Austin 2025 Activation Event

During this three-day event, you will:

Activate the next phase of your Heroic potential, increasing clarity, intention, power, energy, connection, and Soul Force in your daily life.
Gain greater confidence and inspiration for whatever’s next, and prepare to dominate a Spartan with a ton of your new best friends.
Forge and deepen relationships with an incredible community of like-minded people committed to making the world a better place.
Connect with your most authentic, powerful self through practical tools and exercises to sustain that transformation.
Celebrate (or be celebrated!) as we honor Certified Heroic Coaches who have completed the 300-day program to elevate their lives and empower others.
All for just $599 (a $200 savings) + a Free Spartan Sprint ticket (a $155 value)!

This isn’t just an event. It’s a total immersion into the daily habits, mindset, and training that will help you forge the strongest, clearest, most Heroic version of YOU.
For three days, you'll live all the Heroic fundamentals as we move, sleep, breathe, focus, meditate, journal, celebrate, and connect—the Heroic way.
This event is fully immersive, fully embodied, and fully transformational.

✅ Move your body every day(and put it to the test in a Spartan Race!)

✅ Master your mind and unlock your focus

✅ Meditate daily(guided by Alexandra)

✅ Train your breath for peak performance

✅ Journal intentionally & create your next-level game plan
✅ Celebrate in community & forge lifelong connections

✅ Embody gratitude in every moment

✅ Leave with a personal roadmap for the next 30 days

️ By the time you leave, Heroic living will be your new normal.

SECURE YOUR SPOT TODAY!

Join us for just $799 – plus, get a FREE Spartan Sprint ticket ($155 value) included!

EVENT HIGHLIGHTS

A DAY-BY-DAY BREAKDOWN OF WHAT TO EXPECT

DAY 1: HEROIC ACTIVATION — FULL IMMERSION

The Fundamentals of a Heroic Life in Action

What to Expect:

• Epic kickoff session with Brian Johnson & Alexandra Johnson
• Guided meditation & morning activation
• Morning Journaling: Set your Heroic intentions
• Authentic connection exercises to forge deep relationships
• Mental mastery session: Identify your next-level Heroic quest
• Breathwork training: Unlock energy, clarity, and calm
• Fireside chat with Brian Johnson (Q&A, insights & personal interaction)
• 1-on-1 meet & greet with Brian, Alexandra and Michael (captured by our event photographer!)
• Evening celebration & social gathering (Details TBC)
• Heroic Challenges
DAY 2: EMBRACING THE HEROIC CHALLENGE

Building Antifragile Confidence Through Challenge

What to Expect:

• Morning movement & Meditation
• Mindset training: Turning obstacles into opportunities
• Spartan strategy: Having strength for two
• Pre-race mental & physical preparation
• Spartan Sprint (5K + 20 obstacles!)—Train your resilience & grit
• Post-race Celebration and Reflection
• Rest & Recovery
DAY 3: COMMITTING TO MASTERY

Locking in Transformation & Creating Lasting Impact

What to Expect:

• Morning movement & meditation
• Morning journaling: “What’s the ONE thing holding me back?”
• Deep connection & gratitude exchange (Heroic notes)
• Heroic Mastery Workshop: Lock in transformation with a clear roadmap
• Burn the Boats Ceremony: Symbolic release of old limitations
• Lunch Break & connection in community
• Heroic Coach Graduation: A special celebration for our certified coaches
• The Future of Heroic with Brian Johnson (insider update & next steps)
• Final reflection & closing celebration

THIS EXPERIENCE CHANGES EVERYTHING

By the time you leave, you won’t just know the principles of Heroic—you’ll have lived them, embodied them, and created lasting habits that will transform your life.

👉 You’ll have clarity on your goals and daily disciplines.

👉 Connections that will extend beyond the event.
👉 You’ll feel momentum that makes execution effortless.

👉 You’ll be stronger, more energized, and more resilient than ever.

👉 You’ll be part of an extraordinary community that keeps you accountable.

👉 And you’ll leave READY to take on the next-level version of YOU.

Join us for just $799

FAQs

WHAT'S THE SCHEDULE?

Official programming (with plenty of opportunities to connect and oscillation breaks!) will run:

Friday, May 16th: 9am - 4pm

Saturday, May 17th : 9am - 4pm (mostly held offsite at the Spartan course - you may arrive back from the race site later than this if you take longer on the course)

Sunday, May 18th : 9am - 2:30pm
Is the Spartan Race optional?

Yes, but we do hope you join us! We’ve had racers from age 18 to 80’s race with us, of all physical abilities, some who had completed far longer races and others for whom this was the longest distance they'd ever traveled on foot.
And.. many who thought at first they couldn't complete the course, or that it was ridiculous, or that there was no way they were going to even attempt, not only FINISHED but said it was one of the most powerful experiences of their lives.
We'll see you at the starting line!
What’s the Refund Policy?
We're excited (and committed!) to create an awesomely epic event that you're going to remember forever.

Doing so calls for an advanced financial, relational, and organizational investment that requires a different refund policy than those offered for our digital product.

So, the refund policy for Heroic Activation Weekend is as follows:
- Before March 1st: 100% refund
- March 1st- March 31st: 50% refund
- After April 1st: No refunds, tickets transferred to another person or future event
Tickets can also be transferred at any point, at your request, for no charge. (Note: Ticket transfer is limited to changing the name of the person for who the ticket is held. Heroic is not responsible for and will not help facilitate or manage any additional transactional elements, hotel reservations, or changing the name on a Spartan Race ticket etc.)
When should I plan to arrive and leave?

If you’re booking travel, you can expect programming to start at 9AM CT on Friday, May 16th. Our official Sunday programming will wrap up by 2:30pm CT to allow for same day travel.
(Note: The Lakeway Resort and Spa is about 40 minutes from Austin-Bergstrom International Airport.)
What is a Spartan Sprint?

Philosophically: the opportunity to show yourself that you're capable of more than you think, to use obstacles as fuel for growth, to gain an embodied understanding of the declaration for hope (I have an inspiring goal, agency, and pathways), and to demonstrate your being at your athlete best.. and we're all athletes, which literally means "a contestant competing for a prize," and can be applied to life as a whole and winning the prize of expressing the best, most Heroic versions of ourselves.

Technically: a Spartan Sprint is a 5k (3.1 mile) obstacle course race you can walk or run, with 20 obstacles, held on off-road terrain featuring water and mud. You’ll climb walls, crawl under wire, traverse monkey bars, aim a spear throw, and more.

It's AWESOME. And, we race together, as a team, which means your fellow Heroes will be alongside you and supporting you every step of the way.
Can I bring my kids/ family?

YES! All ages are welcome. Please note you must be 14+ to do the Spartan race with us, and event tickets will be required for family members joining.
Can I come even if I’m not in the Coach program or getting certified?

ABSOLUTELY. This is an immersive weekend for living Heroically. If you were previously or are currently in our Coach program, (or considering it in the future), this is also an opportunity to hit the Spartan together and complete your "energetic best" requirement for the program.
Is food included?

Food is not included in the Activation Event event ticket price.

The hotel has multiple options for food on site.

What are Heroic Workshops? | What is Heroic Workshop Instructor Training?

Over 30 hours of intensive training, across 4 days, designed to help you:

Forge excellence and activate the next level of your Heroic potential through our most powerful training yet. This event is perfect for you if you are;
- Looking for a proven tool to deliver to your clients in your new coaching business, OR
- Building a plan to bring Heroic to your community and make an impact, OR
- Hoping to learn new ways to create an impact with your business, friends, family and others.
Increase your capacity to create revenue and impact by being trained on how to lead and deliver Heroic Workshops with everything you need to fill seats (marketing assets, inclusion in a Heroic promoted workshop calendar), facilitate transformation (exercises, slides, participant packets) and make money (strategic guidance, suggested pricing, etc.).
Connect with other members of our community in a deeper way than ever before through shared meals and tons of small group interactions, in your personally assigned Heroic unit within the full group of up to 150 heroes.
Stay empowered with ongoing support (from Heroic and your Heroic Coach + Workshop Instructor + Local Leader peers) to help you leverage and apply your training to CONTINUE increasing your revenue and impact over time.