Trusted Globally
Where Do You Start?
Different Pressure.
Same Root Problem.
Whether you're on the court, on the sideline, in the locker room, or in the boardroom — the work starts in the same place: who you are underneath what you do.
For Athletes
Compete From Freedom, Not Fear.
D1 programs and pros who are already elite — ready to stop performing from anxiety and start competing from identity.
See How We Help Athletes →For Coaches
Lead Without Losing Yourself.
Head coaches and staffs done letting the scoreboard decide who they are — leading programs from freedom, not fear.
See How We Help Coaches →For Teams
Bring It To Your Whole Team.
The Lab is an in-person leadership experience — live, not theoretical. Defense and offense, built for your team specifically.
Explore The Lab →For Executives & Founders
Build It Without Losing Yourself In It.
Founders and executives winning on paper, running on fear underneath it — ready to lead from clarity instead.
See How We Help Leaders →Results
Proven at the Highest Level.
Tested under real pressure — championships, organizations, and boardrooms. Results that show up on the scoreboard, and in how people lead.
| 2025 | National Championship program — our framework was at the core of a program that won it all. |
| D1 | Multiple D1 programs — identity-based performance work producing freedom and results on and off the court. |
| C-SUITE | Founders and executives leading 5 to 10,000+ people — building from clarity, identity, and genuine freedom. |
In-Person · Bring It To Your Team
The Lab.
World-Class Leadership
Development.
Built to help your people get what they want most — and become everything they're capable of. The Lab gives your team both defense and offense: the tools to respond well under pressure, and the identity to perform at your best regardless of it.
No cost, no pressure — just a conversation about your team.
The People Behind the Work
Built By Leaders.
For Leaders.
Freedom Lab was built by two guys who lived the hidden cost of success — and refused to accept it as the price of high performance.
The Freedom Lab Podcast
Conversations About Leading Free.
Cam Michael and Tate Unruh go deep on identity, leadership, performance, and what it actually takes to lead from freedom — not fear. Real conversations with coaches, athletes, executives, and leaders doing the work.
Available on Spotify and Apple Podcasts. New episodes weekly.
Listen Now See All EpisodesAs Heard On
Featured Nationwide.
Tate and Cam have been featured on podcasts across the country — talking identity, leadership, high performance, and what it takes to lead from freedom.
Tate Unruh
The Performance Trap: Why High Achievers Still Feel Stuck
Listen on Spotify →Feature Interview: Basketball, Business & Leading From Freedom
Listen on Spotify →Friend of the Show: Using Love and Language to Improve Your On-Field Performance
Watch on YouTube →Before You Reach Out
Questions We Get
A Lot.
Is this therapy?
No. Identity-first coaching is not therapy and it's not a personality assessment. It's a practical, proactive framework for performing and leading with clarity — built for people who are already winning and know there's more.
What's the investment?
It depends on the work — 1-on-1 coaching, team programs, and The Lab are all scoped individually. Start with a free, no-pressure discovery call and we'll figure out what actually fits.
How is this different from a sports psychologist or leadership consultant?
Most programs hand you tools to cope with what's coming at you — that's defense. We start with identity, not tactics, so decisions, relationships, and performance under pressure flow from who you are, not what's happening to you. That's offense.
Free Discovery Call
Ready to Lead Free?
No pitch. Just a real conversation about where you are and where you want to go.
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No spam — just Lab updates, straight from Tate.