Brian Lai is a leading breathwork, transformation and performance coach in Asia, born in Australia, whose journey began as a personal search for healing from anxiety, burnout, and mental health challenges. He discovered the transformative power of breathwork and trained directly with Wim Hof from 2016, becoming Asia’s first certified instructor in the method.

In 2016, after witnessing a tragic suicide in Hong Kong, Brian recognised the urgent need for effective stress and mental health solutions. This led him to establish Primal Breathwork, pioneering modern breathwork in the region. Since then, he has taught globally, collaborating with renowned leaders such as Wim Hof (holder of 26 world records), James Nestor (bestselling author of Breath), and Dan Brulé (breath coach to Tony Robbins). His work has been featured in Bloomberg, VICE Media, SCMP, Asian Boss Media, Bulletproof for BJJ, China Daily, TVB, and more.

Brian’s training with Wim Hof was just the beginning of a deeper exploration into the mind, body and consciousness. He has furthered his education with leading institutions and experts, including Breath Mastery, Oxygen Advantage, Breathwork Masterclass, XPT, EFTMR, ATIH and the living Saints of India.

His approach integrates a full-spectrum methodology bridging science and spirituality, combining breathwork with tools such as mental reprogramming, EFT, Matrix Reimprinting, Tibetan Heart Meditation, and nervous system regulation. His mission is to help others unlock their full potential through the power of breath and beyond.