Fireproof

What Fireproof does

Fireproof Performance is a privately held coaching, mastermind, and events company founded in 2020 by Mike Morse (founder of Michigan's largest personal injury firm) and John Nachazel (his longtime COO). The company serves ambitious owners and operators of U.S. law firms — primarily personal injury practices but also workers' compensation, criminal defense, and family law firms with $1M+ in annual revenue — who are trying to scale beyond founder-dependent operations. Fireproof packages the operating playbook used to grow the Mike Morse Law Firm from $17 million to $200+ million (now $360M) in settlements into a recurring curriculum and community.

The core product portfolio includes two one-on-one coaching tiers (Ignite at $3,500/month and Signature at $7,500/month, each with $5K–$10K downpayments and annual commitments), four revenue-tiered mastermind cohorts (Select $1,995, Champions $2,995, Elite $3,595, Legends $3,995 per month), an annual two-day conference (Austin, TX), twice-yearly member-only summits (Scottsdale and Detroit), a Custom Jumbotron financial dashboard add-on, a bestselling book, and 'The Fireproof Podcast' launched in April 2026. Underlying technology is light: the firm bundles Ninety's organizational goal-setting and EOS-style operating software with coaching memberships and provides proprietary Jumbotron KPI dashboards, but the business is fundamentally a services/content company rather than a software company.

Revenue mechanics are recurring subscription-driven, supplemented by conference ticket and sponsorship fees and book e-commerce. Go-to-market is sales-led with application-based intake and discovery calls, supplemented by an event- and content-driven funnel (podcast, YouTube, LinkedIn, summits, the Fireproof book as a gateway product). Customer base spans hundreds of law firms across at least eight U.S. states. The firm is headquartered in Southfield, Michigan, operates with 1–10 employees on a heavily contractor-supported coach roster, has no disclosed outside funding, and is wholly founder-owned.

Name

Fireproof

Legal name

Fireproof Performance

Website

https://fireproofperformance.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Legal Business Coaching and Mastermind Services

NAICS

Management, Scientific, and Technical Consulting Services (5416)

akta.pro primary industry

Occupant Fire Safety Training, Drills & Warden Programs (BPABAHAM)

akta.pro secondary industries

Active Shooter Preparedness & Safety Training/Drills (EDAEACAI), Event Security, Safety & Compliance Services (MPAIAFAH)

Keywords

• Law firm coaching
• Law firm mastermind
• Legal business consulting
• Law firm scaling
• Practice management coaching

Headquarters

HQ city

Southfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Coaching Memberships: Monthly coaching subscriptions with tiered pricing: Ignite at $3,500/month and Signature at $7,500/month. Includes downpayment commitments, 14 foundational lessons, summits, community calls, Ninety software access, weekly/biweekly coach-facilitated meetings, and quarterly meetings.
2. Mastermind Memberships: Monthly or annual mastermind group subscriptions with four tiers based on firm revenue: Select ($1,995/month), Champions ($2,995/month), Elite ($3,595/month), Legends ($3,995/month). Annual options offer two months free. Includes two in-person meetings per year and monthly zoom calls.
3. Conference Revenue: Two-day annual conference open to legal professionals. Revenue from attendee tickets and sponsorship packages. Sponsorship includes exhibitor booths, networking events, and branded experiences.
4. Book Sales: Sale of the Fireproof book by Mike Morse and John Nachazel through the Fireproof Shopify store.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Fireproof Performance is a coaching, mastermind, and events company serving law firm owners. Its core offerings are tiered one-on-one coaching memberships (Ignite at $3,500/month, Signature at $7,500/month) and revenue-tiered group mastermind cohorts (Select, Champions, Elite, Legends at $1,995–$3,995/month), delivered alongside an annual two-day conference, twice-yearly in-person summits, and access to the Ninety EOS-aligned software platform. The methodology is the codified playbook used by co-founder Mike Morse to scale the Mike Morse Law Firm from $17M to $200M+ in settlements.

Product overview

Fireproof Performance is a coaching and education company for law firm owners, offering a multi-product portfolio centered on helping firms scale from unpredictable to profitable. The core offerings include Fireproof Masterminds (collaborative peer groups), Fireproof Coaching (personalized one-on-one guidance), and the Fireproof Conference (annual in-person event). Supporting products include The Fireproof Podcast (content channel), a bestselling book, and Custom Jumbotron Dashboards (financial analytics add-on for coaching clients). The company was founded by Mike Morse and John Nachazel, who grew their own Michigan personal injury firm from $17M to $200M+ in settlements.

Differentiator

Problem solved

Functional benefit

Brands

• Fireproof Coaching: One-on-one, personalized coaching for law firm owners with two tiers: Ignite ($3,500/month) and Signature ($7,500/month), providing weekly meetings, quarterly sessions, 14 foundational lessons, and access to the Ninety software platform.
• Fireproof Masterminds
• Fireproof Conference
• Fireproof Summer Summit
• The Fireproof Podcast

Products and services

• Fireproof Coaching One-on-one personalized coaching program for law firm owners, providing access to the Mike Morse Law Firm's strategies and tools, structured support from Fireproof Coaches, long-term growth plans, exclusive coaching sessions, proven methods and tools, and peer networking. Offered in Ignite and Signature membership tiers.
• Fireproof Masterminds Collaborative group mastermind program where up to twelve non-competitive law firms in the same practice area share challenges, innovations, and confidential financial/KPI benchmarks. Includes two 1.5-day in-person meetings per year and monthly Zoom calls across four revenue tiers.
• Fireproof Conference Two-day annual conference for law firm owners and leaders featuring breakout sessions, hands-on learning with experts, candid insights on scaling, and networking with like-minded firm owners. Open to both Fireproof members and non-members.
• The Fireproof Podcast Podcast series featuring candid conversations with law firm leaders on the real work behind building and scaling a law firm practice — covering wins, mistakes, delegation, marketing strategies, leadership development, and operations.
• Fireproof Book Bestselling book by Mike Morse and John Nachazel laying out a five-step business model for taking a law firm from unpredictable to wildly profitable, with a roadmap for running a firm like a business to attract more clients, increase profitability, and gain peace of mind.

Quantifiable outcome

• $17M to $200+ million growth trajectory for Mike Morse Law Firm
• +4 more outcomes

Named customers16 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ActionCOACH: Global business coaching franchise offering coaching, masterminds, and workshops to SMB owners across verticals - not law-specific but extremely comparable in business model, tiered pricing, and conference-driven acquisition motion.
• Strategic Coach: Premium entrepreneur coaching company (Dan Sullivan) running quarterly workshops and structured cohort programs for founders earning $250K+ - the closest premium-priced, cohort-based business-coaching analog to Fireproof's Signature and Legends tiers.
• Lawyerist: Established legal industry media, community, and consulting company serving solo and small law firm owners with content, events, and advisory services - a broader incumbent that overlaps Fireproof's target market but with a wider, less premium focus.

Others

• EOS Worldwide: Entrepreneurial Operating System (EOS) implementer network that supplies the underlying operating framework Fireproof delivers to law firms. Fireproof hires EOS Implementers and uses EOS principles in its coaching curriculum, making them a strategic methodology partner rather than a direct competitor, though they also serve overlapping SMB/founder buyer personas.

Direct peers

• Catapult Groups: Peer-group mastermind facilitator for professional services firms including law practices, running paid mastermind cohorts with structured accountability and KPI benchmarking - directly comparable to Fireproof's cohort-based mastermind business.
• Crisp Video Group: Video marketing and growth coaching company serving plaintiff law firms, combining marketing services with mastermind/community programs - a comparable coach-led, law-firm-vertical business with subscription and event revenue streams.
• MASSIVE (Formerly Uplift Mastermind): Coaching and mastermind business for personal injury law firm owners built around case volume scaling, intake systems, and leadership development - overlapping Fireproof's PI client segment with similar tiered subscription and conference-driven model.
• Pilothouse Law (Ken Hardison): Personal injury law firm coaching and mastermind community founded by Ken Hardison, targeting PI firm owners with structured coaching, peer benchmarking, and growth playbooks - a near-direct functional competitor to Fireproof's PI coaching and mastermind offerings.

Emerging players

• LawLytics: Legal marketing platform and education provider serving small and mid-sized law firms, combining software with consulting and community - an adjacent emerging player focused on the marketing/lead-conversion layer of the same scaling playbook.
• AttorneyMarketing.com (Footprint Marketing): Marketing and lead-generation services company targeting personal injury and mass tort law firms with education and growth support - adjacent in the PI growth-services space and overlapping on the marketing-and-traffic component of Fireproof's curriculum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@FireproofPerformance
• Facebookfacebook.com/fireproofperformance
• LinkedInlinkedin.com/company/fireproof-performance
• Instagraminstagram.com/fireproofperformance
• Xx.com/fireproofperf

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fireproof