DIESTRONG Founders Program

You built a successful business. At what cost?

Your health? Your family? A company that still can't run without you? An ambition smaller than it used to be?

Building a successful business proves you can build. It doesn't prove you built the rest of your life as well. Or that you're building the best life you could. That gap is where I work.

What's frango?

In Brazil, frango means chicken. In the gym, it's the person going through the motions. Half reps. Phone between sets. Always using the weight they know they can handle. They show up, but they're not really doing the work. It shows in their physique and everywhere else in their lives.

I use frango more broadly. You can build a great company and still be a frango. Neglect your health, give your family whatever energy is left, build a company that cannot function without you, keep doing what already works because it's safer than asking what you could build next.

Frango isn't about being small. It's about thinking small. And success is a very good place for it to hide.

What's DIESTRONG?

DIESTRONG is the philosophy and framework I built to fight the frango inside us. It looks at your life from the inside out: Foundation builds your capacity through Body, Mind, and Spirit. Compass sets your direction through Identity, Values, and Mission. Arenas are where all of that becomes real through Family, Work, and Citizenship.

It gives us a way to look at your whole life instead of optimizing one part while the others run on leftovers. We find where you're strong, where you're drifting, and where what you say matters no longer matches how you actually live. Then we work on the gap.

Who this is for?

This is for founders who have already built a successful business. I'm not here to teach you how to become a founder or how to survive your first company. You've already proved you can build.

Maybe something important has quietly been drifting for years. Or maybe nothing is falling apart. Maybe you've just stopped demanding as much from yourself as you once did. Or stopped believing you're capable of much more.

The offering

I'll work with you through DIESTRONG, one-on-one. We start with health. If your health needs work, we improve it. If it's already strong, we raise the bar.

From there, we work through the full framework and focus where the biggest gap is. That might be your family, your identity outside the company, your mission, your relationships, your succession plan, or the uncomfortable realization that you don't want the life you spent years building.

This is not business coaching. Your company will come up because work is part of your life, but I'm working with you, not your business. I'll challenge what you're doing, what you're avoiding, and sometimes what you think you want.

We meet once a week. Between calls, you have direct access to me when something comes up that shouldn't wait until the next conversation. I bring the framework, perspective, questions, and challenges. You do the reps, and you bring your own perspective, questions, and challenges too. This works as a collaboration, not a lecture.

The program

$2,000 per month. Three-month minimum, twelve-month maximum. By application.

The twelve-month limit is intentional. I don't want you dependent on me. Our work should make you better at seeing your own gaps, setting and holding your own standards, and raising them without someone else's help.

The fee exists because commitment matters. You should have skin in the game, and so should I. If at any point you genuinely believe this isn't working for you, we'll stop, and I'll refund what's left.

Before we're done, we'll build your version of DIESTRONG. Something you can keep using without me, and eventually use to make the people around you stronger too.

That's how this scales. One person at a time.

Apply

If you've built a successful business and know the rest of your life could be stronger, apply here.

Don't be a frango.

#DIESTRONG