Interested in starting your own entrepreneurial journey in health and fitness but unsure what to expect? Then read up on our interview with Jeff Banman, COO of Brute Force Training, located in Arvada, CO, USA.

What's your business, and who are your customers?

Brute Force is far more than a fitness company. We are a global community that inspires, supports, and drives each other to be better mentally, physically, and emotionally. From firefighters and law enforcement officers to moms and CEOs of all kinds, we bring a new approach to your health designed to help you ensure that your internal state matches the external conditions. Life's challenging no matter who you are, and we are the company that has your back!

Tell us about yourself

I am a recognized leader in human performance and human behavior in high-stress environments. With over 30 years of experience across multiple domains, including the Fire Service, the US Army Special Operations Command, and the Central Intelligence Agency, Jeff now serves as the COO & Chief Human Performance Officer for a Global Fitness Brand. After conducting Counterterrorism operations in over twenty-three countries, two combat zones, and multiple high-threat/non-permissive environments, I had the privilege of dissecting human behavior at a micro-level to enhance individual and team performance in some of the most intense moments imaginable. My study evaluated and developed algorithms for calculating minute shifts in Heart Rate Variability against variable stressors, distinct practices for managing the Central Nervous System while under significant stress, and integrative techniques to help high-level operators remain fully present to navigate extreme situations. I now get to leverage all of my experience to help improve lives every day.

What's your biggest accomplishment as a business owner?

My biggest accomplishment so far has been directly impacting our customers' lives. I get to change their day, their comfort, and their confidence. Now running a company with such a vast and diverse audience has brought about a whole new perspective on what accomplishments in business look like.

What's one of the hardest things that come with being a business owner?

In my view, it's the responsibility of others. You have to care, lead, inspire, observe, connect, and mentor, but it's your responsibility to put the food on the table of those who trust you enough to work with you. It can be stressful and, at times, overwhelming, but it's part of the job!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

I'll give you the same three tips I got from my mentor when I was a young firefighter. He looked at me one day and said if you're going to be successful, you'll really want to get these three rules:

  1. If it isn't on fire, it's not a big deal.
  2. If it is on fire and you do your job, it will go out.
  3. If it is on fire and you did your job - AND it doesn't go out, it wouldn't go out anyway.

Those three rules have stayed with me for the past 40 years, and they are so applicable to every aspect of life - including business!

Is there anything else you'd like to share?

The last thing I will say from a long life well live is I wish I had created my own rule much earlier - when it stops being fun, do something else.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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