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Optimize Coach | Launch!

It's Time to Change the World Together

My Dear Fellow Optimizer/Prospective Optimize Coach:

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

We’ve had a lot of people ask for this over the years and nearly launched it last year after 700+ people expressed interest but it wasn’t quite the right time.

I’ve decided that NOW is the time and that our Optimize Coach program has the potential to be a catalytic force multiplier to help us truly change the world.

(And, I think it will be 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.)

As such, the program will be a focal point of my work/life/Optimize in 2019 as we launch our inaugural program and certify our first class of Optimize Coaches.

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

Optimize Coach: Who’s It For?

Based on the responses from the hundreds of Optimizers who expressed interest in our Optimize Coach program last year, it looks like the participants in our program will fall into two basic categories:

  1. 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.
  2. 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.

Our program will serve both of those groups. From my perspective, the most important thing we’ll 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’ll have a 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 is going to require 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 2019 (and the rest of your life), this isn’t for you.)

The 10-Month Optimize Coach Program

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

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

Registration for the Optimize Coach-I program closes on Jan 30th. So, if you’re feeling it, let’s do this!

NOTE: The first 101 people who sign up will have a chance to win a free 1-on-1 session with me.

Day 1 = Tuesday, February 12, 2019

Graduation Weekend = Friday, December 6th – Sunday, December 8th

We’ll have a special graduation weekend in Southern California to celebrate the greatest year of our lives and to commit to changing the world together. That weekend will include us all 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, we’re ALL doing a Spartan Race together as part of our graduation. Even if you’re in a wheelchair, those of us who aren’t will get you through the course and bang out your burpees for you. You at your Energy best? You’re an Athlete. Period.

Fun: We’ll see if we can get Joe De Sena (Founder and CEO of Spartan Race) to Coach us a bit.

The Program

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 areté by integrating the best of ancient wisdom + modern science + practical tools to help you become the best, most heroic version of yourself.

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.

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 do the program with a friend, you’ll get 10% off and we’ll pair you up with your friend. (My Optimize Buddy? Alexandra. smiling face with heart-eyes) (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. nerd face(Plus, Alexandra’s (awesome!) mom will be rocking the program with us and so will our (awesome!) nanny. #teamjohnson #allin)

Note2: We’ll see if we can get my friend Mark Divine, former SEAL Commander and author of The Way of the SEAL and Unbeatable Mind to join us to share his wisdom during one of our weekly calls. Hooyah!

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 class of Optimize Coaches might get extra-special love. winking face)

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 inaugural Optimize Coach certification program will cost $1,000. (NOTE: We have payment plans available if that’s your ideal!)

We’re pricing it at a deliberately super (!) low price point because a) We’re committed to giving the best to the most for the least and b) You’ll be part of our very first certification class (yes, there will be dust as we 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.

Note: Lifetime Optimizer members get 10% off. Just enter LIFETIME as a coupon on checkout. And, if you do the program with a friend, you’ll both get 10% off. Just enter FRIEND as a coupon on checkout (and then tell us the name of the friend with whom you’re doing the program so we can match you up as Optimize Buddies!). And, yes, you can aggregate the two coupons together if you’re BOTH a Lifetime Optimizer AND doing it with a friend. You’ll get 20% off if you use coupon ALLIN. (I get misty as I type that.)

More details coming soon, and you can check out our FAQs about the program here. But, if you know you’re ready, you can sign up today.

Let’s Do This!

As you know, Optimize is my life’s work. And this Optimize Coach program is one of my top priorities for 2019.

I commit to giving you my absolute best to a) help you make 2019 the absolute greatest year 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


NOTE: This is a continuation of a letter we sent to launch Optimize Coach on New Year’s Eve. If you’ve already read the initial letter, it’ll make sense starting here. If you haven’t read the letter from the top yet, you might want to start at the top. (Click here to jump up!)

P.P.S. So… We announced the launch of Optimize Coach at noon on New Year’s Eve. In a little over 50 hours we had over 250 awesome Optimizers sign up. astonished face

(And, given my obsession with 4.5 hours of Deep Work for Peak greatness combined with my love of all things 101, I took it as a wonderful wink from the Universe that the first 101 Coaches signed up in almost exactly 4.5 hours. nerd face)


And… Wow.

I (and we) couldn’t be more inspired, humbled and committed to absolutely astonishing you with awesome.

We thought we’d cap our inaugural class at 300 (yes, another wink to our Spartan Hērōs).

Then, after my meditation yesterday AM (I’m working on a new “Virtue Meditation” we’ll be sharing in the Coach program soon, btw) as I journaled our big-picture strategy, I thought to myself, “If we want to start a Movement and Optimize Coach has the potential to be a catalytic force multiplier to help us truly change the world while helping our super-passionate Optimizers (whether they want to become “Coaches” or not) truly make 2019 the greatest year of their lives, why would we cap it at 300?” ← Hah!)

(Plus, by the time we could send out this email, we’d already blown thru 300…)

Um…. Yah.


We’re going to keep our Optimize Coach – Class I open for registration beyond the first 300. (I was thinking I’d like to help empower 1,000 Optimize Coaches this year (via Class I that starts in February and Class II that starts in July) and now I’m thinking, why not just release the brakes and let the energy flow?unicorn face)

On that front, one of the things that has blown me away the most (among many things!) is the fact that we have so many friends and couples going through the program together! (Couples-wise: It’s not just me and Alexandra!! haha!)

In fact, Michael Balchan (my right-hand guy in helping us launch Optimize Coach), and his wife Kristen are doing it together as well. (He sent me a pic of Kristen working through the Greatest Year Ever journal on New Year’s morning on their coffee date and my heart just melted. See below. smiling face with heart-eyes)

And Kristen told Michael that I should say something along these lines to you: “If you’ve gone through the GYE workbook in the past/you’ve been meaning to go through GYE… but haven’t actually implemented it into your life, Optimize Coach is your opportunity to make a commitment to putting the wisdom into practice. (Even if you have no intention of ever becoming a coach!)”

So, well, there ya have it. (lol)

It’s funny how many people who have no intention of becoming an actual “Coach” are signing up.


If you just want to step up your game and become the best, most heroic you, we’d love to have you join us! (Need some more info? Check out the FAQs about the program here.)

Sending love and high fives and heroic valence,


P.P.P.S. Here’s that pic of Michael’s wife Kristen rockin’ the journal:

And… While we’re at… Here’s Michael’s journaling of his #carpediem virtues. Yes, he writes backwards Da Vinci style just for fun. #thatslikehimslightly smiling face