01
The 2:40pm crash.
Useless every afternoon. Coffee covers it. You call it a personality trait.
For founders, owners, and operators — who are also dads
Become the person your family deserves.
Founder & Fit gets you lean, strong, and full of energy on three 45-minute sessions a week. No 5am misery. No meal prep Sundays. No missed bedtimes.
Cancel anytime · 60-day Show Up Guarantee · Takes 90 seconds to join
2,400+ founders coached
180,000+ sessions logged
3.1× avg sessions / week
Pod 114 · Intake open
Live · 12 spots
03 · The problem
You didn’t fall off. You traded down.
Nobody wakes up and decides to let themselves go. It happens in trades. The gym for a 7am call. Lunch for whatever was in the break room. Sleep for the last 90 minutes of the day.
Every trade made sense on the day you made it.
Each one was a small yes. Together they cost you fifteen years of energy.
You’ve fixed cash flow, hiring, churn, a bad partner, a failed launch. You’ve built things from nothing. And you can’t fix this one.
That’s not a discipline problem. It’s a system problem. And you know the difference better than most.
You’ve tried the willpower version. You went hard for eleven days. Then a deal blew up on a Tuesday and it evaporated. That’s what happens when the plan only works on a perfect week — and you haven’t had one since 2019.
If you’re nodding at three of these, you’re in the right place.
02
The closet math.
Three sizes hanging in there. You wear one. You keep the other two.
03
The chair pain.
Your lower back hurts and you’re not old enough for that.
04
The 6:15 stranger.
Technically home. Still in the meeting. Your family gets the leftovers.
05
The photo dodge.
You’ve become the guy who takes the picture so he isn’t in it.
06
The “I’ll start Monday” loop.
Eleven Mondays. You know how many made it to Thursday.
07
The mirror negotiation.
You’ve started sucking it in when nobody’s watching.
08
The comparison.
Business up. Revenue up. You feel worse than you did when you were broke.
09
The quiet fear.
Your dad had his first scare at 54. You’ve done the math. You’ve told no one.
10
The apology.
“In a minute, buddy.” You hear it land. And you keep working.
You’ve optimized everything in your life except the one asset the rest of it runs on.
05 · The proof
The numbers, before the story.
2,400+
Founders coached since 2019
18.4 lbs
Avg fat lost, first 90 days
91%
Still training at 6 months
3.1×
Sessions logged / week
Dave M., 44
Down 27 lbs and 4 inches in 5 months. Deadlifts 315 for the first time since college.
Tomás R., 38
Down 31 lbs across 7 months, all of it while living in hotels.
Kevin B., 51
Down 22 lbs. Waist 40 to 34. Resting heart rate down 14 points.
2018 · 241 lbs
Who’s behind this
Ryan Calloway. Former D-I strength coach. Also a guy who once weighed 241 pounds.
Nine years writing programs for Division I athletes who got drafted. Then he left to start a logistics company — and four years later weighed 241 pounds.
He had every certification, every piece of information. That’s the part that matters. Since 2019 he’s coached 2,400+ founders through the system he had to build to dig himself out. Not a bodybuilding program with the volume turned down. Something designed for men who make 200 decisions before lunch.
CSCS · Former D-I S&C coach · 2,400+ founders coached
06 · The epiphany
I knew everything. And I still got fat.
Tuesday, March 2018. I’m pitching the biggest deal of my life in a Columbus conference room. Halfway through, I had to sit down.
Not for drama. I was sweating through my shirt and couldn’t get a full breath standing up. I blamed the room temperature. Everyone was polite about it.
I was 36. I’d spent nine years teaching 19-year-olds how to build bodies that could do anything — and I couldn’t climb the stairs at my own office without planning it.
The thing I got wrong for nine years
I thought fitness was an information problem. It isn’t. Not for us.
For a college athlete it is. He shows up at 6am because that’s his job, someone feeds him, someone checks his sleep. For a guy running a business, it’s a decision problem — and by 4pm your decision tank is empty.
Then the fitness industry hands you a plan that requires forty more decisions a day. Of course it fails.
You don’t need more discipline. You need fewer decisions.
What I built instead
I stopped writing programs and started removing choices. I asked one question of every component: can this survive a bad week? If not, it got cut.
What was left after two years is The Founder Protocol. Three sessions. One plate rule. One reset. One group of guys who notice when you disappear.
07 · The mechanism
The Founder Protocol.
Three pillars. That’s the entire system. If something didn’t survive a bad week, it isn’t in here.
3×45 EngineMove
Default PlateEat
6PM ResetRecover
01
The 3×45 Engine.
Three 45-minute sessions a week. Same three days. Locked like a client call.
Not five days. Three. You pick them once at onboarding, they go into your calendar as recurring, and they do not move. Past 45 minutes, for a guy under this much stress, you’re just adding recovery debt.
Every session ships in three versions — full gym, garage with two dumbbells, hotel room with nothing. Built on heavy compound strength, because that’s what actually protects a 45-year-old body.
Replaces · the 6-day split you abandoned on day nine
02
The Default Plate.
Nine food decisions, made once, then never again.
No tracking. No weighing. No macros. Instead, we build your nine defaults in week one. Default breakfast. Default desk lunch. Default client dinner. Default airport meal. Default “nothing in the fridge” meal.
You decide them once, while your brain is fresh. Then you stop deciding. Because at 7:50pm on a Thursday, you’ll always eat whatever requires zero thought — so we make the right thing the zero-thought option.
Replaces · every diet you’ve tried that lasted eleven days
03
The 6PM Reset.
Eleven minutes that decide what kind of dad you are that night.
Between when you stop working and when your family gets you is about four minutes. You spend it on your phone in the driveway. Then you walk in still carrying the day. Present in body. Gone in the head.
The Reset is an eleven-minute protocol — breathing, a movement sequence, and a two-question written close-out — that flushes the workday before you open the front door. Guys report the difference inside two weeks. Their wives notice first.
Replaces · twenty minutes in your parked car in your own driveway
Three pillars — wrapped in a group of guys who will text you Wednesday if your Monday numbers didn’t come in. That last part isn’t a feature. It’s why this works.
08 · The comparison
You have five options. Here’s the honest one.
| Gym Membership | Personal Trainer | Fitness App | Bro Program | Founder & Fit | |
|---|---|---|---|---|---|
| Cost | $60/mo | $900–1,400/mo | $15/mo | $200–600 once | $97/mo |
| Built for a guy with your calendar | No | Sometimes | No | No | Yes. Only for guys with your calendar. |
| Works when you’re traveling | You’re not there | You’re not there | Technically | No | Every session has a hotel-room version |
| Handles nutrition without tracking | No | Gives you macros | Log everything | Meal plan you’ll abandon | Nine defaults. Zero tracking. |
| Someone notices if you disappear | No | If you’re paying per session | No | No | Your pod notices by Wednesday |
| Addresses energy at home | No | No | No | No | The 6PM Reset. Full pillar. |
| Sustainable past week three | For 12% of members | Until the invoice hurts | Until you get bored | Almost never | 91% still training at 6 months |
What we’re not.
We are not a bootcamp. Nobody is going to scream at you.
We are not a transformation challenge. Twelve weeks of extremes followed by twelve months of rebound is not a result.
We are not a supplement company with a program attached.
We are not going to ask you to be up at 4:45am. You already get up early enough.
And we are not going to pretend you can do this on five days a week. You can’t. You’ve proven that eleven times.
What we are.
A membership that assumes your business comes first, your family comes second, and your training has to fit in the space that’s left.
That’s not a compromise. That’s the actual design constraint. Everything in the Protocol was built around it.
13 · Recommendations
Don’t take our word. Take theirs.
Written by members. Screenshots pulled from real pod threads with permission.
“I want to be careful how I say this. He’s lost weight before. That’s not the difference. The difference is he comes home now. Actually comes home. He’s in the room. He hasn’t been in the room since 2020. I don’t know what’s in that eleven-minute thing he does in the driveway but please don’t ever take it away.”
“I’ve hired three trainers in the last decade. Every one built me a program for a guy who doesn’t exist. This is the first one built for the guy I actually am. Down 27 pounds and I have not missed a single Thursday session in five months.”
Pod #114 · Tuesday 9:41pm
“I’m going to say the quiet part. I signed up because of the way I looked. I’ve stayed because of what happens at 6pm. My kids have a different dad now. I’m not exaggerating and I don’t care how that sounds.”
“I travel 14 days a month. Every program I’ve ever tried died on the first business trip. The hotel-room versions are the entire reason I’m still here at month seven. Down 31 pounds and most of it happened in Marriotts.”
Pod #96 · Sunday 4:12pm
“The pod is the thing. I’ve paid for coaching that cost eight times this and nobody once noticed when I disappeared for three weeks. Week two here, I skip a Monday check-in and I’ve got four guys in my phone by Wednesday afternoon asking if I’m alright. That’s not a feature you can fake.”
“I hate that this worked. I’ve spent years telling myself I was too busy. Turns out I was just following plans built for people with nothing else going on.”
“My resting heart rate is down 14 points. My last panel came back better than it did when I was 39. My doctor asked what I was doing. I sent him the link.”
Dave’s 5-month story4:12
Why Tomás almost quit in week 33:38
A pod call, recorded with permission6:04
09 · What it actually costs
What this costs guys who do it the other way.
A personal trainer three times a week: $1,020/mo. A nutrition coach who’ll actually text back: $250–$400/mo. An executive health program: $8,000/yr and you see someone twice.
Add an accountability group, a strength program, and a recovery protocol and you’re past $1,300/mo.
That’s the real market rate for what’s inside Founder & Fit.
3×45 Training Engine$197/mo
The Default Plate System$147/mo
The 6PM Reset Protocol$97/mo
Your Accountability Pod$197/mo
Monday Metrics Scorecard$147/mo
Live Coaching Calls, 2× / mo$297/mo
The Founder & Fit Community$97/mo
Text-a-Coach$197/mo
Monthly value$1,376
Plus $1,485 in bonusesIncluded
Your price$97 / month
That’s $3.19 a day. Less than the coffee you buy to cover the 2:40 crash.
One bad health event costs a founder nine weeks out of the seat. You know what nine weeks are worth in your company. It isn’t $97.
Get started · $97 / month10 · Pricing
Pick your commitment level.
Same program in all three. The only difference is how far ahead you’re willing to commit — and what we throw in for it.
Monthly
$97/month
Billed monthly · cancel anytime
- Everything in The Founder Protocol
- All 8 core components
- All 5 core bonuses
- Cancel in two clicks — no phone call
Billed monthly. Cancel from your dashboard.
Most popular
The 90-Day Block
$247once
- Everything in Monthly
- Priority pod placement (24 hrs, not next intake)
- The Bloodwork Blueprint unlocked on day one
- Coach-reviewed 60-day recap
One payment. Recommended — 90 days is where changes stop being about the scale.
The Full Year
$970/year
- Everything in the 90-Day Block
- 90-minute 1:1 onboarding call
- Quarterly 1:1 strategy call, 4×/yr
- Founding member price locked for life
Best value. Highest completion rate.
🔒 Secure checkout·
60-day Show Up Guarantee·
Cancel anytime·
Visa · Mastercard · Amex · Apple Pay
11 · What you get
What you get the second you join.
Eight components. Zero fluff. Ship the second you check out.
01 · 3×45 Engine$197/mo value
The 3×45 Training Engine
Twelve-week blocks that progress automatically. Every session filmed from two angles. Three environment versions: full gym, home, hotel room.
02 · Default Plate$147/mo value
The Default Plate System
Your nine defaults, built with you in week one. Restaurant card, airport protocol, client dinner script, six family dinners your kids will eat.
03 · 6PM Reset$97/mo value
The 6PM Reset Protocol
The eleven-minute audio sequence before you walk in the door. Plus the sleep-onset version and the 90-second emergency version.
04 · Your Pod$197/mo value
Your Accountability Pod
Six to eight founders, matched by life stage and time zone. They’ll text you Wednesday if you went dark. Single biggest reason retention is 91%.
05 · Monday Metrics$147/mo value
The Monday Metrics Scorecard
Four numbers, ninety seconds every Monday. A coach reviews it and sends back a one-page adjustment by Tuesday. Never more than seven days from a course correction.
06 · Live Coaching$297/mo value
Live Coaching Calls, 2× a month.
Tuesdays at 7:00am ET — scheduled before your first meeting. Bring anything. Replays same day.
07 · Community$97/mo value
The Founder & Fit Community
Private platform. No algorithm. No 24-year-old influencers. Five years of searchable questions from guys exactly like you.
08 · Text-a-Coach$197/mo value
Text-a-Coach.
For the moments the program can’t predict. Terminal C, client ordered a second bottle, hotel gym with a broken treadmill. Answer inside 12 business hours.
12 · Bonuses
Six things we include nobody asked us to.
One-time value: $1,485. Included.
Bonus 01
14
The First 14 Days — fast-start protocol
Value $297
One action a day for two weeks. None over twenty minutes. Built to get you a visible, felt win before motivation runs out. Most guys are sleeping better by day nine.
Bonus 02
✈
The Travel Protocol.
Value $197
Everything for the road: no-equipment hotel session, airport eating guide, three-item carry-on kit, time-zone reset. Plus: what to do when the conference has an open bar for four nights straight.
Bonus 03
25
The Dad Workouts Deck.
Value $147
Twenty-five workouts you do with your kids, ages 4 to 14. They think it’s a game. It’s a real session. The bonus guys email us about most.
Bonus 04
Rx
The Bloodwork Blueprint.
Value $297
The exact panel to hand your doctor — plus a plain-English guide to what the numbers mean for a founder between 38 and 55. How you stop guessing about the thing you’re quietly most worried about.
Bonus 05
Zz
The Sleep Stack for overthinkers.
Value $197
For the founder still running the P&L in his head at 12:15am. A shutdown sequence, a written brain-dump protocol, and the environment checklist. The highest-leverage thing on this page — and the thing you’ve deprioritized the longest.
🔥 Bonus 06 · Scarce
1:1
Your 90-minute 1:1 onboarding call.
Value $350 · First 100 founders only
A live call to build your nine defaults, pick your three training days, and place you in the right pod personally. Highest-touch thing we do. When the 100 are gone, this comes off the page.
23 remainingTotal bonus value: $1,485. Included at $97/month.
15 · Case studies
Three founders. Three very different weeks.
Real weeks. Real numbers. Individual results vary.
Case 01 · Dave M.
Agency owner · 22 employees · Charlotte, NC · Two kids, 9 and 6
Dave M., 44
The Problem
238 lbs. Agency grew from four to twenty-two in three years — calendar was a wall of thirty-minute blocks 8 to 6. Two trainers, both 5-day plans, both dead inside a month. A five-day plan has zero tolerance for a bad Tuesday, and Dave had a lot of bad Tuesdays.
What Changed
Three sessions on Monday, Wednesday, Thursday at 7:15am — calendar entries his assistant defends like client calls. Default lunch went from “whatever the team ordered” to three things he can get delivered in eleven minutes.
211 lbsCurrent weight
34"Waist
315 lbDeadlift
The trainers weren’t wrong about the exercises. They were wrong about my life.
Case 02 · Tomás R.
SaaS founder · Austin, TX · Travels 14 days a month · One kid, 3
Tomás R., 38
The Problem
229 lbs. On the road half of every month. Nine good days home, eleven bad on the road, restarting felt worse than quitting. Entire sales process happened over dinner — someone else was choosing the restaurant four nights a week.
What Changed
The hotel-room version of every session turned travel weeks into normal weeks with different scenery. The client dinner script let him eat well without making it weird. Seven months in — two-thirds of the loss happened while traveling.
198 lbsCurrent
7 moDuration
3.2×Sessions/week even traveling
It’s the first program that didn’t punish me for having the job I have.
Case 03 · Kevin B.
Commercial construction · Denver, CO · Three kids, 16, 13, 9
Kevin B., 51
The Problem
254 lbs. Resting heart rate 78. His dad had a cardiac event at 56 — something Kevin thought about every other day and had never said out loud. Every program wanted his mornings. His mornings were already gone.
What Changed
Three sessions moved to 7:45pm in his garage with two adjustable dumbbells. His oldest started joining him Sundays. The Bloodwork Blueprint turned vague dread into a set of numbers he could actually move.
232 lbsCurrent
34"Waist (from 40)
78 → 64Resting heart rate
I came here for my heart. I stayed because I get an hour a week with my teenager that I would not otherwise have.
14 · Perfect fit
Let’s make sure this is actually for you.
Founder & Fit is for you if
You run something.A company, a firm, a practice, a team. The buck stops with you and your calendar reflects it.
You have kids at home.And the version of you they’re getting right now is not the version you want them to remember.
You’re between 35 and 55.The decade where this either gets handled or gets much harder.
You have three hours a week.Not ten. Three. If you have ten, you don’t need us.
You’ve tried before.More than once. And it worked — right up until the week your business needed you.
You want strength, not a six-pack.You want to carry the luggage, race your kid, and get off the floor without making a noise.
You’d rather be told the truth than be motivated.You don’t need a hype man. You need a system and someone who notices.
You can commit to 90 days.Not forever. Ninety days of showing up three times a week.
This is not for you if
You’re chasing a stage or a photo shoot.That requires a level of obsession this program is deliberately designed to avoid.
You want the fastest possible result.There are more aggressive programs. They also have a 12% six-month retention rate. Go get one if that’s the trade you want.
You won’t do the Monday check-in.It’s ninety seconds a week and it’s the whole feedback loop. Without it we’re guessing, and so are you.
You want to be left alone.Your pod will notice when you go quiet. If that sounds like pressure instead of support, this will annoy you.
You’re looking for a meal plan and nothing else.Buy a $12 ebook. We’re not that, and we cost more than that.
You’re not willing to move three hours.Not find three hours. Move them. They’re already in your week, spent on something else.
You think you’ll start after Q4.You said that about Q2. We’ll be here. But so will the extra nine pounds.
You want someone to do it for you.We remove every decision we can. We can’t do the 45 minutes for you.
The 60-Day Show Up Guarantee
Do the work for sixty days. That means your three sessions a week, and your Monday check-in. That’s the whole requirement — we’re not asking you to be perfect on food or hit a number on the scale.
If at the end of those sixty days you don’t feel meaningfully better in your body and in your evenings, email us. We refund every dollar you’ve paid. And you keep the training library.
We’re not going to make you fight for it or sit through a retention call. You submitted your check-ins, so we can see exactly what you did. Two emails and it’s done.
Sixty days is longer than the eleven days your last attempt survived. That’s on purpose.
The eight things you’re thinking right now.
“I genuinely don’t have time.”
Three sessions. Forty-five minutes. Two hours and fifteen minutes a week, which is 1.3% of it. You’re not looking for time you don’t have — you’re moving time you’re currently spending on something with a worse return. Most guys find it between 9:40pm and 11:15pm, and they get it back with interest because they start sleeping properly.
“I’ve tried everything and nothing sticks.”
Everything you tried was built for someone with a predictable week. You don’t have one. That’s not a character flaw — it’s a design mismatch. The entire Protocol was built by asking one question of every component: does this survive a bad week? If it didn’t, we cut it.
“$97 a month adds up.”
It’s $3.19 a day and it’s the least expensive line item in your business, because you are the business. Compare it against one personal training session — which is $85 and happens once.
“I’m too far gone to start.”
Kevin was 51 and 254 pounds. Our oldest active member is 63. The program starts wherever you are, and week one is deliberately easy enough that guys complain about it. That’s on purpose too. Week one is not about training — it’s about proving to yourself you’ll show up.
“My schedule is genuinely unpredictable.”
So was Tomás’s, and he’s on the road half the month. That’s exactly why every session ships in three versions and why the eating system requires zero planning. Unpredictability was the design constraint — not an edge case.
“I don’t want to be in a group chat.”
Fair. Your pod is six to eight guys, it’s not a firehose, and the whole rhythm is one check-in Monday and one scorecard Friday. You control your notifications. But be honest about this one: the guys who engage with their pod stay, and the guys who don’t, mostly don’t.
“What if I have an injury?”
Every session has regressions built in, and Text-a-Coach exists partly for this. Send us what’s going on and we’ll adjust it. We are not going to tell you to push through a bad shoulder — that’s how people end up back where they started.
“What if it doesn’t work for me?”
Then you take the guarantee. Sixty days, show up, and if it hasn’t done what we said, you get your money back and you keep the library. The risk here is genuinely on our side of the table.
▸ Pods are capped at 8 men. We build them by hand — matched on life stage and time zone — which means we can onboard 40 new members per intake.
▸ Founding member price is $97/mo. It goes to $147 for everyone who joins after this intake. If you’re in now, you’re at $97 for as long as you stay.
12 of 40 spots remaining · Bonus 6 has 23 left17 · The real reason to do this today
Your kids are the age they are right now.
No fake countdown timers. Just the actual math.
They will not be this age again. The window where a nine-year-old wants to race his dad to the mailbox is short. It closes, and no amount of money you make afterward buys it back.
The weight isn’t the point — it’s a symptom. The point is that there’s a version of you that walks in the door tonight fully present. That version is ninety days away. Every quarter you wait, it gets a little further out.
You said Q2. Then after the summer. It’s Q3.
Three sessions a week. That’s the whole ask.
Claim your spot · $97/monthEverything you get for $97 a month
- The 3×45 Training Engine, three environment versions
- The Default Plate System, no tracking required
- The 6PM Reset Protocol
- Your Accountability Pod, 6–8 founders
- The Monday Metrics Scorecard, coach-reviewed weekly
- Live Coaching Calls, twice a month
- The Founder & Fit Community
- Text-a-Coach, direct line
- Bonus 1: The First 14 Days
- Bonus 2: The Travel Protocol
- Bonus 3: The Dad Workouts Deck
- Bonus 4: The Bloodwork Blueprint
- Bonus 5: The Sleep Stack for Overthinkers
- Bonus 6: 90-minute 1:1 onboarding call (first 100 only)
18 · The last step
Start Founder & Fit today.
Your price · $97 /month
Start Founder & Fit today
60-day Show Up Guarantee. Cancel anytime — two clicks, no phone call. Takes 90 seconds to join.