In the fast-paced world of executive leadership and entrepreneurship, burnout is rampant, driving many high-achieving individuals to the brink. For those fortunate enough to escape the ugly, insidious effects of chronic workplace stress, other pitfalls can wreak havoc on your sense of inner peace – or just block you from getting where you want to go professionally or personally.
Becoming, a next-generation human performance and life optimization company, is on a mission to redefine what it means to perform at the highest level.
Founded by former Burberry and Estée Lauder executive Florence Shaffer, Becoming offers holistic performance and well-being concierge services for executives, founders, investors, athletes and other high-performers who want more than quick-fix biohacks.
They want what the company calls a “whole-system upgrade.”
“Some feel like they’ve lost touch with themselves in the grind, looking for their second mountain. Others are navigating burnout, life transitions or a quiet sense that more of the same won’t get them where they want to go,” Shaffer tells Athletech News of the types of clients Becoming attracts. “They come to Becoming because they want lasting transformation – quickly, skillfully and without checking out of their lives.”
Following a career leading digital transformations for brands in fashion, beauty and other industries, Shaffer created Becoming after she experienced a loss of creativity, energy and even her sense of joy amid the corporate grind.
“I began building what I couldn’t find – a system not just for high performance but for sustaining and expanding it,” she explains. “One that accounted for the nervous system, the unconscious drivers and our evolving identity – the parts of us traditional leadership models often ignore.”
A Model Rooted in Science & Soul
Shaffer is aware that some of what she’s promising might sound like “woo-woo” to those with skeptical ears. But she insists that Becoming’s protocols are rooted in science, research and cutting-edge practices.
Becoming’s approach centers around what’s called “whole-system intelligence.” Essentially, this is the practice of tracking and integrating physical biomarkers such as heart rate variability (HRV), cortisol levels and sleep quality with what the brand calls “soul markers,” which are internal indicators of well-being like clarity, emotional resilience and purpose.
The Becoming framework spans five core pillars:
Nervous System Reset: Emotional regulation and capacity building
Mental Rewiring: Metacognition and pattern recognition
Emotional Integration: Inner safety and resilience
Physical Vitality: Energy, recovery and soma-based intelligence
Spiritual & Social Alignment: Purpose and belonging
Each pillar is measured with a mix of quantitative biomarkers (e.g. vagal tone, hormone panels and VO₂ max) and qualitative progress tracking (e.g. guided self-reflection, journaling and simulation-based feedback).
“Together, these methods create a multi-dimensional feedback loop – tracking not just what you do, but how you feel, respond and grow over time,” Shaffer explains. “This is essential in measuring whole-system intelligence, where inner and outer change are equally important.
Your First Step Toward a ‘Life Reset’
The cornerstone of Becoming’s offerings is the Life Reset, an immersive four-day program capped at 12 participants.
Hosted in luxurious, secluded settings in places like Marrakesh, Morocco, and Sintra, Portugal, the Life Reset features a 16-point framework and participants get access to a team of experts across areas including performance, fulfillment and wellbeing.
“Imagine a dedicated team of six world-class practitioners guiding you through different experiences – some group, some individual (including) simulation training, breathwork, somatic integration and time in nature,” Shaffer explains. “You might start the day with nervous system regulation, move into releasing self-sabotaging behaviors, emotional release and close with a group dinner under the stars.”
The retreat is capped by a 60-day guided reintegration program that helps participants apply what they learned during the Life Reset to their daily lives. The reintegration includes personalized coaching, ongoing assessments and integration check-ins.
Shaffer is quick to point out that the Life Reset isn’t a vacation or rehab – it’s designed to serve as the springboard for long-lasting change.
“The Life Reset isn’t a break – it’s a recalibration of the system driving your performance, relationships and leadership,” she says. “It’s both intensive and restorative, designed to rewire the body and mind in real-time.”
A Very Special Offer
Thanks to a partnership with Athletech News, Becoming is giving away a free Life Reset to one lucky business leader who attends the ATN Innovation Summit 2025 this June 17-18 in New York City (a $30,000 value).
At the Summit this June, we’ll be exploring innovation in all its forms across the fitness and wellness industry, from marketing and sales to technology and AI. These areas are certainly important to business success, but Shaffer notes that Life Reset offers a chance to address innovation at a more foundational level.
“What if the real innovation isn’t another strategy or tool – it’s you?” she says.
“If you’ve optimized everything around you but haven’t upgraded what’s within, this is your next level,” she adds. “Because the future belongs to the leaders who know how to stay energized, clear and aligned no matter what the world throws at them.”
To get your tickets for the ATN Innovation Summit 2025, the premier two-day event for wellness and fitness leaders, click here.
