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In this episode of the Benefits Broker Boost Podcast, Plansight CMO Adam Smith sits down with Cole Rodgers, founder of School of Man and a leader at Marsh McLennan Agency, to discuss the intersection of elite physical performance and professional excellence. Cole, who recently set a Guinness World Record for the most "Murph" workouts completed in 24 hours, shares how the discipline of the "Future Self" mindset powers a thriving benefits career. The conversation explores the psychology of the sale, the necessity of scaling smarter with AI, and why brokers must transition into "strategic thought partners" to survive an industry at a major inflection point. Coles’ story serves as a blueprint for brokers on how to balance authentic personal branding with the operational rigor required to lead in a technology-centric era.
Cole Rodgers’ success in the benefits industry was not accidental; he describes himself as being "cut from the cloth," following in his father’s footsteps while maintaining a clear vision of his path from age 20. To launch his career as a consultant, he made the calculated decision to cut his income in half to build his own business "from zero".
This drive is fueled by a "Future Self" philosophy that prioritizes long-term impact over immediate comfort. Cole explains that achieving new heights requires transformation: "In order to achieve something you never achieved before... you’ve got to become somebody you’ve never been before, and that requires sacrifice."
Adam Smith noted that many in the industry underestimate the work required to scale, stating that "it's always really easy to write off the work that went into" another person's accomplishments. This mindset of leadership in the trenches and intentional "thinking time" is what allowed Cole to build a book of business while simultaneously pursuing elite physical feats.
One of the most significant shifts Cole identifies is the move toward a technology-driven benefits ecosystem. He argues that the industry is currently at an inflection point where brokers must either adapt or be bypassed.
To maintain scale and accuracy, his team operates as "super users" of modern tools. Cole emphasizes that AI is a force multiplier: "AI will leverage you unless you leverage AI. You just have to know how to make a dance." His team uses AI for:
Adam reinforced this, noting that choosing the right AI provides an ROI only if the broker knows what to do with the time they reclaim. Cole summarizes the shift: "The day of the broker is done... if you’re not at a strategic level, then you’re going to get passed by."
A major hurdle for many brokers is the "excessive optimism" that leads them to ignore risks or stop examining their assumptions. To stay sharp, Cole seeks "proximity" to those further down the path, believing that success leaves clues.
In the sales arena, he utilizes a "Three S" system: State, Story, then Strategy to connect with high-level buyers. He warns that technical knowledge alone is insufficient: "You could be a self-funded wizard and guru, but if you get in those rooms and you completely are underwhelming... it doesn't matter." Instead, he suggests identifying the three things a client should feel, such as confidence, clarity, and conviction, before even discussing product. Adam Smith agreed, noting that jumping into a solution too quickly is a common mistake that wastes the prospect's time. By focusing on beyond the spreadsheet emotional intelligence, a broker can build the "speed of trust" necessary to move a prospect into a "future mindset".
While many agencies rely on corporate branding, Cole advocates for the power of a founder-led personal brand to break through industry noise. He views LinkedIn not as a place to repost company press releases, but as a platform for building human connection.
Adam noted that while brokers can build trust through education, a brand like "You Inc." humanizes the professional relationship. Cole believes this human element is the ultimate insurance against technology, stating, "It's not going to replace the human heartbeat."
Looking toward 2026, both Adam and Cole see rising health costs requiring a more proactive benefits approach. Cole argues that brokers must move beyond being vendors to become strategic thought partners who help clients reverse-engineer their success.
"What excites me... is for the people," Cole says, noting that the benefits people choose can be the difference between financial stability and "emotional turbulence" for a family facing cancer. As professionals navigate a landscape of renewal automation and QA/QC, they must use the time they save to focus on proactivity and results that are meaningful to the human beings they serve.
The winning broker of the next era is one who masters the "boring stuff" to achieve extraordinary results. Coles' advice is to avoid "boring out" and instead constantly seek reinvention. By combining a smarter scaling strategy with elite personal habits, like sleep discipline, journaling, and extreme physical challenges, founders can build organizations that are voting with values and leading the industry forward.
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