Back when Alex Rosencutter was a Clarke University point guard, he probably could have used some of the guidance he now provides to professional athletes.
“Back when I was playing, I always viewed it as skill work, skill work and skill work to get better,” Rosencutter said. “But training is the most important aspect for an athlete versus the skill work. It’s what makes you stronger. It’s what makes you faster. It’s what makes you less susceptible to injury, and it improves your performance better on the field because you are faster, stronger and less prone to injury.”
But Rosencutter admitted that, at the time, training and nutrition were not things he took seriously.
“I had a lot of injuries, and then I had an injury that ended my basketball career,” he said. “If I had taken things more seriously, I could have staved those things off and kept playing. It’s a big piece of the picture that youth athletes and parents miss these days.”
When he finished studying exercise and nutritional science, his personal experience became his business.
“I wanted to help people not make the same mistakes I did.”
So, in 2013, he opened Rosencutter Ultra Fitness & Performance in Wauwatosa — the second location in the franchise his brother, Nick Rosencutter, started about 18 months earlier in Greenfield.
“We’re not a public run-of-the-mill membership place where you come in and do your own thing,” Rosencutter said. “We provide a scientific approach; we’re all sports performance and body enhancement.”
And their clients cross the spectrum.
“We have anything from athletes and professionals all the way up to your Average Joe looking to get into shape or get out of pain post-surgery. We just want to help people get into better shape, get rid of pain and improve performance.”
On the professional athlete side, Rosencutter helps train mixed martial artists, UFC fighters, AHL hockey players and Olympic speed skaters, swimmers and divers.
“We don’t coach them on diving and swimming; we’re a strength and conditioning facility,” Rosencutter said. “We help them be stronger for their sport.”
On the less-than-professional athlete end of the spectrum, Rosencutter and his two-person team work with everyone from weekend warriors to student athletes, some as young as 9 years old.
“They’re not weight training; they’re learning how to move, how to brace and create stiffness and run properly,” Rosencutter said.
For the average person just looking to get in shape, Rosencutter said they get the same treatment as the athletes: an assessment of movement, posture, balance, strengths and weaknesses, along with up to eight coaching sessions in 21 days to start.
“Walking through the door and not knowing where to start, we’re here to start a solution for people and take out the guesswork,” Rosencutter said.
That’s where his education comes in.
“I love all the science, the chemistry, biomechanics,” Rosencutter said. “But the biggest thing is for me to have such a small impact on someone’s life that has a huge domino effect. You can help them lose 10 pounds and lose an inch off the waist, help them get into that pair of pants or a dress, and that does a ton to affect their confidence, their work, their sports, their family life.”
JUST THE FACTS
BUSINESS: Rosencutter Ultra Fitness & Performance, 6505 W. North Ave., Wauwatosa
OWNER: Alex Rosencutter
TYPE OF BUSINESS: fitness coaching
PEARLS OF WISDOM: “The biggest thing is for me to have such a small impact on someone’s life that has a huge domino effect. You can help them lose 10 pounds and lose an inch off the waist, help them get into that pair of pants or a dress, and that does a ton to affect their confidence, their work, their sports, their family life.”