Founding member pricing$97/mo locked for life · 40 spots per intake12 leftClaim your spot

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.

Start Founder & Fit · $97/month

Cancel anytime. 60-day Show Up Guarantee. Takes 90 seconds to join.

2,400+
founders coached
180,000+
sessions logged
3.1x
avg. sessions per week
A dad and founder laughing with his two kids in the driveway at dusk

The trade

You didn't fall off. You traded down.

Nobody decides to let themselves go. It happens in trades.

The gym for a 7am client call. Lunch for whatever was in the break room. Sleep for the last 90 minutes of the day, the only ones that were actually yours.

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 people alive.

You already tried the willpower version. Eleven hard days, then a deal blew up on a Tuesday and it evaporated. That's what happens with a plan that only works on a perfect week.

You don't get perfect weeks. You haven't had one since 2019.

If you're nodding at three or more of these, you're in the right place.

A founder slumped at his desk in the late afternoon with cold coffee
01

The 2:40pm crash.

Useless from 2:40 to 3:30. You cover it with coffee and call it a personality trait.

02

The closet math.

Three sizes hanging in there. You wear one. You keep the other two for the guy you're going to be.

03

The 6:15 stranger.

You're home, but you're still in the meeting. Your kids get the leftovers of your attention.

04

The photo dodge.

You've become the guy who takes the picture so he isn't in it.

05

The “I'll start Monday” loop.

Eleven different Mondays. You know how many made it to Thursday.

06

The quiet fear.

Your dad had his first scare at 54. You've done the math. You've never said it out loud.

None of that means you're broken. It means you've been optimizing everything in your life except the one asset the rest of it runs on.

Proof of results

The numbers, before the story.

2,400+

Founders and owners coached since 2019

18.4 lbs

Average fat lost in the first 90 days

91%

Still training at the 6-month mark

3.1x

Average sessions logged per week, per member

Dave M., 44

Agency owner, 2 kids

Down 27 lbs and 4 inches in 5 months. Deadlifts 315 for the first time since college.

Tomás R., 38

SaaS founder, travels 2 weeks a month

Down 31 lbs across 7 months, all of it while living in hotels.

Kevin B., 51

Commercial construction, 3 kids

Down 22 lbs. Waist from 40 to 34. Resting heart rate down 14 points.

Ryan Calloway at 241 pounds in a tight suit at a work event
2018 · 241 lbs
Ryan Calloway today, coach and founder
Today · Coach
Who's behind this

Ryan Calloway

Nine years as a Division I strength coach. Then he left to start a logistics company and four years later weighed 241 pounds.

He had every piece of information a human could have, and still ended up thirty pounds heavier than the guys he used to coach.

Since 2019 he's coached 2,400+ owners through the system he had to build to dig himself out. Designed from scratch for men who make 200 decisions before lunch.

Personal epiphany

I knew everything. And I still got fat.

March 2018. A conference room in Columbus, biggest deal of my life. Halfway through the presentation I had to sit down, because I was sweating through my shirt and couldn't get a full breath standing up.

I said it was the room temperature. Everyone was polite about it.

I was 36. I'd spent nine years teaching athletes 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. For a college athlete, it is.

For a guy running a business, it's a decision problem. You make two hundred real decisions before noon. By 4pm the tank is bone dry — and then the industry hands you a plan that needs forty more decisions a day.

Of course it fails. It was never going to survive contact with your calendar.

You don't need more discipline. You need fewer decisions.

What I built instead

I stopped writing programs and started removing choices. One question about every piece: can this survive a bad week? If not, it got cut, no matter how good it looked on paper.

What was left is The Founder Protocol. Three sessions. One plate rule. One reset. One group of guys who notice when you disappear.

→ Here's exactly how the Protocol works

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.

01The 3x45 Engine
02The Default Plate
03The 6PM Reset
→ One outcome
A founder mid-set with a loaded barbell in a dim gym
Pillar 01

The 3x45 Engine

Three 45-minute sessions a week. Same three days. Locked like a client call.

Not five days. Three. You pick them once, they go in your calendar as recurring appointments, and they do not move.

Every session ships in three versions: full gym, garage with two dumbbells, hotel room with nothing. Heavy compound strength, because that's what protects a 45-year-old man.

Replaces: the 6-day split you found online and abandoned on day nine.

A simple high-protein plate on a desk next to a laptop and car keys
Pillar 02

The Default Plate

Nine food decisions, made once, then never again.

No tracking. No weighing. No macros. We build your nine defaults in week one: breakfast, desk lunch, client dinner, airport, and the 8:40pm empty-fridge meal.

You eat badly because at 7:50pm your decision tank is empty. So we make the right thing the zero-thought option.

Replaces: every diet you've tried that lasted eleven days.

A man sitting in his parked car in the driveway at dusk, breathing before he walks in
Pillar 03

The 6PM Reset

Eleven minutes that decide what kind of dad you are that night.

An eleven-minute protocol that flushes the workday out of your nervous system before you open the front door. Breathing, a movement sequence, and a two-question close-out.

Guys report this before they report the weight loss. Usually inside two weeks. Their wives notice first.

Replaces: the twenty minutes you sit in your parked car in your own driveway.

Three pillars. Wrapped in a group of guys who will text you on Wednesday if your Monday numbers didn't come in. That last part isn't a feature. It's the reason this works and everything else you tried didn't.

Start Founder & Fit · $97/month

Positioning

You have five options. Here's the honest comparison.

The gym membership

Cost
$60/mo
Built for your calendar
No
Works when you're traveling
You're not there
Nutrition without tracking
No
Someone notices if you disappear
No
Sustainable past week three
For 12% of members

A personal trainer

Cost
$900 to $1,400/mo
Built for your calendar
Sometimes
Works when you're traveling
You're not there
Nutrition without tracking
Gives you macros
Someone notices if you disappear
Only if you pay per session
Sustainable past week three
Until the invoice hurts

A fitness app

Cost
$15/mo
Built for your calendar
No
Works when you're traveling
Technically
Nutrition without tracking
Makes you log it all
Someone notices if you disappear
No
Sustainable past week three
Until you get bored

A bro program online

Cost
$200 to $600 one-time
Built for your calendar
No
Works when you're traveling
No
Nutrition without tracking
A plan you'll abandon
Someone notices if you disappear
No
Sustainable past week three
Almost never

Founder & Fit

Cost
$97/mo
Built for your calendar
Only for guys with your calendar
Works when you're traveling
Every session has a hotel version
Nutrition without tracking
Nine defaults. Zero tracking.
Someone notices if you disappear
Your pod notices by Wednesday
Sustainable past week three
91% still training at 6 months

What we are not

  • Not a bootcamp. Nobody is going to scream at you.
  • Not a transformation challenge. Twelve weeks of extremes isn't a result.
  • Not a 4:45am program. You already get up early enough.
  • Not five days a week. You've proven eleven times that doesn't hold.

What we are

A membership that assumes your business comes first, your family second, and training fits the space that's left. That's not a compromise — it's the design constraint.

Proof of recommendations

Don't take our word for it. Take theirs.

From a member's wife

“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.”
Sarah C. · married to a Founder & Fit member since March
bro I just carried both kids up the stairs at the same time and wasn't out of breath. i'm 49. what is happening

Pod #114 · Tuesday 9:41pm

“I've hired three trainers in the last decade. Every one of them 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.”
Dave M., 44 · Agency owner, Charlotte
“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.”
Marcus T., 41 · Manufacturing, Ohio
“I travel 14 days a month. Every program I've ever tried died on the first business trip. The hotel-room versions of the sessions are the entire reason I'm still here at month seven. Down 31 pounds and most of it happened in Marriotts.”
Tomás R., 38 · SaaS founder, Austin
put on a suit for a wedding this weekend. it's the one from 2019. it FITS. my wife cried. I might have too.

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.”
Kevin B., 51 · Commercial construction, Denver
“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.”
Andre W., 39 · Law firm partner, Chicago
“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.”
Kevin B., 51 · Commercial construction, Denver

Individual results vary. Member experiences shared with permission.

Price anchor

What this actually costs guys who do it the other way.

$1,020/mo

A trainer, 3x a week at $85

$250–400/mo

A nutrition coach who replies

$8,000/yr

An executive health program

Stack those together and you're past $1,300 a month. That's the real market rate for what's inside Founder & Fit.

Here's what you're getting

  • The 3x45 Training Engine$197/mo
  • The Default Plate System$147/mo
  • The 6PM Reset Protocol$97/mo
  • Your Accountability Pod$197/mo
  • The Monday Metrics Scorecard$147/mo
  • Live Coaching Calls, 2x monthly$297/mo
  • The Founder & Fit Community$97/mo
  • Text-a-Coach$197/mo
Total monthly value$1,376

Plus $1,485 in bonuses (listed below)

Your price

$97 / month

That's $3.19 a day. Less than the coffee you buy on the way to the office. The one you're using to cover the 2:40 crash.

And the other math

You're a numbers guy, so let's do the other one. One bad health event costs a business owner an average of nine weeks out of the seat. What are nine weeks worth in your company?

You already know the answer, and it isn't $97.

Get started · $97/month

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

  • Everything in The Founder Protocol
  • All 8 core components
  • All 5 bonuses
  • Cancel anytime, no contract, no phone call
Start monthly →

Billed monthly. Cancel in two clicks from your dashboard.

Most popular

The 90-Day Block

$247 once

$291 · works out to $82/month

  • Everything in Monthly
  • Priority pod placement — matched in 24 hours instead of the next intake
  • The Bloodwork Blueprint unlocked on day one instead of day 30
Start 90-day block →

One payment. This is the option we recommend, because 90 days is where the changes stop being about the scale and start being about how you feel at 6pm.

The Full Year

$970 /year

$1,164 · two months free

  • Everything in the 90-Day Block
  • Your 90-minute 1:1 onboarding call with a coach
  • A quarterly 1:1 strategy call, four a year
  • Founding member price locked for life
Start the full year →

Best value. Also the option with the highest completion rate, for obvious reasons.

🔒 Secure checkout · ✓ 60-Day Show Up Guarantee · ✓ Cancel anytime · Visa / Mastercard / Amex / Apple Pay

What's inside

What you get the second you join.

01value $197/mo

The 3x45 Training Engine

Twelve-week blocks that progress automatically. Every session filmed, in three versions: gym, garage, hotel room. No programming decisions left for you.

02value $147/mo

The Default Plate System

Your nine defaults, built in week one. Includes the restaurant card, the airport protocol, and the client dinner script. No tracking, ever.

03value $97/mo

The 6PM Reset Protocol

The eleven-minute audio sequence you run before you walk in the door. Plus a sleep-onset version and a 90-second emergency version.

04value $197/mo

Your Accountability Pod

Six to eight founders, matched by life stage and time zone. Guys who know your Monday numbers and text you Wednesday if you go dark.

05value $147/mo

The Monday Metrics Scorecard

Four numbers, ninety seconds, every Monday. A coach sends back a one-page adjustment by Tuesday. You're never guessing.

06value $297/mo

Live Coaching Calls, 2x monthly

Tuesdays 7:00am ET, before your first meeting. Bring a plateau, a travel week, a back that's acting up. Replays same day.

07value $97/mo

The Founder & Fit Community

Private, no algorithm, no 24-year-old influencers. Searchable archive of five years of questions from guys exactly like you.

08value $197/mo

Text-a-Coach

A direct line for the moments the program can't predict. Terminal C, second bottle of wine, broken hotel treadmill. Answer inside twelve hours.

Bonuses

Six things we include that nobody asked us to.

Running bonus value

$1,485

Bonus 1

The First 14 Days

One action a day, none longer than twenty minutes, built to get you a felt win inside two weeks. Most guys sleep better by day nine.

$297

Bonus 2

The Travel Protocol

The no-equipment hotel session, the airport eating guide, the carry-on kit, and what to do when the conference bar is open four nights straight.

$197

Bonus 3

The Dad Workouts Deck

Twenty-five real sessions you do with your kids, ages 4 to 14. They think it's a game. Our most-emailed-about bonus.

$147

Bonus 4

The Bloodwork Blueprint

The exact panel to hand your doctor, plus a plain-English guide to what those numbers mean for a man who runs a company.

$297

Bonus 5

The Sleep Stack For Overthinkers

For the founder still running the P&L in his head at 12:15am. Shutdown sequence, brain-dump protocol, environment checklist.

$197

Bonus 6 · First 100 founders only

Your 90-Minute 1:1 Onboarding Call

A live call with a coach to build your nine defaults, pick your three training days, and place you in the right pod personally. This is the highest-touch thing we do and we cannot scale it. When the 100 are gone, this comes off the page.

23 remaining

$350

Total bonus value: $1,485. Included.

Project spotlight

Three founders. Three very different weeks.

Dave lifting a loaded barbell in his garage gym
211 lbs
34" waist
315 lb deadlift

Case study 01

Dave M., 44

Agency owner · 22 employees · Charlotte, NC · Two kids

The before
238 lbs. Size 38 pants. Last real workout: 2016. Two trainers, both five-day plans, both dead inside a month.
What changed
Three sessions at 7:15am Monday, Wednesday, Thursday — calendar entries his assistant defends like client calls. Default lunch went from “whatever the team ordered” to one of three things delivered in eleven minutes.
Where he is now
Five months in: down 27 pounds, four inches off his waist, deadlifted 315 in month four. Hasn't missed a Thursday since week one.

“The trainers weren't wrong about the exercises. They were wrong about my life.”

Tomás doing a training session on the floor of a hotel room
198 lbs
7 months
3.2 sessions/week

Case study 02

Tomás R., 38

SaaS founder · Austin, TX · Travels 14 days a month

The before
229 lbs. Three failed programs in two years, each one killed by the same thing: a business trip.
What changed
The hotel-room version of every session turned a travel week into a normal week with different scenery. The client dinner script handled four nights a week of someone else picking the restaurant.
Where he is now
Seven months, down 31 pounds — roughly two-thirds of it while on the road.

“It's the first program that didn't punish me for having the job I have.”

Kevin training with his teenage son in the garage at night
232 lbs
34" waist
RHR 78 → 64

Case study 03

Kevin B., 51

Commercial construction · Denver, CO · Three kids

The before
254 lbs. 40" waist. RHR 78. A dad who had a cardiac event at 56, which Kevin had never mentioned to anyone.
What changed
Sessions moved to 7:45pm in his garage with two dumbbells, because his mornings were already gone. His oldest started joining him on Sundays.
Where he is now
Down 22 pounds, waist 40 to 34, resting heart rate down 14 points. Plus an hour a week with his 16-year-old.

“I came here for my heart. I stayed for the hour a week with my teenager.”

Individual results vary. Nothing on this page is medical advice.

Perfect persona

Let's make sure this is actually for you.

Founder & Fit is for you if:

  • You run something. The buck stops with you and your calendar reflects it.
  • You have kids at home. And the version of you they're getting isn't the one you want remembered.
  • You're 35 to 55. The decade where this 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. And it worked, right up until the week your business needed you.
  • You want strength, not a six-pack. Carry the luggage, race your kid, get off the floor quietly.

This is not for you if:

  • You're chasing a photo shoot. That needs an obsession this program deliberately avoids.
  • You want the fastest result. Those programs exist. They also retain 12% at six months.
  • You won't do the Monday check-in. Ninety seconds a week, and it's the whole feedback loop.
  • You want to be left alone. Your pod notices when you go quiet. That will annoy you.
  • You want a meal plan only. Buy a $12 ebook. We cost more than that on purpose.
  • You'll start after Q4. You said that about Q2. So will the extra nine pounds.

The 60-Day Show Up Guarantee

Do the work for sixty days: three sessions a week and your Monday check-in. That's the whole requirement. No perfect eating, no number on the scale.

If you don't feel meaningfully better in your body and in your evenings, email us. Every dollar back, and you keep the training library. No retention call.

Sixty days is longer than the eleven your last attempt survived. That's on purpose.

The eight things you're thinking right now.

Two hours fifteen a week. That's 1.3% of it. You're not finding time, you're moving it off something with a worse return, and you get it back once you start sleeping properly.

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 left

The real reason to do this today.

A dad racing his young son down the sidewalk at golden hour

I'm not going to invent urgency. Here's the actual math.

Your kids are the age they are right now. They will not be this age again.

The window where a nine-year-old wants to race his dad to the mailbox closes, and it does not reopen. The weight isn't the point — the weight is a symptom.

There's a version of you that walks in the door tonight fully present. It's about ninety days away, and every quarter you wait it gets further out. You said Q2. It's Q3.

Three sessions a week. That's the whole ask.

Claim your spot · $97/month

Everything you get for $97 a month

  • The 3x45 Training Engine, in three environment versions
  • The Default Plate System, no tracking required
  • The 6PM Reset Protocol
  • Your Accountability Pod, 6 to 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: Your 90-Minute 1:1 Onboarding Call (first 100 only)

Total value: $1,376/month + $1,485 in bonuses

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.

Built for the guy who's already carrying everything. Let's get you strong enough to keep doing it.

Founder & Fit · $97/mo

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