Brian Lai is a leading breathwork, transformation, and performance coach in Asia, born in Australia. His journey began as a personal search for healing from anxiety, burnout, and mental health challenges, where he discovered the transformative power of breathwork. In 2016, he trained directly with Wim Hof, becoming Asia’s first certified instructor in the method.

That same year, after witnessing a tragic suicide in Hong Kong, Brian recognised the urgent need for effective stress and mental health solutions. This led him to establish Primal Breathwork, pioneering modern breathwork in the region. Since then, he has taught globally and collaborated with renowned leaders such as Wim Hof (holder of 26 world records), James Nestor (bestselling author of Breath), and Dan Brulé (breath coach to Tony Robbins). His work has been featured in Bloomberg, VICE Media, SCMP, Asian Boss Media, Bulletproof for BJJ, China Daily, TVB, and more.

Brian’s training with Wim Hof was just the beginning of a deeper exploration into the mind, body, and consciousness. He has expanded his education with leading institutions and experts, including Breath Mastery, Oxygen Advantage, Breathwork Masterclass, XPT, EFT, Matrix Reimprinting, Awakening the Illuminated Heart, Proctor Gallagher Institute, and the Mystic Adepts of India.

His approach integrates a full-spectrum methodology bridging science and spirituality, combining breathwork with tools such as mindset mastery, EFT, Matrix Reimprinting, Tibetan meditations, manifestation, mysticism, and nervous system regulation. His mission is to help others unlock their full potential.