Thought Leaders


Vice President

“Getting people to correctly move bio-mechanically solves about 75 percent of all musculoskeletal and soft tissue injuries at work. This really, really moves the needle in terms of controlling exposure.”

For nearly 40 years, Bruce Madsen has served as one of the world’s foremost authorities on industrial ergonomics. He is the founder of Sports Therapy Associates, an injury prevention, risk reduction, peak performance, and safety ROI consulting firm in southern Oregon. Bruce created The Keen Eye Industrial Soft Tissue Solution, his branded system that assesses human movement joint by joint to show potential risks and how to minimize them.
Sports Therapy Associates innovated the space of ergonomics in a range of industries: pulp and paper, timber, mining, oil and gas, utilities, metals and mining, construction, and warehousing. His clients have included Boeing, Nordstrom, Food Service of America, Southern California Edison, San Diego Gas and Electric, J.C. Penney, Nike, Costco, TNT United Truck Lines, and the U.S. Army, among many others.
Madsen also has extended his practice to include professional sports franchises. He has worked with more than 250 National or World champion athletes to help them prevent or recover from soft tissue injuries. One athlete of note is A.C. Green, formerly of the Los Angeles Lakers, who achieved “Ironman” status by playing 14.5 years and 1,192 consecutive games without a lost time injury.
Madsen has an undergraduate degree in psychology with emphasis in industrial and sports psychology from Portland State University. He is also a certified athletic trainer and a Certified Strength and Conditioning Specialist (CSCS) from the National Strength and Conditioning Association (NSCA), a nonprofit professional organization dedicated to advancing the strength and conditioning profession around the world.