One of the biggest challenges as a coach is getting clients to understand how to load the bar or create tension in the dead lift. I was lucky enough to have one of the greatest powerlifters of all time Chuck Vogelpohl teach me how to load the bar. This resulted in me putting 200lbs on my pull in less then 6 months. Deadlifting is all about leverage, you could be super strong but if don't load the bar and create tension you are leaving lbs on the platform or even worse increasing your risking injury. Check out this awesome Instagram post on loading the bar on the deadlift.