“When you change your brain, you don’t just change a habit—you change your life. Real transformation happens when you stop fighting your brain and start leading it.”
— George Haymaker
In a world where self-improvement advice is everywhere but sustainable transformation feels elusive, one expert is taking a radically different approach—by going straight to the source: the brain. Meet George Haymaker, a neuroscience-based brain coach who helps individuals rewire their internal architecture through education, emotional integration, and the power of neuroplasticity. In this eye-opening interview, George reveals why traditional therapy and coaching often fall short, and how his brain science method is helping people finally break free from old patterns, emotional loops, and limiting beliefs.
As a former entrepreneur who battled addiction, anxiety, and low self-worth, George knows firsthand the struggles that come from being trapped in your own mind. But instead of settling for surface-level fixes, he turned his pain into purpose—developing a system that gets to the root of mental and behavioral challenges. Whether you’re stuck in procrastination, burnout, or cycles of self-sabotage, George’s insights offer a roadmap to true, lasting change. This interview isn’t just about coaching—it’s about becoming the architect of your life by rewiring the brain from the inside out.
Thank you so much for joining us, George! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Thank you, it’s great to be here. My journey has been anything but linear. I was once a successful entrepreneur on the outside, but inside I was battling alcoholism, pain pill addiction, anxiety, and an overwhelming sense of low self-worth. My brain felt like it was working against me—I didn’t understand my own thoughts or behaviors. Eventually, I hit rock bottom, and it forced me to take a deep look at how my mind operated. That’s when I discovered brain science and the power of neuroplasticity. Learning how to rewire my brain became a catalyst for my transformation, and now I help others do the same. My mission is to empower people with the tools to stop fighting their brain and start leading it.
What is brain science coaching, and how is it different from traditional coaching or therapy?
Brain science coaching is a whole new paradigm. Traditional therapy often looks backward, helping people understand trauma and emotional wounds, while traditional coaching tends to be future-focused, emphasizing goal setting and motivation. But both approaches can overlook a critical piece: the neurological wiring that drives thoughts, behaviors, and emotional responses. My approach combines neuroscience education with coaching, so clients learn how their brain constructs their internal world and how to rewire those patterns to support who they want to become. Instead of just addressing symptoms or behavior on the surface, we go into the architecture of the brain and change it from the inside out.
You describe your method playfully as “brain science for dummies.” Can you explain that concept?
Yes! I say that with affection—because it starts with me. I needed to understand how my brain worked in simple, relatable terms. So I break down complex concepts into digestible pieces. My goal is to make neuroscience accessible to anyone. When people truly understand how their brain operates, it takes away the mystery and shame behind why they do what they do. We stop blaming ourselves and start seeing ourselves as patterns that can be reshaped. That knowledge becomes empowering.
How does brain rewiring actually work in practice?
The brain is a pattern-building machine. It creates neural pathways based on repeated behaviors, emotional reactions, and perceptions of safety. These patterns become the default because the brain always goes with what feels familiar—even if it’s not healthy. So when people try to change through motivation or willpower alone, they often fail because they’re working against deeply ingrained wiring. Rewiring happens when you replace old patterns with new, repeated, emotionally-reinforced behaviors. Through intentional practice and understanding, we can create new neural connections that support transformation at a deep, lasting level.
So would you say that traditional approaches often miss that foundational step?
Exactly. Many people leave therapy with insight into their past, but they feel stuck about how to move forward. Likewise, coaching might give you action steps, but if your brain is still wired for fear, self-doubt, or sabotage, those steps won’t stick. My process helps people bridge the gap between understanding and true change by working directly with the brain’s wiring system. It’s not about trying harder—it’s about teaching the brain a better way.
If someone wanted to change a habit, say checking their phone first thing in the morning, how would you help them rewire that behavior?
Great example. That’s actually one of the most common habits people want to change. First, we explore why that habit exists. The brain has likely been conditioned to associate checking the phone with dopamine hits and a sense of connection. It becomes a practiced pattern. We look at the cost of that behavior and whether it aligns with the person’s values and who they want to become. Then, we work on building a new morning ritual—something like breathwork, meditation, or journaling—that satisfies a deeper need. Over time, with repetition and emotional reinforcement, the brain starts to prefer the new behavior because it brings more long-term satisfaction and aligns with a healthier identity.
Let’s dive into that idea of identity. In brain science, what does identity really mean?
Identity in this context is not just how we describe ourselves—it’s how our brain predicts who we are and how we should behave. It’s the internal model we’ve built over years, often shaped by childhood, repeated experiences, and emotional conditioning. If someone sees themselves as a people-pleaser or lacks confidence, their brain aligns with that belief and makes decisions accordingly. Even if they try to act differently, their brain senses a conflict and will default to the old self because it feels safer. My coaching helps people reconstruct their identity at the neurological level—so their brain starts seeing them as the confident, empowered version they’re growing into.
So when behaviors and identity are misaligned, the brain resists change?
Exactly. That’s where people get stuck. They want to change their actions, but their internal model—their identity—is still wired to the old version of themselves. When we bring those two into alignment, the struggle disappears. Everything becomes more fluid. Change no longer feels forced; it feels natural.
You use a metaphor about working on the “roots” instead of the “branches.” Can you explain what that means?
Sure. Imagine a tree. Traditional coaching often trims the branches—surface-level behaviors. But if the root system, which represents our neurological wiring, remains untouched, those behaviors will grow back. We live in a culture that manages symptoms—burnout, anxiety, procrastination—but rarely asks why those symptoms exist in the first place. I go down to the roots. I help people identify the core misalignments, prediction errors, and unmet needs driving their behavior. We then rewire those areas so new behaviors can grow from a solid, healthy foundation.
What are the six core psychological needs you talk about, and how do they show up in your work?
Every human shares six psychological needs: stability, autonomy, skillfulness, equality, togetherness, and significance. We all value these to varying degrees. When one or more of these needs isn’t being met, the brain reacts. It may become withdrawn, controlling, anxious, or distracted. For example, I had a high need for significance that wasn’t being fulfilled, so I overworked and chased achievements for validation. Once we identify which needs are undernourished, we create emotional, mental, and behavioral pathways to satisfy those needs in healthy, sustainable ways.
What kind of changes do your clients typically experience?
It’s incredible to witness. Clients often describe their experience as life-changing. They go from feeling stuck and heavy to feeling light, empowered, and aligned. The shift is both external and internal. They approach stress differently, communicate more effectively, and build better relationships. But more importantly, they feel like they’re finally in sync with who they are. It’s like watching someone stop pushing a stalled car and finally start driving it. They become the architect of their own lives instead of just reacting to what happens to them.
How long does it take for those changes to become lasting?
In most cases, it takes about 90 days for new neural patterns to truly take hold. That’s why my programs are designed with that timeframe in mind. The brain needs consistency and emotional engagement to rewire. When you repeat a new behavior with meaning and purpose over time, it becomes the new default. And once that shift happens, it’s no longer something you have to try to do—it’s just who you are.
Why is emotion such a powerful component in rewiring the brain?
Emotion is the superglue for change. When we feel something deeply, it gets encoded into our brain more powerfully. That’s why traumatic memories or joyful experiences stick with us. In the same way, if we want to rewire the brain, we need to pair new behaviors with emotions that matter. That’s what makes the change last. Without that emotional engagement, it’s just data passing through our heads—it won’t stick.
Once a client finishes your program, do they need to continue coaching?
One of the things I love most about this work is that it’s designed to create independence. By the end of the program, clients are fully equipped to coach themselves. They understand their brain. They know how to work through new challenges. If life throws them a curveball, they can go back to the roots and rebuild. It’s incredibly empowering to know you don’t need to rely on someone else every time life gets tough.
If someone’s skeptical or has tried everything else, what would you say to them?
I’d say: if you’ve tried all the willpower, motivation, and mindset work—and nothing has stuck—it’s not because you’re broken. It’s because your brain is still wired to old patterns. That’s not your fault, but it is something you can change. With the right understanding and guidance, you can rewire your internal architecture and become the person you’ve always wanted to be. It’s not about effort; it’s about alignment.
What final thoughts would you like to leave with our readers today?
At the heart of it, we all want lasting transformation. Therapy can give us insight, and coaching can give us direction, but unless we change the wiring that created our struggles, we’ll keep revisiting the same patterns. Brain science coaching offers a sustainable path by aligning identity, behavior, emotion, and thought at the root level. When you change your brain, you don’t just change a habit—you change your life. This work is about liberation, empowerment, and becoming the fullest version of yourself.
How can our readers further follow your work online?
They can visit me at georgehaymaker.com, where I offer a free newsletter full of brain hacks and insights. There’s also a link to book a free 30-minute discovery call if they’re curious about working together. I’m also active on LinkedIn—just search George Haymaker. I’d love to connect and help people start their journey to lasting, internal transformation.
Thank you, George. This has been one of the most enlightening and empowering conversations we’ve had on the show. You’ve broken down such complex science into something anyone can grasp.
Thank you so much. I truly appreciate the thoughtful questions and the opportunity to share this with your audience. It’s always a joy to talk about this work, and I hope it inspires others to take that next step. Let’s keep rewiring lives—one brain at a time.
