Brad Cooper, PhD

Executive Leader, Performance Coach, Speaker, and Elite Athlete

Brad Cooper, PhD, has spent his career at the intersection of behavior change and human performance. Most authors in this space are researchers or athletes or coaches or entrepreneurs. Brad uniquely merges them all as a scientist with two US patents and four college degrees, including a PhD in performance psychology; the CEO and cofounder of Catalyst Coaching 360; a national leader partnering with individuals and organizations on health, wellness, and high performance since 2007; and an elite masters athlete who has completed eleven Ironmans, including four at the Hawaii Ironman World Championship, and won the two-person Race Across America (featured in the film Godspeed).

Few people anywhere have spent their entire adult life both testing and living out how humans actually change and perform across professional, athletic, and personal arenas. That rare vantage point anchors this book’s central promise that elevated, sustainable performance isn’t reserved for the gifted few. It’s built from practical, evidence- based skills available to all of us.

Brad has spoken professionally in all fifty states and across Europe, and has hosted The Coaching Lab health, wellness, and performance podcast since 2018. He and Suzanna, who have been married for thirty-four years, live in Fort Collins, Colorado, alongside their three kids, a growing crew of grandchildren, and their Australian Shepherd, Sky. Settling? Not a chance. They’re just getting started.

ISBN:979-8-90026-158-4

Price:$28.00

The Toughness Myth

Unlocking the Science of Sustained Success

WE’VE BEEN SOLD A LIE ABOUT MENTAL TOUGHNESS.

Success demands endless grind. Burnout becomes a badge of honor. Struggle is treated as proof that you simply aren’t “tough enough.”

In The Toughness Myth, performance scientist and applied practitioner Brad Cooper, PhD, dismantles the cultural obsession with performative stoicism and replaces it with something far more powerful, effective, and sustainable. Drawing on cutting-edge research, elite athletic experience, and decades of real-world application, Cooper reveals why the popular narratives around mental toughness often leave people exhausted, disillusioned, and stuck chasing short-term motivation that consistently falls short.

This book isn’t about simply digging deeper at all costs. It’s about learning when, why, and how toughness actually works—and how to use it as a tool rather than a trap. Introducing the Functional Mental Toughness (fMT) model, Cooper shows how mental toughness is not a fixed trait reserved only for elite athletes or military heroes, but rather a variable, malleable resource available to anyone willing to apply it with intention.

Whether you’re a leader, athlete, parent, entrepreneur, student, or someone navigating pressure, uncertainty, or burnout, this book offers a practical, evidence-based framework for achieving sustained success without sacrificing well-being. You’ll learn how to raise your baseline, prepare for life’s critical moments, and activate your best when it matters most—without falling prey to hustle culture or hollow hype.

If you’re ready to move beyond superficial and short-lived toughness and toward clarity, purpose, and outcomes that endure, The Toughness Myth provides the scientific and practical tools to get you there.

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Brad Cooper, PhD

The Toughness Myth

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