Fitness Coaching For High-Performing Leaders

Great Leaders Lead Themselves First

We built The Fitness Project for one specific person: a business owner or leader who has spent years building something real, and is ready to stop paying for it with their health.

How this All Started

01 Where We Were

Brian and Lindsey didn’t set out to build a fitness company for business leaders.

They were in their early twenties, running separate coaching businesses in Los Angeles, competing in bodybuilding, and living the fitness-first life. Then one trip home to New England changed everything.

02 The opportunity of a Lifetime

While visiting family, they were introduced to a client’s brother, the president of one of the most successful mortgage lending companies in the U.S. with over 3,500 employees. Successful by every measure. Busy beyond what most people can imagine. And quietly looking for something he couldn’t find.

He’d just finished reading Living with a SEAL, Jesse Itzler’s account of hiring David Goggins to move into his home for a month and train him. And he wanted something like that for himself.

Brian and Lindsey said yes before they fully knew what they were signing up for. A few weeks later, they were flown to Dallas to spend a month embedded with the family.

03 The Discovery That Changed Everything

Brian trained him. Lindsey trained his wife. Together they cooked their food, taught nutrition, and helped them build the daily habits that would let two people in their late forties / early fifties keep running at the pace they’d built their lives around, without burning out.

That month cracked open everything they thought they knew about fitness.

These weren’t people who could track every meal or commit to a 6am workout seven days a week. They had board meetings, business dinners, a young daughter and relationships they wanted to protect. The standard fitness playbook (which both Brian and Lindsey had lived by) didn’t just fail here, it was completely irrelevant. So they threw it out and they started building something new.

They learned how to pivot when the morning workout got canceled by a crisis at the office. How to navigate a client dinner without derailing a week of progress. How to build sustainable energy, not the borrowed kind that runs on caffeine and willpower, but the kind that comes from a body that’s actually being taken care of.

That experience became the foundation of The Fitness Project. Not a program built for 20 year olds who can live in the gym. Not a plan designed for someone with three free hours and no real responsibilities. A method built specifically for the person running the company, leading the team, raising the family – who needs to be fit in order to show up for all of it, but can never make fitness their whole life.

The Principles That Drive Everything

These are the convictions that shape how we coach, how we show up for clients, and how we’ve built this company.

01 Fitness is the foundation of leadership.

Without physical energy and health, it is extremely difficult to lead effectively in any other area of life. The body is the engine. We build it first.

02 You are more capable than you know.

Most people don’t need more information — they need the right structure, accountability, and belief. Our job is to hold that belief until you can hold it yourself.

03 Mindset creates the results, not methods.

There is so much more to fitness than exercise and eating. When you choose to improve your body, you begin demanding more of yourself in every area of life. We use mindfulness and habit change to expand that.

04 The program must fit your life, not the other way around.

You are an executive with a company to run, a family to lead, and a life to live. The plan adapts to your reality. Every strategy we build is designed around your schedule, your season, and your goals.

Meet the Coaches Behind You

Every coach on this team has been trained and is passionate to serve one client: the business owner or leader who needs a system that fits the life they actually live.

Brian Pickowicz

CO-FOUNDER & HEAD COACH

Brian is a performance coach and former ultra-endurance athlete who helps business leaders turn their health into their competitive edge. Over the last decade, he’s guided executives and entrepreneurs to master the habits, mindset, and discipline required to lead from strength. Drawing from the worlds of behavioral psychology, mindfulness, and peak performance, Brian blends real-world experience with research-backed frameworks inspired by leaders like James Clear, Charles Duhigg, and Tony Robbins.

Lindsey Pickowicz

CO-FOUNDER & HEAD COACH

Lindsey is a former engineer turned high-performance coach who helps ambitious women reconnect to themselves through mindfulness, emotional intelligence, and movement. After losing 40 pounds and radically reshaping her mindset, body, and lifestyle, Lindsey has made it her mission to empower others to lead themselves first so they can fulfill their God-given potential. Lindsey will guide you through the inner work of transformation: mastering presence, emotional regulation, and values alignment so you can unlock the peace, power, and purpose that fuel true success in every area of life.

Katelyn Gannon

Assistant Coach

B.A in Physical Education

NASM CPT

PN1-NC

BCS

Katelyn is a certified Women’s Fitness Coach, Behavior Change Specialist, and Precision Nutrition Coach with over a decade of experience transforming women’s health and confidence. A lifelong athlete who’s competed in seven bodybuilding shows, three marathons, and countless Spartan Races, she brings both expertise and heart to every transformation she leads. Katelyn will help you reconnect to your strength, embrace purposeful training, and cultivate a body that fuels your purpose and your leadership.

Stephen Gannon

Assistant Coach

B.S. Health & Fitness

NASM CPT

NASM PES

TRX Level 1

Stephen is a certified personal trainer, nutrition coach, and performance specialist with more than ten years of experience helping clients build strong, capable bodies from the inside out. A competitive athlete himself, Stephen has completed seven bodybuilding shows, four marathons, and multiple Spartan Races, bringing that same level of passion and discipline to every coaching experience. Stephen will help you move with intention, think like an athlete, and push beyond every limit in your path.

Rachelle Morrison

Assistant Coach

ACE CPT

PN Level 1

M.H. & Addictions Counselling

Psych Nursing

Rachelle came to The Fitness Project as a client. After working with The Fitness Project Team and seeing firsthand how the approach changed her life, she knew she wanted to join the team as a coach. With 16 years of experience in mental health and addictions counselling, she understands the psychological side of change in a way most fitness coaches simply don’t. She knows why people get stuck, what it takes to shift long-standing patterns, and how to meet someone exactly where they are.

This Team Is Ready to Work For You.

If you’re a business owner or leader who’s done waiting for life to slow down, book your free Fit Leader Diagnostic.

In 45 minutes, we’ll identify exactly what’s been breaking your consistency, map the three highest-leverage changes for your specific schedule and stress load, and give you a clear picture of what the next 16 weeks could look like. You’ll leave with a real plan, whether you work with us or not.