Brian Keane

I think that's probably why it did so well. I wrote the whole first half, fitness, how you get in shape, nutrition, training, sleep, stress, et cetera. The whole second section was on mindset, goal setting, feeling the fear and doing it anyways in terms of the goals that you set for yourself, not self-sabotaging. So the mindset side. And what happened there was, was the success of the book.

I think that's probably why it did so well. I wrote the whole first half, fitness, how you get in shape, nutrition, training, sleep, stress, et cetera. The whole second section was on mindset, goal setting, feeling the fear and doing it anyways in terms of the goals that you set for yourself, not self-sabotaging. So the mindset side. And what happened there was, was the success of the book.

And that book sold over half a million copies to date. And I've been very lucky that it's been able to serve. I never dreamt that possible. And like, I love to say I was a sage and that was a target. My target at the time was I was starting to get put into an influencer bracket because I had a strong social presence. And I was like, I have...

And that book sold over half a million copies to date. And I've been very lucky that it's been able to serve. I never dreamt that possible. And like, I love to say I was a sage and that was a target. My target at the time was I was starting to get put into an influencer bracket because I had a strong social presence. And I was like, I have...

all my qualifications and certifications, I was like, I'm a coach. I'm an entrepreneur. I was like, I'm not an influencer. And one of the ways that I was going to rise above that was writing a book. So I said, if it brought me above that and it helps my current clients, the book would be a success. That was my upfront target when I was writing it. And it ended up doing way more than that.

all my qualifications and certifications, I was like, I'm a coach. I'm an entrepreneur. I was like, I'm not an influencer. And one of the ways that I was going to rise above that was writing a book. So I said, if it brought me above that and it helps my current clients, the book would be a success. That was my upfront target when I was writing it. And it ended up doing way more than that.

But because of the success of that and the problems I saw people facing, I understood it, I had to understand that there was a lot more to this mindset side, that people know what to do, but they don't know how to stick to it, or they don't know how to apply it over the long term, or whatever the insert pain point is here.

But because of the success of that and the problems I saw people facing, I understood it, I had to understand that there was a lot more to this mindset side, that people know what to do, but they don't know how to stick to it, or they don't know how to apply it over the long term, or whatever the insert pain point is here.

The second thing was a combination of my daughter being born in 2015, and as she started to get older, something that I've done historically in the past, which has actually been very serving, is that grit, that... mental toughness, that grind it out and hustle. And that's an amazing tool to have. But to the man with the hammer, the whole world looks like a nail.

The second thing was a combination of my daughter being born in 2015, and as she started to get older, something that I've done historically in the past, which has actually been very serving, is that grit, that... mental toughness, that grind it out and hustle. And that's an amazing tool to have. But to the man with the hammer, the whole world looks like a nail.

That will get you through an ultra marathon. That will get you through the Arctic and the Sahara. That will get you through 60, 70, 80 hour workweeks.

That will get you through an ultra marathon. That will get you through the Arctic and the Sahara. That will get you through 60, 70, 80 hour workweeks.

I never say never. We can come back to that later.

I never say never. We can come back to that later.

I didn't think it would be something I would do either. But what I started to see with my daughter was that tough love approach that I had historically been so used to myself. wasn't something that made me a very good father. And as I started to soften up on certain things, I started to bring that into my approach.

I didn't think it would be something I would do either. But what I started to see with my daughter was that tough love approach that I had historically been so used to myself. wasn't something that made me a very good father. And as I started to soften up on certain things, I started to bring that into my approach.

And it's very interesting because I still work one to one with people, a handful of people in the one to one space, because most of our programs are scaled. But it's normally people who come to me with behavioral issues around food, people who really struggle with body confidence or body image. And me of 10 years ago would have been like, just suck it up. Lose the weight.

And it's very interesting because I still work one to one with people, a handful of people in the one to one space, because most of our programs are scaled. But it's normally people who come to me with behavioral issues around food, people who really struggle with body confidence or body image. And me of 10 years ago would have been like, just suck it up. Lose the weight.

That would have been the early days coach of me. And that's fine for some people because your frequency will attract similar people. So I was attracting people who could take that tough love. but it made me worse of a coach. Whereas now I can empathize and take a softer approach. So mindset for me in the early days, I thought was building mental toughness. It was grinding it out. It was hustle.

That would have been the early days coach of me. And that's fine for some people because your frequency will attract similar people. So I was attracting people who could take that tough love. but it made me worse of a coach. Whereas now I can empathize and take a softer approach. So mindset for me in the early days, I thought was building mental toughness. It was grinding it out. It was hustle.