Brent LaJeunesse / The Forge

Performance coach for men who still carry the weight

The Forge

I refused the fade after 50. Now I help serious men rebuild the body and lead harder.

One coach. One standard. Body and leadership in the same room.

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You are not weak. You are worn.

This is for the man who holds the line. Father. Husband. Provider. You carry it all. Almost no one carries you.

You are not weak. You are worn. There is a difference.

I am not writing from a summit. I am a few steps up the same climb.

Street cop. Built an investigations firm and sold it. Led as a corporate VP. Married almost thirty years. Two sons raised into good men. One a veteran.

In my mid-50s I was fifty pounds overweight, depressed, and fighting a war in my own head no one could see. I clawed it back. Body first. Then the mind. Then the work.

I hired a trainer to fix the body. I hired a leadership mentor to fix everything else. A year later I saw the problem. I was paying two people to fix one man.

The body and the mind do not split. Not for men like us. I got the ISSA credential. I built the FORGE framework. I founded Forge Leadership Group.

Now I am both. One coach. One standard. I will not build a leader out of a man who will not train.

The FORGE Framework

Five principles. Simple enough to remember when it counts. Deep enough to build a life on. Not a system for managing other people — a system for forging yourself into someone worth following.

  • F
    Foundation

    The body is the operating system. If it fails, the rest cracks.

  • O
    Ownership

    Total responsibility. No excuses. Look at the wreckage and ask what you did.

  • R
    Resilience

    Take the hit. Stay standing. Bend without breaking.

  • G
    Guidance

    Integrity as the compass. The forged man turns outward.

  • E
    Execution

    Cut the noise. Pick the one thing. Drive it to done.

The Work

Private coaching for a small number of men each quarter. A paid diagnostic first. Then twelve weeks if we both say yes. I do not take tourists. I do not take men who will not train.

FORGE Diagnostic

$197 / 45 min

A working session, not a sales chat. Training, sleep, numbers, load at work and at home — and whether we are a fit. Credited toward The Reforge if you're accepted.

The Reforge

$7,500 / 12 weeks

  • Weekly 60-minute private sessions
  • Weekly written check-in between sessions
  • Training standard built for a body over 40
  • Leadership drills from the FORGE framework
  • Honest review of bloodwork and recovery — I do not prescribe; your physician decides. I help you stop ignoring the data.

You leave with a body that will carry the next decade and a standard you can run without me.

What twelve weeks is not

  • A workout app
  • Therapy
  • A medical clinic
  • A place to talk about the work instead of doing it

Miss the standard and we end the engagement. I will not lower the bar.

If $7,500 made you flinch, this is not for you yet. The newsletter is free. Start there.
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Field Manuals

One for the body. One for the man who has to lead it.

Badge to Boardroom

Leadership Principles Forged Under Fire

Thirty-five years of leading under pressure, from the street to the boardroom, distilled into five principles you can run. Not a motivation book. A standard.

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Forged After 50

After fifty the edge dulls for most men. They call it age. Most of it is neglect. Training that works after 50. Recovery. Recomposition. The honest place of tools like TRT with a physician in the room. Read it once. Then run it.

Order Forged After 50

The books get you the map. The work gets you the man.

Speaking & Training

Corporate leadership teams under real load. SIU, claims, and risk units. First-responder agencies and command staff. California POST Certified Instructor. No icebreakers. No slide decks full of other men's quotes.

  • Leadership Forged Under Fire — lead yourself before you lead anyone else.
  • The Body Is the Tell — why physical decline shows up in the team before the metrics.
  • Resilience for the Long Carry — how to take a hit and stay standing under sustained load.
  • From Badge to Boardroom — what transfers between worlds, and what does not.

Agency & department training: half-day and full-day leadership training for law enforcement and first-responder command staff — from someone who carried the badge, not a consultant reading about it.

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