About Apricus
In a rapidly changing world, development requires more than motivation. It requires integration.
Apricus Coaching Initiative is a modern coaching and consulting practice that brings together leadership, communication, physical conditioning, psychological resilience, values-based decision-making, and optional entheogenic exploration into one coherent approach.
Our coaches are educated, certified, and experienced across multiple disciplines. Rather than treating growth as fragmented—business over here, health over there—we integrate these domains so progress is sustainable, embodied, and applicable to both your professional and personal life.
At Apricus, we lead from inside the work. We listen closely, surface blind spots, and help you see your situation with greater clarity and perspective. From there, we provide accountability, structure, and actionable insight—so your decisions are intentional and your effort compounds over time.
Whether you’re building a business, navigating transition, or strengthening your capacity as a human and professional, Apricus exists to help you move forward with confidence, coherence, and purpose.
Rich Mulder
MS, CSCS
Founder, Apricus Coaching Initiative
No matter how far along you are, a skilled coach is a force multiplier.
Again and again, I’ve seen that the right coaching relationship accelerates clarity, sharpens decision-making, and brings structure to an otherwise winding path of self-development. Not by doing the work for you, but by holding the line while you do it yourself.
My commitment is simple: I lead from inside the work. I train, reflect, question, and refine my own life with the same rigor I ask of my clients. Coaching, at its best, is not advice from above but a partnership built on example, honesty, and shared standards.
Regardless of where you’re coming from or where you intend to go, if you’re serious about building a life or business rooted in strength, agency, and authenticity, I’d be honored to walk alongside you in that process.
Bio
A former Army officer, Rich graduated from the United States Military Academy at West Point in 2009.
He served five years in the Infantry, completing Air Assault, Airborne, and Ranger Schools as well as a combat tour to Afghanistan, where he led over 120 dismounted patrols and earned the Bronze Star and the Combat Infantryman Badge.
After his service, Rich obtained his Strength and Conditioning Specialist certification from the NSCA and his Master’s Degree from Arizona State University, where he received the Outstanding Masters Scholar, Teacher and Leader Award.
In addition to being a certified Transformational Coach with Being True To You, Rich has been published in NSCA Coach, Strength Performance Daily, and has presented at the Rocky Mountain Region NSCA convention (2017) as well as the annual Grounded Athlete Development Program in Tainan and Taichung, Taiwan (2017-2019). During this time, he was also an adjunct professor of Exercise Science at Ottawa University.
Rich was the Strongman Corporation co-chair for the state of Arizona from 2018-2020 and served on the NSCA Arizona State Advisory Board from 2017 to 2020.
He is the Founder of Liberty Performance Training in Phoenix, Arizona and served for two years as the Executive Director of Quality Resilience Fitness, a nation-wide nonprofit organization that promotes mental and physical health for veterans.
In parallel with his work in physical and psychological development, Rich brings a distinct approach to business consulting and ghostwriting for founders, consultants, and mission-driven organizations. Drawing from his background in leadership, systems thinking, and narrative strategy, he helps clients clarify their positioning, package their expertise, and communicate with precision and integrity. His work focuses on translating lived experience into clear offers, coherent messaging, and long-form writing that builds trust over time. Whether advising on business structure or shaping a client’s public voice, Rich operates at the intersection of strategy, identity, and execution, ensuring that what a client builds is both effective and honest.
Despite many achievements and an outward veneer of control, Rich struggled with passive suicidality, alcohol addiction, and impulse control until he combined a responsible practice of ceremonial ayahuasca with integration coaching and gentle self-discipline. His own journey has led him to share strategies, practices, and disciplines with others in order to guide them along their own path and he feels it is his calling in life to help others optimize theirs – to live according to their True North.
He is a certified psychedelic integration coach with Being True to You and has led numerous preparation and integration protocols for ayahuasca, psilocybin, and ketamine therapy. Plant medicine is not a necessary component of his coaching methodologies, but he is a practitioner, himself, and believes it is a powerful tool both for healing as well as the betterment of well people. He is not here to change your mind – he is here to show you how to change your own.
When not coaching others, training himself, or improving his business, Rich can be found reading good fiction, writing books, playing music, hunting, gaming, or spending time with his wonderful friends and family. He lives on five acres in Oklahoma with three crazy dogs and a beautiful wife.
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