Book excerpt: The field of strength and conditioning has grown exponentially over the last two decades, making both collaboration with others and recognition of the impact S&C coaches can have beyond the weight room more important than ever before. This book purposefully begins by sharing professional insights from both the individuals S&C coaches work with - the event coaches - and those individuals S&C coaches work for - the athletes - to examine how collaboration towards agreed, shared and understood performance goals works in practice. The latter chapters focus on applying S&C principles within rowing populations, which are easily transferred to any athlete. This includes: a 'performance backwards' approach to planning; exploring an adaptation approach to programming; common injuries across rowing populations; exercise selection, including specific trunk training assessment and programming; transfer of training to rowing performance, and finally, understanding the needs of Paralympic Rowers.