AMC is announcing the addition of a keynote speaker session to its lineup for UNITE: AMC’s 2026 Annual Convention and Trade Show. Adam Kreek, Founder, Values Driven Achievement (ViDA) Performance Coaching to present: “Built for Hard™: The World is Hard. Let’s Build for It”.
In today’s era of disruption, leaders don’t need more hype – they need more honesty, alignment, and proven tools that hold up under real pressure. Built for Hard™ reframes how teams approach challenge. Adam normalizes the hard, reconnects people to what matters most, and delivers practical systems that drive performance through uncertainty. Because the problem isn’t the hard itself; the problem is the energy we waste resisting it. Adam shows leaders how to stop fighting reality and start using it – transforming challenge into clarity, resilience, and results.
Audiences leave with:
- A healthier, more productive relationship with challenge
- Renewed trust, focus, and energy across teams
- Systems for clarity, execution, and sustainable performance; performance rooted in reality and alignment that lasts.
Built for Hard™ shows that resilience doesn’t come from resisting difficulty, but from designing systems that thrive within it.
Register for UNITE: AMC’s 2026 Annual Convention and Trade Show to attend their insightful presentation.
About the Speaker
Adam Kreek is an executive coach and high-performance business coach, and the founder of Values Driven Achievement (ViDA) Performance Coaching, where he equips CEOs, founders, and senior leadership teams to do hard things - without becoming hard on themselves or others. His work helps leaders navigate pressure and change with greater clarity, resilience, and discipline, while building the language, tools, and practical systems teams can use immediately. The result is stronger execution, higher standards, cleaner accountability, and more sustainable performance.
Adam is trusted by leaders in organizations such as Amazon, Microsoft, Pfizer, Shell, GE, Mercedes-Benz, and L’Oréal, as well as peer communities including YPO and EO. Clients bring him in when the pressure is real and they need more than inspiration - they need grounded insight, practical tools, and a values-driven system that holds up in the real world.
At the centre of Adam’s work is Built for Hard™ and the ViDA Performance OS, a practical operating system for sustainable performance: Grace (leadership), Grit (management), and Go (energy). Built for Hard™ helps leaders and teams stop wasting energy resisting reality and start using challenge well - creating more focus, stronger alignment, and resilience that lasts.
Adam’s credibility is lived, not theoretical. He is a two-time Olympian and Olympic gold medallist, a record-setting ocean rower featured in NBC’s Dateline documentary Capsized, the best-selling author of The Responsibility Ethic, and a Stanford-trained engineer.
When he’s not supporting organizations, Adam is adventuring in the Pacific Northwest with his wife and three children.