James O'Keefe

Unguarded Warrior

I was kicked out of home at 15. A few months later drink finally took my dad. He was 47. I was 16. I was angry, drinking, using drugs and causing trouble. I was not swept up in the wrong crowd. I was the wrong crowd. The poster boy for everything that goes wrong when a young man has no direction, no father and no idea who he is. Looking back though I was always trying to make something happen. Collecting newspapers as a kid. Gardening for neighbours. Selling hooky clothes. The hustle was always there. I just had not found the right thing to point it at yet. 16 to 21 I trained as a chef. Then dryliner and shopfitter with my brother — some of the hardest most miserable work I have ever done. At 24 I left Norwich, blagged my way into Sky TV, put myself through college at night and qualified as an electrician. Then took a massive gamble and went freelance with no experience. I had no right to think it would work. I worked 100 hours a week until it did. I worked my way up from lighting technician to gaffer.

That is where I met my wife 18 years ago on set. I discovered Gracie Jiu Jitsu, opened my own MMA gym and turned professional as a fighter at 34. Most fighters are finished by then. I was just getting started. I got into property development and made £700,000. Then lost every penny in one deal because I did not do my due diligence. Ego wounded. Shame nearly got the better of me. I started over again. I am not sharing this for sympathy. I am sharing it because every single part of that journey is the reason I do what I do today.

Eight years ago I founded Unguarded Warrior and became a certified Oxygen Advantage Performance Breathwork Coach. I created The 7 Rules for a Remarkable Life. I now work 1-1 with CEOs, entrepreneurs, athletes and high performers who have ticked every box but cannot shake the feeling there is something more. My coaching does not ask you to sacrifice anything. It gives you the tools and self mastery to let go of the old version of yourself that has been stopping you from showing up. I also part own Roamify Global Ltd, building sustainable modular homes from shipping containers. You cannot control what goes on around you. All you can do is manage your emotions and responses to what goes on. That is where we start.