The Freedom Project

If you want to build a business, a life, and a level of performance that doesn’t collapse under pressure, you need more than “mental health.” You need mental fitness — the trainable capacity to do difficult things with clarity, calm, and control. In this episode, I break down what mental fitness actually is, why so many high performers hit invisible limits, and how I went from anxious, depressed, and overwhelmed to Royal Marines Commando, business owner, father and coach to elite performers. You’ll hear how mental fitness is built through deliberate sets and reps, how your brain adapts under stress, and the four domains you must train if you want to increase your capacity rather than drain it. If you’ve ever felt like you are the bottleneck in your business or your life… this episode will show you why — and what to do next.

Most people still believe excellence is a gift. This episode shows you why that idea is false — and why that belief is quietly capping your potential. Today I break down one of my favourite pieces of performance research: The Making of an Expert by Anders Ericsson (the researcher behind Peak). It’s a rare, compact overview of what actually creates world-class performance in any field — business, coaching, sport, relationships, leadership, anything. Inside, we cover: • why experts are made, not born • why “being talented” predicts nothing • why most founders plateau early • the real definition of expertise (and why it’s uncomfortable) • what deliberate practice actually looks like • why most people never come close to their potential • how to structure your own path to elite performance • the role of coaches, feedback, and psychological stretch • why your mind — not your tactics — determines your ceiling If you’re a founder who feels capable of far more than you’re currently producing, this episode will give you a scientific blueprint for becoming exceptional — not through motivation, but through real sets and reps. This is how world-class performers are built. And it’s available to you.

If you've ever found yourself mentorship-hopping, this is for you

What if excellence isn’t about talent or luck—but about doing ordinary things exceptionally well? In this episode, Tom explores The Mundanity of Excellence, a little-known research paper that reveals how Olympic athletes, elite entrepreneurs, and high-performers reach the top. Learn how small qualitative shifts—not more hours or “grind”—create exponential growth. If you’ve ever wondered how to reach your next level of performance, this will change how you see success forever.

Today I'm bringing you a conversation with my client, Joe Parish. It's a deep dive into how he levelled up his performance and what that looks like for your growth Enjoy

"the quickest way to your next level is directly through the emotion you least want to feel". What does that mean and how do you apply it to your growth?

Most people fail not because they lack goals—but because they never plan for reality. In this episode, you’ll learn a simple, proven psychological method to bypass procrastination and make execution automatic. Grounded in neuroscience, Stoic philosophy, and behavioural studies, If-Then Plans will change the way you approach your most important tasks.

Today I share the key teachings form this week of coaching, including:   1 - How to develop more grit so you can thrive 2 - Overcoming limiting beliefs in your business 3 - How your money mindset could be making you poor 4 - Navigating tough leadership decisions.   Enjoy!

Your free mental fitness assessment: https://tom-zxkuptpo.scoreapp.com I deconstructed Joe Rogan's psychology so you can apply it to your life. Give me 8 minutes and I'll teach the 5 tools Joe Rogan uses to become insanely successful. (From a master mental fitness coach).

What separates those who push through brutal setbacks from those who give up? In this episode, Tom shares a raw story from Royal Marines Commando training to uncover the psychological skill more powerful than talent: grit. You’ll learn why most business owners unknowingly train their minds to quit—and how to rewire your brain for unshakable resilience, using neuroscience-backed tools like the Reticular Activating System. Plus, you’ll hear how one founder transformed her mindset and results in just 12 weeks.