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Optimize Coach

Let’s change the world. One person at a time. Together. Starting with You and Me. Today.

Join The Next Class Of Optimize Coach

Master Yourself

Let’s close the gap between who we’re capable of being and who we’re actually being, so that we can start expressing the best version of ourselves more & more consistently.

Support Others

Help others to express the best versions of themselves more & more consistently—whether that’s your family, your clients, your team, or your organization.

I already had 2 coaching certifications, but Optimize Coach was indisputably the most valuable I have taken - for me personally and for the people I work with. I absolutely loved this program…and I can't express my gratitude enough for what you are all doing and the community you have created. So, thank you again!

Barb Ostrander
Barb Ostrander

Optimize Coach Graduate

Join 1,000 Coaches from 50+ Countries.

Coach 2020 has started but late registration is still available. Let's do this!

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​​Become an
Optimize Coach

  • World-Class Wisdom and Tools

    Our 300-day curriculum leverages the world’s best wisdom in productivity, psychology, coaching, and more.

  • Join Sessions Live or Later

    Join live (from anywhere!) on the first 3 weeks of every month, or watch the recorded video modules on your own schedule.

  • Go From Theory to Practice to Mastery

    Install the daily habits and fundamental practices scientifically validated to get you feeling and performing at your best.

  • Be Held Accountable

    Step up to the standards required for certification and support your equally-committed “Optimize buddy” to do the same.

  • Achieve Results

    Create a positive impact in your health, your work, and your relationships: for you and those close to you.

  • Apply Your Training

    To support those around you, whether you’re a startup CEO or a stay-at-home super-parent.

The Optimize Program has lead me to understand myself better, the importance of self mastery and taking care of myself first so 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 which has ultimately made my coaching practice and my personal life richer and more vibrant

Jeremy Strawn
Jeremy Strawn

Optimize Coach Graduate

Express the best version of yourself
more and more consistently.

Register Now

Ready to Make 2020 the Best Year of Your Life?

Optimize comes from the Latin ‘optimus’. It literally means “the best.” In our case, we’re talking about helping YOU become the best version of yourself.

So, what does that best version of you look like?

  • What’s your ENERGY like?
  • What kind of meaningful WORK are you doing?
  • How’s the LOVE and connection in your meaningful relationships?

Let’s (echo!) close the gap between who you’re capable of being and who you’re actually being, so that you can start expressing the best version of yourself more & more consistently.

Then, having Optimized your own life, we’ll equip you with the tools, systems and skills needed to support others as an Optimize Coach - whether you’re building a new practice, growing an existing one, or “just” looking to develop the potential of those around you in various personal and professional roles.

The magic juice of this programme has been the combination of three awesome aspects = the quality of the content + the intensity of the learning + the inclusion of my whole life as a daily focus. This has equaled a huge transformation for me across my whole life… I am now consistently confident, I am clear in my thinking and focused on the most important stuff and I'm getting it all done, without the stress. In short, this programme has made me happy.

Tara Lorigan
Tara Lorigan

Optimize Coach Graduate

Hoping Work Will Support You with Optimize Coach?

The program’s a great fit for anyone looking to amplify their leadership and management skills.

Download this letter for your boss

Let's change the world. One person at a time. Together. Starting with You and Me. Today.

Coach 2020 has started but late registration is still available. Let's do this!

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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.

Nigel Brownjohn
Nigel Brownjohn

Optimize Coach Graduate

We’re Obsessed With Your Success

We’re committed to helping YOU positively and permanently change your life. Why? Because we’re serious about our mission: to change the world. One person at a time. Together. Starting with you and me. Today.

Included in the Optimize Coach Program

  • The full Optimize experience: including 1000+ hours of wisdom via PhilosophersNotes, Optimize +1s, 101 Master classes, the Optimize Mastery Series, and membership on the Optimize Social platform “The Oasis.”
  • A personally matched “Optimize buddy” to celebrate your wins, give valuable feedback, and provide support and accountability.
  • ​​The opportunity to ask questions and participate during 3x per month live Coaching with Brian Johnson.
  • The Optimize Coach Training Series and Coaching Toolkit to help you develop your Coaching skills.
  • 3x per month live Coaching with Optimize Head Coach Michael Balchan (after completing the Self-Mastery phase of the program).
  • A dedicated Coach Astonishment Team to answer questions and help you overcome any challenges.
  • Graduation Weekend - a chance to connect in person and complete a team Spartan Race. (Scheduled for LA, December 2020, additional ticket price of $100.)

The Optimize Coaching program has been AWESOME and life-changing…. I FINISHED what I started… it kept me sane, on track and focused. I went through a major life change this past year and… I not only survived, but thrived… Holding us to high standards helped me implement the old (and new) practices into my daily life… My self-talk has greatly improved… I am on the ascent to Mt. Everest...and I AM GOING TO MAKE IT! Yes! Thank you, thank you, thank you. I have a heart full of gratitude.

Janita Pavelka
Janita Pavelka

Optimize Coach Graduate

How would you feel coaching others if you were the happiest, healthiest and most radiant you’d ever been?

Coach 2020 has started but late registration is still available. Let's do this!

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Program Curriculum*


  • 300 +1 Micro Lessons.
  • 101 Philosophers Notes.
  • 11 Optimal Living 101 Master Classes.
  • The Optimize Mastery Series (approximately 30 hours).
  • The Optimize Coach Training Series (approximately 15 hours).
  • The Optimize Coaching Toolkit.


  • Unplug from technology 60 minutes before going to sleep daily.
  • Install a nutritional protocol that supports in maintaining or actively working towards a waist to height ratio of ≤ 0.5.
  • Moving 10k steps or spending 25 minutes dedicated to movement or recovery daily.
  • Practicing one Optimal breath daily.
  • Meditating for 11 minutes daily.
  • Appreciating with Gratitude daily.
  • Completing a minimum one-minute Carpe Diem Journal practice daily.


  • Demonstrate being at your Energy/Athlētē Best by completing the Spartan Race at graduation. (Or an alternate demonstration approved by the team.
  • Support your Optimize Buddy throughout the program. (Technically, they have to confirm that you’re awesome.)
*Approximate time required = ~300 hours
**Daily items must be completed a minimum of 5/7 days a week.

Your Best Year Ever Starts Today

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First off, thank you for what is turning out to be an incredible program! It is really kicking my ass (in a good way!). I gotta admit, being a pretty experienced (and I think a pretty decent) coach, I thought Optimize Coach would be a nice addition to my coach resources, but not 'rock my world' kinda thing. I have found instead that I am being rocked at a very fundamental level, already noticing shifts in my life and my coaching. So even though we are still only a few months in - a huge thank you! 🙏

Ian Stakiw
Ian Stakiw

Optimize Coach Graduate

Join an Inspiring Community

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Frequently Asked Questions

Who is Optimize Coach for?

Based on what we learned from the 1,000+ Coaches from our inaugural class, the Optimize Coach program is for two basic categories of people:

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, personal trainers, and world-class moms.
2. 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.

Pretty much exactly HALF of our first 1,000 Optimize Coach participants did the program simply to Optimize their own lives. While the other half did it because they wanted to be better at coaching others personally and professionally.

Whether you’re joining us as a Master or as a Coach, the most important thing we’ll help everyone do to boost their professional success and personal well-being (whether that’s the CEO or the Coach or the Mom) is to move from Theory to Practice to MASTERY—closing the gap between who they are capable of being and who they are actually being to become a radiant Optimizing exemplar, heroically giving their greatest gifts in greatest service to the world.

And… if you are inspired to create a coaching business (and/or to take your practice to the next level), we have a Coaching Skills track to help you master the process of using the Optimize protocol to help others actualize their potential.

All of that said, 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)

How much does Optimize Coach cost?

Our Optimize Coach-Class II certification program is $1,000. (With 5-month/$200 and 10-month/$100 payment plans available.)

Having said that...

VERY IMPORTANT NOTE: Although we intend to make this the most astonishingly priced program in terms of money invested to return on your life, the cash you invest will be the smallest part of your investment.

Expect to invest a lot more in time, energy, courage, grit and actually DOING THE WORK to change your life.

Are there payment plans available?

Yes! Optimize Coach can be purchased in one bulk sum of $1000 USD, 10 monthly payments of $100 USD, or 5 monthly payments of $200 USD. You'll find all of these options on the checkout page.

How much time does it take?

The program is 300 days long and 100% online (although we really hope you can join us in Los Angeles December 4th-6th for an in-person Graduation Weekend and Team Spartan Race!).

For certification you’ll invest roughly 300 hours over the 300 days, approximately broken down by:

That said…. this isn’t for the faint of heart! If you’re looking for an easy, passive, information-based coach certification program, this isn’t for you.

  • ~ 60 hours of Core Wisdom content, studying the biggest ideas from world-leading experts and teachers (~12 minutes a day).
  • ~ 30 hours of Optimize Mastery Series content, studying the Optimize protocol for Self-Mastery ~45 minutes a week).
  • ~ 20 hours of Optimize Coach Training content, developing your Coaching skillset and toolkit both generally and for the Optimize protocol (~30 minutes a week).
  • ~ 30 hours of Reflection exercises ( ~45 minutes a week).
  • ~ 20 hours connecting with your Optimize Buddy ( ~30 minutes a week).
  • ~ 80 hours of physical movement ( ~ 25 minutes a day).
  • ~ 40 hours of meditation ( ~ 11 minutes a day).
  • ~ 20 hours of journaling ( ~ 5 minutes a day).
  • ~ 7200 hours of doing your best to be your best. (Yes, that’s 24 hours a day for 300 days.😄)

Optional additional time:

  • ~ 3x per month 90 minute live video Coaching with Brian.
  • ~ 3x per month 90 minute live video Coaching with Michael (after completing Phase I of the program).
  • Graduation Weekend and Team Spartan Race - Dec xx-xx, 2020.

Becoming a Certified Optimize Coach requires a high level of consistent performance and an investment in time, energy, and courage. You’ll be supported every step of the way by the Optimize Team and our community (you even get paired with a personal “Swim Buddy” from day 1!).

How do I get certified?

We believe that THE #1 most important thing we can do as aspiring Coaches (and parents and colleagues and, well, humans) is to become RADIANT EXEMPLARS of what a life of deeper integrity and operationalized virtue looks like.


To become an Optimize Coach you need to actually DO all the stuff we talk about in the Mastery Series and demonstrate the fact that you’ve gone from Theory to Practice to Mastery in your Energy + Work + Love.

With that solid base, we also help you develop your actual Coaching Skills while mastering the Optimize Coaching protocol and we help you build your Coaching Business as well.



It ALL starts with (and always comes back to!) us actually being RADIANT EXEMPLARS.

Which is why our diploma reads:

Having demonstrated a commitment to areté through the mastery of ancient wisdom, modern science, and the fundamentals of Optimal living—both in their own life and in service to others—let it be known that [INSERT YOUR NAME HERE] is hereby recognized as a Certified Optimize Coach and granted all privileges thereunto appertaining, for as long as they continue to demonstrate their commitment through practice. In witness whereof, we hereby commit to do our best to operationalize virtue and live with areté, honoring the fundamentals and striving to be our Optimize = Optimus = Best = Eudaimōn = Hērō selves in Energy, Work, and Love.

So… to become an Optimize Certified Coach you’ll need to:


  • Complete 300 +1 Micro Lessions (Available in video, audio or written format).
  • Complete 101 Philosophers Notes (Also available in video, audio or written format).
  • Complete 11 Optimal Living 101 Master Classes (Also—you guessed it—available in video, audio or written format).
  • Complete the Optimize Mastery Series (approximately 30 hours) and Phase I.
  • Complete the Optimize Coach Training Series (approximately 20 hours) and Phase II.


  • Unplug from technology 60 minutes before going to sleep daily.*
  • Install a nutritional protocol that supports in maintaining or actively working towards a waist to height ratio of ≤ 0.5.
  • Moving 10k steps or spending 25 minutes dedicated to movement or recovery daily.* (You get to decide what type).
  • Practicing one Optimal breath daily.* (We’ll teach you how.).
  • Meditating for 11 minutes daily.* (Whatever flavor you prefer.)
  • Appreciating with Gratitude daily.*
  • Completing a minimum one-minute Carpe Diem Journal practice daily.* (We’ll teach you this, too!)

* 5/7 days a week


  • Demonstrate being at your Energy/Athlētē Best by completing the Spartan Race at graduation. (Or an alternate demonstration approved by the team.)
  • Support your Optimize Buddy throughout the program. (Technically, they have to confirm that you’re awesome.)

If it takes you longer than 300 days—all good! Your diploma will be ready for you when you’ve done what it takes to earn it.

And, MOST importantly, (as the diploma declaration states), your certification will be valid “for as long as [you] continue to demonstrate [your] commitment through practice.”

Translation? It must be re-earned every day via your commitment to continue being the Optimize = Optimus = Best = Eudaimōn = Hērō version of yourself.

How is this different from other coach programs?

The focal point of our program is 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.

Basically (echo!): Moving from THEORY to PRACTICE to MASTERY as we close the gap between who we’re capable of being and who we’re actually being as we become radiant Optimizing exemplars, heroically giving our greatest gifts in greatest service to the world.

The first part of the program is all about practicing for ourselves what we’ll support others with as coaches - everything from living in alignment with our personal values, identifying and going after SOUL goals, installing good habits (and deleting the bad ones), navigating obstacles, using challenges as fuel for growth, practicing our fundamentals (how we sleep, move and eat!), learning to LOVE what is, and giving our greatest gifts in greatest service.

THEN (lol!) in the second part of the program, we’ll take everything we’ve studied and practiced and learn to apply it via Coaching skills and tools. We’ll work through connecting with potential clients, structuring coaching relationships, how to use the Optimize tools (and worksheets!) in service to your clients, and how to serve profoundly as a world-class coach.

We’ll also cover how to use these Coaching skills and tools in non “coaching” roles: whether that’s as an executive, a manager, a team-mate, a (super) parent, a friend, or any other leadership-type role.

And, while you will be required to regularly connect with and support another Coach program participant (your “Optimize Buddy”), we don’t currently require you to coach for any number of hours or to follow a strict coaching protocol in order to be certified.

Who leads this program?

Brian Johnson is the founder, Chairman, and Philosopher in Residence at Optimize. He’s spent half of the last twenty years as a Founder/CEO creating (and selling) two market-leading social platforms (eteamz + Zaadz) and the other half as a Philosopher reading, writing, teaching. He’s the creator of PhilosophersNotes and was featured in the documentary on Joseph Campbell/the modern hero’s journey: Finding Joe.

Brian has dedicated his life to teaching us how to more consistently show up as the best version of ourselves—closing the gap between who we’re capable of being and who we’re actually being so that we can give our greatest gifts in heroic service to the world while creating a life of deep meaning, connection and joy.

Michael Balchan is the Head Coach and President at Optimize. He studied behavioral economics and psychology at Harvard University (including Tal Ben Shahar’s Positive Psychology and Michael Sandel’s moral philosophy course, Justice) and built a thriving 1:1 coaching practice using the Optimize protocol. He’s been a student of Brian’s for nearly a decade, using the Optimize Wisdom library to excel as a commodity-option trader, complete an Ironman, be a committed husband and father, and transform his and his client’s lives.

Michael is committed to helping you put theory into practice—for yourself and for anyone around you that you’re inspired to support—and to become a master at serving profoundly.

How does it work?

Optimize Coach is a 300-day, semi-self-paced online program. Each week Brian and Michael will share a new module for you to watch (or listen to), along with worksheets and tools for you to practice in your own life (and share with your clients too).

You can join sessions live, or watch the recordings at your own convenience.

Each day (technically 5/7 days a week) you’ll also be expected to practice fundamental habits of Optimal living - things like journaling, meditation, movement, optimal nutrition, and sleeping. And, each week, you’ll connect with your Optimize Buddy to practice coaching and provide additional support and accountability.

What time are sessions? And how long are they?

The first part of the Coach program - Mastery Series - will be filmed live (via Zoom) on Tuesdays at 9am PST. There will be around 60 minutes of wisdom, followed by a brief overview of the accompanying worksheets and practices. Video recordings will be made available 24-48 hours after the live session, and will stay in the Optimize Library. As an Optimize Coach, you can watch and participate in live Coaching with Brian sessions following the main content. They'll take place around 10:45am PST on the same day (We’ll take a short energy-boosting break in between.)

Once we complete the Mastery Portion of the program, the Coach Training Series and Live Coaching with Head Coach Michael (+ guests) will begin - taking place on Thursdays at 9am PST on the first three weeks of every month (with a scheduled off weeks in between).

Will there be emails or reminders or anything like that?

Yep! We’ll send out reminders for every Coach session, as well as a follow-up with notes + worksheets + action items for the week. you'll also find a "What's Important Now" section in your coach dashboard with all the latest news and updates.

What’s the difference between the Optimize Mastery Series and Optimize Coach?

The Mastery Series is a self-paced, online program that also includes viewing-access to the live Coaching with Brian sessions.

Optimize Coach uses the Mastery Series as a key part of the curriculum, but we add additional components—like the ability to receive 1:1 Coaching from Brian (and Head Coach Michael) + Optimize Buddies + Coach Standards + group pacing + Coaching Training + Luminary Coaching (+ more!)—to provide additional levels of support, accountability, and training.

In addition, Coaches also get training and tools for helping others express the best versions of themselves more and more consistently—whether family, clients, teams, or organizations.

That phase of the program includes:

  • The Optimize Coach Training Series. Additional modules to help you learn to support others to bring forth their best.
  • The Optimize Coaching Toolkit. Additional resources to deepen your practice and expand your skills.
  • Coach Additional Live Coaching sessions 3x per month (from Head Michael and guests!).

Coach program participants also get access to special live and interactive sessions featuring some of our favourite big thinkers including the ability to watch recordings of those sessions.

Is it cool to join Optimize Coach and NOT graduate?

Yep! Just make sure that you’re ALL IN and want the deep level of accountability and support that comes with Coach.

You won’t have to declare whether or not you’re pursuing certification. And, if you do decide you’d like to earn a Diploma Declaration, you’ll also have the option to take your time with it beyond the 300 days. It will be ready for you when you’ve done what it takes to earn it.

Is there any reason to join Coach if I don’t plan to be a professional coach?

Short answer: Yes.

Longer answer: Everyone has their own reasons for joining Coach.

Some do it because they want to master their own lives and reach increased levels of self-discipline, or health, or joy. Others want to be better leaders, managers, executives, teachers, or teammates.

And, of course, some do it because they wanted to learn coaching skills—either to start a new practice or expand an existing one.

Bottom line: Optimize Coach is a great resource for anyone looking to master themselves and/or support others—in any capacity.

What is an Optimize Buddy and why are they part of the program?

We’re inspired by the astonishingly high standards of elite special forces training programs (SEALs, Rangers, etc.) and the importance of having a buddy throughout training and beyond. So, we’ll be connecting everyone in the program with an Optimize Buddy.

Basic idea: you’ll support and hold each other accountable to being and becoming your Optimus Best selves.

Previous participants in Optimize Coach said that having an Optimize Buddy was one of their favorite and most impactful parts of the program.

And for those of you seeking to be certified as Optimize coaches, one of your requirements will be that A) you maintain an Optimize Buddy relationship throughout the program, and B) that your buddy confirms you’ve been an awesome buddy at the end of the program.

When is graduation weekend?

We’ll be meeting in person to close the Coach program, celebrate our success, and (hopefully) break a record as the largest Spartan team EVER as we complete a Spartan Sprint together.

It all happens the weekend of December 4-6, 2020, in Los Angeles, CA. Travel and accommodation is at your expense, and there is an event fee of roughly $100USD. Last year this time together in person was EPIC!

When is my next opportunity to register?


Currently, enrollment in Optimize coach is only offered once a year. To get certified in 2020, join today!

We hope you do!

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!

Kerry Boehner
Kerry Boehner

Biotech Recruiter + Mom of 3