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Optimize Coach - Class IV

Let’s Change the World Together

My Dear Fellow Optimizer/Prospective Optimize Coach:

This is Brian. 👋

I appreciate you taking the time to learn more about our Optimize Coach certification program and I’m excited to tell you what it’s all about so we can see if it might be a good fit for you.

Before we jump in, I want to make the important point that our program is not just for people who want to become Coaches and/or take their Coaching practices to the next level. 

In fact, out of the nearly 2,000 people who have already gone through our program (from over 70 countries around the world!), HALF of them do it “just” to more and more consistently express the best version of themselves and give the world all they’ve got.

More on that in a moment.

First, I want to step back and talk about the scientific (!) data we’ve collected demonstrating that the Optimize protocol works. (!!!)

As you know if you’ve been following along, I’m all about integrating Ancient Wisdom and Modern Science. I want to know what all the wisdom traditions (across cultures and time) have to say about Optimizing AND I want to know what science says unequivocally works.


Before we launched our inaugural Optimize Coach class (with 1,000 Optimizers from 50+ countries) early last year, we reached out to one of my friends and favorite positive psychologists, Sonja Lyubomirsky (author of The How of Happiness and The Myths of Happiness), to ask for help in SCIENTIFICALLY validating the effectiveness of our Optimize protocol. (Or not, if it ISN’T effective! 😲lol)

We worked with Sonja and one of her top Ph.D. students (thanks, Seth!!) to TEST whether or not our protocol works. We did a before and after measure (basically checking in on where people were before Day 1 of our program and then where they were on Day 300) on a broad range of areas we hoped to help people Optimize.

For example, could we boost confidence in the face of challenges while deepening connections with loved ones and increasing productivity at work?

Could we also help people create better habits—eating better, exercising more, sleeping deeper, managing their tech usage better, along with all the other stuff we know we *could* be doing but often fail to do?! 

And, if we could do that, would that lead to measurable gains in our Big 3 of Energy + Work + Love and overall well-being?!

We rolled up our sleeves and got to work creating the scientific surveys we’d need. 

We got all the “Before” data we needed. Fast-forward to Day 300. All the data is in!

We, of course, eagerly anticipated the results. 🧐


Based on the HUNDREDS (and HUNDREDS!) of testimonials we received during and after the program, we knew, qualitatively, that the program was working. The question was: What would the *quantitative* data show?


In the words of our research lead, the effects were “massively positive.” (For the geeks among us: “The effect sizes were huge!! They were all around Pearson correlations of .6 (Cohen’s ds of 1.7), which is unheard of!!” 👈🤓)

👆 Me + Team = 👯 🕺 👯‍♂️

For example, at the beginning of our program, 29% of our Optimizers felt connected to the best version of themselves. At the end, 93% (!) felt connected to the Optimus best version of themselves. (← WOW. 😲🥳!!)

At the beginning of the program, 37% exercised for 25+ minutes a day. At the end, that number was 64%. Meditation? Same thing. 43% meditated every day on Day 1 (which is actually a really high number! lol). 89% (!!) meditated every day on Day 300.

How about Confidence? Well, on Day 1, 37% felt calm and confident and present most of the day. On Day 300 that number was 88%.

Perhaps most inspiring (as this is one of THE central themes of the program and a key ingredient to living happily AND heroically!), on Day 1, only 23% of the Optimizers in the program leaned in to challenges (vs. avoiding them). On Day 300, 79% of our Optimizers were leaning in to their challenges!! (#OMMS!)

58% felt they could handle any challenge life presents on Day 1. That became 90% on Day 300. 83% felt more excited than anxious at the end, while only 41% could say that in the beginning.

Those same stats repeated themselves in Work, with an overwhelming majority of our Coaches feeling a deeper sense of purpose, engagement, focus, and productivity at Work. (While learning to manage digital distractions and, as a result, Optimizing not only their productivity but their sense of what we call “Energized Tranquility.”)

And, the same stats showed up in their Connections with friends/family/colleagues/community and humanity in general.

Then we have the healthy habits. Eating. Moving. Sleeping. Etc.

👆 ALL Optimized.

Eating-wise: 53% said they followed their nutritional philosophy on Day 1 whereas 84% said that on Day 300. Which is why we also saw a shift from 46% who felt it was easy to maintain their ideal weight to 76% saying that at the end. (btw: I was perhaps most astonished by the number of people who told us they’re back to a weight they NEVER thought they’d see again!)

Sleep-wise: We spend a lot of time helping people a) get the fact that sleep is SUPER important then we spend an equal amount of time helping them b) get great sleep!

Science says that the #1 tip to getting a good night of sleep is to turn off your electronics at least an hour before bed. (We call that a Digital Sunset.) Which is why I was thrilled to see the percentage of people who spent time without screens before bed move from 32% on Day 1 to 87% (!!!) on Day 300. (← 😲 WOW!)

Which, of course, all translated into feeling more Energized both in the beginning of the day AND at the end of the day. Get this: 46% said they started the day Energized on Day 1. On Day 300 that was 85%!!!

All of which brings us back to the most important measure.

Did we help people feel more connected to the best version of themselves?

Yes. That, again, went from 29% to (a staggering) 93%. ← !!!

Why is that important?

Well, because that’s pretty much what ALL the great wisdom traditions have told us is THE most important thing we can do and what our program is, ultimately, ALL about.

You can check out illustrations of all the data at the end of this letter. Our brilliant sketch artist, Yasmine (who designs all the worksheets that are part of our program), put them into fun visual sketches like this:

So, I can humbly and confidently say that we KNOW our Optimize Coach program can help you truly change your life.


We believe that THIS is our catalytic force multiplier to help us truly change the world one person at a time, together, starting with you and me, TODAY.
(And… It is an incredibly inspiring (and fun!) way for me to connect with and support our most passionate Optimizers in our shared quest to live heroically and give the world all we’ve got.)


That was a long prelude from Optimize Labs. 🤓

(btw: We’ve already had discussions with other world-class researchers like Gabriele Oettingen (Mrs. WOOP!) and, before he passed away, legendary researcher Anders Ericsson (Mr. 10,000-Hour Peak Guy) about running some more, in-depth studies to show the efficacy of various protocols while taking the rigor of our research to the next level by baking in some randomly-assigned control groups, etc.)

Now, let’s talk more about who the program is for (and who it is NOT for) then I’ll give you a high-level overview of what you can expect and HOW we achieve those (in the words of our research partner!) astonishing results.

Optimize Coach: Who’s It For?

Since launching our inaugural class early last year, we’ve had nearly 2,000 Optimizers from over 70 (!) countries around the world go through our Optimize Coach program. 

What’s interesting is that almost exactly HALF of those who go through the program are Coaches who want to take their practice to the next level (or individuals who plan to become Coaches) while the other half “simply” want to use the program to become the best versions of themselves in service to the world.

We think of the two groups like this:

  1. Masters. Individuals who want to live their most heroic lives by mastering themselves and the Optimize perspective while integrating the wisdom gained from the program into their various leadership roles—from entrepreneurs, CEOs, venture capitalists, military leaders and HR executives to therapists, school principals, yoga teachers, and world-class moms. 
  1. Coaches. Individuals who want to live their most heroic lives by mastering themselves and the Optimize perspective while integrating the wisdom gained from the program into their new or existing coaching practice. 

Our program serves both of those groups. From my perspective, the (!) most important thing we help everyone do to boost their professional success—whether that’s the CEO or the Coach—is to become a radiant Optimizing exemplar.

And… For those individuals looking to create a coaching business (and/or to take their practice to the next level), we have a bonus Coaching Business track in which we share best practices and offer additional resources including interactive sessions with established, successful coaches.

Again: You can check out hundreds of testimonials over here to see how our program has served both Masters and Coaches.

For now, here are a few of my favorites—three from Coaches and another three from Masters! (We’re all about the Big 3 (x2) so… 🤓)

First, the Coaches…

Barb Ostrander (a human potential Coach and certified Functional Medicine Coach) tells us:

“I already had 2 coaching certifications, but Optimize Coach was indisputably the most valuable I have taken – for me personally and the people I work with. I can’t express my gratitude enough for what you are all doing and the community you have created.”

Ian Stakiw (a Coaching Lead at a Large Software Company) says:

“The program kicked my ass — in a good way! Being an experienced (and I think a pretty decent) coach, I thought Optimize Coach would be a nice addition to my coach resources, but not a ‘rock my world’ kinda thing. Instead, I’ve found that I’m being rocked at a very fundamental level, and noticed big shifts in my life and my coaching. A huge thank you!”

Jeremy Strawn (a Fitness Coach and CrossFit Gym Owner) says:

“The Optimize program has led me to understand myself better, and the importance of self-mastery and taking care of myself first so that I may have a larger impact on the world. It has always been hard for me to say “no” or admit I need guidance, but Brian and the Optimize team have opened a new door for me that has ultimately made my coaching practice and my personal life richer and more vibrant.”

Then we have a few notes from Masters:

Jonathan Bennet (the CTO of a health coaching company) says:

“I’ve seen the material offered by expensive programs like Jack Canfield’s “Train the Trainer” certification. I’ve also seen Michael Hyatt’s Best Year Ever, Eben Pagan’s Virtual Coach, and plenty of others. Many of them are very good, BUT Optimize + Coach is the BEST of the best! You and your team have really done a terrific job. The way the content is delivered, packaged, the energy of it all, the videos, the worksheets, all then PNs, the guest teachers like Cal Newport, the mobile app and Optimize community site. It goes on and on. It is the most complete and simply the best. Keep up the great work and thank you!”

Kerry Boehner (a recruiter in the biotech industry) tells us:

“I just got off the phone with my accountability partner, and we just discussed this. As a result of the Optimize Coach program, I’m in the best physical + mental shape of my life, I’m enjoying the best relationships I’ve ever had, and I’m having the most rewarding year professionally. 

The Optimize Coach program provides the structure and resources to blossom into your best self. While much effort is required for the program, the rewards are tremendous!”

Ken Steitz (the president of a business called EcoWater of Central California) tells us:

“It has been life changing. I’ve created an energy I have not had in 20 years. I’ve lost 12 pounds in the last 3 months and am about 5 pounds from my ideal weight. I could go on and on. I would highly recommend going through the Optimize Coach program, even if you are a busy executive. You will learn how to have energized tranquility, have more energy, optimize your weight, sleep better, cuss less, be more present with others, use your smart phone and email less, and enjoy life and others much more than you do now. It has been amazing.”

(I get misty reading those. WOW. Nice, work, guys!!! 😍 🙌 )

All that’s nice and warm and fuzzy, isn’t it? (Hah.)

And, let’s be clear…

Optimize Coach: Who’s It NOT For?

Our program requires a very high level of consistent performance. We are going to demand that you do your best to show up as your best. As such, this program is not for the faint of heart and/or anyone looking to get a quick certificate that somehow magically makes them money. (lol) 

(I just looked up the etymology of the word demand. It’s from the Latin de(which means “formally”) and mandare (which means “to order”). Yep. That’s about right. We’ll partner with you + your inner daimon and formally order all of us (myself, of course, included!) to step up and into the next-best version of ourselves and do the hard work to actualize. If that doesn’t sound like an epic way to spend the next 300 days (and the rest of your life), this isn’t for you.)

(btw: The Choice of Hercules came to mind as I typed that…)

(btw2: Nearly every single one of our first 1,000 Coaches filled out an intake form before Day 1. We asked them what they most wanted to get from the program, how we could serve them best, etc. I read EVERY SINGLE ONE OF THEM. You know what the #1 thing was that the majority said in one way or another? They told us that they wanted us to hold them accountable. They wanted us to challenge them to truly move from Theory to Practice to Mastery. So, guess what? That’s what we do. Know this: There’s simply no other way to truly change our lives than to hold ourselves to high standards and then do the work. Period.)

The 300-Day Optimize Coach Program

The Optimize Coach certification training program is 10-months long. (Technically, it is 300 days long. Yes, that’s a nod to our ancient Spartan Hērōs.)

Day 0 = The Day You Decide to Go All In (Today? 🤓)

NOTE: By signing up, you will have a chance to win a free 1-on-1 session with me.

Day 1 = Friday, January 5th, 2021

Graduation Weekend = TBD!!

👆 Once COVID allows, we’ll have a special graduation weekend to celebrate the greatest year of our lives and to commit to changing the world together. More on that in a moment…

For now, here’s what some of our Optimize Coach – Class I graduates had to say after we celebrated the completion of the program together! 

The Program

The program is, of course, grounded in our Optimize content: PhilosophersNotes, Optimize +1s and Optimal Living 101 classes.


What makes the program so powerful is the Mastery Series.

Imagine me distilling the absolute best wisdom from the 600+ PhilosophersNotes, 1,000+ Optimize +1s, and 50 Optimal Living 101 classes into ONE super-practical curriculum to help you fundamentally and permanently change your life.

👆 THAT is what the Mastery Series is all about.

It’s the cornerstone of all of our work together in our Optimize Coach program.

There are 7 Modules to the program. You can check them out and read an overview of each of the 25 sessions (along with the additional Coach Training sessions as well) here.

The kinda-short story?

Well, we kick the party off with Module I on what we call “Eudaimon-ology” (The Study of a Good Soul), in which we define the game we’re playing and how to play it well.

(Hint: Become the best version of yourself and close the gap between who you’re CAPABLE of being and who you’re ACTUALLY being by living with virtue RIGHT NOW!!)

Aristotle and Martin Seligman join us as proxies for Ancient Wisdom + Modern Science as we commit to moving from Theory to Practice to Mastery as we operationalize virtue and give the world all we’ve got.

With that super-important foundation set, we’re ready to move on to Module II on what we call “Hērō-ology” (aka: The Study of a Good Hērō). (👈Note: That would be YOU!) 

As you may know, I’m in a documentary about Joseph Campbell and the modern hero’s journey called Finding Joe. Deepak Chopra, Laird Hamilton, Robin Sharma and some other great teachers are also in there.

I HIGHLY recommend it in general and ESPECIALLY if you’re thinking about taking your life to the next level.

You can join nearly a million people and watch the entire movie for free on YouTube. The director, Patrick Solomon, (heroically!) put it up when COVID did its thing. (You can also check it out at FindingJoetheMovie.com and on Amazon.)

Here’s the trailer:


In Module II on Hērō-ology, I basically OPERATIONALIZE the wisdom from that movie.

Of course, it’s nice to get all inspired by a movie or a weekend workshop or whatever. But… ECHO! … (Am I repeating myself? Yes. I’m repeating myself!) … It’s an ENTIRELY different thing to ACTUALLY FUNDAMENTALLY AND PERMANENTLY change your life.

After helping us cultivate our Antifragile Confidence, heroic Courage and Response-Ability, we move on to Module III called The Big 3 (x).

It’s time to move from the abstract to the concrete.

Who are YOU at your absolute best Energy + Work + Love wise?

What are your Identities + Virtues + Behaviors?

👆 That’s our Big 3 (x2). (👈 So many of our Masters + Coaches have told us that getting clarity on this is life changing.)

If you feel so inspired, take a moment and imagine your BEST self Energy wise. Who are you? How do you feel? What about your BEST self Work wise? Feel more purpose and productivity? And what about Love wise? Are you more present and connected and joyful? 

Helping you connect to and BE that Optimus-best version of you is, again, what the program is all about.

Remember the stats on feeling more connected to the best version of themselves?

On Day 1 of the program, only 29% felt connected to that best version of themselves. We operationalize that connection via our Big 3 (x2) (and everything else we do) such that, on Day 300, an astonishing (!) 93% feel more connected to the best version of themselves.

(Again, THIS is the secret sauce!!)

From there, we ask: “OK. When should we actually apply all this?”

Of course, the answer is (unequivocally!) TODAY!!! Which is why Module IV is called “Carpe Diem.”

We spend a couple of months (!!!) helping you become a MASTER in creating Masterpiece Days.

After a Big Picture discussion, we START with your PM Bookend. We’ve gotta know that our days ACTUALLY started the night before. (Again, this is life changing when we get it. Science says that a good night of sleep is like walking over a bridge from despair to Hope and we give you the simple practical tools to wake up feeling Energized and ready to rock.)

Then we help you architect your AM Bookends—making your mornings awesome—before walking through how to Optimize our Energy + Work + Love in the context of getting REALLY good at creating REALLY great days.

One of the powerful themes of our work together is helping you create a “protocol.” Basically, we’ve gotta know what we do when we’re at our best. THEN (goosebumps) DO THAT!!!

Note: Life really isn’t THAT complicated. What works? Do more of that. What doesn’t work? STOP doing that!! (!!!)

Of course, systematically helping you operationalize that wisdom is what the program is all about and why, when you REALLY get it and REALLY practice it, you can FUNDAMENTALLY and PERMANENTLY change your life.

(btw: Here’s a note one of our Coaches sent to his friends about our program telling them how he’d tried all kinds of programs before but it wasn’t until our program that he (and now I’m misty typing this), GOT IT and changed his life.)

That’s Module IV. You are now well-equipped to play the game well as an Optimizing Hērō TODAY.

Now it’s time for us to get REALLY (!) good at moving from Theory to Practice to Mastery.

It’s time for Module V. We call this one “Algorithms” but we could have called it “Self-Mastery 101.” 

The theme we hit over the four sessions here?

Use your willpower wisely to install habits that run on autopilot via algorithms. 

I repeat that over and over again.

Use your willpower wisely to install habits that run on autopilot via algorithms.
Use your willpower wisely to install habits that run on autopilot via algorithms.
Use your willpower wisely to install habits that run on autopilot via algorithms. 

In this Module, we integrate the best of Ancient Wisdom and Modern Science to help you master behavior design, Installing THE #1 habit that will most (!) change your life THEN Deleting the #1 kryptonite habit that is most destroying your life.

On that note, let’s pause for a moment.

If you could install just ONE habit that you KNOW would most change your life, what would it be?


What’s the FIRST thing that just popped in your head?

Imagine having the tools to install that habit. How would your life change? 

Fast-forward x years. What would be different? How would you be showing up?


Imagine installing not only that habit but ALSO mastering the process of installing habits so you can stack on all the other great habits. 


By using your willpower wisely to install habits that run on autopilot via algorithms. 


If you could DELETE just ONE bad habit that you KNOW would most change your life, what would it be?


What’s the FIRST thing that just popped in your head?

What’s the kryptonite habit that you KNOW needs to go? (No shame. We ALL have stuff we’re working on. What is it for you?)

Now, imagine having the tools to finally (!) get rid of that habit. How would your life change?

Fast-forward x years. What would be different? How would you be showing up?


Imagine getting rid of not only that bad habit but ALSO mastering the process of deleting all the other bad habits so you can finally quit giving away your power and give us all you’ve got!

(btw: Know this: THIS is actually the fastest way to change our lives. STOP DOING STUPID STUFF!) (lol) (Seriously!!))

Our Head Coach Michael wraps us this Module with a session on “Power Algorithms”—sharing the Optimize Top 10 Power Algorithms and challenging you to create YOUR Top 10 most-life-changing habits.

btw: Each of our 25 sessions in the 7 Modules over our 300-day program feature an hour-or-so “Theory” class from me followed up by set of “Practice“ videos led by Michael in which he walks you through the various Reflection and Action exercises that are part of our 150-page Workbook you’ll get as well.  


With Modules I through V under our belt, if you’ve done ANY work at all (lol), you’re a different person.

(Side note: I will always remember an Optimize Coach Zoom meetup I joined in which one of the guys at this stage of the program (goosebumps again as I type this) told me that he’d dropped something like 25 pounds and had TRIPLED his sales. Hah. And, he was doing the program with his wife who said he’s also a better husband and father and human. #misty)

Now we’re ready for what might be THE most important part of the program: The Fundies.

In this Module—we spend THREE MONTHS applying ALL the stuff we’ve learned to truly (!) master the most fundamental aspects of Optimizing. 

We have 7 core fundies.


They each get their own dedicated session but this is already way too long (hah!) so check out the Mastery Series overview page for more.

Then we wrap up it up with Module VII which brings us right back to the beginning. It’s called “Optimus You: Practicing Your Philosophy.”

In this one, we connect all the dots and then challenge you to create a little Handbook for yourself with THE most life-changing lessons you’ve learned as we re-commit to giving the world all we’ve got.

Schew. That was fun. 😅 🤓

As you can tell, I’m fired up about this stuff.

I’ve spent (literally) THOUSANDS and THOUSANDS and THOUSANDS (and THOUSANDS and THOUSANDS!!!) of hours studying and teaching (and, most importantly, striving to embody!) the fundamental principles of Ancient Wisdom + Modern Science.

This Mastery Series is the distillation of my life’s work. 

*As I typed that, I realized I could share a little behind-the-scenes video I did giving an overview of the program (aka My Life’s Work) in 1 hour 11 minutes and 35 seconds. Here it is:

That’s the Mastery Series. 

Again, it’s the foundation of all of our work together. But, it’s not the only thing…

The Soul Force Forge

In addition to the Mastery Series (and a selection of the most essential PhilosophersNotes, +1s, and 101s content we curate for the program), I do 1-on-1 Coaching with our Coaches twice a month in what we call a “Soul Force Forge.” 

Our Head Coach Michael also Coaches you on how to build your Coaching practice and business using the Optimize protocol.


The Guest Faculty

We’ve invited some of my dear friends and favorite teachers to join our program as “Guest Faculty.” We call them “Luminaries” (which, for curious souls, literally means “one who gives light.)

Dozens of world-class thinkers and teachers have joined us—from Cal Newport and Dan Siegel to Sonja Lyubomirsky, Gabriele Oettingen, Tal Ben-Shahar and a ton of the other authors I’m always talking about! (Check out the Visiting Faculty page here.)

They basically share their most powerful practical wisdom then do 1-on-1 Coaching with you. They also teach us one (or more!) specific Coaching Tools we can use to Coach ourselves and our clients/families/teams/etc. You’ll get instant access to the archive and have fun with new sessions every month.

And, well, this has gotten crazy long. 

Perfect. 🙂

If you’re still here: NICE WORK!

What else?

Oh! Yes. Important detail.

As important as the Optimize content will be, the focal point of the program will be OPERATIONALIZING all the wisdom into consistent, virtuous behavior—such that your prior best becomes your new baseline. THAT is the hard part. THAT is what we are committed to helping you (and your clients/colleagues/family/etc.) truly MASTER as a result of your participation in our program. And THAT is what will be required in order for you to successfully graduate.

Moving on to a couple more points…

Optimizing Buddies

Navy SEALs go through their training with a swim buddy. (And then they have a swim buddy throughout their SEAL careers.) Although we’ll spare you the Hell Week, I’m inspired by both the astonishingly high standards of SEAL training and the importance of having a swim buddy. As such, we will pair you up with an Optimizing Buddy.

Basic idea: You and your Optimizing Buddy will hold each other accountable to your Optimus selves and refuse to accept failure.

Note1: If you join the program with a friend, (you can do that here!) you’ll both save 10% and we’ll pair you up with your friend. (And, of course, if you’d rather be paired with someone new, that’s great too.) (My Optimize Buddy? Alexandra. 😍) (Actually, Alexandra and I each have another Optimizing Buddy: Emerson. He’s one of our youngest Coaches-in-Training and is rocking the curriculum as part of his Optimize Schooling. 🤓) (Plus, Alexandra’s (awesome!) mom is an Optimize Coach and and so is our our (awesome!) nanny. #teamjohnson #allin)

Note2: My friend Mark Divine, former SEAL Commander and author of The Way of the SEAL and Unbeatable Mind is one of our Guest Faculty Luminaries. Hooyah!

Note3: One of the greatest honors of my life came when I learned that some of the highest ranking U.S. Navy SEALs in the world are Optimizers. They invited me to join one of their Mental Performance Working Group discussions. Of course, I said, “I’m honored. I’m in.” (We actually share the full session in our Coach program. And we chat about it a bit here.)

My only (zero-pressure) request was that, if it was at all possible, I’d be thrilled if they could give me 7-year-old son (Emerson!) a tour of their training facilities b/c, of course, SEALs are his heroes. They said, “Hooyah!” and we went down and spent the day together—creating a lifetime highlight. (Thanks again, guys!)

As a thank you gift, Emerson made Mags and Captain Bob LEGO versions of their Mark V Special Operations Craft boats. Here’s a pic that always gets me misty.

All of which leads us to…

The Investment

Our Optimize Coach certification program is $1,000. 

We’re pricing it at a deliberately super (!) low price point (and we have payment plans available as well) because a) we know times are tougher than ever and we want to do all we can to help make sure money isn’t getting in the way and b) we’re committed to giving the best to the most for the least and c) we want to absolutely astonish you as we make this unquestionably the best investment you’ve ever made in yourself. (PERIOD.)

I’m smiling as I type this but our Coaches literally (repeatedly) (constantly) tell us things like:

“I am more self-aware… My spirit is stronger… I am more consistent… By far the best”self development” or”life coaching” investment I have ever made – at any price.” 

I have been a studying and practicing personal development for over 20 years and the Optimize Coach is BY FAR the best, most transformational program I’ve ever participated in. It contains the absolute BEST, most essential content with very clear ways to apply it systematically to optimize your life. I thought I was doing “pretty good” before I joined the program…but these days, I actually know know what’s like to BE my best self… the leader and son and brother that I was meant to be. And I know this is just the beginning. THANK YOU Brian and Michael for everything. This program is truly a masterpiece!”

We’re also a Public Benefit Corporation (learn more about that here + here + here) and are absolutely (!) committed to running our business with virtue and we want you to FEEL our love and commitment to you and want you to say, “You know what? If I was running a business like that, that’s what I’d do.”

(I got misty typing that.)

If all that sounds like fun, we’d be honored to welcome you into our Coach program.




Get Started



Get Started



Get Started

As you know, Optimize is my life’s work. And this Optimize Coach program is where it all comes together.

I commit to giving you my absolute best to a) help you make this the greatest year of your life while b) helping you master yourself so you can serve heroically while empowering others to do the same so c) we can change the world, one person at a time, together, starting with you and us Today.

I’m honored that you’re even contemplating the opportunity to join our Optimize Coach program.

Sending love to you and your family.



P.S. Of course, if you have any questions, please just let us know. You can send an email to [email protected] and our Astonishment Team will aim to serve you profoundly.

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

– Margaret Mead

P.P.S. That graduation weekend I mentioned above? Check out these pictures from our Optimize Coach – Class l graduation to see what an inspired community of Optimizers coming together to celebrate our commitment to awesome looks like.

And… Once COVID allows, your graduation weekend will include all of us (who, of course, are so inspired to join us!) doing a Spartan Race together on Sunday morning. 🤠

Note: An important part of our Optimize Coach program will be raising our standards in ALL aspects of our lives and stepping up to our heroic potential. A big part of that will be truly mastering our Big 3 framework in which we forge new Identities and become our optimus best with our Energy, Work and Love. A big part of that will be stepping up and into an “Athlētē” persona.

Of course, that will mean different things for each of us, given whatever personal limitations we may have. But, those of us who feel so inspired will be doing a Spartan Race together as part of our graduation. You at your Energy best? You’re an Athlete. Period.

btw1: When I typed that out, I thought of one of our amazing Coaches, Julie. Check her out:

I also thought of our beloved Wendy. (WW!!) Check this out and try not to get misty:

👆 Yah, Wendy. We’re good. (WOW.) (LOVE YOU, WW!!)

btw2: Science says: COLLECTIVE EFFERVESCENCE is astonishingly good for the mind-body-soul. (Seriously. Check out our PhilosophersNotes on Kelly McGonigal’s GREAT(!) book The Joy of of Movement for more!)

Fun fact: My soul brother Joe De Sena (Founder and CEO of Spartan Race) is one of the Luminaries who Coaches our Coaches in our program. 🙂

btw3: I laugh with joy every time I watch this video of Team Optimize (which was the second-largest in Spartan history CRUSHING a Spartan Race together!!) (And these pics!!)

Next time we all get together? Deo Volente, we’re going to set the all-time Sparta record with 1,000+ Optimizers showing that team work makes the dream work. 🤠

P.P.P.S. Any time I think of our nearly 2,000 Optimize Coaches in 70 (!) countries, I shake my head in joyful celebration imagining our global community coming together to be the change and make a difference in the world.

Simply seeing the list of countries as I imagine the impact ripples always inspires me.

So, here it is! 🌎 🌍 🌏

Argentina, Aruba, Australia, Belgium, Bolivia, Brazil, Bulgaria, Canada, Chile, China, Colombia, Costa Rica, Croatia, Czech Republic, Denmark, Ecuador, Egypt, England, Finland, France, Germany, Greece, Guatemala, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Israel, Italy, Japan, Latvia, Lithuania, Luxembourg, Malawi, Malaysia, Maldives, Malta, Mauritius, Mexico, Myanmar, Netherlands, New Zealand, Nigeria, Norway, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Scotland, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Wales.

(When I shared that with Alexandra she said, “Wow. How many countries are there in the world?” I said, “The U.S. recognizes 195.” And: “We’ll be in every single one of them within a decade.”)

P.P.P.P.S. I promised to share the sketches of the scientific data that’s demonstrating the efficacy of our program. Here they are!

btw: As we organized the data to create these illustrations (months after our initial analysis), our research lead, Seth, told us that “these results continue to put me in a state of awe.”