Justin ran 10 marathons in 10 days — then built Smart Toughness from what he learned. Not Goggins. Not hustle culture. The everyday athlete's guide to doing hard things on purpose — for event organisers, executives on a plateau, and founder-CEOs who want accountability that actually works.
Trusted by leading organisations
We've been sold a lie. The idea that toughness means pushing through regardless. That discomfort equals growth. That the harder you grind, the further you get.
Justin knows this story. He also knows where it ends.
Smart Toughness is different. It's evidence-based. It's intentional. It's the ability to choose your hard thing on purpose — before the challenge chooses you — and to keep showing up, without burning out.
Not Goggins. Not hustle culture. Not extreme. Just deliberate. And it changes everything.
Clarity
Know why the hard thing matters. Effort without direction is just exhaustion.
Choice
Choose your challenge deliberately. The best growth comes from voluntary discomfort.
Consistency
Show up when it's not convenient. Relentless repeatability beats bursts of intensity.
For corporate keynotes, leadership offsites, and annual summits. Justin leaves audiences with more than a feel-good moment — he gives them a next step.
For high-performing executives and founders hitting a plateau. One-to-one coaching to build the discipline, mindset, and tools for Smart Toughness.
"Justin doesn't just motivate — he rewires how you think about resilience. Our leadership team left with a completely different relationship to discomfort and difficulty. Three months later, that shift is still showing up in how they make decisions under pressure."
"I've been to a lot of corporate keynotes. Most of them feel good in the room and disappear in a week. Justin's talk on Smart Toughness is the exception — I still think about the 10 marathons framework every time I'm facing something I want to avoid."
"Justin met me where I was — burnt out, over-achieving, and completely disconnected from what actually mattered. The coaching wasn't about pushing harder. It was about choosing smarter. That's a distinction most coaches completely miss."
Justin ran 10 marathons in 10 consecutive days — not to prove he was superhuman, but to remember he was human. This flagship talk reframes resilience: blind grit backfires, and Smart Toughness is the deliberate alternative your audience needs.
Learn more →A voluntary challenge, chosen on purpose, that creates real growth without burning out. Justin teaches audiences how to design their own Mini Misogi — the hard thing that stretches them in exactly the right way.
Learn more →Leadership is glorified. Followership is where real growth happens. This counterintuitive talk challenges audiences to rethink success — and discover that courage, craft, and clarity matter more than titles.
Learn more →You've hit a plateau. Not because you're not capable — but because the old version of you got you here. Getting to the next level requires a different kind of work.
Justin works one-to-one with executives (35–45) and founder-CEOs who are ready to do that work. No fluff. No mantras. Accountability, evidence, and deliberate challenge.
Coaching is for you if...
You're a high-achiever who feels like you're running on empty
You want to build discipline without burning out
You've tried motivation — and know it doesn't last
You're ready to choose your hard thing deliberately
You want accountability from someone who does the work too
The practical guide Justin uses with executives and organisations to build deliberate resilience — without the hustle-culture nonsense. Download free.
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Every week, Justin shares one idea, one story, or one challenge from his coaching, running, or reading. Short. Practical. Worth your time.
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Justin and co-host Ethan think out loud about leadership, AI, habits, and the mindset shifts that lead to real, lasting breakthroughs. Every episode ends with a King Move — one small, deliberate step.
Whether you're booking Justin for your stage or starting a coaching journey — the first step is a conversation.