THE HIGHLY EFFECTIVE MAN • A 12-WEEK COACHING PROGRAM FOR MEN 35+
YOU USED TO BE THE MAN ON THE TEAM EVERYONE COUNTED ON.
IT'S TIME TO BE THAT MAN AGAIN.
The Standard is the 12-week cohort for former athletes, firefighters, military, and lifters who lost their structure and want their edge back. Led by JP Bolwahnn, D1 walk-on running back at 33, National 7s rugby player, CrossFit HQ Seminar Staff member, 14-year Navy SEAL, and 20-year performance coach.
12-week cohort · 6–8 men · Next group starts Monday, June 15, 2026
AS FEATURED ON
YOU HAVEN’T FALLEN OFF. YOU’VE DRIFTED.
You’re a good man. You provide. You show up. You handle your business. But somewhere in the last five, ten, fifteen years, between the kids, the career, the shifts, the deployments, and the responsibilities you took on without ever putting any down, you lost something.
You used to wake up before the alarm. Now you snooze it. You used to attack the day. Now you survive it. You used to feel strong, sharp, dangerous. Now you feel soft, tired, and heavier than you should be.
LOSS OF FOCUS
You used to attack the day. Now you survive it.
NO STRUCTURE
Somewhere between the responsibilities, the pressure, and the years, you lost the structure that once made you dangerous.
ERODING IDENTITY
You used to feel sharp, strong, and dangerous. Now you feel soft, tired, isolated, and disconnected from the man you used to be
YOU’RE UNTRAINED.
And the team you’ve been missing isn’t gone. We’ve just been waiting for you to show up.
THE STANDARD IS BUILT FOR ONE SPECIFIC MAN.
The Standard is not a mass-market program. It's a closed circle for a specific breed of man.
THIS IS FOR YOU IF:
THIS IS FOR YOU IF:
THIS IS NOT FOR YOU IF:
FORMER COMPETITORS
Former athletes, military, firefighters, police, serious lifters, and men who used to compete at a high level.
TEAM-DRIVEN MEN
Your best memories are on a field, in a gym, on a fireground, or inside a brotherhood-driven environment.
MEN WHO KNOW THEY’VE DRIFTED
You’ve gained weight, lost structure, and don’t feel as sharp, disciplined, or dangerous as you once did.
HUSBANDS & FATHERS
Your family deserves the strongest, sharpest, most present version of you.
MEN READY TO COMMIT
You can invest 5–7 hours per week and commit to 12 weeks of focused work.
MEN SEEKING STRUCTURE
You’re not looking for sympathy. You want accountability, discipline, and brotherhood.
DONE WAITING
Done starting Monday. Done hoping next quarter magically changes things.aph Font
FORMER COMPETITORS
Former athletes, military, firefighters, police, serious lifters, and men who used to compete at a high level.
TEAM-DRIVEN MEN
Your best memories are on a field, in a gym, on a fireground, or inside a brotherhood-driven environment.
MEN WHO KNOW THEY’VE DRIFTED
You’ve gained weight, lost structure, and don’t feel as sharp, disciplined, or dangerous as you once did.
HUSBANDS & FATHERS
Your family deserves the strongest, sharpest, most present version of you.
MEN READY TO COMMIT
You can invest 5–7 hours per week and commit to 12 weeks of focused work.
MEN SEEKING STRUCTURE
You’re not looking for sympathy. You want accountability, discipline, and brotherhood.
DONE WAITING
Done starting Monday. Done hoping next quarter magically changes things.aph Font
THIS IS NOT FOR YOU IF:
THE QUICK-FIX SEEKER
You’re looking for a shortcut, supplement, or temporary challenge instead of real structure.
THE MOTIVATION CHASER
You rely on feelings and motivation instead of discipline and standards.
THE UNCOACHABLE
You resist structure, accountability, or being told what actually needs to change.
THE HALF-COMMITTED
You can’t stay consistent once life becomes inconvenient.
THE COMFORT SEEKER
You’d rather stay comfortable than confront what needs to change.
THE VICTIM MINDSET
You think the problem is everyone else instead of taking ownership.
THIS IS NOT FOR YOU IF:
THE QUICK-FIX SEEKER
You’re looking for a shortcut, supplement, or temporary challenge instead of real structure.
THE MOTIVATION CHASER
You rely on feelings and motivation instead of discipline and standards.
THE UNCOACHABLE
You resist structure, accountability, or being told what actually needs to change.
THE HALF-COMMITTED
You can’t stay consistent once life becomes inconvenient.
THE COMFORT SEEKER
You’d rather stay comfortable than confront what needs to change.
THE VICTIM MINDSET
You think the problem is everyone else instead of taking ownership.
— FOUNDER & HEAD COACH
I BUILT THE STANDARD
BECAUSE I NEEDED IT.
I'm JP Bolwahnn.
I walked on to the University of San Diego football team at age 33 and earned a spot at running back. I played 7s rugby for the Mexican National team.
I've stood on CrossFit's HQ Seminar Staff teaching Level 1 and Level 2 certifications around the world.
Before any of that, I spent 14 years as a Navy SEAL. Today I'm a firefighter on the island of Kauai, a husband, and a father.
You can do everything right and still wake up one day soft, tired, and 20 pounds heavier than you used to be.
Because life takes more than it gives back. Because shift work eats your sleep. Because deployments eat your routine. Because kids eat your time. Because being the man everyone counts on eats the man you used to be.
I rebuilt myself. Then I started rebuilding the men around me.
Twenty years later, I've coached hundreds of athletes, operators, executives, and fathers back to the version of themselves they thought they'd lost.
The Standard is the system that does it.
REAL MEN. REAL PROOF.
REAL NUMBERS.
When structure returns, everything changes. These are the men who proved it.
FEATURED TRANSFORMATION
FROM CIVILIAN TO U.S. NAVY SEAL.
(Name protected for OPSEC. Verifiable on request.)
When he came to me, he had one goal: get into BUD/S and earn the Trident. Five months later, every PST score had transformed:
He earned his contract. He made it through BUD/S. Today he is serving as an active-duty U.S. Navy SEAL.
TACTICAL
METRIC
BEFORE
AFTER
500M SWIM
8:50
8:05
PUSH-UPS
47
73
SIT-UPS
53
69
PULL-UPS
12
21
1.5 MILE RUN
9:20
8:25
METRIC
BEFORE
AFTER
500M SWIM
8:50
8:05
PUSH-UPS
47
73
SIT-UPS
53
69
PULL-UPS
12
21
1.5 MILE RUN
20
8:25
BL
Ben Lewis
WEIGHT LOSS
"Working with JP has been life-changing. I set a goal to lose 30 pounds, and I'm already down 26.8 — surpassing my wedding day weight."
LOST 26.8 LBS
RL
RAY LASOYA
MEDICAL REVERSAL
"After committing to the plan, getting his nutrition dialed, and rebuilding his training, Ray is now completely medication-free."
TYPE 2 DIABETES REVERSED
ET
ERIC TAUSEND
WEIGHTLOSS/MINDSET
"This program is so much more than just diet and exercise. The focus on the mental side was a real eye-opener for me."
LOST 20 LBS IN 3 MONTHS
BL
Ben Lewis
WEIGHT LOSS
"Working with JP has been life-changing. I set a goal to lose 30 pounds, and I'm already down 26.8 — surpassing my wedding day weight."
LOST 26.8 LBS
RL
RAY LASOYA
MEDICAL REVERSAL
"After committing to the plan, getting his nutrition dialed, and rebuilding his training, Ray is now completely medication-free."
TYPE 2 DIABETES REVERSED
ET
ERIC TAUSEND
WEIGHTLOSS/MINDSET
"This program is so much more than just diet and exercise. The focus on the mental side was a real eye-opener for me."
LOST 20 LBS IN 3 MONTHS
DN
DUSTIN NGUYEN
ATHLETIC
"Visible recomp, more strength, more endurance, more confidence in the box."
BODY RECOMP + CROSSFIT GAINS
CK
CHRIS KOMBO
WEIGHT LOSS
"From November 4th to November 29th. Down 10 lbs. Feeling good."
10 LBS IN 25 DAYS
JS
JORGE SANCHEZ
BUSY DAD
"Even with my busy schedule right now your plan of action is still working."
BUSY PROFESSIONAL PROOF
DN
DUSTIN NGUYEN
ATHLETIC
"Visible recomp, more strength, more endurance, more confidence in the box."
BODY RECOMP + CROSSFIT GAINS
CK
CHRIS KOMBO
WEIGHT LOSS
"From November 4th to November 29th. Down 10 lbs. Feeling good."
10 LBS IN 25 DAYS
JS
JORGE SANCHEZ
BUSY DAD
"Even with my busy schedule right now your plan of action is still working."
BUSY PROFESSIONAL PROOF
THE STANDARD IS BUILT ON THREE PILLARS.
THE STANDARD IS BUILT ON
THREE PILLARS.
BODY
————
———
Customized programming for men over 35 who used to train hard and need to train smart now. Strength, conditioning, and mobility — built for the body you have, not the body you had at 25. Includes nutrition that actually fits a working man’s life.
BODY
————
———
Customized programming for men over 35 who used to train hard and need to train smart now. Strength, conditioning, and mobility — built for the body you have, not the body you had at 25. Includes nutrition that actually fits a working man’s life.
MIND
————
———
Standards over feelings. The Comeback Code protocols anchor your morning and evening. Daily reps that rebuild discipline as a capacity, not a willpower performance you have to fake.
BROTHERHOOD
————
———
You don’t do this alone. 6–8 men in the cohort. Weekly group call. Voxer access between calls. Lifetime access to The Inner Circle when you graduate — because the work doesn’t stop at Day 90, and neither does the team.
BODY
————
———
Customized programming for men over 35 who used to train hard and need to train smart now. Strength, conditioning, and mobility — built for the body you have, not the body you had at 25. Includes nutrition that actually fits a working man’s life.
————
MIND
————
———
Standards over feelings. The Comeback Code protocols anchor your morning and evening. Daily reps that rebuild discipline as a capacity, not a willpower performance you have to fake.
MIND
————
———
Standards over feelings. The Comeback Code protocols anchor your morning and evening. Daily reps that rebuild discipline as a capacity, not a willpower performance you have to fake.
BROTHERHOOD
————
———
You don’t do this alone. 6–8 men in the cohort. Weekly group call. Voxer access between calls. Lifetime access to The Inner Circle when you graduate — because the work doesn’t stop at Day 90, and neither does the team.
BODY
————
———
Customized programming for men over 35 who used to train hard and need to train smart now. Strength, conditioning, and mobility — built for the body you have, not the body you had at 25. Includes nutrition that actually fits a working man’s life.
MIND
————
———
Standards over feelings. The Comeback Code protocols anchor your morning and evening. Daily reps that rebuild discipline as a capacity, not a willpower performance you have to fake.
BROTHERHOOD
————
———
You don’t do this alone. 6–8 men in the cohort. Weekly group call. Voxer access between calls. Lifetime access to The Inner Circle when you graduate — because the work doesn’t stop at Day 90, and neither does the team.
BROTHERHOOD
————
———
You don’t do this alone. 6–8 men in the cohort. Weekly group call. Voxer access between calls. Lifetime access to The Inner Circle when you graduate — because the work doesn’t stop at Day 90, and neither does the team.
THE 12-WEEK ROADMAP
THE 12 WEEKS THAT CHANGE THE MAN.
THE 12-WEEK ROADMAP
THE 12 WEEKS THAT CHANGE THE MAN.
- Full intake: training history, injury map, nutrition baseline, sleep, stress, leadership audit
- Custom programming built around your body and your schedule
- The Comeback Code: morning and evening protocol installation
- First weigh-in, first benchmark workouts, first standards set in writing
- Strength + conditioning protocol locked in (4–5 sessions/week, 45–60 minutes each)
- Nutrition dialed: simple, sustainable, no gimmicks
- Weekly group coaching call with JP + your cohort
- Voxer access for daily check-ins, course corrections, and brotherhood
- First visible body composition shifts. First "you look different" comments at home.
- Programming intensifies. Performance benchmarks tested and broken.
- Leadership-at-home and leadership-at-work modules
- The Brotherhood Standard installed
- This is the phase where the new man becomes the default man.
- Final benchmarks. Final body composition check. Final standards review.
- Your personal "next 90 days" plan built with you
- Inner Circle onboarding — because graduation isn't an exit, it's a promotion
- You walk out of The Standard with the standards, the brotherhood, and the systems for the rest of your life
WHAT'S INCLUDED
WHAT YOU GET
Choose your level of commitment.
STANDARD ACCESS
THE COHORT
$4,500
✓ 12-week individualized programming (Body)
✓ Custom nutrition plan tailored to your life
✓ The Comeback Code mindset & protocol system
✓ Weekly group coaching call with JP + cohort (6–8 men)
✓ Voxer access between calls (24/7 brotherhood)
✓ The Highly Effective Man Transformation Manual ($97 value)
($97 value)
✓ Lifetime access to The Inner Circle ($1,470/yr value)
✓ Lifetime alumni access to all future Standard cohorts
at preferred pricing
WHAT'S NOT INCLUDED
— Weekly 1:1 coaching call with JP (45 min)
— Direct text access to JP between calls
— Custom weekly programming reviews and adjustments
STANDARD ACCESS
THE COHORT
$4,500
✓ 12-week individualized programming (Body)
✓ Custom nutrition plan tailored to your life
✓ The Comeback Code mindset & protocol
system
✓ Weekly group coaching call with JP +
cohort (6–8 men)
✓ Voxer access b/w calls (24/7 brotherhood)
✓ The Highly Effective Man Transformation
Manual ($97 value)
✓ Lifetime access to The Inner Circle
($1,470/yr value)
✓ Lifetime alumni access to all future Standard
cohorts at preferred pricing
What's not included
— Weekly 1:1 coaching call with JP (45 min)
— Direct text access to JP between calls
— Custom weekly programming reviews &
adjustments
PREMIUM ACCESS
PREMIUM ACCESS
ELITE TRACK
1:1 PRIVATE COACHING
$9,000
12-week individualized programming (Body)
Custom nutrition plan tailored to your life
The Comeback Code mindset & protocol system
Weekly group coaching call with JP + cohort (6–8 men)
Voxer access between calls (24/7 brotherhood)
Weekly 1:1 coaching call with JP (45 min)
Direct text access to JP between calls
Custom weekly programming reviews and adjustments
The Highly Effective Man Transformation Manual
($97 value)
Lifetime access to The Inner Circle ($1,470/yr value)
Lifetime alumni access to all future Standard cohorts
at preferred pricing
PREMIUM ACCESS
PREMIUM ACCESS
ELITE TRACK
1:1 PRIVATE COACHING
$9,000
12-week individualized programming (Body)
Custom nutrition plan tailored to your life
The Comeback Code mindset & protocol
system
Weekly group coaching call with JP +
cohort (6–8 men)
Voxer access b/w calls (24/7 brotherhood)
Weekly 1:1 coaching call with JP (45 min)
Direct text access to JP between calls
Custom weekly programming reviews &
adjustments
The Highly Effective Man Transformation
Manual ($97 value)
Lifetime access to The Inner Circle
($1,470/yr value)
Lifetime alumni access to all future
Standard cohorts at preferred pricing
QUESTIONS MEN ACTUALLY ASK
I'M 50+ AND BEAT UP. IS THIS STILL FOR ME?
Yes. Most of my clients are 40–55 and most have at least one injury history (knees, shoulders, back, hips). The programming is built for the body you have today. The whole point of The Standard is rebuilding, not pushing through someone else's program at age-25 paces.
I'M A SHIFT WORKER / MILITARY / FIRST RESPONDER. MY SCHEDULE IS UNPREDICTABLE. WILL THIS STILL WORK?
I'm a Kauai firefighter. I run this program around 24/48 shifts. The programming flexes around your schedule, the weekly calls have a recording, and the Voxer brotherhood means you're never out of contact for long. If anything, men with hard schedules tend to over-perform in this program because they already know how to operate under constraint.
HOW MUCH TIME DO I NEED EACH WEEK?
5–7 hours of training (4–5 sessions, 45–60 min each), one 60-minute group call, and 10–15 minutes a day of protocol work. Less than the time most men waste on their phone.
GROUP VS 1:1, WHICH SHOULD I PICK?
Group if you want brotherhood as a primary force, you respond well to peer pressure, and your situation is fairly typical of the avatar. 1:1 if your situation is more complex (specific performance goals, executive pressure, a complicated injury history, or you simply want maximum personalization). On the Standard Call, I'll tell you which I think fits you.
WHAT IF I WAS NEVER A "REAL ATHLETE" — JUST A GUY WHO LIKED SPORTS OR PLAYED IN HIGH SCHOOL? AM I DISQUALIFIED?
No. The avatar is "men who used to compete," and competition is broader than starting varsity or going pro. If you played a sport in high school, ran your business like a sport, served, or ran hard at any chapter of your life and you've drifted — you fit. We'll talk about it on the call.
CAN MY WIFE OR PARTNER DO THIS WITH ME?
The current Standard cohorts are men-only by design — the brotherhood is part of the product. I do have a women's program for spouses (talk to me on the call), and a couples track is on the 2027 roadmap.
WHAT HAPPENS AFTER THE 12 WEEKS?
You graduate into The Inner Circle (included for life with your enrollment), the ongoing brotherhood with bi-monthly group calls, the community, and the standing programming. Most graduates stay 1+ years. Many never leave.
I'M INTERESTED BUT NOT SURE I'M READY. WHAT SHOULD I DO?
Book the Standard Call. Zero pressure, zero pitch — it's a conversation about whether this is the right fit right now. If it's not, I'll tell you what is. The men who get the most out of The Standard are usually the ones who sat with the decision for a few weeks before booking. That's normal.
The Standards Guarantee.
I'm not going to promise you'll lose 30 pounds. I'm not going to promise you'll be a different man at the end of 12 weeks.
What I promise is this:
If you do the work, you show up to the calls, you follow the programming, you hit your protocols 80% of the time and you don't see meaningful change in your body, your standards, and the man your family experiences at home...
I'll work with you for free until you do.
That's not a refund policy. That's a Standards Guarantee. The work is on both of us. I bring the system. You bring the effort. Nobody walks away half-built.
— JP
One decision.
You've been telling yourself you'll start when work calms down, when the kids are older,
when the deployment ends, when the pressure lets up. The pressure isn't going to let up. That's the whole job. The man you used to be is the man your family needs you to be. The man your team needs you to be. The man you need you to be.
I built The Standard so you don't have to figure this out alone. 12 weeks. 6–8 men. Brotherhood. Standards. Results. Standards over feelings. Brotherhood over hustle.
Book the call. We'll see if you fit. If you do, we go to work.
— JP
You've been telling yourself you'll start when work calms down, when the kids are older, when
the deployment ends, when the pressure lets up.
The pressure isn't going to let up. That's the whole job. The man you used to be is the man your family needs you to be. The man your team needs you to be. The man you need you to be.
I built The Standard so you don't have to figure this out alone. 12 weeks. 6–8 men. Brotherhood. Standards. Results.
Standards over feelings. Brotherhood over hustle.
Book the call. We'll see if you fit. If you do, we go to work.
— JP
STANDARDS OVER FEELINGS. BROTHERHOOD OVER HUSTLE.
DISCIPLINE IS THE ONLY WAY OUT.
THE STANDARD
DISCIPLINE IS THE ONLY WAY OUT.
© 2026 THE HIGHLY EFFECTIVE MAN. ALL RIGHTS RESERVED.
THE STANDARD
Operated by The Highly Effective Man LLC
1231 Kaena St
Kalaheo, HI 96741, United States
Phone: +1 808-482-4605
Email: [email protected]
© 2026 The Highly Effective Man LLC. All Rights Reserved.
THE STANDARD
DISCIPLINE IS THE ONLY WAY OUT.
Operated by The Highly Effective Man LLC
1231 Kaena St
Kalaheo, HI 96741, United States
Phone: +1 808-482-4605
Email: [email protected]
© 2026 The Highly Effective Man LLC. All Rights Reserved.