Brian here. 👋

32 DAYS.

👆 Apparently, that’s how long it takes for the average American to GIVE UP on their New Year’s Resolutions—and, in many ways, to give up on themselves/making that year amazing. 😕

To which I say…


32 days into 2023 is February 1st.

THAT is when Heroic Mastery began. Literally.

We launched BOTH Heroic Mastery 2023 (/Class I!!!) AND Heroic Coach Class XIV on February 1st.

It’s simply not possible for me to be any more ALL IN on helping you move from Theory to Practice to MASTERY Together all day, every day in 2023.

If you’re feeling it (and are willing to put in the work!), I GUARANTEE YOU (goosebumps) that we will FUNDAMENTALLY and PERMANENTLY change your life—whether that means finally conquering the demons of absolute despair so you can finally (!) truly answering the call to your Heroic quest or it means going to the next-next-next-level of your next Heroic quests.

I KNOW we can help you make your best BETTER and I’m fiercely committed to doing everything in my power to help YOU do exactly that.



Helping YOU (!!!) show up and give us what you’ve got is the ONLY (!) way we’re going to change the world together, one person at a time, starting with you and me and us TODAY.

Here's a little video capturing the power of what's possible by moving from Theory to Practice to Mastery, Together, TODAY (!):


Here’s the super-short story on Heroic Mastery + Heroic Coach.

Heroic Mastery 2023 (Class I!)

Heroic Mastery features THREE things (in addition to getting all the standard Heroic Premium stuff like the PhilosophersNotes and 101s, etc.).

Here’s the super quick take:

  1. Mastery LIVE Coaching with Me @ 1:01. Imagine me coaching YOU and other Masters at 1:01pm CT EVERY.SINGLE.DAY. For one simple reason: To get YOUR Soul Force to 101 TODAY. (Yes. EVERY SINGLE DAY I will coach YOU and the rest of our Heroic Master crew. Goosebumps. #ALLIN TODAY IS THE DAY to move from Theory to Practice to MASTERY, Hero!!)

  2. The Mastery Series. This is our guided program that has been scientifically shown to SIGNIFICANTLY change lives. (Note: Sonja Lyubomirsky said that if she didn’t do the research herself she would have thought the data was fake it was THAT positive!!)

  3. Heroic Chats with Masters. Join me and one of my absolute favorite friends/mentors/authors each week to learn how THEY went from Theory to Practice to Mastery so YOU can do the same. First 11 include: Phil Stutz, John Mackey, Tal Ben-Shahar, Cal Newport, Steve Chandler, Gretchen Rubin, Gabriele Oettingen, Pilar Gerasimo, Mark Divine, Steven Pressfield, and William Damon.

That’s Heroic Mastery.

It began on February 1st.

You can join our inaugural class for $999/yr.

Note: If that isn’t THE best investment you’ve EVER made in yourself, we’ll refund your money. Period.


If you want to Master YOURSELF so you can help OTHERS Master themselves, then you might want to consider joining…

Heroic Coach Class XIV

As a Heroic Coach - Class XIV participant, you will be joining 10,000+ people from 115+ countries who have signed up for Heroic Coach since we launched it four years ago.

(The quantitative data we discussed above shows our program changes lives. See the qualitative data on what people say here.)

As part of Heroic Coach XIV, you will get Heroic Premium AND Heroic Mastery AND you can get certified as a Heroic Performance Coach by actually doing all the things we encourage you to do.

You will also get a bunch of other stuff including Heroic Coach Guest Faculty sessions with over 75 world-class teachers and Heroic Performance Coach empowerment tools to help you build/expand your coaching practice.

Heroic Coach is $1,999.

At the risk of being immodest, we’ve been told many times that Heroic Coach is, in many ways, better than any other coaching program out there and that we should charge 3-5x for this.

Again: If you don’t think this is THE best investment you’ve EVER made in yourself, we’ll refund your money. Period.

BOTH Heroic Mastery 2023 AND Heroic Coach XIV began on February 1st.

I’d be honored to help you make this the greatest year of your life.


P.S. Speaking of ALL IN…

This morning as I was wrapping up this letter, Eleanor came into my office. She decided to raid our stash of temporary Heroic tattoos and adorn her body with them for nature school today. HAH!

Apparently I’m not the only one who’s ALL IN. 😂

That was the short story.

Here’s the longer story…

Heroic Mastery

Heroic Mastery begins February 1st at precisely 1:01pm Central Time.

Mastery is for anyone who has not only heard and answered the call to their Heroic adventure-quest, but is ALL IN.

And when I say they’re “ALL IN,” I don’t just mean that they’re super committed to moving from Theory to Practice to Mastery in general, but that they also believe Heroic in particular has something to offer them that can truly help them fundamentally and permanently change their lives while making a difference in the world.

THIS is the group I’m MOST (!!) fired up to serve because it’s the Heroic Masters (and our Heroic Coaches) who can become the force multipliers who can literally change the world.

If you’re ALL IN on yourself and Heroic, I want you to know that I’m ALL IN on doing EVERYTHING (!!!) (literally—EVERYTHING!!!) I possibly can (just got tears in my eyes typing that) to help YOU (!) show up as the best, most Heroic version of yourself to MAKE SURE you are empowered to truly make 2023 the greatest year of your life while FUNDAMENTALLY and PERMANENTLY changing your life in the process.


Again… because helping YOU show up as the best, most Heroic version is the only way we can change the world together.

To help you do that, we have our Heroic Mastery program.

As a Heroic Master, you’ll get three main things: The Heroic Mastery Series, Mastery Live at 1:01, and Heroic Chats with Masters.

Here’s the quick look…

Mastery LIVE @ 1:01

As you know if you’ve been following along, moving from Theory to Practice to Mastery is ALL about CONSISTENCY. (Consistency is the exponentializer, Hero!)

If you want to FUNDAMENTALLY and PERMANENTLY change your life while making 2023 THE GREATEST YEAR EVER (!), it’s surprisingly simple.

Show up.

Not someday.


ESPECIALLY (!), as I say incessantly, on those days when you don’t feel like it.

What happens when you do that?

Longer chat but…

Your highs get higher and your lows get higher. The stressful things that used to send you off the rails into your spiral of less-than-awesome behaviors become the trigger for you to double down on your protocol and TRULY forge the antifragile confidence you need to show up as your best and do what you’re here to do.


With my Wife’s approval (very important blessing to have!), I am going to show up at 1:01pm Central Time EVERY (!) SINGLE (!!) DAY (!!!) to help YOU show up as YOUR best self EVERY (!) SINGLE (!!) DAY (!!!).

The best way to get a sense of what Mastery Live @ 1:01s are like? Check out this full-length recording from the first session:


Here’s a view of my Masterpiece Day AM and PM Bookend WINs with the new 1:01 repeating daily. 🤓

(What’s YOUR Masterpiece Day template look like? I’ll help you get more clarity on that.)

Obviously you don’t need to show up on this private Heroic Mastery Zoom at 1:01pm CT every (or any!) day but I’ll be there to help you get your Soul Force score to 101 all day every day.

We’ll start each session at 1:01pm CT with a quick 3 minute meditation during which we will hit THREE Heroic Targets—one in Energy (1-Minute Meditation 🎯), one in Work (Connect to Someone You Serve 🎯← the fastest way to deepen your purpose!), and one in Love (Appreciate Someone or Something 🎯).

Heroic Target Swipe. 🎯
Heroic Target Swipe. 🎯
Heroic Target Swipe. 🎯

Boom. Done. Soul Force to 101.

Been having a hard time moving from Theory to Practice to Mastery and getting your Soul Force score to 101 in the Heroic app?


You won’t have that problem any more after our time together.


To be clear…

Getting your Soul Force score to 101 is how, in my opinion, we will MAKE SURE (!!!) you make 2023 THE GREATEST YEAR EVER while we fundamentally and permanently change your life.

I can assure you that it is REALLY hard to have a series of REALLY bad days when you execute your protocol like you mean it.

After we hit three Heroic Targets together in our 3-minute meditation, I’m planning to share whatever practical wisdom is most alive for me that day and then I’m planning to do 1-on-1 coaching with THREE of you every day.

Speed round coaching to quickly help you move from Theory to Practice to Mastery.

If all goes as planned, I’ll coach 1,000 people in 2023.

Note1: At the risk of being immodest with the intention of establishing a value point for this coaching without being a typical lame internet marketer (😂)… If I still did private 1-on-1 coaching, I probably wouldn’t charge the $750/30 minutes one friend of mine charges but it would be close...

Btw. I’ve been thinking about doing private 1-on-1 coaching again as we lean into some Heroic Coach Pro empowerment stuff and I’ve had a number of people ask me if I would work with them. If you’re interested in that, please let me/us know here. I MIGHT work with a VERY small group of people in 2023.

Back to the every.single.day (!) 1:01pm CT sessions…

After our quick Heroic Meditation and Big 3 Target Swipes to get our Soul Force to 101 and quick practical wisdom share and speed coaching x3…

We’re going to split you all up into groups of 5-7 people so you can connect with other Heroic Masters from around the world. A sort of dynamic, daily, Heroic Mastermind group. 🌎 🚀!!

We did this at our offline event and in our New Year’s Day celebration and people LOVED IT.


All of those Mastery at 1:01 sessions will, of course, be recorded so you can watch/listen whenever you want. We’ll also cut up each of the coaching sessions and tag them so you can find coaching sessions on topics that might be especially relevant for you.

Note2: I’ve been flirting with doing this “get your Soul Force to 101 with me at 1:01pm!” idea for quite a while now. I can still remember my session with Phil Stutz when I first had the idea. It was one of those visceral, goosebumps, I HAVE TO DO THIS (!) moments.


I’ll personally be there to Coach you every single day at 1:01pm to activate your Soul Force to 101 and help you move from Theory to Practice to Mastery so we can fundamentally and permanently change your life and make 2023 THE greatest year ever.

Plus, we’ll also be leveraging…

The Heroic Mastery Series

This is our guided program that has been scientifically shown to SIGNIFICANTLY change lives.

As I’ve shared before, Sonja Lyubomirsky and one of her top Ph.D. students did research on this program. She said, and I paraphrase, that if she hadn’t done the research herself, she would have thought the data was FAKE because the results were so positive.

And, as we’ve discussed and shared before, we’ve been blessed to receive qualitative data in the form of thousands of testimonials over the years. I have PERSONALLY (goosebumps) read THOUSANDS of notes and I’m deeply moved every.single.time.

Going through it with a cohort and a buddy is usually reserved for Coach participants. For our founding Heroic Masters, we’re going to match you up with a Heroic Buddy with whom you will go through the program and you’ll be able to start with our next Coach Class on FEBRUARY 1st—which will make the experience that much more powerful.


To recap…

I’ll personally be there to Coach you every single day at 1:01pm.

We’ll also bring you through the Mastery Series starting on February 1st.

But that’s not all! (Am I selling Ginsu knives? 😂)

I’m also fired up to have…

Heroic Chats with Masters

As part of Heroic Mastery, every week I’m going to invite one of my friends to join us for a Heroic Chat with Masters.

Imagine me chatting with some of my friends and favorite people like Phil Stutz (featured in Stutz), John Mackey (Co-Founder and former CEO of Whole Foods), and some of my favorite teachers like William Damon, Steven Pressfield, Tal Ben-Shahar, Steve Chandler, Mark Divine, Cal Newport, Gabriele Oettingen, Gretchen Rubin, Pilar Gerasimo, Susan Peirce Thompson, Nasha Winters, Mark Divine, Donald Robertson, Steven Kotler, Hal Elrod, Todd Herman, Tom Morris, Nir Eyal, Joe De Sena, and...

A total of 50+ masters in 2023.

I’m going to ask them to share HOW they moved from Theory to Practice to Mastery to more consistently show up as their best, most Heroic selves.

We’ll ask them to share THE all-time most impactful, life-changing theoretical distinctions they’ve made in Energy, Work, and Love AND how they put that Theory into PRACTICE in their lives.

We’ll also unpack how they create Masterpiece Days, what their AM and PM bookends look like, and stuff like that.


Of course, we’ll make sure we hear who their favorite heroes are and why and get a top book recommendation or three.

THAT, my dear Heroic friend, is how I am going ALL IN (!!!) (just got misty again!) (seriously) on helping YOU go ALL IN on making 2023 truly Heroic.

If you’d like to join us, we’d be honored.

Here’s the deal.

We’re always committed to doing our best to give the best to the most for the least.

You can join Heroic Mastery for only $149.99/month or $999.99/year.

Heroic Mastery includes the core premium stuff as well so you’ll also get access to all the +1s, PhilosophersNotes, 101 classes, Basic Training and Heroic Target Practice.

Note: Lifetime Heroic Premium members and Lifetime Coaches both get special discounts on Mastery. More on both of those (and how you can hook yourself up if you haven’t yet!) in the P.S. below.

I know that for some of you, “only” $999.99/year isn’t accurate. If you live in a country where the currency conversions make that nearly (or actually) impossible to afford, let us know here. And, if you are currently experiencing financial hardships that make that nearly (or actually) impossible to afford, let us know here as well.

Note1: We’ve given away way over $1 Million worth of scholarships over the years and we’re here to help if you need it as I never want money to get in the way.

And… We stopped being so upfront about that in part because some people were taking advantage of it. Laughing as I type this but I used to read every scholarship note we received and the “I just bought a new iPhone and can’t afford it!” And/or “I just paid $5K for another coaching program and…” aren’t great reasons to ask for support. Love you. 🤗

So please don’t hesitate to let us know if you are truly in need as we’re here to help. Otherwise, if you don’t think this will the absolute best money you invest in yourself in 2023, we understand and love you still. 😂 🤗

And to be clear: We absolutely, unequivocally GUARANTEE (!!) that this will be THE best investment you make in yourself in 2023. If we fall short of that standard, I apologize in advance and we will immediately refund you completely. 🙏


If you want to Master YOURSELF so you can help OTHERS Master themselves, then you might want to consider joining…

Heroic Coach — Class XIV

Heroic Coach is for anyone who wants to live their most Heroic lives by mastering themselves and the Heroic perspective while also EMPOWERING OTHERS to do the same.

As a Heroic Coach, you’ll get everything included in our Heroic Premium and Heroic Mastery plans, plus a bunch of additional stuff that’s just for Coaches.

Whether that means you’re a professional coach/therapist who is excited to integrate the wisdom gained from our program into your new or existing coaching practice, an HR executive leading high-performing teams, a parent looking to bring forth the best in your children, or just a big-hearted individual committed to creating a positive difference in your community, we’re committed to serving YOU and helping you go next-level in your Energy + Work + Love so that you can help others do the same in their lives.

We’ve been blessed to have elite level Coaches go through our program—from the people coaching world-champion athletes and teams across almost every professional sports domain, to the people in charge of training and/or leading elite military units, to the individuals tasked with developing human performance at global Fortune 500 companies.

We’re also blessed to receive feedback that, among all of the Coaching training and certification programs out there, ours is among the best. (And the most valuable.)

Here are just a few of the hundreds of testimonials we’ve received:


When we first launched Heroic Coach back in 2019, we sent out a little intake survey to ask people what they wanted to see in the program.

The #1 answer?


People wanted help being held accountable to actually BEING the version of themselves that they know they’re capable of being.


In addition to connecting you with a “Heroic Buddy” (Navy SEALS go through training with a “Swim Buddy” who helps hold them accountable — same idea!) with whom you can navigate the program, to earn your Heroic Performance Coach Certification, we’ll hold you to a set of standards to ensure you’re ACTUALLY doing the hard work to move from Theory to Practice to Mastery.

Eating. Moving. Breathing. Focusing. Celebrating. Prospering. All Practiced at a level of Mastery to help you connect with the best, most Heroic version of yourself… Every. Single. Day.

(And… We empower you to empower your clients to do the same.)

Fun fact: Our internal mantra for our Coach program is, “we empower people who empower people.”

On the practical side of things, Heroic Coach has the most built-in structure + support + accountability of any of our offerings.

We’ll do additional Coach-exclusive Live Coaching calls up to 10x each month in what we call a “Soul Force Forge”—some with me and other regular sessions with my wife (and Heroic Co-Founder!) Alexandra, and our Head Coach, Michael.

Plus, Michael and Alexandra have facilitated over 90+ private trainings with 70+ world-class Luminary Guest Faculty members (some of whom have come back for multiple sessions) to help our Coaches master particular subject areas and do some personal coaching with them.

In addition to joining and participating in those Live Coaching calls and private Guest Faculty trainings, Coaches can also access the 400+ hours of recorded and organized content from previous sessions.

Then, of course, there’s the more explicit “empowerment” side of things, which we’re excited to revamp and take next-level in 2023 and beyond.

That includes stuff like our Coach Training Series and new Coaching sales and delivery toolkits that will include keynote frames, step-by-step instructions, worksheets, and programming to deliver to clients and organizations over a series of sessions.

Longer term, we’re also excited to develop digital tools that will empower you to use the Heroic app to hold your clients accountable, share custom content, track and measure individual and group progress, etc. Plus other fun stuff like being celebrated and promoted as Certified Heroic Performance Coaches through badges on Heroic social, a Coaching directory, and more.

Note1: In order to be able to use all of those tools, we’re planning to require you to A) be an active (or Lifetime) Coach and B) have a Soul Force score of 101 in the Heroic app. 🤓

Our Heroic Performance Coach certification and empowerment package is $1,999.99/year.

If you are most committed to actualizing your Heroic potential so that you can serve heroically AND empower others to do the same, we would be honored to serve you at the Heroic Coach membership level. 🙏


Coaches also get FIVE Heroic Annual Premium memberships to share with family/friends/clients/colleagues as well as Coach-exclusive discounts for additional Premium memberships.

Note2: Yes, we realize that FIVE free Heroic Annual Premium Memberships is worth $1,000 in immediate, real value… ON TOP of everything else and that it instantly makes a Coach membership pay for itself. 🤯 You’re welcome. 😄


That’s long.

Fired up. 🔥 🔥 🔥

Heroic Mastery and Heroic Coach - Class XIV kick off on February 1st at 1:01pm CT.

Day 1. All in.



P.S. As briefly mentioned above…

Lifetime Heroic Premium

If you’re already a Lifetime Heroic Premium member, you’ll get 20% off to account for the premium stuff you already paid for.

Check your email for the special code we sent you.

Not yet a Lifetime Heroic Premium member? Sign up to become one now and you can get that same discount. Just use the code GYE101 here to get Lifetime for $300 until the 25th, at which point it goes up by $50 to $350 from the 26th until February 1st. Then it’s going back to its list price of $499. Yes, it pays to take action NOW. (🤠)

Plus, again, that 30% off Mastery (or 20% off if you sign up after Feb 2nd) continues in perpetuity for as long as you’re a Mastery member. 🙌

Lifetime Heroic Coach

If you’re a Lifetime Heroic Coach, you’ll get 50% (!!!) OFF Mastery (in perpetuity) to account for your ALL IN commitment to being one of our force multipliers who can change the world.

Check your email for that extra special code.