hard work getting him to sleep

Does anyone else's little require tons of work to get to sleep every time? My little man is 3 months old and for every single nap (6-7 times a day) and bedtime we are bouncing, walking shushing for 20 min-1 hr. The first nap is the easiest and gets harder each time as we get closer to bedtime. I have tried to just get him relaxed and ready for bed, and lay him down in his crib drowsy, but he cries every time. I usually just end up bouncing him until he's all the way out. I know he's too little to try cry it out. He has refused to nurse to sleep for over a month now. (Which I wouldn't prefer he require but sometimes would be nice!) I've done the same bedtime routine since he was about 4 weeks old, and a shortened version at naps. He just really fights sleep. Every time. I hate to think he will be still requiring me to fall asleep for a long time because of the habits we have created. Any tips? I feel like if I have to bounce on a yoga ball for another minute I might go crazy!