Our Mission
At Perform4, our mission is to empower individuals to reach their fullest potential through purposeful education, intentional coaching, and authentic leadership. We are committed to developing confidence, character, and performance by equipping people with the knowledge, support, and accountability they need to achieve meaningful goals.
Everything we do is rooted in development and driven by a commitment to helping people become stronger, not only in their performance, but in their everyday lives.
Our
Vision
What do you Perform4?
This question is at the heart of everything we do.
We believe that every goal begins with a purpose. Your reason for showing up each day—your family, your teammates, your future, your health, your community, or your personal growth—is what transforms effort into commitment and potential into achievement.
Our vision is to inspire people to discover their "why," pursue it relentlessly, and use their success to make a positive impact on others. When purpose drives performance, confidence grows, resilience strengthens, and excellence becomes sustainable.
Find your purpose. Perform with intention. Inspire others.
ABOUT THE OWNER
Shelby Assmus
MS, ACSM-EP, NSCA-CSCS, USAW-L2
Shelby Assmus is an educator, strength and conditioning coach, and lifelong athlete dedicated to helping others discover what they perform for. Guided by the belief that lasting performance begins with purpose, she empowers athletes, coaches, and organizations through education, intentional coaching, and authentic leadership. Whether working in the classroom, weight room, or competitive arena, Shelby is passionate about building confidence, resilience, and a culture where people are inspired to pursue meaningful goals.
Shelby's career spans collegiate athletics, private performance, international education, and community development. She previously served as the International Education Manager for Eleiko, collaborating with facilities across the world to deliver strength training education and performance solutions for fitness, high-performance sport, and U.S. military organizations. She has also designed and implemented strength and conditioning programs for athletes ranging from youth and high school competitors to collegiate performers, while helping launch and grow multiple community-based performance initiatives. Today, Shelby serves as a full-time faculty member at Augustana University, where she teaches exercise science and coaching courses while mentoring future professionals and serving as a strength and conditioning coach for the university's softball program.
A former NCAA Division I thrower at South Dakota State University, accomplished powerlifter, and retired Olympic weightlifter, Shelby believes that performance is a lifelong pursuit. Today, she remains committed to living an active and healthy lifestyle, embracing the mindset of an aging athlete while pursuing new challenges, including future DEKA competitions. Her experiences as an athlete, coach, and educator have reinforced one simple truth: success is about more than medals, records, or championships. It is about becoming the person capable of achieving them. Through Perform4, Shelby is committed to helping every individual discover what they perform for, pursue their goals with intention, and create a positive impact that extends far beyond sport.
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