What We Do
We Don't Fix People.
We Free Them.
Freedom Lab is an identity-based leadership and performance company. We work with athletes, coaches, executives, and teams — equipping them with the mindset, framework, and community needed to perform from who they are, not just what they do.
Individual Coaching
1-on-1 Leadership Coaching
Deep, identity-first coaching for executives, athletes, and high performers. Not reactive — proactive. Building clarity, freedom, and sustained performance from the inside out.
Team & Org
Team Culture & Identity Work
We've worked with national championship programs, Power 5 programs, and professional teams. The Freedom Lab framework transforms how teams compete and how coaches lead — from identity, not anxiety.
Immersive Events
The Lab — Leadership Retreat
Two days. World-class golf. Deep sessions. Big Cedar Lodge. Our annual executive retreat where leaders come to stop paying the hidden cost of success. Fall 2026 — 40 seats.
Results
Proven at the Highest Level.
Tested under real pressure — national championships, large-scale organizations, and executive boardrooms. The Freedom Lab framework produces results where it matters most: not just on the scoreboard, but in the lives of the people who lead.
National Championship program — our framework was at the core of a program that won it all.
Multiple D1 programs — identity-based performance work producing freedom and results on and off the court.
Founders and executives leading 5 to 10,000+ people — building from clarity, identity, and genuine freedom.
What We Do
We Help High Performers Get What
They Want Most — and Explore All They Are Capable Of.
Whether your arena is a locker room, a sideline, or a boardroom — the framework is the same. Identity-first. Proactive. Built for people who are already winning but know there is more.
Trusted In Sports
Competing at the Highest Level
Starts Within.
For Athletes
Multiple Power 5 basketball programs. Pros who have reached the peak level of their sport. We help athletes separate identity from performance so they can compete from freedom, not fear — with clarity, consistency, and the ability to be great without losing themselves in the process.
- →NBA, MLB and professionals who have reached the peak level of their sport
- →NCAA and FIBA — elite college and international competitors
- →Athletes navigating identity pressure, transitions, and performance anxiety
For Coaches
Coaching is an identity-heavy profession. The wins define you. The losses haunt you. We work with coaches to build a framework that separates their worth from their record — leading programs from a place of freedom, not fear.
- →College and pro coaches at national championship programs
- →Head coaches building identity-first team culture
- →Coaches in transition or navigating intense program pressure
Programs & Organizations
Trusted In Business
You Built Something Real.
Now Lead It From Freedom.
For Executives & Founders
You built a business. The revenue is real. But somewhere along the way you started leading from anxiety instead of clarity. The cost is internal — and it is compounding. We help leaders step off the performance treadmill and lead from identity instead.
- →CEOs and founders leading 5–10,000 person organizations
- →Business owners succeeding externally, struggling internally
- →Leaders ready to stop performing from fear and start leading from identity
What We Work On Together
Identity-first coaching is not therapy. It is not a personality assessment. It is a practical, proactive framework for leading with clarity — in the boardroom, at home, and everywhere the pressure is highest.
- →Breaking the cycle of performance-based identity
- →Leading teams from freedom, not fear or ego
- →Exploring the full range of what you are actually capable of
- →Building a life you are proud of — and actually enjoy
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 Process
Four Steps to Leading Free.
Not theory. Lived methodology. Every step is grounded in real practice with real athletes, coaches, and leaders at the highest levels.
Discover
Strip back the Title and find the Person. Who are you when performance is not the measure? Identity-first clarity.
Align
Connect your identity to your leadership. How do you show up when the pressure is highest — and why?
Act
Lead from freedom, not fear. Practical execution — decisions, relationships, performance — all grounded in who you are.
Grow
Sustained. Not a sprint. The Freedom Lab framework builds into every season, every challenge, every year.
Now Enrolling — Fall 2026
The Lab.
World-Class Leadership.
World-Class Golf.
Two days. Big Cedar Lodge. Payne's Valley. 40 seats. Hard cap. The most exclusive leadership retreat in the country — and you're invited.
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 NowFree Discovery Call
Ready to Lead Free?
No pitch. Just a real conversation about where you are and where you want to go.
Or get updates on The Lab Fall 2026:
No spam. Exact dates for The Lab coming soon.