Sean Freitas: Real Human Development

In this episode of the Keiser Human Performance Podcast, Gabe Derman sits down with Sean Freitas, Founder Project Wellbeing in Las Vegas, to explore what it truly means to create "Real Human Development."

Project Wellbeing has built one of the most comprehensive human performance ecosystems in the industry, bringing together strength and conditioning, sports medicine, physical therapy, recovery, performance testing, and advanced technology under one roof. Sean shares the vision behind creating an integrated model where every discipline works together to deliver personalized, long-term results for each client.

The conversation dives into the importance of assessments, data-driven decision making, and collaboration across departments, while highlighting how technology — including Keiser pneumatic equipment — supports individualized programming and performance. Sean also discusses the role of emotional intelligence, leadership, community, and culture in helping people not only perform better, but live healthier, more fulfilling lives.

Whether you're a coach, clinician, business owner, or simply passionate about human performance, this episode offers valuable insights into the future of integrated health, wellness, and performance.

0:00:00.000 - 0:00:04.880 All right, welcome back to the Keiser Human 
Performance podcast. I’m here with owner and

0:00:04.880 - 0:00:10.760 founder of Project Wellbeing in Las Vegas,  Sean
Freitas, who I understand now, Sean,

0:00:10.760 - 0:00:15.640 you are a newer father as well. So, number  one,
happy Father’s Day to you. Thank you so

0:00:15.640 - 0:00:19.640 much and happy Father’s Day to you, Gabe. And 
you know, thank you so much for allowing me to

0:00:20.200 - 0:00:25.040 to be on this podcast. Obviously, we’re we’re  a
big believer and user of Keiser. We have been

0:00:25.040 - 0:00:29.920 for many years. It was actually my my bucket
list  item as I was building my facility. I was like,

0:00:29.920 - 0:00:34.600 “Oh man, one day I hope I can get some Keiser.” 
Originally, I’d seen it at Bishop Gorman High

0:00:34.600 - 0:00:39.880 School. And I’m like, “Wow, how does a high
school  have all this cool equipment?” And you know,

0:00:39.880 - 0:00:43.480 being able to bring that into Project Wellbeing 
and what it’s turned into over the last

0:00:44.160 - 0:00:48.240 five or six years has been has been amazing. 
So, thank you so much for having me today. Yeah,

0:00:48.240 - 0:00:53.440 absolutely. And you know, I I I had the
pleasure  of being there a few years back when you first

0:00:53.440 - 0:00:57.160 installed a lot of that Keiser and you’re able
to  get it on site. I mean, what a facility you guys

0:00:57.160 - 0:01:00.680 have. And I’m sure, you know, I followed on
social  media over the years and and I know you guys have

0:01:00.680 - 0:01:05.600 expanded and refined and and and really built
this  into a premier facility in the United States. So,

0:01:05.600 - 0:01:10.320 incredibly excited. Really cool to see how far 
you’ve come even from that time and and really

0:01:10.320 - 0:01:14.680 excited to hear about where you’re headed in
the  future. So, let’s get into it. For someone who’s

0:01:14.680 - 0:01:19.800 listening in and doesn’t know much about
Project  Wellbeing, what is it? Who do you serve? And

0:01:19.800 - 0:01:23.800 really, what’s the vision behind creating
Project  Wellbeing? Absolutely. So, Project Wellbeing,

0:01:23.800 - 0:01:30.520 I believe it’s 13 years old on December 23rd of 
this year. And to see its journey from being a

0:01:30.520 - 0:01:36.440 solopreneur to you know, I founded the company 
with my ex-wife. We got a couple of management

0:01:36.440 - 0:01:42.480 contracts in places and ultimately six years
ago  ended up in the big location that we’re in today.

0:01:42.480 - 0:01:47.720 And that became, you know, one of the first 
human performance centers in the United States

0:01:47.720 - 0:01:53.520 that actually housed biohacking, recovery, and 
the full-on performance gym. And kind of what

0:01:53.520 - 0:01:57.480 it’s turned in today. And at that time, you 
know, people didn’t they didn’t know about

0:01:57.480 - 0:02:01.920 hyperbaric chambers, they didn’t know about red 
light beds. You know, I was actually able to

0:02:01.920 - 0:02:08.800 design the facility in the eyes of a
performance  coach. So, that means I got to individually select

0:02:08.800 - 0:02:13.920 everything that our members would also use and 
not just our professional athletes as well. Now,

0:02:13.920 - 0:02:20.640 the goal was to create one integrated
ecosystem.  So, whether you were a professional athlete,

0:02:20.640 - 0:02:26.200 mom, dad, grandma, grandpa, you could come
here,  you could train, you could get physical therapy,

0:02:26.200 - 0:02:32.520 massage therapy, have a performance coach if
you  wanted, do your nutrition, get IVs, hormones,

0:02:32.520 - 0:02:40.040 peptides, nutritional blood work done, DNA
testing  done. And the goal was to not have to refer out

0:02:40.040 - 0:02:44.600 for all these individual components because I
used  to do that. We would either lose the member or the

0:02:44.600 - 0:02:51.040 patient or the person have a bad experience.
So,  creating that entire ecosystem has definitely been

0:02:51.040 - 0:02:55.760 probably the most aggressive venture that the 
company has took, especially over the last year.

0:02:55.760 - 0:03:01.720 Really prioritizing that we have a membership 
and everything that the person can do is an

0:03:01.720 - 0:03:07.560 add-on into the ecosystem. Obviously, you know,
I  I want to scale the the business into probably a

0:03:07.560 - 0:03:12.960 60,000 square foot facility that’s built for 
1,000 members. And we wanted to simplify our

0:03:12.960 - 0:03:18.120 our model. You know, it’s not easy for gyms,
quote  unquote, to make it in in the industry. You know,

0:03:18.120 - 0:03:23.320 it’s quite challenging. So, you know, of course
we  have to respect our big competitors like Equinox

0:03:23.320 - 0:03:29.440 and and Lifetime. But, we have our own unique
spin  that we’re going through here and that’s really on

0:03:29.440 - 0:03:35.400 human performance and then how we develop human 
development to the actual person as well. I think

0:03:35.400 - 0:03:39.760 that’s what makes us unique. So, kind of going 
through that whole transitional phase over the

0:03:39.760 - 0:03:44.720 last four to five years this has been amazing.
And  um and now we know what our focus point’s going to

0:03:44.720 - 0:03:49.760 be on. So, this concept of real human
development,  when you when you say it, it sounds great. But,

0:03:49.760 - 0:03:54.120 what does it truly mean to you? So, it means 
everything me. So, it’s it’s about showing up as

0:03:54.120 - 0:03:58.880 the as the leader on top of this being a coach
or  someone working at the front desk or the physical

0:03:58.880 - 0:04:03.200 therapist, like really showing up and caring
for  the individual. I think that’s what makes our

0:04:03.200 - 0:04:08.520 facility special. It has a very unique sense of 
community and a very unique sense of culture and

0:04:08.520 - 0:04:12.200 you can feel it from the second that you walk 
in. So, when you come in, it looks amazing,

0:04:12.200 - 0:04:17.080 but I think that the people that we have here,
the  employees that we have here, the care that’s given

0:04:17.080 - 0:04:22.160 here, and the processes and procedures that
we’ve  made, and of course the programming, all that

0:04:22.160 - 0:04:29.320 together I feel like has enabled us to offer
what  I call now human development. So, we’re not just,

0:04:29.320 - 0:04:33.080 you know, taking someone’s money and running
them  through a training session or they’re doing their

0:04:33.080 - 0:04:37.000 blood work or they’re in their PT, like we’re 
sitting with them, we’re figuring out, “Hey,

0:04:37.000 - 0:04:41.160 what do you have going on?” A lot of these
people,  they’re super high-level. They They run eight,

0:04:41.160 - 0:04:46.160 nine-figure businesses as well. It’s not just 
professional athletes. But, all those people need

0:04:46.160 - 0:04:52.120 to take care of their body. They put their
health  last, they put their business first, and not only

0:04:52.120 - 0:04:56.720 do they have challenges in their business, but
it  also robs them from their personal time at home.

0:04:56.720 - 0:05:03.120 As you know, both of us being new fathers, it’s 
challenging to create a a balance, right? And

0:05:03.120 - 0:05:07.320 and I found myself in a unique experience where 
I was like, “Okay, why don’t we also focus on

0:05:07.320 - 0:05:11.400 emotional intelligence while we’re working with 
people as well?” And that took a unique spin on

0:05:11.400 - 0:05:14.720 the something that I don’t think anyone’s ever 
done before, and that’s what I call the human

0:05:14.720 - 0:05:19.600 development. On the human performance side, we 
got that. We have the best equipment, we partner

0:05:19.600 - 0:05:25.280 with the best brands. Of course, Keiser is We
got  all 35 machines on the floor, but it was missing

0:05:25.280 - 0:05:30.760 something. It was missing the heart and soul of 
the of the facility cuz I It also happened to me.

0:05:30.760 - 0:05:36.400 I was a high-level entrepreneur, and I got lost 
in the sauce, right? Like I was working every day,

0:05:36.400 - 0:05:40.680 I kind of lost my own identity. I’m like, “Man, 
like who am I?” And that’s when I really started

0:05:40.680 - 0:05:45.800 focusing on leadership and emotional
intelligence.  And that is something now that we’re able to give

0:05:45.800 - 0:05:53.360 to our clients and facilitate, and it has been
a  amazing experience. You know, it’s allowing them

0:05:53.360 - 0:06:01.360 to understand what it’s truly like to take care 
of themself first. So, kind of being selfless,

0:06:01.360 - 0:06:05.440 working on their self-worth, so they can feel 
worthy within themself. And I’m seeing that

0:06:05.440 - 0:06:11.080 across pro athletes, nine-figure business
people,  kids that are 7 years old, grandma, grandpa that’s

0:06:11.080 - 0:06:16.400 70 years old. Um you know, it’s it’s kind of
been  incredible of being like every person is a human

0:06:16.400 - 0:06:21.320 being. Some of them just do extraordinary
things  with their body, but we can’t take away the human

0:06:21.320 - 0:06:25.520 out of the being, if that makes sense, right? 
And that’s when I really started focusing on

0:06:25.520 - 0:06:30.600 we need to develop people. We are a people 
company. We want to develop people, you know,

0:06:30.600 - 0:06:35.520 and um and that’s that’s kind of going to be
the  mission going forward with expanding the company.

0:06:35.520 - 0:06:40.080 I want to be the largest human performance  and
human development company internationally,

0:06:40.080 - 0:06:45.480 not just here, you know, locally. So, that’s
kind  of been like the the big, you know, six-month

0:06:45.480 - 0:06:50.800 vision that the company has taken on, and I
can’t  wait to to grow into that, you know, in the in the

0:06:50.800 - 0:06:55.400 next 18 months here. We can’t wait to watch you 
do it. So, just one clarification now, when you

0:06:55.400 - 0:07:00.280 first started though, did you see this being as 
more of a athlete performance type of space, and

0:07:00.280 - 0:07:05.040 then it quickly grew into something bigger than 
that, or have you always had this vision of, “Hey,

0:07:05.040 - 0:07:09.600 I want to work with as many people possible?“ 
Funny you say that. So, I’ve always worked with

0:07:09.600 - 0:07:15.440 professional athletes, but majority of clients 
that I had prior to to having the big business is

0:07:15.440 - 0:07:20.440 everyone was middle-aged. So, you know, men and 
women between 40 and 70 years old, but they they

0:07:20.440 - 0:07:25.520 didn’t have Instagram. So, what the world saw
was  hundreds of professional athletes over and over

0:07:25.520 - 0:07:29.480 again, so people were like, “Oh man, we didn’t 
even know that my daughter can come in here,

0:07:29.480 - 0:07:35.200 that my mom and dad can come in here.” Because 
we just got kind of um you know, pigeonholed into

0:07:35.200 - 0:07:39.360 working with pro athletes, which which is
amazing,  right? Like that’s high accolades, that’s that’s

0:07:39.360 - 0:07:45.320 great. And And kind of let my my identity and
my  ego just sit right there and I knew there was so

0:07:45.320 - 0:07:50.960 much more out there. Then I’m like, all of the 
services that we’re giving to these pro athletes,

0:07:50.960 - 0:07:55.080 I’m going to give it to every single one of  our
clients, right? Like, why should they

0:07:55.080 - 0:08:01.000 not experience what pro athletes have as as far
as  recovery and as far as performance and being able

0:08:01.000 - 0:08:05.560 to work with high-end people. And once I
started  to kind of break through that I that I call it an

0:08:05.560 - 0:08:11.520 identity crisis, magical things started
happening  in the company. You know, we we became a a human

0:08:11.520 - 0:08:16.240 being company where we want to work with
everyone  and now people can see that. You know, we’ve

0:08:16.240 - 0:08:20.960 always done it, but now if you go on our
website,  you go online, you can see that we’re working with

0:08:20.960 - 0:08:25.360 with all kinds of people. So, you might have, 
you know, we had Ryan Garcia in here, we had

0:08:25.360 - 0:08:30.640 David Benavidez in here, we had four in here,
but  we also had people’s grandma and grandpa in here,

0:08:30.640 - 0:08:35.520 we had pro pro boxers at the same time, we had 
high school kids and all of them are interacting

0:08:35.520 - 0:08:40.720 with one another. It’s really the coolest thing 
I’ve ever seen in my life and I spent a little

0:08:40.720 - 0:08:46.520 bit more time now actually taking a step back
and  enjoying watching that unfold because I was just

0:08:46.520 - 0:08:51.360 running so fast in a straight line that I
wasn’t  really seeing what was being built around that

0:08:51.360 - 0:08:57.160 far extends out of these four walls. Like, I
think  I needed to see that to really foster it’s like,

0:08:57.160 - 0:09:03.120 what direction do I want to take this company, 
you know, in into? Like, it’s not just the gym. I

0:09:03.120 - 0:09:06.840 I thought that’s what it was before. Like, I
just  want to I just want to own the gym. Then it turned

0:09:06.840 - 0:09:11.800 into a, you know, recovery center. Then it
turned  into we added medical. Oh, then we added physical

0:09:11.800 - 0:09:17.400 therapy. And we added massage. Now I’m like, 
okay, we are the premier ecosystem and you have

0:09:17.400 - 0:09:22.880 one peop person as a sports scientist that  gets
to work with all the other professionals

0:09:22.880 - 0:09:29.080 that get to work with all the other people. And 
I feel like that that streamlined process is very

0:09:29.080 - 0:09:34.680 important because you have one person leading 
the vision, but all the other specialists that

0:09:34.680 - 0:09:40.000 are implementing their professional field for 
the one person. So, it’s not uncommon for an

0:09:40.000 - 0:09:45.080 athlete or person to have a physical therapist 
they’re working with, their nurse practitioner,

0:09:45.080 - 0:09:49.840 their phlebotomist, their massage therapist, 
their performance coach, and their nutritionist

0:09:49.840 - 0:09:54.960 all housed under one roof. That’s incredible to 
hear and I I can’t wait to go through each kind of

0:09:54.960 - 0:09:59.640 discipline that you have there under one roof. 
What you were talking about there with having,

0:09:59.640 - 0:10:04.560 you know, grandma and boxer and young athlete 
and youth athlete resonates with me as a college

0:10:04.560 - 0:10:08.000 strength and conditioning coach myself or 
former and I’ll give one of my mentors Diana

0:10:08.000 - 0:10:12.000 Russ the credit for this at University of
Texas.  He used to bring some of the basketball athletes

0:10:12.000 - 0:10:16.920 during the summer workouts like on Fridays to 
boxing classes at a local gym in Austin, right?

0:10:16.920 - 0:10:20.640 And or he would take the bikes out and you’d go 
on the path and all of a sudden you’re interacting

0:10:20.640 - 0:10:24.400 with all these different people that are
actually  not just like part of the university cuz it’s such

0:10:24.400 - 0:10:28.920 a bubble there for those athletes, but part of 
like Austin in this greater community. When I came

0:10:28.920 - 0:10:33.800 to Chicago, I did the same thing. We’d go to,
you  know, to a boxing gym and you know, you’re there

0:10:33.800 - 0:10:38.520 with 40-year-olds, 7-year-olds and it’s just
such  a tight-knit community. It’s such a cool feeling

0:10:38.520 - 0:10:42.480 to experience and I think there’s so much, you 
know, obviously the physical benefits to that, but

0:10:42.480 - 0:10:46.320 also like the emotional benefits of that as
well  that I think you were alluding to. Yeah, you said

0:10:46.320 - 0:10:51.520 the you said the C-word multiple times,
community.  That’s what it’s all about like making making

0:10:51.520 - 0:10:57.240 people Actually, let me rephrase that.
Providing  a space where people feel like they can belong to.

0:10:57.240 - 0:11:01.320 You know, like I I feel that that’s that’s the 
most important thing and and what do they do?

0:11:01.320 - 0:11:07.320 $10,000 worth of services or they come in for a 
training session, treating them the same, treating

0:11:07.320 - 0:11:12.120 them the same as if they’re the top
professional  athlete in the world or they’re someone’s mom and

0:11:12.120 - 0:11:17.800 dad or a high school athlete. Like that that to
me  is what I really started to focus on is I want to

0:11:17.800 - 0:11:22.880 make people feel special. I want to make them
feel  like they’re part of a community. And I’m telling

0:11:22.880 - 0:11:27.240 you that even professional athletes, especially 
guys that are recovering from an injury,

0:11:27.240 - 0:11:31.640 man, they just want to feel like they Man,
thank  you for hearing me. You know, I thought that my

0:11:31.640 - 0:11:36.640 career was over. You know, I was depressed, I
had  anxiety, but I don’t want to talk to my wife about

0:11:36.640 - 0:11:41.240 it. I don’t want to talk to my coach about it.
But  they feel that sense of relationship that they’re

0:11:41.240 - 0:11:44.560 building with the people that they’re working 
with that aren’t going to judge them or have

0:11:44.560 - 0:11:49.880 an opinion on there. I think that that’s a real 
special type of love that that is being able to,

0:11:49.880 - 0:11:53.080 you know, to exist inside of the building. 
Yeah, it’s really cool. It’s, you know, you

0:11:53.080 - 0:11:57.280 can hear in in how you’ve gone about things and 
how intentionally you’ve been for bringing this to

0:11:57.280 - 0:12:02.200 a performance gym that you own into really like 
global well-being, right? That’s the whole point.

0:12:02.200 - 0:12:06.680 And and and it’s really cool in that that 
definitely oozes out as you speak. So, I

0:12:06.680 - 0:12:12.000 know you have a lot of certifications. I
believe,  you know, you done I think when we met in person,

0:12:12.000 - 0:12:16.200 you’re like, I love just learning. All right, 
you’re a lifelong learner. You you love collecting

0:12:16.200 - 0:12:20.360 knowledge. If I’m listening in, I look at this
and  say, this is amazing. I want to own my own gym. I

0:12:20.360 - 0:12:24.200 wish I could build a facility like this. I wish
I  could have all these things under one roof. Like,

0:12:24.200 - 0:12:29.280 how do you go about adding performance
medicine,  adding physical therapy? Like, you’re one person.

0:12:29.280 - 0:12:33.880 I know you have a team. Are those contracted
out?  Are they brought in in-house like to actually be

0:12:33.880 - 0:12:38.200 there? Like, how do you go about building out 
all these different disciplines before we dive

0:12:38.200 - 0:12:43.200 in? Yeah, that that’s a great question. So, of 
course, I loved, you know, seeking out knowledge

0:12:43.200 - 0:12:48.120 and certifications. You know, I think at first 
it was just like, oh, I want to be the best. So,

0:12:48.120 - 0:12:53.320 it was very ego-driven. So, I got I got a 
bachelor’s degree. I got a master’s degree.

0:12:53.320 - 0:12:58.400 I got a second master’s degree in in strength
and  conditioning actually through the NSCA through

0:12:58.400 - 0:13:04.480 Concordia University. I was finishing up my
PhD.  And during the pandemic, they actually they had

0:13:04.480 - 0:13:10.200 to cut funding. So, they cut my PhD program
from  Concordia. And that was a blessing in disguise

0:13:10.200 - 0:13:16.520 because what I did not have, and when we’ll get 
back to that is, I had no business acumen. So,

0:13:16.520 - 0:13:22.000 remember, I’m still a business owner. I’m not
just  a coach as well. I’m sure anyone listening to this

0:13:22.000 - 0:13:26.840 knows that, man, it’s hard to be a coach and a 
businessman at the same time. So, we’ll we’ll come

0:13:26.840 - 0:13:33.640 back to that. Obviously, I was a big fan of the 
NSCA. I had all the ACSM certifications. I had all

0:13:33.640 - 0:13:40.000 the NASM certifications. I think I did the
first  ever MMA conditioning specialist that they had.

0:13:40.000 - 0:13:45.080 Um I’ve done the sports, you know, specialist 
certifications. I was also a massage therapist.

0:13:45.080 - 0:13:50.320 So, I got medically massage certified. I was 
sports massage certified, lymphatic drainage.

0:13:50.320 - 0:13:56.440 I did all of Eric Dalton’s Myoskeletal
Alignment  Therapy. I did all levels of FST. I mean,

0:13:56.440 - 0:14:00.920 we weren’t making money for a while because  we
kept doing certifications, you know?

0:14:00.920 - 0:14:08.200 And as good of a therapist I was, I was equally
as  good as a skill development coach as well. I just

0:14:08.200 - 0:14:14.200 I waited too long to release the reins and let 
other people kind of guide and flow. And what that

0:14:14.200 - 0:14:17.920 did is it’s hard to give up your clients that
are  like, “Oh, no, I don’t want to go with anyone but

0:14:17.920 - 0:14:22.320 Sean. No way. Not Not even going to think about 
it.” Like, they would go to another business than

0:14:22.320 - 0:14:28.120 support my current business, even though they
were  super loyal to me. Isn’t that crazy? Cuz they just

0:14:28.120 - 0:14:32.760 could not, you know, that oh, I have to let go 
of you. Now, on the anyone listening that also

0:14:32.760 - 0:14:38.240 wants to own their own facility, man, not I
went  to school that long, I didn’t learn anything about

0:14:38.240 - 0:14:43.920 business, right? So, now I’m learning about SBA 
loans, and I’m learning about personal guarantees

0:14:43.920 - 0:14:48.640 on the SBA loans, and I’m paying loans, and 
ordering equipment, and getting accountants,

0:14:48.640 - 0:14:55.000 and managing finances, managing staff, learning 
how to be an actual leader, lead by example.

0:14:55.000 - 0:14:59.440 You know, like people are going to mess stuff 
up, no problem, give them direct feedback, and

0:14:59.440 - 0:15:05.200 and and move on. So, learning how to sign
leases,  negotiate contracts, buying lots of equipment,

0:15:05.200 - 0:15:08.760 and everyone wants to make the most money, but 
you have to, you know, you have to hold your

0:15:08.760 - 0:15:12.920 reins as a business owner to be like, “Hey,
I’ll  pay you this much because I also got seven other

0:15:12.920 - 0:15:18.880 things here. Are you willing to kind of bear
with  me as I build this facility for the first time,

0:15:18.880 - 0:15:23.640 you know?” And that could could really, really, 
really difficult. I also, anyone listening, the

0:15:23.640 - 0:15:29.000 Presea School of Speed, the owner drops a great 
knowledge bomb of how he bridged the gap for being

0:15:29.000 - 0:15:33.760 a coach to the owner of Presea Speed School. It 
It was amazing. I would never, you know, I feel me

0:15:33.760 - 0:15:38.160 and him have a lot of the similarities of how
we  built our company. But, yeah, that that’s that’s

0:15:38.160 - 0:15:42.840 how it works. I I was, oh, I want to have as 
many certifications as possible. And like, I know

0:15:42.840 - 0:15:48.280 nothing about business and I’m running a
business.  And then I have to switch gears to go right into

0:15:48.280 - 0:15:53.200 what I’m going to learn for for business. And 
anyone listening, please make sure that you get

0:15:53.200 - 0:15:58.760 one or two good mentors in your corner that
that  are just going to tell you what you need to hear

0:15:58.760 - 0:16:02.960 in business. And they don’t need to be in
health  and wellness. They just need to be in business.

0:16:02.960 - 0:16:07.800 And I was very fortunate to have some pretty
good  mentors that helped support me on on the business

0:16:07.800 - 0:16:13.120 side. And that that really helps, the
combination  of both of those. Yeah, that’s terrific. So,

0:16:13.120 - 0:16:17.800 I’m curious now if I can kind of pivot into
this  client experience at Project Wellbeing. I’m really

0:16:17.800 - 0:16:21.720 curious to like, you know, get inside your
doors  and learn about [snorts] the experience. So,

0:16:21.720 - 0:16:27.160 I could be 35, 40-year-old personal  trainer. I
Let’s take me actually, you know.

0:16:27.160 - 0:16:31.760 I’m a 33-year-old dad. I’m a working
professional.  I used to be an athlete. I’m sure recreationally

0:16:31.760 - 0:16:35.680 I still like to play sports. And I’m coming in 
your facility for the first time and, you know,

0:16:36.240 - 0:16:39.280 I want the whole kit. Take me through that 
experience. Like, where do I start off and

0:16:39.280 - 0:16:44.240 how do you onboard me? And let’s just begin
with  that. question and that has been the sole mission

0:16:44.240 - 0:16:48.160 over the last year because that’s where we fell 
short, right? So, we got a lot of we got a lot of

0:16:48.160 - 0:16:52.600 feedback on that. So, you come in, usually
you’ve  been through our pipeline. We know quite a bit

0:16:52.600 - 0:16:57.240 about you because you’ve been talking to
probably  our sales director or you’re in our CRM. So,

0:16:57.240 - 0:17:01.440 once you come in for that tour, now is our time 
to shine. We’re going to take you through every

0:17:01.440 - 0:17:06.280 touch point inside of the building, right?
We’re  going to we’re going to show you the entire gym.

0:17:06.280 - 0:17:11.080 We’re going to walk through the floor. We’re
going  to cater that experience for you and what you’ve

0:17:11.080 - 0:17:15.200 already told us and what your goals are. We’re 
going to walk you through our assessments. We’re

0:17:15.200 - 0:17:19.240 going to show you the equipment. First thing we 
do is we take them straight onto the floor. We go

0:17:19.240 - 0:17:23.200 right to the Keiser. Hey, have you guys ever
seen  this before? Push on the plus or minus button.

0:17:23.200 - 0:17:26.640 When’s the last time you’ve been able to move
like  this? And we move fast on the Keiser. And they’re

0:17:26.640 - 0:17:30.200 all, “Wow, that’s pretty cool. I’ve never seen 
that before.” I’m like, “Well, guess what? This

0:17:30.200 - 0:17:34.600 is amazing on your joints, and this is why this 
is the standpoint in our facility, right? Like we

0:17:34.600 - 0:17:39.160 believe in it. This is right in the middle of
the  floor on our turf.” And then we continue walking

0:17:39.160 - 0:17:43.600 them through the facility. We take them through 
our biomechanics evaluation. We have a DEXA scan.

0:17:43.600 - 0:17:49.000 We have a VO2 max. All All of this is in-house. 
We make our own orthotics. We take them through

0:17:49.000 - 0:17:54.320 the red light bedroom, the entire PT area where 
we have recovery equipment sourced from all over

0:17:54.320 - 0:17:58.840 the world. Switzerland and Germany make some of 
the best ultrasounds on the market. We take them

0:17:58.840 - 0:18:03.720 through the massage rooms. We take them in the 
hyperbaric treatment room. We have cryotherapy.

0:18:03.720 - 0:18:08.040 All the hyperbaric chambers are included in the 
membership. We have something called a Rasha dome,

0:18:08.040 - 0:18:12.480 which you should look up after we end this 
call, and that is a frequency-based device

0:18:12.480 - 0:18:16.960 that we actually worked with a doctor on  making
frequencies for professional athletes,

0:18:16.960 - 0:18:22.000 for getting out of depression, anxiety, for 
stem cell proliferation. Then we go into our

0:18:22.000 - 0:18:26.760 Well, we call the vitality spa. We’ve got two 
saunas, high heat sauna from Finland that I

0:18:26.760 - 0:18:33.680 that I designed, over 200°. We have an infrared 
sauna at 150°. Cold plunge, hot mineral soaker,

0:18:33.680 - 0:18:39.200 a second red light bed, and then we have our 
two medical offices where we do IV therapy,

0:18:39.200 - 0:18:45.320 um peptides, hormones, blood work, stem cells, 
ozone therapy. And now, after the patient or

0:18:45.320 - 0:18:48.800 the member has been on that full journey,  now
we sit with them and we say, “Hey,

0:18:48.800 - 0:18:53.800 what How can we help you meet your goals?” And 
we’ll set them up with a protocol and probably

0:18:53.800 - 0:18:59.200 get them on a membership as well. So, remember, 
our Our model changed. We are membership-driven,

0:18:59.200 - 0:19:03.560 and everything else you’re going to do is an 
add-on, right? And that’s the ecosystem. Now,

0:19:03.560 - 0:19:07.840 after you sign up for your membership, the part 
that we missed that we went back and did is

0:19:07.840 - 0:19:13.320 we needed to onboard you as a member. Now, we 
make that non-negotiable, so your second encounter

0:19:13.320 - 0:19:18.120 would be with our member concierge, and she 
would actually walk you through and teach you

0:19:18.120 - 0:19:23.280 how to use everything that’s in the membership
as  well, right? We would build you a custom recovery

0:19:23.280 - 0:19:27.160 protocol, and if you’re going to work with a 
trainer, you’ll have your console with them.

0:19:27.160 - 0:19:31.480 So now you have your your trainer that you’re 
working with, you’re getting proper nutrition, and

0:19:31.480 - 0:19:37.120 you have your custom recovery protocol as well. 
So you may be doing hyperbaric chamber twice,

0:19:37.120 - 0:19:42.520 red light bed three times, and high heat sauna 
four times if you’re working on your heart health,

0:19:42.520 - 0:19:48.000 right? In conjunction with that program from
your  personal trainer, that’s also going to reflect

0:19:48.000 - 0:19:54.280 your heart health as well. So really, we’ve 
taken it and made a completely individualized

0:19:54.280 - 0:19:59.960 protocol for every single person coming in. 
Sean, quick question. So who’s who’s driving

0:19:59.960 - 0:20:05.400 the decision-making with this with each client? 
So yeah, so now I have made all of the protocols

0:20:05.400 - 0:20:10.840 for the company. So now everyone in the company 
knows all these client personas. So we have five

0:20:10.840 - 0:20:17.040 client personas, and everyone fits into at
least  one of them, right? So once once we identify that,

0:20:17.040 - 0:20:22.280 we already know where you’re going to fit, and
we  can mold you into that. So the staff is is already

0:20:22.280 - 0:20:27.160 pre-registered inside the computer. They know 
exactly what they’re going to do in order for you

0:20:27.160 - 0:20:31.200 to achieve that result there. Because it’s easy
to  say, “Oh, I I take care of everyone.” But really,

0:20:31.200 - 0:20:37.200 everyone should fit into five personas, right?
You  have wellness enthusiast, longevity enthusiast,

0:20:37.200 - 0:20:41.560 someone that’s injured, you have a professional 
athlete, and then you have the guy that comes

0:20:41.560 - 0:20:45.240 in and says, “I want to do everything.  I’ll
stay here for 8 hours, right?” And

0:20:46.160 - 0:20:51.520 Yep, and then the the biggest client persona we 
have is our founder and entrepreneur clients,

0:20:51.520 - 0:20:56.520 right? These are people that work a lot, and  we
have very specific protocols that we do

0:20:56.520 - 0:21:00.880 that we do with them, because they have  the
least amount of time. So theirs is,

0:21:00.880 - 0:21:05.480 “What sort of time can you give to me?” And
we’re  going to fit the most important parts of your

0:21:05.480 - 0:21:11.560 protocol in that allotted time so they’ll
actually  be consistent and continue to do this for months

0:21:11.560 - 0:21:15.960 instead of coming in and stopping after two to 
three weeks, right? That’s what we don’t want.

0:21:15.960 - 0:21:22.560 Yeah, so if you have PT, if you have strength 
conditioning, medical all under one roof,

0:21:22.560 - 0:21:28.680 I imagine you don’t always necessarily and it’s 
okay have alignment between what everybody thinks,

0:21:28.680 - 0:21:33.440 right? About maybe a solution. And And correct 
me if I’m wrong, but my question would be

0:21:33.440 - 0:21:39.320 how do you create a space for discussion and
then  like how do you ultimately come to a a solution

0:21:39.320 - 0:21:44.280 for what this person might need if different 
disciplines perhaps disagree about how to go

0:21:44.280 - 0:21:48.320 about things. that’s a great question. You
know,  that that’s why I made my other company Fortified

0:21:48.320 - 0:21:53.480 Human Performance. That’s my That’s my medical 
management company. So, I bring on practitioners

0:21:53.480 - 0:21:58.880 and I educate them on what we’re doing inside
of  Project Wellbeing. So, that way they they know.

0:21:58.880 - 0:22:03.480 So, when they’re with a patient, whether
they’re  doing IV or they’re going over their blood work,

0:22:03.480 - 0:22:08.520 now they know, “Oh, hyperbaric chambers and red 
light therapy and molecular hydrogen, those things

0:22:08.520 - 0:22:14.400 could reduce my inflammatory markers. So, they
can  prescribe those things to the patients as well and

0:22:14.400 - 0:22:19.160 now we’re all working together.” Same thing
with  our physical therapists. We have our biomechanics

0:22:19.160 - 0:22:24.720 evaluation. We have all of Vald force plates
and  everything and they work with our performance

0:22:24.720 - 0:22:30.600 coaches. So, now our physical therapists can
help  work with our performance coaches at the same time

0:22:30.600 - 0:22:37.280 and we’re and we’re directly catering to what
the  athlete needs. Because we’re testing every person,

0:22:37.280 - 0:22:43.840 their biomechanics and their strength, we’re
able  to make programs that are specific to the client,

0:22:43.840 - 0:22:49.880 the member, patient, or athlete and that makes
it  easier for all of the disciplines to work together

0:22:49.880 - 0:22:54.600 because we’re going off of data. We’re not
going  off of, “Well, I think that this is best.” Well,

0:22:54.600 - 0:22:59.680 no. If the client doesn’t need that, then  they
simply don’t need that. And I found that

0:22:59.680 - 0:23:04.600 by doing that and everyone working together 
knowing what the North Star is for every client,

0:23:04.600 - 0:23:10.640 which is optimize their human performance, that 
enables us to all work together. It’s not uncommon

0:23:10.640 - 0:23:15.360 where one person’s working with four different 
people, a physical therapist, a trainer,

0:23:15.360 - 0:23:19.720 they’re getting a massage, they’re doing their 
blood work, so they have one of my providers

0:23:19.720 - 0:23:24.000 that go over their blood work with them every 
quarter, and now they have a full team. We’re

0:23:24.000 - 0:23:29.400 all working in a unison. So, very rarely do we 
ever get in the situation where like, oh, well,

0:23:29.400 - 0:23:34.960 I know everything and you know, you’re right  or
wrong versus that, hey, I’ve got this idea.

0:23:34.960 - 0:23:39.520 Do you think that this would be applicable?
And,  you know, what what I’ve done is I’m a big fan of

0:23:39.520 - 0:23:44.440 this, my front desk person is going to be just 
as important as my doctor, just as important as

0:23:44.440 - 0:23:49.120 my physical therapist, just as important as the 
performance coach. Because if one person thinks

0:23:49.120 - 0:23:53.760 that they’re better than someone else, whole 
system, you know, gets shut down. Like, really,

0:23:53.760 - 0:23:59.680 I value every person in the company the same 
because, again, they’re all human and we all are

0:23:59.680 - 0:24:05.520 good at certain things. When we all work
together,  we can create extraordinary results for people.

0:24:05.520 - 0:24:10.680 And if you go anywhere, whether it be physical 
therapy and it’s insurance-based or you go to

0:24:10.680 - 0:24:15.560 the doctor or you you know, you go to train, 
it’s all fragmented, right? It It’s It’s not

0:24:15.560 - 0:24:21.520 all under one umbrella and one company. So,  all
of the decision-making is fragmented

0:24:21.520 - 0:24:26.040 and you have different people doing different 
things and at the expense of the clients,

0:24:26.040 - 0:24:30.760 right? Because one person thinks that they know 
more than the other. I’ve got no problem referring

0:24:30.760 - 0:24:36.640 someone else out of our building into the care
of  someone who’s more qualified than any one of us

0:24:36.640 - 0:24:41.080 if it means that that’s what the client
actually  needs. No problem. We got no problem doing that.

0:24:41.080 - 0:24:45.440 There’s no fear that we’ll lose the person.  And
the bottom line is we’re just trying to get

0:24:45.440 - 0:24:50.200 the person exactly what they need. And when you 
operate from that type of authenticity, you know,

0:24:50.200 - 0:24:55.160 I feel like you just get enriched, you get more 
business that way cuz people can see that, yes,

0:24:55.160 - 0:24:59.680 you make money from these services, but you’re 
not after their dollars. You’re actually after

0:24:59.680 - 0:25:05.200 their long-term results. Well said. And okay,
so  I’m picturing myself there. I’m going through your

0:25:05.200 - 0:25:08.720 assessments, going through force plate testing. 
And I And I like what you said about the North

0:25:08.720 - 0:25:13.000 Star, right? But that North Star is individual 
to every person that comes in that building.

0:25:13.000 - 0:25:18.840 Right? And And you anchor to that. So, I do
some  force plate testing. I 4 weeks, I go work with

0:25:18.840 - 0:25:24.040 strength conditioning PT. How often am I coming 
in? Can I come in as often as I like to? Can I

0:25:24.040 - 0:25:29.880 stay as long as I like to? And then how often
am  I am I retesting, right? Yeah, great question. So,

0:25:29.880 - 0:25:34.360 in our in our vitality membership, which is  our
main membership, it’s uh it’s an unlimited

0:25:34.360 - 0:25:38.760 all-inclusive, right? So, you can come to the 
gym, you have full access on the times that

0:25:38.760 - 0:25:43.040 we’re open. You know, you can schedule all of 
your appointments privately in our app. So, you

0:25:43.040 - 0:25:47.800 you’re reserving your time for the sauna,
you’re  reserving your time for the cold plunge. So,

0:25:47.800 - 0:25:52.160 it’s not a free-for-all. We’re very organized
and  methodical in the things that we’re doing. Now,

0:25:52.160 - 0:25:57.440 as far as retesting goes, very important
question.  Just like blood work should be done every quarter,

0:25:57.440 - 0:26:03.200 we’re trying to get people on a cadence of
getting  their assessments done every quarter. DEXA scan,

0:26:03.200 - 0:26:08.400 biomechanics eval, strength test, and a VO2  max
test. Now, once someone is on an upwards

0:26:08.400 - 0:26:13.120 trend of like, “Oh, I’m you know, I’m feeling 
pretty healthy. Here’s my baseline.” I’m like,

0:26:13.120 - 0:26:17.880 “Now we’re going to dig even more. That is your 
new baseline to where you should feel like. When

0:26:17.880 - 0:26:22.480 you first came in here, you were not taking
care  of yourself. You were in a horrible shape. Do not

0:26:22.480 - 0:26:28.200 use that as your baseline. Use where you are 
now as your baseline, and never let yourself

0:26:28.200 - 0:26:32.960 go below that.” So, use that as your absolute 
baseline. So, that usually motivates people

0:26:32.960 - 0:26:38.840 to keep going. The benefit of getting
assessments  every quarter is you can see, “Oh man, I fell off

0:26:38.840 - 0:26:43.520 the last 2 months. Okay, let me let me get back 
on track.” And it’s much more manageable. When

0:26:43.520 - 0:26:49.440 you go 6 to 9 months without getting
assessments  again, it’s almost like you you can start over.

0:26:49.440 - 0:26:54.240 And And now you’re Now you’ve wasted your
health,  you’ve wasted your time, you’ve wasted money.

0:26:54.240 - 0:27:00.240 So by holding people accountable and holding us 
accountable, like if our program works and you’re

0:27:00.240 - 0:27:04.760 working with our program, then you should get
the  results too, right? More than likely is, “Hey,

0:27:04.760 - 0:27:08.560 I want to hold you accountable, okay, but I’m 
not going to hold myself accountable, right?” We

0:27:08.560 - 0:27:13.280 don’t do that as a company. We’ll take the
blame  when it’s our fault and we’re going to be there

0:27:13.280 - 0:27:17.520 with you every step of the way through your
health  journey as well. My favorite term to use is,

0:27:17.520 - 0:27:22.680 “We are giving you all of the data for your 
health to hold in your hands. You should control

0:27:22.680 - 0:27:27.440 your data. You should control where your where 
your blood work is stored. You should control

0:27:27.440 - 0:27:32.000 all of the things that we do for testing. You 
should know that. It should always be with you,

0:27:32.000 - 0:27:37.960 right? It is your data. It’s not gatekept.  It’s
not getting sold or or stored.” You know,

0:27:37.960 - 0:27:42.800 these things are really important to me as we
as  we grow and expand is I want people to know that

0:27:42.800 - 0:27:47.960 we’re trying to put your health into your hands 
and give you every educational tool necessary.

0:27:47.960 - 0:27:51.720 Before used to be like, “I don’t really want to 
share that because people might try to copy it.”

0:27:51.720 - 0:27:57.960 No problem, cuz what they can’t copy is the
actual  care and the facility that that we’ve created.

0:27:57.960 - 0:28:02.720 They can buy everything in here the same, but 
they cannot create that that I call it the founder

0:28:02.720 - 0:28:08.080 secret sauce, right? That’s where that’s where
I  hold the most value. I know what that looks like,

0:28:08.080 - 0:28:14.440 you know? Money money can’t just make that. 
Money can make me a larger facility, but money

0:28:14.440 - 0:28:20.280 cannot create that founder secret sauce. Yeah,
I  love what you mentioned about holding yourselves

0:28:20.280 - 0:28:26.120 accountable, right? It’s very easy in the
private  practice to to point at the client and say, “Well,

0:28:26.120 - 0:28:30.040 if you could do this or change this or change 
that.” But, you know, when do we really look

0:28:30.040 - 0:28:34.640 internally, look inward and say, “Well, what  do
I need to change in order to get results?”

0:28:35.360 - 0:28:40.680 I love, although I don’t love it, but I love 
taking constructive criticism. You know, I’ll

0:28:40.680 - 0:28:46.040 let someone chew my ear off because, guess
what?  We dropped the ball somewhere, it’s an opportunity

0:28:46.040 - 0:28:51.160 for our entire company to get so I welcome it
at  all times. It just tells me that hey, this this is

0:28:51.160 - 0:28:55.240 a great learning exchange. We can make
something  better. You know, if you’re not hearing anything,

0:28:55.240 - 0:28:59.160 that’s usually is something is not just that 
nothing’s all going right. It means you got too

0:28:59.160 - 0:29:03.280 many things going wrong and you don’t have that 
space for people to actually say, “Hey, you messed

0:29:03.280 - 0:29:07.600 something up.” You know, and usually we go up
to  them and say, “Hey, so sorry that that happened.

0:29:08.160 - 0:29:13.000 Here’s how we’re going to fix it. And if you 
wouldn’t mind sharing any advice that you can, so

0:29:13.000 - 0:29:17.400 that way it doesn’t happen to you again or
someone  else.” And people are like, “There’s sons that we

0:29:17.400 - 0:29:22.440 would take ownership like that.” Right? Then
once  we remedied it, I go straight back to the person.

0:29:22.440 - 0:29:26.800 “Hey, we fixed this. I again I’m really
apologize  that that happened. These are the procedures that

0:29:26.800 - 0:29:32.000 we put into place. If you ever need anything,
you  know, please please let me know directly.” And I’m

0:29:32.000 - 0:29:37.080 telling you man, you just you now you locked in
a  20-year client. Because when do people hold their

0:29:37.080 - 0:29:40.920 self accountable and admit that they’ve done 
something wrong, right? Like we do a lot of

0:29:40.920 - 0:29:45.440 things in the company. Sometimes we drop a
ball,  we miss an email, we forget to send out results,

0:29:45.440 - 0:29:49.040 their blood work comes back, we didn’t let them 
know. I mean, there’s there’s a lot that goes on

0:29:49.040 - 0:29:53.480 there. We you know, we overbook an appointment. 
All those things are okay. Everyone does them.

0:29:53.480 - 0:29:57.920 But how do you hold yourself to a high standard 
and how do you kind of get through that? And what

0:29:57.920 - 0:30:02.200 type of customer experience do you give during 
that time, right? It’s you don’t learn anything

0:30:02.200 - 0:30:06.760 when the customer’s happy, but you learn 
everything when the customer is pissed off

0:30:06.760 - 0:30:11.640 and you need to make them feel better. But
they’re  caught off guard when you actually take the issue

0:30:11.640 - 0:30:16.040 and say, “I am so sorry Gabe, I messed up,
okay?  I you know, it’s it’s not something that we want

0:30:16.040 - 0:30:19.360 to do. We’re going to make it right for you. 
Let me circle back to you within 48 hours. I’m

0:30:19.360 - 0:30:22.480 going to let you know what happened. We’re not 
going to let that happen to you again.” It’s the

0:30:22.480 - 0:30:27.600 weirdest thing. And even though, yes, it’s
tough  for the business owners to get all that criticism,

0:30:27.600 - 0:30:32.480 I absolutely love it because I am getting
better.  I want every day for my company to get a little

0:30:32.480 - 0:30:36.280 bit better. I want myself to get a little bit 
better. I want my staff to get a little bit

0:30:36.280 - 0:30:42.280 better. Now you’ve taken, you know, likely a
what  could have been bucketed as a failure and turned

0:30:42.280 - 0:30:46.560 it into probably your biggest strength, right? 
A lapse or a moment of failure and turn it into

0:30:46.560 - 0:30:51.080 really the biggest strength. And actually, you 
actually earned more trust from your clients by

0:30:51.080 - 0:30:56.960 screwing up than not in that case. You flipped
it  on its head. Which is is really unique and and I

0:30:56.960 - 0:31:01.360 can tell how refined you are with that. I’m
sure  there was a learning curve to all of that. It’s

0:31:01.360 - 0:31:06.040 There Oh my god, there was a learning curve. 
Wow. Yeah, I mean, anyone listening, big learning

0:31:06.040 - 0:31:10.920 curve. Big learning curve have to have to let 
go of the ego. Have to let go of the ego. It

0:31:10.920 - 0:31:17.720 took me a long time and really working on my
own  emotional intelligence for myself and my in in my

0:31:17.720 - 0:31:22.280 I call it emotional EQ. Um it took a long time 
to be able to to do that. I just wasn’t being

0:31:22.280 - 0:31:26.240 honest with myself. And if you think you can  do
everything yourself, it’s the worst thing

0:31:26.240 - 0:31:30.680 you can do in your company because everyone
will  be paralyzed. They’ll think, “I can’t do anything

0:31:30.680 - 0:31:35.560 without Sean doing it.” You know? And I made
that  mistake before. But it’s all about going back and

0:31:35.560 - 0:31:40.320 owning the mistake and and getting better. You 
know, I I I and and this is the same with with

0:31:40.320 - 0:31:44.240 with coaching. It doesn’t need to be owning the 
facility as well. But if you want to own your own

0:31:44.240 - 0:31:49.640 facility, you’ve got to get used to dropping 
your ego because it’s really hard. You know,

0:31:49.640 - 0:31:54.000 it’s really hard. You you’re depending on other 
people to to work for you. They’re not you.

0:31:54.000 - 0:31:58.400 They don’t pay your bills. They don’t pay  your
loans. They don’t generate, you know,

0:31:58.400 - 0:32:02.560 revenue for the company at large magnitude  that
pays your six-figure payrolls. Like,

0:32:02.560 - 0:32:06.600 you know, those are all things that the owner 
must must bear and he must do so with grace,

0:32:06.600 - 0:32:12.120 right? And that’s something I’ve really learned
o-  over the last year was was giving myself the grace

0:32:12.120 - 0:32:17.360 to to make those mistakes, but then know that
at  any given time there’s going to be 20 problems.

0:32:17.360 - 0:32:21.240 That’s okay. I’m going to go to sleep with 20 
problems. I’m going to wake up with 20 problems,

0:32:21.240 - 0:32:26.760 but I’m going to show up in a professional 
manner. I’m not going to show up emotionally.

0:32:26.760 - 0:32:32.520 You know, that that’s been a big change in my 
own leadership to my own crew here. I would guess

0:32:32.520 - 0:32:37.160 I would guess that you’ve had some moments 
throughout this process in the last 13 years where

0:32:37.160 - 0:32:41.240 you said this isn’t going to work, right? You 
that voice inside your head told you this isn’t

0:32:41.240 - 0:32:43.840 this isn’t going to work. You maybe you’re
staying  up in the middle of the night and you’re like,

0:32:43.840 - 0:32:47.840 how am I going to make this happen? What do you 
point to in those inflection points and say,

0:32:47.840 - 0:32:52.640 hey, this is why I got it done or this is what
I  turned to? Absolutely. So, the biggest thing is

0:32:52.640 - 0:33:00.640 you have to get out of wanting to prove
yourself  to others or operating out of fear. Both of those

0:33:00.640 - 0:33:04.960 will corrupt everything around you. Like,  you
have to move your mindset from a

0:33:07.920 - 0:33:13.800 because that enables you to operate out of a
place  of of love and vulnerability, which is weird for

0:33:13.800 - 0:33:18.960 me. I wish I it it my little thing broke, but
I’m  a name is Sean. I am a loving, vulnerable, joyous

0:33:18.960 - 0:33:24.040 man, right? That’s not the type of contract you 
would look if you see me, but I’m I am a leader.

0:33:24.040 - 0:33:30.040 I am I can be aggressive. I can I can go ahead
and  do stuff, but I was missing those key components

0:33:30.040 - 0:33:34.520 of how other people are going to interact with 
you, right? So, you know, I’ve done I’ve done

0:33:34.520 - 0:33:39.920 many certifications. What helped me the most is 
doing emotional leadership training, right? It

0:33:39.920 - 0:33:45.480 was super uncomfortable. It was things that I
was  not good at, but getting a hold of your emotions

0:33:45.480 - 0:33:51.840 is single-handedly one of the most powerful
tools  that you can use for your own career development,

0:33:51.840 - 0:33:56.920 your development personally with your own
personal  relationship with yourself, your significant

0:33:56.920 - 0:34:02.640 other, and then of course if you own a
business,  right? And going through each one of those hard

0:34:02.640 - 0:34:08.440 times for Absolute Certainty and ending and
then  like, I can clearly see what I was not doing well

0:34:08.440 - 0:34:11.560 and then owning it. I think that’s the problem 
with people. They’re not willing to own it and

0:34:11.560 - 0:34:16.440 be like, man, I messed up for 4 years. I don’t 
like saying that, but you got to own it. Now,

0:34:16.440 - 0:34:20.560 you may have to undo everything that you did
for  4 years. You may have to pay. Remember, there’s a

0:34:20.560 - 0:34:26.360 cost for every decision. And once you remove
your  mindset from being the victim, you can actually

0:34:26.360 - 0:34:32.200 process and get through all those decisions, 
right? I had big employee turnover and now we

0:34:32.200 - 0:34:38.600 only hire people in the company that has our
six  core values, that has our company culture in mind,

0:34:38.600 - 0:34:43.840 and that goes I I wrote a blueprint of
hospitality  for every position in the company, and we have a

0:34:44.480 - 0:34:50.120 blueprint for how we hire someone, right?  Since
implementing that, we have brought in

0:34:50.120 - 0:34:55.200 real team players that believe in the vision. I 
want to support them just as much as they want to

0:34:55.200 - 0:35:00.600 support me, you know? That was the biggest
change.  I believe the best coaches in the world understand

0:35:00.600 - 0:35:05.280 how to do that at any level that they’re
coaching  at, right? read The Go-Giver? I don’t think so,

0:35:05.280 - 0:35:11.760 but I’ll put that in my in my list of books.
You  read it you read it in an hour. Okay. It may res-

0:35:11.760 - 0:35:17.160 It may resonate with you, though. I think when 
you mentioned abundance mindset versus a scarcity

0:35:17.160 - 0:35:23.000 mindset, that came to mind. So, I think you
might  really enjoy that. So, okay. Earlier, I kind of

0:35:23.000 - 0:35:28.120 pivoting again back into this performance
realm,  earlier we were talking about having a number of

0:35:28.120 - 0:35:32.840 different types of people um or personas on  the
floor at once for strength conditioning,

0:35:32.840 - 0:35:36.840 right? You could have an older adult, you could 
have an a premier athlete in there at once. Like,

0:35:36.840 - 0:35:40.600 are they doing similar things? Are they be-  You
said one coach might be working with six

0:35:40.600 - 0:35:46.160 different people at once. How does a coach  do
that? So, one one one member may have six

0:35:46.160 - 0:35:50.280 different professionals that they’re working
with.  Got it. Okay. So, they may they may have like a

0:35:50.280 - 0:35:56.040 Yeah, so for our coaches, predominantly we’ll
do  majority is one-on-one training. We might do some

0:35:56.040 - 0:36:01.680 partner training, but majority is is
one-on-one.  And for sure, each of those people have completely

0:36:01.680 - 0:36:07.320 completely different workouts uh as one
another.  Now, if we do like NFL off-season training or you

0:36:07.320 - 0:36:11.800 know, we’ve got a group of combat athletes,
they  may have similar workouts, and some of them may

0:36:11.800 - 0:36:16.920 have differences in that in that group workout 
as well. But, what I found out is all of these

0:36:16.920 - 0:36:21.840 things, and this is interesting, golf had been
the  most helpful type of training that I’ve ever done

0:36:21.840 - 0:36:27.680 before. I forgot that I was TPI certified
fitness,  performance, level three medical. I forgot that

0:36:27.680 - 0:36:34.080 that was also expensive. What that did was it 
taught me I’m big on rotary power, anti-rotation,

0:36:34.080 - 0:36:39.600 segregating the movement of the upper and the 
lower body, but all of those things coincided

0:36:39.600 - 0:36:45.160 to where a lot of these training programs are 
really similar for the athletes. Now, remember,

0:36:45.160 - 0:36:51.200 we are not a skill development center. So, I
don’t  pretend that I’m a defensive end coach. I don’t

0:36:51.200 - 0:36:58.040 pretend that I’m a a tennis coach, but what we
do  is we help them with their biomechanics that they

0:36:58.040 - 0:37:03.800 need to facilitate their movements without
having  compensation while reducing their injury. And the

0:37:03.800 - 0:37:09.240 number one thing that I think makes us
different  is we are working on acceleration-based training,

0:37:09.240 - 0:37:13.200 right? And And we specifically use the Keiser 
for that. Like when everyone says, “Oh man,

0:37:13.200 - 0:37:17.200 I’ve never worked out like that before.” That 
That That got our nervous system wet because

0:37:17.200 - 0:37:22.520 I am trying to allow them to understand that
the  faster they initiate their movement, the more

0:37:22.520 - 0:37:27.920 power that they’re going to produce, right?
They  can cover more ground in a in in a sprint because

0:37:27.920 - 0:37:32.840 they’re opening up their stride length because 
they’re reaching acceleration at a more rapid rate

0:37:32.840 - 0:37:37.760 than the person right next to them, right? I’ll 
use like David Henry as an example in the NFL.

0:37:37.760 - 0:37:42.960 He’s not the fastest. His stride length is so 
big and powerful, he approaches terminal velocity

0:37:42.960 - 0:37:48.200 very very very quickly, right? So, again, using 
all those methodologies, and I really think that

0:37:48.200 - 0:37:54.320 focusing on that initial acceleration, how fast 
we can produce speed, has been single-handedly a

0:37:54.320 - 0:37:59.200 huge game changer for for our facility. You
know,  I think that’s what makes the workouts different.

0:37:59.200 - 0:38:05.160 They’re very specific very specific things that
we  do, you know, with the Keiser. Being able to get

0:38:05.160 - 0:38:10.680 live feedback, you know, that’s also huge,
right?  No other machine can give you live feedback. Now,

0:38:10.680 - 0:38:15.200 the cool thing is is people having seen the
analog  screen, but when they get to the digital one,

0:38:15.200 - 0:38:19.120 their mind is completely blown. We’re fortunate 
enough to have one of your deadlifts here,

0:38:19.120 - 0:38:23.560 and I’m like, “Wow, holy crap. We’ve never  seen
being able to have live feedback. Like

0:38:23.560 - 0:38:28.920 that doesn’t even make sense to them. So, all 
those tools are so helpful in the way that

0:38:28.920 - 0:38:34.120 we’re able to execute what we’re doing with the 
clients. Yeah, and my question to you would be

0:38:34.120 - 0:38:38.840 for all the pieces that you have there, is
there  one that maybe is under appreciated or you didn’t

0:38:38.840 - 0:38:44.000 fully appreciate but now you with time you’ve
come  to say wow, like this has been a a game-changer

0:38:44.000 - 0:38:50.120 for us. I think that I under because I was the
one  that was doing them all in the beginning, I under

0:38:50.120 - 0:38:55.720 appreciated our assessments. So, when I stepped 
away to run the company, I didn’t do a good job

0:38:55.720 - 0:39:00.800 of passing the torch on to everyone else and be 
like, these assessments are absolutely incredible.

0:39:00.800 - 0:39:07.520 They take what we can do on Keiser and validate 
it with data. They take the person that couldn’t,

0:39:07.520 - 0:39:12.000 you know, bend over cuz their back was hurting
and  we can see that difference on the force plates,

0:39:12.000 - 0:39:16.840 but we can also train them safely on the Keiser 
leg press because it’s not loading up their

0:39:16.840 - 0:39:21.400 their lower back. And each one of those things 
it became, “Can we validate this with data?”

0:39:21.400 - 0:39:26.240 And I didn’t appreciate the fact that we could 
do all that in the building cuz I was I just,

0:39:26.240 - 0:39:30.360 you know, I was doing it every day. So,  now
that’s a main component of of of what

0:39:30.360 - 0:39:34.160 we do with our performance coaches, our 
physical therapists is getting them to

0:39:34.160 - 0:39:38.240 utilize the assessment tools that we have  in
here and then go back and be like, “Now,

0:39:38.240 - 0:39:44.080 how can we implement this in in in the
training?“  I’ll tell you what, my my Are you You go ahead.

0:39:45.160 - 0:39:51.040 My my two favorite pieces of Keiser, this is 
really hard to pick two, but I love the squat

0:39:51.040 - 0:39:57.240 pro and I love the belt squat. Solely because
you  can still get people really strong without putting

0:39:57.240 - 0:40:01.640 that bar on their back. You know, that that’s  a
big thing is I realized that my own injuries

0:40:01.640 - 0:40:06.720 occurred from there. I watch all these NFL guys 
squat 500 lb and they’re rotating at the bottom

0:40:06.720 - 0:40:10.640 with that weight on them and I’m like, there’s
a  better way. There’s a million ways to get strong

0:40:10.640 - 0:40:16.440 and we got the tools that, you know, and and 
that’s necessary. Actually, one one item that

0:40:16.440 - 0:40:21.920 I didn’t appreciate enough was your pec fly. 
Your pec fly I started using that because it was

0:40:21.920 - 0:40:27.120 it felt kind of odd, like it wasn’t it was hard
to  get you know you inside of that movement. Then I

0:40:27.120 - 0:40:31.400 started using it myself and be like, “Okay, I
have  an appreciation for this.” Then I started using

0:40:31.400 - 0:40:36.280 it with the athletes and what I was
specifically  using it for was I would load them up real heavy

0:40:36.280 - 0:40:41.360 and have them maximally go through speed with 
that. What that did especially for the football

0:40:41.360 - 0:40:47.320 guys is I mean pec tears are very common,
right?  Bicep tears very common. And that movement there,

0:40:47.320 - 0:40:52.920 that was like, “Okay, this is a this is a great 
tool.” I underestimated what this would do. I

0:40:52.920 - 0:40:56.920 just ordered it because I wanted every piece  of
your equipment, but I was like, “Okay,

0:40:56.920 - 0:41:02.120 hold on. This has got a pretty unique place in
my  repertoire for training athletes now.” I don’t I

0:41:02.120 - 0:41:07.000 don’t spend enough You can see it. I don’t I 
clearly don’t spend enough time on it. Yeah.

0:41:07.760 - 0:41:12.560 You might You might have me beat there. I would 
I would think too that with the community aspect

0:41:12.560 - 0:41:16.920 that you’ve built, you mentioned having these
high  performers in a lot of different areas of life,

0:41:16.920 - 0:41:20.640 especially entrepreneurs, people with big 
businesses. I would imagine there’s some sort

0:41:20.640 - 0:41:25.160 of like maybe collaborations between clients 
and and some crossover that that’s a come out

0:41:25.160 - 0:41:29.000 of the gym potentially. Not that you have to 
expand on them, but it’s part of the community,

0:41:29.000 - 0:41:33.720 it’s part of the added value. That has been  one
of the coolest things ever because okay,

0:41:33.720 - 0:41:38.120 as a professional athlete, people are always 
asking for your autograph or something. They

0:41:38.120 - 0:41:42.160 want something from you, right? Well, in here, 
a lot of my members they’re a little bit older,

0:41:42.160 - 0:41:46.040 so like they’re hanging out with the athletes
in  the sauna. Then they’re then they’re getting PT

0:41:46.040 - 0:41:49.240 with them like, “Oh man, that that’s like what
you  what you guys doing out there was amazing.” And

0:41:49.240 - 0:41:53.960 then the athletes are like, “Yeah, but you’re
65  years old and you can still run and you’re doing

0:41:53.960 - 0:41:59.040 box jumps. Like we’re inspired.” And then you 
can see like this entire conversation unfolding

0:41:59.040 - 0:42:03.840 and I’m telling you that truly is the coolest 
thing. It really is the coolest thing to see

0:42:03.840 - 0:42:09.920 that the respect from the general population to 
the professional athlete when it’s wholesome and

0:42:09.920 - 0:42:14.760 authentic is really cool. I I really think that 
that’s why people like coming in here. I mean,

0:42:14.760 - 0:42:20.520 you got clients that are super successful in 
business just giving some words of wisdom to some

0:42:20.520 - 0:42:25.280 of these athletes on how to protect your money, 
you know, getting a trust, setting up an LLC.

0:42:25.280 - 0:42:29.560 They don’t want anything from them, but they
don’t  want them to go down the same path as they waste

0:42:29.560 - 0:42:33.120 everything that they had and they don’t protect 
the things that they’ve gotten in their life,

0:42:33.120 - 0:42:39.880 right? Or just on how to overcome adversity.
Maybe  the, you know, 60-year-old man, he hasn’t been a

0:42:39.880 - 0:42:43.400 professional athlete, but the athlete in there
is  recovering from an injury, but that 60-year-old

0:42:43.400 - 0:42:48.160 guy, he’s lost his business twice. He’s got a 
divorce. He, you know, he had multiple deaths

0:42:48.160 - 0:42:52.920 in the family. The conversation that can unfold 
inside is amazing. I’ve seen the interaction

0:42:52.920 - 0:42:58.880 between everyone. It makes me more invigorated 
to continue to build off of this. Like, I want

0:42:58.880 - 0:43:05.160 to build in every city the coolest feeling
places  that you could ever go to, right? Like, yes, the

0:43:05.160 - 0:43:10.240 gym will look cool. Yes, it’ll have high-tech,
but  what is it going to feel like when you come inside

0:43:10.240 - 0:43:15.280 of there? And I want it to feel like like love 
and family and you’re having fun. I think if I can

0:43:15.280 - 0:43:19.720 make the gym feel fun. Like, I remember when I
was  in college, I’m calling up all my friends, “Hey,

0:43:19.720 - 0:43:24.440 can you come to the gym at 4:00 or 3:00? Let’s 
meet after work.” It was really fun. When you lose

0:43:24.440 - 0:43:29.040 your workout partner and you’re just going
solo,  it became kind of un-fun. It became kind of like a

0:43:29.040 - 0:43:33.800 chore. But why can’t you do that when you’re
50?  Why can’t you do that when you’re 60 years old,

0:43:33.800 - 0:43:37.520 right? Why Why can’t you do that when you’re 
when when when you’re pregnant? Why can you do

0:43:37.520 - 0:43:41.560 that when it’s postpartum? Like, building  a
community and having people around you

0:43:41.560 - 0:43:46.600 that have the same goals and being able to tap 
into them is the most important. Absolutely.

0:43:47.600 - 0:43:51.720 Yeah, I’m excited just listening to all that 
and and my question for you as you think about

0:43:51.720 - 0:43:56.960 the future of Project Wellbeing and the impact
on,  you know, in the health and performance community,

0:43:56.960 - 0:44:01.600 what excites you most? What’s What is the  big
vision that you have? Yes, I wasn’t I

0:44:01.600 - 0:44:06.800 wasn’t thinking big enough before. So, the the
big  vision, number one, is going to be authenticity.

0:44:06.800 - 0:44:12.040 We have always maintained integrity. So, I will 
continue to do everything the right way. You know,

0:44:12.040 - 0:44:16.080 we we don’t have things in here that we don’t 
believe in. We don’t sell people things that they

0:44:16.080 - 0:44:21.440 do not need. Now, I understand what it really 
means to kind of create this type of culture,

0:44:21.440 - 0:44:26.320 and I want to be the largest human performance 
chain in the entire world, right? I want to go

0:44:26.320 - 0:44:32.240 international. I want a Project Wellbeing in
every  major city. You know, I’m I’m going to grow. We’re

0:44:32.240 - 0:44:36.920 going to grow into Project Wellbeing 3.0. We 
look to get a 60,000 60,000 square foot building.

0:44:36.920 - 0:44:41.960 We’re going to run that, and if the option is 
to produce a lot of franchises, we’ll do that.

0:44:41.960 - 0:44:46.040 If the option is for we have private equity, 
and we’re building out all of the locations,

0:44:46.040 - 0:44:51.520 we’ll do that. But, because we spent so much
time  before I thought, “Oh man, 12 years, like where’s

0:44:51.520 - 0:44:56.520 where’s my breakthrough?” But, what was
happening  is every single year we were getting a little bit

0:44:56.520 - 0:45:01.760 more wise and mature in order to facilitate
this  next stage of growth. And I’ll tell you what,

0:45:01.760 - 0:45:07.840 I as the leader wasn’t ready for the next stage
of  growth. I wasn’t developed enough to be a leader,

0:45:07.840 - 0:45:12.840 right? I hope you can hear my confidence I have 
in myself because it’s real because I did the

0:45:12.840 - 0:45:17.280 the leadership work in order to to be that way. 
I don’t have to be someone I’m not. I did that

0:45:17.280 - 0:45:22.960 work. It took a long time. Now, I’m excited. 
Now, not only do I believe what we can do,

0:45:22.960 - 0:45:27.680 I believe in myself to actually go ahead and
carry  out. I believe I can get investors. I believe I

0:45:27.680 - 0:45:32.920 can scale and grow the company. I believe in a 
you know, I’m an easy person to work with. I can

0:45:32.920 - 0:45:37.320 actually do the things that they say. So, 
that’s what I’m most excited about in the future

0:45:37.320 - 0:45:42.040 of Project Wellbeing. Awesome. Awesome. And
Sean,  for someone who wants to follow this journey, for

0:45:42.040 - 0:45:46.000 someone who wants to get in touch with those at 
Project Wellbeing, maybe follow on social media,

0:45:46.000 - 0:45:49.800 what are some good resources for those people?
All  right. So, we just we had to make a new Instagram

0:45:49.800 - 0:45:54.960 cuz someone wanted to hack into our 12-year-old 
Instagram. That was a that was an interesting it

0:45:54.960 - 0:46:00.760 was an identity it was an identity releaser. Got
a  brand new Instagram. It’s @projectwellbeinglv. So,

0:46:00.760 - 0:46:06.520 you can follow the company one. My personal 
Instagram is @shawnfreitas_elitecoaching.

0:46:06.520 - 0:46:12.200 And of course we have uh we we have our website 
as well. And yeah, you know, I’m always open. I

0:46:12.200 - 0:46:15.960 I have you know, coaches and stuff reach out to 
me all the time that you want to come here and

0:46:15.960 - 0:46:19.640 just spend like half the day here. I’m totally 
open to that. You know, I was blessed to be able

0:46:19.640 - 0:46:24.040 to do that a lot when I was younger. So anytime 
anyone ever wants to come, like they’re they’re

0:46:24.040 - 0:46:29.240 totally welcome to do so. It’s like the best
way  to learn and and to get into a space like if you

0:46:29.240 - 0:46:33.600 wanted to learn about me, just go knock on the 
door and ask. The worst you could get told is no,

0:46:33.600 - 0:46:38.480 but not but never asking is even worse cuz then 
you you just don’t know. Yeah, lean leans back

0:46:38.480 - 0:46:43.320 into that vulnerability that you were speaking 
about earlier. So here’s the last question I have,

0:46:43.320 - 0:46:47.360 a really important question. For those that are 
around the facility or in the Las Vegas area,

0:46:47.360 - 0:46:52.200 what is your go-to dining spot? Ooh, I’m going
to  have to say Barry’s Steakhouse. One of our clients

0:46:52.200 - 0:46:57.800 is Seen, Chef Barry. They’ve got two other
amazing  partners there and um I’ll tell you what, you Seen

0:46:57.800 - 0:47:04.720 is an incredible person. He teaches me a lot
about  hospitality. You know, he has over 100 employees

0:47:04.720 - 0:47:10.200 and every single one of them are very well 
respected. Hospitality and and the gym culture

0:47:10.200 - 0:47:15.520 is almost identical. They’re two very difficult 
businesses to manage because you have a lot of

0:47:15.520 - 0:47:21.200 overhead costs, especially in the restaurant.
But  beyond that, the food is amazing. Um it’s always a

0:47:21.200 - 0:47:26.760 a great experience there no no matter where
when  you go. They have so many professional athletes

0:47:26.760 - 0:47:31.400 that have been inside of there, but I’ll tell
you  the the number one reason is actually supporting

0:47:31.400 - 0:47:36.560 all of the owners that own that place because 
they are authentic and they’ve all risen from

0:47:36.560 - 0:47:41.840 from just being chefs, you know? Uh or being in 
hospitality. So to see them build and the the

0:47:41.840 - 0:47:46.760 place is absolutely beautiful. So that’s that’s 
going to be one of my top places to go uh in Las

0:47:46.760 - 0:47:50.240 Vegas. Barry’s Steakhouse, make sure to check
it  out. Sean, we really appreciate it. Thank you so

0:47:50.240 - 0:47:54.520 much for taking the time this afternoon to uh
be  on the Keiser Human Performance podcast. You know,

0:47:54.520 - 0:47:57.880 you’ve been a great partner for us here at
Keiser  and you know, we’re happy to do what we can on

0:47:57.880 - 0:48:01.680 our end to continue to support you and just
really  appreciate everything that you’ve done and really

0:48:01.680 - 0:48:04.920 excited to see this thing to continue to grow. 
So, thank you for your time. Absolutely. You know,

0:48:04.920 - 0:48:10.840 it’s uh it’s amazing to see you guys’ footprint 
has expanded all over the world, you know? So,

0:48:10.840 - 0:48:15.720 it it it it is truly amazing. And and you’re
still  local in California, which is awesome, you know?

0:48:15.720 - 0:48:20.440 That’s that’s so hard to do. So, I you know, I 
I I give you the accolades on on being able to

0:48:20.440 - 0:48:25.600 continue to do that. In fact, that’s probably
the  coolest thing ever to see. I’ll do a little UGC,

0:48:25.600 - 0:48:29.704 as they call it, behind the scenes. Thank you 
so much for letting me be on here, man. It was

0:48:29.704 - 0:48:33.600 [clears throat] awesome. Yeah, of course. Yeah, 
happy to do it and excited to catch up with you

0:48:33.600 - 0:48:37.720 soon and really appreciate it. And next time in 
Las Vegas, you can come knocking on that door. So,

0:48:37.720 - 0:48:41.080 thanks, Sean. Really appreciate it. Awesome.
Thank  you so much, Gabe. You have a great day. You too.