Russian to capitalize
Soviets' training
methods hawked by entrepreneur
BY MCGREGOR MCCANCE
TIMES-DISPATCH STAFF WRITER
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Dr. Sergei Beliaev recently started Super Sport
Systems LLC, a computer-based training program for professional athletes and
for others with exercise and fitness goals. |
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Even the weekend warrior
now can train like a Russian super-athlete.
Using years of data
amassed during the former Soviet Union's Olympic-training research, a Richmond
entrepreneur has developed a computer-based method of improving athletic
performance.
Broadly defined, Sergei
Beliaev's business represents "commercialization of Russian sports
knowledge to the world."
More narrowly defined,
and a sharper marketing approach, is that Super Sport Systems LLC aims to make
people run faster, swim better and compete at a higher level.
"We optimize the
ability of each individual body to achieve its best performance," said
Beliaev, a former member of the all-Russia junior cycling team.
The cost: about $10 a
month.
Sounds like a cable-TV
infomercial. But Super Sport Systems and Beliaev already have their fans,
including University of Richmond women's swimming coach Matt Kredich.
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Resume |
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Born: May 8, 1956, in Essentuki, Russia Career: 1999 to present, president and founder, Super Sport Systems
LLC; 1990-1998, visiting professor, Virginia Commonwealth University;
1995-1996, head coach, CYCOR professional cycling team, Richmond; 1995-1997,
head coach, Ukrainian National Cycling Team in United States; 1987-1990,
executive, National Marketing and Sports Industry Ministry, Leningrad;
1987-1989, head, Department of Foreign Economic Relations, Leningrad Sports
Committee; 1982-1987, international events manager, State Committee for
Physical Culture and Sport, Moscow Education: master's degree, 1977, doctorate in human performance
science and sports education, 1982, State Central Institute of Physical
Education, Moscow; MBA, 2001, VCU Sports activities: former assistant coach to Tour DuPont Russian
national cycling team; former head coach, Moldova Olympic Reserve Training
Center in Cycling; official USSR Ministry of Sport representative to 1986
Goodwill Games Family: wife, Olga; daughter, Julie, 22; son, Peter, 17 |
"He's got a
tremendous product," Kredich said. "While he's confident of that,
he's also never forced it on anybody."
Beliaev's story is one of
capitalism and entrepreneurialism in action - and a love of competition.
Putting his new business
in context requires a review of Russian training methods of the past few
decades.
According to Beliaev and
his mentor, Dr. Sergei Gordon of the Moscow State Institute of Sports, the
former Soviet Union established research centers in the 1950s and'60s to
develop a scientific approach to training Olympic athletes.
Beliaev said the
institutes operated on a simple mandate: "Create a dominant athlete."
Instead of becoming a dominant athlete himself, Beliaev moved toward the field
of sports science.
He came to the United
States in 1990 as a nine-month visiting professor at Virginia Commonwealth
University, focusing in international sports administration.
Beliaev decided to stay
much longer.
"This nine months
has lasted 12 years," he said, grinning.
The United States would
provide him a chance to find out if his innate business sense is on target.
"It was clear to me
that there was a tremendous product," he said. "But Russia itself did
not represent the market. Russia was not able to consume what it had
created."
During the 1990s, Beliaev
and his former mentor led the development of the software that would become the
Super Sport Systems product. Russian skiing, speed-skating and cycling teams
used the approach the same way UR, James Madison University and other U.S.
athletes use it today.
UR swimmers began using
the system last fall. By midseason, Kredich could see better times he
attributed, in part, to Beliaev's programs.
"They're swimming
faster, and since there are very specific goals for them every week, there's
always a benchmark against which I can measure their progress," Kredich
said.
JMU men's swimming coach
Matt Barany used the system last fall and also saw times improve faster than
normal during the season.
"I like it because
so much of swimming is science, but there is no hard database that anybody can
resource and reference," he said. "[Beliaev] has given me all the research
to support what I've known. But he does it in much more detail."
Barany describes Beliaev
as a savvy entrepreneur who is willing to incorporate suggestions from
customers into the program. "He clearly knows the language of sport."
While anyone can use the
system, the company's clients tend to be amateur coaches and athletes in
endurance sports: running, cycling, rowing, swimming, triathlons.
In simple terms, here's
how it works:
An athlete enters
personal information, including age, gender, height, weight, heart rate and
personal best times in his event or sport. He also enters performance goals and
decides when he would like to reach those goals.
That's when the database,
algorithms and former Soviet research take over.
Beliaev's program
produces a tailored training regimen designed to reach the goals in the
selected time frame.
"You get your
training workout for every day of the year or season you select," he said.
The whole system is
Internet-based, through Beliaev's Web site (www.supersportsystems.com).
Beliaev's experience as
an entrepreneur quickly taught him the hard knocks of trying to build a startup
business.
"It's not an easy
pass. There's a lot of uncertainty in what you are doing," he said.
"But there's much more joy in terms of pride in what you do and how you do
it."
Beliaev holds a green
card, allowing him to work in the United States. For now, he continues to
maintain citizenship in Russia. But he said the United States, whether it is
Richmond or the many cities he visits for his company, feels like home.
"Regardless of what
city, I feel like I am a free man. I am free to make my decisions, to rent a
car, take a plane," he said. "It's great feeling"
Contact McGregor McCance at (804) 649-6348 or mmccance@timesdispatch.com