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Optimize Coach | Class II!

Let’s Change the World Together

My Dear Fellow Optimizer/Prospective Optimize Coach:

I’m writing today to let you know that we are officially launching Class II of our Optimize Coach certification program.

Over 1,000 (!) people from over 50 (!) countries around the world joined our inaugural Optimize Coach class. (← Which, if we were into making such claims (lol), probably makes us (at least one of) the fastest-growing Coach certification program(s) in the world. 🤓)

Before we launched Optimize Coach, I said that I believed that our program has the potential to be a catalytic force multiplier to help us truly change the world.

Today I believe that more than ever before.

There’s tremendous power in coming together as a community to help one another close the gap between who we’re capable of being and who we’re actually being.

And, our program is an incredibly inspiring (and fun!) way for me to connect with and Coach our most passionate Optimizers in our shared quest to live heroically and give the world all we’ve got.

All of which is why we’re so excited to invite you to join Optimize Coach – Class II.

Here are some high-level details and an invitation to be among the very first to sign up and become an Optimize Coach.

P.S. We’ve been blessed to receive a lot of nice comments like this one calling Optimize Coach the best program they’ve ever taken (all of which make my soul smile):

Optimize Coach: Who’s It For?

Based on the responses from the 1,000+ Coaches who joined 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.

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

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)

(When I first typed that sentence, I 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 our time together (and the rest of your life), this isn’t for you.

The 10-Month Optimize Coach Program

The Optimize Coach certification training program is 10 months long. (Technically, it’s 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: The first 101 people who sign up will have a chance to win a free 1-on-1 session with me.

Day 1 = January 2020

Graduation Weekend = November, 2020

We’ll have a special graduation weekend to celebrate the greatest year of our lives and commit to changing the world together.

That weekend may include us doing a Sprint-distance Spartan Race together. 🤠

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, you at your Energy best? You’re an Athlete. Period.

For those of you inspired to demonstrate that by participating together in a Spartan Race, let’s do that.

For everyone else, you’ll be required to demonstrate your athletic best by completing a physical challenge of your choosing.

Fun Fact 1: The team of 1,000+ Optimize Coaches in Class I make us the biggest team to ever do a Race together. (Apparently, 5x bigger!)

Fun Fact 2: Joe De Sena (Founder and CEO of Spartan Race) will be joining us as a featured Luminary (more on that in a moment) to Coach us a bit as we all get in THE best health and fitness of our lives together.

The Program

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.

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 program will, of course, be grounded in our Optimize content: +1s, PhilosophersNotes and Optimal Living 101 master classes. Throw in some Weekly Training Sessions and some daily #carpediem posts on our social platform (more on that soon) and we have a solid curriculum of Optimizing that operationalizes virtue by integrating the best of ancient wisdom + modern science + practical tools to help you become the best, most heroic version of yourself.

Time wise, expect to invest about 300 hours into the program or 3.5 to 7 hours per week (depending on how much Optimize content you’ve already completed).

P.S. Know that what you invest into the Optimize Coach program has the potential to “rock your world,” like this:

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.

Coaches in Class I have told us again and again how powerful this connection has been. (We work very hard to match you up with someone close to and kinda like you. 🙂 Super fun!)

Note: If you sign up for the program with a friend, you’ll both get $250 off and we’ll pair you together. More details below. (My Optimize Buddy? Alexandra. 😍) (Actually, Alexandra and I will each have another Optimizing Buddy: Emerson. He’s going to be our youngest Coach-in-Training and will be rocking the curriculum as part of his Optimize Schooling. 🤓) (Plus, Alexandra’s (awesome!) mom will be rocking the program with us. #teamjohnson #allin)

Community of Coaches

As we’ve discussed, wisdom is only part of the equation. Community is, arguably, even more important. As such, the Optimize social platform will be a very important part of our Optimize Coach program.

I’m officially ALL IN on creating the Facebook for Optimizing. We’ll be building out our online tools AND (finally!) launching our offline Optimize Local. (I still can’t believe we had people from 750 cities in 75 countries around the world ready to help us launch that initiative and I’m fired up to officially do so.)

And YOU, as an Optimize Coach, will be an integral part of our community—front and center as we strive to help 100 million people Optimize their lives so we can change the world together. (The first classes of Optimize Coaches might get extra-special love. 😉)

Note: As an Optimize Coach, your Optimize social profile will be blinged out so Optimizers will be able to see at a glance that you’re a Coach. (Plus you’ll be included in our Coach directory and we’ll have fun figuring out other cool ways to shine a spotlight on your awesome.)

There will be a number of ways we’ll leverage the social tools as part of our program. More on all that soon.

The Investment

Our Optimize Coach-Class II certification program will cost $3,000.

Note: Class-III and all future classes will cost $5,000.

We’re offering Class-II at a $2,000 discount because a) We’re committed to giving the best to the most for the least and b) You’ll be part of our second certification class (yes, there will be dust as we continue to build this out! lol) and we want to absolutely astonish you as we make this unquestionably the best investment you’ve ever made in yourself.

And, as part of Optimize Coach, you’ll also get Lifetime access to the Optimize Wisdom library, as well as any future updates to the program.

Note1: Current Lifetime members get $250 off. Just enter LIFETIME as a coupon on checkout.

Note2: If you do the program with a friend, you’ll both get $250 off. Just enter FRIEND as a coupon on checkout (and then tell us your friend’s name when you complete the intake survey so we can match you up as Swim Buddies.)

More details coming soon. But, if you know you’re ready, you can sign up today.

As you know, Optimize is my life’s work. And this Optimize Coach program is my absolute top priority for 2019.

I commit to giving you my absolute best to a) help you make 2019 and 2020 (and beyond) the absolute greatest years of your life while b) helping you become the most heroic version of yourself so you can most powerfully help others become the most heroic versions of themselves so c) we all have the strength to change the world together.

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 reply to this email or send an email to [email protected]

“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