Every Man Sees Who He Could Be.
Few Have the Courage to Become Him.
FOR THE MAN WHO’S BEEN GOOD HIS WHOLE LIFE
Nobody would call you a failure. But you know something’s off.
The business makes money. Not what it should, but it pays for the life. The relationships are intact. Not what they were, but you’re still showing up. Everyone’s fine. You’d say “fine” if anyone asked.
Nobody’s asking.
Here’s what you can’t say out loud: you did it all the way you were taught. Work hard. Be reliable. Don’t rock the boat. Keep everyone happy. And somewhere in the middle of doing everything for everyone, you disappeared.
The people closest to you don’t push you anymore. That’s worse than being pushed. You say yes when you mean no, then resent the people you said yes to. You avoid the hard conversation for weeks, then it comes out sideways in one bad night. You undercharge, overdeliver, and wonder why guys with half your talent pass you. You’re not weak. You’re not broken. You’re a good man running a pattern that was never going to work.
The Standard exists to break that pattern before it costs you the things you built it to protect.
LEARN HOW TO APPLY
"I've been held to a standard I’ve never been able to hold myself to…"
It’s also provided me structure, accountability, and a vision I can live into. Not just by thinking … but by taking action."
ZACH CARLSEN
EXCELLENCE STARTS HERE
The Truth Most Nice Guys Won’t Admit:
Being nice was your survival strategy. Now it’s your cage.
Somewhere early, you learned the deal: be agreeable, be useful, be low maintenance, and you’ll be loved. So you became the guy who never causes problems. Here’s the bill for that deal, 30 years later:
With women: If you’re married, she didn’t sign up to be managed politely. When you swallow what you actually think to keep the peace, she doesn’t feel peace. She feels alone. Her respect doesn’t leave in one big fight — it leaves in a thousand moments where you flinched. And if you’re single, you already know the pattern: you lead with agreeable, she feels the performance, and it dies in “you’re such a great guy, but.” Women don’t lose interest in you. They lose interest in the version of you that’s auditioning for their approval.
With the people watching you: Kids, nephews, younger guys at work, the men who look to you. They’re not learning from what you say. They’re learning from watching you avoid, appease, and shrink. Whether you’re raising a family or still building one, somebody is studying you right now, and the pattern you don’t break is the one you pass down.
In business: The same nervous system that can’t hold tension with a partner can’t hold it in a negotiation. You avoid the ask. You discount before they even push back. You keep clients you should have fired years ago. Your income isn’t capped by your talent — it’s capped by your tolerance for other people’s disappointment.
Inside: The resentment is building and it scares you, because nice guys aren’t supposed to be angry. So it leaks. Sarcasm. Shutdown. The occasional blowup you apologize for the next morning, which resets the whole cycle. And underneath it, the loneliness of being liked by everyone and known by no one.
One pattern. Every arena. The gap between the man you are and the man you’re capable of being isn’t a talent gap. It’s a permission gap. And no one is coming to give you permission.
What The Standard Is
A year-long brotherhood and mastermind for good men done being nice and ready to be trusted.
This isn’t therapy. It isn’t a circle where you talk about feelings and change nothing. And it isn’t a bro cult that teaches you to dominate your way out of problems you avoided your way into.
This is a forge for men ready to:
→ Say the true thing at home, in business, everywhere — and stay in the room after they say it.
→ Kill the yes reflex. Build non-negotiables so decisions stop draining you.Take radical ownership of who they are — no excuses.
→ Break the avoid-resent-explode-apologize cycle for good.Quit playing passive in the areas of life it matters most
→ Charge what the work is worth and hold the number without flinching.Master their emotions instead of being mastered by them.
→ Rebuild polarity and respect with the people they love — not by dominating, by finally showing up.Rebuild intimacy and respect at home.
→ Stand in front of the people who look to them as the man they’d want those people to become.
Hundreds of men have used this framework to rebuild trust at home, reclaim their edge in business, and stop performing goodness so they could start living it.
"a space that allows you to push way past what you think your limits are..."
"There are very few leaders I know that are better at creating and holding a space that allows you to push way past what you think your limits are and feel safe to do so"
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AYMARD DUDOK DE WIT
COO of Icetubs
THEÂ METHOD
Master The 6 Codes
INTEGRITY
Your word means something again — your yes is yes, your no needs no apology.
DISCIPLINE
A mind and body that hold pressure without appeasing or exploding. Built, not wished for.
PURPOSE
Your mission and the people you love feed each other or starve each other. Stop being a man divided.
HUMILITY
Respect the mirror. See the pattern before it costs you the relationship, the deal, the decade.
AUTHORITY
Stop waiting for permission to want what you want. Own yourself, and lead anyway.
COURAGE
The hard conversation you are avoiding is the doorway. Charge it — face your dragon daily.
How We Do itÂ
12 Months. 6 Codes.
0 Excuses
Bi Weekly Brotherhood Calls
Small groups will meet on alternating weeks as coaching. No hiding or posturing. Just men committed to the same standard, challenging each other to rise
Private Community of Game-Changers Raising The Bar
A clean, focused space where men show up authentically. No social media noise. No distractions. Just brotherhood
Leadership Distinctions & Declarations
Simple, powerful tools to lock in what you're learning. Turn insight into action.
Purpose-driven goal-setting
 Set clear, actionable goals and revisit them regularly to measure growth and success
Bi Weekly Coaching CallsÂ
Live coaching with Preston Smiles, Jeddy Azuma, or Eric Farewell. Bring your real challenges. Walk away with clarity and direction.Â
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6 Code Modules
Short, potent video teachings that cut straight to what matters. No fluff. Just the frameworks that transform how you lead
Why The Standard Actually Works
THE ROOM DOES WHAT WILLPOWER CAN’T
You’ve read the books. You know what to do. You don’t do it — because a pattern built in relationship can only be broken in relationship.
Environment is Put a good man alone with his patterns and the patterns win. Put him in a room of men who won’t accept his act, and he changes. Environment beats intention, every time.. Surround yourself with people who are living the same game as you, and you will change how you approach the game.Â
ONE PATTERN, EVERY ARENA
We don’t treat your relationships, your money, and your anger as three separate problems.
They’re one problem wearing three masks.
Break the good boy pattern at the root and watch every arena move at once.
EMBODIED, NOT UNDERSTOOD
You don’t need more information. You need it in your body.
Every code gets tested in your real life, that week, until it sticks. No shortcuts. No cookie-cutter advice.
LEGACY OVER QUICK FIXES
This isn't about hacks or tips.
It's about living by a Standard that makes your partner trust you again, the people who look up to you respect you, and your business stronger because you're no longer a man divided
HERE’S WHAT’S POSSIBLE:
Men who embody The Standard walk away with:
" I ended up with an energizing new frame for my approach to work, shaping a vision that may carry me forward for decades…"
Working with Jeddy was, from the start, totally different... I was immediately better able to reflect on myself and see more clearly what was important to me. As a result, I came away with a defined set of values that feel deeply resonant to me, which I’ve been using to evaluate new opportunities as they arise. In addition, I ended up with an energizing new frame for my approach to work, shaping a vision that may carry me forward for decades."
ASTON MOTES
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This is the line in the sand. Most men will read this and do nothing.
They'll save it. Think about it. Wait for the "right time."
And in 6 months, they'll be in the exact same place.
Or worse.
The Standard isn't for men who think about it.
It's for men who do something about it.
WHATÂ TO EXPECT
WHATÂ TO EXPECT
"Preston has been a bridge for me to continue to explore my infinite potential..."Â
Being coached by Preston has been truly life-transformative. The lessons learnt from his wisdom have helped me better understand myself and grow in every area of my life. Preston has been a bridge for me to continue to explore my infinite potential and I will forever be deeply grateful for his mentorship and friendship."
GYLNN MONEY
"Transformational, inspirational, and helpful for me in my growth in discovering what it means to be a man..."Â
"The level of commitment and integrity that I’ve been able to uphold for myself has been transformational, inspirational, and helpful for me in my growth in discovering what it means to be a man.”
RYAN WILCOX
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"For anyone seeking to rise toward your personal summit, I 1000% recommend..."Â
"Hiring Preston as my coach has elevated my life in more ways than I can count. He helped me escape some of the locks blocking me in my own mind — his approach, conversation, personality, and intelligence are above reproach.

For anyone seeking to rise toward your personal summit, I 1000% recommend Preston"
CHANDLER P. SINGH
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YOUR COACHES
MEET YOUR COACHES
JEDDY AZUMA
Founder of The Rising Man Movement & Co-Founder of The Standard |Â Â
Men’s Initiation Leader, Embodiment Coach & Legacy Mentor
Jeddy Azuma is a leading voice in modern men’s work and the founder of The Rising Man Movement, a global brotherhood dedicated to initiating men into lives of integrity, purpose, and leadership.
For over 15 years, Jeddy has led wilderness rites of passage, embodied leadership trainings, and men’s councils that reconnect high-performing men to their instincts, values, and power. His approach blends ancient initiation practices with modern embodiment and neuroscience — helping men access clarity, discipline, and grounded self-respect in every domain of life.
Through his podcast The Rising Man (top 1% globally), Jeddy has mentored and interviewed hundreds of thought leaders in conscious masculinity, emotional regulation, and relational mastery. His work is not about theory — it’s about walking the talk, and earning the trust of those you lead.
PRESTON SMILESÂ
Founder of Preston Smiles International, Co-Founder of The Bridge Method & The Standard |
Master Coach in Emotional Intelligence, Embodied Leadership & Relational Integrity
Preston Smiles is a world-renowned personal freedom coach and speaker who has spent the last two decades helping leaders, entrepreneurs, and fathers embody the principles of conscious masculinity, emotional intelligence, and relational integrity.
His work bridges high performance and deep humanity — teaching men how to lead their families, businesses, and communities with presence, accountability, and heart. As the co-founder of The Bridge Method and Spiritual Millionaire Academy, Preston has guided thousands of men through transformative rites of passage that rebuild the foundations of trust, purpose, and power.
Known for his electrifying energy and grounded wisdom, Preston’s leadership has been featured by Forbes, Mindvalley, and Impact Theory. He’s helped men across the world turn pressure into purpose — redefining what it means to win as a man in today’s world.
ERIC FAREWELL
Founder of Aviator and Royals Mastermind, Co-Founder of The Standard
Somatic Business Coach, Entrepreneur and Community Architect
Eric built the thing everyone else wanted. He founded Aviator in 2012 and grew it into the category leader in its industry, and he has spent over a decade helping founders and CEOs scale from presence instead of pressure.
On paper, the operator who had it handled. Underneath, he knew the good boy pattern cold, because he ran it at the highest level, performing competence and keeping everyone comfortable while the cost quietly compounded. That is why his coaching never stops at strategy.
As founder of Royals Mastermind, he guides high-level entrepreneurs to build from a settled nervous system instead of a clenched one, hard-nosed operating experience married to real somatic, nervous-system-led leadership. A lifelong pilot and author of two books, Eric is the local anchor of The Standard, building its in-person brotherhood and its retreats.
"I feel empowered to NOT run anymore and go head first into the storm…"
I feel empowered to NOT run anymore and go head first into the storm.
The best part is, I’m not on this path alone. I guess that was the hesitation around it all… looking back… seeing a fucking hurricane behind me and thinking I have to get through the storm by myself, which causes me to freeze and neglect my priorities and hard conversations with Leah.
This cycle has held me back for years (decades) — not any fukin more.
I’m ready to build a new foundation for myself. Today is a new day."
ANDRE SMITH
"I am a completely different man after joining The Standard."
I've been in men's groups before, and I know how powerful community can be — being vulnerable with other men who love and support you. But there came a point where those men stopped calling me forward. We are the sum of the people we surround ourselves with, and I knew I needed to be around men who were already doing the work — men who would call me forward and hold me to a higher standard.
From the very first meeting, I knew. Every man in that room had high integrity, was already working on himself, and was there for the same reason I was.
I was unsure about joining a virtual group — how close could I really get to these men without seeing them in person? But the leadership in The Standard brought us together fast, and the in-person events were exactly what I needed.
I am a completely different man six months after joining The Standard. Because every man here is committed to working on himself, inside and outside the group, we will always be raising the bar for each other — setting a new standard for what it means to be a man today.
KEVIN SWARTZ
Legacy Starts Here
Because the real measure of a man is who he is at home
Preston, Jeddy, and Eric have each walked through the fire of relationships, fatherhood, and leadership.
They’ve faced the same edges they now help other men cross — learning how to lead without control, love without losing themselves, and stand firm in their code when everything feels uncertain.
Their families are their greatest teachers, their truest mirrors, and their living proof that doing the work works.
Application Qualifications
Consider Applying If:Â
→ You're a high-performer who's built success — but your home life is suffering.
→ You're tired of being reactive, defensive, or shut down emotionally.
→ You're willing to be challenged, uncomfortable, and accountable.
→ You want men who will call you higher and raise the bar for you, not coddle you.
→ You're ready to rebuild trust with your partner and respect from the people you love.
NO VICTIMHOOD, BLAMING OR LACK OF RESPONSIBILITY WILL BE TOLERATED
This is The Work
By living The Standard, you’ll lead your life with strength, clarity, and integrity.
A partner who trusts you.
People who respect you.
A legacy that expands under pressure — not one that crumbles from it.
This is the work.
When you raise your standard, your legacy expands
WHEN YOU RAISE YOUR STANDARD, YOUR LEGACY EXPANDS
APPLY