERFORM4  you!


Shelby assmus

owner & Head Coach

Degrees & Certifications:



Stickney, SD

Education & Certifications

M.S. in Kinesiology (Strength & Conditioning and Human Movement Performance), 2016, Western Illinois University;

B.S. in Exercise Science, 2014, South Dakota State University


  • NSCA Certified Strength & Conditioning Specialist (CSCS)

  • USA Weightlifting Level 2 (USAW)

  • American Heart Association CPR and First Aid Certified 

  • ACSM Certified Exercise Physiologist (EP)  

  • Eleiko Certified Strength Coach L1 & L2 (Ongoing)

  • Augustana University Certified Diversity Advocate

A Bit About Our
head Coach & Owner

Academic & Career Background

Shelby Assmus earned her bachelor's degree in exercise science from South Dakota State University and her master's degree in kinesiology, focusing on strength and conditioning and human movement performance, from Western Illinois University.


Assmus served as the international education manager at a global strength training company, Eleiko, based in Halmstad, Sweden. During her time there, Eleiko provided education in over eight countries with end-to-end business solutions, including strength training equipment and education to bring value to business owners and their customers/patrons/patients. These solutions were for gym, fitness, high-performance, and U.S. Military facilities.


Additionally, Shelby has also worked for Avera Sports, where she developed and implemented strength and conditioning programs for the Kairos Elite Volleyball Club, Central Lyon High School, the O'Gorman High School Volleyball team, and hundreds of other athletes who have participated in Avera's Athletic Republic Program.


In addition to these accomplishments, Shelby also independently started and worked with two additional high school girls' strength and conditioning programs at Mount Vernon High School in 2014 and Elk Point Jefferson High School in 2021. As part of Perform4, she inspired the Worthington YMCA with a variety of clinics, from Olympic Weightlifting to Powerlifting, with staff and members in 2019-2020.


Now, she currently teaches at Augustana full-time and teaches a variety of courses, including Intro to Exercise Science, Theories and Techniques of Strength & Conditioning, Exercise Leadership, Psychology of Coaching, and Organization and Administration of P.E. Assmus previously worked at Augustana within the athletics department and taught as an adjunct as well.

Athletic Background

Growing up, Shelby was a multi-sport athlete in volleyball, basketball, softball, and track and field. As a well-accomplished athlete, she was honored all-conference multiple times in volleyball, was part of a 5th place class A state basketball team, was a 2x softball nationals competitor, and was a well-decorated thrower in track. Shelby was a 4x state champion discus thrower with top 3 finishes in shot put all 4 years in high school and was honored as one of South Dakota's Elite 15 athletes in 2010. Shelby was ranked in SDHSAA history within the top 5 for farthest discus throws and has recently been moved down to the top 7 with a throw of 149'10".

Shelby continued her athletic career at South Dakota State University and threw shot put, discus, and hammer predominantly. Her personal bests were 48'4", 156'11", and 181'0", respectively. Assmus finished 47th in the NCAA DI West Preliminary Round her senior year with multiple All Summit League Indoor and Outdoor honors, including Honor Roll and Distinguished Scholars List throughout her time at SDSU.  


Assmus actively trains and has competed in national and international competitions for powerlifting while setting American and national records within the American Drug-Free Powerlifting Federation. She has also competed in six national-level USA Weightlifting competitions, with multiple top-10 and top-15 finishes. In her free time, she helps her family as a ranch hand, restaurant server, and babysitter for her nieces.

Work Experience

June 2021-August 2023

October 2019-June 2021

June 2016-September 2019

Strength and Conditioning Coach-Avera Sports

Developed and implemented the Kairos Volleyball Club Strength & Conditioning Program as well as developed a program for the Central Lyon High School and OG Volleyball Team—revised Avera Athletic Republic strength training programs as well as led Athletic Republic Treadmill and Plyometric classes. 

Athletics Administrative Assistant & Adjunct Faculty-Augustana University. 

Provided professional support for the administrative staff in various aspects of the department. In addition to managing athletic-related internships, taught Exercise Leadership & Organization of PE & Sport

Education Manager- Eleiko Sport, USA.

Oversaw the management, development, and support of Eleiko Education. Oversaw all administrative and operational workflows for courses and course logistics while promoting a positive customer experience. Managed Eleiko Education partnerships and content creation. Developed education products with the V.P. of Education, Eleiko programs, and customer journey innovation. Oversaw the strategy and development of the learning system, curriculum, and policies for Eleiko Educators. Developed a learning system for instructing and coaching movement. Acted as the education sales manager and equipment sales support while utilizing solution selling techniques. 

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