Metrics have become an integral part of modern strength and conditioning, providing valuable insights into athlete performance, training load and programme effectiveness. However, this article argues that the profession must guard against the shift from metric optimisation - using data to inform coaching decisions - to metric fixation, where numerical measures begin to dominate practice at the expense of judgement, context and coaching expertise. Drawing on examples from sport, business and systems thinking, the authors explore how excessive reliance on data can narrow perspectives, encourage bureaucracy, distort decision-making and overlook critical but difficult-to-measure factors such as culture, relationships, motivation and work ethic. They also discuss the unintended behavioural consequences of measurement, including athlete gaming, psychological responses to monitoring and the opportunity costs of excessive data collection. Rather than rejecting metrics, the authors advocate a balanced, iterative approach in which data supports, rather than replaces, practitioner experience and contextual understanding. The article concludes that the most effective strength and conditioning practice blends objective measurement with informed judgement, ensuring that metrics remain a tool for better decisions rather than becoming the focus of coaching itself.