Our Story

While serving in the military as a Recon Instructor in 2011, George Briones started GB3 Athletics. After two deployments, one to Iraq and another to Afghanistan, he found himself re-enlisting and moving into the role of a Recon Tactical Instructor. In this role, his responsibilities were to help teach the tools of the Recon Man and develop the skill sets in how to operate and survive in high-stress environments such as our nation's wars.

During this time, he found himself curious about improving human performance both physically and mentally. As an instructor where he ran pool sessions, led endurance events, and high-risk training operations, and provided a base of strength with tools of the trade, sandbags, and rucks. George noticed how important mental and physical resilience was to the success of these future Marines.

It was this experience coupled with the rarity of experiencing war fighting firsthand that sparked George’s perception of mental fortitude - keep moving forward, no matter the inevitable resistance. When George was not in his instructor role, he started to dive into the world of strength and conditioning chasing the minds of other successful strength and conditioning coaches that we still see spearheading the industry today. This led George to work with many different kinds of individuals who partook in a variety of different sports and endeavors such as tactical professionals, CrossFit, weightlifting, strongman, powerlifting, endurance, and combat sports.

From the start of George’s coaching career, he knew that he wanted to be a jack-of-all-trades kind of coach. This came with having to put himself in these different arenas firsthand, which provided him with the self-exploration and experiences to help him have a more transformative approach to him learning his craft. It not only became a passion for him, but it has ultimately become a profession that he has built for himself.

After leaving the military, George owned his own CrossFit and Strength and Conditioning Gym. Where he spent hours in the gym observing movement, coaching coaches, and working with individuals from all walks of life. He found after a few years that he enjoyed working with people not just in person but also remotely. By 2015, this was when GB3 Athletics came to light more than ever. The company had both an in-person and growing online presence and truly opened the door to a true “word of mouth” style of marketing for individuals to work directly with him. Today, George works with humans at all levels and in a variety of domains as his coaching expertise has matured and flourished over the years.

In the summer of 2017, George was offered an exciting new job working in the human performance sector of SOFLETE. Through this time, George pulled the curtain over GB3 Athletics and worked with a limited number of athletes exclusively by word of mouth. He then helped build SOFLETE from the ground up with effective programming delivered through their APP. He also spearheaded the SOFLETE Performance Podcast where he shared a lot of valuable information on how he has found his way to amplify health, wellness, and performance.

This opened the door for George to get his Bachelor's in Sport Psychology with an emphasis in Performance Psychology in 2021 from Grand Canyon University. During his final year of getting his Bachelor, George developed a guided discovery behavior program to help the tactical professional. George and his teammate both ran an eight-week case study with 15 tactical professionals where they implemented a lot of what George learned through his Sport Psychology degree. Which he used as his capstone reflecting on this case study, findings, and improvements.  Today, George couldn’t stay away from Grand Canyon University and is working towards a Master of Arts in English, with an emphasis on Education. During this time, George continues to work with humans on an individual basis aiding in developing an approach unique in comparison to others - GB3 Athletics operates under the model of human first, everything else second.

In 2023, George knew he wanted to continue to grow GB3 Athletics and share his passion more than ever before. With that, he passed the torch of Human Performance Director at SOFLETE over to his fellow coworker and friend. Now George is pulling the curtains back to highlight and grow GB3 Athletics as he once was doing almost eight years ago. GB3 Athletics is a company that caters to a diverse group of individuals, including the general public, endurance athletes, weightlifters, tactical professionals, Crossfit enthusiasts, and combat sports enthusiasts and many others who aren’t on this list.

George is also excited about the build out of seminars and clinics and launching his coaching education/mentorship program. If you like to keep up to date, please subscribe to our newsletter. The company aims to help people surpass their own limitations by building a strong foundation as humans, which can support them in achieving any goals they may have.