What happens when you stop treating branding like a logo… and start seeing it as a reflection of identity, purpose, and people?

In this conversation, we sit down with Boris Kezic of Metcon Creative to unpack the heart behind building a brand that actually means something. What starts as a discussion about renaming a gym quickly turns into something much deeper—exploring how clarity, values, and lived experience shape not just a business, but the people inside it.

We walk through the real story behind the transition to Dallas Training Collective, the emotional weight of choosing a name, and the powerful moment when members didn’t just hear the new name—they understood it. From there, Boris pulls back the curtain on his creative process, revealing three distinct logo concepts and the deeper philosophy behind each one: the narrow path of discipline, the balance of athletic identity and adulthood, and the refinement that leads to transformation.

But this episode doesn’t stay in the world of design.

We dive into the tension between AI and human coaching, why real relationships can’t be replaced, and how great coaching goes far beyond reps and sets. The conversation shifts into something even more personal—what it looks like to lead a business, raise a family, and take responsibility for your own emotional health.

We talk about:

• Why most people misunderstand branding (and why it matters more than you think)
• The connection between identity, discipline, and community
• How to manage stress as a parent when training alone isn’t enough
• The importance of doing “good work for good people”
• Owning your mistakes, repairing relationships, and building trust with your kids

This is about more than logos or gym names. It’s about becoming the kind of person who lives, leads, and builds with intention—and creating something that actually impacts others along the way.

If you’ve ever wrestled with purpose, identity, or how to show up better for the people around you… this one’s for you.

Community doesn’t just happen—it’s built on purpose.

In this episode of the Untitled Coaching Podcast, Justin Estes and Alicia Lewis dive into what actually makes a gym community thrive—and why most places get it wrong. Drawing from years of experience at what is now Dallas Training Collective, they unpack the difference between a group of people working out in the same room and a true, relationship-driven community.

Justin reflects on joining the gym in 2009 and how, over time, something deeper than workouts began to form—people who encouraged each other, checked in on each other, and eventually became like family. But that kind of environment isn’t accidental. It’s the result of intentional coaching, consistent standards, and a commitment to treating every person who walks through the door like they belong.

Together, they break down what that actually looks like in practice—from greeting every member by name to facilitating real conversations, asking better questions, and creating opportunities for connection both inside and outside the gym. They also explore how simple moments—like discovering shared interests or starting a community garden—can turn acquaintances into meaningful relationships.

This conversation also tackles the harder side of community: addressing conflict, avoiding gossip, and taking personal ownership of the culture you’re a part of. Because strong communities aren’t just welcoming—they’re honest, healthy, and built on trust.

In this episode, they cover:

• Why community must be intentional—not accidental
• How coaches set the tone for belonging and inclusion
• The power of asking better questions to build real relationships
• Why “the relationship is the product”
• How to handle conflict and eliminate gossip in a healthy way
• What it means to take ownership of your community

Whether you’re a gym owner, coach, or someone looking for deeper connection, this episode will challenge you to stop waiting for community—and start building it.

What if feeling constantly tired, stressed, or “off” isn’t just part of life—but a gap in knowledge about what’s happening in your body?

In this episode of the Untitled Coaching Podcast, Justin Estes is joined by coach and nurse practitioner Alicia Lewis for a conversation that blends practical health insight with everyday coaching wisdom. Together, they explore why understanding your body—through things like regular blood work, vitamin levels, and stress markers—can dramatically change how you approach training, recovery, and overall health.

Alicia breaks down the science behind vitamin D, explaining how it functions more like a hormone than a typical vitamin and how it impacts everything from bone health and fertility to mood and energy levels. They also discuss the surprising ways sunlight, sleep hormones, and serotonin are connected—and why low vitamin D levels can quietly affect both physical and mental health.

Justin shares his own experience of getting extended blood work and discovering elevated cortisol levels, which led to deeper conversations about stress, sleep, and the importance of understanding what’s actually happening inside your body instead of guessing.

Throughout the conversation, they emphasize a simple but often overlooked principle: many health frustrations aren’t failures—they’re information gaps. And once you have the right information, you can make better decisions about training, recovery, and lifestyle.

In this episode, they cover:

• Why vitamin D plays a major role in hormones, mood, and overall health
• How sunlight affects serotonin, sleep, and seasonal mood changes
• Why regular blood work can reveal what training alone can’t
• The connection between stress, cortisol, and recovery
• How slowing down training intensity can sometimes improve performance

Whether you're training hard, navigating stress, or just trying to understand your body better, this conversation offers a reminder that clarity often leads to better health—and better coaching.

Plus, stay to the end for a couple of classic dad jokes that officially close out the episode.

Success in the gym doesn’t start with motivation—it starts with ownership.

In this episode of the Untitled Coaching Podcast, Justin is joined by Chad Kackert, a former professional football running back and current CrossFit Level 3 trainer, for a conversation about responsibility, discipline, and what real coaching is meant to produce. Together, they unpack a hard truth: most people don’t struggle because they lack information—they struggle because they haven’t fully decided to take ownership of their growth.

Drawing from Chad’s background in professional athletics and high-level coaching, the conversation explores what separates those who merely participate from those who truly commit. Whether it’s training, nutrition, recovery, or mindset, progress requires more than access—it requires buy-in.

They also discuss a deeper layer of coaching: seeing it as a form of ministry. Coaching isn’t just about reps, programming, or performance metrics—it’s about stewarding influence, serving people well, and helping individuals become who they’re capable of being. When done right, coaching shapes character, not just capacity.

In this episode, they cover:

• Why motivation is unreliable and systems create success
• The difference between interest and commitment
• How personal ownership accelerates results
• What high-level athletes understand about accountability
• Why coaching, at its best, is an act of service

If you’ve been frustrated with your progress—or you’re ready to stop outsourcing responsibility—this episode will challenge you to take ownership and rethink what coaching is really about.

Motherhood changes everything—but your strength, confidence, and health don’t have to disappear in the process.

In this episode of the Untitled Coaching Podcast, host Justin Estes sits down with Alicia Lewis to introduce The Motherhood Movement, a coach-led strength training and coaching program designed specifically for women in every stage of motherhood—from preconception to pregnancy to years postpartum.

Together, they break down what the program is, who it’s for, and why it goes far beyond “bouncing back.” This is about training through the physical, mental, and emotional changes that come with becoming a mother, while building real strength, confidence, and community.

In this conversation, they cover:

• What The Motherhood Movement is and who it serves
• Why postpartum isn’t just weeks—it can be years
• Common challenges like diastasis recti, incontinence, and confidence
• How progressive, individualized training supports long-term health
• The role of community, coaching, and one-on-one support

They also share how the program includes regular assessments, personalized coaching, monthly community gatherings, and a flexible timeline that meets each woman where she is.

Monthly Gatherings:

Free gatherings are held on the last Friday of each month at 3:30pm. These sessions include program overviews, community connection, and the option for initial assessments.

To reserve a spot, send a message on social media or email alicia@3qfitness.com.

If you’re a woman preparing for motherhood, currently pregnant, or navigating life after kids and wanting to feel strong again—this episode introduces a program built to support you through the whole journey, not just one phase.

Reading isn’t just a hobby—it’s a discipline that shapes how you think, lead, and show up every day.

In this episode of the Untitled Coaching Podcast, host Justin Estes shares what he’s been reading, why reading matters to him, and how books have become a non-negotiable part of his routine for stress management, growth, and clarity. From rebuilding a nighttime routine after becoming a husband and dad to creating intentional spaces for learning and reflection, Justin walks through how reading supports both his personal life and leadership.

This conversation isn’t a book list for the sake of a book list—it’s an honest look at how reading fits into a sustainable rhythm of life, especially for busy leaders, coaches, and parents.

In this episode, Justin covers:

• How reading became part of his stress-management and sleep routine
• Why routines matter more than motivation
• The difference between reading for the heart, the brain, and for fun
• Books that have shaped his faith, focus, creativity, and leadership
• How to create a reading habit that actually sticks

Justin also shares practical insight on choosing the right time, place, and mindset for reading—so it becomes something that fuels you instead of another box to check.

If you’ve ever wanted to read more, think more clearly, or build better rhythms into your life, this episode will give you a simple, honest framework to get started.

Branding isn’t just a logo or a name—it’s the clearest signal of what you actually sell.

In this episode of the Untitled Coaching Podcast, host Justin Estes breaks down why branding matters, how it shapes expectations, and why his gym is undergoing a major name and brand change—from 3Q Fitness / CrossFit Garland to Dallas Training Collective after nearly two decades in business.

Justin explains the thinking behind the shift: simplifying the message, expanding reach beyond a single neighborhood, and more accurately communicating what the business has always been about—coaching people, not selling access to equipment or classes.

This episode is especially relevant for gym owners and coaches, but clients will also gain insight into how intentional coaching works, why assessments and goal-setting matter, and how a collective coaching model creates better results and deeper relationships.

In this conversation, Justin covers:

• Why gym names and branding directly shape client expectations
• The difference between “working out” and training with a coach
• How a collective coaching model supports individual goals
• Why clarity in your product makes marketing and onboarding easier
• The importance of aligning your brand with what you actually do best

Justin also challenges gym owners to take an honest look at their product, their best clients, and the kind of experience they’re truly delivering—then build a brand that reflects that reality.

If you’re navigating a rebrand, questioning your messaging, or trying to build a more sustainable coaching business, this episode will give you a clearer framework for thinking about branding, identity, and long-term impact.

In this episode of the Untitled Coaching Podcast, Justin Estes reflects on the deeper “why” behind coaching, training, and long-term health by sharing a personal story about his grandmother, Sugar Estes. At the end of the year, as the gym pauses to reflect, Justin points to Sugar as a living example of what consistent, intentional choices can produce over time.

After an unexpected emergency surgery in her eighties, Sugar’s medical team was stunned by how well her body responded. Her surgeon and nurses attributed her smooth recovery, strength, and resilience to nearly two decades of consistent training, thoughtful nutrition, hydration, and lifestyle changes. What could have been a high-risk situation instead became a powerful testimony to the value of aging well.

Justin connects her story to the mission of the gym: explaining that fitness is not about chasing extreme goals, but about maintaining independence, dignity, and capability later in life. He challenges listeners of every age to stop waiting for the “right time” to get healthy and instead start making small, sustainable choices today that will matter decades from now.

Rather than embracing “new year, new me” thinking, this episode invites listeners to ask a better question: Who do you want to be in 17 years—and what daily habits would that version of you already be practicing? The episode closes with a call to move your body, care for your mind and heart, and make decisions today that allow you to see life fully, age gracefully, and remain present for the people who matter most.

Most gyms don’t fail because of bad workouts—they fail because they misunderstand what they’re actually selling.

In this episode of the Untitled Coaching Podcast, host Justin Estes takes an honest look at why gyms go out of business and why he believes the future belongs to coaching programs, not facilities. After watching several well-known gyms in his area shut their doors, Justin breaks down the mindset shift that has allowed his business to remain sustainable: treating fitness as a relationship-driven coaching model rather than simply a place to work out.

This episode is especially for gym owners and coaches, but clients will gain insight as well—into why the gym is priced the way it is, why one-on-one check-ins matter, and why relationships matter more than equipment, buildings, or amenities.

In this conversation, Justin covers:

• The difference between selling access to a gym and delivering real coaching
• Why low-cost memberships often lead to low commitment
• How intentional coaching builds trust, engagement, and long-term results
• The danger of undercharging while overextending as a coach or owner
• Why staying in business is part of the responsibility to the community

At its core, this episode reinforces a simple truth: the work isn’t about equipment or facilities—it’s about people. When connection, trust, and care become the product, everything changes.

If you’re a coach, gym owner, or someone who wants to be truly coached—not just worked out—this episode will challenge the way you think about fitness, business, and leadership.

In this episode of the Untitled Coaching Podcast, host Justin Estes tackles one of the biggest questions in fitness today: Can AI replace your coach? From HRV tracking and personalized algorithms to AI-generated training programs, we explore what artificial intelligence does well—and where it ultimately falls short. Drawing on nearly two decades of experience in the gym, Justin makes a powerful case for why empathy, human connection, emotional intelligence, and real community remain irreplaceable in coaching. While AI can be a helpful tool for data, templates, and organization, true transformation still happens through relationships, accountability, and shared struggle. If you’re weighing the convenience of an app against the value of a coach and community, this episode will challenge how you think about your health, your training, and your long-term growth.

In this heartfelt episode of The Untitled Coaching Podcast, host Justin Estes sits down with Amanda, a dedicated 3Q member who shares her four-year journey of transformation—physically, mentally, and spiritually. What began in 2021 with a simple goal to “look like a Dorito chip” evolved into a holistic pursuit of wellness and resilience.

Amanda opens up about how the pressures of work, family, and the pandemic once pulled her away from self-care, and how joining 3Q became the turning point that reconnected her to community, purpose, and joy. As she navigates a recent ankle injury, she and Justin unpack what it means to find peace in recovery—learning to rest, manage stress, and stay grounded when progress looks different.

The conversation blends practical coaching insights with emotional depth as Amanda reflects on therapy, faith, and affirmations that keep her centered: “I am cool. I am confident. I am strong. I love who I am. I am resilient.”

What You’ll Learn:

• How personal goals can evolve from aesthetics to overall well-being
• The importance of balancing ambition, rest, and mental health
• Strategies for managing stress when life and injury collide
• How affirmations and self-awareness build resilience
• The power of community and support in personal growth

Quote to Remember:

Even though I’m injured and in a tough spot—I am resilient.

In this raw and reflective conversation, Justin and Alicia unpack the powerful lessons that come from looking back—at old crossroads, missed chances, and the myths we tell ourselves about who we “should” have been.

From high school football to Olympic dreams, from chasing abs to chasing purpose, they take an honest look at identity, faith, and what it means to age well—physically, emotionally, and spiritually.

This isn’t just about fitness; it’s about finding peace in who you are, not who you used to be. Whether you’re in the thick of raising kids, building a business, or trying to rediscover your motivation, this episode reminds you that:

👉 growth is still possible,

👉 joy is still waiting,

👉 and your story is still being written.

In this episode of The Untitled Coaching Podcast, Justin Estes speaks directly to young coaches stepping into leadership roles. Drawing from his own journey—from athlete to gym owner—Justin shares the essential lessons he wishes he had learned earlier about showing up well as a coach and teammate.

He unpacks five key principles:

1. Be self-aware. How you talk about yourself, your athletes, and your team matters more than you think.
2. Avoid gossip. Build trust by keeping conversations positive and inclusive.
3. Embrace conflict. Disagreement doesn’t have to be destructive—it can deepen respect and clarity.
4. Practice what you preach. If you coach it, live it. Model the kind of consistency you want from your clients.
5. Lead with honesty. Be transparent with your members and team about decisions and changes.

Whether you’re a brand-new coach or a seasoned gym owner, this episode challenges you to build trust, lead with integrity, and create a coaching culture where people feel seen, supported, and valued.

Being a gym owner isn’t easy—and sometimes it just plain sucks. In this episode of the Untitled Coaching Podcast, Justin Estes opens up about the frustrations and gaps he’s seen in the fitness industry and why systems are the secret weapon for consistency, retention, and growth.

Justin breaks down why the real product isn’t your lobby, your coffee bar, or your recovery tools—it’s the coaching and relationships you deliver every single day. He dives into how onboarding is like a first date, why copying other gyms’ plays is a trap, and why owning your online presence (instead of “renting” it) matters more than ever.

Whether you’ve been running your gym for years or are still finding your footing, this episode will challenge you to re-think your systems, focus on your people, and build the kind of experience that keeps members coming back for years.

In this episode of the Untitled Coaching Podcast, Justin sits down with Candice Wagner—Marine veteran, CrossFit Games athlete, and owner of CrossFit Iron Horse in Fort Worth, Texas. Candice shares her powerful journey from battling an eating disorder in the Marine Corps to finding healing and purpose through CrossFit. She opens up about the lessons she’s learned as an athlete, coach, and gym owner, including the importance of intentional leadership, building authentic community, and creating a culture that truly supports both members and coaches.

Candice also talks about her upcoming mentorship role with Two Brain Business, her passion for equipping other gym owners, and why every coach needs a coach. Whether you’re a gym owner, a coach, or simply someone who values growth and resilience, this conversation is full of insight, honesty, and encouragement.

In this episode, Justin Estes discusses victim mentality through a recent experience with a potential client who declined to join the gym. The individual expressed exhaustion and frustration, framing exercise as an unnecessary burden. Justin contrasts this mindset with the true purpose of training: preparing for life’s inevitable hardships.

He shares a story about his son playing checkers with his grandfather, illustrating the importance of perseverance rather than quitting when challenged. Justin explains that in life we all face two options:

Resignation – Accepting struggles passively, which accelerates decline and reduces joy.

Resilience – Choosing to face difficulty, maintain discipline, and embrace discomfort in ways that ultimately extend health, independence, and fulfillment.

Drawing from years of coaching, Justin highlights how small, consistent choices—like eating well, exercising, and avoiding harmful habits—lead to long-term vitality. He concludes by encouraging listeners to reject the victim mindset, choose their suffering wisely, and take ownership of their health and life outcomes.

Feeling burnt out? You’re not alone. In this episode, Justin takes a stand against excuses and reminds us that progress always beats perfection. From battling summer fatigue to shifting goals when life changes, he challenges you to stop quitting on yourself and start leaning into resilience, grace, and consistency. Whether it’s one workout, one better night’s sleep, or one simple choice, each step forward matters more than the alternative—doing nothing.

In this episode of The Untitled Coaching Podcast, Justin Estes sits down with Dr. James Hogan—evidence-based chiropractor, former CrossFit coach, and long-time friend—to talk about one of the most overlooked skills in coaching: helping athletes navigate pain.

We dive into:

• Why coaches shouldn’t try to “diagnose” but can still make a huge impact
• Practical ways to keep athletes moving when they’re injured or hurting
• The power of relentless positivity—and how to avoid turning it into empty fluff
• Reframing negative self-talk so athletes see possibilities, not limitations
• How community and collaboration between coaches and health professionals changes outcomes
• James’ journey from a purely biomechanical approach to a more holistic, human-centered view of pain

Whether you’re a coach, athlete, or just someone working through physical setbacks, this conversation will challenge how you think about injury, mindset, and the role of support in recovery.

🎧 Listen in and learn how to be a coach who helps people feel capable—even when they can’t do everything they want (yet).

Wish your workout felt more like a spa day? You’re not alone. In this raw and relatable episode, Justin Estes shares his personal journey from dodging the weight room to embracing discomfort as the fuel for transformation. Whether you're new to training or secretly wish burpees were banned, this one's for you.

Justin unpacks:

• Why avoiding the hard stuff keeps you stuck
• How mental and emotional resilience starts in the gym
• The surprising link between physical discomfort and life growth
• A shoutout to Vince, who crushed his comfort zone and gained 15 pounds of muscle at 55

It’s not about loving the burn—it’s about knowing what that burn is building. Because one day, you won’t have to work out...you’ll wish you still could.

Ever said, “I have to train today” and immediately felt the weight of dread hit you? In this episode, Justin Estes breaks down how something as simple as your journal can shift that mindset and help you get unstuck. He walks through a practical, 6-minute reflection exercise you can do when training feels like a chore—moving from guilt and overwhelm to motivation and clarity.

You’ll learn how to:

• Spot when you’re being dramatic (spoiler: we all do it)
• Name and rank your feelings
• Reframe “have to” into “get to,” “should,” “could,” or “can”
• Reconnect training with your deeper values as a parent, coach, or leader

By the end, you’ll see journaling not as fluff, but as your best tool for long-term consistency. Grab a pen, take a breath, and get ready to take action.