The CEO Coach Who Signed Up for an Ironman the Day After His First Triathlon
Dusty Holcomb is an executive coach. He works with CEOs and leaders through major turning points in their business and their lives.
Dusty spots patterns fast. That skill helps leaders create next-level performance.
The Triathlon That Started It All
Dusty got tired of the gym about 17 years ago. He tried a sprint triathlon instead and loved it.
The next day he signed up for an Ironman.
He admits it was not the wisest decision. An Ironman takes about a year of training to prepare for from scratch.
Success Today, Not Just Race Day
Dusty coaches himself the same way he coaches CEOs. Success on race day depends on the work you do today.
A year out feels far away. That distance can trick you into waiting.
Dusty breaks the year down into the work in front of him right now.
Decide In Advance
Dusty works 80-hour weeks when he lets himself. He has to take care of his body and mind, plus his family and his faith. That balance keeps him good at his job.
He decides in advance what matters most each week. Then he gives himself permission to say yes and no.
Build Your Own Rules of Engagement
Dusty gives every leader he coaches a playbook called the Rules of Engagement. It has one line that matters most: what do I expect of myself.
Write that standard down and you cannot unlearn it. You will fall short some days. That is fine. The standard still holds.
Once you share your standard with someone else, they can hold you to it. That is what makes it real instead of just an idea in your head.
Set Your Minimum Good
Dusty used to believe that if he could not run 10 miles, running was not worth doing at all. He had to unlearn that belief.
Now he sets a minimum good. If a full workout is not possible, 10,000 steps or 100 pushups still counts. That is his floor, and he will not go below it.
Minimum good is not the goal. It is the standard you protect on your worst day, so a bad day never turns into a lost week.
Pulling Your Future Self Forward
Brian shared his own version of this idea on the show.
He pictures himself 5 years from now. Then he throws a lasso around that version of himself and starts pulling him closer today.
Even Dusty has a coach. Growth does not stop once you reach the top.
What This Means For You
You do not have to wait for permission to become your future self.
Decide what matters this week. Then build your training the same way Dusty built his Ironman plan, one day at a time.
Listen to the Related Episode
Listen to Episode 109: The CEO's Strategy to Lead Yourself First with Dusty Holcomb.
Read more on the Driven For Health blog: You Can't Lead Your Team Until You Lead Yourself First.
Common Questions From This Episode
Who is Dusty Holcomb?
He is an executive coach who works with CEOs and leaders through major turning points.
What made Dusty sign up for an Ironman?
He tried a sprint triathlon, loved it and signed up for an Ironman the very next day.
What does Dusty mean by deciding in advance?
He decides what matters most each week. Then he gives himself permission to say yes and no.
What is Brian's future self exercise?
He pictures himself 5 years from now, then pulls that version of himself closer today.
Does an executive coach need his own coach?
Yes. Dusty has a coach of his own to keep improving.
What are Rules of Engagement?
A short playbook Dusty builds with every leader he coaches. The most important line in it is what do I expect of myself.
What does minimum good mean?
The smallest standard you will still hit on a bad day, like 10,000 steps instead of a full workout. It is your floor, not your goal.
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CEO l Head Body Tranformer
Brian Parana is a men’s health coach with 23+ years of experience helping busy professionals improve their body, energy, and day-to-day habits while still leading at work and at home. His coaching is built around practical nutrition, training, sleep, and accountability, with a plan tailored to the person in front of him.
Over the years, Brian has helped thousands of clients through his work as a personal trainer, CrossFit gym owner, and online coach. He has also coached an Olympic silver medalist, a 2-time Olympian, and a CrossFit World Champion.
Brian is the host of the Driven For Health Podcast, where he shares real-world strategies for men who want to feel strong again and stay consistent without making health a second job.
He’s also the creator of The Call To Rise, a 100-day fat loss experience for driven men who want to drop 20–30 pounds, boost energy, and rebuild confidence through strength training, personalized nutrition, and high-accountability coaching. Many men join because their blood pressure, cholesterol, or blood sugar is heading the wrong direction, and they want a clear plan that fits real life.
Brian is married to his high school sweetheart, Amber, and they have four kids. Their family has traveled to all 50 states and 4 continents, with a goal to reach all seven.
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