Brian Lai is a breathwork and human performance coach in Asia and the founder of Primal Breathwork. Originally from Australia, he helps individuals and organisations optimise their mental and physical state, build resilience, and perform at their best by combining modern science with time-tested practices from around the world.

His journey began as a personal search for recovery from anxiety, burnout, and mental health challenges, which led him to study meditation, breathwork, and human potential deeply. In 2016, Brian trained directly with Wim Hof and became Asia’s first certified instructor in the Wim Hof Method. Since then, he has continued learning from leading experts across a wide range of modalities, including Dan Brulé, Patrick McKeown, XPT, Karl Dawson, Bob Proctor, as well as Buddhist monks, mystics, and saints of the East. These experiences have shaped an integrated framework that bridges practical science with ancient, proven practices.

Over the past decade, Brian has worked with thousands of individuals across both wellbeing and high-performance environments. His clients include Fortune 500 executives, Olympians, professional fighters, traders, musicians, and C-suite leaders. He teaches internationally across Asia, Europe, and the Americas, guiding people to cultivate resilience, focus, and presence under pressure through methods that combine scientific principles with practical, time-tested techniques.

Brian’s work goes beyond teaching breathwork. He helps people regulate their state, shift limiting beliefs and behavioural patterns, process past experiences, and align their actions toward meaningful outcomes. His approach integrates tools for personal transformation in a grounded, practical way that supports lasting change in both life and performance.

He has collaborated with recognised figures including Wim Hof, James Nestor, and Dan Brulé. His work has been featured in Bloomberg, VICE Media, South China Morning Post, Asian Boss Media, Bulletproof for BJJ, China Daily, and TVB.