João Mendes: The Power of Choosing the Harder Path

In the words of João Mendes “glory sits on the other side of fear”. At thirteen, he witnessed something no child should ever have to endure, the impact of which could have sent his life on a rocky and uncertain trajectory. Instead, João chose to use it to fuel resilience, ambition and a future he carved out on his own terms.

What followed was years of rebuilding, and learning to choose the harder path for the sake of growth. Today, João stands as a coach, an Ironman athlete, SYFA affiliate and a reminder that strength often starts in the places we least expect.

This is the mindset behind his momentum – and how he stays locked in while chasing the goals that scare him most.

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Let’s start with you. What got you into what you do?

I’ve been a PT for almost six years, and my story is a bit mad. When I was 13, my mum was killed in front of me in a shooting. That moment changed everything.

Growing up, I found strength, purpose and a way to breathe again through sports, and later, through fitness. I learned young that voluntarily choosing hard things prepares you for everything life throws at you. Training became the place where pain turned into strength and where negative thoughts turned into action.

Since then, I’ve dedicated my life to helping people improve theirs through mindset coaching, fitness and proper nutrition. And so far, I’ve been lucky enough to transform hundreds of lives.

What are you aiming for over the next 12 months?

Right now I’m training for my third Ironman, it’s in October next year, in Portugal, my home country. That’s my big fitness priority.

On a personal and business level, I’m building a customised Portuguese fitness app to grow my online coaching back home. I want it launched by June next year so I can help as many people as possible.

And since I’m turning 30, I want to celebrate by travelling to another continent, somewhere warm, preferably with a beach.

What gets in the way?

Honestly? Me.

Sometimes I doubt myself because of where I come from. After everything that happened, I wasn’t “supposed” to come this far, yet I did. And sometimes it feels like I don’t deserve big goals, so I hold back or hesitate to take risks.

If I had to name it: fear of failing.

And how do you deal with it?

Life keeps proving to me that glory sits on the other side of fear.

Recently I’ve been diving deeper into Christianity learning to let go of what I can’t control, trust God, and believe that with Him by my side, I’ll be fine.

I’ve also made a habit of taking massive action towards the things that scare me. Every time I’ve done that, it’s paid off. And honestly, SYFA has helped keep me sharper, more focused and more dialled in while I chase these goals.

How did you first discover SYFA?

I kept seeing ads and got curious. I use energy drinks often, but I’m never happy with how they make me feel, or the ingredients. SYFA looked like a much cleaner, better alternative, so I gave it a shot.

Which SYFA product do you reach for most – and why?

My go-to is SYFA Shift. It gives me the boost I need without the crash, jitters or “wired” feeling I get from normal energy drinks. The ingredients are clean, the taste is class, and it keeps me focused whether I’m coaching, training or working on the business.

What’s changed since you started using SYFA?

The biggest changes are energy, focus and consistency.

My energy feels stable throughout the day, not up and down. My focus during work blocks and training sessions is sharper, and I recover better because I’m not draining myself with sugary drinks or caffeine overload. I also just feel better mentally more switched on, more productive, more in control.

Why did you want to become a SYFA affiliate?

It was an easy yes. I already believed in the product, I use it daily, and it fits my lifestyle perfectly, clean energy, performance-driven and aligned with how I coach.

I also love partnering with brands that actually care about their community and the people behind the product, not just the numbers. SYFA feels like a team that builds something real.

What does a good day look like for you?

Wake up with the sunshine, grab a coffee, get some natural light, have a solid breakfast, hit a good gym session, work on my business, finish with a sauna, and sit down to a big, fat steak for dinner.

Tell us something surprising about you.

I have five brothers, including an identical twin. What’s funny is that we still look almost exactly the same even though we’ve lived in different countries for eight years and have completely different training styles.

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The Power of Choosing the Harder Path

João’s path is a reminder that strength isn’t something you stumble into. It’s something you build. Day by day. Decision by decision. Setback by setback.

Now, as he trains for another Ironman and grows a business rooted in helping others rise from their own struggles, SYFA plays a simple but important role - keeping his head clear, his energy consistent and his focus locked on what matters.

To tap into the clarity João trains with, use THEPORTUGUESECOACH at syfa.com for 13% off – and see what SYFA can do for your day.

> See João's Instagram