Today we’d like to introduce you to Tate Unruh.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I spent 25 years in a fear-based mindset. The problem was that it worked. D1 scholarship, pro bball career, corporate promotions, successful startup…I was totally numb to what was driving me: a fear of being “enough”
I went through a personal transformation in my mid 30’s and when that cup overflowed, the Freedom Lab spilled. out. It’s a coaching firm that targets high-performers to help them get what they want most and explore they are capable of.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not been a completely smooth road. One of the biggest challenges was turning an idea into something real and sustainable.
At Freedom Lab, we’ve also learned that meaningful impact takes time. There were moments of uncertainty, setbacks, and lessons learned through trial and error. However, those struggles helped us become more resilient, refine our approach, and stay focused on why we started in the first place. Looking back, the obstacles were an important part of the journey and helped shape the organization into what it is today.
As you know, we’re big fans of The Freedom Lab. For our readers who might not be as familiar what can you tell them about the brand?
Freedom Lab is an identity-based leadership and performance company. We work with executives, founders, coaches, and athletes — people who are already winning by every measurable standard — and help them discover there’s a better way to win. Our core belief is simple: identity is the way. When you lead from who you truly are rather than from fear, anxiety, or external pressure, everything changes.
Three things set us apart from every other coaching company in this space.
First, we don’t fix people. Most coaching starts with the assumption that something is wrong and needs to be corrected. We start from the opposite assumption: there is nothing broken — there is something buried. Our entire model is built around unlocking who someone already is, not installing a new set of behaviors on top of who they’ve been.
Second, our work is proven at the highest level. In 2025, our framework was at the core of a national championship program. That’s not a testimonial — it’s a result. We’ve been in the rooms that matter, alongside the people under the most pressure, and the framework holds.
Third, we coach from love, not fear. That’s not just a tagline — it’s the entire operating system. We believe most performance coaching inadvertently reinforces the very fear-based patterns it’s trying to address. We built a different model. The result is leaders and athletes who perform with clarity and joy, not just grinding harder.
Is there anything else you’d like to share with our readers?
Your identity is your greatest gift!
Contact Info:
- Website: https://www.findthefreedomlab.com/
- Instagram: https://www.instagram.com/the_freedom_lab_/
- LinkedIn: https://www.linkedin.com/in/tate-unruh-b12ab2a2/
