"Feeling lost at home was debilitating. This reshaped me, and built a home where my wife and kids thrive too. The tension has lifted and happiness is back."
TomDad of three
Midlife mastery for successful men
Create the life you desire
Be the man and dad you want to be
You built the success. Now build the life it was supposed to pay for, with your wife and your kids still in the room when you get there.
Coaching men since 2018
190+ podcast episodes
Same message for 19 years
What this actually is
Winning at work while losing at home was never the deal.
You are good at this. The business works, the money comes in, people rely on you. And somewhere in the middle of creating it, the happiness and fulfilment you desired started slipping through your fingers.
The High Value Man Project is a coaching system for midlife men. Not hustle or tipping your life upside down. This is a System for Living. Reconnecting business-owning and career-driven dads with who they are and what they want. You could be facing burnout or divorce. Or maybe you have simply outgrown your current life and it's time for a fresh new chapter.
What it is not
Five things it is not, and what happens anyway
- It is not therapybut life gets better
- It is not a men's talking circlebut you build deep connections
- It is not a fitness programmebut you will feel stronger than ever
- It is not couples counsellingbut your relationship will be reignited
- It is not a ravebut every event will be a night to remember
For the men inside we are a Collective. A network of men with an energy for life and a drive to be and do something more than every other average bloke out there.
No, it is not for everyone. But for every bloke who reminisces about the fun, the adventure, the friendships and the fuck it, let's do it mentality, this is the missing piece.
The reality
There is no such thing as a midlife crisis. There is a sequence, and it is breakable.
It runs in the same order almost every time. A man aims at something and he gets it. The business, the marriage, the kids, the house. Then he stops chasing what he wants. Not through laziness, he is working harder than he ever has. But instead of focusing on the life he wants to create, he is more concerned about providing for his family.
Then the compromises land, and always in this order.
- Work becomes the priority. Everything else waits until the quarter is done, and there is always another quarter.
- The kids become a logistics problem instead of the best part of the day.
- The relationship suffers. Two people running a household together instead of enjoying passion and laughter.
- Friendships turn into something you keep meaning to get round to.
Nobody chose that. It arrived one reasonable decision at a time. And now you are bored, quietly anxious about the financial future, and wondering whether the marriage is ever going to get better than this.
They know they want more. They know they want to feel like themselves again. A new chapter. What they do not know is how to fix it, or how to ask for help doing it.
So where is it actually going?
Find out where you are leaking your energy, your connection and your joy. Three honest minutes, and you get a personal review based on your answers.
The man he wants to be is already in there. He did not lose him. He stopped being him.
YOU GET ONE LIFE LIVE IT.
The one idea underneath all of it
Be the foundation first
Be the foundation first, and everyone rises with you. It does not work the other way round, and that is the mistake almost every successful man I work with has made.
He puts the business first and tells himself the family gets the benefit. Or he puts his wife and kids first and tells himself he will get to himself later. Both roads end in the same place: a man running on empty, calling it duty, and quietly resenting all of it.
So the answer is not to try harder at either one. It starts with you. That is not selfish, it is self leadership, and it is the only place any of this works from.
- Your wife does not want a nice guy who provides and has no vision. She wants the man she fell in love with. The one she feels safe with and inspired by.
- Your daughter does not need a lecture about self worth. She needs to watch how a man treats her mother.
- Your son does not need a talk about resilience. He needs to see you do a hard thing you said you would do, and finish it.
That is the whole job. Work hard, yes. But work equally hard at being the man and dad you want to be, and a man they are glad to be around. The relationships and the results you want do not come from providing. They come from being present and available.
The System for Living
It is not something you learn. It is something you become.
It is not endless study or webinars.
The 3XC is your mindset and your mission. The FIRE CODE is your habits and your lifestyle. Run together they are the High Value Man System for Living.
You install it in the first weeks together. The results are quick because it transforms what you think, feel and do. Then you live it, alongside the men who installed the same system as you.
Why it works
The science behind what men need to thrive
It works quickly because it is not asking you to learn a skill or become somebody else.
It is the science of being a man. It taps into your masculine traits, fuels your body's feel good chemicals and pulls you closer to the people you love. This is what modern life has stripped men of and working harder just makes it worse.
The reason you feel energised is because it gives you permission to be the man and dad you want to be. And the people around you love it.
FocusYour self worth, health and vitality
ImpactYour money, work and contribution
RelationshipsThe people that matter and support you
EnergyThe fun, adventure and peace in your life
This is men being men. The machine we have been for thousands of years.
Not hustle. Not tipping your life upside down. Just the permission and the structure to be the man you want to be.
A level of self-leadership and awareness that puts you back in control of your life
THE MAN SHE WANTS YOU TO BE AND THE DAD YOUR CHILDREN NEED.
The men
What actually changed at home
"My boys needed a better dad. So I became one."
Gav FarrantElite 1:1. Widowed father of three.
"The divorce, the business, the kids, those are the tick boxes. The bit that actually needs fixing is you, on your own with your own thoughts."
Jimi ClarkeElite 1:1. Two businesses, two teenage daughters.
"I am working all over the country, but my son feels I have spent time with him and my wife feels I have thought ahead. I am aligned with the people around me."
JonProperty developer
"My relationships with my wife and children are the best they have ever been. We have rediscovered joy and laughter."
PaulIT project leader
"I am back building the business, I have been on a retreat and booked another, and I am down about 16 kilos in seven months. You are not facing things alone."
Andy WilliamsHigh Value Man
Who runs it
I am a family man with a business, not the other way around
I am Jonnie Jensen, and my passion for personal development started in 1998. By 2014 I had it all. The wife, the kids, a team of six and a growing company.
Then it came apart. The business, the divorce, my mental health, my brother's suicide, family court. I had to get all the way to the bottom of it before I learned to lead my own life as the man I wanted to be. That rebuild became the High Value Man System for Living.
I am 52 now, and I am fitter, calmer and more present than I was at 35. My kids are thriving. I have a good relationship with their mum. My partner and I are all passion and laughter.
Since 2018 I have coached around thirty men one to one. That number is small on purpose. I take three new men a month and never work with more than seven at once, because the alternative is doing it badly. I sketched out the first version of The Lodge in 2007, which means I have been pointing at the same thing for nineteen years. This is not a pivot into the men's market.
1998Started the work
2018Coaching men
190+Episodes
19 yrsSame message
The investment
Two options. You decide.
Same system either way. The only question worth asking is whether you want it in the group, or one to one with me.
Not endless webinars and repeating coaching calls. This is your targets, your family, your love for life. The time we spend together gets you out of your rut and into a way of living that elevates everyone around you.
One system, two ways in
FORGE
Eight weeks in the group
The System for Living installed alongside a group of men going through it at the same time as you. Sixteen places a term, and you start the work the day you join, not the day the term begins.
£1,200Eight weeks
Or £895 paid in full today.
ELITE 1:1
Twelve weeks one to one
The same system built entirely around you, just you and me, every week for twelve weeks. Three new men a month, and never more than seven at once, so there is not always a place open.
£3,000Twelve weeks
Or £2,500 paid in full today.
If you are not a fit, you do not pay.
Before the work starts you answer a set of questions and we go through onboarding together. It becomes obvious quickly whether this is right for you.
If it is not, I will say so, I will point you at something that will serve you better, and your programme cost is refunded in full.
Most men invoice it to their business as training and development, through Hero Education Limited, which makes it tax efficient in the UK.
Questions first? That is normal at this number. Book twenty minutes and ask me anything, or ring me on 07900 183311. If it is not right for you I will say so on the call.
Living the High Value Life
Most programmes give you twelve weeks, then you are on your own again
You know exactly how that goes. The notebook goes in the drawer, the group chat dies, and four months later you are back where you started wondering what happened.
KOLA is our answer to that.
Three 10-week cycles a year. Each one has a theme, and each one finishes with something we actually do rather than something you learn. The gaps in between? A year with no off time is a year men drop out of in month five, usually feeling guilty about it.
Guest experts, topical themes, networking, and a weekend event at the end of each cycle that we plan and execute together. The FIRE CODE runs underneath, to keep you on track and winning. This is High Value Life mastery, and it is designed to be a shitload of fun.
KOLA is £250 a month, for as long as you want it. It starts when your programme finishes, and most men invoice it to the business the same way.
You do not decide this now. Do the work first, then look round the room and see whether you want to stay in it.
Honesty first
Is this you?
You will fit in here if you
- have built something, and want it to be as good at home as it is at work
- have done some work on yourself already and are sick of not applying it
- want plans to look forward to and memories to look back on
- would rather be in a room of men going somewhere than a room of men explaining why they cannot
It is not for you if you
- think a book, a podcast or an AI chat will fix it on its own
- want to blame everyone else and wait for them to change
- are looking for a support group rather than a standard to rise to
- are not ready to take responsibility for the results in your life
Age is not the qualifier. The men in here run from their late thirties to their sixties, and the question lands the same at both ends. At 42 it is a business eating you and kids you are not seeing. At 58 it is the kids gone, the diary emptying out, and nobody having asked you what you want since you were thirty. Same five out of ten. Different cause.
If you are in the middle of something
Most men arrive through one of three doors
The work is the same wherever you come in. But if one of these is your right now, start there.
Before you ask
The four questions I get every time
I am doing fine. Is this really for me?
Two questions back. Is this your full potential? And how long have you been here?
When I ask men what they want, most of them tell me what they do not want. That is where their focus is. Change the focus and you change the results.
How much time does it take?
Less than the time you currently spend being half present. The weekly rhythm is one call and a short daily practice. The events are in the diary a year ahead so nobody is springing a weekend on your wife in March.
Do I have to be into the outdoorsy stuff?
No. The mountain and the challenges are optional and always have been. Plenty of men come for the room and the weekly work and turn up to the ball in December.
My wife thinks this sort of thing is nonsense.
Fair enough, a lot of it is. Ask her again in eight weeks. She is the one who notices first, and she is invited to the summer event either way.
Start with three honest minutes
The Lifestyle MOT reads where you actually are across focus, impact, relationships and energy, so you can feel at your best and create the life you desire. Takes 3 mins and you get a personal review based on your answers.
So when you put it like that, who wouldn't want a high value life?