The EARN IT Armory is your ultimate arsenal, packed with hundreds of proven workshops, frameworks, training programs, workouts, tools, action plans, and strategies. From fitness and nutrition to business growth and personal development, you’ll gain access to everything you need to excel physically, professionally, and personally—plus daily Marching Orders to keep you on track and moving forward every single day. The Armory includes every business and fitness resource I’ve developed over the past 25 years!
FOCUS
The ability to direct your energy and attention toward a clear goal without distractions.
DISCIPLINE
The commitment to keep going, even when motivation fades and the work gets hard.
CONSISTENCY
Showing up and putting in the work day after day, building momentum and progress.
GRIT
The relentless perseverance to overcome challenges and push through adversity.
THE BATTLEGROUND
FITNESS & HEALTH RESOURCES
Access 700+ workout videos, training guides, nutrition plans, and exercises designed to build strength, endurance, and resilience. On The Battleground, you’ll have everything you need to transform your body, improve your health, and achieve elite physical performance.
THE BOARDROOM
CAREER & BUSINESS RESOURCES
Gain access to 500+ business development video training modules, action guides, frameworks, and proven strategies to elevate your career, grow your business, and dominate your industry. In The Boardroom, you’ll find everything you need to achieve professional success.
YOUR DAILY ACTIONS
MARCHING ORDERS
Marching Orders are your optimized daily actions to keep you moving forward and earning it every day. Each day, you’ll receive clear, actionable tasks targeting the three critical areas of high performance: Physical, Professional, and Personal. By committing to these daily directives, you’ll build momentum, unlock transformative benefits, and elevate every aspect of your life and achieve infinite greatness.
THE BATTLEGROUND
PHYSICAL FITNESS AND HEALTH
This is where we transform your body for elite performance. On THE BATTLEGROUND, we focus on strength training, muscle building, fat loss, and improving endurance. With the right tools and a disciplined approach, you’ll develop the resilience and physical capacity to tackle any challenge. The outcome is a healthier, stronger, and unstoppable version of you.
THE BOARDROOM
PROFESSIONAL CAREER AND BUSINESS
This is where we develop strategies to build your professional empire. In THE BOARDROOM, we focus on business growth, branding, design, marketing, and leadership development. You’ll gain the tools to elevate your career, scale your business, and dominate your industry. The result is not just professional success, but the ability to create long-lasting impact.
THE BASE
PERSONAL DEVELOPMENT AND RELATIONSHIPS
This is where we establish the foundation for a balanced and fulfilling life. At THE BASE, we focus on personal growth, mindset development, and building strong, meaningful relationships. By enhancing your emotional intelligence and creating deeper connections, you’ll achieve inner stability and balance to maintain high-performance in every other area of your life.

MEET CHRIS MCCARTHY
HIGH PERFORMANCE OPTIMIZER
With over two and a half decades of experience, Chris is a seasoned expert in design, marketing, business development, and brand strategy. His journey has been defined by a relentless commitment to Focus, Discipline, Consistency, and Grit, during which he has had the privilege of working with some of the world’s most recognized and admired brands.
Chris’s impact extends far beyond the boardroom. He has dedicated a significant part of his life to transforming the health and fitness of thousands of men through his online fitness programs, personal training, tailored nutrition plans, and innovative workout methods.
His personal journey uniquely qualifies him to guide and mentor others in leveling up their business and fitness. Chris understands the intricate connection between professional success, physical performance, and personal growth—and is dedicated to helping you achieve greatness in all three.