Program Information We are responsible for providing training programs and coaching for the special forces population, LEO, fire, and other professional athletic teams. Jeff Nichols, the owner of Performance First, is among the few coaches that delivers results driven, physical training for these populations. Jeff has developed and continues to write programs to suite the needs for his clientele to perform at the highest level in their careers. He is relentless in his own coaching and gaining knowledge from other professionals as the industry evolves. Through seminars, coaching, live chats, podcasts, online programming, Q & A email, membership video website, TED Talks, YouTube and more, his coaching credibility is constantly displayed. Through the accomplishments and loyalty of the special forces population, LEO, fire, and other professional athletic teams that continued success will grow with Performance First LLC.