James ‘Gucci’ Williams Of RefMasters On How Athletes Optimize Their Mind & Body For Peak Performance

As a part of our series about “How Athletes Optimize Their Mind and Body For Peak Performance”, I had the pleasure of interviewing James ‘Gucci’ Williams.

James Williams is a professional basketball referee in his 13th season in the NBA. He is also the Co-Founder of RefMasters, a platform geared towards helping officials of all sports and all levels connect, learn, and grow from each other with some of the best minds in the industry.

Thank you so much for doing this with us! It is a great honor. Our readers would love to learn more about your personal background. Can you tell us the story of how you grew up?

My mother’s pregnancy was not an ideal one. Many complications led to my birth in Memphis on May 23, 1979. At the time of my delivery, I was stillborn, but by the grace of God and a great medical team, I’m here. I grew up in a small farm town in eastern Arkansas called Marianna, Arkansas. I am the oldest of three children. We lived a modest life on a dirt road in a two-bedroom trailer. My mother, who was and still is the bedrock of our family, raised us with a firm hand. She instilled respect, decency, accountability, kindness, and hard work in us. I work hard every day to live by those principles. And although we didn’t have much while we were growing up, we had everything we needed, the most important of which was love!

When I was nine, my family moved from Arkansas to Indiana for better job prospects/schools. Moving to Indiana was a huge cultural shock as I moved from a predominately black community to a predominately white neighbourhood. For the first time in my life, I realized I was Black, and that revelation has dramatically impacted how I see the world. I graduated from high school in LaPorte in 1997 and made my way to college, becoming the first person in my family to graduate from college at Purdue University with Honors and Distinction in 2001.

What or who inspired you to pursue your career as a high-level professional athlete? We’d love to hear the story.

I started officiating when I was a student at Purdue. I needed a job, so when I saw a “callout” for intramural basketball officials, I figured that would be cool. It paid $6/hr, so I signed up. I had no idea how hard it was until I got on the court. Indiana is a big basketball state, but I had yet to learn that intensity would carry over into intramural sports. My first time on the floor, there was a fight between two teams which got me thinking if I wanted to keep doing this for $6/hr. Because of the job’s difficulty, I seriously considered quitting after just one day as a referee, but the more I thought about it, the more I realized how much I enjoyed the competition, so I stuck with it.

Fast forward to the end of my junior year, where I was working a tournament at Purdue to make some extra money before I went home for the summer break, and there I was working my final game with a gentleman I had never seen or met before. After we finished the game, this gentleman, Chuck Jones, came over to speak with me. He introduced himself to me, told me he was from Atlanta and that he and some of his friends were in town for a college camp starting in a few days. He asked me if I had ever considered refereeing for a living. I had no clue what he was talking about, so I explained to him, ‘I’ve got one more year left here at Purdue, then I’m heading to law school’; basketball officiating was not in my plan.

Chuck persisted and told me he thought I had what it took to referee professionally (now I was really starting to think this guy was crazy), but I listened to what he had to say. He eventually gave me his contact information and told me to contact him if I changed my mind. I kept his info for months before I called him to inquire further about how to become a referee. As fate would have it, I decided to forgo law school for a year and try to officiate. If it didn’t work out, I would go to law school.

I had to come up with $500 to attend a camp in Murfreesboro, TN, called IIOC. This was an intro invitation-only camp run by the Supervisor of Officials for the SEC, Mr John Guthrie. Having to come up with $500 as a recent college grad was daunting, but I managed to beg/borrow/save the money, which allowed me to go to my first camp as a referee. Immediately upon arriving at the camp, I saw guys wearing NBA gear (I would later find out these were the clinicians/teachers).

I was beyond terrified that I was in way over my head. I had only officiated intramurals, and there were guys in the NBA; what was I thinking? The camp was an eye-opening experience. I learned a ton, screwed up a ton, was yelled at a ton, and yet I enjoyed every minute of it! The most memorable part was meeting and fostering relationships with guys from everywhere. Today, 22 years later, I am still friends with some of the campers from IIOC class of 2001.

I was told if I wanted to officiate in the SEC Program, there was an opportunity available for me, but I would have to move to Atlanta. No one ever told me this was part of the deal, so I had another really tough decision to make. I eventually decided I would move and give it a shot. I had about $150 to my name when I packed my belongings and drove down to Atlanta, most of which was given to me by my mom and aunt. I arrived in Atlanta in the fall of 2001. I eventually got hired in the SEC in 2006 and finally got hired in the NBA in 2010.

None of us can achieve success without some help along the way. Was there a particular person who you feel gave you the most help or encouragement to be who you are today? Can you share a story about that?

In officiating, as in life, you never get to where you’re trying to go alone. So many people have helped me in my career that it would be impossible to name them all. From Chuck Jones, who saw something in me that I didn’t even know existed, to Mr John Guthrie, who gave me an opportunity to work in his program, I am forever indebted to them.

As you move up the ranks, you encounter so many people, and so many of them pour into bits of information/wisdom that help mold you into the official you become. People like Tony Greene, Tony Brown, Anthony Jordan, Doug Sirmons, Doug Shows, Pat Adams, Commissioner Slive, Mike Eades, Mike Nance, on and on the list goes. If it weren’t for the willingness of these men to teach me or take a chance on me, I wouldn’t be where I am today.

Can you share the funniest or most interesting mistake that occurred to you in the course of your sports career? What lesson or takeaway did you learn from that?

I am a true believer that we learn more from our mistakes than we do from our successes. Unfortunately, we live in a time where there is no grace for anyone and certainly for people’s humanity. But if you’re going to be a sports official, you must tune all that “noise” out.

The most tumultuous time of my career was during my 3rd or 4th year in the NBA. At that time, I made mistakes at the end of hugely impactful games. This was a humbling time for me and a time to reflect. I used the offseason to recommit myself to the craft, get better, and grow. Going through trials is never easy, but it’s often required for us to achieve success.

Going through that season was one of the best things to happen to me in my career. I learned never to get too high or too low in this business, but it’s impossible to avoid the lows, and no one ever completely figures this job out, no matter how much experience they have — there’s always something new!

What advice would you give to a young person who aspires to follow in your footsteps and emulate your career?

I would say pick up a whistle and give it a shot. It’s a fun job that will challenge you unlike any other. We say in officiating, you either love it or hate it when you start; there is no in-between. Go out there, give it your best and don’t listen to the naysayers. You’ll meet folks who will become friends for life; you’ll travel the country all while watching basketball. Not a bad office.

What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?

Currently, I am working on RefMasters with my fellow co-founders. We founded RefMasters because we wanted to create a platform of some of the best minds in sports officiating to help the next generation learn their craft. One of the problems with officiating is the inconsistency in training. Depending on where you live and who you know will determine what you learn — we felt there had to be a better way to do this. RefMasters is where officials of all sports, all levels, can connect, learn from one another and eventually take classes designed by some of the best sports officials in their respective sports. If you can learn to speak a language from an app, we figured you should be able to learn to officiate from an app as well. We are in the early stages of building our platform, but thus far, the feedback has been positive and constructive, which validates our idea and strongly indicates a massive need for this type of education.

OK, thank you for all of that. Let’s now shift to the core focus of our interview. As an athlete, you often face high-stakes situations that involve a lot of pressure. Most of us tend to wither in the face of such pressure and stress. Can you share with our readers 3 or 4 strategies that you use to optimize your mind for peak performance before high-pressure, high-stress situations?

I’ve learned to be slow in high-pressure situations. When we take our time, we minimize mistakes. Secondly, we have to trust one another on the basketball floor. Plays happen so quickly with multiple bodies in a tight, confined space, and when you add to the fact that players are constantly trying to “fool” you, you have to trust that if you cannot see something because you are closed to the play, then you have to trust that the play will be open to one of your partners.

Finally, when you put in the behind-the-scenes work (tape breakdown, rules study, mechanics study, etc.), you’re preparing yourself for when the lights come on, and when they do, you’re ready for the moment. Staying cool and calm under pressure comes from experience, preparation and confidence that no matter what happens on the floor, you’re prepared to handle it.

Do you use any special or particular breathing techniques to help optimize yourself?

Slow breathing. We talk about keeping our “air low”, meaning we want to monitor our breathing during the course of a game. When we keep our “air low,” we’re giving ourselves more time to process a play rather than jump at a play. This is an important skill, especially during high-pressure game situations.

Do you have a special technique to develop a strong focus and clear away distractions?

I remind myself we are the game’s stewards and have a job to do. I never let outside noise in; it serves no purpose. In this job, you focus on the job at hand and do your best every night. You’re already in trouble if you start worrying about the outside noise.

How about your body? Can you share a few strategies that you use to optimize your body for peak performance?

On average, we run about 4 miles during an NBA game, so it’s a lot of wear & tear on your body (there are no subs for the refs). When you add that we travel over 125–150,000 miles a season going through different time zones, hotels, beds, etc., you start to realize the strain on your body. It’s a gruelling season not just for the players but the referees as well.

The older I get, the more cognizant I’ve become of my sleeping, nutrition and rest days. I’ve always been a fan of working out, but now I’m more strategic in my approach. Gone are the days of heavy lifting. I now focus more on cardio, flexibility, stretching, and recovery. In addition, there’s great technology out there to help you optimize your performance, like Normatec and Theragun.

These ideas are excellent, but for most of us, in order for them to become integrated into our lives and really put them to use, we have to turn them into habits and make them become ‘second nature’. Has this been true in your life? How have habits played a role in your success?

I agree 100%. Habits are a huge part of refereeing. Most officials have a routine that they stick to throughout the entire season. This keeps you balanced, considering how much we travel. I have a habit of working out in the morning, doing my rules/tape session, followed by our day meeting with the crew to discuss the game. I do this religiously because it keeps me aligned. After the day meeting, we usually have lunch followed by an afternoon nap then it’s time to get ready to work. Players and referees all have routines which are vital for their success.

Can you share some of the strategies you have used to turn the ideas above into habits? What is the best way to develop great habits for optimal performance? How can one stop bad habits?

You develop great habits by starting small. You won’t suddenly build a habit in one day, so don’t expect it. By starting small, you set achievable goals that you can build on over time. If we set our goals too high, too soon, we inevitably get frustrated when we miss a day or two. So rather than put that kind of pressure on yourself, start with goals you can accomplish and build from there.

Stopping bad habits also takes time. Our brains are complex organs that want to do things a certain way. I try not to get discouraged. When I challenge myself to prevent or stop a bad habit, having an accountability group or partner is also beneficial. Having access to that support is enormous for staying the course.

As a high-performance athlete, you likely experience times when things are in a state of Flow. Flow has been described as a pleasurable mental state that occurs when you do something that you are skilled at, that is challenging, and that is meaningful. Can you share some ideas from your experience about how we can achieve a mental state of Flow more often in our lives?

Do something you love or are passionate about. Finding joy in your work/career is critical. The flow comes from knowing you’ve done a great job in a really tough game. For example, we worked on game 4 in the BOS/Philly series, which was intense and came down to the end. As a professional referee, you know when you do a good job and when you don’t. After that game, when we entered the locker room, we knew we had done a phenomenal job in a truly challenging game. The number of congratulatory texts we received from our colleagues was further proof of the work we did. The outcome is based on the quality of your focus, effort and consistent daily work before you even take the floor. We achieve flow by putting in the necessary work each and every day.

Find your passion. Be ready to go above and beyond so that when the opportunities present themselves, you’re more than ready, which inevitably will lead to great outcomes.

Do you have any meditation practices that you use to help you in your life? We’d love to hear about it.

A few years ago, we did a session on Transcendental Meditation while we were at our preseason training camp in New York. It was entirely new for me as a holistic approach to mental health. The gentleman who led the session allowed us to get the necessary training back in our hometowns. You learned how to meditate, the effects of it, and most importantly, developing our mantra. I stuck with it for a few months. Most recently, I started meditating again (20 mins a day). It’s a great way to quiet all the noise and feel more refreshed and mindful, so I look forward to building that daily consistent practice again.

What do you do to prevent injuries during your workouts or during your competitions?

I do a lot of stretching to help my muscles after my workout. The stretching helps enormously, so I set aside 10 mins after my workout to focus on sore areas. I also regularly visit my chiropractor and masseuse for maintenance, adjustments, etc. Finally, this year I’ve decided to work with a nutritionist to help me eliminate the foods that cause inflammation and zap my energy and life force.

What type of workout regime has helped you to rehabilitate from injury?

We have trainers at every arena to help prepare us for each game, whether stretching or working on an injury you’ve sustained. This year I had an injury to my hamstring that they helped me with by providing the proper care and exercises to help strengthen the right areas causing the problem. So we’re fortunate that we have a dedicated group of professionals who are very knowledgeable to assist us so we can prevent injury or if when we’re injured, we can recover quickly.

Ok, we are nearly done. You are by all accounts a very successful person. How have you used your success to bring goodness to the world?

I’m a huge proponent of social justice and giving back. There is a tremendous need to give/help underserved communities who aren’t blessed with the same opportunities and resources as the better neighborhoods. I live in Chicago, where there is an enormous chasm of wealth and poverty. I use the game of basketball to bring about effective change. I speak to young men, volunteer my time, give to worthy causes, etc., all in the name of helping out because I see these young women/men.

I see them; they matter. And because I know what it means to grow up without, I make it my mission to lift others up. As a nation, we must learn to see the humanity in each other: empathy, grace and love.

Can you share your favorite “Life Lesson Quote”? Why does that resonate with you so much?

“The world will not be destroyed by those who do evil, but by those who watch them without doing anything.”

This resonates with me because I have always been a man of action. Being silent is to be complicit. As John Lewis said, we need more people to get engaged and get in good trouble. Being silent is safe; you don’t get “dirty” by being safe. I’ve never lived my life that way, and I never will. If we are going to make this world a better place for everyone, actions will be needed, not talk, not promises but tangible action that brings results.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might just see this, especially if we both tag them.

It would be President Obama. I’m a big fan of how he carries himself and how cool he is under pressure. He’s a big basketball fan, so there’s a connection there, but I would love to pick his brain about politics, how to get more involved, how to govern, etc. especially considering one of my personal goals is to run for the mayor of Chicago.

This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.

About The Interviewer: Maria Angelova, MBA is a disruptor, author, motivational speaker, body-mind expert, Pilates teacher and founder and CEO of Rebellious Intl. As a disruptor, Maria is on a mission to change the face of the wellness industry by shifting the self-care mindset for consumers and providers alike. As a mind-body coach, Maria’s superpower is alignment which helps clients create a strong body and a calm mind so they can live a life of freedom, happiness and fulfillment. Prior to founding Rebellious Intl, Maria was a Finance Director and a professional with 17+ years of progressive corporate experience in the Telecommunications, Finance, and Insurance industries. Born in Bulgaria, Maria moved to the United States in 1992. She graduated summa cum laude from both Georgia State University (MBA, Finance) and the University of Georgia (BBA, Finance). Maria’s favorite job is being a mom. Maria enjoys learning, coaching, creating authentic connections, working out, Latin dancing, traveling, and spending time with her tribe. To contact Maria, email her at angelova@rebellious-intl.com. To schedule a free consultation, click here.