FAQs

What is the Never Surrender Performance Institute (NSPI)?

NSPI is a personal development and performance training institute designed to help individuals reclaim their identity, unlock their potential, and live with purpose, power, and perseverance. We train heroic humans to rise, lead, and to never surrender the Quest to Unleash Human Potential.

What makes NSPI different from other coaching programs or self-help platforms?

We don’t just give you information, we guide you through transformation. NSPI combines performance psychology, heroic philosophy, mythic storytelling, and behavioral science into a single, actionable framework. This is not self-help. This is self-mastery.

Our Philosophy

What does it mean to 'Never Surrender'?

"Never Surrender" means refusing to give up on yourself, your potential, or your mission… no matter what. It means embracing discomfort, overcoming resistance, and becoming the kind of person who meets adversity with courage and clarity.

What is 'Heroic Philosophy'?

Heroic Philosophy is our modern interpretation of timeless wisdom — integrating Jungian psychology, Joseph Campbell’s Hero’s Journey, spiritual grit, and high-performance strategies. It's about becoming who you were meant to be… not who the world conditioned you to be.

Programs & Services

What kinds of programs does NSPI offer?

We offer a range of experiences and tools, including:

  • 1-on-1 Coaching

  • The Never Surrender Performance Framework (a complete growth system)

  • Digital Courses & Heroic Challenges (Coming soon!)

  • Journaling Tools & Custom Curriculum for Identity Development

Is NSPI for individuals or teams?

Both. NSPI works with individuals, athletes, founders, and leaders — as well as corporate and organizational teams looking to cultivate resilient, values-driven cultures.

What is the Never Surrender Performance Framework?

It’s our signature model that equips you with the mindset, skillset, and daily habits necessary to live in alignment with your heroic identity. It includes disciplines like:

  • Identity Architecture

  • Mission Mapping

  • Psychological Flexibility

  • Flow State Training

  • Community Integration
    ... and more.

Coaching with Coach Chris

Who is Coach Chris?

Chris Rubio — aka Coach Chris, the Godfather of Heroic Philosophy, and the Breaker of Chains — is the Founder of NSPI. He’s a former athlete, educator, and performance philosopher who has dedicated his life to helping others rise from adversity and reclaim their power.

How do I work with Coach Chris directly?

Private coaching spots with Coach Chris are limited and by application only. You can apply [here] to book a discovery call to see if it’s the right fit.