Meet Gene Houston

Founder of Maximum Potential.

Maximum Potential was founded and operated by Gene Houston. Maximum Potential believes that when you are at your weakest point physically you are also at your strongest point mentally. If you can just keep pushing even when you were doubted or even when you felt physically exhausted, then you have just overcome and became mentally tougher than you were before. Some things such as desire, dedication, and passion can’t be taught, but these characteristics and more are learned through Maximum Potential Training. All athletes are counseled as well as motivated throughout the program. This is not what could be considered a “normal” personal training company because Gene Houston does life coaching for each student athlete as they become a part of the Maximum Potential family. He talks about real life issues with you and demonstrates how to deal with these issues from a training perspective.

After over a decade of coaching experience, a bachelors from SIU Carbondale, and leading multiple teams to victory, Gene decided to reach out and help young athletes in a more direct way by launching Maximum Potential Recruiting Services. Having led numerous teams to victory, Gene and Maximum Potential are ready to do the same for you.


Rock Valley College - Associates of Arts
SIU Carbondale - Bachelors of Arts in Sociology
American Sports Ed. Program - Certified Coach
Rockford Career College - Certified Massage Therapist
International Sports & Science Association - Certified Personal Trainer
International Sports & Science Association- Certified Nutritionist (3/12)


- 10+ years of coaching experience
- 12+ years of camp coaching experience
- Conference Coach of the Year (2007-2008)
- District B Coach of the Year (2008-2009)
- Region Coach of the Year (2008-2009)
- Illinois Basketball Association Coach of the Year. (2008-2009)
- Personal trainer for hundreds of Rockford Public School’s current athletes
- Trainer for students who have graduated to become trainers, teachers, and fellow coaches
- Designed a Personal Training Group combined with trainers in Rockford for support and accountability
- Full time job developer at local college

(2008- 2009) RVC Head Women's Basketball Coach

- Led Team To Nationals For The First Time In 14 years. Placed 7th in nation
- Won The Regional Championship Game For First Time In 14 years
- Illinois Basketball Coaches Association Coach of the Year.
- District B Coach of the Year
- Region Coach of the Year

(2007- 2008) RVC Head Women's Basketball Coach

- Conference Coach of the Year
- Won First Conference Championship In School History
- Advanced To Regional Championship Game For First Time in 11 Years (2nd place)