Arnold Beekes empowers individuals to transition from ‘Fitting In’ to ‘Flying Out’. Growing up in a highly conformist environment, Arnold experienced the pressures of fitting in from a young age. His father, a military officer, imposed strict norms that set Arnold apart from his peers. Despite these challenges, Arnold’s journey through school, university, and his career in technology and organizational leadership, followed by psychology and personal leadership, shaped his unique perspective. Arnold’s mission is to reverse the trend of people being robotized and robots being humanized. His approach, based on ‘un-conditioning’, helps individuals recognize and break free from societal expectations and conditioning. By doing so, they can achieve significant growth in performance, health, wellbeing, and freedom. Arnold’s insights on brain fitness and personal empowerment are particularly relevant in today’s world, where mental health challenges are on the rise. His work aims to bridge the