A 44 Day System Built To Change What’s Next.

Mission First™ exists for one reason: to rebuild the identity behind your next chapter, not just the strategy on top of it.

Over 44 days, a weekly group session, a personal 1:1 with a Mission First founder, and an accountability partner reset what’s actually driving your decisions, so the change holds everywhere, not just in the room.

Apply now

Admission is selective. Start with a short application.

About Mike

Mike Rosenfeld’s Background.

Twenty five years spent in the room with the people whose next decision actually mattered.

700+FoundersClient work across elite organizations

44-DaySystemThe full arc of Mission First™

25+YearsPerformance science, applied and measured

1999FoundedYouth Expressions, a national model

Mike Rosenfeld, co-founder of Mission First

High Performance Expert and Executive Advisor.

25 years advising founders, executives, and pro athletes through the highest-stakes decisions of their careers. Client work with Salesforce, Charles Schwab, Universal Entertainment, The Florida Panthers, and Novak Djokovic. Keynotes for Masters of Scale (700+ founders in the room), YPO, and EO. Featured on The Oprah Winfrey Show.

Founded Youth Expressions in 1999, later recognized as a national best-practice model through work with The Source and Alicia Keys.

About Lee

Lee Davy’s Background.

Over three decades exploring human potential, vitality and what it takes to embody transformation.

600+TransformationsWorking with clients globally, under the 44 Day System

44-DaySystemThe full arc of Mission First™

30+YearsExploring human potential and personal growth

2001FoundedFirst CrossFit-style gym, with turf and a ramp system

Neuroscience and Vitality Optimization Expert.

30+ years studying human potential and transformation. Mentored under Charles Poliquin, Bob Proctor, and Joe Dispenza. Ran his own training facility in Toronto for over a decade and opened one of the first CrossFit-style gyms before the category existed.

Creator of The RAMP Training Methodology and The Freedom Method Transformation Architecture. Has led transformative retreats and breathwork sessions in 8 countries for more than 10 years.

About Justin

Justin Reich’s Background.

20 years uncovering blind spots and unlocking greater potential, personally and professionally.

500+High PerformersDeveloping strength beyond the body

44-DaySystemThe full arc of Mission First™

20+YearsStrength training, functional wellness & mindfulness

2012FoundedMetabolic Trainer, a holistic hormone optimization program

Justin Reich, program guide at Mission First

Strength and Mindfulness Expert.

19 years helping high-achieving men build strength beyond the body. Mentored under Tim Grover, Charles Poliquin, Matt Fury, Steven Cazeault, Greg Peterson, and Jon Sicora, with practices spanning strength coaching, mindset, functional medicine, self-image psychology, and hormone optimization.

Lives what he teaches: strength in body, mind, and relationships, including staying a fully present father while co-parenting his son after separating from his son’s mother.

The Cost

What This Is Actually Costing You.

You’ve built something real. That doesn’t mean the internal drag went away. Eight signals most people recognize.

Inconsistent ExecutionGood intentions, uneven follow through. Results depend on your mood that day.
Slower DecisionsGood instincts, slower calls. The gap widens as the stakes of the next chapter rise.
Stalled MomentumEnergy and effort that quietly fade before the goal is reached.
Identity PlateauWho got you here isn't automatically who you need to become next.
Life MisalignmentEveryone's busy. Priorities don't match daily actions. Effort doesn't compound.
Reactive Under PressurePressure that used to sharpen you now just creates friction.
Slower Time To ValueNew goals take longer to land than they should.
Uncertain DirectionNo clear picture of what the next chapter is actually built toward.

Eight signals. One shared root: an identity never upgraded for this chapter of life.

Why It’s Worth Doing Now

Personal Transformation. Powered By The Room.

Mission First™ is personal work done in public, with a room of success driven, high level people doing the same 44 days at the same time.

The Personal Work

A weekly 1:1 with Mike, thirty minutes, entirely yours
An accountability partner paired to train alongside you
Daily practice that installs the identity between sessions
A next chapter built on purpose, not autopilot

The Room

A weekly two hour group session with the full cohort
Peer accountability from success driven, high level people
Shared language and real pressure testing, not isolated effort
Confidential by design, built around people at your level

The Experience

The Weekly Schedule And Process Steps.

1Assess
2Define The Win
3Set The Standard
4Regulate & Align
5Commit
6Execute
7Measure
8Integrate

2 hrsWeeklyGroup session, weekly, the full cohort together.

30 min1:1 Coaching With Mike, WeeklyFocused coaching against your standard.

WeeklyAccountability Check-InCheck in with your paired accountability partner.

Total weekly commitment: about two and a half hours, one group session, one 1:1, and your accountability partner. This isn’t time away from your life. It’s what makes every other hour of it sharper.

What Clients Say

What Past Clients Say.

This work goes beyond typical coaching: it restores you to your true essence, clearing away the patterns shaped by childhood experience to reveal who you really are underneath. The results are profound: more clarity, more wholeness, and a lasting sense of coming home to yourself. This is transformation at its deepest level. My sincere gratitude to Mike and the team.
Nancy Wu

“We were so impressed with the impact from the one on one leadership coaching that we contracted him for additional coaching with senior managers.”

“Mike excels in helping clients develop the mindset and skills necessary to achieve new levels of success in their personal and professional lives.”

“He has an incredible ability to impart a sense of motivation and purpose. He has always been a force for getting others the success they want.”

“Mike Rosenfeld's approach and methods are not only effective but transformational. If you're serious about achieving what you're capable of, he's the man to see.”

Sam Lipman-Stern Award-winning director

Brett Behney Dynamic movement specialist

The Return

What This Returns For Your Life.

These are the outcomes we track, in the room and in your life. You define what matters on day one; we measure movement throughout.

Per You

Faster, clearer decisions under pressure
More consistent execution, week over week
Stronger presence and communication
Energy that holds through a demanding season

Inside The Room

A network of high level peers moving through the same 44 days
An accountability partner who holds every commitment you make
A shared standard that reinforces itself long after day 44
Proof points witnessed by people who get it

Ask what one more year of inconsistent execution costs you. Then weigh it against solving it once, at the source.

How To Begin

Is This Right For You, And How To Start.

Right for people who are already succeeding and want the next level of execution, and ready to be measured against a standard, not just inspired. Not the fit for a one off workshop or a quick fix with no follow through.

Four Steps To Day One

Application & Discovery Conversation

A 30 minute call about where you are now and where you need to be.

Complete A Personal Assessment

A short diagnostic mapped to I-AAiMM™, pinpointing where execution breaks down.

Get Matched

Placed in a cohort of high level peers and paired with your accountability partner.

Kickoff

44 days begin: weekly group session, weekly 1:1, daily practice.

The Next Move Is Yours

Your next chapter needs more than a goal. It needs a standard.

If you are ready to examine how you operate under pressure, define what comes next, and practice it for 44 focused days, begin here.

Apply to Mission First No quick fix. A structured process and a measurable standard.

Questions Answered

Questions worth answering.

What is Mission First?

A 44-day personal performance experience that combines group work, individual coaching, daily practice, and paired accountability around the I-AAiMM™ Method.

Who is this for?

People already carrying meaningful responsibility who know their next chapter requires a more deliberate way of operating under pressure.

How much time should I expect each week?

Total weekly commitment is about two and a half hours: one group session, one 1:1, and your accountability partner.

What is the investment?

Investment is discussed once fit is confirmed. Applying does not obligate you to enroll.

Is this therapy?

No. Mission First is a personal and professional performance program. It is not medical care, psychotherapy, or a substitute for licensed clinical support.

What happens after I apply?

Mike's team reviews your application for alignment and follows up about fit, timing, and the right next step.