The High Performance Coach For Billionaires (Dan Lawrence, EP2)

Introduction to Dan Lawrence Our Guest today is head of performance at matchroom boxing and he's worked with a myriad of professional athletes he's trained world champion boxers NFL Super Bowl winners and in a world where I feel as though it's an internet era and most people unprofessional here one thing that you definitely recognize with our guest is he comes across very professional and most people have businesses on social media but there's actually nothing behind it but the Our Guest today has a leg business with a genuine Mission with real Mission and values behind them too and our guest is Dan Lawrence thanks for having me as look forward to the talk me too me too and I want to just start with um Mission and values because um one of our mission values is integrity and I saw you had Integrity in your mission and values and and I wanted to start with that because with the nature of our business where we are online Integrity reputation is rare and it's hard to find so why did you make your value Integrity where's The Importance of Integrity in Business your mission values come from cuz I think that's want to lead with that for me it comes back to cro Valentine's coin the term of your values and vision Drive every decision and unless you really know your values and what truly intrinsically drives you how are others supposed to relate and resonate with what you put out there we're in this big bad world of social media as you alluded to on the intro and people are just chasing a quick buck and they need to be challenged of why they're actually doing it I've been a practitioner for 18 years and coached over 30 Champion athletes in that time and I did this before it was cool I did this because this was my passion and this was my mission and like you Integrity is very high on I my value stack Integrity empowerment and yeah just being incredibly professional to ensure that the people around me all Elevate to get to the next level of whatever their specific goals are so yeah values for me are so so important and if something deviates away from those core values I really don't entertain it yeah it's amazing that you say that and you know something we we always lead with our mission and values and I always connect with those a lot of the times in any part of our marketing any part anything that we do even with our staff and we onboard staff now we talk about Mission values and um like I'm in the space of high performance sales teams you're in the space of high performance athletes and when we train sales teams there's specific things that we look for and I just want to I was genuinely curious when you're training athletes how do you nurture high performance because it my I've never done sport just to tell you I was a kid that skipped pee in school I've only got fit after so my role models were from outside of sport and you're very like much sport driven Traits of High Performers: Resilience, Focus, Relentlessness so I just want to understand what high performance is in sport for me as there's three key traits that Define high performance from the athlete centered model but also for people in the boardroom we have a business that works with seite Executives that takes the principles of Pro Sport and brings them into the border and I'm sure we'll touch on that a little bit later but those three traits are resilience single-minded focus and being relentless I'll start with resilience as we know in business in life in general it's never a linear path there's always setbacks and humps in the road but fundamentally success or failure is determined of how you can overcome that hump or whether you crumble at any sign of adversity so resilience is key single-minded Focus Jimmy IV talks about this on the def ones on Netflix where they sold Beats to Apple for $3 billion whatever it was and he says be like a racehorse forget what's going on left to right the reason racehorses where blinkers so they don't miss a step you've got to be relentless and single-minded towards that goal and the final one was being relentless is I'm guilted to guilty of this in business with all these opportunities presented themselves it's sometimes quite distracting and moves you away from your longer term Mission and sometimes you have to say no you have to be relentless on what you're trying to do and the mission of what you're trying why you're trying to do it and it goes back to your first point of values and values and vision Drive every decision when you know that you can then best navigate towards whatever the goal is Success looks like for you yeah and you only know if you're focused if you can say no to Big opportunities yeah and you probably get opportunities on socials or through business but you have to say no so are you saying no to Opportunities right now to focus on something yeah without a shadow of a doubt opportunity you know I'm blessed they do present themselves because I've been super consistent over the past however long and I do have to say no to a lot of those I will always try and help people always try and give people the time of day but if there's business opportunities that are misaligned towards my longer term vision and it's just solely monetary driven I don't touch that and you know people can certainly attest to that I've only ever worked with one brand in the whole time of 18 years been a practitioner as something that I believed in to bring that brand to uh the masses so to speak and we did that it was a brand called Kaiser which was pneumatic resistance in the gym which was solely really for the older population working on psychop and things and then they wanted to move it more towards the athlete centered model uh and more kind of Rehabilitation and we we felt we did that so there was an alignment there of what their Vision was but other than that you know if it's a misalignment I just don't is this the same kaer who do bikes spin bikes yeah exactly yeah I've got kaer bike I was actually on it yesterday in my in my living room okay so what what was it with Kaiser what just what they wanted to do and how I felt I could assist with giving them the exposure to do so so it was something that I believed in firstly and this is where it comes back to you see so many people certainly in the fitness space as well selling hair products and you know so if there's any hair companies out there give me a shout now I'm joking but selling hair products and it's like it's a complete misalignment to why you're doing it you've solely doing that to chase money or you've got someone in Fitness who's worked with five different supplement companies Over The Last 5 Years evidently again it's not because you believe in the companies because you're trying to line your pockets and I do believe everyone's got to put food in the table I understand that but I think we need to be a little bit more tactile and uh have a bit more Integrity around some of these uh conversations and decisions that people make and those three things that you mentioned the resilience are those like your core Applying Athlete Principles to Business Leaders principles they're principles that I see and traits I see in high performers so from the athlete world without doubt but I also see them in the boardroom with CEOs uh again from an athlete centered model the resilience element is let's say for example one of my boxers loses a fight How do they react to that moment that wasn't the original plan it happens in sport at the highest level so how do you react to that moment do you then say I'm going to be really reflective and I'm going to go back to the win or learn principle by John kaver you either win or you learn from that if you don't learn from the only way you lose is if you don't learn from it and you don't apply some methods to actually then get back to where you need to go so that's really key with the athletes but s similar Concept in the world of business you know we know again it's not a linear path a contract that you might have put out didn't go ahead and then you've got to be reflective on that moment to make sure that when something presents itself to you again you then can get that signed on the dotted line type thing so there's so many parallels and Synergy between Pro Sport and the boardroom that's amazing you know if um because I want people who are listening or watching this to get genuine value and how would you if you were coaching me for example and like my business goals are we want to get to 10 million Revenue that's our current goal that's what we're working towards how would you train someone like me who's got a long routine different to an athlete how would you approach it I just want to understand because I've worked with Fitness cultures I've worked with a trainer at the moment but I've never worked with someone on an elite level so what's the difference so like anything we set the outcome and then we reverse engineer the process and put the steps in play so say the goal is 10 million rev you reverse engineer and identify the klear markers that will get us to that specific goal so we talk about outcome and process and performance orientated goals so the outcome is the 10 million Revenue becoming a world champion or winning the Champions League whatever that outcome is but we then don't focus on the outcome again we set it because we've got to know where we're going but we then focus on daily actions and habits that bring us closer to that goal so then it might look like a short midterm goal and then you might look at a 30-day accelerator strategy of what does success look like over the next 30 days so with the goal setting process we find this in performance with certainly New Year's resolutions people try and do 30 things at once become very overwhelmed and fall off track and go back to bad habits whereas that individual if they'd have done one or two things built a bit of momentum been consistent with those things started shifting and shaping their identity to someone who sets a goal achieves a goal and then they're working towards a longer term Vision you then give them another two things they keep stacking these winds on top of each other so now they have proof of concept and in that time they're starting to shift their identity from someone who maybe fails all the time starts something and never succeeds to someone who actually now is getting closer towards the longer term goal so so going back to you Setting and Achieving Business Goals specifically we then set daily actions daily non-negotiables which I know you're very aware of we had a great chat coming in here is what does a over the course of a day can we do these five things and you can select those five things that are again aligned with high performance they could be as simple though an arbitrary number 10,000 steps a day adhering to the neat principle non exercise activity thermogenesis they could be drinking 3 lers of water a day they could be having an electrolyte tablet in summer they could be hitting 2.2 G per kilo of body weight of protein so all of these things are linked towards the longer term vision and then you say well how does that link in with 10 million Revenue a year well I know that if you're under fueled you're you're not sleeping properly you're not getting adequate protein or your nutrition intake is very poor is Usman going to walk into the boardroom and bring his best self we know the answer so then you can really break it down into clear tasks on a daily basis that get you closer to the longer term goal the analogy I think of here is when is build building a wall the goal is to build the wall but you don't ever then focus on building the wall you simply lay brick by Brick by Brick and before you know you've got closer to the outcome so that's what I do I would of course have Financial orientated targets along the way to go from I know you're not a zero but 0 to 10 million you have to have clear Tas along the way but I think it comes back to as I would with Elite level athletes daily actions incredible sometimes the word high performance obviously for you it's your daily but not that it seems intimidating for me but I feel as though I'm so far away from hyper performance because I feel like because I feel I'm I am self-aware and I know what good performance is but high performance is something a level ahead so if if it seems so far away and it seems intimidating almost and especially for an athlete it would seem more okay but then for a CEO it would seem far away so how do you bridge that gap of like it's not intimidating great question and I I think let's reframe the word and there's maybe a negative connotation by some as you've alluded to to the word high performance and they can get quite overwhelmed they think it's so unattainable I just won't do it fundamentally just start is the goal and the James Clear Tomic habits from sve bford is 1% better every day yields a 37 Higher Performance: Making Daily Improvements time improvement over the course of calendar year and we know that years these days seem to go like that so that's a profound change where you can literally shift one's way of doing things by simple daily tasks and actions done consistently over the course of 365 days so I think the reframe would be instead of high performance just call it higher performance a higher performance for you contextual to your own situation and again it goes back to New Year's resolutions you don't need to do 2030 things if you know where you're going you know what the longer term vision is reverse engineer and just focus on two or three daily actions that get you closer to that because in 30 days time you could have made some real inroads towards the longer term goal and then you can reflect and this is another key reflect review and plan is something that we do with our online coaching business you can reflect on the past 30 days see what you did well see what you have the potential to improve on reset recalibrate and set new goals for the next 30 days before you know you're three or 4 months in the wheels are really starting to turn and you've closed the Gap to get closer to that longer term goal so I think let's not get overwhelmed by the words high performance because they don't need to be reserved to professional sport for high performance you don't need to be crossing the white line at 3:00 on a Saturday in front of 50,000 people at Premier League footballer or at 10:30 in the evening on a prime time TV you know a boxer going into the ring for that first Bell high performance is us coming in here today and having a chat on a podcast high performance is contextual to the individual and what we do we put a simplistic framework for how that individual can bring their best self on each and every day and each and every moment that's incredible and you know if um so if I'm a CEO and I'm listening to this I'm thinking like I'm overweight and I'm I've not been active for a long time and then you're also training athletes it's such um when you're going about to coach these people people training someone who's a CEO they've got boardroom meetings a lot of stress is that stress the same as someone who's got a high performance or need to be performing a pitch like I just want to understand because you deal with both type of people and you're successful with both types of people and I wouldn't know because I like I used to train people like in my early 20s and I'm thinking how would I train an athlete and his stresses when a boardroom stresses seem so different it's obviously not to you so how do you connect their stresses what's the similarity yeah stress is contextual to the individual and an athlete would not have any idea of the stress is involved with a CEO in a boardroom trying to close a deal equally the CEO would not know the stresses of going into a fight against another human and that first Bell in front of 50,000 people but stress and and a reframe here is stress goes into the same bucket whether that's relationship stress family stress business stress performance stress training stress it all goes into the bucket you have to have an awareness piece of the stress bucket but the stress bucket is contextual to you and your situation so you don't know what you don't know an athlete has mechanisms of how to deal with and combat high levels of heightened stress in certain moments acutely I the build up to a big game the build up to a fight we've just had the Euro final you know imagine the stress is involved but they have mechanisms of how to combat that stress and change their autonomic State whether that's breathing drills to change their physiology and and control that or whether it's gratitude journaling each day at the end of each day writing Managing Stress: Lessons from Athletes and CEOs things down to take it out of their brain because at times an have this as well we feel like a volcano and it just builds and builds and builds and eventually it erupts contextual to an athlete that might be an injury a soft tissue injury because they're playing in this kind of strained position if you like they're not in flow for a CEO that might be not dealing with a situation a conversation a bordom the right way and then reflecting in that moment say I should have H handled that better and then it goes back Usman to our four pillars at perform 365 my business are training nutrition recovery and mindset and fitness and high performance is is often over complicated as you've alluded to if we can nail those four fundamental pillars then we're going to get closer to our goals again we of course break that down and peel the onion back further of what they look like for the individual but stress and going back to your point is we all have mechanisms of how to deal with it but it really does go back to those four pillars because if you're only sleeping for 4 hours a night your stress levels are going to go up if you're fueling sub optimate your stress levels are going to go up you see where we're going here if your training load management is just no idea training load management you're constantly in the red all the time foot on the gas your stress is going to go up and that volcano is then going to erupt so this is where we break things down and look at Daily actions and habits we have a simple though effective method of how to combat and best mitigate high levels of stress and we all get high levels of stress just to be clear what an answer amazing do you know when I looked at your socials before we even met I came across social media I think I followed you and um looking at your socials you train hard you show yourself training Outdoors you show yourself training um in as an athlete and then at the same time because I don't know if you even noticed that you do this I think you do because obviously you seem very self-aware you're also traveling running a business so unintentionally or intentionally your content comes across as I train like an athlete and run my business like a CEO and you're actually doing two things at once this is why I think it's so authentic what you do because you're appealing to both sides of people and recently you've just moved to Dubai and I'm just trying to understand how does someone constantly move move around so much because I've traveled a lot and I know every time I sat in a different place I was struggling with Focus so how do you run the business that you do whilst training like an athlete whilst doing all of this stuff because you're representing high performance because you live it and breathe it whilst delivering it to others yeah thank you isman great question and um thank you for bringing that up it's not fake is not force it is authentic and that's why it's easy for me because it is my life it's not just you go to social media and see this individual then you meet them in person like wow that's a completely different person what you see is what you get so for me that is my true authentic self so it's easy for me to bring that individual to whatever conversation that I have uh it goes back to again a simple method the method and system that we've developed over 18 years now whether it be for CEOs or Elite level athletes is a method that I've refined and applied on a daily basis myself so I do try and bring my best self to every conversation I try and Elevate and Empower every individual that I speak to if I can and if I can't you know I'll always try and learn and be a sponge and absorb and be in rooms that allow me to elevate I certainly going back to Carol do X research have a growth mindset and you've just given me a book there as we walked in which I'm really excited to look look at on the train home and uh we're constantly trying to evolve and get better it goes back to the Japanese philosophical word of Kaizen continuous Improvement this there is no Finishing Line it's an infinite game we know that we just got to keep trying to get better and I suppose from my end is how do I show up from the C side how do I show up for an athlete side and train like an athlete it's just I believe that they are truly very very important things that a a huge Lynch pin and the glue that holds everything together in my life to allow me to be a high performer and bring my best self to every conversation and because of that that's why I deliver in that way something that I do do because travel has been you know quite frequent I've like you said recently moved to Dubai though I feel like I haven't even been in Dubai I was there for 6 weeks and then been traveling again for the last 8 weeks so we're in Riad with one of my boxers I was in provance recently and I've just spent 5 weeks in Portugal uh just on a training campus in football which was incredible so I was there for 3 weeks with them but I actually extended my stay for another two weeks because I realized that the environment was conducive to me being a high performer I Maintaining High Performance While Traveling live a very simplistic life it had a gym it had some nice people had a lovely coffee shop and I'd literally just rinse and repeat that cycle each day cook for myself and made sure I had just a small house there so I could control my nutrition because again the nutrition is so important to me and because I felt like I was a high performer in that environment I stayed there for longer so I think it goes back to identifying what is important to you identifying what allows you and enables you to bring your best self and another thing that I do every time I travel the first thing I do I do a big shop from a supermarket I get my supplements I get my protein and creatine in and I just set the tone early on I don't leave anything to chance and if I'd like to eat out at a restaurant I eat out at a restaurant there's nothing restrictive in anything I do but I do Place high value on all of those four pillars that I mentioned previously incredible and you know you mentioned the infinite game and someone recently asked me man do you not get burnt out and I said I actually answered it in two ways I said to them the Buddhist definition of burnout is when the end isn't Insight so if there's no end goal that's when someone would get burnt out so that's one way of thinking about it and the other way of thinking about it is the infinite game because if I truly enjoy sitting on my desk if I truly enjoy just working how can I just not keep winning CU I've just started doing YouTube which we were talking about I enjoy making the videos I enjoy scripting I enjoy doing them which is the infinite game so what's the infinite game that you're playing yeah great question and honestly I need to recalibrate my goals I had one of my mentees actually asked me that the other day and I'm constantly talking to them about the goal setting process and putting the systems in place and he actually gave me one back and challenged me and I he kind of backed me into a corner a little bit I thought okay I need to spend a little bit of time on that so whether I do that when I'm in London or when I'm back in Dubai I'll uh recalibrate because a couple of huge curve po opportunities to presented themselves to me over the last couple of weeks uh which I can't disclose too much from an NDA point of view so I'm going to sit down and identify what success looks like not just over the next 12 months but over the next 3 to 5 years with potential exit opportunities on these businesses so I don't have a definitive answer on what that looks like for me at this stage I do know what success looks like with the existing business models but uh because I've again in business been presented opportunities and these ones are worth the conversation um I'll get back to you on that one maybe there's a second episode for us I think there's a real maturity in thing I don't know because you can come up with an answer or you can say I'm working it out and there's maturity in that and maybe I can probe your brain after to ignite something for you definitely and also just on that I appreciate that because I am talking high performance all the time but I do not have all the answers here it's a constant Evolution with me as well I'm constantly refining uh subtracting in some ways adding in other ways so uh I think as well maybe for the listeners please don't think that we've got it sused we've got it cracked we've just got methods we work with of people on a global level at the highest level that actually work but we're constantly refining it and learning ourselves as we go it's high performance of the humility it's got humility within the high performance and um you have a method that you train toos which you were touching on I just want to understand what is this method yeah absolutely so we have a a system a high performance system I'll give you a broad overview I'll try and condense this into a couple of minutes and our us pman is that we have a world-class team and that's not me saying it with clever marketing I've worked with over 30 champions as previously mentioned our our nutritionist is Dr James Moran PhD he's the head of nutrition with England rugby he's just got back from a tour in Japan in New Zealand a very very well sorta practitioner we have another doctor Dr The Perform 365 System: Data-Driven Approach to Health and Performance paa who's our blood work analysis and muscle sceletal specialist we have another nutritionist Tom Shaw who's the head of nutrition with Sparta Prague we have Josh Richardson the head uh head of strength editioning with Kent County Cricket so they all work in Pro Sport at the highest level where margins are so small so we use those systems with my performance 3 5 system and bring them to these high performing CEOs and everyday athletes so um we use objectivity and data on the front end to inform our decision-making process so early on we'll go through an initial call we'll go through the initial onboarding questionnaire which is quite extensive uh they have a DEX scan we have Partners Nationwide primarily in London but Nationwide now uh they have a Dexter scan which is the gold standard body composition test looking at bone mineral density lean tissue plus many other metrics that's then analyzed by Dr James Moran he sends a loom recording to the client with very in-depth findings we then analyze that report and factor that into the programming so just yesterday we had a female client sign up um big in the property space older slightly older population as well um she had Lim to Lim a symmetries so that's now factored into our programming to do more single leg bias work uh she was lacking in calcium and vitamin D3 from a supplementation point of view so then we can advise on supplements and dietary intake on the basis of the dexa same thing with the Bloods we can look at testosterone plus many other biomarkers and then our doctor analyzes them and provides feedback so it's really objective Le at the end of each month you know I use whoop we analyze the whoop reports to see any Trends if clients have been traveling if they' consumed alcohol how that can impact the data and hopefully this doesn't sound overwhelming because again it's it's individualized for each individual we had a guy uh you know I won't say who but he's had a nine figure exit um to a company over in the states and he was burnt out he was foot on the gas all the time going through a 2-year exit he finally got his exit and now he's completely shifted his Focus towards health it's been so rewarding he's bought a new house with some of the money and uh he's also built a gym in the house he's got peleton he's got everything he's completely shifted his identity where the hierarchy of what is important has changed and he's realized that Health needs to be at the top of that so we then build a bespoke plan with the equipment that he has available another client for example has just flown to he stayed at the one and only in Athens we find the menu before he goes we identify what food groups he can have he's doing something called a FODMAP diet which is a process of elimination diet cuz he's been getting some gut issues he also has a chef in device then we build a nutrition plan and his Chef then applies that so our whole motto is going above and beyond it really is health and performance concierge we don't believe anyone on the planet is doing what we're doing and um you know we can only work with a select number of individuals because of that I don't think there is a lot of people doing what you're doing because although it's down to the individual to train you're doing so much heavy lifting for example the wo band um it just takes them putting the W band on and sending the results but there's so much data the Dexter scan it just takes them turning up they're getting so much data so you've designed it in a way where it's so intense but there's they just have to turn up there's minimal friction spot on and this is been a process you know it's been a process of evolution here is we've identified our IC as much as I say they they're seite exact we do work with other individuals who are looking to optimize their health and performance because we know a 5 10% Improvement in that can have a profound impact on their life but we also know that they don't have a lot of time so we've removed all friction from that and we get so much information on the front end with minimal touch point points with them then we do the rest and all they have to do is show up yeah and I'm I'm currently looking for the perfect daily habits I've just started like taking vitamins after doing a genetic test and for the first time today I had salt in the morning I've never had this before I've never taken salt it was disgusting but I someone told me it's going to be good really good for me so what habits do I Addressing Common Limiting Beliefs for CEOs need to have or that you have that I can actually steal from you that would make me in like start to move me W the right direction I think with you specifically as you're in a great place we had a great chat on the way in here that you've got a pretty decent routine I think um it' be hard for me to you know give you definitives at this stage I think I'll go more General than specific if that's okay but generally speaking you know if people are only having a liter of water a day if people don't have electrolytes so you just said there why you're having salt is probably because you maybe want to increase your sodium intake in your diet Salt is know known in the past because of the meter that it's bad salt is not bad it's it's a key key mineral that the body needs for optimal function um you know if you're cramping in any way then probably increase your sodium but having an electrolyte tablet potassium magnesium sodium and calcium can take care of that I've had two two of those today had a 50-minute run sweating a little bit more than normal so I made sure I put that back in and that will then help cognitive function you know decision- making plus many other benefits so I think starting simple like just look at the basics of okay what can these five things be on a daily basis and they might be step count as we alluded to they might be water intake they might be if you do get some objectivity from blood work or an intolerance test to say my body doesn't respond well with that then you know maybe I'm going to take that out and then add this food in so um we follow a very bespoke approach which is why we you know we don't do guess work on the front end it's all led by data um but just start very simple and again protein's a big one as well actually because the World Health Organization recommended intake of protein per day is 0.8 G per kilo of body weight which we know is ludicrously low so for 100 kilo male that would only mean 80 g of protein per day and I could probably say you're having around 200 g of protein a day thereabouts right um for elite athletes some may even say they go up to 2.6 gr per kilo of body weight so we recommend on the guidance of Dr James Moran 1.6 to 2.2 gam per kilo of body weight which is considerably different to the World Health Organization and then you might say why protein why are you hammering that down well a lot of our athletes well sorry clients are you know everyone's getting older but are getting older and we know that um you know hormonal balance can change we know that you can go into more kind of catabolic State and you start eating away at the tissue if you don't properly strength Trin or get adequate protein and and adequate dietary intake so we know that increasing protein intake can Aid satiety the feeling of fullness for longer but also Aid muscle protein synthesis the Regeneration of tissue if they're putting their body underload in the gym and they're creating these kind of microt traumas and tears you'd be doing yourself a disservice if you only getting 0.8 gram per kilo body weight of protein and 10 years ago when you spoke to people about nutrition people weren't self-aware of macros people don't really look at calories are same and now a lot of people are more aware so in your flywheel if you're coaching someone what's like is there an order mental cognition vitamins hormones diet training how does this all fit what do I look at first is it because for me I've been looking at mental cognition so what should I be looking at first great question and it's very important to not overwhelm someone irrespec of them being a seet executive and you know having a good self-awareness when they join your program so we have a very clear 30 initial 30-day road map we don't want to give them 20 things to do as we've spoken about previously we'll give them a few things we get the wheels in motion then we'll add to that so early on we you know we do the Dexter scan we do the blood work and then We'll advise on that but the main focus that we have with our four pillars is goal settings that's kind of falls under our mindset pillar getting super clear with the goals because they've got to know where they're going they've got to know what success looks like otherwise they're just going to go around in circles and tread water and then also to understand the training piece then we don't really talk too much on nutrition until they've got their Dexter scan done and then we add that in after 10 to 14 days on our plan so from0 to 14 days it really is focused around mindset pillar and training pillar so getting crystal clear with the goals and what success looks like and getting crystal clear with how the training program functions and how they can factor that into their day-to-day that breaks what I think you would do because what obviously I'm I'm not as knowledgeable as you in that area but I would think that the first thing that you're going to do is nutrition but it's not you would cover everything else first so is does you get do you find people are coming in thinking when's my diet changing or yeah they do actually yeah we have to be very clear with how we articulate that on the front end that's actually a really good point um we make sure that we say again look our programs led by data so until we have the Dexter scan done we'd be plucking numbers out of the air of course with our extensive experience we do you know I could pretty much say based on your goals where you should be at from a caloric intake a macronutrient point of view but because we double down on the data side we'd be doing us a disservice if we said oh we're just going to pluck numbers out of the air so um they do say that and sometimes we do give them a framework for the first 21 days if they can't get a deas scan done in that period but generally speaking you know we we want people to have that done in the first 10 to 14 days so then we get Crystal Clear of what that looks like so good and I'm thinking of the limiting beliefs that my CEO friends would have and they would have the limiting belief of well I've got all these meetings I need to go to restaurants and I have to eat out like I don't know how to say no to these meetings because they're important client meetings and then I've also got time with the kids I need to spend and make sure that I'm meeting correctly with them and they might want ice cream and I want ice cream how does this all fit together if I'm a CEO and I'm supposed cuz I have a client dinner this week how am I meant to do I send you the menu what do I do some do yeah we've got our top tier Executive coaching program um others won't need to send the menu but this is where we remove all overwhelm and identify what success looks like for them we make this very easy this is not eating chicken and broccoli every day we have a real in-depth insight into some seriously High performing CEOs some people on our program for concerts Casper Bass the founder of Joe and the juice a huge Global organization Jake Brock hasby the owner of w hydrate plus many other top top CEOs so we've had these problems and we found solutions for all of these problems uh someone like a jake does have a chef so we build a plan and the chef can get on with that so he has zero thought process going into anything all he has to do is feedback to us if any foods didn't really respond that well with him and then we'll manipulate into twet the plan but this is where communication comes in so we have private WhatsApp groups for our top tier clients with myself the nutritionist and the client and sometimes their executive assistant so they can you know put everything together for them in in a way that's needed so they're literally removed from the process all they have to say is Dan I'm going to gouto Educational Approach to Coaching tomorrow evening um this is what I'm thinking of having what do you think and I say well look great choice but instead of having that for the starter I'd actually advise this because of X and Y perfect done so yeah that's really the uh the level that we go through but also there's an educational piece we actually educate our clients we have a 12-month curriculum with very short sharp concise videos they can watch it in a taxi on the way to the gym around all of our pillars and around performance in general because we believe not literally though we believe we want to be made redundant in due course and they have all of the tools to go on and do it themselves of course with high performing CEOs they want to minimize any thought process going into it so that's why the accountability is so important so it's not just training them it's actually educ ating them 100% we've we've got a guy he's just renewed for another 6 months I won't say who he's got huge business deals on the horizon and I educate him on psychology and mindset of Leaning into the CEO the international CEO he wishes to become and that's fundamental incredible and what limiting beliefs have you seen from people that they have to overcome first I think look myself included we all have limiting beliefs imp poster syndrome and uh for me to quieten the Imposter syndrome you have to have proof of concept and proof of work that you're doing the work so reading books having powerful conversations putting yourselves in rooms that allow you to grow are great ways to quieten the Imposter syndrome uh some of the limiting beliefs are along the lines of you've alluded to a few there oh but I've got a family I've got this busy work dinner I can't eat out if I'm going to achieve these goals you absolutely can you could eat out every night if you wanted to eat out every night and still get great results as long as you're following the plan as long as you're doing your daily actions and habits and as long as you're communicating properly as to where you're going and what you're eating you can absolutely eat that uh you know eat that and get great results so I think the limiting beliefs that we tend to see are that I don't have enough time I can't heat out I've got a young family which kind of Linked In with I don't have enough time all of these are just problems that they they've put out there that we've got solutions for can we cover those can we cover them in a bit more detail yeah please so the limiting belief is like I've got a family yeah how do you break that limiting belief so I've got a family would be interl with I don't have enough time okay so casing point a number of our clients we build Home Gyms for them okay well let's get a peleton bike can you do 40 minutes each morning before your kids and family are up can we factor that into your schedule yeah of course I can brilliant okay can we get a barbell with a land mine attachment because we'll build a bespoke program that solely centered around that small amount of equipment to drive physiological change because there's enough load there and we can then do you know put the program together on the basis of what you've got can you do that for 40 minutes morning of course I can okay well there's the training piece taken care of because we have to remove all friction if it takes you 20 minutes to get to the gym 5 minutes in the Chang room you're having a chat with someone Future Plans and Upcoming Projects now because they've they've calling you by the lockers then you get into the gym you've now only got 20 minutes to train well that's not setting them up for Success setting them up for Success might be invest in two kettle bells will do the rest all you got to do is show up three times a week so it doesn't need to be long or Ru us or you know 2hour workouts we build systems around high performance for the individual of what they can commit to so this is where front end workers is really important we clearly identify what success looks like for them and then we start building the road mapap on what their commitment can be that leads to success because there's no point me putting a plan in place that involves six sessions a week for 75 minutes per session and it takes them 15 minutes to get to the gym I'm setting them up for failure I'm doing them a disservice whereas if their goals are and we only take people on for 6 or 12 months because we promote long-term sustainable change this isn't a quick fix so if their goals are they want something in 3 months we say well maybe the time Horizon needs to extend because your commitment is only going to be three days a week but you understand that and we educate them on that so um yeah that that would be it we find a problem for any real uh sorry we find a solution for any real problem well that's that limiting we leave shattered and uh we've got so I think of one that I've heard recently from somebody else which is I'm a CEO and I've I'm actually exiting my compy all my company's going public I've never been so busy I'll do it later because this person it's not a sales thing he's genuinely busy so should he start later how how can because he's stressed the stress is the highest has ever been so on that stress is the highest has ever been visual representation is the volcano is starting to build and it's going to erupt he's now in a very high pressure with high stake situation of potentially exiting a company if he makes the wrong decision because cognitively he's not making the right decisions because he's not sleeping well he's not fueling correctly and he's not training properly three things that he places great value on then that's the difference between him getting the deal closing the deal and not so then we've got to recalibrate look through a slightly different lens and say right what can we do 30 minutes a day let's do X and Y that get us close to that goal and this is where it goes don't be a busy fool and I'm not saying the individual you said there is but you know generally speaking we will say we're busy and I say this to my mentees don't be a busy Fool by acting like you're busy let's just set your day up to be a high performer so this is where we can look at their daily actions and tasks you can use things like motion or many other apps out there that can allow you to do deep work as Cal Newport talks about and not just go around in circles so it might just be instead of having one meeting there then you've got 30 minutes then you've got another meeting let's bring them two together let's look at the week overall so every Wednesday I do my calls for my Elite business that's only ever on a Wednesday that's a solely focused day on Elite every Monday and Friday I'll do calls for my perform 365 business start and end of the week every Tuesday Thursday as we are shooting this on a Thursday I do podcasts I do meetings I do things that are going to drive the business forwards so that's me setting my day up to be a high performer so I think with that individual yes they're in a highly stress situation a high pressure Stakes but we can analyze what their day-to-day looks like over the course of a week and I'm sure we could find Pockets that would allow them to train because they place value on the training nutrition and Recovery element incredible and now you're obviously you've just come back to the UK and it's a flying visit so what's next what's happening in the future you're going back to Dubai you got more athletes doing any other like championship fights or anything yeah I have a rough idea of what it looks like it's still a little bit up in the air I've got a really good day tomorrow I'm seeing Jamie Chadwick she became the first female racing car driver to win a race in 15 years uh she's been absolutely brilliant um over in America the physical dominance that she's or physical progression I should say that she's seen over the past training her remotely I'm seeing her in person in bxr in Marone but we had an extensive offseason block but yes I train her remotely um so we have a high performance team that worked with her but she's been brilliant she was um you know physically she'll admit this and has said this so I'll say it wasn't in the position to really dominate in the car but because of the work that she's put in and she's absolutely brilliant you know there's any marginal gain she wants to to find it she's now she had um she had P3 the other day and finished seventh but a few weeks ago she got P1 a Podium and she won the race which is absolutely incredible she just wouldn't have been able to do that before but because she's she's found a performance Gap so we talk about performance Gap she's found a gap in performance and she's doubled down on it she's worked on it and now she's getting the the results so I'm seeing Jamie tomorrow um you know we may do a little bit either in London or Monte Carlo TBC on that uh I have a few really important meetings about some new proposals that have just presented themselves to me and then the plan is or was to go back to Dubai in about 7 Days time for a week and then potentially go to Barley for a couple of weeks to do some Focus work and then I'm actually starting as man uh a high performance camp in Dubai uh on September the 8 for eight High performing CEOs where they're actually coached by me in person which I haven't done for years I've only ever coached professional athletes the the last normal person I coach was Guy Richie pre-co so I'm quite excited for that um we're going through the sign up process now it's going to be a training camp for 90 days for guys CEOs who are looking to truly optimize their health and performance they train with me on a Monday and a Friday there's two slots open so three people three or four people per slot on a Wednesday they'll be doing a boxing class at my friend's boxing gym in Dubai solely for them uh they'll have a physio sorry a chiropractor appointment on the front end they'll do all their bloods all their Dex are scans and then we'll analyze their results and every Sunday we'll go for a run on kite Beach so in essence they can have yeah it's it's going to be intense but you know it's for people who are looking to truly make that change yeah and talk about high performance you move into the new city and you find all the resources you need for your people instantly yeah it's incredible oh thank you okay well I'm really excited to see your next steps and your next moves I've been a big fan of your socials anyway but it's been really good to spend time with you thank you for coming down likewise no great chat thanks isman and keep up the great work yourself thank you thank you