More is better. Until it isn't.

He came in to tell me about his grandson.

The stories we tell ourselves

and why we're the only one who believes them.

We don't offer world-class coaching

I wrote that headline in 2020. It's 2026 and I'm still explaining it.

The need to win

It was never really about the argument.

The hiring mistake every small gym makes

(and why you're probably making it with clients too).

The night I slept on the floor of my own gym

It took losing everything twice to finally ask for help

The real reason your clients stop coming

...it has nothing to do with their motivation

The stick and what it's really about

...I spent years being frightened of being too kind

The conversation you can't hear

...it's happening on every single rep

The hole you're digging with your phone

The Vacuum Cleaner

...or why the win you're chasing doesn't matter

Information Vs Self-Knowledge