Unlocking Hidden Strength: The 40% Rule

Breaking Mental and Physical Barriers

Recently, I came across a book called Living with a SEAL by Jesse Itzler. In it, he describes how he wanted to break out of his comfort zone—so he invited a Navy SEAL to live with him. This SEAL introduced him to the 40% Rule, a mindset tool used by elite warriors to push past perceived limits. The principle is simple: when we think we're completely spent—physically, mentally, or emotionally—we've actually only reached about 40% of our true capacity. By recognizing this, we can tap into hidden strength and push further than we ever imagined.

Applying the 40% Rule to Fitness

One of the easiest ways to see this in action is through physical fitness. We've all experienced that moment during a workout when fatigue sets in, and our mind tells us to stop. But when we push a little further, we often discover we had more left in the tank. This process of pushing past mental barriers leads to greater endurance, strength, and overall growth. The body can do much more than the mind often allows—it’s about training ourselves to recognize that and keep going.

Overcoming Mental Barriers

The 40% Rule doesn’t just apply to physical challenges. It’s equally powerful in overcoming mental and emotional fatigue. Stress, anxiety, and self-doubt often create an illusion of limits, but in reality, we have the capacity to push through and find solutions. When I feel overwhelmed, I remind myself that I still have 60% more to give. Taking a moment to reset—whether through relaxation, reading for motivation, or seeking support—helps me refocus and keep moving forward.

Facing Doubt and Criticism

Every now and then, I find myself struggling with thoughts like:

• "What if I’m judged?"

• "Why am I doing this?"

• "What’s the point?"

• "Is the reward worth the risk?"

Most of the time, these thoughts fade quickly after some reflection and support from my inner circle. One powerful way to overcome these doubts is by shifting the focus outward. Instead of worrying about personal validation, I ask myself, Will this help at least one person? If the answer is yes, then it’s worth it.

Real-World Application: Cold Plunges and Growth

Recently, I started documenting my cold plunges on social media to promote the benefits of cold exposure. Initially, I was hesitant—worried about criticism and judgment. And sure enough, there were skeptics. But something incredible happened: multiple people reached out, curious about the benefits and asking where they could buy one for themselves.

This experience reinforced an important lesson—when we push past fear and commit to something bigger than ourselves, the rewards far outweigh the negatives. Whether it’s physical endurance, mental resilience, or sharing knowledge with others, the 40% Rule is a powerful tool to break limits and achieve more than we ever thought possible.

Keep pushing. You’re only at 40%.