PEAK-END FITNESS COACHING DESIGNED FOR LAGREE INSTRUCTORS

    Clients forget most classes. Learn to teach the one they never forget.

    Good is the problem.

    You teach a clean class. Your cues are safe, your transitions are smooth, your playlist works. And your clients still drift to whichever studio fits their calendar that week.

    Here is what nobody tells you in your training: retention has almost nothing to do with the workout itself. Clients do not remember your whole class. They cannot. The brain does not store experiences that way.

    They remember two moments. The hardest one, and the last one. If you are not designing those two moments on purpose, you are leaving your reputation to chance, class after class.

    A CORE40 class mid-effort on the Lagree floor

    The mechanism

    The science your training skipped.

    In the 1990s, Nobel laureate Daniel Kahneman proved that people judge an experience by its most intense moment and its ending, not by the average or the length. He called it the Peak-End Rule.

    Dean Grafos spent years turning that finding into a complete coaching method for the Lagree room: Peak-End Fitness Coaching™. It covers how you open, how you count, how you cue a mixed room, where you place the peak, and how you engineer the final ninety seconds so the memory that walks out the door is one of triumph.

    Modules 1 to 3 hand you the foundation of the method in three parts. Modules 4 to 6 open to you after Modules 1 to 3. Complete Modules 1 to 3 within 60 days and you unlock the next modules at a special discount.

    Dean Grafos coaching a full Lagree class at CORE40

    They forget most of your class.They remember the peak and the ending.

    Peak-End Fitness Coaching™ is an instructor training series from Dean Grafos, co-founder of CORE40.

    Experience the exact system Dean Grafos and his instructors use to command a room, hold every level at its edge, and send clients out the door already planning their next class.

    Modules 4 to 6 open to you after Modules 1 to 3. 
    Complete Modules 1 to 3 within 60 days and you unlock the next modules at a special discount.

    Instant access. Non-refundable.

    LAGREE SPECIAL

    Included with Modules 1 to 3

    Added bonus with the $297 course

    The $297 fee can be applied toward your application for the Beyond Lagree Costa Rica Retreats.

    Access timeline

    1. Step one

      Now

      Instant access to Modules 1 to 3. Self-paced video, watch in any order.

    2. Step two

      After Modules 1 to 3

      Modules 4 to 6 open to you once Modules 1 to 3 are complete, at a special discount if you finish Modules 1 to 3 within 60 days.

    • 500+

      Instructors trained

    • 10

      studios, San Francisco and Amsterdam

    • 17

      Years teaching

    • CORE40

      Co-founder

    Outcomes

    After this series you can coach it.

    • Open a class with an eight-second standard that sets the room before the first move
    • Cue a mixed room so every level works at its own edge at the same time
    • Place the peak on purpose instead of hoping intensity lands somewhere
    • Engineer the final ninety seconds so clients leave already planning their next class

    Peak-End Fitness Coaching

    The six modules of Peak-End Fitness Coaching

    Good instructors get booked.Extraordinary instructors get waitlists.Module 1 shows you the difference.

    1. 01

      How to Be Extraordinary

      Live

    2. 02

      Command, Control and Intensity

      Live

    3. 03

      Collective Intensity

      Live

    4. 04

      Peak-End Theory

      Filming Fall 2026

    5. 05

      Intensity Shift

      Filming Fall 2026

    6. 06

      The Psychology of the Mind

      Coming

    Curriculum

    The Coursework.

    Modules 1 to 3 are 33 lessons, 66 videos, about 230 minutes of self-paced video. Modules 4 to 6 are previewed below and open after Modules 1 to 3.

    FoundationsFOUNDATIONS, $297
    How to Be Extraordinary, coaching on the CORE40 floor1

    1. How to Be Extraordinary

    11 lessons, self-paced video

    The baseline behaviors that separate a certified instructor from an extraordinary one.

    • Run the five-part opening sequence that sets the tone before the first spring loads
    • Master the eight-second counting standard that makes every count feel inevitable
    • Use the wheelbarrow diagnostic, the one-minute hold standard, and the cue hierarchy to coach with precision from day one
    Command, Control and Intensity, coaching on the CORE40 floor2

    2. Command, Control and Intensity

    11 lessons, self-paced video

    Own the room through presence, authority, and connection.

    • Install the three pillars: connection, counting, and Focus 20
    • Apply the routine rule, vision and scanning, and presence mechanics, from voice to eye-line to stillness
    • Set standards and correct form in a way that raises the room instead of shrinking one client
    Collective Intensity, coaching on the CORE40 floor3

    3. Collective Intensity

    11 lessons, self-paced video

    Hold the entire room at its edge at the same time, whatever the mix of levels.

    • Plan for the Level 9 and 10 client first, then layer options down instead of watering the class up
    • Run the layered cue system: base cue, option, challenge
    • Use Focus 20 as the equalizer that lets a first-timer and a five-year veteran max out side by side
    CoursesADDITIONAL COST. OPENS AFTER FOUNDATIONS
    Peak-End Theory, coaching on the CORE40 floor4

    4. Peak-End Theory

    11 lessons, self-paced video

    Design the two moments clients actually remember.

    • Understand the Peak-End Rule, duration neglect, and the difference between the experienced class and the remembered class
    • Run the Focus 20 protocol: Challenge, Connection, Countdown, Reinforcement
    • Engineer the Effort-Rest-Success sequence and place the peak with the three to four second forecasting rule
    Intensity Shift, coaching on the CORE40 floor5

    5. Intensity Shift

    11 lessons, self-paced video

    Coach identity, not effort. This is where clients become people who do not quit.

    • Rewrite effort-based language into identity-based language your clients carry out of the studio
    • Apply reframing tools: presupposition, anchoring, and future pacing
    • Lead the nervous system of the room with co-regulation and somatic tools, and shift from entertainer to leader

    Sample lesson

    Watch a clip from Intensity Shift.

    A short sample of how Dean teaches inside Peak-End Fitness Coaching.

    Instant access. Non-refundable. Modules 4 to 6 open to you after Modules 1 to 3. Complete Modules 1 to 3 within 60 days and you unlock the next modules at a special discount.

    Why it works

    • Built from more than 5,000 classes Dean has taught.
    • They remember the peak. They remember the finish. Design both intentionally.
    • They don't remember the cues; they remember how you made them feel.

    To the coaches

    • Being Extraordinary is a choice you make every class.
    • Presence builds super fans.
    • Greet who they are, coach who they're becoming.
    • It's not about following your pre-programmed script. It's being able to adapt instantly in real time to what's actually happening in class.
    • All I ask is that you give me your 100% effort and I will do the same.

    - Dean Grafos

    Beyond Lagree

    Ready to coach the peak and the ending?

    Modules 1 to 3, all three. 
    Start today and apply the first framework in your next class.

    Instant access. Non-refundable.
    Modules 4 to 6 open to you after Modules 1 to 3. Complete Modules 1 to 3 within 60 days and you unlock the next modules at a special discount.

    Dean Grafos teaching a group of clients standing at their reformers on the CORE40 studio floor

    Built on the coaching floor, not in a slide deck.

    Dean Grafos is the co-founder of CORE40, with studios across San Francisco and Amsterdam. He is the author of the Peak-End Fitness Coaching curriculum, a 20 contact hour instructor training program.

    Seventeen years of teaching. More than 500 trainers trained. Thousands of classes coached. He created Peak-End Fitness Coaching™ by applying behavioral science to that floor time, then teaching the system to the instructors he hires and certifies. In September 2026 he presented the method at the Lagree Summit.

    Modules 1 to 3 are that system, on video, at instructor pricing.

    Who this is for.

    This is for you if

    • Certified Lagree instructors already teaching a clean class
    • Instructors who want retention, presence, and identity-level coaching
    • Studio owners and managers standardizing how their team coaches
    • Anyone teaching one class a week or twenty, the system scales either way

    This is not for you if

    • Anyone not yet certified, this is coaching craft, not equipment training
    • Instructors looking for workout libraries or playlists
    • Anyone wanting live classes or coaching calls, this course is self-paced video only

    What you get.

    • Modules 1 to 3, the foundation of the Peak-End Fitness Coaching™ system
    • Self-paced from day one, watch in any order and revisit any lesson
    • The frameworks by name: the eight-second standard, Focus 20, the layered cue system, the Effort-Rest-Success sequence

    The path

    Learn it on video. Live it in Costa Rica.

    Modules 1 to 3 are the main path.
    The Costa Rica retreat is where you practice it in person, with Dean, in a group of 16.

    What this is

    • A self-paced video course for Lagree instructors
    • A coaching system built on the Peak-End Rule
    • Tools you can use in your very next class
    • The first step toward the Beyond Lagree Costa Rica Retreat
    • A supplement to your training, not a replacement

    What this is not

    • Not a Lagree HQ program.
    • Not class programming
    • Not a shortcut; it asks you to practice
    • Not in competition with your studio's training

    An honest word before you join

    This work asks you to look honestly at how you coach.

    It asks you to try new things in front of a real room.

    If you are ready for that, you are ready for this.

    In their words

    What past trainees say

    "16 years later, you're still my fav."
    Past trainee, Instagram
    "Pivoting moment in my life."
    Past trainee, Instagram

    Pricing

    Two steps.

    Start with the course.
    Then bring it to Costa Rica.

    Step 1, online course

    Modules 1 to 3

    $297

    Parts 1 to 3, self-paced

    • How to Be Extraordinary
    • Command, Control and Intensity
    • Collective Intensity
    • Modules 4 to 6 at a special discount when you finish within 60 days
    ACCESS NOW, FOUNDATIONS, $297

    Instant access. Non-refundable.

    LAGREE SPECIAL

    Included with Modules 1 to 3

    Added bonus with the $297 course

    The $297 fee can be applied toward your application for the Beyond Lagree Costa Rica Retreats.

    Step 2, in person

    Beyond Lagree Costa Rica Retreats

    $4,997

    March 6 to 13, 2027, Nosara

    • 7 days with Dean, 16 people max
    • Private bedroom, all meals and drinks
    • Classes, wellness sessions and sound healing
    • $297 application fee holds your space and counts toward the total
    • The fee includes Modules 1 to 3
    APPLY FOR COSTA RICA

    By application. Dean reviews every applicant.

    Instant access. Courses are non-refundable and all sales are final.

    Questions, answered.

    Who is this series for?

    Lagree instructors who already teach a clean class and want retention, presence, and identity-level coaching. It works whether you teach one class a week or twenty.

    Do I need to be Lagree certified first?

    Yes. This is coaching craft, not equipment training. You should already be certified and teaching on the Lagree floor.

    How long does the series take?

    Modules 1 to 3 are 33 lessons, 66 videos, about 230 minutes. Most instructors finish in two to three weeks and apply one framework per class along the way.

    What do I get when I enroll?

    Modules 1 to 3, for $297. Modules 4 to 6 are not sold separately. They open to you after Modules 1 to 3, and if you complete Modules 1 to 3 within 60 days you unlock Modules 4 to 6 at a special discount.

    Do I keep access to the recordings?

    Yes. It is a one-time purchase, not a membership.

    When do I get access?

    Modules 1 to 3 are available the moment you enroll. Modules 4 to 6 open to you after you finish Modules 1 to 3, at a special discount when you complete Modules 1 to 3 within 60 days.

    What is the refund policy?

    Access is instant. Courses are non-refundable and all sales are final.

    Next step, March 6 to 13, 2027

    Take it to Costa Rica.

    The coursework is the system on video. The March 2027 Costa Rica retreat is where you live it, in the jungle, in a small group, with Dean coaching you in person.

    Spots are released to the waitlist first.

    Your next class is the audition.

    Somebody walks into your 6am tomorrow deciding, without saying it, whether you are their instructor or just an instructor.  You cannot control their day.  You can control the peak and the ending.

    Three parts, for less than the revenue of one retained client.

    Instant access. Non-refundable.

    Modules 4 to 6 open to you after Modules 1 to 3. Complete Modules 1 to 3 within 60 days and you unlock the next modules at a special discount.

    Or get info on Beyond Lagree Costa Rica Retreats.

    Instant access to Modules 1 to 3, $297.  Modules 4 to 6 open after Modules 1 to 3 at a special discount when you finish within 60 days.

    Learn More about Beyond Lagree Costa Rica Retreats
    @deangrafos
    Dean coaching a client mid-class
    Dean laughing with a client
    Dean coaching intensely on the floor
    Dean guiding a plank row at CORE40
    Dean in CORE40 tank coaching the room
    High-five moment at CORE40 SF
    Dean with two clients flexing
    High-five on the reformer floor
    Dean coaching with headset
    Thumbs up mid-class
    Dean training session
    Dean teaching
    Dean at CORE40 studio
    High-fiving clients at CORE40
    Dean smiling at CORE40 SF
    Dean laughing during training
    One-on-one coaching with headset
    Dean coaching a client mid-class
    Dean laughing with a client
    Dean coaching intensely on the floor
    Dean guiding a plank row at CORE40
    Dean in CORE40 tank coaching the room
    High-five moment at CORE40 SF
    Dean with two clients flexing
    High-five on the reformer floor
    Dean coaching with headset
    Thumbs up mid-class
    Dean training session
    Dean teaching
    Dean at CORE40 studio
    High-fiving clients at CORE40
    Dean smiling at CORE40 SF
    Dean laughing during training
    One-on-one coaching with headset