WHY BECOME A HIGH VALUE MAN?

Unlike other programs, the High Value Man Project isn’t just about business success — it’s about building the true riches, relationships, and results you deserve across your entire life.

Using our proven 3XC Formula For Living and the FIRE CODE framework, you’ll unlock the clarity, courage, and commitment you’ve been missing as a man:

Apply To Work With Me

The System for Living, in the group or one to one

Applications are open

[September is full. Applications are now open for October.]

Apply now to get in early for October, or to take a spot if someone from September falls through.

Jonnie

What we are doing

I am going to work with a small number of business-owning and career-driven dads this October to install the System for Living.

The goal is simple: to be the man and dad you want to be, and to actually feel like him.

  • Energy back, and the body to use it
  • A wife who is glad you walked in
  • Kids who get the best of you, not what is left
  • Work that funds the life instead of eating it

Not hustle. Not tipping your life upside down. Just the permission and the structure to be the man you already want to be.

Why listen to me

Jonnie Jensen

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 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 get on with their mum. My relationship is all passion and laughter. Since 2018 I have coached around thirty men one to one through the same thing, and I have been pointing at this since I sketched out The Lodge in 2007. This is not a pivot into the men's market.

I only take men I know I can help, so I am looking for the right fit here.

This will not work 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
  • Want to talk about it for a year without changing anything
  • Are not ready to take responsibility for the results in your life

But if you

  • Have built something, and want it to be as good at home as it is at work
  • Have already done some work on yourself and are sick of knowing it and not living 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
  • Know that you are the one who has to do it, and you are fine with that

Then this is the year it gets good again.

The plan

Phase 1. Clarity, and the relief comes first

We start by reconnecting you with who you are and what you actually want, which is the thing almost every successful man has quietly stopped asking.

You get permission to focus on yourself, and the energy for life floods back in. Most men feel this in week one. It is not motivation, it is the relief of finally pointing at something you chose.

Your FIRE CODE accountability starts the day you join, not the day the group starts, so momentum begins before session one.

Phase 2. Courage, and the conversations you have been avoiding

By week four the energy is up and the hard conversations have started. The one with your wife. The one with your business partner. The one with yourself about the drinking, or the weight, or the hours.

This is the phase that changes your house. You feel calm and in control, and other people start noticing before you do.

Phase 3. Commitment, where it stops being a phase

The FIRE CODE is the engine: Focus, Impact, Relationships, Energy. Tracked weekly, built into how you live, not bolted on.

By the end you are not chasing life and firefighting. You are leading it. You do not learn the System for Living. You become it.

Two routes through it

Same system. The only question is whether you want it in the room, or one to one.

FORGE

Eight weeks, small group

  • Eight weekly 90-minute group coaching calls, live and recorded
  • Immediate FIRE CODE access on day one
  • The High Value Man AI assistants, including True Identity
  • Live masterminds and expert sessions
  • Your cohort's WhatsApp group
  • The Graduation Reboot, and the face-to-face events

£1,200, or £850 paid in fullSixteen places a term

Elite 1:1

Twelve weeks, just you and me

  • A Blueprint call, one to one, mapping what you want to create and become
  • Twelve weekly 1:1 sessions, built entirely around you, recorded
  • Coach in your pocket, direct WhatsApp access to me
  • The FIRE Tracker, reviewed with you
  • The quarterly Elite Boardroom
  • A Graduation call

£3,000, or £2,500 paid in fullThree new men a month

Both can be invoiced to your business as training and development through Hero Education Limited, which makes it tax efficient in the UK.

Do not agonise over which one. Tell me on the application and I will tell you straight which I think you need. Sometimes that means telling a man the group will serve him better than paying me more.

If you are not a fit, you do not pay.

Before the work starts 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 money comes back in full.

So there is no risk in starting, is there.

What happens after

When the weeks are done you can carry on into KOLA, our Collective of High Value Men. Weekly FIRE CODE accountability, monthly guest experts, goals reset every eight weeks, meet-ups every two months, and four events a year including the summer festival day your family comes to.

£250 a month, and nobody is asked to decide on it up front. Do the work first, then look round the room.

The QuickFacts

  • FORGE: 8 weeks, group, 16 places a term
  • Elite: 12 weeks, 1:1, three new men a month
  • Time: one call a week and a short daily practice
  • Events: in the diary a year ahead, so nobody is springing a weekend on your wife in March
  • After: KOLA at £250 a month, entirely optional

This is for you if you are a business owner or a career-driven professional, usually somewhere between your late thirties and your sixties, with something at home worth fixing and enough honesty to admit it.

How to apply

Step 1. Complete the application. It takes about four minutes.

Step 2. I read every one myself and come back to you within 48 hours, either with your start details or with an honest reason why not.

If I do not think I can help you, I will tell you what I would do instead. That costs you nothing and it is usually worth having anyway.

Apply for the October intake

P.S. The moment you apply you get You 2.0, my quick fire video series which which shifts how you think and starts putting you in control of your life. Short videos, watch them the same day, and you will have something back before you have paid me a penny. A result in advance. For most men it is the moment the penny drops.

Questions first? Call me on +44 7900 183311 or book twenty minutes.