My new mission - are you in or out?

The choice is yours...

Hey - It's James here 👋

For starters, thanks for being a subscriber to my newsletter. I will always be tremendously grateful for your support and interaction with my content.

This email is a bit different than most as it's an invitation to join me on my next venture (An IN or OUT moment if you will)...

As you may know - I ran a training and nutrition coaching company called Rebel Performance for several years where we helped men and women from around the world transform their physiques, unlock deep health, and level up their performance.

While I love the work we did and the change we created in people's lives, I didn't feel I was having the level of impact I truly desired.

I kept talking with men we coached who felt AWESOME about the changes to their physique, health and performance, but the more I dug into their lives the more I realized the other major domains in their life (business, marriage, fatherhood, spirituality, brotherhood etc) were coming up short.

I had made the mistake of viewing the body and fitness as the endpoint. When in reality it's a through point. It's one piece to a much larger puzzle. Yes, having a strong, lean, muscular, fit, athletic body is important. Yes, I believe that fitness is the gateway drug to a better life. BUT, fitness alone is not enough.

I'm not sure how, when or why you got on my newsletter originally, but I'm sure fitness was a big part of it.

And I'm deadly serious about only showing up in your inbox if I have your permission to be there.

Which is why I am sending you this email.

I want to paint a picture of what my mission is moving forward, so you can actively choose to remain a subscriber or not.

At the bottom of this email, you’ll find an unsubscribe link. You can click that to get off this newsletter if you aren't vibing with my mission moving forward.

With that in mind...

🎯 My New Mission

I have done many things in my life and worn many hats:

• I’ve been a D1 athlete

• I’ve been in a management development program for one of the largest financial companies on the planet as a 22-year-old kid fresh out of undergrad. Responsible for maximizing performance in retail centers and managing men and women that were literally 2x my age.

• I’ve been a strength & conditioning and nutrition coach at the highest level. Coaching professional athletes, collegiate athletes, Navy SEALS, a BJJ world champion, CrossFiters, strongmen, powerlifters, bodybuilders, doctors, lawyers, accountants, CEOs, and just about everything in between.

• I’ve been featured in Men’s Health, Livestrong, Muscle and Strength, The Journal of Physiology, The Journal of Applied Physiology, and The FASEB Journal.

• I’ve consulted with special operations groups (like the SEALS) and professional sports teams (like the Washington Wizards).

• I (and my amazing team 😁) have grown an online training and nutrition coaching company to multi-six figures in 2 years.

• I’ve been a scientist with 11 academic publications to my name in the field of Integrative Physiology.

• I’ve been a husband to the love of my life and now a soon-to-be father

Each of those experiences helped me learn a bit more about myself and uncover what my strengths and passions are as a human.

Much like this quote from famed sculptor Michelangelo - “The sculpture is already complete within the marble block, before I start my work. It is already there, I just have to chisel away the superfluous material.”

As I’ve chiseled away throughout the years there’s been a consistent theme that remains - performance.

Performance is the thing that I have always been obsessed with and at my core, I am a performance coach.

I’ve built (and continue to build) optimized practices for:

• Waking

• Sleeping

• Working

• Moving

• Learning

• Eating

• Training

• Sex

• Business

• Marriage

• Fatherhood

• Spirituality

• Playing

• Mindfulness

• Productivity

• And much more

Because I intend to play this crazy game called Life at the highest level possible to enjoy it to the fullest.

I don’t know how long I am going to be here, but while I am, I have an opportunity.

I have an opportunity to be the absolute best I can be so I can live the best life I can possibly live and impact others in a meaningful way (you know - that whole leave it better than you found it idea)

Now the trick to this outcome is that it’s comprehensive. It’s not about just building a business, or just being fit, or just being spiritual, or just being a great husband, or just being productive, or just being a great dad…

It’s about being all those things (and even more).

Which is why the outcome is difficult.

It’s easy to be great at 1 thing, but most people crumble when the game becomes comprehensive.

This, however, is where I thrive.

Because if I were to assign myself a superpower it is the ability to take incredibly complex systems and turn them into simple frameworks that create these multi-variate outcomes.

Which brings me to the question I feel called to serve and work on - how do I help entrepreneur/executive dads become the Total Man?? How can I best help them build a business, body, marriage, family and life that ALL work at the highest level (without burning out, breaking down, or getting bored)?

That’s the problem I'm going to pour myself into moving forward because I genuinely believe that if I can help a man, I can help a family. If I can help a family, I can help a neighborhood. If I can help a neighborhood, I can help a town. If I can help a town, I can help a city. If I can help a city, I can help a state. And so on and so forth.

I believe the MAN in a family is the small hinge that has the power to swing a very big door (I believe the woman in a family has the same capacity. I'm just not suited to help them).

But being called to serve and work on something vs. being able to actually deliver on it are 2 very different things.

As the saying goes - “the proof is in the pudding.”

So, a few months back I recruited a small group of men to test-drive my idea in a program called Silverback (because I like the idea of being the king of your own jungle) and the results were amazing.

Not only did I have a FANTASTIC time coaching and working with the men in the group, but the program got RESULTS across the board.

Take Adam here as an example:

James Cerbie

James Cerbie on Instagram: ”@adambabcock10 is a husband, father, athlete and owner of @sustainedfitnessbos He came into Silverback stressed, overwhelmed and struggling to juggle the chaos of being an entrepreneur dad… Here’s what he found in just 16 weeks: ✅ more muscle
✅ more strength
✅ more fit
✅ more focus, clarity and productivity
✅ more time freedom
✅ more purpose
✅ more profits
✅ more love and intimacy at home … Silverback is about being the total man. The KING of your jungle. Kudos to you ADAM for showing up, putting in the work and getting the results. We’re just getting started brother 💪🏼 … Want results like Adam? Comment below or DM me the word “silverback” and I’ll get you all the details Let’s dominate.”

July 22, 2023

Now that I’ve got proof of concept (meaning I enjoy doing it AND the program gets results), everything I do moving forward will be about helping more entrepreneur and executive dads achieve this Total Man outcome.

✅ If this sounds good to you and you want to stay a subscriber, then you don't have to do anything (or if you want to subscribe you can click the button below)

❌ If this does not sound good to you and you'd like to unsubscribe, you can do that at the bottom of this email. I tried to put the link here to make it easier for you, but couldn’t figure out how to do that.

Cheers,

James

P.S. If this resonated with you, I’d love to hear it. Hit reply and let me know.

P.P.S. I’m taking on a fresh batch of men into Silverback next month. If you’d like to get a head start, hit reply with the word “Silverback” and I’ll get you the details on how the program works.