James Cerbie

Using systems to help husbands and fathers build a business, body, marriage and life that works at the highest level.

Founder

Rebel Performance Strength and Conditioning

The Total Man Project | helping solo coaches take home an extra $15k/m (profit) in 4 days/wk with a weaponized body, passionate marriage & life lived on purpose

Hey - I’m James 👋

Here's a bit about me:

- I spent 3 years working on a Ph.D. in Nutrition and Integrative Physiology and contributed to 11 publications.
- I've coached some of the highest performing men on the planet (from Navy Seals to multi-billion $$ CEOs)
- I've consulted with special operations groups and professional sports teams (like the Washington Wizards). 
- I've sold $1MM+ of products and services online

These days I’m focused on being lean and efficient.

I’m an entrepreneur, athlete, husband, and father.

And my work fits around making sure I have plenty of time for my fitness, my family, my friends and fun.

I’m not here to build an empire, just a wildly profitable, fun, leveraged business that serves my life.

If you're a man that's wanting to build an empire with a large team, sales calls, and loads of complexity…

Or become a one-dimensional loser that only knows how to make money...

Then I’m not your guy.

But if you want to build a lean, efficient, fun, wildly profitable online coaching/consulting/creator biz with just you (& maybe a VA)...

And become the Total Man...

So you and your family can enjoy mastery level profit, freedom, and fun…

Then you’re in the right place.

I recommend starting here:  https://jamescerbie.com/newsletter/

Want to consistently win the day?

Use the 8/8/8 rule to guide you:

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Want to consistently win the day?

Bill Gates was the world's richest man.

He started Microsoft in 1975 and grew it into the world's largest software company, creating a fortune of $81 billion.

In 1999, he wrote a book titled "Business at the Speed of Thought".

The book's premise: thanks to technology, the speed of business is accelerating at an ever-increasing rate, and to survive, it must develop an infrastructure—a "digital nervous system"—that allows for the unfettered movement of information.

Gates writes that "the most meaningful way to differentiate your company from your competition ... is to do an outstanding job with information. How you gather, manage, and use information will determine whether you win or lose."

Gates was referring to companies, but this could equally be applied to people.

Speed is everything.

Delays in making decisions and delays in taking action lead to delays in getting results.

Yet every week I speak to a handful of business owners who are proud of how slowly they make decisions.

They see it as considered, measured, and analytical.

If you have identified a problem like lack of sales, been presented a solution, and that solution meets obvious criteria, commit to the solution and implement it, as fast as you can.

When Mickey came to me, he wanted help scaling his business (without sacrificing his fitness, family, or freedom).

He decided quickly, committed quickly, took action quickly, and got results quickly.

In 8 weeks, he got the triple win (business + fitness + family):

- Hit a record $130k month in his business

- Hit a lifetime PR on his deadlift (585 lbs for 3 reps)

- And took his son fishing for a weekend down in the keys.

While his competitors are still "thinking about it" or "looking at all their options", he's getting results.

And he's only just getting started.

Are you ready to jump into the fast lane or are you in the slow lane on the road to nowhere?

===

P.S. The Total Man Project is open this week for 8 new folks. DM me privately and I’ll get you the details.

Chaos should not be the natural state.

At work or in life.

It’s impossible to grow your business + improve your life

If you’re constantly busy

Rushing around putting out fires

And stuck in reaction mode treating life like a hellish game of whack a mole.

You have big ideas.

You have work you want to ship

Big projects you want to complete

And life experiences you want to have

But things keep slipping through the cracks.

You keep dropping the ball.

And you can’t seem to get ahead because:

- You constantly feel like you have too much on your plate
- You don’t have the time to get important things done
- You have trouble figuring out what to prioritize
- Projects go on and on, with no end in sight
- You feel like you’re always the bottleneck

If you want to have it all as a modern man…

The fun, wildly profitable business…

The weaponized body…

The passionate marriage…

This has to change.

You need a system to manage your time and focus.

And in my world, that system is called The Weekly Productivity Engine.

It’s how we take your goals and break them down into small, manageable sprints with clearly defined tasks

So you get more done without burning out.

Every 2 weeks you ship work and projects that matter.

Do that for 1 year, and both your business and life will be unrecognizable. 

Mick, provides a great example of this.

As an entrepreneur dad running a multi-six-figure biz

He’s responsible for a lot on a daily basis.

When I first taught him the Weekly Productivity Engine, he sent me this:

“I have so many things I am juggling on a day-to-day/week-to-week basis I often forget things here and there. I feel like this will keep me focused on big rocks every week and allow me to keep chipping away on things that will make a difference.”

And then a few months later he sent me this:

“Biggest win:  had my best month ever with $130k in revenue. Pretty pumped about that!”

Random coincidence?

I think not.

Calm, focused, intentional work is a modern-day superpower.

The Weekly Productivity Engine is available this week for $100.

DM me for the details.

Are you setting the conditions for success in every domain of your life?

Success in your:

- Fitness
- Family
- Business
- Friendships
- Spirituality

Inside Total Man we have standards for each of those life buckets.

Such as having a body that’s weaponized

A leveraged New Era business that makes at least $15k/month profit

And a marriage with date nights, family holidays, and loads of intimacy (so you don’t become roommates with your wife).

But that doesn’t happen by accident.

Most growth and success comes down to setting the conditions for things to happen easily and smoothly 

So you don’t get stuck fighting an uphill battle.

I can’t walk out into a field, plant a seed, and expect it to magically grow.

The conditions for success must be present first (fertile soil, the correct climate, etc.).

When those conditions are present, the seed will grow naturally without me having to work too hard.

The high-performers inside Total Man get this and have constructed their world in a way so that the conditions for success are always present.

Such as setting an alarm to go to bed.

This small action doesn’t seem like much.

But when you go to bed on time you get more sleep.

When you get more sleep you wake up on time with more energy.

When you wake up on time with more energy you don’t skip your morning workout.

When you don’t skip your morning workout you feel weaponized for the rest of the day.

And so on and so forth.

Equally important are the anti-conditions.

The barriers you need for certain things not to happen.

Such as putting your cell phone on airplane mode (or putting it in an actual safe if airplane mode remains too tempting for you).

So it doesn’t distract you.

Finding success and winning in this world is hard enough.

Do yourself a favor and get moving downhill by creating the systems and conditions for success.

===

P.S. If you enjoyed this, you'll love my FREE training:

WATCH how my new era one person biz makes $15-30k/month profit with 1 hybrid offer, 1 funnel, no sales calls and working just 3-4 days per week (so I have more time for my fitness, family and fun)

Link in bio.

How to 2x your productivity

Without doubling your work:

===

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How to 2x your productivity without doubling your work

We had a date to one of our favorite bakeries here in Knoxville last weekend.

As we pulled into the parking lot at 9 AM on Saturday…

I saw what I always see when we go here…

A line of excited customers stretched out the door.

Mingling.

Sipping on coffee.

Salivating at the smell of fresh baked bread and pastries.

An excellent product, great service and intentionally limited supply has placed this business in the Goldilocks zone.

Where they always sell out.

Which feeds more pent-up demand from the folks who “missed out.”

Which means they sell out again the next week.

And so on and so forth.

It’s like an unstoppable flywheel that just needed a bit of momentum to get started…

But now that it’s turning, it powers itself.

The peace of mind that comes from running a low-stress business…

That has more demand than supply…

Cannot be overstated.

My previous business didn't function this way.

And it nearly broke me.

The stress of starting from zero each month.

Of having to chase down leads and demand all day every day.

To then get them on the phone to “hard close” them

Led me to build a business I grew to hate.

Now, I do things differently.

Instead of always being open and having unlimited supply (which puts you on the marketing/selling hamster wheel of death).

I intentionally limit supply.

And use The Offer Rhythm to open the doors periodically to a line of hungry customers eager to buy.

I then present them with a simple Hybrid Offer (via a doc)

That’s easy to say yes to + builds a highly leveraged community with volume and a highly intimate cohort of private clients simultaneously.

This has resulted in a business that’s:

- Fun
- Lean
- Simple
- Efficient
- Profitable

And can be run by me (+ a VA).

So my family and I can put living and life before work.

This is the New Era Model.

And it’s available to anyone willing to think and do things differently.

===

P.S. If you enjoyed this, you'll love my FREE training:

WATCH how my new era one person biz makes $15-30k/month profit with 1 hybrid offer, 1 funnel, no sales calls and working just 3-4 days per week (so I have more time for my fitness, family and fun)

Link in bio.

I’m inviting you to a workshop.

It’s about 2xing your productivity without doubling your work.

So you can supercharge who you are - an entrepreneur - while also leveling up your fitness, spending more quality time with your family and having more fun.

I’ll show you how to identify the highest priority project that needs to be completed to move your business (or another life domain) forward.

How to shape the work to be done so you clearly understand the boundaries (and don’t get sucked into a project monster that grows out of control).

How to take that project and break it down into discernible “sprints”

How to take those sprints and break them down into actionable tasks.

And then how to execute those tasks without getting distracted by shiny objects.

You’ll experience…

Lean.

Simple.

Efficient. 

Stress-free growth.

That happens every 2 weeks like clockwork.

And wake up each day feeling utterly unstoppable.

I’m giving you a completely done-for-you Weekly Productivity Engine (full of frameworks, cheatsheets, playbooks, and templates). 

That way you don’t have to create anything from scratch and can implement quickly.

And inviting you to a live AMA Thursday 5/2 at 12 PM EST where I'll show you everything and then help you create it for yourself.

If you want to weed out distractions, accomplish more by working on less, and have it all as a modern businessman, then this is for you.

The replay is included for anyone who buys today.

And today is the last day you can buy a ticket.

DM me if you want the link.

How a coach went fully remote (and bought a house)

By following these 5 key steps:

===

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🔔 Join 5000+ men getting proven systems to win in business, fitness and marriage (free) --> jamescerbie (dot) com

How a coach went fully remote

I recently had to sit my wife down for a serious conversation.

I told her that our relationship wasn't scalable and that we were transitioning to a group structure with limited access to me. 

If she had a question, she couldn't directly speak to me; instead, I would direct her to a training portal with a video answering her query.

She responded by throwing a chair at me and walking out of the room.

Clearly, she's not ready to make it to seven figures.

This absurd, made-up story is a metaphor for how many coaches and consultants approach their client relationships. 

They often say, "It's not scalable," a phrase commonly uttered by those with very few clients and no actual scale. 

The opposite of scale is intimacy, which benefits from closeness, connection, and clear boundaries.

I decided to cap The Total Man Project at 100 people, maximum, ever. 

I wanted to create something I could pour all my resources into and ensure that people knew they would have access to me and my expertise.

I won't lie – this hasn't been comfortable. 

As it's grown, it's become obvious how much money I'm leaving on the table with this commitment. 

It's also clear how this constraint has built a strong, confident, connected community. 

Watching clients use similar constraints has reinforced my belief in the flawed concept of infinite scale. 

Having unlimited supply means you're always chasing unlimited demand. 

It's like a thirsty man trekking through the desert, never quenching his thirst no matter how many leads or clients he acquires. 

It's a never-ending hamster wheel of expectations where 'enough' never arrives.

The lack of stress in a business with more demand than supply cannot be overstated. 

I see this in myself and in clients who use constraints, optimizing size for fun, access, and intimacy. 

In human-centered businesses, bigger is rarely better. 

Scale has its place, but it's rarely in the types of life and businesses most men are trying to build.

Total Man is open this week for folks who want to join me in building a business, body, and life that’s right for you.

DM me privately if you want the details.

Last month my family and I flew to Mexico for a vacation.

Mexico is ~2000 miles and many hours away from Tennessee.

When the pilot takes off he has to choose a precise bearing to get us there.

When you're inside a plane you're oblivious to whether the pilot is going in the right direction.

Everything looks the same out the window.

One degree doesn't sound like much and you couldn't tell from inside the plane.

If you’re off course by just one degree, after one foot, you’ll miss your target by 0.2 inches. 

Trivial, right? 

But…

- After 100 yards, you’ll be off by 5.2 feet. Not huge, but noticeable.

- After a mile, you’ll be off by 92.2 feet. One degree is starting to make a difference.

- If you veer off course by 1 degree flying around the equator, you’ll land almost 500 miles off target!

In other words - a tiny change will leave you in a completely different city.

The same happens when you're trying to grow.

You are doing all the right things but they're not working like you hoped.

If the steps in your mindset and business are off only slightly then it won't get you the results.

Your energy is slightly off.

Your focus is slightly off.

Your offer is slightly off.

This is deeply frustrating as you're doing all the right things but not getting the results.

They aren't broken, just need a nudge back on course.

When things aren't working we often look for big changes.

Just like a plane, a small nudge in the controls will get you to the destination.

Finding someone who has flown the route before, knows the bearing and has helped others fly the route is the fastest way to find your 1 degree.

You just need an experienced pilot.

And that’s what I do for you in Total Man:

Total Man is open until Friday.

DM me “NUDGE” if you want the details.

My first job out of college was with Bank of America.

I put on the suit and tie every day

Went to work

And was astounded by how little actually got done.

You’d think having quarterly, yearly, and 5-year goals

Paired with “hustling” for 60 hours per week

Would lead to a lot of achievement

But it didn’t.

It’s not that the men I worked with at Bank of America weren’t smart and talented.

They, in fact, had brains and talent for days.

And I’m seeing the same thing today with the entrepreneurs I work with inside the Total Man project.

Men who have the necessary ingredients to build a business, body, marriage and life that all work at the highest level…

Yet stuck in the busy trap. 

Succumbing to the “get shit done” mentality that plagues work today.

This may be a harsh truth to swallow

But if you’re always busy and your business + life aren’t measurably improving every month…

AND/OR

If your business is killing you, your family, and your relationships with tasks that are eating all your time and energy…

Then something is broken.

You see, “old work” is inefficient.

It’s a “brute force” approach to getting things done that’s not concerned with collateral damage.

While “new work” is highly efficient.

And takes a “tactical” approach to getting things done.

We establish the highest priority project that needs to be completed to move the business (or some other domain in your life) forward.

We shape the work to be done so we clearly understand the boundaries (and don’t get sucked into a project monster that grows out of control).

We take that project and break it down into discernible “sprints”

And take those sprints and break them down into actionable tasks.

Then we execute those tasks without getting distracted by shiny objects.

Lean.

Simple.

Efficient. 

Stress-free growth.

That happens every 2 weeks like clockwork.

That's what new work is all about.

I’ll show a small group of men how to do this next Thursday 5/2 using my Weekly Productivity Engine.

You can get a ticket through Friday.

DM me for the deets.

In business, profit is king.

Yet it’s easy to lose sight of that with so many voices on the internet screaming at you about growth for growth's sake.

Doing $20k/month top-line revenue?

Well, shoot - you should be doing $80k/month top-line revenue.

Or $100k/month…

What these folks fail to discuss is the number that matters most - profit.

How much of that revenue actually makes it to your bank account each month?

I was chatting with 2 folks recently who brought this front and center for me.

The first has grown an incredible business that does something in the ballpark of $5 million annually.

Yet he was funny when chatting about his growth because he admits that he’s not paying himself anymore now than when his business was doing $1 million per year.

In his words - “all I’ve grown is an additional $4 million worth of headaches and problems.”

The second had a similar experience.

His businesses looked successful but had one fatal flaw: the take-home profit was horrible.

He ran a $150,000/month community.

But took ~$10k/month home.

He found making money was easy.

But it all disappeared before hitting his bank account.

I found myself caught in a similar revenue growth trap a few years back.

Wanting a “big” business with a big team doing as much revenue as possible.

Yet as my business “grew” the money in my bank account didn’t (only my workload and stress did).

I’ve designed my New Era Model from the ground up to solve this problem.

I’m no longer looking to build an empire.

Just a wildly profitable, fun, leveraged business that serves my family and life.

And I’ve figured a way to do it with no sales calls, no team, and only working 3-4 days per week on the tools.

You can get it inside Total Man.

Doors close tonight.

DM me privately if you want the details.

We had a banger of an office hours session last week in Total Man.

Where we jammed on:

- Identifying your Domain of Mastery

- How to grow an audience on LinkedIn & IG

- How to use micro offers to quickly drive more sales

- The easiest way to launch a new program (successfully)

- How to clarify your niche and messaging using The Transformation Map

- How to structure a training so people are begging to work with you by the end

- The one small tweak that turns an average offer into a high-converting Hybrid Offer

- How to easily start Conversion Conversations that bring warm leads into your funnel

- Setting up your Offer Trifecta Funnel (so you get leads every day and clients every week)

Want the link to watch the replay?

Don’t wear chaos

Being busy

Squeezing in workouts

Missing family dinners

Multitasking like a madman

Never-ending to-do lists

Or hacking your sleep to get more done

As a badge of honor.

Because it’s a sign that something’s broken.

It’s going to be damn near impossible to:

- Grow a fun, wildly profitable business
- Build a weaponized body
- Be present with your kids 
- Date your wife
- Love your life

If you're time-poor and running around like a chicken with your head cut off.

But it doesn’t have to be that way.

It simply doesn’t have to be crazy in your business or life.

You can feel like you’ve got just the right amount on your plate.

You can consistently get your most important work done.

You can easily figure out what to prioritize.

You can ship new work and projects every 2 weeks that move both your biz + life forward.

You can remove yourself as the bottleneck.

And you can build a business and life that feels aligned, efficient and, dare I say, effortless.

But only if you have the right systems in place.

Take Sebastian as an example.

He was feeling distracted, overwhelmed and stretched thin trying to stay on top of his business, his health, his family, his friends and his life.

He had more potential than he was using.

But felt the toll from grinding to build his business and putting that before himself.

We chatted and I showed him how to run my Weekly Productivity Engine.

About a month later he sent me this:

"Productivity up 20% - focused efforts on big projects/not missing as many small things day to day. And 20% profit increase as well with more on the way!"

Profits up.

Free time up.

Stress down.

This is the way.

I’ll show a small group of men how to do exactly this next week using my Weekly Productivity Engine.

DM me if you want a guest ticket.

Anytime I’m struggling to scale my business, improve my fitness, or amplify the love I experience at home with my family…

There’s usually a simple culprit: complexity.

Every time I allow complexity to creep in, things grind to a halt as I get distracted by shiny objects.

And then when I get back to executing the basics at an outstanding level, shocker, the results start pouring in again.

In over a decade of coaching, I’ve seen the same thing with my clients.

Very, very few men consistently apply the fundamentals at a high level.

Every time I work with men it's usually re-installing the fundamentals they lost through complexity, expansion, and sabotage through boredom.

The fundamentals of weaponizing your body so you have high levels of energy and enthusiasm.

The ability to focus so you can accomplish more by working on less.

And a natural sales process so you can make more money in a leveraged way.

Whether you're just getting started or making millions, I'm willing to bet there's a gap in the flow.

It's showing up in one of the three phases:

Not enough energy.

Not enough focus.

Not enough leveraged profit.

Take Adam and Kyle.

2 dads in Total Man.

They each had record months in their businesses ($25k+). 

While also making gains in the gym and spending more quality time with their families.

And it didn’t require some fancy marketing technique or sales process.

We simply installed a system in their life so they can focus on the 4% of activities that drive 64% of the desired results in their business, fitness and family.

That’s the outcome that increased clarity, focus and energy achieved.

Tomorrow is the final day you can join Total Man.

Doors close at 6 PM EST.

If you’d like the details, DM me “FUNDAMENTALS”

The order in which you prioritize your energy, your time and the profits you make in your biz will greatly impact your success.

Yet I see men get this wrong all the time.

To the tune of bad health, failed marriages, broken families and poor relationships.

You have to appreciate that your journey to becoming the Total Man requires 3 systems:

- Performance systems so you have more energy
- Productivity systems so you have more time
- Profit systems so you make more $$

Energy is the foundation.

Then time.

Then profit.

Chasing profit first without the foundations of energy and time is like trying to win a race on one leg.

You may get out to a strong start.

But eventually, something breaks

And it's usually your health, your family, and/or your relationships.

Kyle provides a great example of this.

He came into Total Man wanting to elevate his business (among other things).

But after doing a quick audit of his current situation it was clear what he needed first were systems for his performance (energy) and his productivity (time).

We weaponized his body using the Body Weaponization Blueprint. 

We used the Daily Attack Plan to help him weed out distractions and identify and focus on what is meaningful, so he could accomplish more by working on less.

And made it easier for him to connect with his wife and kids daily using the Passionate Marriage Protocol.

After 4 weeks he sent me this:

“Huge win these past 2 weeks. My practice blew up and I had the most productive month in 5 years of my business”

Note that we didn’t work on lead generation, lead conversion, his offer, or how he delivered his service.

Yet he had the most productive month in 5 years of his business.

That’s the power of having systems in place for your energy and your time.

Don’t become so focused on profit that you miss the bigger picture.

===

P.S. If you enjoyed this, you'll love my FREE training:

WATCH how my new era one person biz makes $15-30k/month profit with 1 hybrid offer, 1 funnel, no sales calls and working just 3-4 days per week (so I have more time for my fitness, family and fun)

Link in bio.

3 steps to consistent $15k months (and beyond)

As an online coach:

===

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Comment below or DM me “HYBRID” for the deets

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