I'm Nuno Pires, founder of Bee a Warrior, offering high performance coaching, mental strength training, and emotional mastery work. Based in Dublin, I help driven individuals, athletes, professionals, and entrepreneurs to break through self-limiting patterns, sharpen mindset, and reach ambitious goals.
My approach combines personal training experience, mixed martial arts discipline, emotional intelligence, NLP, hypnosis, mindset frameworks, and sports performance coaching. I see the mental and emotional layers as central to achieving lasting transformation.
Early in my career I noticed that many people, even those who train hard physically, struggle with internal obstacles: fear, self-doubt, habits that hold them back. I realised that the missing piece was emotional and mental strength, not just physical.
I wanted to build a coaching model that didn't treat the mind as an afterthought, but as the foundation. The name "Bee a Warrior" reflects an internal battle: it's not about aggression, but about inner discipline, clarity, courage, and continuous growth.
The fitness and performance industry focuses heavily on physical training and tactical skills, but I noticed something essential missing: deep work on the mental and emotional foundations that actually determine success. Many high achievers were experiencing:
I wanted to create a coaching practice that bridges these gaps, treating mental and emotional strength as the core foundation for all lasting achievement.
I began by drawing on my own journey: I had trained in mixed martial arts, earned a black belt, and immersed myself in personal development (NLP, hypnotherapy, performance coaching). On my website I outline how I merged emotional mastery with results-driven processes, from "white belt" emotional skill to "black belt" levels.
My early clients were people I met through fitness, sport and workshops. I experimented with a mix of coaching formats:
One early hurdle was persuading people to invest in coaching work when they were used to physical training but hesitant about emotional or mental work. To overcome that, I published testimonials, explained certifications (NLP, hypnosis, coaching bodies) and showcased success stories.
Structuring Varied Client Needs into Clear Packages
Another challenge was structuring my offers when clients' needs varied a lot. I developed clarity by packaging core programmes (mindset, performance, emotional mastery) and defining clear deliverables and durations. Over time I streamlined my offerings to simplify decision making.
As word of mouth and online visibility grew, I began working with a more varied client base: business leaders, athletes, people wanting performance in life beyond sport. I also increased my coaching capacity while preserving quality through well-defined frameworks and client screening.
I don't separate skills, mindset, and emotional clarity.
I coach from lived experience (martial arts, performance, overcoming internal barriers).
Courses are built with clear progression, drills, tools, and accountability.
Yes, strategies and techniques matter, but the deeper shift is in how clients relate to themselves.
Not just a short programme, but lasting change, follow-ups, check-ins and integration.
The strategies that have proven most effective for growing Bee a Warrior include:
Through building Bee a Warrior, I've learned several key lessons. Invest early in clarity, define your niche, ideal client, and method. Capture and share proof through testimonials, case studies, and before-and-after examples. Pacekaging matters; simple, clear programmes convert far better than confusing menus. Be consistent with your content, as regular posts or blogs build authority over time. Set boundaries and screen clients carefully, not every enquirer is a good fit, and turning down mismatched work protects your energy and reputation. Finally, always refine your process by seeking feedback, improving structure, and continuously iterating.
If I were to start again, I would make these changes from day one:
I plan to broaden my reach beyond Dublin to coach internationally, especially with online programmes and immersive workshops. I want to build a flagship group course combining mindset, performance, and emotional mastery. I'm also exploring writing a book or creating training retreats.
My goal is that when someone thinks "how do I unlock my potential beyond physical training," they think "Bee a Warrior."
Bee a Warrior is a high performance coaching practice founded by Nuno Pires. It focuses on helping you build mental strength and emotional mastery, not just physical skill. The goal is to help you break through self-limiting patterns, sharpen your mindset, and achieve your most ambitious goals.
This coaching is designed for driven individuals who want to reach the next level. This includes athletes, professionals, entrepreneurs, and business leaders who feel that internal obstacles like self-doubt or fear are holding them back from their true potential.
Many coaching programmes focus only on physical training or surface-level tactics. Bee a Warrior is different because it treats your mental and emotional strength as the core foundation for success. It integrates inner work with practical, results-driven processes, ensuring the changes you make are deep and lasting.
The approach is a unique blend of disciplines. It combines insights from mixed martial arts, emotional intelligence, Neuro-Linguistic Programming (NLP), hypnosis, and sports performance coaching to create a complete framework for your growth.
You can start with a free 30-minute consultation. This is a great way to experience the coaching style, discuss your goals, and see if it is the right fit for you before making a commitment. It's a key step in your journey to becoming truly Fearless.