Ben Coomber | Human Optimisation Specialist

💊 Founder of Awesome Supplements
⚡️ The Dose is Everything
🎙️ #1 Rated Podcast & Bestselling Author of ‘How to Live an Awesome Life’
🏆 21x awards so far

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

3 years since I posted my last episode on Ben Coomber Radio, until today….

2025: The Year of FREEDOM

As a man, my #1 guiding value in life is FREEDOM. This podcast covers what the goal of FREEDOM looked like for me in 2025, which was my guiding North Star, and why so few achieve it because of the work they don’t do on themselves.

My goal of this show, to inspire you with the pursuit of freedom.

Here’s to making 2026 one of true, deep, meaningful growth.

p.s. an old image from back in the good ole days of bringing the best people in the game onto the show!

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Kids don’t grow up in our words.
They grow up in our energy.

They absorb our moods, our beliefs, our stories — all the things we’ve never questioned or healed.
The most dangerous thing is to not see it.

This is why I’m obsessed with self-development.
It’s not just for me.
It’s for my kids.
And their kids.
And their kids.

My great grandkids - who I'll watch grow up...

Every book I’ve read.
Every therapy session.
Every week of meditation.
Every coach I’ve worked with.
Every podcast I’ve listened to.
Every page I’ve journalled.

It’s all been to develop me, mentally and emotionally. Not just for my own growth, but for my family’s future.

This isn’t just about now.
Our work on ourselves shapes generations to come.

I'm literally helping my grandkids thrive, by ensuring I thrive.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Don’t push through, find out why you are struggling. What’s the friction? Also what do you feel is the purpose behind it?

So many feel meditation is “to quiet the mind”

It’s not, it’s to understand the mind, to learn where you next need to develop mentally and emotionally, and to become the observer of your thoughts

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

It was HARD.
I hated it.

The thoughts.
The feelings.
The memories.
The shame.
The truth about who I really was.

So I ran.
For years.
Even pretended I did it as a coach.

It was all f**king lies.

With ADHD and an addiction to work, my self-worth was tied to output.
If I wasn’t doing, I felt worthless.
Sitting still felt like death.

Then one day, a man I respected told me meditation was his superpower in business and life.
That hit me.
I wanted that.

So I committed.
Tried different techniques.
Did the reps.

Slowly, things shifted.
The teachers appeared.
The right methods found me.
The next steps became clear.

The truth…
The reason I “couldn’t” meditate was exactly why I needed to.

I’d been stuck overthinking the how.
That’s the trap.
You just have to start.

Because unless you walk the path, the path won’t reveal itself.

I resisted my own mental and emotional work for years because I was scared.
Ashamed.
Guilty.
I thought admitting what was inside me would make me weak.

It’s the opposite.

Now, I’m the most grounded, powerful, and secure I’ve ever been.
Because an emotionally balanced, unwounded, aware man is a man fully in his power.

Men — do the work.
Stop running.

Running won’t protect you.
It only keeps you trapped in the version of yourself you secretly want to escape.

I know.
I did it for years.

And all it did was take me further from my truth.

When you face yourself, you don’t just find peace — you find power.
Real power.

Because the truth doesn’t just set you free…
It makes you unstoppable.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

You can design for FREEDOM now.

You can shift how you work.
Change what you prioritise.
Create more space for what makes you feel alive.

Life design isn’t just about where you live.
It’s about how you live.

As entrepreneurs, we get to choose how we work.
We get to design life our way.
We get to define the rules.

We made the bold move to create something, don’t create something that imprisons you, build for FREEDOM

Yet many of us get sucked into work, work, work - and lose sight of why we’re building in the first place.

For many men (including me), it’s freedom.

Freedom of time.
Freedom of health.
Freedom of money.
Freedom of choice.

That freedom doesn’t arrive “when you make it.”
It arrives when you build for it, deliberately.

Build for freedom now.

Why wait?

#lifedesign #business #freedom #entrepreneurship

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Have you outgrown your coach?

If you’re feeling stuck, it might not be your fault.

A coach can only take a client as far as their own experience, skill, and personal growth allows.

When you surpass that, progress slows. You hit a wall.

That’s not shade on them.
It’s just truth.

If you want to keep growing, you need people who challenge you to new levels.

Who see what you can’t.
Who’ve walked the path ahead of you.

And this isn’t just about coaching.
Anything in your life that’s meant to create an outcome if it’s no longer delivering, you owe it to yourself to reassess - and if needed, move on.

Stop pouring time, energy, and money into things that no longer serve you.

Audit your life.
Cut the dead weight.

Invest in what’s truly going to move you forward.

And if you’re ready for high-level performance coaching, and feel I could be the next step for you, send me a DM. Let’s see if we’re a fit.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

My journey with caffeine over the last 5 years has been DEEP

One of necessity then one of optimisation as I traversed phases of recovery with my health, then optimising of my performance in and out of work, here’s my currently status and reflections…

DOSE

For me the dose is everything. I came to the conclusion after lots of 100% caffeine free periods that I perform better in life on caffeine, but only a little

I’ve played around with dosages hugely, varying my intake by 2g of coffee each time

I’ve settled on 8g of coffee beans being perfect for me for a nice effect with no downsides

I make my coffee with 8g of caffeinated beans and the rest decaf (I use GodHead coffee)

VOLUME

This is also key. I now have 1-3 per day, sometimes none.

I’ll have none if I’m feeling super chill and my CNS just wants to rest and cruise (I’ve very in tune with what my body needs now, and always give it then, I’m done with pushing, 100% presence is the goal)

Otherwise there are no hard rules, I just go by feel, but I never drink caffeine past 2pm, never.

Sleep is sacred.

TYPE

For me I’ll always choose a very high quality coffee (GodHead for me currently, my other choice would be Exhale if I wanted to mix it up, but GodHeads decaf with milk is the best I’ve tasted, and quality it legit)

Otherwise I’ll opt for a tea lightly stewed, and that hits a nice level for me too

TRAINING

This is the only time I break the rule, when I’m hitting the gym to train weights and want to train hard

Then I’ll have a stronger coffee and let the fired up CNS do its thing - ensuring I have it 20-30 minutes pre training

If I’m training normally, or playing sport etc, I’ll take nothing, just get hydrated and get on with it.

A FINAL THOUGHT

I personally feel most are addicted to caffeine in some way. I was anyway.

Back in 2020 I was on 1 giant filter coffee pot with a whopping 32g of coffee in it, then 2 monsters throughout the day….

Complete DICK.

WHY? All in the name of hyper productivity as a work and training addict

Like anything, the devil is in the dose, and how the dose affects the devil!

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

My 3 year old just said to me as she was about to take her vitamins

“I really like the lion”
(There was a lion on the bottle)

I saw an opportunity. So, I crouched down and said…

“Make sure you always feel like you can roar from your heart, promise me that”

They both nodded. Then I said “3 , 2, 1”

And they both just ROOOAARRRED

I love being a dad ❤️

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Why do some coaches charge so much per hour?

Because you're not just paying for an hour.

You're paying for:

- 1,000+ hours of study

- £100,000+ spent on courses, mentors, therapists, retreats

- Lived experience doing the work, not just teaching it and reciting what all the books say

- The emotional load of holding your goals and fears

- Time spent thinking about you outside of sessions

- The skill to see what you can’t and move fast

You're not paying for time.
You're paying for clarity.

For depth.
For precision.
For speed.

I’ve helped men unlock in one session what took others 5+ sessions to even touch.

That’s not arrogance.

That’s what happens when you’ve lived it, felt it, and know exactly where to go.

But let’s be honest — there are coaches charging high-ticket fees who haven’t done the inner work, built anything real, or actually live their work full out

I have. I do.

And that’s the challenge now - weeding out the fluff from the substance.

We’ve all seen the business coach whose only business is… business coaching.

Cheap coaching can cost more in the long run...

In wasted time.
In missed potential.
In slow, surface-level progress.

The right coach?

They shortcut years.

They call your truth forward.

They move you—fast.

That’s why it costs more.

Because it’s worth more.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Most men lift with intensity in the gym…
But they rest like they’re still in the fight.

Pacing the gym.
Staying hyped.
Like a lion on the hunt.

Try something different:
Close your eyes between sets.
Breathe calmly.
Let your nervous system reset.

It won’t just help your training;
Lower heart rate.
Steadier breath.
More stable CNS.
(Making you stronger for your next set)

It also trains you to regulate your emotions.
To think clearer.
To feel more.

Because when you stay constantly charged,
You block flow.
You narrow perspective.
You kill creativity.

And the gym can be a creative space.
A place to solve problems.
Process emotions.
Explore thoughts.

You can still be the lion.
But pick your moment.
Explode when it’s time to lift.
Then return to stillness.

Power isn’t always in the charge.
Sometimes it’s in the calm between the storms.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

I want a life of freedom

It’s my #1 value as a man

Not just financial freedom

Not just time freedom

Freedom of mind

Freedom of soul

But to live that way,
I had to free myself from my addictions.

Not just the obvious ones

Caffeine
Alcohol
Dopamine

But the subtle ones too

Work
Achievement
Constant doing
Control

I used to say I was building a business for freedom…

But what I had was only partial freedom

I couldn’t sit still for ten minutes

I’d panic when things slowed down

I chased “more” because I was scared of stillness

That wasn’t freedom

It was dependency in disguise

Fear driving my every move

A free man?

He performs without the caffeine hit

He leads without chasing praise

He slows down without guilt

He can sit with himself—and feel peace

He’s clear
He’s grounded
He’s present
He sees truth

Because his worth isn’t tied to output

And his peace doesn’t depend on stimulation

That’s what I call a truly free man

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

I want a life of freedom

It’s my #1 value as a man

Not just financial freedom

Not just time freedom

Freedom of mind

Freedom of soul

But to live that way,
I had to free myself from my addictions.

Not just the obvious ones

Caffeine
Alcohol
Dopamine

But the subtle ones too

Work
Achievement
Constant doing
Control

I used to say I was building a business for freedom…

But what I had was only partial freedom

I couldn’t sit still for ten minutes

I’d panic when things slowed down

I chased “more” because I was scared of stillness

That wasn’t freedom

It was dependency in disguise

Fear driving my every move

A free man?

He performs without the caffeine hit

He leads without chasing praise

He slows down without guilt

He can sit with himself—and feel peace

He’s clear
He’s grounded
He’s present
He sees truth

Because his worth isn’t tied to output

And his peace doesn’t depend on stimulation

That’s what I call a truly free man

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Stop making decisions with your head, make them with your heart

And watch your life change.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

It’s normal for a MAN to train his body…

To be physically strong.

To take care of how he looks.

But what about his mind?

What about his emotional strength?

Most men I know can’t sit still with their own thoughts for five minutes.

Meditation terrifies them.

Not because it’s hard…

But because they’d have to feel what’s really there. They have to confront the thoughts that continue to plague them…

So they avoid it.

With work.
With noise.
With busy-ness.
With numbing.

But underneath it all…

They’re running on fear.

Fear of not being enough.
Fear of not being in control.
Fear of failing.
Fear of feeling.

I coach men who’ve achieved everything on paper…

Yet struggle answer one simple question:

How do you feel?

The answer is usually “I’m alright”

Which is an answer devoid of truth. Their truth.

This is the missing piece for many men.

Not another gym session.
Not another business win.
Not another distraction.

It’s time to train your mind.
To feel your emotions.
To face yourself.

That’s real strength.

That’s where real freedom lies.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

I was just interviewed with my eyes closed.

Why?

Closing your eyes shuts out visual noise and calms the conscious mind. It lets you drop into your body—and FEEL the answers.

When you feel your way to your answers, you find truth, depth, and clarity.

If you’re “umm-ing” and “ahh-ing,” you’re not fully tuned in. Your wrestling with your logical mind to find what you think is or should be the truth...

This was a brand strategy meeting. I told the consultant I’d do it eyes closed. It was unusual for them—but as the session went on, they got it.

They weren’t just getting rehearsed lines. They were getting unfiltered truth—straight from how I felt about my brand.

I got the feedback "Wow, those were some powerful answers, people usually try just get through these questions and there is a lot of stumbling around but you really connected with them and we've got some really powerful stuff here, you didn't skip a beat"

I first used this technique during my IPA coaching training. It’s powerful in coaching—and it worked brilliantly here to reveal what’s real and honest about our brand.

I’m excited for what’s ahead.

This level of clarity will help us build a more impactful Awesome Supplements.

The next time you're getting coaching, or being interviewed, or having an in depth conversation, try it, if you want depth, truth and clarity, I can guarantee you'll find more closing your eyes and dropping into your body.

But it does take a little practice, to get over it feeling weird, but once you've done that.... BOOM.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Ask yourself:

Are you waking up to run from fear — or to step into your power?

Humans are more powerful when they operate from truth, from love, from true opportunity, rather than fear.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

I used to be that entrepreneur who got up at 4:30am driven by fear:

•Fear of failing
•Fear I wouldn’t make it
•Fear I wasn’t enough
•Fear it would all fall apart
•Fear. Full stop.

That’s gone now.

Question you might be asking is, what’s it been replaced by?

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

The fear’s been replaced by presence. Possibility. Peace.

I used to believe this shift would kill my edge as an entrepreneur.

I was wrong. Completely wrong.

Now I operate from truth. Clarity. Real power.

And it’s beautiful.

[Ben Coomber | Human Optimisation Specialist @BenCoomber]

Every entrepreneur and life optimiser I personally know are doing these 9 things to maximise their performance and longevity in life

1. Eat a whole food diet

2. Make sleep a priority

3. Do resistance training

4. Supplement to get the edge / maximise performance

5. Connect with nature

6. Walk everywhere they can

7. Constantly Learn

8. Have a connecting practice like meditation or journalling

9. Surround themselves with next level, like minded people

Are you doing 1-9 to put yourself in the best possible position to perform at your best? 

Would you add a 10th, if so, what would it be?