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The setting for this mass act of catharsis is the third floor of the Moscone West exhibition space in downtown San Francisco. Some 150,000 registered attendees wearing sky-blue credentials have invaded the city and are shuffling among some 1,400 sessions spread over the course of four days. On this opening afternoon of the conference, however, Salesforce CEO and co-founder Marc Benioff, 50, has given the big stage to one of his most important mentors: the bestselling self-help author and motivational speaker Tony Robbins. For the past hour Benioff has been sitting in the front row and nodding his head enthusiastically as the almost larger-than-life Robbins—he’s six-seven, with hands the size of catcher’s mitts and a head that looks as if it were carved from granite—digs into the topic of “engagement.” Dressed in a black button-down shirt and dark jeans, he moves confidently on a round stage in the center of the crowd, projecting his trademark scratchy baritone through a headset mike.
It’s the responsibility of the people in the room to attack this engagement problem, he says.
Few if any self-improvement gurus are as familiar to Americans as Robbins, but somewhat more quietly over the years he has assumed a different role—as trusted adviser to corporate chieftains and captains of finance. Leveraging his relationships with Jones and others, Robbins set out to interview 50 of the investing world’s elite and distill their lessons for the masses.
The result is a mix of core practical advice—build a balanced portfolio, use low-cost index funds, and beware of brokers whose financial incentives aren’t aligned with yours—filtered through the Robbins regimen of empowerment. The book reveals a different side of a man dismissed by some as a purveyor of common-sense inspiration.
Over the two decades that Robbins has been working with Jones, the investor has made money every single year, including in 2008 when the U.S. Multibillionaire Bridgewater Associates founder Dalio, who manages money exclusively for institutional clients, had some familiarity with Robbins before sitting down for an interview for his book. For Dalio, who last year released a 30-minute animated video called How the Economic Machine Works, that ability to distill information is particularly compelling. Long before he had acquired those tools, Robbins was a scrawny kid trying to find order in a chaotic home life. In his last two years of high school, Robbins began a period of huge growth—both figuratively and literally. Shortly thereafter, Robbins landed a job with a motivational speaker named Jim Rohn, and his career in self-improvement was launched. In 1984, Robbins became a family man in a hurry at age 24 when he married his first wife, Becky. To Guber, Robbins’ message was both simple and authentic: “He said, ‘Be in charge of your life. With my eyes closed and my hands palm up, I’m trying hard to stay focused on feelings of gratitude when I feel Robbins’ massive hands gripping my skull. Robbins bought the house a year and a half ago for $24.75 million when he got fed up with state income taxes in California and decided to make Florida his main base. Robbins discovered meditation eight years ago when he was searching for something that would alleviate Sage’s extreme motion sickness, an affliction she had struggled with since childhood.
As Robbins’ hands wrap over my skull, he delivers the Oneness “blessing,” or deeksha, which is said to initiate a neurobiological change in the brain. In addition to his core work as a strategist, these days Robbins presides over a diverse portfolio of businesses—but the size of that portfolio is not easy to derive. To be sure, there’s a theme that runs through the Robbins business empire, the book sales and seminars, the road warrior lifestyle that has him on a plane roughly every four days, even his philanthropy—he’s donating all the earnings from the book’s sale to feeding the hungry and has pledged over the next 12 months to serving at least 50 million meals to people in need through a partnership with the nonprofit Feeding America.
The day before his keynote seminar at Dreamforce, Robbins and I visit Benioff at the elegant row house in the Pacific Heights neighborhood of San Francisco where the Salesforce CEO used to live and that he now uses as a home office.
When he was at Oracle, Benioff borrowed a system that Robbins calls RPM (or Rapid Planning Method) and adapted his own version he calls V2MOM (Vision, Values, Methods, Obstacles, and Measures) as his management model.
Tony Robbins is an American motivational speaker, personal finance instructor, life coach and self-help author.
Robbins is not only the personal performance coach of business leaders like Salesforce CEO Marc Benioff and hedge fund manager Paul Tudor Jones, he’s the head of a conglomerate of companies and the main attraction for long, incredibly lively seminars that he has relentlessly given around the world for the past 30 years. Instead, he’s developed strict habits around diet, exercise, stress management, and the approach to his work. Robbins said that he struggled with his weight as a kid, so he embraced working out in his early 20s to boost his confidence. He learned about Stu Mittleman, an American who set three consecutive records for the American 100-Mile Road Race from 1980 to 1982, and then in 1986 set another world record in the 1,000-Mile World Championship when he ran that distance in just over 11 days, running 21 hours straight each day. To train like Mittleman, you should maintain a comfortable pace when running and keep your heart rate at a steady level when doing other exercises. After an intense 120-day seminar tour when he was 39, Robbins felt more drained than he ever had in his life. Robbins also found nearly all of the exceptional athletes over 65 he interviewed paid careful attention to their nutrient levels through blood tests.
It inspired Robbins to start getting a blood test every six months rather than annually, and to use the results as a guide to adapt his diet to whatever nutrients he had too much or too little of.
The system includes headphones that play relaxing music, light-blocking glasses, mild electric nodes for the throat, and a GABBA amino acid supplement.
When we recently spoke with Robbins, he said that in the previous day’s media circuit, he had just a half-hour window of free time, and he chose to use the NuCalm system for 20 of those minutes and felt rejuvenated. The main takeaway: If you can find a way to enter a deep meditative state for 20 minutes, your body may feel refreshed and rid of debilitating stress. But there’s something undeniably appealing about the experience: Unleashing so much raw energy, in however absurd a fashion, is seductive.
Robbins tells the crowd that he recently ran across a study that found that just 29% of employees in the U.S. He burst onto the self-improvement scene nearly three decades ago with the publication in 1986 of his first bestseller, Unlimited Power: The New Science of Personal Achievement. He counts billionaires such as Virgin’s Richard Branson and gaming magnate Steve Wynn among his friends.
His 25 multiday events this year will attract audiences of thousands who pay richly to learn his techniques for living a richer and fuller life. But that is about to change in November with Money: Master the Game, a 600-page tome that promises to give readers “7 Simple Steps to Financial Freedom” (see excerpt). Woven alongside classic Tony aphorisms (“Complexity is the enemy of execution”) is a passionate desire to explain—to solve the mystery of why so many people are set up to fail when it comes to their own financial management.



It was 1993 and Jones, then 39, was already regarded as a full-fledged master of the hedge fund universe. Robbins helped Jones identify what made him profitable in his trading—the behaviors and circumstances under which he did best.
He was born Anthony Mahavorick in Los Angeles, where his father was a parking garage attendant, but grew up in Azusa and Glendora, Calif., after his parents split when he was 7.
Robbins, the eldest of three children, found himself searching for ways to manage the environment. The growing field of personal empowerment was a natural fit for an intelligent young man with a driving desire to lift himself beyond his origins. He will frequently toss off a comment like, “I don’t believe in a bunch of self-improvement bullshit.” Raise the subject of his infomercial past or teaching people to fire-walk, and he bristles a bit.
In the mid-1990s, for instance, Guber was ready to give up his job at Sony, but he was struggling to let go of the status and the responsibility. You’re going to have reward and risk wherever you are, but be authentic to what you want to be and what you want to do. He still has a home in Palm Springs, another in Sun Valley, Idaho, and one in British Columbia, Canada, in the small town outside Vancouver where his wife, Sage, grew up. In late October he joined his friend Guber as part of a group—including Magic Johnson, Mia Hamm, and several other investors—paying $100 million for the rights to launch a new Major League Soccer franchise in Los Angeles. They do everything from sorting, coding, and summarizing his emails to brainstorming material and creating the circular “mind maps” he likes to study as a visual outline for his seminars. Everything the man does is outsize, as if cast from the same mold that shaped his 6-foot-7, 285-pound frame. Robbins greets his friend with a kiss on the cheek, and we sit down to talk around the dining room table. The book includes a chapter devoted to Buffett, but Buffett declined Robbins’ request for an interview. After some time, he was able to get washboard abs, which he thought was incredibly cool — but his flexibility was terrible and he had no muscle balance. But, being Tony Robbins, he decided to seek out the world’s oldest extreme athletes and figure out their secrets. Now 85, she is a member of the Triathlon Hall of Fame and has completed 45 Ironman races and more than 350 triathlons.
He doesn’t consume caffeine, alcohol, nicotine, or recreational drugs because he said he wants to keep himself conditioned the same way a professional athlete does. Blake Holloway designed the device as a way to treat patients with post-traumatic stress disorder, but found that he actually had a market with dental patients who suffered from intense anxiety while in the dentist’s chair.
It looks like something you would buy at a magic shop, but besides dentists, it’s also used by the Chicago Blackhawks NHL team and has been deemed effective at enabling patients to enter a deeply meditative state by Dr. When the body’s external temperature drops drastically and suddenly in this way, inflammation decreases and the brain experiences a rush of endorphins. In its 12th year, Dreamforce has grown from a small, sober customer event of 1,300 to the Lollapalooza of corporate gatherings. His special gift, say admirers, is his ability to help successful people not only take their performance to the next level but also find personal fulfillment in the process. The book, he says, was born out of a sense of moral outrage following the financial crisis of 2008.
Morgan Asset Management’s Mary Callahan Erdoes, Vanguard founder Jack Bogle, Charles Schwab, and T.
Spend a few days with Robbins and it becomes clear that he isn’t just a hyperenergized salesman with a headset.
His legend had been established when he correctly anticipated the market plunge in October 1987 and made huge profits when most of his peers lost a bundle.
But he was captivated by Robbins’ ability to converse with him—what Robbins likes to call “pitching and catching”—at a high level. His mother, an alcoholic and pill user whose father was a writer for Walt Disney and Hanna-Barbera, had a series of husbands—men whom Robbins refers to as his “fathers.” He especially connected with a former semi-pro baseball player named Jim Robbins, who legally adopted Tony.
Robbins says he studied speed-reading and gave himself a goal of reading one book a day, gobbling up stories of great leaders as well as self-improvement literature.
Then there’s the Namale Resort and Spa he owns in Fiji, which he says is his favorite place in the world—not just because of its inherent beauty but also because of the inherently positive outlook of its people. But he has incorporated elements of the ritual into his routine—a process he calls “priming.” He takes 10 to 20 minutes a day to put himself in a positive state of mind. The actual sequence is improvised as he goes (see “Robbins’ Rules: How to Give a Presentation, below”). He is so comfortably larger than life that when his eyes water with suddenly intense emotion—as they frequently do—it is hard not to want to feel along with him. Benioff discovered Robbins through his tapes two decades ago when he was a fast-rising executive at software giant Oracle, and then began attending seminars. He decided that rather than being motivated by vanity, he wanted to prioritize energy supply above all else.
She was not remotely an athlete for the first half of her life, and only began her athletic career at 40 after a priest recommended running as a spiritual exercise. For a full half-minute, while techno music blasts over the speakers, we try to outdo our partners in this exercise—tapping into a primal aggression that rarely makes an appearance in the corporate world. But it was through the ever-expanding series of infomercials that many people first met him.
Robbins’ knack for combining pragmatic analysis with empathy has turned him into a modern-day consigliere to the C-suite. But he also devotes a significant portion of his time to working intensely with a small group of global power players—a Latin American industrialist, an Asian entrepreneur—who, he says, pay him seven-figure fees to coach them in their lives and careers. Watching the 2010 documentary Inside Job, he got angry that a handful of reckless financiers had tanked the markets and caused millions of less financially sophisticated people to suffer.
Some of the most accomplished business and financial figures in the world deeply respect his ability to listen, process information, and translate it into positive results. Jones sends Robbins a couple of paragraphs summarizing what happened that day in his trading.


Robbins often did the grocery shopping, cooked meals, and persuaded the pharmacist to refill his mother’s prescriptions.
Packaged in phrases like Neuro-Linguistic Programming and Neuro-Associative Conditioning, the message boiled down to this: It’s possible to exert mind over matter, take control of your own destiny, and achieve your goals.
That son, Jairek Robbins, is now a motivational speaker and performance coach like his dad. The only light comes from the 30 white candles burning on two hanging trays and a credenza. The Robbinses have only recently finished mostly renovating the Palm Beach house—not counting the guesthouse they’re building on the property. Then he heard from a friend who had traveled to the Oneness University, a meditation center in the state of Andhra Pradesh in India. First he does a physical and breathing routine to change his state, and then he focuses on one emotion.
You can’t maximize resources if you don’t have engagement.” And if you want to reach people, Robbins believes, one of the best ways to do so is to change your “state”—physically and emotionally. Long-form TV ads for his 30-day programs to achieve personal growth ran 24 hours a day in different parts of the cable universe throughout the ’90s and beyond—lodging the life coach somewhere in the public consciousness between Ron Popeil and Dale Carnegie.
This group notably includes Paul Tudor Jones, founder of $13 billion hedge fund firm Tudor Investment Corp.
He talked asset allocation with David Swensen, who runs Yale’s $24 billion pension fund, and grilled Ray Dalio, the founder of Bridgewater Associates, the world’s biggest hedge fund with $150 billion under management, on how to build a portfolio that will generate returns in any market environment. But six years later he was going through a “rough patch” that had hurt his confidence, and his friend Pat Riley, the Hall of Fame basketball coach who was then leading the New York Knicks, recommended that Jones reach out to Robbins.
He also dictates a set of 12 to 15 criteria that he and Robbins measure together so that Robbins can monitor them.
I find that it’s a rare case that people have an ability to see things in a simple way and also appreciate the complexity of things.
He worked as a janitor and found a small apartment, but he dropped his dream of attending the University of Southern California to study sportswriting.
In 2001, Robbins and Becky finalized a divorce, and later that year Robbins married Sage, whom he met when she was working at one of his seminars. There is a 165,000-gallon infinity pool, and the master bedroom has a balcony that overlooks the Atlantic.
The guru there had a technique that could slow the activity in a person’s parietal lobes, the part of the brain that controls motion. And more recently he has begun using a cryotherapy machine, which exposes the body to –220° F for three minutes to reduce inflammation. You might remember him as the guy who has inspired thousands of people—including Oprah—to walk over burning coals.
He’s blessed with a mind that allows him to see that way.” Elliot Weissbluth, the founder and CEO of Chicago-based HighTower Advisors, experienced much the same thing when Robbins reached out to him for help on the book project. Robbins didn’t find out until he was in his thirties that the rapid growth had been due to a pituitary tumor in his brain.
And Robbins is cagey about divulging specifics or discussing his net worth, though his life of lavish homes and chartered Gulfstream jets suggests that he’s living on a par with some of the power players he advises.
And he still seems a bit in awe of his mentor, as if he’s in the presence of a childhood sports hero.
And if you can get your employees to also learn how to constantly answer those questions, you can get this mass alignment.” Benioff and his executive team use the process every year to set the company’s goals.
Others know Robbins as the guy, playing himself, who cast a spell on Jack Black in the movie Shallow Hal. Robbins has worked with Jones for 21 years, helping the investor keep his edge through wildly fluctuating markets.
The first thing Robbins had him do was get in the best physical shape of his life, because so much of winning is mental and attitudinal. As Robbins tells the story, a Sikh cleric he met was the first one to warn him that he had a pituitary disturbance and should see a doctor. As Robbins observes, “I’ve had the privilege to be around some of the most successful people on the face of the earth, the best in the world at what they do. Robbins says that he’s started more than a dozen companies and owns a piece in another dozen or so more.
Beyond Siri: The AI Revolution Coming From The Web Yoga, Meditation Can Help Minimize Cognitive Impairment, Study Says 4 Dance-Inspired Bodyweight Moves You Can Do Anywhere We Can Stop Searching For The Clean Energy Miracle. He’s been called in to advise Bill Clinton during his impeachment ordeal, to work with athletes like Andre Agassi when they were off their game, and to help actor Hugh Jackman stay in the zone. The range goes from CloudCoaching International, a holding company that owns businesses focused on “corporate improvement” and has clients like Dell and Ingersoll Rand, to Unlimited Tomorrow, which is working on “exoskeletons” that could someday allow paralyzed people to walk again. What the hell happened over the weekend?’” For this level of personal guidance, Robbins charges Jones and his other elite clients $1 million a year, he says, plus a piece of the upside of their business. But at his next physical the doctor told him that, indeed, he had a tumor and needed surgery or else his heart valves could expand fatally. And that’s how he met Rick Allen, the drummer of rock band Def Leppard, who had turned to meditation years earlier to help deal with the trauma of losing his left arm in a car accident in the 1980s. John de Ruiter Move Into The Light 3 Ways To Store Excess Energy Gene Therapy’s First Out-And-Out Cure Is Here Almost Everything You Know About Climate Change Solutions Is Outdated, Part 1 Sore Muscles? After seeking multiple opinions, Robbins determined that the tumor had stabilized on its own.
He’s been monitoring it for 20 years and says he’s perfectly healthy but with a bonus: an elevated level of human growth hormone. Not long after, Robbins and his wife made their own trip to the Oneness University for several days of intensive study—and virtually nothing else.



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