A three-day personal growth experience called the Modern Day Knight Project has sparked controversy and mockery online after clips of its bootcamp-style sessions went viral on social media.
The project, advertised as a "75-hour personal growth experience," targets men seeking fulfillment, purpose, financial freedom, and better family relationships. However, the hefty price tag of $18,000 according to their website, and the exclusive targeting of "Entrepreneurs, Executives & Leaders who are ready for a serious BREAKTHROUGH" have raised eyebrows.
A snippet from the project shared on social media platforms garnered over 11 million views and 25,000 likes, shedding light on the intensity of the experience. In the clip, an instructor aggressively warns participants that over 60% of them won't complete the program, berating them with profanity and threats.
He added:
"I see it in your f**king eyes that most of you don't look like you belong here."
"I'll be damned. I'll take this f**king knife off my f**king waist and carve this f**king tattoo off my f**king hand before I let any of of you f**king b*tches show up here on Friday for your graduation."
The confrontational approach of the instructors, many of whom are former Marines and Navy SEALs, has drawn criticism. One instructor, described as the "Facilitator of Suffering," was seen in the viral clip intimidating participants with aggressive language and gestures.
You can see the video below.
Many were quick to mock the program while noting that it's little more than a money-making scheme with no practical value.
The project was founded by Bedros Keuilian, author of the book Man Up: How to Cut the Bullsh*t and Kick A** in Business and in Life.
His website declares "MANY MEN ARE SECRETLY FIGHTING A BATTLE WITHIN THEM THAT NO ONE KNOWS ABOUT" and targets them for "suffering in silence and pushing through life and business" while "barely holding it together." He recommends that men sign up for the program to "overcome the self-sabotaging behavior that’s destroying your relationship and your business."
Moreover, Keuilian contends that men who choose to "flip the switch" will "overcome the vice dependencies, limiting beliefs and glass ceilings so that you can become the husband, father, and man that you respect and admire."
The MDK Project has attracted hundreds of thousands of followers, a factor that has contributed to its being featured in online communities like the subreddit r/cringe, which chronicles embarrassing and awkward behavior and presentation both online and off.
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