What You Want and What You Need?
What You Want and What You Need?
We Are a Wellness Movement Built to Create the Change You Need.
Project30 started with 30 years of research across many aspects of living — experiences and discoveries that are often almost beyond belief. We talk in plain, down-to-earth, blunt, raw, unfiltered English. So don’t be put off by the big words that come next.
Founder Brian McKeown was introduced by leading local and international medical doctors to Psychoneuroimmunology — the science of how what we think directly affects our nervous system, and our nervous system directly affects our immune system..
The autonomic nervous system controls the involuntary functions keeping you alive right now — your heart rate, digestion, breathing, and glands. It has two modes:
Sympathetic Nervous System (STRESS): The “fight or flight” response. Most of us live here often without knowing or realising it.
Parasympathetic Nervous System (RELAXATION): Rest, recover, digest. Where healing and repairing the body, brain and mind actually happens.
Most people have tried meditation and given up. What Brian discovered through a chance meeting with Professor David White is a new approach — easy, measurable, and genuinely unlike anything else. It’s stress-busting like “meditation on steroids”, with real data to back it up. Genuinely new discoveries, from little old New Zealand. We are pretty sure we are the only company in the world using this science-based approach to living what we’d call spectacular lives.
Brian brings thirty years of navigating trauma, seven-plus years of sleep and biotech research that began almost by accident, and breathwork data proving what actually works — measured, not guessed. He also writes under the pen name Robert G. Ormson — because a pen name gives him the freedom to write exactly the way he thinks: down to earth, blunt, raw, and unfiltered.
What we actually do is host Project30 Circles online and in person at local tennis clubs — starting in New Zealand, then the world. Not to play tennis, but to breathe, connect, move, and learn together. Easy to join, easy to belong — gatherings built around the soul food every human needs: the three pillars of Breathing, Sleep, and Human Connection. We bring this framework into workplaces through corporate wellbeing programmes and offer online membership for people wherever they are. Our Pay-It-Forward model means cost is never the reason someone stays stuck.
New Zealand has thousands of tennis clubs. The infrastructure already exists — we just activate it for people who need change and the kind of gentle, social movement that science says is best for a long and happy life.
In a world where AI is pushing hard for your attention, Project30 goes the other direction. We connect you with the inner strengths you already have — the ones that make you irreplaceably, wonderfully human. AI will never mimic this.
So come and play. There is plenty of free stuff waiting for you.