Bedros Keuilian Podcast Show - Attack The Hill - 159

Episode Date: July 29, 2020

Some men have what it takes to achieve the most powerful versions of themselves, the majority do not. In this episode you’ll discover the greatest takeaways Bedros, Ray ‘Cash’ Care and Steve Ekhart share from their experiences coaching and leading men in the PROJECT. You’ll also discover more about what the LTD Project is and how you can personally work with Ray and Steve to rapidly drive impact in your organization.   Here’s what you’ll discover:   1:07 - Meet Steve Eckert, Marine, Entrepreneur and kick ass Project Instructor and discover his first big commitment in life.  2:50 Meet Ray ‘Cash’ Care the Navy Seal, Entrepreneur and Project instructor and discover his journey to becoming a Navy Seal from a young age.  8:00 The Project is born and gets its name from Bedros business partner, MMA fighter and V.P. of TRULEAN supplements Erin Alejandrino. 8:47 Hear how the final PROJECT instructor came about and see how this former SWAT officer Matt Snyder helps men become modern day knights. 11:10 The best way to understand what the project is and what it can do for you as a man committed to leveling up in your life no matter the cost. 12:20 Can you resist the urge to quiet when it truly gets difficult?  13:00 Ray explains what BUDS training in the seals is and how he built it into the PROJECT program.  17:30 What makes the PROJECT truly unique and what it takes to really last after you graduate. The standard must be kept in order to remain a modern day Knight.  23:24 Success in one area of your life doesn’t equal success in all areas of your life. You must be well rounded. 28:44 Steve breaks down what’s going on in the mind right before someone quits in the PROJECT or in life. You have two types of thoughts during reflection. 30:37 Desk time and Bedros personal favorite desk time activity during the PROJECT. Bitch, Best and the Beast. 32:47 Attack the hill and why this mind set is required to grow into the most powerful version of yourself that’s built to last.  39:40 What is the LTD Project and who is it built for? Discover how Ray and Steve work with Entrepreneurs and their teams to rapidly drive impact and growth. 50:00 Ray and Steve share their funniest moments from the military and how staying positive when in the most difficult of times is the real key to dominating life and business adversities.  "When you start approaching life with the attack the  hill mindset, you’re going to be more dominant in everything that you do with your family, your fitness, your finances and your faith" - Ray ‘Cash’ Care --   Follow me on Instagram: @bedroskeuilian &nb

If you start taking that mindset and that approach to life, that attack the Hill mindset, you are going to be more dominant in everything you do with your family, your fitness, your finance, and your faith. Hey, welcome to another episode of The Empire Show. I'm Bedros Kulian, and this is an inside look. And today we've got two very special people to me. They are not only dear friends, they are also business partners of mine. We've got former Navy SEAL, Ray Cash Care, and we've got U.S. Marine, Steve Eckhart.

And we are about to do a deep dive into what's happening here with COVID-19 crisis. We're going to talk about the project and how the state of men and the state of mind of men and, of course, leadership and some fun stories that you guys haven't shared before and hopefully we'll get to share here. So gentlemen, welcome. Thank you, sir. Thanks for having us. All right. So, Steve, let's start with you.

How long ago were you a Marine and how did you get into the Marine Corps? What made you go down the Marine Corps? How long ago? Still am. Oh, right. That's right. Can you explain that? Because the first time I asked that question, you snapped at me. Can you explain to our audience why you still are? Well, it sounds like navies could be former Navy Seals.

There's no other things as a former Marine. Once you're a Marine, you're always a Marine, and that's what they expect, that's, to live according to the code and the values your entire life. Now, you said, how did I get into the Marine Corps? Because I wasn't exactly living according to those codes and values before the Marine Corps. So now I've got to ask you to expand on that. How did that unfold?

Well, the Marine Corps gives you, you have to do a minimum of an eight-year contract, four years active and four years reserve, inactive reserve. So it's an eight-year commitment you have to make. So it was either that eight-year commitment or three to four-year commitment somewhere else. So I chose the eight-year commitment. Gotcha, got you. I'm glad you made the right commitment to the Marine Corps. And Ray, you know, I don't think a lot of people know, they see you on my social media,

they see both of you on my social media, but I don't know. I don't think they know how you've gone into the Marine Corps, or I'm sorry, into the... He couldn't get into the Marine Corps. They have height standards. Into the scene program. And guys, if you, I got to tell you, I wish I could wear a helmet cam during the 75 hours of the project and broadcasted live because the... No, there would be no more project after the first class. But the hijinks between the two of you behind the scenes would be fascinating.

The world would just be hooked on that show. So these two really do ham it up, and it's like 75 hours of great entertainment for me as we change lives of men. But you decided that you're going to become a Navy SEAL. Was that like a life goal, or did you hear about it? How do you become a Navy SEAL? Well, you know, I was told I was a piece of shit my whole life. And from all the way from my mother to my friends, just you're never going to mount to nothing. And, you know, boo-hoo poor me.

And I went into the recruiters because I was getting in a lot of trouble. and it wasn't, it wasn't judge ordered, but if I didn't make that change, we talk about, you know, pivoting my life, I was going to be going down the wrong path, went into the recruiters. It's funny, I actually originally went into, I took my ASVAB test, bombed it, just horrible. What is the ASVAB? AsVab is an aptitude test you take where it gives you, like, placement of what you can do in the military, and I didn't place real high. So it was like barber or medic?

That was my two things. And I was like, wow, medic to save lives where I could like cut hair. Okay. Went in and I saw. So how is a barber and medic have the same skill sex? I know. You're good with the scalpel? You're good with a scalpel.

I wouldn't want my barber to do any kind of medical stuff on me. I know. But when I went in there, I was talking, I saw this pamphlet on Navy SEALs. I'm sorry, dude. And it just looked like this amazing thing. These guys were like bigger than life. And it was like it's the hardest thing to do in the world. And I can't describe.

it, but I was like, from that, up to that moment, I didn't know what I was supposed to do. You know, I was just kind of like this aggressive kid that was really good at stuff, but I was always looking for more. And I was like, that's it. And that's what I wanted to do. And then I said, hey, even the recruiter, the fucking recruiter, part of my language, said, I don't know if this is for you. And I'm like, oh, this is for me.

And it took me a while to get there, but I did it. So, you know, the journey, it made it worth the wild. Well, so you fast forward, I don't know how many years now for each of us. and, you know, I don't know, probably for like at least a decade plus for all of us. And then we kind of stumble upon each other. Steve and I met when, because Steve, you're also a gym owner out in New York, even though you live in California. You run your gyms in New York remotely.

You were in my seven-figure formula mastermind for how many years? In there for about two to three years. Two to three years. And then just other programs before that and online stuff before that. Yeah. So several years even before the actual mastermind. Yeah. And then through the mastermind, we met, connected.

And out of the blue, this guy goes, hey, I think I want to move to California. And so I want the next 12 months of my coaching to be on how I'm going to move to California and run my gyms in New York. And I was like, well, why do you want to move to California? He's like, well, it's the sun, the palm trees. And if I can run my business from California, why not? And so right around that time, I'd written my book, Man Up, and it was coming out. And as the book came out, there was a lot of people buying it.

And I talked about these six-week challenges that I would do. And I really push myself and during the six-week period and see what I was made of. And it would build mental toughness, emotional resilience, and kind of really take me mentally, physically, emotionally to a new level. And people would reach out to me and be like, hey, you ought to consider doing these challenges for more men who need to level up. And I was like, well, man, if I did it, I would need someone like Steve who's just like this programming machine. where fitness is concerned, but I would also need, you know, like a perfect world, I'd need a Navy SEAL,

and then I would need someone who could teach combatives. And in my head, but every time someone would send new messages, I would just kind of, yeah, just go do the challenge on your own. Go figure it out. I punished myself for six weeks, go do it on your own, but it was a recurring theme. And when you moved out to California, I remember asking you like, hey, if something like this was to happen,

would you be a part of it? You're like, yeah. Well, that December, I meet you. Yeah. In Florida, and we're both speaking at a, in Miami, I think. Yeah, we were in Miami. We both speaking at an event. And I think we did a mic check because we're speaking the next day.

And then you're like, hey, let's go to the bar. Yeah. And you introduced me to the stuntman. What is a stunt man? Well, the stunt man is, it's, I was always told it's an old Navy tradition. It's where, you know, obviously you take the basic ingredients of tequila, the salt, the lemon, and the tequila. but you snort the salt, drinked the tequila, and then rub the lemon in your eye. And I think after a few of those, we just kind of, things escalated quickly when we met.

Sounds very normal. Yeah, very normal. But we really hit it off. You know, we had a lot in common. We were talking. A lot in common. You're both puking out of your eyeball and snorting snots out. I do have to say, I don't think the first, did I do it with you there or did I do the next time we came, we hung out,

which was in Southern California at the sushi joint? I think I did a couple in front of you. Yeah. And you were like, what the? Yeah, I was like, this guy's a question. But then afterwards when we came, when I came out. You thought there was a roofie in there. So he said, no, you just show me how it's not.

Yeah, okay, I get it. This is legit. So I think you probably looked it up and did some research. Yeah. And I got to say, yeah, it was one of those things where, again, we hit it off quick, just like with Steve. And then, interestingly enough, it's like, all right, so I've got the guy who can program. I've got the guy who can kind of really, really teach and structure this thing. thing. And by the way, Aaron and I were working out, and he goes, hey, how cool would it be if we can

create something for men where they don't just have to have superficial conversation? Hey, what sports team do you like? How's the weather? What are you into? Like, men could really go deep and, develop a brotherhood and stuff. And he's like, how cool would it be if it was some kind of a project like that? I was like, yeah, some kind of a project like that would be awesome. And people ask me, like, what do you call it the project? It's like, well, Aaron and I just kept referring to it while we're working out as a project. And I'd never even, even though he's the VP of our supplement company. I didn't know that he had a history of MMA and Jiu-Jitsu and all that. And as we talk about that, I'm like, all right, so now I've got the Marine who's a programming,

like, just brilliant programmer where fitness is concerned. I've got the seal who can create this entire 75-hour experience. I've got someone who can teach combatives. And then, of course, Schneider, who's upstairs now in Southern California, he was a dude that I met in Idaho, and he ran a killhouse, which maybe one of you can explain what a killhouse or a shoot house is, to our audience. Yeah. You guys have a military background. Yeah.

Killhouse is, you know, close quarter combat, close quarters, defense, CQC, CQD. Kind of the reference is when you go into a room of the unknown, you know, SWAT do it, military forces of all, all natures do it. And you want to create, it's called violence of actions. The element is surprise. You want to go in and establish dominance and, you know, take control of the room, utilizing angles and corners to your advantage while working as a team. And you can do it both audible and non-audible.

So it's a lot of communication and teamwork just all bunched into one. It's an amazing, amazing thing, especially when you start doing what's called dynamic room entries, where you're using breaching charges. And, you know, you can let the dog in. It's really cool. And, you know, it always ends up working out great for us because, you know, we're very, everybody from the SWATs to everything that we do. We're so educated on it that, like I said, you add that violence of action. You know, don't bet against us because we're never going to lose.

Yeah. So to that point, our friend Matt, was he was a cop in Boise, Idaho, and then became a SWAT officer, and then stopped doing that and opened up his own killhouse or shoot house. And a mutual friend of ours said, hey, why don't you take Andrew up there and have a good time? And, you know, he'll take you through a shoothouse experience with pellet guns, obviously, not with real guns.

And we did. Well, a few months later, I sent him my book in the mail. When the book came out, He reads the book. He texts me. He goes, hey, what's it going to take for us to work together? And I was like, hey, Matt, I don't know anything about shoothouses or what you do with SWAT. So I don't think I can help.

I thought he was asking, like, could I start a shoot house franchise or something? I don't know anything about any of that, man, but, you know, have a good life. And he goes, no, no, no, I want to come out there and work with you, work for you. I was like, holy shit, let's get on the phone. And so now I've got, like, the entire instructor cadre. And without a website, without anything, we launched. the project. And it's one hell of an experience. And Steve, you've done such a good job of explaining to the project candidates as they're going through it, what it is and what it's

going to produce for them. Like, when someone asks you on the street, hey, what is the project? What do you tell them? Tell them, basically it's a personal development program for men, a 75-hour or four-day personal development program for men where they get the chance to learn, live, and train with a United States Marine, a Navy SEAL, a SWAT officer, an MA expert, an empire builder, where we're pouring literally decades and decades of knowledge into you so that you can level up and become a better husband, father, entrepreneur, business owner, physically, mentally, and emotionally. And it's an experience in just a few days that you're getting so much knowledge and growth.

It's equivalent to years and years of training. We're literally pouring into them every second. It's a force multiplier in their life. Now, not everyone that goes through the project, though, I mean, just the way you described it sounds really lovely and awesome. And every guy is probably like, well, shoot, I'd love that to get five, six, seven, eight, nine, ten years of knowledge and wisdom from experts in their, what do you call it? Subject matter experts. Schmease, yes. Right?

In their areas, in 75 hours, I'll take it. But you personally have made people quit. Oh, that's my job. That's what I, if I have one God-given gift, it's to make people quit itself. I don't know why that is, but that's what he's giving me. Because that's my job there is to put them on that block and draw that line in the sand. You're either going to be with us or you're going home, one or the other. We need to test them and challenge them that way, right?

To make sure they have what it takes. We don't want someone to be able to wear that logo that's not capable of being a modern day night like we talk about. And the only way to do that is to completely break them down. Now, in Marine Corps boot camp, we have 14, 13, 14 weeks to break them down. 75 hours, we need to accelerate that. And so to that point, the quitting process is modeled after the Buds program that seals go through. Yes. And Buds is what, basic underwater demolition?

Basic underwater demolition. It's a six-month course that's broken down into what's called PTR, which is a kind of an introductory phase. And then you have first, second, and third phase, which is first phase. The milestone is hell week where you stay awake for five days. You average about 30 minutes of sleep in five days. Second phase, you have what's called Pool Comp, where they literally, you have to go through procedures, SOP standard operating procedures to don and undone like your gear underwater. So pretty much it's like you're wrestling alligators and crocodiles to survive. And then third phase is obviously the demolition where you have to do like time fuse, calc, and you have to work with explosives.

And that's where we hone in all of our skill sets with patrolling and our tactics out at San Clemente Island. So that's roughly about six months just to get through that to have the honor to say that you graduated, Buds, yes. And so when I ask you to really build out the process, and we'll go through the three phases of the project in just the moment, how those break down, you brought in this beautiful brass bell. Yes. That, you know, the first thing you said to me was like, do not ever ring it. And so even when we carry it around BK Strength, because for that 75 hours, BK. Strength, my private gym and garage in the back turns into the project compound. What's the significance of when Bud's candidates ring the bell? Like, is it voluntarily? Are they told to go ring a bell?

How does this work? It's voluntary. So, Bud's basic underwater demolition, is a volunteer, you know, you volunteer to go to it. But obviously you have to meet requirements and get the checks in the boxes to make it. The same, we use the same applications. We apply pressure. Physical, mental, emotional pain. We deprive you of everything.

Food, you know as well as I do. Sleep. We take everything away from these men so that we can break them down to the bare minimum. So like when we do a, it's something called steel pier where we're out there just in her like little silks freezing at night. Like that's just us. I mean, we're freezing. We're sticking to the steel. Literally, you have to.

to go somewhere that you've never gone before. And that's why we still have attrition rate at what? I think it's almost 50%. 50% of people who aren't willing to take that leap of faith and believe in themselves. And the biggest question I always have afterwards is I ask somebody, if you wanted it so much, if you were willing to, let's just forget about the money that you have to spend to come here, but you're willing to give up three days of your life, four days of your life. Why are you so easily influenced to just quit?

I mean, we've just told you. I've watched you just said, hey, just quit. And they quit. I don't understand. And that's why I think this program is man. It should be mandatory for every male on the planet because you should not be influenced. You should be the influencer and it should be of positivity. And that's what I'm noticing. And before I go on, why this program is so unique compared to everything else out there. You know, this isn't a Spartan race. This isn't a seal fit. This is you have to go through. check-offs of pain and emotional discipline and just you have to bring up a lot of skeletons just to graduate. And then once you graduate, what's so unique about this course versus any other course is that's when the work really starts, just like in buds. Once you graduate buds, you're not a seal. Then you have to do other things. And what you're constantly doing and how, you know, we sat down and talked about this is,

you know, we have weekly check-ins. You have to constantly hone in those skills. Right? Being the best version of you is a perishable skill. And if you don't apply it, you know, every day of the week, then, you know, like we talked about the samurai sword, just because you sharpen the sword and hanging up on the wall, it doesn't mean it's going to be sharp. You have to sharpen it every day. And that's what's so unique about what we do because we have, you know, we have getaways where we gather and we get together and we break bread and we have dive buddies. You know, I have a dive buddy that I rely on. And this is a lifetime brotherhood.

This isn't something, I mean, we all have the same exact tattoo right here. Everything is based off a tradition. And you have to earn that tradition. Otherwise, we will have a review board, which we've talked about with some individuals. And even though they graduate, just like in the SEAL teams, if you're not maintaining that level of excellence, and I don't want you to maintain it and, you know, working for you. You can't just, I mean, you have to exceed it. And you're going to get cut.

And that's why I believe in this so much because we are making the best version of people, men, that they can be. So let's talk about that because I think I have probably one of the, I have one of the finest roles during the 75 hours because I naturally am a bit of a Papa Bear. I want to take care of people. It's disgusting. And I know that makes Steve sick his stomach. I love when you come in. This is a ball. I love it.

I'm the Papa Bear. And Steve, you truly do have a gift of getting people to create. quit, but really they're the ones making the decision. Not to get them to quit. I want to make sure it's not. The goal is to make sure the ones that get through earn the right, as Ray just said. And then they have to earn that title every single day of being a modern day night. We need to make them earn that title.

We need to break them down so we can build them back up. If they're not willing and ready to, then yes, we will make them quit. So let's talk about that for a moment. Especially you're around like pretty much entire 75 hours. The rest of us will sometimes take a little sleeping break a couple hours here and there. You're a beast. Weakness. Weakness.

Papa bear has to go in the cave and have some honey. I've got to comb my hair. Yeah. Well, they say seals have pretty hair, so you've got to maintain the looks. Why, when people quit, and I've seen a dude quit, when he was just army crawling, he was a strength and conditioning coach, paid 12 grand to be there. I'm guessing, I mean, I know I would. If I was going to go do the project, I would tell everybody, like, man, I would tell everybody, like, man, I'm going to go do this thing.

I'm going to come back a new man, a new father, a new husband. I'm going to be a very different leader. I'm going to be my best version. I'm going to maintain that version. I'm going to talk about it. And then this guy was a strength and conditioning coach, paid his 12 grand, probably told everybody around him that he's going to come back this new man. And on day one, a strength and conditioning coach.

Day zero, day zero. I'm sorry, day zero, which was the first four hours of the project. He was army crawling across the turf. and he quit. He raised his hand and said, why is that? It's not even the physical problem, even though whether or not he was in good enough shape or not,

doesn't matter. We've had people in worse shape than him. That made it through, right? It is not a physical thing. The physical shit is hard. That's impossible. Some of the stuff that we have them do is just impossible to do. And that's by design.

I couldn't do something. You know, you can't do certain things for a certain amount of time. No human in the world can. But are you a fucking quitter? That's where it taps into the mental and the emotional. The physical part is easy. Anyone can do it. Anyone can do it. It's just, are you a quitter is what it comes down to? Are you, do you have the, are you emotionally strong enough?

Are you mentally strong enough and have enough resilience to fight through it and keep going, even when your body wants to stop because your body can't do it anymore? Because that's the physical part is the easiest part. So let's talk about a couple of things that I want your guys's feedback, just your own expert experience. And we don't have to throw out any names of the quitters. I don't think that's cool to do. But let's talk about the guy who was, he ran a massive hospital. It was day zero. We were at the beach.

Definitely one of those exercises where it's just designed to fatigue you to no end. It doesn't matter if you're Jason Khalifa, you know, top CrossFit champion. He was going to, at some point, Jason would get fatigued. This guy got fatigued, raised his hand, and he quit.

Why do you guys think he quit? When he could run a massive hospital with all these doctors under his jurisdiction? Well, I can start by, Let's go back to the onboarding process of this, is we actually bring you into a trainerize, which is a structured workout application where all of us give you detailed PT,

physical training activities to do daily. Well, what he didn't seem to understand us is that we can see who's checking in. Well, I'll let you know a little secret. He wasn't doing it. He wasn't prioritizing thing. He was running this big hospital, you know, and he was overweight.

You know, that's still not even a factor of it, but he was so good at doing one thing, running a hospital and doing whatever it is with running a hospital, that he just, I think in his mind, he showed up going, well, if I can do that, I can do this. He wasn't prepared. And, you know, and what I can't stand is people that pay the money and they think they're already going to go, you know, go, you know, get to have that get out of jail free card. No, you know, I like to see the people, you know, because I'm one of the people that they constantly, you know, we have the WhatsApp, inundate me with questions, inundate me with concerns.

Let me help you because that's the thing. We're not here. Even Steve, we're not here to fail people. What we're here to do is we're here to weed out the week. And that's what we're going to do. So he just wasn't, he didn't mentally put in the time to physically prepare if that makes sense. So what does that tell us about him, his lifestyle? I mean, what I'm seeing, what I'm seeing from that is, I mean, here's a guy who could run a multimillion-dollar hospital, be the director of it. Lots of pressure he can deal with vendors.

he's got doctors, he's got people dying, and I'm sure he's getting questioned why he runs the hospital a certain way. He's got such control there, but look how out of control he was mentally and physically. So does that, is that a successful person who has such control here, but no control in those two areas?

I think he's probably in the wrong, it doesn't have a circle of people around him. Has probably a bunch of yes men around him, right? No one that's ever calling him out as bullshit. He's just used to barking orders, telling people what to do, kind of a top-down dictatorship, that's what I'm getting.

I don't know that for a fact. That's just what I see it, how I would see it. Because how could someone be that's successful in one area, but fall apart in other areas? It's just he's used to that, not used to being told what to do, can't handle it. It's an ego thing, not prepared, thinking that they paid the money. We had another gentleman, not there one you're talking about, ask before it even started if he could bring his wife to the graduation dinner. Oh, that's right.

Don't start talking about a graduation dinner. You haven't even fucking showed up yet, and you're talking about, you know, I knew right off the bat, that guy wasn't making it. And surprisingly, or unsurprisingly, you know, He was a dinger. The people that do that are lacking something in their life. You know, we've talked about it before the four F-bombs, the family, the fitness, the finance, and faith, right?

I got a tattooed on my hand. And the thing is, just because you're good at one of those things, you know, you can be an A-plus student, but if you're failing at the rest of them, you know, that is not a, you're not going to have a passing grade to show up. And that's why we try to get the candidates ahead of time to come, you know, hey, don't just, you know, pay the money and show up. Like, hey, join up now and let's prep you for our November class. So you can do that self-assessment test on what you're lacking, right?

We make you fill out the survey, we read it and then go, hey, this is what I would recommend you do. We gave him the tools to pass. He just, could it be arrogance? Could it be, I don't know what it could have been. Maybe it could be self-sabotage. Self-sabotage, just, but he, his, I think what he did was he was like, I'm so good at doing this that I can just do that. And I'm here to tell you, you have to be well-rounded to come to the project, even with, you know, every Everybody has kryptonites.

He just had too many of them. And I think a lot of that was, when people do that, to me, their kryptonite is that's an ego. They're not willing to step out of their comfort zone until it's too late. Yeah. And he's used to delegating, right? You can't delegate your character. No. You can't delegate your fitness and your health.

You can't delegate your health. You just can't do it. You could go and pump yourself at all the steroids you want, but if you're still the same mental and emotional wreck that you were, you're not delegating you. Those are two things you can't delegate, and you can delegate accountability. You can delegate tasks. and jobs and even power for something to do to take charge, you could delegate leadership. But that doesn't mean you delegated accountability. You still have to be accountable for in the end.

And that's what he, I think, believes that it's just going to be done. It's just a given because I'm used to delegating. I'm in power. There's certain things you can't delegate. There's certain non-negotiables that are up to you no matter what, no matter how big and powerful you get. And so that brings up another guy who I had come back for my sleep break. And I go, hey, where's this guy?

What? My sleep break. The fuck is that? Bear needs his sleep break. And that's why you come back and they get all happy and they start smiling because they know

you're gonna come and save them but you should see your face because I know because I know when you're, I could see in your eyes when you're ready to go and I go whisper in their ears. I'm like, you see that look in his eyes

his eyes getting glass and he's 30 minutes he's out of him. Papa Bear's gone in 30 minutes. You're fucking mine. He ain't coming back until the morning time and literally with me

all the night. Was that the class when you like cut out caffeine too? Yes, January. Like I live off of caffeine, you know? And like Steve eats real natural me.

I run off of coffee. Give me coffee. I did a caffeine detox right in the middle of that class. I thought to myself, I was like, why? Surprisingly, that was the one we had the highest dropout rate because Papa Bear needed to go take his nap. He had no caffeine. I was like, yes, no caffeine.

These motherfuckers are going down. You did. Every time you leave and come back, somebody were gone. More people were gone. They were gone. And one guy that comes into mind, because I really thought, like, he had what it took, man. Like, he was built. He definitely had that hard look about him.

And I'm like, what did you guys do? to get rid of this guy. And both of you said nothing. We put him down to sleep. They got their two hours of sleep. He sat up and raised his hands. Two times in a row we had, we said to me, wake up and drop. We go and we're causing chaos and commotion, right? Steve is screaming. We're flipping things. And all of a sudden, this guy, everybody's up. He's sitting there and he raises his hand. He goes, instructor, can I talk to you for a second? And I'm like, and Steve's yelling and he sees out of the quarter by. He's like, yeah, sure. Come on with me. He's like, yeah, this isn't for me. And the reason for,

that, and I told you this before, like in Hell Week, staying awake for five days. People think it's insane. It's not. What's insane is laying us down for 30 minutes where we start thinking, where we have time. I don't want to think when I'm going for 75 hours. What's so great about this course is you know exactly how long you have to go. Yes, we don't tell you what time it is. But like if I'm smart enough, I go, okay, the sun's got to come up three times. That's all I got to do. In Hell Week, you know, you start losing, you know, you get delirious. you lose track of everything. And the thing is, you just got to hang in there.

But these guys, soon as you give people time to relax, what do they do? They get comfortable. And we do this on purpose. You know, everything that we do, you know, Steve says it. We control the chaos with everything we do. Like sometimes it seems like we don't know what we're doing. Like a lot of times Steve and I are running the chaos. We know we're feeding off of each other.

And the trick to being successful with this is you need to know how to redline. people at all their emotions, the mental, the physical, emotion, social, and spiritual, just and spiritual, I mean, testing themselves. And we redline them, and as soon as we get them to the red, like, we have little, they'll never see it, but we know how to back each other off. Like, Steve will be doing something, I'll interrupt him or who'll interrupt me? Because that's why we always have two instructors, because you have to have that 20,000 foot versus the on-ground commander who's just destroying everything. I see when people were pushing that barrier too far, we pull them back, we let them a great group.

Even though I seem like I'm being kind, it's actually hard because once we rev them down again, then we're going to build them back up. So we're constantly doing this with them, keeping them right at the peak of their performance. So it's not, but I still want to get, Steve, let me get your opinion. Like this guy who sat up and got raised attention, instructor, can I talk to you for a moment? Actually, have two times in a row. Two class in a row. There was a wake up and drop.

Why do you think that is? Like what's happening in their head since you're going to say it's all in their head. It's it's that's their, they finally had a chance. They're laying down. And I just mentioned it about this whole thing that's going right now with the whole lockdown. That this is the first chance that someone has, that they're sitting still. They're not able to stay busy and distract themselves with a bunch of other bullshit that's going on. And in their head, they're finally having some self-reflection and some self-awareness and like realizing either I'm a little bitch.

I hate my life. I can't do this. I'm not capable of doing this. are telling themselves all this stuff, and it brings out the worst of them. Instead of during that time of reflection being like, you know what, the last fucking 15, 16 hours of nonstop, this was fucking awesome. I can't wait to get back to this again. This is shit I never had a chance to do my life. I'm so lucky that I'm able to pay to come here, fly out here, healthy enough to get through this day,

that instead of sitting down like that and reflecting on the positive, they let it bring out the, you either let rough situations bring out the best in you and the worst thing. There's no way in between because the guys that graduate that make it to the end, fucking see. studs, studs. And the ones that don't, they let that adversity, and it's the same thing going out right now. You see people on social media, either they're being heroes or like stepping up and leading like you're doing right now with your franchise, like out of the, like, extraordinary, or just rotten, miserable fucks that are just letting it bring out the worse than worse than ever, because they're finally realizing they don't have it. They're jealous of

the people that do have it and are stepping up and not crumbling. They don't like their life. They probably don't, maybe don't like their family, even as, as harsh as it sounds. And they start getting that one second to think and they get stuck in their own head and they've had those patterns of negative talk in their head and that's exactly what happens with them they're laying there they're not sleeping during that time we give them they're laying there in their own head and they're and they're done so to that point actually you know anyone that thinks that it's 75 hours of straight up physical work it's not we have a lot of desk time where i'm teaching entrepreneurship and and and you guys are teaching some really high level stuff which also gives them a time to refuel and get some coffee

and then of course we start pounding them again. One of the best desk times that I like is the one that you run where they get to ultimately in their battle book. Everyone gets a battle book, a modern day night battle book when they graduate. But they put three pictures of themselves in that battle book. Why don't you explain what those three pictures are and what it means? It's the three verses of themselves. And this goes right, this perfect, feeds right into what we were saying

because they bring out either the best or the worst themselves. It's a picture of them at their worst, their bitch picture, a picture of them at their best, the best version of self, that's their night picture, and then their beast picture. That's just their savage who we all, all the man have it in them. It's just in our DNA who we need to call upon. We need to learn how to control the beast. So it's their bitch, their knight, and they're savage. And they put those in there. They actually, we create an avatar for each of those. They describe them. We name them, right? They give them names so that they can actually call upon those. I'll call upon my bitch sometimes. to help me get through a tough time because you think of yourself as the worst version of yourself. You mean you call upon your beast? No, my bitch. Your bitch.

Sometimes, it depends on the situation and what you, and it's just, you'd have a gut instinct because is that who you want to be again? Is that who you want to, this situation? If you don't step up

and take charge right now, that's who you're going to be. Picture that bitch in your head. All you have to say that name in your head because you've already done the work and the way that we go real in depth with it. All it takes is just that trigger in your head, that bitch name,

that picture of the bitch. Hell no. Who wants it? You want to be the worst version of yourself again? Sometimes that's all the motivation you need. Sometimes you think of the beast version. Sometimes the night version, depending on the situation, you have these triggers that are going to help you through anything. And that's all that.

Unfortunately, that gentleman didn't even make it to that portion. That's on, I don't even know, day two or whatever it is, day nine or ten. Feels like that right now. It's on day nine of a four-day experience. Yep. So that's what they, we teach them how to call upon those. So when they get back to those moments, when they get back to the viruses and they're stuck at home, call upon those. Call upon the night.

call upon the beast when it's time to. Don't go back and revert to the worst version of yourself. Learn how to trigger the best version of yourself. So I don't want to give away any of the evolutions because that's kind of the secret sauce that we use. And I don't want to really ruin the experience for any men who are watching this and listening to this who are going to come and experience it.

But let's talk about one of the evolutions, physical evolutions, that I think really gives people a big aha moment, which is attack the hill. The attack to hill evolution is one of my favorite ones because these guys, you know, we give them all backpacks, and those backpacks are loaded up with some crazy stuff, body bags and shovels and stuff that they're going to use. And, of course, later on, they have heavy logs that each way about 200 pounds

and giant battle ropes that they carry around in these hills that we hike out here. But right when they're tired, as we get to a hill, as instructors, you guys have them charge up those hills. And I find it fascinating because as I'm more, watching as we're going and I'm watching and I'm always observing as we're going on a straightaway you just hear them muttering to themselves and some people are positive some are negative some you hear the the bitch negotiation begins and others are starting to summon up the inner beast but they're all tired and fatigue and slumped along when we're just walking straight on a level

level ground and then we we get to the bottom of the hill and you guys make them attack the hill what is the purpose of that let me take that oh The weight and the hill is representation of life. And what we've been trying to do and what I try to do is I want to reverse engineer the way people think. So like you said, people usually just stroll through life, right? In the perfect world, it's just, it's nice, calm, straight gradient. But then when they see the hill, what do they do? They slow down, they make excuses, they try to find ways around it, and they walk up the hill.

And then what most people do is they let gravity, external sources, is control them going down. And my motto to that, my mindset is, fuck it, fuck you. No, that's not how it's going to work, it's, you know what, I see this hill, right? I want to be the best of what I'm going to do. And the thing, how I like to reverse engineer

things is, you know, we've talked about this before. I love doing burpees. I love doing pull-ups. People hate doing things that are hard, and there's got to be a reason. But the thing is, once you master it, I see why they didn't want to do it because the journey to get there is hard, but then once you're to the

it's like, okay, what's next? So we started doing that. We just, all were talking about it one day, and, you know, the candidates are just walking along and they're bitching, and we run up the hill. They don't get it the first time. And they go down, we do it again. And finally, someone, something in their head clicks and goes, why are these guys running up this hill?

Well, I'll tell you why you run up the hill. The thing is, is you guys are meat eaters, you know, your beast. You're not, bitches walk up the hill. Beast attack the hill. They get to the top, and when they get to the top, they control the descent, right? because a lot of injuries will happen. If you run down the hill, that's where you get injuries because you're letting something control you.

My thing is just control the outcome of your destiny. And this is what I'll tell you. We can actually do another drill. You can walk up the hill and run down it, and I'll run up the hill and walk down it the opposite, and I'll beat you every time. And the thing is, once you get to the top, what's so great about that is you haven't accomplished jack shit.

What you do is you have to regroup. That's why I walk down, and I'm looking for another hill, because if you start taking that mindset and that approach to life, that attack the hill mindset, you are going to be more dominant in everything you do with your family,

your fitness, your finance, and your faith. And the people that need to come here, the people that succeed the most are the ones that start attacking the hill. And we've had men from 22 to 55 who have led their life by doing just the opposite. They were walking up the hill

or worse, worse, they were trying to find an alternate means. Fuck that, be. You've got to run up the hill and come down it. And imagine if you took that approach and that mentality of everything in life. Everything that everyone else was afraid of, times got hard, the fucking virus and pandemic, and everyone else is running away from it. There's gunfire.

Imagine if you're the only one running towards gunfire because the average man is cowering and hiding away because it's scary. It's hard. It's difficult. Imagine if you had that mentality of attacking the hill. You know what that makes you? If you're willing to do what everyone else is afraid to do and what everyone else is scared to do and not willing to do, that makes you unbeatable. It makes you fucking bulletproof.

It makes you be able to, you'll be the last one standing when the dust settles. You'll be the only one standing to then just dominate and be a modern day night. Yeah, and be that, that fuck it, fuck you. When I say that, like if you told me to round up the hill, I'm going to say, fuck it, fuck you. But I'm not saying that to you. I say it to myself mentally. It's like, fuck it, I'm here. I just made the commitment.

You know, I know it's time to invest in myself. So fuck it, I'm here. I might as well just absorb this knowledge. And the fuck you, this is what people don't understand. The fuck you is what I'm saying to myself. To that inner bitch. to that inner bitch because, you know, I was like that for the longest time until I finally accepted that I was a bitch.

Even as a Navy SEAL, I still had bitch qualities until I just used that mentality to start attacking the Hill with everything. I mean, I wouldn't be sitting here with you guys right now, two mentors, two friends, entrepreneurs, seven figure business owners, if not eight, when I'm a dumb Irish kid, because I just literally said, you know what, enough's enough. I am not going to hold back anymore. I'm going to take chance and I'm going to attack every hill that I go at, you know. Phone calls with Gunner Peterson.

Just, hey, this is who I am. This is what I do. Meeting people, going up, creating new relationships. And this program is exactly designed to do that. Whatever you set your goals to, what you learn in these 75 hours, what these guys teach you, not just me, you can apply to anything in your everyday life. And it's one of those things where, you know, I had a guy reach out to me on DM, actually, right before we started this on Instagram.

He said, hey, $12,000 for 75 hours, like, that's a little steep. And I was like, well, you know, if you graduate, it's $12,000 for the rest of your life. Yeah. Because you're part of a brotherhood. And I said, this July, we're all going to Vegas, assuming Vegas opens up. If not, we'll find another place to go. I said, but we're all meeting up in Vegas and spending two and a half days in Vegas, like hiking and redrock and playing top golf and having a good time, you know, hanging out in the pool cabanas and just really building each other up. like you're part of a brotherhood of some elite dudes,

from entrepreneurs to dudes that have been in the military, to one dude who's a Google executive, who's in the modern day and night brotherhood. And so to that point, of course, one thing we quickly found is, as now we're going into class number 05 of the project next month, as some of these men were graduating and they have businesses, they started to reach out to you guys and were like, hey, you know, now I want my employees to get a dose of this. I want my employees to be able

to have direct communication, to be able to be emotionally tough, mentally resilient, be amazing leaders. So I want them to be able to lead themselves and lead my business and my clients and customers. And so out of that, you created the LTD project, leadership and team development, where you guys have flown out to many different businesses and work with teams. What is the LTD project all about? Well, it actually started by after the project graduates, they would graduate, they'd go back with this whole new mentality of operating, and they would call us, not asking us to come out at first, they'd call us with their struggles, with their problems. They're like, I'm a whole new person, I've developed myself, I've elevated myself, but my team doesn't get it.

They don't get it. They're not on that same way lane. What do I do now? Now I'm fucked because I can't even stand to be around them anymore because I'm operating at such a high level, high octane freaking jet fuel, and they're putting syrup in their gas tank. So what do I do? And we said, you know what? You've left them behind. We need to level them up. We need to get them thinking the same way as you can. We talked about it and we said, you know what? Let's start going out there and giving them the team leadership and teamwork. They're basically getting a lot of the traits and a lot of the lessons learned from the project without the hanging by the nuts.

Yeah. Without the beat downs and the deprivation of sleep and food and all that stuff. But we still expose weaknesses and deficiencies, and that's our key. We go in there and we call companies out for what they're doing wrong. And what's so unique about that, what we do is we bring the battlefield. to the business field, to the home field. You can apply all three applications to everything that you do. But what I love is Steve and I'll go in there, you know,

and we focus on the four pillars of success. Teamwork, problem solving, leadership, and communication, just like the four F bombs, family fitness, finance, and faith. And when we do is we have drills, hands-on applications, which can be customizable. Steve is a master programmer where it can be physical or not physical depending on the crew. And what we do is we hit each one of those,

those pillars because what we do is we reach out to the CEO beforehand and then we send surveys out and we try to see where we're seeing some overlapping fields of fire where there's issues. So Steve and I collect that data and we go, okay, sir, your company, you know, we came out to you and this is what we're seeing we need to do. This is how we're going to attack this hill and we do this. And what we do is we want the CEO there to see where they're lacking in the communication, the problem solving teamwork and communication. And that's great. But then what we do is then we apply applications and drills and homework that you can do to better yourself because it would be no good if we just went there and told you what you did wrong. And a lot of companies do that.

You're fucked up. Okay, great. But how do I fix it? That's why I hired you. So that's what we do. We come in and we fix the problem. Let's talk about that for a moment. When a company hires you guys to go out there, whether it's for a full day or two-day experience, and I know it's very customizable because you guys did this for our FitBody Boot Camp staff.

and it was a really fun experience for them. They enjoyed it. There's so much learning. They got out of it and teamwork. How often, because I imagine, I know better because I work with you guys within the project, and I always assume that I just show up with a white belt. Like, I'm not the best leader yet. I'm going to become better.

And so I always know that 99% of the time I'm probably the problem. But how often do people reach out to you saying, come and fix my team? Like, everything is good with me. I'm a good leader. They're just a stupid team. Come fix them. And what do you guys find in that scenario? We'll still send out the surveys, and the surveys will come back with data that we're pretty certain was going to happen, that usually where the leader thinks that their team sees them, it's very conflicting.

And we'll present that with them. And sometimes we'll even tell the CEO they should participate in it, because a lot of times they should. They should be in the trenches with them because maybe they've been too far detached. They've lost the feel of what's going on in their company. They've lost really the touch with it. They don't have that touch anymore. So that's what we do is even show them that data. Like, you think you're this great high leader.

Let's see. Let's see with the people that you're leading because if you're a great leader, they would agree with you or if you're a great communicator or you're a great problem solver or whatever else it is. If you're empathetic, we have a whole long questionnaire. We send them. And we send it to all the participants. And we also ask the leader where they see themselves with all this stuff.

And we see where it's conflicting. And that's how we'll base the program of it. And who else is calling that leader out in their bullshit. We're not afraid to do it. Right. That's what we're paid to do. That's what they want. Most of them want us to do it because most of the, most of the people that have us come out there, they know that they have us come out there. They have us come out there. The ones that think that it's not them really don't even have us come out higher. They're the ones that need us the most. But a lot of times after we go through the interview with them, oh, no, I could do that for them myself. You know, they think that's what they would think. The ego. It's the ego of that. The ego.

And I like what you said from a martial arts standpoint. You know, you have belts, which is levels, right? You have white, blue, purple, brown, and belt. And then you usually have three stripes per. Well, the CEO considers himself or is a black belt. He worked his way up there. But I like your approach is, hey, you know, I'm a CEO, but I'm still a white belt in training or I'm a blue belt in training.

What happens is, is these guys get to this level we've noticed, and they don't use those skill sets anymore. And like we talked about, it's perishable. So in their eyes, they're a black belt. but maybe their teams looking at them like, what the hell are you doing? You don't know what the hell you're doing or you're so one-dimensional with your thinking.

And a lot of CEOs that we've noticed cannot stand criticism, you know, but we tell them when we come in here, we're going to give you an outside perspective on things. And here's the thing. We don't care if you like it or not. You know, we're subject matter experts in this. And obviously we're going to do it politically.

But we're going to tell you what the problem is, even if that problem's you. And, you know, sometimes it's a gut check for CEOs. And we told, you know, hey, remember when you were down here and you were working your way up, you know, like me, I'm new to the business world. I love criticism. Tell it to me. You've got to drop the ego. That's the main thing we tell.

You've got to drop the ego and the attitude. And you just got to get back to, like I said, you're not the CEO of a company. You are a CEO or you're the team leader and you have troops or you have soldiers. It's one team, one fight. You've got to have that mentality to be successful. Now, is there a couple of areas that when you're. you guys go into a business that you can almost pinpoint and say, all right, we're going to do this with their employees and this is the results they're going to get.

Is there a couple of areas that you know that every business who has employees need fixing or educating on? Communication. Communication. Communication. Always. Always. Always. Always communication. There's always communication problems. There was Harvard studies. You know, some of these statistics better than I do, but what was the biggest problem even with the CEOs?

and it was their self-awareness. They thought they were great communicators. They thought they were great leaders. And again, the study showed because the study's been done. And just by our surveys, it's been done massively, like industry, tons of industries. They don't have a self-awareness to realize that they are poor communicators. And communication is always the huge one. What's the stat for communication for the businesses?

Over 85% of businesses fail because of not poor leadership, but because of poor communication. And what we do is we go in there. And I have a drill. I've done it with every team, have a communication drill with the CEO standing there. I give them four words and I said, you know, you give me 20 people. 20 people, if not, we make it smaller. You will not pass this. We have done this.

I don't know how many times all across the country. Not one company has passed it. And not one company will. Because the CEO lives sometimes with these blinders on thinking, oh, just because I put out a corporate email once a week, people are reading it. I can give you statistics on how many emails are. red start to finish. I even have a drill for that for the CEOs. And they're like, I can't do that. I'm like, do it. And see who's going to confront you on what you wrote wrong, hint, hint, wink, wink, and see if they do that. Because if someone cares about you and you have that mission, they're going to

come up and say, excuse me, sir, just so you know you mistype something or you put the word, you put the wrong word in this. Thank you. At least you know. I mean, is it extreme? Yes. But sometimes you need extreme because we've been the companies where we've had junior employees that have been there for six months. They don't know what the team, what they don't know what your core value is. They don't know how many revenue streams you have. And what else for the news. Or even what the revenues are. Or even what the revenue streams are, you know, like, hey, that's straight up dangerous. We own FitBody Boot Camp. How? So it would be like me working here for six months, you saying that, you know, you may have four or five different revenue streams. And me go,

I've been here for six months. He has one revenue stream selling memberships. As a CEO, you should go, what the fuck? What do you mean? So my thing is is, is people. People don't have your core value. They don't know what your core values are, and they don't know how many ways that you are able to make money. How are they producing for you the way that they need to be? And then as a leader, we're going to go in and go, whose fault is that?

Is that your fault or their fault? And that's that's right, right? That's going back side of accountability. That's the leader's fault. We've had CEOs on one of the communication drills willing to bet their salary that their team would get it because they were so short. And it's like about a 20-step process. and their team made it to step one.

Step one. Luckily, I'm not a betting man anymore. Not only do they get the words wrong, but they're not even the same words. Three single-syllable words, one double-syllable word. I'll even give everybody the secret. Three single-syllable words, one-double-syllable word. When we're done, we have over 60-70 percent of companies that don't even get one of the words right. How are you producing and making outcome if you can't do that?

So let's shift gears for a moment to going back to the project again. You're laughing. It sounds to be good. Well, in the short amount of time that we've been doing the project, it's coming on to a year now. We've had some hysterical moments. We've had some historical moments. And some of those moments can't even be shared here. Just to the camp. When you do the project, you graduate, you don't ring the bell and leave.

you'll be privy to those hysterical moments because we always talk about them, laugh about them. So I can only imagine in your military careers, there had to be some hysterical moments that you guys experienced. And having never been in the military, I feel like I've always kind of missed out on that piece. Is there any hysterical, funny, interesting, weird moments

in your military careers? I don't even want to hear Reese. I don't even want to hear what Ray has to say. I'm curious of what Ray is going to come up with. But it's what Ray and I talked about, earlier today actually was the harder shit gets when we're in the military and to think of a I'm not sure if I could think of a specific scenario but every time stuff got harder the heart of the work we have we're filling sandbags out in the sun in the desert in Arizona for 12 hours straight the heart of the

heart of it the more adversity we have the more fun we have the funnier we get the more creative we get we're cracking jokes more like look on the project like the brilliance we come up with during the project that we laugh about it we talk about it for months about the things that go on that we come up with. We didn't, we don't pre-plan any that stuff. It's, the adversity creates this, this new level of thought and creativity in you and like, brilliance almost. It's crazy. Like, it is. If you go into it with that type of mindset, like, the harder shit gets in the military, the more fun we have, the more shit we talk. We're just having a good old time. If someone looks from the outside, they'd be like, what the fuck is wrong with these Marines? They're like

being tortured for weeks at a time and we're sitting there doing it, just cracking jokes, talking shit. It's just having a blast. The harder it gets, the more fun we have. And I just know that would happen all the time. That was like the best times were born off of the worst times. That's fascinating. How about you? We're so much. I don't want to hear it. I don't even want to hear it. Cut the cameras. I'm not going to tell my third phase story that made me legendary, but I will tell this one story. I was a junior guy, and we went to Albania on an ice climbing trip, and it was super, super cold. So what we do was we build like ice shanty, so, you know, holes in the ground. Snow's like six, seven feet deep, and we made it big, so there was like four of us in there.

You can build fires, you can do everything under there. And at night, what we do is we heat up those. I was telling you about the Nalgene bottles, right? You boil water and you put the Nalgene bottle in your sleeping bag, and you throw it in there and it keeps you warm. And it's freezing. It's like minus, God knows what. Well, one night I had to get up and go to the bathroom, not number one, but number two.

And it was so cold that I swore, no, I swore. I wasn't going to get up. I was just going to hold it, and I couldn't hold it anymore. So in the middle of the night, listen, I built a small. mallfire. And my lieutenant wakes up to me hovering over top the Naljean bottle trying to go bathroom. So the butoon threw me out in the, it was like literally minus, I don't know what, with barely any clothes on. It made me stay out there to almost froze to death. And then let me bring him, come back in. And my lieutenant told me if you ever do that again, I will literally

kick you out of the scene. So wait, were you trying to take a shit in the fire or the bottle? I was trying to take a shit into the bottle, but I didn't want to turn the light on. So you So the fire was in the corner, so I built a little fire real quick. It wasn't hard. And then I guess someone heard me and my lieutenant, when he got up, he was like, what the fuck? And he just saw a shadow of me hovering over a giant algae bottle trying to go to the bathroom. There must be shit. Like this just triggered a story from me.

It's fine. There must be shit problems all across the military. All over the world. Like it's all about shit. He said this and a fucking story just from boot camp, just, I never even thought about this story since then. It's fucking crazy. We're out in the field, like a three week out in the field there.

So there was a port of shitter right that we used because we can you call it. shit out and like you're doing training you're not going to shit in the holes all the time for training so there's a one port of shitter for like 50 60 guys middle of the night you got to get your battle buddy if you want to go take a piss or take a dump or whatever someone goes in whatever we wake up in the morning the drill instructors literally there's just an explosion the porta potty just exploded shit everywhere they're having to clean it up they're having to fucking deal with it one of the guys went to go take a shit I guess it was out of toilet paper the middle of night was too afraid to go tell me one about it used his jock strap to wipe his ass put it

in the thing and it clogged the whole thing up and the shit went everywhere all over the place. So his and he didn't think about it in the military. What do they do with all your gear? The label everything. Fucking dumb fuck. His label, his name is stenciled in it. So when the company finally came and everyone's covered in shit, deal out, they see this jockstrap with this fucking idiot's name stencil right across it. So his name, the rest of boot camp was shitty, shitty, bang bang. My moral to the story is imagine if I would have just attacked the hill, got a escout up,

and went out and did it. But I was like, you know what? I'm going to cut corners. and literally the time that I wasted making a fire and trying to like, you know, be the bomb a deer to get it because the hole was only like that big so I'm like hovering over it, trying to get it done. And it's like...

The sick point is I could totally picture that happening like modern day. Like today. I can picture him coming up today. And right before the lieutenant woke up, all right, we'll just call him Lieutenant N, I don't want to say his name.

He's retired now. He was a Commodore. I'm literally going, oh my God, what am I doing and what happens if someone wakes up and all of a sudden I heard. What the fuck? And I was like,

oh god, I'm dead. And they did. They just literally picked me up and threw me out there. Obviously, I went to the bathroom. And I was, I mean, I had no clothes on, just like a pair of, you know, you wear silky's so you can stay warm. And I literally almost froze to death. They mean, they had a fire waiting for me, but I'll tell you what. What a lesson. Never again. What a lesson. What's your favorite evolution from the project? Oh, that is a tough one. Favorite evolution. I like in the beginning, in the beginning. Oh, I don't want to say what it is. when we first pick them up. Gotcha.

Their initiation. Their initiation. First, that first, like, realizing that they are now under our control. Yeah. Yeah. That's, that's,

what I'm going to do. It's a shock. For me, it's, I know I don't want to say what we do with the ice bass, but it's when they finally let go of the bitch and we make them do something over and over, and every time they come up,

we get more, it's more. Like, I see the change. I hear the change. I feel the change. I get goosebumps. And I'm like, It's so rewarding, you know, that we're, even with the torture that they're going through their bodies, they block it out and they finally get it.

It's like someone turns on a switch. Similar is the second round of the Pulitzer sticks. Yeah, exactly. Not giving too much weight. Yeah. The first one, they're afraid to get hit, afraid to hit someone, never hit anyone before in their life maybe, never been hit before. Think they're going to die. They don't know what's going to happen.

And then the next thing you know, I'm throwing them in there with two, three guys, half their, twice their size. And they're just going fucking beast mode. Helmets they can't see, swinging. before they were all fucking scared and now they're just laying motherfuckers out because they realized this is what it's all about this is how I kill the inner bitch and unleash the beast under my control or semi under my control what about you you know let me be the interviewer for a second you know hi this ray care introducing uh interview on bedro school and what is your favorite part of the evolution well actually for me it is uh it's the burial it's it's the burial the body bags

you know I'm sure everyone's wondering like what it wouldn't mean my body bags and we put enough videos out there. But when you really think about it, you're born on a certain date and then you're going to die on a certain date in the future. There's that little dash in the middle that put on your tombstone, that you were born on this date, died on this date. And while that dash just separates two dates, that dash is responsible for decades of life. And some of those people, the life that they had was it worth living and others like,

what significance did you have? What impact did you have? Who did you love up? Who did you pour into? What did you do to leave a legacy behind? And so that burial that we do where we, well, they have to build, you know, dig their own grave and go into the body bag and we're not going to explain what happens next. But to be able to have that rebirth. Yeah.

Like that's when I see the switch flip on every single one of those guys that, like, I'm, the next time I'm in that body bag, it's going to be real. I'm going to be dead. And when I am, I'm not going to die with regret. I love it. And I think that's one of the things that I like seeing go away. Because you can tell every guy that shows up, listen, like, every one of us. Like, I've suffered in silence. I've given up on things and then regret it quitting things and thinking, like, man,

why did I quit when it got hard? That's when I should have pushed. That's when I should have gotten hard. I quit when it got hard instead of me getting hard. And that regret can stick with you. Bryce, our VP, you know, this guy, he in high school, he was supposed to run something, I forget what it was, like some cross-country thing for his soccer club that he was in. And he just didn't do it.

And he gave up on soccer something like 11 years later. He had to make a certain time to get it because the restrictions. That's what it was. Because I had the story. Then he trained for it like over in China or something. China. And he came back and did it. Because regret will haunt you.

Guys, regret will haunt you. And I don't care how much you want to use excuses come up with like, well, here's why I don't have time to do. do it. My knees hurt now. Eleven years later, he trained for it in China while on some kind of school mission, and he did it. And he was like, I had to get that off my, check that off my list. But that, yeah, the burial is one of the big ones. On that note, like when I'm doing the calls with some of the potential candidates and you're, and you're telling them the prices, right? And they're saying, oh my God, that's so expensive for four days. One of the things I tell them, and we're saying, what's one of our favorite

parts? Of course, at the graduation, right? I tell them, if you could just fast forward to the feelings that you're going to have when you first sit down at the, graduation dinner, just that alone. Forget about the ongoing stuff that goes on, because you were explaining how it's ongoing for a lifetime. Even without that, let's say that didn't exist. Just that feeling, that moment when they sit down, because we see it when they walk in.

We get there before them. We see it when they walk in when they're staying there, their chairs right before they're about to sit down and realize that they made it and realize everything that we've done to them over that last four days. Every single thing had a purpose and had a reason and was to better them to help build them up to who they need to be, to be that modern day night.

That feeling for that split second And when they're standing up before they sit down, if you look on their faces, that alone right there is worth, you would pay a million dollars for that. Just for that feeling for that one moment, because that one moment is going to change the rest of your life. So that there's no price you can put on that. So when they're staying there, that's a real powerful moment, I think, in the process. We've saved marriages. We've saved jobs. We've had people take that leap of faith that they want to do.

And what I like what Steve was talking about, you know, obviously at graduation, you know, we're in suits. And when they're standing there behind the chairs, because we don't even let them sit right away. right, everything is orchestrated and structured, right? That chain of command, the CEO tells them when to sit. They are not the same people. If people can understand this, in 75 hours, they're not the same men that showed up. They're more confident, they're more, the regret, you know, they know that, to me, they look like a bunch of lines that are, you're just ready to let loose.

The chest is out, heads up straight. They're proud of, you know, everything. And they understand, you know, we talk about the creed, you know, we make a make them say it. And they don't just say it. They believe in it. You know, they say it with pride. And what we do is when we let them go, we're letting go a whole, like, you think it can't be done. That's what I tell people. You know, Buds takes six months. So like it takes you six months to become a seal. You can become a seal whenever you're ready to become a seal. And what we've done is we condensed it in the 75 hours. And what we're doing is making people, you know, I tell them

the tier one, the Marine, the seal, the entrepreneur of whatever it is you want to do, it can be done because we've seen it. We've had guys, I'm not going to say his name up in LA, we'll just leave it that, who literally said, you know what? I take full responsibility and accountability for the reason why my marriage is in the fucking crapper. He went home. The next day he saw his wife and said, we're going to counseling. He called each and every one of us, and we've seen them all since then.

They're doing great. And that, to me, is the ultimate investment, investing in yourself. $12,000 for that? Yeah. Steal. Steel, steal. And to that point, we talked about the dinner. You know, it's funny, we talk about how you were just gifted at getting people to quit during the 75 hours of the project and you bring so much, so much hell, so much hate.

I literally see hate. As Papa Bear, I see hate in their eyes as they look at you like. Just go home. Go home and take a nap. But then we do something. No, you. I do. I feel like you.

You know what you are? You're a combination of him and me, I think, kind of put together. You really do bring the love. I'm going to make somebody quit. I'd like to say you can't out dick me. I'm going to make somebody quit at dinner. That's what I'm going to do. I'm going to show both you guys.

Right before the state dinner's over. I'll be impressed. I'll be impressed. But to that point where you see all this hate in their eyes because you would just have the sadistic way of keeping that punishment going, during dinner, we have all the guys review us, rank us as instructors. Yeah. And consistently, every class after every class, they vote you as the number one instructor that they loved.

And I think what, maybe, maybe other than one time. Was it one time, two times? Really? It's a close. It's a close. It's close. It's close. It's hard to compete. But I take the rain because, listen, my goal, my goal is to be either one or five because there's going to be, there's always going to be a percentage to get five. You'll never get a five. I'll get my five. I'll get my five. And I'll tell you what. I'm usually like, you know, one or two. I am up there, but this motherfucker is one or five. That's what I want. That's true. That is true. No, it's, it doesn't. And that actually speaks volumes, right? That speaks volumes because they realize how much you, you were able to influence. them in that 75 hours. And you guys are constantly in that top, the one or two, the one or two spots. But yeah, you're right. You're either one or two, one or two. And you're either one or five. I kind of constantly hold the three spot strong. You're up there a lot of time too. Yeah, I hold the three spots strong. I think we should reverse roles on the next one. Like, I know no other role. This should be like Aaron, the philosophical. And you should be like the crazy one. We'll make Matt the crazy one. And I can just be, I'll be like a mime. I won't say anything. You want to say anything. You just mime your way. You just mime your way. But I think they appreciate it.

They realize after, because they get to a point maybe the 60th hour where my gifts for those that are we, that you could tell are going to make it. It doesn't have any effect on it. They love it. They ask for more of it. They ask for more of it. It doesn't affect it. Like, this is fucking awesome. This is the, I'm so grateful to be here.

Steve, give me more. This is what I've needed in my whole fucking life. No one came and bit slapped me and snapped me out of the zombieism that I've been walking through my life with. with so they realized that this was done for a fucking reason. Maybe it was done out of a little of hate to some people, but in general, it was done for reasons to try and help them and unfuck them. And that's, I think they've come to appreciate that. I needed this torture.

I needed this asswoping. I've had my asshole before and I thanked the person for doing it after. Case and point, the graves. Remember the last class? They were digging rock. Yeah, like on concrete. And they just loved it because they were like, Steve and the other instructors are not fucking with us.

And like, we could just hear them digging. It was, they weren't resting. Hitting dirt. Just rock. We could see the sparks for hours. We could have left them there for the whole 75 hours. They wouldn't have stopped. You know, it's funny.

Let me share this with the audience. Guys, what were the dates? It was March, like 8, 9, and 10 or something? Or 10, 11, 12? Yes. Something like that. Maybe it was 11, 12, 13. But it was right when the coronavirus lockdown was starting to take place.

Like two days after class 03 of the project graduated, the U.S. went on lockdown. And, you know, one guy was from the Netherlands. I think another guy was from South Africa. But thankfully he was able to fly out and go back to the Netherlands. But that particular class, they got rained on. They had no idea that this whole corona thing was like impacting the world in those 75 hours because, you know, all of their cell phones and communication devices were taken away.

Like we knew what was going on. And we were like, well, fuck it. We have to finish it. So we jokingly were calling them the corona class. So they got rained on. They were in mud. We had them dig their graves in the worst part of the area that we, I don't know what got into us. We're like, they're going to dig in fucking asphalt and concrete.

And no, and I was thinking that, all right, some guy's going to quit before they dig their hole. They just, each time they took a swing with that shovel, they got harder and harder and harder. And somehow they were the, they were to build a hole deep enough to get buried in. And that corona class still, to me, is like the fucking most badass class. I think that shovel is the symbolism, you know, they're chipping away at all the things that they do regret and the anger and the doubt. You know, that's why you see some guys. I mean, they get that front sight focus and it could be straight brick and they're going to get there because it's like you have to dig this hole for your own good and they will, you know. Well, think about that.

When was the last time you took a shovel at two in the morning and if you've done this, don't admit it because obviously then you've created them and had a massive crime, there's a bigger issue. It was the last time anyone's taking a shovel at two in the morning and said, I'm going to dig a hole deep enough where I could then go crawl into a body bag and be buried alive with a small little pocket of there to be able to breathe and keep my shit together the whole time and pontificate the dash between when I was born and when I died. And to be able to do that, and like you said, chip away of all the regrets, of all your fears, of all your bad decisions, of all that suffering and silence, of all the things that made you into that crop duster,

and to know that you have an opportunity to rise again as a fighter jet in life is a big thing. So with that said, if any of our people who want to learn more about the project, you guys just need to reach out to any one of us, and you can certainly learn more about the project. But the thing I really think that all the entrepreneurs on here ought to invest in for themselves and their teams

is the LTD, leadership and team development. Like any business owner that has three or more employees who's watching or listening to this, if you don't invest in having Steve and Ray come out and work with you and your team, your organization to help them build better teamwork, problem solving, communication, and leadership skills, you are missing out on massive amounts of money. Where would they go to contact you guys for that? They can go to the LTD Training.com is the official website, or they could contact either of us on Instagram.

That's usually the best way on the Instagram. And what's your Instagram? Steve at Eckert1. And I'm at Ray Cash Care. Done deal. Gentlemen, thank you so much for joining me on The Empire Show. And if you liked this episode of The Empire Show, please do me a favor.

Take a screenshot. Make sure you tag myself, Ray and Steve. And, of course, leave us a five-star review. Give us a thumbs up on all the different platforms. And thank you so much for watching and listening. We'll see you later.